We know social media is increasingly important but ..... Who’s using it, what exactly is it and what’s its use for brands? What are the most commonly used forms of social media? Best and worst social media practices. Premium brands and social media.

1. Social Media for premium brands Date 8/6/2010

2. Social media and premium brands We know social media is increasingly important but ..... Who’s using it, what exactly is it and what’s its use for brands? What are the most commonly used forms of social media? Best and worst social media practices Premium brands and social media Some insight into premium spirit brands in social media

3. 60% 57% 56% 50% 50% 41% 31% 26% The Online Audience – UK Households 14.0 6.5 18.3 10.3 12.5 12.5 14.2 15.4 7.8 16 Millions 70% 65% % of UK Households 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Source: Continental Research Autumn Internet Report 2007

4. The Online Audience – UK Households 18.3 million households in the UK (70 per cent) had Internet access in 2009. (National Statistics Omnibus Survey) In 2009, 37.4 million adults (76 per cent of the UK adult population) accessed the Internet(National Statistics Omnibus Survey) 44% Internet users are going online more that once a day, up from 37% the previous year Internet users are spending more time online than they do listening to the radio and reading newspapers and magazines

5. The Online Audience – Social Media users 25% of all British adults use Networking sites (Facebook, Bebo, etc) 21% of all British adults watch and share video clips online (YouTube, etc) 20% of all British adults share photos online (Flickr, etc) 18% of all British adults use instant message services 8% of all British adults read blogs 4% of all British adults write blogs Core profile: Aged 15 to 34yrs old Even split male/female* Source: TGI *some specific activities tend to skew towards male: e.g. uploading/watching video

6. Social Media, what is it? Social Media is the product of Web 2.0 (2nd generation websites) Social Media is content produced by users that utilise publishing techniques that initiate ongoing dialogue with the online community. Examples of social media: Networking sites (Facebook, Myspace, Bebo, Linkedin) Blogs (Digg, Mashable) Forums Microblogs (Twitter) File sharing sites (YouTube, Flickr) Social media allows users to initiate a conversation and, contribute information, share opinions, ideas, experiences, anecdotes and criticisms. Social media also allows businesses to accelerate the exposure of a brand, competition, campaign or event, by creating channels of communication that enable users to interact and contribute content and as a result increase exposure.

7. The Social Media landscape

8. Social Media hierarchy Creator (creates content: e.g. Blog) Level of creativity Contributor (participate to online content: e.g. comment on blogs) Spectator (passive reader of content) Level of engagement

11. Examples of the most commonly used Social Media channels

13. Networking sites provide a variety of ways for users to interact, such as e-mail and instant messaging services.

15. Facebook is the largest Social Networking site in the world

16. Members have their own pages which can be tailored via applications from the site mechanic

17. Users can connect with each other via the invite function or friend referral system

18. Number of UK Facebook users – 19,000,000

19. 28% of the UK population are on Facebook

21. Blogs can be used internally to enhance the communication and culture in a corporation or externally for marketing, branding or public relations purposes.

23. Mashable is one of the world's largest and most trusted social media blog sites

24. Content focused on social media networks, technology updates and digital news

25. Users can comment on content and contribute their own articles

26. 1 ,734,000 Twitter followers

29. Forums are an effective way of generating ongoing conversation however content must be kept consistent and fresh for the forum to maintain its users dialogue.

31. Content: Discussions based around dance music culture, music, events, technology and lifestyle

32. One of the worlds most popular music forums

33. Threads – 252,000

34. Posts – 6,065,056

35. Members – 100,000 +

37. A microblog differs from a traditional blog in that it is typically smaller in actual size and aggregate file size. A single entry could consist of a single sentence or fragment or an image or a brief, ten second video.

39. Registered Tweeters: 5,000,000

40. Average Tweets per day: 20,000

41. Popular Tweeters: Stephen Fry, Perez Hilton, Jamie Oliver

42. Users have their own accounts and can choose to follow or be followed by other members, and kept aware of their updates.

