Social media campaign - Tiffany&Co - Make It Sparkle

Prsentation PowerPoint

ANALYSIS OF A SOCIAL MEDIA CAMPAIGNMAKE IT SPARKLE

#ATiffanyHoliday

MELANIE CALABRESE

THE WORLD OF TIFFANY&CO

Tiffany&Co was founded in 1837 in NYC by Charles Lewis TiffanyCharles Lewis Tiffany had a passion for diamonds During this year, the blue box is introduced: this is the fingerprint of the brand that is still nowadays the element of differentiation of the brandthe 925/1000 sterling silver standard was commonly accepted by the US after Tiffany introduced it the same yearIn 1840, it introduced the first mail order catalogueIn 1870, the founder introduced the first 287- fancy yellow diamond and named it after his nameIn 1880, he introduced the first Tiffany engagement ring, since then, this is what the brand is recognized for

http://www.tiffany.com/WorldOfTiffany/TiffanyStory/Timeline/

"Timeline | The Tiffany Story | Tiffany & Co." Timeline | The Tiffany Story | Tiffany & Co. N.p., n.d. Web. 27 Nov. 2016.

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TIFFANY&COSET THE STANDARDS OF JEWELRY IN THE UNITED STATES

the 925/1000 sterling silver standard which was later adopted by the United States. This precious metal comprises Tiffanys hollowware, like this 1853 pitcher, and gleams today in chic jewelry designs.In 1926, the United States adopts Tiffanys standard of purity (95 percent) as the countrys official standard for platinum.



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COLLABORATIONSOwned by Hermes GroupAudrey Hepburn embraces Tiffanys New York style in Breakfast at Tiffanys.Andy Warhol and Holiday seasons cardsNFL Vince Lombardi Super Bowl trophy in 1967



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SWOT ANALYSIS OF THE COMPANYStrengths Weaknesses Strong sourcing and manufacturing capabilitiesBrand name synonymous with high quality Strong presence in the direct selling channel increases potential customer base Online sales penetration is impacted by the cautious and emotional approach towards purchasing jewelry Opportunities Threats Increasing presence in the fast growing Asian luxury market, especially China Positive outlook for the global travel industry Increased counterfeit crime will hurt brand image and will convert into lossesIntense competition pressurizes margins Increasing labor wages in the US

Tiffany & Co. SWOT Analysis. 2/5/2016, p1-8. 8p.

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RESOURCES REQUIRED

Human ResourcesCommunity ManagersMarketing ManagersAudience Engagement AuditorsMedia Relationships SpecialistsIT ResourcesDevelopersEngineersIntegratorsFinancial ResourcesSet a budgetManagement ResourcesDevelop a planDefine goalsIncrease Brand AwarenessDrive website trafficDrive visitor loyaltyImprove conversion ratesImprove brand awareness

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A TIFFANY HOLIDAYMake the Word Sparkle PURPOSE OF THE CAMPAIGNUse the holidays season to promote the magical and luxury world of Tiffany&CoUse the holidays season to promote their products and give ideas of possible giftsMaintain brand loyalty of actual customersEngage new customers in the world of Tiffany&CoCreate a fantastic world around the products that everybody can reach via social medias

KPIs for Social Media Marketing SuccessLikesCommentsFollowersEngagementClicksMentionsPhotosTimesSalesReferalsConversionsEvents

Likes: the number of likes per post/tweetComments: the number of comments per post/tweetFollowers: target followers VS actual followers / followers growth or decrease / characteristics of the followers: demographics, psychographics / new vs returning followersEngagement: the more people like/comment/share a post/tweet, the more engaged they are content is king and customers are the one who make a content famous satisfy a need (Facebook engagement metrics, Twitter engagement metrics)ClicksMentionsPhotosTimesSalesReferalsConversionsEvents

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External Tools for Measuring Social Media Marketing Success

More than the metrics tools provided by the social media platforms, a marketer can use external tools to measure the impact and effectiveness of a post and then of the overall social media campaign. Each of this software provide a SEO dashboard that allow the managers to monitor what is going on on the website in real-time. 9

FACEBOOKComments and Likes1.79 billion users worldwide16% each year4.5 billion likes recorded in May 20131.18 billion of users log on to Facebook everydaysThe like and share buttons reach to over 10 million websites dailyThe most common age demographic is 25 to 34, it represents 29.7% of the users

The picture contains an external link: click to see it!

https://zephoria.com/top-15-valuable-facebook-statistics/

Https://www.facebook.com/Zephoria. "Top 20 Facebook Statistics." Zephoria Inc. N.p., 2016. Web. 27 Nov. 2016.

