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Social Intelligence in the Luxury Fashion Industry - Webinar

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Brandwatch
Brandwatch

In this webinar we examine the opportunity social media presents not just for luxury fashion brands, but for all businesses, to understand their audiences. We’ll share the findings from our latest industry report on the luxury fashion market, including: – The relationship between brands and their audiences – How social intelligence gives brands the means to quantify trends – Where companies like Chanel, Tory Burch, and Gucci rank on our Luxury Fashion Social Index

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1 #brandwatchtips © 2015 Brandwatch.com Webinar/ Social Intelligence in the Luxury Fashion Industry Content Researcher jamesl@brandwatch.com | @brandwatch James Lovejoy Vice President, Social Insights ZenithOptimedia Group Joseph Pilla
2 #brandwatchtips © 2015 Brandwatch.com Coming Up • When Heritage Meets Social – Why fashion hesitates on social • Social Intelligence Applications • Know Your Audience: • Who is your audience? • What are they saying about your brand? • Know Your Competitors • Understand the industry through social data • Inform designers, marketers and competitive analysis • Influencer Campaigns • How a campaign does and doesn’t affect a business
3 #brandwatchtips © 2015 Brandwatch.com3 Don’t be shy/ We’d love your participation • Ask questions in the session chat • Tweet about our discussion @brandwatch #brandwatchtips A download and recording of the webinar will be made available after the event
4 #brandwatchtips © 2015 Brandwatch.com 1000+ Clients in 22 Markets | Supporting Clients in 44 Languages Rapidly Growing Client Base | Over 30% of Fortune 100 300+ Employees | Twitter Official Partner International Presence: New York, San Francisco, Brighton, Berlin, Stuttgart, Singapore 98% Customer Satisfaction Brandwatch Overview
5 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com When Heritage Meets Social
6 #brandwatchtips © 2015 Brandwatch.com When Heritage Meets Social Luxury Fashion Brands: Social Media: • Exclusive • Control Branding • Ubiquitous • Easy access Source: Deloitte Touche Tohmatsu Limited. Global Power of Luxury Goods in 2014. In the hands of the consumer. 2014.
7 #brandwatchtips © 2015 Brandwatch.com When Heritage Meets Social
8 #brandwatchtips © 2015 Brandwatch.com When Heritage Meets Social Crisis: • Lost branding exclusivity • Audience’s voice outweighs brands • Brands maintain .37% of their brand conversation on Twitter Opportunity: • Direct the conversation • 42% Replies & RTs • response to brands, influencers, friends • 57% audience tweets • response to products, events, etc.
9 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com Positioned to Succeed
10 #brandwatchtips © 2015 Brandwatch.com Positioned to Succeed • People are passionate about fashion • Fashion brands already understand their audiences and build tight-knit communities offline • Fashion brands and campaigns already generate significant social interest and conversation
11 #brandwatchtips © 2015 Brandwatch.com Brandwatch’s Fashion Index Analysis from September 1st – September 30th Via: brandwatch.com/brand-indices/luxury-fashion-social-index/
12 #brandwatchtips © 2015 Brandwatch.com Celebrity Influencer Campaign
13 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com What Drives Social Success?
14 #brandwatchtips © 2015 Brandwatch.com “Tell me what your goals are. Then I can tell you how social will support that.” Social Intelligence Use Cases • Brand & Trend Monitoring • Campaign Measurement • Command Center • Community Management • Competitor Intelligence • Content Strategy • Consumer Insights • Customer Service • Influencer Marketing • Product Development & Feedback • Reputation & Crisis Management • Social Selling
15 #brandwatchtips © 2015 Brandwatch.com Social Intelligence Use Cases • Brand & Trend Monitoring • Campaign Measurement • Command Center • Community Management • Competitor Intelligence • Content Strategy • Consumer Insights • Customer Service • Influencer Marketing • Product Development & Feedback • Reputation & Crisis Management • Social Selling
16 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com Social Intelligence: Know Your Audience
17 #brandwatchtips © 2015 Brandwatch.com Know Your Audience: Gender Analysis from September 1st – September 30th
18 #brandwatchtips © 2015 Brandwatch.com Know Your Audience: Interest & Profession Analysis from September 1st – September 30th Givenchy: Interests
19 #brandwatchtips © 2015 Brandwatch.com Know Your Audience: Categories • Fully customizable categories • Separate conversation by any term or phrase: • Accessories • Clothing Items • Colors • Footwear • Analyze within or compare across brands or categories
20 #brandwatchtips © 2015 Brandwatch.com Know Your Audience: Color Category Analysis from September 1st – September 30th
21 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com Social Intelligence: Know Your Competitors
22 #brandwatchtips © 2015 Brandwatch.com Know Your Competitors: Gender Analysis from August 1st – August 31st
23 #brandwatchtips © 2015 Brandwatch.com Know Your Competitors: Interest Analysis from August 1st – August 31st
24 #brandwatchtips © 2015 Brandwatch.com Know Your Competitors: Footwear Category Analysis from August 1st – August 31st
25 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com How Influencers Affect Your Numbers, Audience & Business
26 #brandwatchtips © 2015 Brandwatch.com Campaigns: So What?
27 #brandwatchtips © 2015 Brandwatch.com €6.7 Billion (2014) €31 Billion (2014) Influencer Campaigns Sources Forbes Chanel: http://www.forbes.com/companies/chanel/ Forbes Dior: http://www.forbes.com/companies/christian-dior/
28 #brandwatchtips © 2015 Brandwatch.com Campaigns: Cara & Rihanna
29 #brandwatchtips © 2015 Brandwatch.com 52.2 Mil Twitter Followers #6 Worldwide 4.11 mil Twitter followers CaraDelevingne Rihanna Campaigns: Cara & Rihanna
30 #brandwatchtips © 2015 Brandwatch.com Cara Chanel Dior Rihanna Campaigns: Cara & RihannaChanel&Cara Dior&Rihanna “Tell me what your goals are. Then I can tell you how social will support that.” Potential Customers
31 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com Review
32 #brandwatchtips © 2015 Brandwatch.com Review • Fashion has been slow to adopt social, yet they are well positioned for it • Social Intelligence can inform decisions across a business • Know Your Audience • Identify who is discussing your brand and how they are discussing it • Gender, Interest, Profession, Customizable Categories • Know Your Competitors • Understand the industry through social data, informing product, marketing and competitive decisions • Volume of conversation ≠ amount of new business • Broad vs. Targeted Campaigns
33 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com Q & A
34 #brandwatchtips © 2015 Brandwatch.com Find our content here: www.brandwatch.com/report-luxury-fashion-industry/ contact@brandwatch.com facebook.com/brandwatch @brandwatch plus.google.com/+brandwatch1

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Social Intelligence in the Luxury Fashion Industry - Webinar

Editor's Notes

  1. Joe on list – Chanel’s name brings them Burberry has done a lot more