Luxury Strategy: The Facebook Marketing for Luxury Brands or Brands aiming to be positioned as luxury brands!

1. Sign Up It’s free and anyone can join Topic: I am: Advisor: Date: The Facebook Marketing for Luxury Brands: Case Studies: Louis Vuitton, Gucci & Burberry Emily Yu-ting Chen,GMBA Chun-Yao, Huang, PhD. June 30th, 2010 Sign Up Create a page for celebrity, brand or business

2. Outline

3. Study of Purpose I:Motivation

4. Study of Purpose II Why FB?

5. Study of Purpose II 3 Luxury Case Studies: Different Country of Origin

6. indings

7. Managerial Implications Facebook Marketing for Luxury brands T-STP

8. Luxury Background: Luxury Definition Luxury Pierre Xiao Lu (2008), 6 characteristics of luxury definition

9. Luxury Background: Luxury Strategy Source: Edited from Luxury Strategy Course Material by Vincent Bastien Online Strategy: “Always communicate via the internet, but never sell on the internet”

10. Luxury Background: Communication Strategy Dream Equation – Four typical situations(Bernard Dubois HEC) Source: Edited from Luxury Strategy Course Material by Vincent Bastien

11. Background Social utility for efficient communication with friends, family and coworkers February 2004, Palo Alto, Calif. U.S. Technologies that facilitate the sharing of info via the social graph, the digital mapping of people's real-world social connections. Anyone

12. Background Users:>400 m active users, >200m log on/day Sharing:>5 b pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared/week Global:70% of Facebook users are outside the United States Network effect: 130 friends, sends 8 friend requests/m Interactivity:>20m people become fans of Pages/day>500,000 active applications

13. Empirical Studies I – Brand Offline History of LV, Gucci and Burberry Brand Characteristics : Icons Potato

14. Empirical Studies I – Brand Offline Product Pyramid & its Luxury Strategy Louis Vuitton Dream -Luxury Strategy- Quality/$ ratio Investment -Premium Strategy- Awareness, Imitation -Fashion Strategy-

15. Empirical Studies I – Brand Offline Product Pyramid & its Luxury Strategy Gucci Dream -Luxury Strategy- Quality/$ ratio Investment -Premium Strategy- Awareness, Imitation -Fashion Strategy-

16. Empirical Studies I – Brand Offline Product Pyramid & its Luxury Strategy Burberry Dream -Luxury Strategy- Quality/$ ratio Investment -Premium Strategy- Awareness, Imitation -Fashion Strategy-

17. Empirical Studies II – Brand Online Facebook Marketing: Search, Application & Features, Content Search

18. Empirical Studies II – Brand Online Facebook Marketing Search

19. Empirical Studies II – Brand Online Facebook Marketing Application & Features

20. Empirical Studies II – Brand Online Facebook Marketing Application & Features

21. Empirical Studies II – Brand Online Facebook Marketing Application & Features

22. Empirical Studies II – Brand Online Facebook Marketing Content: Informational / Functionality /Externality /Interactivity

23. Empirical Studies II – Brand Online Facebook Marketing Content: Informational

24. Empirical Studies II – Brand Online Facebook Marketing -Content: Functionality

25. Empirical Studies II – Brand Online Facebook Marketing - Content: Functionality

26. Empirical Studies II – Brand Online Facebook Marketing -Content: Externality

27. Empirical Studies II – Brand Online Facebook Marketing -Content: Interactivity

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29. Conclusion: Managerial Implications Facebook Marketing for Luxury brands T-STP

30. Indings: IMC

31. Indings: IMC Online+Offline Other IMC Tools

32. Indings: IMC Local Strategy

33. Indings: CRM

34. Indings: WOM

35. Indings: WOM Language Inconsistency(5) Negative message Spam Ads

36. Indings: C.B.– AIDMA to AISAS

37. Indings: C.B.– AIDMA to AISAS Action! Share! Search!

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