1. FOR LUXURY BRANDS
DIGITAL MARKETING

2. CONTENT
o A Challenging Relationship: Luxury &
Digital
o The Evolution Of The Internet
o Understanding The Digital Experience
o The Importance Of Brand Content
o Digital Strategy For Luxury Brands
o Examples
o Going Further

3. A CHALLENGING
RELATIONSHIP: LUXURY &
DIGITAL

4. • LUXURY vs. DIGITAL
• EXCLUSIVITY vs. ACCESSIBILITY
• TIMELESS vs. INSTANTANEITY
• TRADITION vs. BEING RELEVANT
A COMPLEX RELATIONSHIP

5. OVER-SHARE OR WORSE
OVEREXPOSURE?
“Luxury brands should seize every available
opportunity to talk about themselves,
distinguish themselves from other brands
and receive their fascinating history.”
Daniel Bô

6. • Luxury consumers are tech savvy and
already use the web to collect information
about products they want to buy
• Social media simply is where future
consumers are
IS THIS QUESTION STILL
RELEVANT?
Source: Luxe et Brand
Content, QualiQuanti
et SAME SAME.

7. THE EVOLUTION OF THE
WEB

8. THE FIRST STAGE
• What is the internet?
– A product of the Cold War. Created in the 1970s, the initial
aim was to protect key data in case of a nuclear attack.
– During the 1980s, it became an academic exchange
network, a place for knowledge.
– The World Wide Web became public in 1993.
• Google was created in 1997 by Larry Page and
Sergey Brin
– PageRank: iterative algorithm that ranks web pages based
on the number and PageRank of other web sites and
pages that link there, on the premise that good or
desirable pages are linked to more than others.

9. THE SOCIAL WEB
Social media is "a group of Internet-based applications
that build on the ideological and technological foundations
of Web 2.0, which allows the creation and exchange of
user-generated content.”
 Web 2.0: creating and consuming content.
 The notion of user-generated content is one of the main
ideas of the web 2.0 and translates a massive change in
the way people interact with each other.

10. SO…
• World Wide Web – You type the exact address of the
website you are looking for
• Search Engine – You know what you are looking for, you
just don’t know where it is on the web
• Social Web – You don’t necessarily know what you are
looking for, but through your friends/people you follow‘s
activity on the web, you will find it. Works like a
discovery channel for users

11. THE IMPACT OF MOBILE
• Mobile – the web no longer bound to a
computer; it is accessible everywhere
• The boundaries between offline and online
become less relevant
• The growing importance of the second
screen
• Mobile redefines the way we move within a
city: geographically, meeting with our friends,
etc.

12. SOCIAL MEDIA OR THE ERA OF THE
CONSUMER/USER
• The social web has enabled online discussions
• Social recommendations have empowered consumers
• The phenomenon of co-creation: “The era when
companies created the offerings that they wanted
customers to buy is now over”
• Customers become specialists

13. UNDERSTANDING THE
DIGITAL EXPERIENCE

14. A COUPLE OF IMPORTANT
NOTIONS
• UEX - User experience
• UGC - User generated content
• SEO – Search Engine Optimization

15. WEBSITES
Are websites still relevant for all brands?
• Luxury brands have taken some time to
invest in their digital presence
• Websites are key for e-commerce but still
not a rule

16. GUCCI’S DIGITAL FLAGSHIP

17. THE IMPORTANCE OF SEARCH
• Worldwide domination of Google except in
China
• Search is key in any digital strategy as it is
still the best way to find what you are
looking for
• For brands:
– Google Ads – bid for keywords
– PageRank >>> SEO: on page + off page

19. SOCIAL PLATFORMS
– FACEBOOK
– TWITTER
– YOUTUBE
– FOURSQUARE
– INSTAGRAM
– TUMBLR
– BLOGS

26. MOBILE
Mobile is key for content, to create points of contact
between your brand and the user
Now:
– Mobile websites & Mobile apps
– iPad Apps
In the future:
– HTML 5 – Web Apps
– Augmented Reality
– The rise of 4G – 10x faster than 3G
– NFC – Near Field Communication

27. DIGITAL MARKETING
• Paid media: what brands pay for on the internet
(banner ads on websites/blogs, google/YouTube
ads, facebook ads, sponsored tweets)
• Earned media: what brands have succeeded to
earn without paying for it – which does not mean
there were no costs involved (digital PR, social PR
like blog posts). Also has benefits in terms of SEO
• Owned media: what brands publish themselves
(websites, blogs, social presences). Also has
benefits in terms of SEO.

