Luxe et médias sociaux
Get flash to fully experience Pearltrees
Balistik#Art s’est vu confié par la maison Dior le lancement buzz de « The Lady Noire Affair » un court-métrage de 6 minutes 30 réalisé par Olivier Dahan avec Marion Cotillard, diffusé exclusivement sur Internet. L‘agence a imaginé un dispositif buzz online 360° : fil d’intrigue sur Twitter, widgets viraux, RP online internationales, avant-première blogueurs à Paris… Une campagne qui a déjà généré 2 millions de vues. Follow Lady Dior on Twitter… A J-24, le fil de l’intrigue démarre sur Twitter avec des accroches courtes de 140 caractères destinées à capter l’attention des leaders d’opinion et blogueurs attentifs à l’actualité du luxe et de la mode sur Internet.
Balistik*Art imagine un scénario viral pour le lancement de la nouvelle campagne de Dior Couture « The Lady Noire Affair » – Balistik*Art
The new international study “MePublic – A Global Study on Social Media Youth” by Volkswagen and MTV Networks presents some interesting insight into media use and value ethics in the group of 14-to 29-year-olds (digital natives). No surprise that they will respond to one of the findings: Young people want to see networking apps extend to the car… and Volkswagen already works on that app. “With just under 500,000 fans on Facebook and over ten million visitors on YouTube since the company profile was set up at the end of 2008, Volkswagen already has one of the largest fan communities in the automotive industry. And together with our fans we are breaking new ground in the social web – as confirmed by the recent “App my Ride” competition where we gave prizes to the best developments for applications in car infotainment systems.” Luca de Meo, Group Marketing Head, Volkswagen AG.
Social Media study on digital natives released by Volkswagen and MTV | Social Media Today
Le récent développement de la présence digitale des marques de luxe a été logiquement accompagné par un développement des blogs traitant de ce sujet: les blogs luxe. A mi-chemin entre les blogs mode, les blogs lifestyle et les blogs marketing, les blogs luxe se veulent les témoins du virage digital que prennent les Grandes Maisons de luxe françaises et internationales. Au cours des différents évènements auxquels Web and Luxe a été invité et via les recherches que nous sommes amenés à faire sur internet, nous avons rencontré de nombreux bloggueurs luxe.
Classement des plus gros blogs luxe en France - Web and Luxe - Blog Luxe Marketing
An overview of the top 10 ways that luxury brands are currently engaging with consumers online. By Marci Ikeler and Phil Jackson for Publicis NY.
Digital Strategies for Luxury Brands
Major B2C companies should increase their marketing investments in On-Line activities in 2010 according to a recent survey completed by Forrester Research. Social Media should be the Big Winner. However, the main question remains the optimal allocation of resources in Social Media Marketing : recruitment of a Community Manager, selection of specialized agencies, production of specific content? One way to look at it could be to monitor actual behaviors of Social Media users in order to define priorities.
Insights on Social Media Monitoring for Luxury Brands: Facebook, Twitter, Blogs, Forums
Nouvelle étude Benchmark Group : 17% des consommateurs de produits de luxe suivent au moins une marque sur les réseaux socia | Facebook
Paris, le 13 janvier 2011 - Benchmark Group présente sa nouvelle étude "Les marques de luxe sur Internet : les meilleures pratiques sur les sites, l'opinon des clients" . Alors que les marques de luxe multiplient actuellement les initiatives sur les réseaux sociaux, cette étude fait ressortir que 17 % de leurs clients déclarent les suivre sur ces supports, le plus souvent sur Facebook. Mais les clients estiment très majoritairement que les marques sont mieux mises en valeur sur leur propre site que sur les réseaux sociaux. Si l'on considère uniquement les répondants suivant une marque de luxe sur un réseau social, la différence s'atténue mais reste importante.
Jusqu’en 2010, les maisons horlogères de luxe sont restées plutôt frileuses dans leur stratégie digitale. Galvanisées par les opérations orchestrées par les marques des autres secteurs du luxe, mais aussi et surtout par les fans de belles montres présents sur le Web, les marques de haute horlogerie ont vite fait de rattraper leur retard grâce à des actions d’envergure sur les médias sociaux ou en matière de stratégie e-commerce. A cet effet, certaines campagnes ont fortement retenu l’attention, à l’instar des enchères en ligne mises en place par Hublot début 2010 en partenariat avec le groupe Depeche Mode, l’application mobile de Tissot permettant d’essayer les modèles de la collection grâce à la réalité augmentée, le concours photos organisé uniquement sur Facebook par Bell & Ross ou encore le “road movie” relayé sur Facebook, Twitter et YouTube “The Odyssey of Pioneers” de Tag Heuer en partenariat avec Tesla Motors.
