Social War - How do fashion brands perform on Facebook?
1. SOCIAL WAR
Improve your brand’s Facebook strategy
with the key findings of our Social War report!
#Socialwar
120621
socIaLWar
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2. Conclusions
Social Media Strategies
Promotions and collaborations
Celebrities and social media
Social media integration
Associative behaviour (compensation)
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3. richard derks
Internet Is Zero Tolerance
Respectance, community that remembers dead
loved ones
KaZaA, file sharing success
Telecom Finland
Export of Dutch cheese to France
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4. iizt
MEN_at_WORK
J.C. Rags
DEPT
adidas in’n out parties
G-Star Raw city guide NY
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5. About Social War
Best practices of 55 national and international
fashion brands on Facebook
Use these findings to improve social media strategies
Focus on interaction, patterns, trends and developments
Know what your competitors do!
The Social War research started in January 2011
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6. Highlights
DKNY / G-Star / Hugo Boss / Jack & Jones
JC Rags / DEPT
adidas / Armani / Dior / Le Coq
Burberry
Prada
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8. Jack & Jones/DKNY/Hugo Boss/G-star
Social Media Strategy/ budget 2012
More active on Facebook since January 2012
Big increase of fans since January 2012
Budget for social media/online
Must-have for all brands: The bigger you are, the more im-
portant it is to have a well thought-out online strategy.
The user gets more and more influence on the brand’s
image
G-Star
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9. DEPT / J.C. Rags
Promotions and collaborations
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10. DEPT / J.C. Rags
Promotions and collaborations
Winnings
Promotions
Awareness via collaborations with blogs/artists/celebs/
events
The ideal strategy for smaller brands with a limited geo-
graphic distribution
J.C. Rags
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11. Adidas / Armani / Dior / Le Coq
Collaborations with celebrities
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12. Adidas / Armani / Dior / Le Coq
Collaborations with celebrities
adidas: Katy Perry, Messi
Armani: Rihanna, Megan Fox, Christiano Ronaldo
Dior: Charlize Theron, Natalee Portman, Mila Kunis
Le Coq Sportif: Joakim Noah
Celebrities create instant recognition, trust and more in-
teraction
Benefit from pre-existing social networks (fanbase)
Optimal result when the celebrity and target group match
Dior
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14. Burberry
Social media integration
Increase of 60% of the marketing budget of 2011 is used for digital
media. (3 times more than the average market budget)
More social media, less traditional campaigns
More direct communication (dialog) with your fans
Free sample give-away of the new Burberry perfume for Facebook fans
only (250.000 notifications within 10 days)
50% increase in fans in 9 months (8 to 12 million fans)
For brands who want to increase engagement with their fans
Burberry
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16. Prada
Associative behavior (compensation)
Associating with an expensive luxury brand (to show your friends / together
with friends)
Personal branding & self expression
For haute couture and high-end brands that aren’t available for everyone
(desire)
Prada
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17. Conclusions
Social War IIZT | March 2012 Brian Solis | June 2012
Social Media Strategies Serve a purpose
Promotions and collaborations Deliver engagement
Celebrities and social media Offer entertainment
Social media integration Enable commerce
Associative behaviour (compensation) Contribute to self expression or personal branding
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