We often see companies who are fixated on driving fan acquisition. But what to do once you’ve gotten a ‘like’?

Join us Tuesday, 14 February as we discuss driving value through social media, not just buzz.

We’ll be kicking off at 2:30pm with a half hour of networking followed by a 1-hour panel discussion starting at 3pm.

Register online here: http://socialmediaweek.org/event/?event_id=1654

We look forward to seeing you!

KakaoTalk vs Line

Koreans say ‘KakaoTalk me’ instead ‘Text me’. This phenomenon shows how KakaoTalk is actively used by Koreans. KakaoTalk has over reached a billion daily messages! The number of messages delivered on KakaoTalk is exponentially increased over the past year. The number of message amount sent over KakaoTalk per minute is equivalent to the number of Google search created and the number of stories created on Newsfeed of Facebook each minute. Read More 

While KakaoTalk is dominating Korea, Line is rapidly conquering foreign countries. Line currently retains a large number of users in Europe which became its driving force of the growth. Moreover, Line reported on January 27^th that the number of users is increased by 5 million within a month after it reached 10 million downloads. Read More

카카오톡, 하루 메시지 전송 10억건 돌파 vs. 네이버 `라인` 카카오톡 아성 깰 수 있을까

요즘은 ‘문자해’라는 말 대신 ‘카톡해’라는 말을 한다고 하죠. 카카오톡의 위력이 정말 대단한데요. 최근 하루 메시지 전송 건수가 무려 10억건을 돌파했다고 합니다.

카카오톡이 국내에서 입지를 굳건히 하고 있을 때, NHN의 모바일 메신저 ‘라인’은 해외 사용자 증가로 급성장하면서 국내 1위 업체 카카오톡의 아성을 넘보고 있습니다.

NHN은 라인이 유럽 등 해외 사용자수의 급증으로 지난해 12월25일 1000만 다운로드를 돌파한지 한 달 만에 사용자 수가 500만명이나 늘었다고 27일 밝혔습니다.

Social Trend – Social TV, Social Game, LB Social Shopping

What’s hot trend in social media? Let’s look into latest news in social TV, social game, and LB social shopping.

1.     ‘Watch, Talk, and Share’ through Social TV

The idea of ‘TV+SNS = Social TV’ is catching users’ eyes and rising as a hot trend in social media. KTH launched ‘TV Talkers’ which allows sharing audiences’ opinions on the same program they are watching through smartphones. Also it allows app users to recommend TV programs each other to make their opinions are reflected on the program ratings. Read More

 2.     Naver, intensifying its business on social game by providing ‘App player’

Naver has launched an ‘App player’ which integrates the management system for social games. This benefits users to play with their friends more easily because it does not require the boding on Naver blog or Me2day between the players. Read More

 3.     NHN, launching a LB social shopping

NHN has announced that they are planning to launch a social shopping business with location based system in the first year of 2012. Currently many social commerce sites provide LB coupons to users. It is expected that NHN’s new business would go into a battle against social commerce sites. Read More

소셜 트렌드 – 소셜 티비, 소셜 게임, 그리고 위치기반 소셜 쇼핑

요즘 각광받고 있는 소셜 트렌드인 소셜 티비, 소셜 게임 그리고 위치기반 소셜 쇼핑에 대해 알아봅시다. .

1.    ″보고 말하고 평한다″…2012년 소셜TV 앱이 뜬다

종편 출범으로 지상파와 케이블TV 등의 시청률 경쟁이 더욱 거세진 가운데, TV와 SNS가 접목된 앱들이 주목을 받고 있습니다. 그 중 KTH가 최초로 선보인 ‘TV 토커스’는 같은 채널을 보고 있는 시청자들이 스마트폰을 통해 의견을 제시하고 추천글을 올리며 소통하는 앱인데요. 이전의 TV 앱이 방송을 볼 수 있게 하는데 그쳤다면 TV 토커스는 SNS를 통해 시청자들이 직접 시청률 집계에 자신들의 의사를 반영할 수 있다고 합니다.

2.    네이버 `소셜 게임` 강화…소셜 앱 통합관리 서비스

네이버가 소셜 게임을 통합 관리할 수 있는 앱 플레이어 서비스를 소셜 앱스에 추가하였는데요. 블로그나 미투데이를 통해 친구를 맺지 않더라도 친구 초대를 통해 쉽게 게임을 즐길 수 있다는 장점이 있다고 합니다.

