Luxury brands have added another elite product to their portfolio: social media marketing. Alongside perfectly stitched handbags and diamond watch bands comes a parade of innovative social media campaigns from the luxury sector – campaigns that offer up lessons to every brand about attracting customers in the online space. The Digital IQ Index ranked the social media campaigns of 72 luxury brands across a wide range of categories. We’ve gleaned five lessons of social media that every brand can learn from following the successes (and failures) of the luxury sector from this report. Want to know your Digital IQ?
Digital IQ is a measurement of how effective these luxury brands are at creating a web presence. It is a dynamic measurement of their online growth, and examines their brand’s website, digital marketing such as email newsletters and blogs, social media presence, influence and content, and mobile efforts.
This is the second year of the Digital IQ test, and a lot has changed in the who’s who of luxury social media leaders. Louis Vuitton and Ralph Lauren remain tied for second place in the top 10, but the other 8 spots are newcomers: Coach, Gucci, Hugo Boss, Burberry, Dolce & Gabbana, Giorgio Armani and Swarovski (tied), and Tiffany.
Facebook pages are a must
If your brand doesn’t have a Facebook page, create one now. Don’t read any more of these tips until you’ve done it. The luxury brands in the top 10 ranked for Digital IQ have found success largely through Facebook: with over half a million fans and a Facebook page growth rate of over 200% year-over-year, it’s clear that Facebook is a significant part of their online strategy.
73% of the luxury brands surveyed listed Facebook as one of their top eight sources of traffic. The social networking giant is a giant boon to brand visibility.
Diversify your social media presence
Brands like Chopard, Rolex and Cartier have all sunk in their Digital IQ year-over-year in large part due to decreasing or failing to increase the number of social networks they use. Their Facebook communities lack engagement, none have a Twitter presence, and only Chopard uses YouTube.
The Digital IQ report reminds these brands – and yours – that social media is a network, not a single or static page:
“An estimated 78 percent of affluent Internet users are active on social networking sites, and 66 percent conduct research online before making a major purchase, suggesting that a limited digital presence could have a negative impact on offline sales.”
E-Commerce drives traffic, improves Digital IQ
Those luxury brands that implemented an e-commerce element to their online presence registered average traffic growth of 263 percent. As the brand that benefited most from this Fabergé saw 947% increase in traffic when it implemented e-commerce.
This lesson makes sense: if your customers can purchase your products directly from you, they’re more likely to visit your site. And, an added benefit of starting an e-commerce service is a deeper understanding of how web branding works. For luxury brands, having an e-commerce service translated to 33% higher Digital IQs than the average.
Apps are a brand’s best friend
The luxury brands surveyed don’t have a unified mobile app strategy, but those that create e-commerce-enabled apps generally have higher Digital IQs than those who don’t. For instance, Gucci’s mobile commerce-enabled app – available for a variety of smartphones and the iPad – has reached 600,000 downloads. Consumers are hungry for shopping-on-the-go, and the first brands to jump on this market demand will surely reap the benefits.
Creativity with Foursquare can lead to brand awareness
Several luxury brands have produced innovative Foursquare campaigns, giving them top marks in Digital IQ. Marc Jacobs ran a promotion offering free tickets to a fashion show and a branded “Fashion Victim” badge; Jimmy Choo challenged Foursquare users to a scavenger hunt around London with the winners receiving free running shoes; Coach gave free cologne to those who checked in to its Men’s Store during the grand opening.
These campaigns are anecdotal evidence of the growing Foursquare trend: Louis Vuitton, the luxury brand Foursquare leader, has 25,000 Foursquare friends, almost 5,000 check-ins and nearly 3,000 unique visitors. Think about how these numbers could be leveraged to get more foot traffic in your brick-and-motor.
Luxury brands are turning to social media and their digital presence to retain and attract new customers. See how your Digital IQ stacks up against theirs by examining these five lessons and checking out the Digital IQ report.
Random House launched a website Tuesday celebrating the films and television shows that came from its books. Called Words and Film, the site has a lot of Hollywood-produced video (movie trailers), a few interviews with moviemakers and some lists (because the Internet likes lists).
