Social Intelligence in the Luxury Fashion Industry - Webinar

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© 2015 Brandwatch.com

Webinar/Social Intelligence in the Luxury Fashion Industry

Content [email protected] | @brandwatch

James LovejoyVice President, Social InsightsZenithOptimedia Group

Joseph Pilla

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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

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© 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

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1000+ Clients in 22 Markets | Supporting Clients in 44 Languages Rapidly Growing Client Base | Over 30% of Fortune 100

300+ Employees | Twitter Official PartnerInternational Presence: New York, San Francisco,

Brighton, Berlin, Stuttgart, Singapore98% Customer Satisfaction

Brandwatch Overview

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© 2015 Brandwatch.com© 2015 Brandwatch.com

When Heritage Meets Social

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When Heritage Meets SocialLuxury 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.

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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.

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Positioned to Succeed

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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

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Brandwatch’s Fashion Index

Analysis from September 1st – September 30th

Via: brandwatch.com/brand-indices/luxury-fashion-social-index/

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Celebrity Influencer Campaign

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What Drives Social Success?

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“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

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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

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Social Intelligence:Know Your Audience

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Know Your Audience: Gender


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Know Your Audience: Interest & Profession


Givenchy: Interests

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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

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Know Your Audience: Color Category


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SocialIntelligence:Know Your

Competitors

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Know Your Competitors: Gender

Analysis from August 1st – August 31st

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Know Your Competitors: Interest


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Know Your Competitors: Footwear Category


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How Influencers Affect Your Numbers, Audience & Business

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Campaigns: So What?

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€6.7 Billion (2014)

€31 Billion (2014)

Influencer Campaigns

SourcesForbes Chanel: http://www.forbes.com/companies/chanel/ Forbes Dior: http://www.forbes.com/companies/christian-dior/

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Campaigns: Cara & Rihanna

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52.2 Mil Twitter Followers

#6 Worldwide

4.11 mil Twitter

followers

Cara

Del

evin

gne

Riha

nna

Campaigns: Cara & Rihanna

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CaraChanel

Dior

Rihanna

Campaigns: Cara & RihannaCh

anel

& C

ara

Dior

& R

ihan

na

“Tell me what your goals are. Then I can tell you how social will support that.”

Potential Customers

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Review

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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

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Q & A

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Find our content here:www.brandwatch.com/report-luxury-fashion-industry/

[email protected]

facebook.com/brandwatch

@brandwatch

plus.google.com/+brandwatch1

Social Intelligence in the Luxury Fashion Industry - Webinar

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Transcript of Social Intelligence in the Luxury Fashion Industry - Webinar