3.    NHN, `위치기반 소셜쇼핑` 사업 나선다

NHN이 이르면 상반기 위치기반 서비스를 이용한 소셜쇼핑 사업을 전개할 전망이라고 합니다. 현재 소셜커머스 업체들이 위치기반 쿠폰 서비스를 이미 제공하고 있어 NHN의 새로운 사업은 소셜커머스 업체들과 경쟁하게 될 것으로 보입니다.

Daum provides a real time Twitter people rankings

Daum Communications provided a real time Twitter people rankings. This ranking is based on the frequency of mentions people talked on Twitter. Now, about 5.4 million Korean Twitter users are allowed to check who is the man of the moment. Read More

 다음, ‘실시간 트위터 인물 검색‘ 서비스 시작

다음커뮤니케이션이 트위터에서 많이 회자되는 인물의 순위를 실시간으로 확인할 수 있도록 ‘실시간 트위터 인물 검색’ 서비스를 시작합니다. 트위터 이용자들은 544만명의 회원들 중 누가 화제가 되고 있는지 실시간으로 확인이 가능해졌네요.

Trust SNS? Yes (43%) vs No (40%)

It is reported that 43% of the participants answered they would trust information on SNS whereas other 40% says ‘No’ to the question. Nonetheless, it is interesting the portion of young answerers have tendency to trust more SNS than baby boomers. In the age of 19 to 29, the portion of positive answers on the question was 47.7% which was 10% higher than the negative answers. This phenomenon was similarly showed in the age of 30s. In contrast, the negative answers on the question in the age of 50s and 60s were 10% higher than the positive answers. Read More

“SNS 신뢰한다” 43% vs. “안한다” 40%

TV와 소셜미디어의 결합을 통해 소비자의 시청 행태도 변화하고 있습니다. 최근 한 조사에 따르면, 한국 소비자의 55%는 외출시 모바일 기기를 통해 TV를 시청하며, 그 중 71%는 스마트폰으로 TV를 시청한다고 합니다. 이는 16개의 조사 대상국 가운데 가장 높은 비율입니다. 또한 응답자 중 76%가 ‘소셜TV’를 시청하면서 소셜 플랫폼을 통해 비슷한 관심사를 가진 다른 시청자들과 의견을 교환하는 것으로 나타났습니다.

www.facebook.com/OgilvyPRSeoul

So, what happened at Facebook Studio Live? Hundreds of agency heads, clients and industry professionals gathered together on a rainy Wednesday afternoon at the trendy space at Carriageworks in Eveleigh. There has always been a cloud of mystery and secrecy that surrounds the Facebook brand, which was evident upon arrival. Small Facebook branded moleskins were handed out and guests not knowing what to expect were ushered into dark auditorium with microkitchens on either side of the room that included unlimited refreshments and snacks, we later learned a staple feature of every Facebook office. The crowd got to hear from superb speakers about the Facebook hacker culture, the evolution of Facebook over the past decade, creative solutions for advertising, and the deepest level of Facebook insights and metrics available to brands with additional ad spend (of course.) My top four key takeaways I took from the day are summarised below:

1) The most successful social campaigns have impact through ALL of the following: connections, engagement, influence, and integration. The best social marketers in the world don’t create campaigns that just have the BIG idea any more, they create social programs that scale in all four categories. How do you do this? It all starts with the standard creative brief and asking two key questions a) What is the key engagement insight? b) What is the social insight?

2) Don’t underestimate the power of the conversation calendar. More and more marketers are fighting for the same short-attention span on Facebook. So, what does this mean for brand pages? Facebook is about creating authentic relationships and creating a community management strategy and conversation calendar that demonstrates the following:

• Understand what motivates social behavior
• Have a clear purpose and authentic voice
• Create many meaningful and light-weight experiences
• Posting is like a dinner party, be a brilliant conversationalist
• Creative is both an art and a science

3) Facebook Studio online offers a fantastic wealth of global information and resources available to all marketers, brands, and agencies. The site aims to celebrate the great work of agencies and marketers and inspire others, while sharing resources to help strengthen existing Facebook campaigns. Take for example the Flair Fashion Tag campaign. This highly innovative and creative Facebook app developed by Belgian agency Duval Guillaume Modem allowed people to easily tag pieces of clothing in photos and share them with friends. All “fashion tags” were then displayed on the Flair Facebook Page and the top submissions were also featured in a magazine, a nice integration between Flair’s offline and online presence. This campaign was one of the first ever to be featured on the site and even earned a Media Lion at Cannes last year.