- To reach the maximum number of users, the publication must be public. It will also allow users to share it- A link referring to an external link is an excellent way to direct users on the website and thus generate conversions. It is also part of the SEO techniques used to gain traffic and be well-referenced by Google Search- Comment: this is part of the opportunities and threats we talked about: people can write whatever they want, both positive and negative things. - Positive comments: tag people in their comment: it will attract more of users on the publication + people share about the post which can be considered WOM communication, that can give ideas, feedbacks, and can create conversion at the end of the funnel + people share about their holidays memories they associate with the brand or with other memories- Negative: WOM people can write about the bad experiences they had with the products they purchased or about their experience in stores - Likes: the number of likes is a great indicator of the success of the post, everything that has been shared will be seen somewhere else, but other people, that will like it and share it again this is the snowball effect of social medias

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INSTAGRAMPhotos500 million monthly active usersAn average of 95 billion photos and videos shared everyday31% of American women and 24% of American men4.2 billion posts liked everyday48.8% of brands use itTop brands post 4.9 times per week on instagram

The picture contains an external link: click to see it!

https://blog.hootsuite.com/instagram-statistics/

@carnivalosouls. "A Long List of Instagram Statistics That Marketers Need to Know." Hootsuite Social Media Management. N.p., 2016. Web. 27 Nov. 2016.

Followers growth rate: the more followers, the better. That is the key of success when talking about social mediasFollowers engagement: number of likes and comments, divided by the number of followers: if they interact, it is because they either like or hate the content, in both ways, its provokes a feeling. Followers engagement per post: the same technique, but we do not divide it by the numbers of total followersThe use of hashtag in photos description: the more instagramers will use the #ATiffanyHoliday, the more engaged they are with the brand and the campaign

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PINTERESTPhotos100 million monthly active usersMore than 50 billion pins81% of users are femaleMillenials use it as much as Instagram30% of all US social media users use Pinterest87% of active users said their pins lead to a purchaseThe picture contains an external link: click to see it!

https://www.omnicoreagency.com/pinterest-statistics

Salman.aslam.mughal. " Pinterest by the Numbers: Stats, Demographics & Fun Facts." . N.p., 2015. Web. 27 Nov. 2016.

Use of Pinterest AnalyticsNumber of pins created from the website/social media content: as you will read later on, it is important to link all social media accounts together. This metric allow the marketers to view how many pins/ pins boards have been created from the content published on the social media accounts. The more a picture/content is pined, the more it will go from pinners to pinners across the social media platform. The reach of the content: how many viewers saw the pin during the day/week/month and compare the contents together: which content was the most successful? What are its characteristics? Why so?

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YOUTUBEEngagement1.3 billions Youtubers5 billion of videos are viewed everyday300 videos/hour uploaded on YouTube 62% of male users, 38% of female usersBiggest age range: 35 to 44 years oldHalf of YouTube views are made from mobile devices!The picture contains an external link: click to see it!

http://fortunelords.com/youtube-statistics/

"Youtube Statistics - 2016." Digital Marketing Education. N.p., 2016. Web. 27 Nov. 2016.

Views: the more viewed a video is, the bigger its impact will be on the YT communityWatch time: the longer the video is seen, the best we can assume the content engages the viewers. However, a video must not be too long in order to retain customers but not to waist their time. That is why nowadays videos are made like small movies: people have to feel they watch a movie, that it is cinema. Also, at the end of the video, a call-to-action (subscription requests, links towards other videos, link toward the website) can be introduced to retain the viewer.Traffic source: it indicates where the viewers come from. The website https://www.youtube.com/create_channel?upsell=upload can help with that.Demographics: YouTube analytics provides demographics about the viewers to better understand who watched the video, when it helps focusing on what is done the right way, and what is to be done in order to target other customers/viewers.Devices: we know that 50% of YT videos are viewed through mobile devices. The data help to understand where to focus the marketing effort.