43. The more followers you have, the more information you are transferring, and as a result creating more exposure.

45. Files can include imagery, graphics, video and music.

46. Users utilise these sites to share files with friends and other users, while companies use file sharing sites to provide collateral that is associated with a particular campaign or product.

48. YouTube is a site that allows users to play, upload, share, vote and comment on AV material

50. Number of videos uploaded per day - about 200,000

51. Time required to see all the videos - over 600 years

52. Number of videos watched daily - over 100,000,000

53. Amount of content uploaded every minute - 13 hours

55. 54.8% of all iPhone users access social networking sites. (comscore)

57. The aim of apps is to provide the consumer with a utility that is entertaining, simple, and buzz-worthy.

58. Since July 2008, 500 million iPhone apps have been downloaded, with an average of 1 million downloads per day.(comscore)

60. Social Media best practices Evaluate the way your brand engages with the audience The introduction of Social Media has given consumers more opportunity to interact with brands - so it’s essential that you deliver content that engages your target audience. This can be achieved through the creation of brand stories. Brand stories provide an emotional proposition that allow brands to connect with their audience, encouraging contributions and positive feedback. The use advocates in brand stories can also enhance your reach and offer users a person they can relate to. Brand stories should invite your audience to contribute and share content – ask them how they ‘feel’ about the proposition.

61. Social Media best practices Kleenex Let it out campaign Kleenex created a story called Let It Out, which focused on creating an emotional connection between consumers and the brand. Let It Out had a proposition focused on inviting users to break free from inhibitions and emotions , so Kleenex developed a social media mechanic that invited users to contribute content that was associated with the key messaging. Visitors could leave photos or videos for others to view while voting for their favourite entries. More than 50 percent of users thought the space gave a positive impression of the brand and 38 percent thought it contained interesting and relevant content. Users added that the space was easy to use and a good way of advertising Kleenex.

62. Social Media best practices Kleenex Let it out campaign: http://www.kleenex.co.uk/Let-It-Out/Default.aspx

63. Social Media best practices 2. Use of social media to engage requires two things. Trust. And trust. Understand and analyse your target audience before communicating. Assess your openness to a one-to-one dialogue with the target audience and be honest. Accept losing some control - some users may not agree with what you have to say and will certainly have an opinion on it. Assess your levels of acceptance to criticism – opinion and debate is good, but you shouldn’t produce content that alienates, or worse, insults your audience. Be open to creativity and provide content that is engaging, valuable and referable.

64. Social Media best practices Jan Moir’s Daily Mail opinion piece on the death of Stephen Gately is an example of a brand not properly understanding its audience. The article caused offence to the majority of readers, and the backlash resulted in the retraction of advertising space, an apology from the editor, and the loss of brand equity for The Daily Mail: http://www.guardian.co.uk/media/2009/oct/23/jan-moir-stephen-gately-apology

66. Social Media worst practices Never blatantly lie or manipulate the target audience with fake content – you’ll be found out sooner or later, and at the detriment of your brand. Coke Zero built a blog containing a fake author and fake blog entries dating back to June 2005. Users found out due to the unconvincing content, and that the domain was registered in August 2005. http://www.adrants.com/2006/01/coke-lies-misleads-with-fake-zero.php

68. Social Media and luxury brands

71. Estee Lauder have used social media to promote their in-store makeovers http://www.facebook.com/EsteeLauder Estee Lauder used social media to make a connection to current, new and could be/would be customers by offering free makeovers and photo shoots at its department-store cosmetics stalls. The photos from the shoots could then posted on the customers social media profile. The Estee Lauder event sought to change younger consumers’ perceptions of the brand by creating an “experience” (the concept that most luxury brands are based on)

72. Jimmy Choo have used social media to create excitement Jimmy Choo – catchachoo http://www.jimmychoo.com/Choo news/THE-JIMMY-CHOO-TRAINER HUNT/stry/catchachoo The Jimmy Choo Trainer Hunt in London invites people to “follow” a pair of designer trainers as they “make their stylish journey around London through the FourSquare mapping location target app. Checking in at the coolest, hippest Places around town – from the Saatchi Gallery to Shoreditch House – the trainers will update you on their whereabouts in Real time. And if they check into a venue near you, you can catch them to keep them”.