4) The possibilities for brands on Facebook are boundless. Facebook allows brands to connect with consumers in a digital world with the same authenticity as the real world. According to Mark D’Arcy, Director of Creative Solutions at Facebook, successful Facebook campaigns for brands focus on utility, relevance, caring/sharing, and light-weight design, rather than disruption. If used smartly and strategically, a Facebook brand page is one of the most amazing devices for storytelling and understanding consumer insights.

There are just a few of the takeaways I took away from Sydney’s first ever Facebook Studio Live. I will be sharing more content and key learnings over the next few weeks!

It’s also worth noting that Japan has added 500,000 users and Korea 347,000 users in the past month – Japan has the highest growth rate (8.01%) of the top 25 countries – so we also expect to see the social media landscape changing rapidly in both these markets in 2012.

Facebook Asia – January 2012 (as quoted from Socialbakers.com).

]]> http://www.asiadigitalmap.com/2012/01/india-now-worlds-second-largest-facebook-country/feed/ 1 http://www.asiadigitalmap.com/2012/01/korea-december-social-media-news-update/ http://www.asiadigitalmap.com/2012/01/korea-december-social-media-news-update/#comments Tue, 10 Jan 2012 09:09:46 +0000 Jane Lee http://www.asiadigitalmap.com/?p=5247

LinkedIn launches Korean language service
LinkedIn, the biggest business SNS devoted to professionals, launched a Korean language service. Already 300,000 of Korean professionals had created profiles on LinkedIn even before its offering in Korean. This new language service will bring better opportunities for Korean users who want to broaden their manpower network throughout the world.
Read more

링크드인, 한국어 제공…전문인력 SNS 겨냥
세계 최대의 전문가용 비즈니스 SNS인 링크드인이 한국어 서비스를 시작했습니다. 한국어 서비스가 시작되기 전에 이미 300,000명의 한국 전문가들이 링크드인에 자신의 프로필을 작성했는데요. 이 새로운 서비스가 전 세계로 인력 네트워크를 확대하려는 한국 이용자들에게 기회를 확대시켜 줄 것으로 기대됩니다.

I’M IN’s takeoff for a location-based marketing tool
I’M IN, Korea’s most used LBSNS, is making a new leap for a real-time marketing platform. Owners of small business, brick-and mortar and franchise are now able to promote their store and brand through ‘I’M IN Biz’, which is making a contribution to communication between brand and consumer. 
Read more                          

아임인, 위치기반 마케팅 수단으로 도약하다
한국에서 가장 많이 이용되는 위치기반 서비스 아임인이 실시간 마케팅 플랫폼으로 새롭게 도약하고 있습니다. 소상공인, 소매상, 프랜차이즈 사업가들은 ‘아임인 비즈’를 통해 자신들의 가게나 브랜드를 홍보할 수 있게 되었는데요. 이는 브랜드와 고객 간의 소통을 더욱 활발하게 하는 데 도움을 줄 것으로 기대됩니다.

Mobile SNS seeking for Revenue Model
Mobile based SNS companies are setting out new revenue models. Kakao Talk introduced an advanced emoticon service at additional charge, and I’M IN presented a new business platform called ‘I’M IN Biz’. The outcome of these new models is expected to have a huge effect on app developers from now on.
Read more

모바일 SNS “수익모델 찾아라“
모바일 기반의 SNS업체들이 수익 모델 발굴에 적극 나서고 있다는 소식입니다. 카카오톡은 새로운 이모티콘 서비스를 유료로 내놓았고, ‘아임IN’의 경우 ’아임IN 비즈’라는 플랫폼의 비즈니스 서비스를 선보였는데요. 모바일 기반 SNS를 활용한 수익모델의 성공여부가 앞으로 앱 개발자들에게 많은 영향을 미칠 것으로 보입니다.

Smartphone TV driving out home TV
The combination of TV and social media is changing viewers’ behavior. A recent survey by Motorola Mobility founded that 55% of Korean consumers watch TV through mobile devices when they are out. And of the 55%, 71% answered they use smartphone to watch TV, which refers to the highest percentage among 16 countries that have gone through the survey. 76% of Korean respondents said they watch ‘social TV’ so they can engage with other TV viewers with similar interests through social platforms.
Read more

손 안의 스마트폰TV, 안방TV 몰아낼까?
TV와 소셜미디어의 결합을 통해 소비자의 시청 행태도 변화하고 있습니다. 최근 한 조사에 따르면, 한국 소비자의 55%는 외출시 모바일 기기를 통해 TV를 시청하며, 그 중 71%는 스마트폰으로 TV를 시청한다고 합니다. 이는 16개의 조사 대상국 가운데 가장 높은 비율입니다. 또한 응답자 중 76%가 ‘소셜TV’를 시청하면서 소셜 플랫폼을 통해 비슷한 관심사를 가진 다른 시청자들과 의견을 교환하는 것으로 나타났습니다.

