Amplifying Storytelling in your Marketing Plan
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AMPLIFYING STORYTELLING in your MARKETING PLAN CAROLE LAMARQUE for SOCIALMEDIADAY
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Transcript of Amplifying Storytelling in your Marketing Plan
AMPLIFYING STORYTELLING in your
MARKETING PLAN
CAROLE LAMARQUE for SOCIALMEDIADAY
WHO ARE WE?
CAN DO TEAM
OUR MISSION
SOLVING YOUR CHALLENGE
ONZE KLANTEN
INFLUENCER MARKETING
WHY DOES THIS MATTER TO YOU?
WHY DOES THIS MATTER TO YOU?
Word-of-mouth recommendations are the primary factor behind 20-50% of ALL purchasing decisions – McKinsey
+20%
20 -50 % of all purchasing decision
WHY DOES THIS MATTER TO YOU?
73% of Millennials feel it’s their responsibility to help their friends and family makes smart purchase decisions – Fleischman-Hillard and Hearst Magazine
+73%
73% of Millennials feel it’s their responsibility decision
Negative messages can reduce market share by 20%
WHY DOES THIS MATTER TO YOU?
In the mobile-phone market, for example, the research observed that the pass-on rates for key positive and negative messages can increase a company’s market share by as much as 10% or reduce it by 20% over a two-year period, all other things being equal. – McKinsey
-90%
WHY DOES THIS MATTER TO YOU?
12% increase in brand advocacy on average generates a 2X increase in revenue – Harvard Business School Press
+12%
2x more revenue
Why are you not doing it?
Start doing it!
Only 20% of brands are using advocate and referral programs in their marketing –MarketingCharts
20% Only 20% do it today!
WHO IS AN INFLUENCER?
It’s a Person Not an organization Not Stakeholder Management Not PR
Who expresses a contextually relevant message By working with them you're able to distribute your message the right way, at the right time, and through them you will also access the right people
To elicit action from others Research findings suggest that more than 90% of all consumers read online reviews before they buy
That is meaningful enough They can help your brand to build credibility by guiding you to produce content that truly meets the needs of your consumers, because they are so close to reality and people
ARE YOU AN INFLUENCER ?
Product Launch How can we generate buzz and drive interest for a new product?
Brand Awareness How can we increase share of voice and boost positive brand mentions?
Lead Generation How can we follow prospects and generate high quality leads?
Crisis Management How can we reduce the negative impact of a communications crisis?
When would you need it in your marketing plan
1 2 3 4
INFLUENCER MARKETING THE MODEL
INFLUENCER IMPACT
REACHAUDIENCE SIZE
ENGAGEMENTRESONANCE POWER
RELEVANCECONTEXTUAL FIT
INFLUENCER SEGMENT
CELEBRITY AUTHORITY CONNECTOR PERSONALITY ANALYST ACTIVIST
EXPERT INSIDER AGIATOR JOURNALIST HOUSEHOLD HACKERS …
My online audience is the size of Texas
My opinion is worth more than gold in my space
I like to connect dots and create links
my name is my equity
I form and communicate credible insights
My belief makes me move mountains
I wrote a textbook on my subject
I’m an respected authority with an agenda
I stir the pot and create healthy debate
I have quick solutions to everyday issues
I research, analyze and report
8 THINGS INFLUENCERS CAN DO FOR YOU
REACH ENGAGEMENT
LOW RELEVANCE
HIGH RELEVANCE
Celebrity
Connector Analyst
Creative
Personality
Authority Journalist Insider
What’s your unfair advantage?
What’s your Unfair Advantage
Product Differentiation
Customer Responsiveness
Operational Competence
Product Leadership Build a better product, for which customers will pay a premium
Customer Intimacy Solve the client’s broader problem & share in the benefit
Operational Excellence
Achieve the low cost position on product and
service support
WHO DID IT BEFORE ?
WHY STORYDOING?
LESS SPENT ON PAID MEDIA MEDIA SPENT AS % OF ANNUAL REVENUE
Storytelling companies spend nearly 3x more on media as a percent of revenue than Storydoing companies
4,0%
1,4%
3,4%
2,8% 2,9% 2,7%
1,1% 1,0%
1,2% 1,0%
2011 2010 2009 2007 2008
MORE SOCIAL AWARENESS NUMBER OF SOCIAL MEDIA MENTIONS 2008-2011 (MILLIONS)
Storydoing companies are mentioned much more in social media conversations
44%
0,3%
9,9%
27,6%
1,9% 2,2%
2011 2010 2009 2008
STORYTELLING
STORYDOING
2,8% 0,8%
BETTER FINANCIAL PERFORMANCE
REVENUE GROWTH RATE (2007-2011)
0%
2%
4%
6%
8%
10%
12%
Storytelling
Storydoing
OPERATING INCOME GROWTH RATE (2007-2011)
0%
2%
4%
6%
8%
10%
12%
Storytelling
Storydoing
14%
16%
18%
Storydoing companies outperform storytelling companies in toppling sales…
And in finding better ways to reduce costs and optimize assets 1 2
HIGHER VALUATIONS
STOCK PRICE CAGR (2007-2011)
Storydoing stock price growth demonstrates the value created trough their actions
-6%
-4%
-2%
0%
2%
4%
6%
Storytelling
Storydoing
The luxury goods industry is shifting focus from which markets drive growth to which channels drive growth.
