The Role of Luxury brands in Social Media

There is a trend that more and more luxury brands notice the importance of social media and they are going to make full use of it. Now the social media era is coming in luxury world. 

Christopher Bailey, the alumni of our university, the creative director of Burberry says Burberry now is more like a media company rather than fashion house. The video above is about his discussion of future social media and Rosie the supermodel's opinion about Burberry strategies.True, nowadays Burberry spends a huge amount of expenses on digital media, say Facebook and Twitter for example. Besides, it also explores more new media platforms and technologies from Sina Weibo (Chinese Twitter) to livestream fashion show online, Burberry now is social media expert.

In terms of luxury houses, now most of them realise that social media plays a significant role in PR and marketing strategies, in order to gain more audience worldwide. Another example, french luxury house Dior, aiming to expend Chinese luxury market by releasing online magazine, whose title is a big Ni hao! Hello in Chinese. That's fun, it is a good way to communicate with Chinese customers for sure, and make them feel closer from other side of the world.

Looking at the another french luxury brand Cartier, they produced a short movie called L'Odyssée de Cartier. The film was released on both official website and facebook. The facebook timeline is also changed into a elegant leopard. Now the update has already gain more than 3,200 likes and nearly 120 comments. Even it is expensive, it is also another good way to attract audience's attention. The social media strategy really looks like a piece of art in an audience's point of view, creative designer of Cartier believes so as well. Enjoy the story below!

                                          

All in all, as a part of social media and PR strategies, it is associated with elite culture through digital media like Burberry or it is penetrating emerging markets with targeted content with own brand culture such as Dior and Cartier, one thing is no doubt: Luxury houses are making their efforts to gain more attention from public in variety of creative and interesting forms. As a PR practitioner, it is high time to learn from them. 

Reference:

Burberry: as much a media company as a fashion company

http://mashable.com/2011/09/21/burberry-media-fashion-company/

Dior aims at Chinese luxury market via online magazine

http://www.luxurydaily.com/dior-aims-at-chinese-luxury-market-via-online-magazine/

Online Buzz Research: Using social media in the luxury industry

http://marketing.wavemetrix.com/1103_Luxury_social_media_summary_v1.pdf

PR Case Study-Stop Kony Campaign

Named as "Stop Keny" video is going viral, from Youtube to Sina Weibo (Chinese Twitter). I am very surprised that even in our PR class, our Issue PR lecturer also  asked us to discuss the magic video and learn from it. How come?

Generally this new campaign spreading across the Internet says it has one goal in mind: To bring to justice Joseph Kony, the Ugandan leader of the violent, child-recruiting Lord’s Resistance Army (LRA). The aim of Kony 2012 is to make the man famous, in order to raise support for his arrest by international justice. Thanks to the film-maker Jason Russel, now the video has provoked a heated discussion about its good and bad sides.

In my point of view, first I saw this video which reminded me of several key words: advertising, lobbying PR and celebrity endorsement. It is pretty obvious to see publicity is everywhere: leaflets, brochures and posters, and in the end, don't forget to donate money. As for lobbying PR, not only UN but Obama wrote a letter to the Stop Keny team in person, mainly to promote the campaign in a higher level. Besides, Many celebrities have already spoken out in support of the campaign such as Oprah Winfrey, Ryan Seacrest, Rihanna, Justin Bieber, George Clooney, Lady Gaga, Bono, Kim Kardashian, Diddy and Ian Somerhalder just to name a few.  

But now it is a buzz, it seems that you have accessed Facebook, Twitter (# Stopkony), Google, Renren (Chinese Facebook) and Weibo, you should know Kony. Besides, tradition media also give it a go, the Guardian, the Huffington post, they are just a few name of a large media group. For this point, we can say that the campaign is successful,  the immense media coverage makes the campain in the spotlight. It gains global awareness and get together with people from all over the world. Not many PR campaigns can do the same to achieve a wide range of audience worldwide and communicate so quickly.

However, it shows some bad news as well. Last month the co-founder has been arrested  not for being releasing the video but for being drunk and masturbating in public due to high pressure, according to the San Diego Police Department. Even the picture above him and smiling African children is touching, it drops a dirty spot on the campaign because of his scandal. 

Still, despite of his misbehavour, the campaign itself truly succeed, which is a sound example for PR people to watch and learn.  As the group's Chief executive Ben Keensey said: "I understand why a lot of people are wondering is this just some slick, kind of fly-by-night, slacktivist thing? when actually it is not at all. It is connected to a really deep, thoughtful, very interntional and strategic campaign." Here it goes.

Reference:

The Washington post: Invisible Children responds to criticism about "Stop Keny" campaign

http://www.washingtonpost.com/blogs/blogpost/post/invisible-childrens-stop-kony-campaign/2012/03/07/gIQA7B31wR_blog.html

Here and Now, Kony 2012

http://hereandnow.wbur.org/2012/03/16/kony-2012-video

3 News, Kony 2012 Campaign master baits police

http://www.3news.co.nz/Kony-campaign-master-baits-police/tabid/417/articleID/246996/Default.aspx

PR Evaluation: Basic Role for both collecting media clips and proving value of PR

In this Issue PR class, our lecturer introduced evaluation part to us, mainly to discuss about its function, collecting solely press clippings or proving effectively the value PR.

The topic seems to be a little dull to the class, but I have to admit the fact that nowadays evaluation plays in an essential role in PR industry. It is like the score picture shown above. No matter the score is below standard as 5.2 or high above standard as perfect 10, evaluation does exist in almost every PR campaigns (especially those good ones). According to teaching content, there is a quote from Barcelona principles for PR measurement 2010, which points out the importance of PR evaluation:"Goal-setting and measurement are fundamental aspects of any public relations program". Truly, when I look back to the best PR campaigns selected from PR Week in 2011, going through to each campaign itself, I find out that they all mention about the evaluation part and the measurements are realistic and achievable as well.

In my point of view, collecting media clips is one of roles in evaluation, with the development of social media, adding more facebook likes and twitter fans are also goals in evaluation.So how to prove the PR value? I read some other PR websites and here I can conclude some tips to share with you.

First, it must be back to basics-to the goals and objectives in PR campaigns. We learn SMART (Specific, Measurable, Achievable, Relevant and Timely) format in PR classes, which is definitely useful to devise a meaningful form of evaluation.

Second, based on campaign aims select key performance indicators, such as ROI, KPI and so on. These elements should reflect the goals, and help you to create tangible outcomes.

Third, monitoring traditional media is a key in evaluation. Media coverage is the starting point for traditional evaluation techniques (as I mentioned).Collecting all clippings and brief them thoroughly, summarising the conclusion of the campaigns about what you are issuing, when and to whom, etc.

Finally, pay attention to new media. It can't be denied that in many areas, the internet is more influential than traditional media, specially some social media channels (Facebook and Twitter). We should monitor the web appearances and review newsgroups, blogs and RSS feeds for getting more knowledge and preparing for next campaigns.

Reference:

Internal material, University of Westminster, 2012

The best PR campaigns in 2011, PR Week,http://www.prweek.com/uk/features/1124547/Power-Books-Top-5-PR-campaigns-2011/ 

PR Evaluation-A Practical Approach, Free PR Advice and Tips,

http://www.free-pr-advice.co.uk/prevaluation.htm