Thursday, December 29, 2011

DOWNLOAD FREE REPORT: Swiss Luxury Watches In Social Media

Download the report:
English (PDF, 2 Mb)
Deutsch (PDF, 2.6 Mb)
Español (PDF, 2.6 Mb)
Norsk (PDF, 2.6 Mb)
Italian (PDF, 2.6 Mb)
French (PDF, 2.6 Mb)



Download the report:
English (PDF, 2 Mb)
Deutsch (PDF, 2.6 Mb)
Español (PDF, 2.6 Mb)
Norsk (PDF, 2.6 Mb)
Italian (PDF, 2.6 Mb)
French (PDF, 2.6 Mb)


Click to download (PDF, English, 2 Mb)

The main goal of this report is to analyze the social engagement of Swiss brands in social media. The three brands that were considered come from the Luxury watch industry. The Swiss watch brands with the highest ranking in the luxury segment on Interbrand Brand report are: Rolex, OMEGA and Patek Philippe and therefore our unit of analysis.

We have decided to carry out our analysis structuring the report by the different Social Media channels. This was done in order to assess how the respective brands are using these digital platforms when designing their social media campaigns and investments.

After a short start with an onsite analysis, we made research on the following channels: YouTube, Facebook, LinkedIn, Forums & Blogs and Twitter at the end.

After having analyzed all the relevant figures for each channel we ended each section with a channel´s score card. These score cards help us and the reader to make comparison among the three brands behavior in each section. 
These score cards will be the base for our overall analysis at the end of the report. The ratings are derived from the following seven variables:
  • Social presence
  • Dialog/customer engagement management
  • Sentiment/advocacy management
  • Support
  • Innovation
  • Communication leadership
  • Linking value

Download the report (PDF, English, 2 Mb)


Download versions in other languages:

Deutsch (PDF, 2.6 Mb)
Español (PDF, 2.6 Mb)
Norsk (PDF, 2.6 Mb)
Italian (PDF, 2.6 Mb)
French (PDF, 2.6 Mb)


What do you think? Tell us in the comments under this post! 

74 comments:

  1. Interesting. It would also be interesting to analyze the impact of their presence in social media on their sales. Will be, however, much more difficult to carry out :)

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  2. Very nice work! Quite interesting, eventhough I don't see what the social utility of this report could be.

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  3. mooolto interessante!!! wow!!!!

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  4. Giv: Indeed this would be very interesting! But unfortunately that would require us to somehow obtain these numbers from the different companies, which would be difficult as you state;) In addition to this our timeframe for doing the report was fairly short...

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  5. Very nice report! Very interesting to see the different strategies... not always aligned with the offline strategy though!

    And FYI Anonymous, I think if you work in the watch industry this report is very interesting as it represent a small benchmark of 3 major actors.

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  6. Great job guys!!!!!!!I like it very much!

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  7. There's no social utility, but professional utility perhaps :)

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  8. Anonymus: The utility is that you can talk now to your brand on a social network and not only to your human friends - and we show how the brands are doing it

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  9. Giv, sure the campaigns should be linked to financial performance otherwise your CFO won't like it - how would you do it?

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  10. Paula,that's awesome !I am so proud of u guys!Keep up the good work!
    Thanks

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  11. Cool. It would be nice to do a very general econometrics analysis to see the impact of social media in their revenue or any utility function, i.e. compare the change in the utility function before and after the use of social media, using a control (the brand that never uses social media) and a treatment group (the brands that use social media as a commercial strategy).

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  12. Good job!!! and really digestable, mostly for the people that do not understand the concept of social media, clear analysis and good conclusions!

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  13. I did a research paper about "customers' engagement through Facebook fan pages" from the customers' perspective, so if you still have time to analyze the engagement from this perspective, I guess you will end up with fabulous results..
    Best regards,

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  14. This was a good read, well put together, and great researched material!

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  15. Nice Job! very interesting, Thank you!

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  16. INCREIBLE! me parece un muy buen trabajo! muy Profesional y sobretodo interesnte. Me alegro que iniciativas de esta calidad salgan de un grupo de Master!! FELICIDADES! Grandes profesionales en camino!

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  17. davvero un ottimo lavoro!!!

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  18. Well done.thank you for sharing the report.
    but I am not agree with your conclusion or you have to explain in what seance Omega is "winner".
    There are two things which I want to mention: first of all,when we talk about the engagement of social media for the luxury brand we have to consider up to which level do they need to contribute? dose these three brand have the same market segmentation and positioning? (please correct me if I am wrong but as far as I know Omega is kind of teenager brand compare to Rolex. it is like Ferrari and Rolls-Royce, both are luxury brand but for different type of customer.
    Second, what is the aim of using social media for the brand? raise the loyalty of the customer toward the brand,larger amount of sale and higher profit? according to your report, Rolex has dominant for the proportion of talk about the brand,fan page,etc for different channel and we could say they are "winner" in these seance.

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  19. Congratulations!!!!
    Its very nice job.

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  20. Good on ya! It was a fun read.