Messenger & SNS apps used most with smartphone
According to a Korean Android smartphone application analyzing site ‘appsooni(www.appsooni.com)’, 5 of 10 most used apps in November turned out to be communication related apps, such as messenger and SNS. Facebook entered into top 10 for the first time as SNS. The average time that one spent on Facebook app was 13 minutes per day, and the average number of access to Facebook app for person was 8 times per day.
Read more

“스마트폰서 메신저·SNS 앱이 가장 많이 쓰여“
국내 안드로이드 스마트폰용 애플리케이션 분석 사이트 ‘앱순이(www.appsooni.com)’에 따르면, 11월 가장 많이 사용한 10개 앱 중 5개가 메신저와 소셜네트워킹서비스(SNS) 등 소통 관련 앱이었다고 합니다. SNS 중에서는 페이스북이 이달 처음으로 10위권에 진입했습니다. 페이스북 앱은 1인당 하루 평균 8회, 13분씩 이용하는 것으로 조사되었네요.

Social commerce benefits from Mobile
As smartphone users have surpassed 20 million, mobile sales share in social commerce industry is gradually increasing. Top social commerce companies’ mobile sales share are now reaching up to 6-10%, which means that more deals are being made through mobile.
Read more

소셜커머스, 모바일 효과 ’톡톡’
스마트폰 사용자가 2천만 명을 넘어서면서 소셜커머스 업계에서도 모바일을 통한 매출 비중이 점차 증가하고 있다고합니다. 상위 소셜커머스 업체들의 모바일 매출 비중이 6~10%에 이르고 있는 것으로 나타났는데요. 이는 모바일을 통한 거래수가 꾸준히 증가하기 때문으로 보입니다.

www.facebook.com/OgilvyPRSeoul

]]> http://www.asiadigitalmap.com/2012/01/korea-december-social-media-news-update/feed/ 0 http://www.asiadigitalmap.com/2011/12/does-it-always-need-to-be-facebook/ http://www.asiadigitalmap.com/2011/12/does-it-always-need-to-be-facebook/#comments Fri, 16 Dec 2011 02:32:47 +0000 Moritz Sanner http://www.asiadigitalmap.com/?p=5146 It seems we’ve come to a point at which any conversation about social media ultimately leads to Facebook and Twitter. That’s the West. Interestingly, here in the East, we’re currently witnessing a very similar trend. Whenever people talk about social media, they will inevitably at one point mention Sina Weibo, which has seen stellar growth since its inception in August of 2009 (250 M users in Q3 2011) and is now being increasingly embraced by foreign brands, too.

So, we asked ourselves the question whether a conversation about social media would be possible without mentioning Facebook, Twitter or Weibo. As we have shown in our training on Friday, November 25, here in Hong Kong, the answer is most definitely ‘yes’. In the past 12 or so months we witnessed the emergence of a whole battalion of new social media platforms that are set to further drive the revolution that Facebook and Co once unleashed. Names like Tumblr, Instagram, Foodspotting and Foursquare (granted, this one isn’t exactly a newcomer anymore, but still emerging) will certainly play an increasingly important role in our world of social media marketing communications. A quick look at the stats is quite telling:

This past August, Techcrunch reported that Instagram had already seen the upload of 150 M pictures since its inception in 2010 – that’s 150 M pictures in about nine months. Remember Flickr? It took them two years to hit 100 M pictures on their platform. And don’t forget that Instagram is still only available on iOS.

Tumblr’s case is similar. Quantcast data shows that Tumblr is now seeing as many views in a day as they were in a month about 2.5 years ago. 250 M pageviews in all of July 2009 and again on May 16, 2011.

The significant influence of these platforms isn’t restricted to the numbers, however. They are also changing the rules of the marketing game.

