The Year in Digital according to L2

Great informative video! Check it out!

Gucci Digital Strategy

Gucci's ranking in the 2010 Digital IQ is no surprise. This gifted brand is very present online and uses tools that differ from most of the luxury brands. First of all Gucci has a great digital flagship store (here) that is very easy to navigate and where you can access their shopable video (see pic below). This is a very interesting and innovative way to sell their products online. They are basically telling a story in their little film/ad to make you want the product. Also it enables the customers to see how the item looks like in "real life". 

Moreover, last fall Gucci debuted GucciConnect (here) to complement its Spring/Summer 2011 show in Milan: viewers could watch the show streamed online as well as some backstage footage. Since then, they have been streaming other shows and inviting bloggers to talk live about it on the website. With all of this, Gucci definitely show us that they know how to use digital interfaces to communicate exclusivity (e.g.: it is not often that you can see a show and see what happens backstage). 

Gucci also uses history as a way to push forward. Indeed, on its Tumblr page (here), the brand highlights its history with archive images along with recent runway shows high-resolution pictures. Finally, Gucci is also very active on Facebook; they constantly update content, video and pictures and really focuses on creating a relationship with their fans by engaging with them.  

Basically, Gucci really takes advantage of the web and has a strong digital strategy... and in addition to what we have seen, Gucci is obviously present on many other social media sites and has iPhone/iPad apps. 

Reputation Management Seminar

Assignment for my reputation management course (to do a reputation manager job description)


Hotel looking for a Reputation Manager 

Responsibilities

Within the public relations department, you will be in charge of building, maintaining or rehabilitating the reputation of our hotels through:

• Monitoring the online reputation of our hotels (on websites, social networking sites, consumer reviews site, etc...)
• Cultivating the conversation about our hotels on various social media sites
• Creating and using positive content about our hotels
• Promoting this content on social networking sites, websites, blogs and others for the search engines to pick it up (do SEO)
• Responding quickly, appropriately and effectively to counter negative comments
• Planning strategies in case of crisis 
• Measuring the success of implementing your reputation management role by:
• monitoring new reviews about the hotels (positive/negative ratio)
• using indexes such as ReviewPro
• tracking with analytics (e.g.: the Global Review Index) and semantic analysis 
• looking at how much traffic you have generated to the hotels' websites

This position also relates to Social Media Marketing management in the sense that most of the conversation made about our hotels will take place on social media sites such as Facebook and Twitter. Moreover these sites are very important in the work of reputation management because they will give you the opportunity to interact and respond with whomever is talking about us and it will allow you to get influencers to talk about our properties.

Qualifications

• Master degree in communication, marketing, IT or hospitality management
• Social Media savvy: social networking sites are part of your daily life
• Demonstrate great ease with computer and internet in general
• Can quickly process data
• Excellent knowledge in SEO (understanding the inner workings of search engine algorithm is a +) 
• Excellent communication skills 
• Perfect English, other languages are a +

These skills differ from "regular" management skills in the way that you have to be able to monitor much more than other managers; you have to foresee how our reputation will develop to maintain it rather than perform problem solving. Moreover, a ORM has to be extremely good with online consumer service: has to have the proper skills to deal with negative comments about our properties. 

GCOMMERCE ... "digital marketing that works" or NOT

Gcommerce

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The 4 E's of Luxury Brands Digital Marketing

Did you ever hear of the 4 Es of digital marketing for luxury brands?

Experience

Exclusivity

Engagement

Emotion

A very interesting article about the 4 E's says that the key challenge for luxury brands is to correctly position their brand online, and the way to do this is through a comprehensive understanding of their digital landscape. This  means they have to know who are their consumers, how do they use digital media and what are the competitors doing.

Once this is set, to effectively reach out to its consumers, brands need to provide an online experience which will rise emotions and engage with consumers. However luxury brands need to be careful. There is a tricky aspect to digital marketing which is the "Exclusivity" part. Because online is often associated with "available everywhere", brands need to be visible online but remain exclusive. One way to do so is to create platforms exclusively for consumers, as a community (eg: Burberry's Art of Trench where customers become part of the Burberry online community, or DFV providing a limited edition product only available through its iPhone app). We could therefore say that digital marketing might offer a great opportunity to control and enhance a brand’s exclusivity. It’s what the article calls“prestige technology.”

A well though digital marketing stratgey is crucial for luxury brands and pays off when it takes into account the 4 E's. For instance Burberry just reported that by switching the majority of its marketing budget to digital experiences, it enjoyed a 29% increase in revenue.

The 4 E's, a great guideline for luxury brands to follow!

Ralph Lauren and mobile apps

Leading the way in m-commerce, Ralph Lauren started setting standards in digital media already a few years back. Remember in 2009 (quite some time ago from a digital standpoint!) when Ralph Lauren launched the Rugby brand and an iPhone app to go with it? It was truly something unique in terms of the experience that it provided to users. The "Rugby Make Your Own" application (see video below) was very innovative in terms of how to connect with the consumers. But the brand did not stop the application to mobile devices; Ralph Lauren took the app outside the iPhone by engaging with customers through interactive store windows, outdoor display content and its online store.

As for a more recent app, you can check the Ralph Lauren Collection App which features highlights of the  latest runway shows  and give you a closer look at the season's styles thanks to a Lookbook feature. It also allows you to get connected immediately with Ralph Lauren Collection specialists using the "Call a Personal Shopper" option. 

For more info, visit Ralph Lauren official website or their Rugby brand!

Hotel du Petit Moulin SEO

Few slides on what differentiators the Hotel du Petit Moulin could/should use to improve their online visibility and therefore bookings. From our research we concluded that the hotel is not using properly differentiators to appear in organic search results and could gain a lot in revising its strategy.

Hotel du Petit Moulin