Social War - How do fashion brands perform on Facebook?
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www.iizt.com SOCIALWAR IMPROVE YOUR BRAND’S FACEBOOK STRATEGY WITH THE KEY FINDINGS OF OUR SOCIAL WAR REPORT! #SOCIALWAR 120621 SOCIAL WAR
Transcript of Social War - How do fashion brands perform on Facebook?
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socIaLWar
Improve your brand’s Facebook strategy wIth the key FIndIngs oF our Social War report!
#Socialwar120621
Social War
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concluSionSSocial Media Strategies
Promotions and collaborations
celebrities and social media
Social media integration
associative behaviour (compensation)
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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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iiztMEN_at_worK
J.c. rags
DEPT
adidas in’n out parties
G-Star raw city guide NY
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about Social WarBest 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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highlightSDKNY / g-Star / Hugo Boss / Jack & Jones
Jc rags / DEPT
adidas / armani / dior / le coq
burberry
prada
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Jack & JoneS/dknY/hugo boSS/G-starSocial Media StrategY / budget 2012
Jack & JoneS/dknY/hugo boSS/G-starSocial Media StrategY/ budget 2012
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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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dept / J.C. raGsproMotionS and collaborationS
dept / J.C. raGsproMotionS and collaborationS
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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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adidaS / arMani / Dior / le coqcollaborationS With celebritieS
adidaS / arMani / Dior / le coqcollaborationS With celebritieS
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adidas: Katy Perry, Messiarmani: rihanna, Megan Fox, christiano ronaldoDior: charlize Theron, Natalee Portman, Mila Kunisle 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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burberrYSocial Media integration
burberrYSocial Media integration
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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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pradaaSSociative behavior (coMpenSation)
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pradaaSSociative 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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concluSionS
Social Media Strategies
Promotions and collaborations
celebrities and social media
Social media integration
associative behaviour (compensation)
Serve a purpose
Deliver engagement
offer entertainment
Enable commerce
contribute to self expression or personal branding
Social War iizt | March 2012 brian Solis | June 2012
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google ranking
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the onlY WaY iS up!
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queStionS?
Yves Saint laurent:
Fashion fade, Style is eternal.
Bullshit Terrier says:Doggy forever!
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