The luxury goods industry is shifting focus from which markets drive growth to which channels drive growth. 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. In today’s complex digital world, there is an increasing number of different ways to reach customers. It makes it difficult for marketers to stay on top of this evolution and to ensure the right mediums are leveraged in function of the business and marketing objectives. Multiple clients have already given Duval Union Consulting their trust for managing their marketing projects, from strategy to implementation.

1. AMPLIFYING
STORYTELLING in your
MARKETING PLAN
CAROLE LAMARQUE for SOCIALMEDIADAY

2. WHO ARE WE?

3. CAN DO TEAM

4. OUR MISSION
SOLVING YOUR CHALLENGE

5. ONZE KLANTEN

6. INFLUENCER
MARKETING

7. WHY DOES THIS MATTER TO YOU?

8. 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

9. 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

10. 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%

11. 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

12. Why are you
not doing it?

13. Start doing it!
Only 20% of brands are
using advocate and referral
programs in their marketing
–MarketingCharts
20%
Only 20%
do it today!

14. WHO IS AN INFLUENCER?

16. 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 ?

17. 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

18. INFLUENCER MARKETING
THE MODEL

19. INFLUENCER IMPACT
REACH
AUDIENCE SIZE
ENGAGEMENT
RESONANCE POWER
RELEVANCE
CONTEXTUAL FIT

20. 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

21. 8 THINGS INFLUENCERS CAN DO FOR YOU
REACH ENGAGEMENT
LOW RELEVANCE
HIGH RELEVANCE
Celebrity Connector AnalystCreative
Personality Authority JournalistInsider

22. What’s your
unfair advantage?

23. 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

24. WHO DID IT BEFORE ?

27. WHY STORYDOING?

28. 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%
2011201020092007 2008

29. 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%
2011201020092008
STORYTELLING
STORYDOING
2,8%
0,8%

30. 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 assets1 2

31. 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

32. The luxury goods industry is shifting focus from
which markets drive growth to
which channels drive growth.

33. 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:

34. LOUIS VUITTON IS
TOP DOG IN THE
LUXURY INDUSTRY
DOMINATING IN
TERMS OF
FOLLOWING AND
ENGAGEMENT ON
ALL SOCIAL
NETWORKS
1

35. DIOR GAINED
OVER 1.7 MILLION
FOLLOWERS ON
INSTAGRAM IN
UNDER 3 MONTHS
THANKS TO THE
INVOLVEMENT OF
WELL-CHOSEN
CELEBRITIES
2

36. TESLA DOMINATES
FERRARI ON WITH
FEWER POSTS
AND A SMALLER
AUDIENCE
BUT OVER 68%
OF SHARE OF VOICE
3

37. OVER 75% OF TAG
HEUER AND
HUBLOT’S POSTS
ON BOTH TWITTER
AND FACEBOOK
ARE PICTURE-
BASED
4

38. 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

39. BATTLE
FERRARI VS TESLA

40. 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)

42. 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

44. While Tesla currently has a much bigger
audience on Twitter
Ferrari managed to achieve higher levels of
overall engagement

45. 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

46. KEY LEARNINGS FOR LUXURY BRANDS

47. THEY ARE FINDING NEW
WAYS TO TELL THE STORY
ON SOCIAL MEDIA AND TO
INVOLVE THEIR FANS IN
THE STORYTELLING
1

48. 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

49. 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

50. 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

51. 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.

52. THANK YOU

53. CAROLE LAMARQUE
carole.lamarque@duvalunion.com
+32 478 33 7000
@caroberry
FOLLOW ME ON TWITTER