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TWITTERFollowers and Mentions + 50 million more users from 2014 to 2015300 billion tweets shared20.5% of US users were expected to have a Twitter account by 201537% of users are likely to buy from a brand they follow on TwitterTwitter is more used on mobile devices than on desktopsThe picture contains an external link: click to see it!

http://lorirtaylor.com/twitter-statistics-2015/

"10 Remarkable Twitter Statistics for 2015." Social Media Consultant | Social Media Agency | Social Marketing. N.p., 2015. Web. 27 Nov. 2016.

- The community: the bigger and growing the number of followers/the community is, the better it is. It means posts will reach a broader range of users, increasing the chances of re-tweet.- The quality of the content: to attract a qualitative community, the content must be related to their expectations, it must answer a need or provide an interesting content. Therefore, we say content is king: content is the major driving element that will impact the number of followers and their attributes. The content also is a way of sorting customers according to specific demographics and psychographics, in accordance with the campaign goals.- Monitor the influence: it is scored on a 1,000 points scale, the more influent we are, the more a post is retweeted, replied, mentioned - Monitor the impact: all the numbers needed are on the post: the numbers of likes, tweets, replies.

The key element of Twitter is the # or hashtag. It helps organizing contents. Each hashtag corresponds to a category that Twitter will use to categorize the post using this hashtag. The hashtag must me related to the content of the tweet in order to be well-categorized. The hashtag is also used by users to search for content. If they want to know more about the holiday season at Tiffany&Co, they will search for a specific hashtag in the search bar. Tiffany&Co used the hashtag #ATiffanyHoliday as a reference. This hashtag is then used in every posts where the content is related to the holiday season campaign.

A great tool for measuring all of the above elements is the analytics tool provided by Twitter.

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A KEY ELEMENT TO SUCCESS: LINKING ALL THE SOCIAL MEDIA ACCOUNTS TOGETHER

The more all the social media will be linked together and will use content as external links referring to other social media platforms, the bigger the impact of the campaign will be. For example:Tiffany&Co posts a post for the Holiday Season campaignIt uses a picture that is linked to the pinterest account: when clicking on it, they can directly pin it using a plug-in available on every browsersIt uses the #ATiffanyHoliday which directly links toward Twitter and the twitter account/twitter referencingIt uses a picture that comes from their Instragram accountIt posts a video of the campaign that originally comes from their YT channel: when clicking on the video, people are directed toward the channel

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RETURN ON INVESTMENTSocial Media ROI = (SM return - SM investment) / SM investment %Investment = labor cost time associated with social media tools + the cost of using these tools + advertising costs + other costsReturn = higher conversion rate + higher brand recognition + returning customers

Allow marketers to know what is working or not, to improve tactics and content or to keep specific actions because successful For ROI data to be specific and usable as a performance indicator, a marketer first need ti set goals for every metrics without specific goals, we cannot know if what has been done is good or not, if it is better or worst than expected.

One of the most important ROI metrics are the Lifetime Value, Average sales, Pay-per-click costs we link them to the activity data gathered by the social media dashboards and we look for linear correlation between the variables (for example: a huge increase in the number of shares might result in higher numbers of visits and a higher conversion rate)

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BRAND AMBASSADORS

http://wwd.com/fashion-news/fashion-scoops/elle-fanning-tiffany-holiday-campaign-10618496/

Sidell, Misty White. "Elle Fanning to Be Featured in Tiffany & Co. Holiday Campaign." WWD. N.p., 2016. Web. 27 Nov. 2016.