The site brings together the film and TV properties derived from all of its imprints. Random House is the biggest of the Big 6 publishers, a parent to a wide array of publishing arms. Words and Film brings together books published by Knopf (Steig Larsson's "The Girl with the Dragon Tattoo," "Never Let Me Go" by Kasuo Ishiguro), Scholastic ("Harry Potter and the Deathly Hallows" by J.K. Rowling), Ballantine ("Morning Glory" by Diana Peterfreund), Vintage ("Cool It: The Skeptical Environmentalist's Guide to Global Warming" by Bjorn Lomborg) and more.
Or rather, it brings together the movies and TV shows based on those books.
There are two interesting aspects to the site: first, the collapsing of boundaries between imprints, which would generally act independently of one another, doing marketing and promotion book by book. Secondly, it's a new take on the publishing life cycle: In most cases, by the time a movie is released, the initial marketing push around a book is long over. Generally, by the time a book gets to the screen, it's history -- and the screen version brings it new life, and broader reach. So Random House is interrupting the traditional workflow of book promotion to better fit how people consume culture; that seems smart.
But can the editors and contributors to the site, all Random House staffers, bring a critical eye to the film adaptations they're writing about? How many times have you seen a movie version of a beloved novel only to be disappointed? Will the publishers' website ever say something like, "Skip the film, read the book"?
-- Carolyn Kellogg
Video: A video promoting the "Wallander" mystery series on PBS is featured on the Random House website. Author Henning Mankel's "Wallander" series is published by Vintage. Credit: PBS
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As a small business owner, you may have realized the importance of SEO services in order to tap into the millions of online users who are looking for your products or services. Whether you have a business website or an e-commerce one, SEO services are a must for giving your website the visibility it needs to bring your business to the attention of potential online customers. After all, if you are invisible to your customers, they will be unable to buy from you and they may go to a competitor who has paid proper attention to search engine optimization for his/her website. If you are not using SEO services for your website yet, find a SEO company today so that you can make your website an effective marketing tool for your business. There are many companies providing affordable SEO services, out of which you need to select the one that suits your requirements perfectly.
However, your role doesn't end at just finding an appropriate SEO company. You need to ensure that you are getting the right SEO services for your business website, which will give maximum benefit to your business. Make sure that your SEO Company offers you the following SEO services, no matter which package you go for:
- Keyword Research
- Upgrades in your Website
- SEO Reports
Major companies offer this SEO service, as it is a crucial part of any website optimization campaign. Keyword research is the first step experienced SEO companies take in starting your SEO campaign. This includes researching on all the keywords applicable for your products and services as well as analysis of the keywords major competitors are using for their website optimization. Only after a thorough research of keywords will the SEO Company be able to figure out which keywords are being used to search for your products and services. Once the keywords are determined, a compelling copy needs to be written including these keywords, so that search engines are able to cache your site into the relevant category. Keyword research is hence the key SEO service which starts the website optimization process for your SEO campaign.
Your SEO Company needs to check your business website thoroughly in order to ensure that it is in compliance with the rules of major search engines. The SEO services you avail of should hence include an in-depth analysis of your website. The SEO firm can then decide what SEO tools to use to optimize the site at the backend. In case upgrades in your website are required, the SEO company can work accordingly. The company can then add new pages or sub domains which are required to improve your site's rankings.
The main reason you are hiring SEO services is to get targeted traffic to your website. But how do you analyze whether that goal has been achieved or not? SEO reports is the answer to that question. Your SEO Company should be able to provide you with important SEO reports like keyword rankings and website traffic reports in order to prove the success of the website optimization campaign. Some SEO companies promise to increase traffic but end up only bringing in spam traffic; to avoid this, you should ask your SEO company for relevant reports as part of the SEO service you are hiring.
Analytix Solutions is an affordable SEO services provider. With a solid experience of many years, Analytix can become your SEO Company and help you improve search rankings of your website. Analytix offers customized SEO packages according to individual requirements. Article Source: |
Senator-Elect Rand Paul Pushes Earmark Ban - FoxNews.com
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