When Web 2.0 and social media first entered the common parlance of marketing folk, they were heralded as a revolutionary shift of power from brands to consumers. Now, however, more often than not we see brands broadcasting the same old messages in the same old way, just on new platforms. But surely, some (and actually more and more) are getting it right. So, we can all be confident that this new vigor instilled into the social media revolution by these emerging platforms will help a couple of more brands to lift their marketing communications efforts onto a new level. A great case in point is Burberry. What this brand does on Instagram is a glimpse at what the future of our industry might look like. Burberry has freed itself from the shackles of the ‘campaign’ and is exercising true consumer engagement on a long term basis. This is what social media is all about. The shift from the brand to the consumer meant that brands were to become more accessible, less distant and more human. But who wants to interact with someone on a campaign-basis every 3 or so months? Consumers want to interact with their brands whenever THEY want to, on their terms. In Burberry’s case, they now can. Updating information almost in real-time, the British luxury fashion house gives users the chance to get a glimpse behind the polished scenes. And not just virtually. Geo-tagging even gives diehard fans the chance to check the places of action out personally. ­

Yes, users can certainly interact with brands on their Facebook pages. But in many cases, we witness too much distance between a brand and its fans. If only very carefully crafted posts are allowed to make it onto the main page, it’s obvious that the brand is still not comfortable with letting go of its control. What Burberry is able to convey on Instagam is a genuine feeling of mutual affection between brand and consumer. It’s less polished, and because of that, more human. And that’s what marketing communications should be based on in the end: human communication.

Sundew, dynamic social Q&A service that is based on your trusted friend network Now, you can ask questions through your mobile app and get answers right away. SK Planet, a new platform subsidiary of Korea’s top mobile carrier, launched a mobile Q&A application ‘Sundew’. It provides honest, reliable answers, fast from your friends who really know you. It helps you get the answers in real time from trusted sources. Users can ask, forward, or answer questions anywhere in the world with their mobile. ’Sundew’ is similar to ‘Intelligence’ of Naver and ‘Wikipedia’ that it constructs database on questions and answers. However, it is optimized for mobile environment.

Now you might wonder why the app is named as ‘sundew’. Sundew is an insect eating plant which is the same as a venus flytrap. Likewise once a question is posted on Sundew, it cannot be removed from Sundew friends network until gets answered. Read more

SK플래닛, 내달 ‘모바일 소셜 Q&A’ 앱 출시 이제 모바일을 통해 자신이 궁금한 것을 묻고 답하는 ‘모바일 소셜 Q&A’을 즐길 수 있습니다. 모바일을 통해 전 세계인을 대상으로 질문과 답변을 할 수 있다는 데서 기존의 ‘지식인’과는 차별화를 할 것으로 보입니다.

Mobile territory war begins with social games The Korean graphic technology is going in advance. Now it is possible to embody high resolution graphic games on social platforms. Thus existing games are moving their platforms to social. One of the successful case was ‘ Rule the Sky’ which has more than 200,000 daily users. ’Rule the sky’ contains high resolution graphic features which attract users. In addition, subject matters to the social games are changing. For instance, first-person shooter(FPS) games or role playing games (RPG) are now implemented on social platforms. ‘Uberstrike’ from CrazyFish was implemented in 3D as the first domestic social game on Cyworld app store.  Read more

SK컴즈 등 소셜게임 강화…모바일 영토 전쟁 시작됐다 웹에서 고품질의 그래픽을 처리하는 기술이 발전하면서 RPG, FPS등의 고용량 그래픽 게임들이 소셜 플랫폼에서도 가능해졌습니다. 따라서 게임 소재도 대작들로 다변화되고 있습니다. 이에 국내에서 웹 기반 소셜게임 플랫폼 싸이월드 앱스토어를 가장 먼저 구축한 SK커뮤니케이 션즈도 모바일 게임 강화에 나섰다고 합니다.

LG U+ launched fashion SNS ‘Cosmostyle’ LG U+ launched a fashion SNS ‘Cosmostyle’ collaborating with the first fashion magazine, Cosmopolitan. Users of Cosmostyle can share their fashion style as well as they can see the realtime fashion trend. It is also linked to facebook and twitter so that users can share the pictures they like on other SNS. It is now free to download at App store, Android market and T-store. Read more

LG유플러스, 패션전문 SNS ‘코스모스타일’ 출시 LG유플러스가 패션 잡지 ‘코스모폴리탄’과 함께 패션 전문 소셜네트워킹서비스(SNS)인 ‘코스모스타일’을 출시한다고 하네요. 앞으로 자신만의 패션 스타일에 대해 친구들과 더욱더 빠르게 공유할수 있겠네요~!