29. THE IMPORTANCE OF
BRAND CONTENT

30. BRAND CONTENT - DEFINITION
“What we call Brand Content refers to the content that is created
or largely influenced by brands. Brands that have a symbolic,
historical or artistic nature have the internal resources to
create original content like short movies, documentaries or
books. From the moment on, the brand can think of itself as a
content publisher, with an editorial strategy and a supply of
creative content independent from its advertising campaigns.”
Daniel Bô
 Brand content strategy is complex and the aim “is not to get
the message out but to convey an ensemble of values and
develop a complex universe”.

31. BRAND CONTENT
• 3 pillars
– Content must have an intrinsic value. The theory of
the Gift of Marcel Mauss is often used to explain how
it could still lead to the act of purchasing, because,
often offered for free, the customer sees the content
as a gift.
– Brand content campaigns tend to be “integrated,”
longer and more complex. “We are not jewellery
designers, but story designers” said Stanislas de
Quercize, CEO of Van Cleef & Arpels.
– Consumers have to be seen foremost as people.
“Content marketing is not consumer-centric like
traditional marketing but cultural-centric”.

32. ARTISTIC CONTENT
INCORPORATING PRODUCTS

33. BEHIND THE SCENES

34. IN-STORE & LIVE EVENTS

35. ARCHIVE AND BRAND HISTORY AND
HERITAGE

36. PRODUCT RELATED CONTENT

37. EDUCATIONAL CONTENT AROUND
THE BRAND AND THE CULTURAL
UNIVERSE

38. INSPIRING CONTENT

39. USEFUL AND PRACTICAL
CONTENT

40. DIGITAL STRATEGY FOR
LUXURY BRANDS

41. KEY FINDINGS REGARDING
LUXURY & SOCIAL MEDIA
• The engagement is not correlated to the
size of the community
• Social media are not a promotional place
for luxury brands
• It is not just a one way communication
• Facebook should not be seen as an island
• Luxury brands are playing at a glocal level
on social media

42. KEY RECOMMENDATIONS FOR
LUXURY BRANDS ON SOCIAL MEDIA
• Be there or someone else will take your
place
• Promote content, not posts
• Position your content on the right
platforms
• Speak when you have something to say or
to share
• You only get out what you put in
• You are not at home
• Be careful of every detail

43. KEY THINGS TO REMEMBER WHEN
STUDYING A DIGITAL STRATEGY
FOR A LUXURY BRAND
• Is it related to the brand universe? Has a
brand any expertise in such domain?
• Does it strengthens the online luxury
experience?
• Is it integrated with the overall marketing
strategy (offline and online)? – Consistency is
key

45. A MAGAZINE…

46. INTEGRATED WITH AN E-SHOP

47. SEARCH: BOTH ADS AND PAGE
MATTER

49. FB: A PLACE TO PROMOTE VISUAL
CONTENT

50. TWITTER: INFLUENCERS, SOCIAL
CRM & INSIGHTFUL CONTENT

51. YOUTUBE CHANNEL

52. LIFESTYLE ON TUMBLR

53. WHAT’S NEW IPHONE APP:
MAGAZINE + M-SHOP

54. NET-A-PORTER IPAD APP
Retailers Offer Apps With a Catalog
Feel
Mia Sara, 43, a Manhattan transplant in
Los Angeles:
“It’s a reasonable facsimile of doing a
little window shopping and maybe you
stop in somewhere and get something
that piques your fancy”.
At Net-a-Porter, for example, about 15
percent of shoppers buy from the iPad
app

55. EMAIL MARKETING IS ALSO KEY

56. NET-A-PORTER LIVE: CROWD
SOURCED MARKETING

57. GOING FURTHER

58. A COUPLE OF ARTICLES TO
READ
Digital Strategies for Luxury Brands
Retailers Offer Apps With a Catalog Feel
Why the Chinese Love Logos
Burberry Brings Fragrance Sampling
Campaign Exclusively to Facebook
Burberry: A Crowd Pleaser
Microsoft Apologizes for Amy Winehouse
Tweet
L2 Research

59. HOW TO REMAIN AWARE OF ALL
NEWS?
Create your own sources of information via Twitter, save
articles on Delicious or elsewhere.
Here is some to start with:
- Lauren Indvik
- Web and Luxe
- Fashion Collective
This is me:
• List of key luxury influencers on Twitter
• Delicious – luxury
• Blog: Luxury & Social Media