KEY FINDINGS FOR THE LUXURY GOODS INDUSTRY
We analysed the social activity of 10 giants of the luxury goods industry in a head to head format based on three
main social media platforms; Twitter, Facebook & Instagram. here are a few key findings:
LOUIS VUITTON IS TOP DOG IN THE LUXURY INDUSTRY DOMINATING IN TERMS OF FOLLOWING AND ENGAGEMENT ON ALL SOCIAL NETWORKS
1
DIOR GAINED OVER 1.7 MILLION FOLLOWERS ON INSTAGRAM IN UNDER 3 MONTHS THANKS TO THE INVOLVEMENT OF WELL-CHOSEN CELEBRITIES
2
TESLA DOMINATES FERRARI ON WITH FEWER POSTS AND A SMALLER AUDIENCE BUT OVER 68% OF SHARE OF VOICE
3
OVER 75% OF TAG HEUER AND HUBLOT’S POSTS ON BOTH TWITTER AND FACEBOOK ARE PICTURE-BASED
4
QUALITY OVER QUANTITY THE MOST IMPORTANT ELEMENT FOR LUXURY BRANDS ON SOCIAL MEDIA SEEMS TO BE THEIR STORYTELLING ABILITIES WHEN IT COMES TO THEIR PRODUCTS AND BRAND HERITAGE
5
BATTLE FERRARI VS TESLA
The first Ferrari car was made in 1947 while Tesla Motors has been around for less than thirteen years. Yet it is Tesla that been on twitter the longest.
FERRARI TWEETS TESLA AWAY
MOST TWITTER FOLLOWERS (902.689)
BEST ENGAGEMENT
PER SINGLE POST (2.097)
MOST ACTIVE ON TWITTER (259 tweets)
MOST OVERALL ENGAGEMENT
(29.000)
Tesla leads for the most engagement for a single tweet, with his video tweet of its assembly line
Tesla is most popular in English speaking countries, while Ferrari has a more international audience
While Tesla currently has a much bigger audience on Twitter
Ferrari managed to achieve higher levels of overall engagement
In general Tesla seems to put more thought into how to present their brand on social in interesting and innovative ways
The Twitter account of the Ferrari Formula One Team is more successful than the brand’s official account
Ferrari is succeeding in expanding their social presence to regions beyond Europe
Ferrari’s tactic of posting pictures showing brand heritage worked particular well on Facebook, where their level engagement is very high for pictures
Tesla generated this with pictures and video posts - highlighting the innovative features of Tesla cars
Tesla generates fewer posts but with more engagement and therefore more presence
KEY LEARNINGS FOR LUXURY BRANDS
THEY ARE FINDING NEW WAYS TO TELL THE STORY ON SOCIAL MEDIA AND TO INVOLVE THEIR FANS IN THE STORYTELLING
1
THE KEY TO SOCIAL MEDIA SUCCESS SEEMS TO BE MAKING THE MOST OF SPECIFIC EVENTS. INFLUENCER MARKETING ALSO PLAYS AN IMPORTANT ROLE IN THE STRATEGIES OF THE LUXURY PLAYERS
2
AS A WHOLE, LUXURY BRANDS SEEMS TO PREFER TO RESTRICT THEIR NUMBER OF MONTHLY POSTS AND FOCUS ON CREATING HIGH QUALITY CONTENT THAT THEY CAN CUSTOMISE FOR EACH SOCIAL MEDIA PLATFORM
3
USING SOCIAL LISTENING, LUXURY BRANDS CAN:
Find key Strategic Insights by performing detailed social analysis of the preferences of regional audiences
Identify and measure the performance of their key influencers & social media campaigns in specific countries and languages
Uncover new ways of getting more ROI from social by examining the tactics of others in the industry
Improve social strategy by getting a deeper understanding of the posts that perform best on each platform
The luxury industry is one of the most competitive in the world, and social media is the newest battleground to develop loyalty and brand heritage, as well as to reach new segments of potential customers, using in
depth social media analytics.
THANK YOU