Intensive investment on mobile, cloud, and social is expected next year It is predicted that Korean corporations would intensively invest their budget into IT field. The investment amount is estimated as 50 billion dollars and the most of the budget would be spent on Cloud computing, mobile and SNS. According to Gartner, information technology research and advisory company, services and items related to IT would increase its sales by 8% in Asia Pacific countries in 2012.  Read more

“내년 국내기업 IT지출 50조원 전망”…모바일·클라우드·소셜 투자 집중 내년에 국내 기업이 정보기술(IT)에 투자할 금액은 약 50조원에 이를 것으로 전망됩니다. 또한 투자 대부분은 클라우드 컴퓨팅과 모바일, 소셜네트워크서비스(SNS) 등에 집중될 것으로 예상됩니다. 시장조사기관인 가트너는 아태지역 2012년 엔터프라이즈 IT 관련 제품 및 서비스 지출이 전년 대비 8% 증가할 것이라고 전망했습니다.

www.facebook.com/OgilvyPRSeoul

Highlights:

1. “Important Metrics”

a) Total Likes: self-explanatory – the total number of likes on the page
b) Friends of Fans: Facebook now shows you the total reach of your page when someone “Likes” it i.e. the cumulative number of friends of all your fans put togetger
c) People Talking About This: the number of unique people who have created content about your page on Facebook in the past week
d) Weekly Total Reach: the number of people who have seen all content about your page (from you + others) shared on Facebook, calculated by aggregating all the “friends” each shared post has reached.

What this means: We now have the “total reach” of your content – down to how far your initial content was seen, then got shared; the more content is viewed, the more awareness is spread, and thus the higher the chance of them clicking through to your page.

2. Overview of Activity

Facebook has upgraded their graph to show you how “individual posts influence the number of people talking about you, as well as the impact it has on the overall reach”. The size of each circle (at the bottom) shows you how much you published on that day, and also shows you the corresponding data of “people talking about this” and your “Weekly total reach”.

Why we should care:  This data will inform our conversation calendars and content strategy. HubSpot’s graph above shows you that the number of times they’ve posted does not correlate with total shares or reach. Other brand pages may reveal other nuggets of insight – great for monthly reporting.

3. Understanding Your Posts

Facebook now reveals the:

a) Total reach for each individual post
b) The number of users engaged on that same post
c) The number of people talking about that post
d) The virality of that post

And we care because: It’s important to note that with the specific data at post-level, it’s easier than ever to note the kinds of content your fans actually want (whether in terms of content or media type). This can then inform other tactics like competitions, givewaways, content-curation and fan engagement.

4. Your Audience

Previously, Facebook allowed you to see the demographic information of the people who have liked your page. You can know also see the same information for ALL the people your content has reached (via fan sharing), and also the people who are talking about it. The data is still represented in the same easy-to-read way.

We want to know this so: we can tailor content, offers and information to the people who are most engaged with the page, as well as those who are earlier along in the “Like” funnel. Why? Because it allows us to see what our real and potential fans want, so you can target new customers/fans for better conversion rates.

And that’s the quick and easy breakdown. Hope it helps – what has your experience been with the updated Facebook insights?

[Image from carrotblog]

Social media presents both tremendous opportunities and potential risks for all types of businesses and brands, including our own. To remind staff in China about the importance of posting responsibly and how we can protect ourselves, Ogilvy and our clients from harm we created this cartoon to make policy reading a little less boring. Enjoy!

Specific to social media and digital, Burberry has launched several innovative initiatives this year, including:

• Burberry Body, the new women’s fragrance, launched globally and including Facebook, a YouTube homepage.
• Spring/Summer 2012 runway show hosting the first ever ‘Tweetwalk,’ premiering the collection on Twitter

Though one of the leading luxury brands to invest in social media, Burberry is not the only one to benefit from going digital and connecting with customers online. According to a recent study published by L2, among the luxury brands who have invested most in digital, those with e-commerce capability register double the traffic growth, 85 percent higher Google search volume, and nearly triple the number of Facebook fans. They also demonstrate broader adoption of digital marketing tactics, such as search engine optimization and marketing and email communication.

And, the impact reaches all the way to shareholders. Brands ranked as ‘genuis’ by the luxury digital think tank also show the largest positive impact on stock price over the past year (based on data from L2 analysts and data available on Yahoo! Finance).

The key takeaway? Digital is no longer a nice to have. For luxury brands who pride themselves on providing the ultimate customer experience, digital is now a key touchpoint throughout the customer journey. The danger of not participating: your fans will create an online fanbase over which your brand has no control.

If you’re part of the luxury industry and haven’t thought of jumping into digital, it’s time to roll up your sleeves and get to work! And, of course, we’re always looking for new, innovative cases for brands using digital and social. If you come across one, please send it our way!