73. Prada have used e-bay style auctions to create on-line excitement In-touch with how people live: Held a chic ebay-style auction on their website to auction off their sample pieces Way of artificially driving up price and collectability of Prada ‘artefacts’

74. Conversely Mercedes have created a by invitation only club to re-enforce exclusivity

75. And Burberry have deliberately limited social activity to nurture existing customers http://artofthetrench.com/ Burberrys own social networking site that create an experience targeted at its trenchcoat customers Customers can create a profile and upload images of themselves wearing the Burberry trench, and comment and connect with other users. Burberry didn’t neglect its Facebook community, but its is simply giving customers another outlet The brand still uses its Facebook channel (1.1 million fans), however launching this community refines the audience from the larger social networks and targets the more niche customers who are passionate about the brand

76. Social media for luxury brands Affluent consumers are heavy users of social media Brands can use the area to drive awareness, participation and desire amongst a broad consumer base Or it can be more limited to nurturing core consumers and creating loyal advocates

77. Insights into a luxury sector’s use of social mediaPremium Spirits

79. The nature of comments made and key subjects of conversation

80. Key social sites and influential individualsThis tracking can be applied both to plan and track the effect of social media programmes

82. RE: Whiskey lovers I need help.

83. Re: Rum vs. Whiskey

84. Re: Any whiskey drinkers here? Recommendations?

85. Re: Whiskey Drinkers.

86. RE: Official Scotch Thread

87. RE: SMOOTH Whiskey..

88. RE: The Whiskey Diaries: Scotland in Taiwan

89. RE: Whiskey tips please!!

90. RE: Scotch Jam: The Macallan 12 year

91. Re: Taiwanese whiskey beats the Scots own

92. Re: Weekend OT: scotch and whisky

93. RE: Favourite brands of rum vodka whiskey and tequila

94. RE: Favourite alcohol?

96. Scotch brand eyes bigger pie of Indian liquor market

97. Father's Day Gifts At WalkersUS.com Are Distinctive Delicious And Only A Mouse Click Away

98. Foreign liquor bullish about prospects in Punjab

99. Luxury Institute Announces Toast of the Town in Prestigious Wine and Spirits Category

100. Macallan 50th anniversary whiskey sells for record £11,750

102. Grey Goose top Twitterers: UK / 2010 The chart to the right shows the top 10 UK Twitter users to mention Grey Goose, ranked by the number of followers they have. The top 3 include a ‘legendary’ DJ, an ‘infamous’ rapper and an award winning adult film star. The word cloud within the chart shows the words most often associated with Grey Goose within tweets (with vodka removed) DJ Key http://twitter.com/djkey http://twitter.com/fuda_guy http://twitter.com/kerrylouisexxx Followers: 15,057 Authority: 8 /10Location: Blackpool, United Kingdom Website: www.DJKey.com Bio: DJ Key - DJ at the Legendary Tower Lounge and Brannigans Blackpool! Music Submissions? Please @ me. Followers: 16,192 Authority: 9 /10Location: LA & UK Website:http://www.pleasekerrylouise.com Bio: The only OFFICIAL Twitter of Pornstar Kerry Louise. Best New Starlet 2010 SHAFTA AWARD! Followers: 2,052 Authority: 7 /10Location: East London Website: http://www.fudaguy.com Bio: Rapper/ Songwriter. Grime Artist and member of the infamous Ruff Sqwad!

104. The Grey Goose cocktails served at the Asprey pre-BAFTA party accounted for largest number of news stories

106. Rihanna Treats Tipsy Entourage

107. Asprey / Orange British Academy Film Awards 2010

108. Grace Bay Resorts Sets New Fully-Inclusive Standard in Turks and Caicos

109. DeVito/Verdi Captures 10 Nominations in National Retail Federation's Annual Advertising Competition

111. Most vociferous and influential sources

113. Fuelling conversation amongst key influencers

114. Crowdsourcing: using to identify and use an advocates panel

116. Ollie Joyce: olliej@polestarcommunications.com