Baume et Mercier : Interview sur leur stratégie communautaire | Actualité | Locita
Luxury fashion brands
This post originally appeared on Forbes.com , where Mashable regularly contributes articles about social media, business and technology. For a sector as forward-thinking as the fashion industry, the reluctance with which it has ventured into e-commerce and other digital platforms — particularly social media — is more than a little perplexing. The affinity for traditional commerce and marketing channels is strong among many purveyors of luxury goods, both in the fashion sector and elsewhere. In an international survey of 178 premium and luxury firms in 2008, Forrester Research found that only one-third of them actively sold online, though eight out of every 10 affluent consumers uses the Internet to actively research and purchase luxury goods and services on a daily basis. That number has risen significantly since 2008, but is still strikingly low.
Luxury Brands Still Tread Lightly With Social Media
If ever there was a market that could use social media and social networking as a real business tool to stand out, build customer relations, improve customer loyalty, drive product enquiries (and even sales!), and not only maintain but also improve their brand reputation with a very clear target market, it’s that of luxury brands. While many luxury brands are using social media in some shape or form – as an example, most of the luxury brands have a presence on Facebook – not all have taken the bold steps to include social media as an integral part of their research, advertising and communication strategies. In fact, only a few have really focused on building a solid, engaged community of fans and leveraging social media and technology to their full advantage. Listed below are some examples of luxury brands using social media.
Luxury brands using social media | Cosmedia Consulting
Luxury Travel Bows to Social Media In Cannes, France, members of the elite International Luxury Travel Market crowd paid grudging respect to the power of the social media “crowd." The elite at the classy Riviera resort had to admit that the power and wisdom of Facebook, Twitter, and “invite only” travel web sites was changing the face of luxury travel, for good. Agence France Presse (AFP) reported that Klara Glowczewska, editor of Conde Nast Traveler , a glossy, upscale travel publication, admitted that Facebook, with its 600 million users “will have a dramatic impact on how affluent travelers make their travel decisions.”
Luxury Travel Bows to Social Media - Technorati Travel
Six Impactful Social Media Opportunities for Luxury Brands Now | Fashion's Collective
Last week, I had the opportunity to lead a pre-conference workshop at the Luxury Interactive conference covering social media opportunities for luxury brands. While the list of possibilities is endless, I outlined six areas where luxury companies could quickly and efficiently take their social media strategies to the next level: 1) Facebook’s Open Graph Facebook’s stated mission is to “make the work more open and connected,” and the tools they have recently provided via their Open Graph have allowed brands, websites, etc. to join Facebook’s social graph.One to many is outdated. One to niche is the true power. There is not a single consumer brand that does not at least consider investing in social media campaigns or community creation. Even if you decide not to embrace new media and the shift their use impose to marketing, PR and advertising departments, it is a “ decision not to ”. The reason why you might think social media do not fit a luxury brand – small high end market, too few fans… is actually the exact purpose of these new media : delivering an old promise to communicate one to one and let communities discuss together about what they love, your brand.
Luxury Brands & Social Media – Rise of the Ambassadors — [Naro] Minded
Today is a day of arguments. Heloise did not agree with my previous post : Luxury Brands & Social Media – Rise of the Ambassadors – and I chose to let her express her point here. Let me just say I strongly disagree with her, but I’d like to share her views with you. I found Genaro’s article very interesting on many levels, it shows the importance of brand ambassadors and explains well the opportunities given by social networks.
Luxury Brands Should Use Social Media Differently — [Naro] Minded
Are Luxury and Social Media an Incompatible Match? | Social Media Today
As an industry that is known for avant-gardism, innovation and creativity, it may not be immediately apparent why luxury brands and social media have been locked in a love-hate relationship. Luxury brands have been afraid of the big bad wolf of social media and it does not seem as if luxury brands are the trendsetters in regards to this revolutionary phenomenon – rather luxury brands are driving behind in an old-fashioned rusty car. The luxury industry shows little or low commitment towards integrating social media, and we propose that most of the hesitation is caused by extreme contradictions between luxury brands’ way of being managed strictly from the inside versus the way consumers define the brand from the outside on social media Because consumers look up to luxury brands, the relationship between consumers and luxury brands is to a large extent characterized as being top-down (Okonkwo, 2010: 13).Cars