The success of a social media campaign is highly influenced by the ambassador used. The ambassador is most of the time picked because his/her physical/moral characteristics fit with the message the brand wants to convey in its campaign. Here, Elle Fanning is the representation of youth, fairy. She played in many Disney movie such as Maleficent, or even the movie Super 8. Her universe is quite fairy and extraordinary, which perfectly links to the holiday fairy atmosphere the brand wants to emphasize on. 17

COMMUNITY RESPONSEThe first way for a brand to know if the social media campaign has an impact on customers is to see how people interact with the contentThe more the hashtag is used by users, the more it means it fits with a moment, an envy, a feeling at a specific moment of their lives.

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EVENT BASEDEngage customers in the real life world

In order to go out of the virtual world, the brand can also engage customers in shopping places with event based attractions, like in Dubai where an attraction was organized around the fairy world of Tiffany&Co right in the middle of the Mall. 19

SWOT ANALYSIS OF THE CAMPAIGN

Broader range of customersDiversified range of customersCustomer RelationshipsCostsavingSuccessful anywaySTRENGHTS

Can reach a broader range of customers by using different social media platforms: Tiffany&co is a luxury jewelry company, it only targets a specific segment of the population, by using social media, the brand can target a broader range of customers than the rich people: It can interest customers that usually do not have the financial means to afford such products, but who could make an exception, a specific purchase at a specific moment of their life (wedding for ie) target a broader range of customers never is a bad ideaBuild strong and long-lasting relationships with customers by using the repetition method: the more people will see a brand and its ads, the more they will retain the information and will build networks in their mind: they will associate the brand with a certain identityCostsaving: it is not expensive to manage a social media campaign, it is far less expensive than street ads or magazine ads for exampleThe success of the campaign is not linked to the reputation or success of the brand but to the way it is managed: whatever the brand is, whatever its ethics and its story, the success of a social media campaign do not lie in the brand name but in the the energy and the way the campaign is run

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Short-time visibilityInformation overloadWEAKNESSES

- Short-time visibility: there is so much content on social media, and so much is published at the same time, by so many companies and competitors, that it can be complicated to stay at the top of the feeds. Since the time of visibility is short, the content must be straight to the point and attractive enough so that it engage the maximum of customers in a minimum of time.- Information overload: too much information kills the information. Linked to what is written above, the information must be concise not to lose the customers.

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New customers RelationshipsHigh ROIWord of Mouth communication

OPPORTUNITIES

New customers: targeting a broader range of customers obviously leads to reaching new customers and acquire them sometimesRelationshipsHigh ROI: if the campaign is done the right way, and if all the options available on the social media pages are activated, a customer can easily find a way to go to the e-commerce website and buy what he/she wants. For example, on the Facebook page, there is a button that brings the customers to the website main page. When talking about social media campaigns, a ROI can be a conversion, of course, but also an increase in the reputation and recognition of a brand through the help of social medias, it can also be an increase of the community. Indeed, even though it does not lead to conversion, the awareness and acquisition of new customers is important. Word of Mouth communication: this is the snowball effect.

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Open-sourceCompetition

THREATS

Open-source: all posts created for the social campaign are public, which means it is open to every types of online behaviors such as comments, likes, sharesthe information is open-source and can thus be skewed/modified/altered by a third partyCustomers can engage in negatuve WOMCompetitors can ruina reputation by creating biased content/informationThe content can be reused and plagiarized for other purposes23

WHATS NEXT?

Every year, at the same holiday period, Tiffany&Co launches its campaign around the theme of holidays and Christmas.

With this effect of repetition, and with the mental networks and associations customers make in their mind, the impact of the campaign rises ever year.

Customers who used to associate the brand with luxury and inaccessible products can start considering the brand differently; they will associate it with Christmas time fairy and happiness.

Customers who also are consumers of the brand products will associate the luxury of their purchases with Christmas time, which will increase sales during this period.

In either cases, brand awareness, brand loyalty, brand recognition increase.

Based on metrics, conversion rates, traffic, engagement increase too.

After having analyzed the impact of the campaign at the end of the holiday period, marketers will be able to determined what was successful, what was not, to improve the campaign for the following year. 24

Social media campaign - Tiffany&Co - Make It Sparkle

Marketing

Transcript of Social media campaign - Tiffany&Co - Make It Sparkle