    But if I may, I don’t quite agree with part of the conclusion. I don’t believe these “top end” brands (i.e. Patek Phillip) are missing out by not engaging a more aggressive marketing campaign via social media. It is true that some exclusive brads like Ferrari use this approach, but this strategy could be attributed to the fact that they get a big chunk of their profit by selling products related to the brand (e.g. Ferrari perfumes). Hence they need to reach a broader audience. However (to my knowledge, not being an expert on the subject) with this particular industry things work a bit different as in order to keep the exclusivity of the brand they actually avoid common marketing strategies. Instead, they focus on maintaining and improving the quality of their product which at the end speaks for itself.

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  21. Nice research, though it would be interesting to compare this with the strategy of more popular brands like swatch, etc

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  22. Dear Serge, thanks for the interesting comment!

    You have brought up an important issue - the relevance of the channel social media. Certainly a FMCG brand will be able more to benefit directly in terms of converting virtual friends into customers, but don't you think that even a luxury brand like Patek Philippe can benefit from social media in terms of brand awareness and raising desire? And what about the spam-like postings that come from 3rd parties offering e.g. replicas? Is in terms of what could harm the brand not highly recommended to be proactive towards social media and the people in there, in order to protect and leverage the brand equity?

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  23. @Jonas: you could look at their sales figures since Social media has become important in product placement and advertising. Setting up their social media activity timelines and comparing it with the revenues. Seeing if Omega's revenues have risen comparably stronger than the other two brands in the social media era. However, other factors such as financial crisis would need to be considered then as well (although luxury goods are often considered recession proof).
    Further, I agree with Hamid that the three brands do not aim at the same market segment. Hence a one to one comparison might be inadequate. However, I think you stated very clearly in which sense Omega is declared the winner: "in terms of Social
    Media activities and overall appearance". Good work.

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  24. Very nice job..well structured an interesting to read..graphz are verz nice!!!

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  25. ottimo lavoro! interessante vedere tre marchi "storici" analizzati sulla base delle nuove forme di comunicazione! bravi!!!!

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  26. Pauli: Muy interesante. Felicitaciones!

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  27. @Giv: as long as I know, does Omega not have integrated into their Social Media Channels a sales function, not even links to an online shop - therefore I fear that the impact, compared to what has happened before, and after starting SM is really hard to track for them. This excludes as well accompanying measures like traditional marketing, discounts, christmas and graduation time...

    @Hamid we found in our research out, that all three brands are similarly owned mainly by senior managers, sales people and entrepreneurs so we consider the target as pretty homogeneous - but sure there are differences between a Rolex for 2k and a Patek Philippe for 50k. Rolex is not a winner for us in terms of Social Media, because they do not participate to the exchange - it is all user generated content - and often linked to spam.

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  28. Lucia: Congratulations!!!!
    Its very nice job, graphz are verz interesting!!!

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  29. PAULA Y DEMAS: Los felicito por el trabajo es muy interesante. Les deseo muchos exitos.... Att. Camila Quijano

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  30. Congratulation From Bolivia, the content is amazing, global media is growing fast, we all should realize including corporations that globalization is a fact. I personally like watches becuse i collect them.

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  31. Great presentation well presented!!!!!!!!!

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  32. Muy bueno el reporte, excelente presentación!

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  33. Muy buen trabajo!!!!!

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  34. congratulations a very professional level. All work is very valuable and very easy to digest which helps to read the whole thing. Very good! The only criticism I have is the fact that Rolex and Omega are compared with Patek Philippe, I think it should be considered another brand because Patek Philippe is a very exclusive brand and does not compete in any way with the other two.

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  35. Very interesting report!, congratulations for the team!. :)

    Something that captivated my attention is that according to what you analyzed, it is clear that when companies launch their official presence in any sort of social media, people tend to prefer following the official sites than the non-official.
    I`ve seen that many times companies avoid launching their own pages to avoid confusion in the audience (due to non-official pages), but at the end it is always better to launch the official sites and leverage more on social media.

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  36. Very professional report, interesting content and presentation. Not boring!, congratulations!

    It is true that every company has different targets and that according to them and to the brand positioning varied communication channels are used. But independently of the latter, according to trends, a company that does not make use of social media tends to stagnate. Therefore, although in this case not all brands have the same "profile" and target, they all should take advantage of the possibility of interacting with their current customers and of opening the doors to new markets.

    Once again, very interesting study!

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  37. Definitivamente muy buen reporte, muy interesante, provee información que sirve para comprender un poco la importancia del uso del Social Media para incrementar la relación con los clientes, aumentar las oportunidades de negocios, generar voz-a-voz y estar a la vanguardia de lo que sucede en el entorno.
    Es cada vez más visible la importancia de apalancarse en las redes sociales para generar valor a la relación con los clientes, en el caso especifico de Rolex, aunque es una marca de gran trayectoria y posicionamiento, aún no saca provecho de las ventajas que ofrecen las redes y en el largo plazo, si no cambian su estrategia de comunicación, perderán mucho mercado.

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  38. O reporte esta muito interessante.
    Formidável o jeito em que a informação foi apresentada.
    Reportes como estes são muito úteis para compreender melhor a importância das redes sociais no posicionamento das marcas. É definitivo, se você como empreendedor o Gerente de Marketing não usa as redes para estabelecer um relacionamento mais pessoal com os clientes, não se sabe o que o futuro pode trazer, hoje pode ser o melhor e amanhã as pessoas podem não lembrar de sua marca.

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  39. Muy interensante!Felicidades al equipo!!

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  40. Interesting report... Not really a fan of watches, but the topic, social media engagement of brands, is really interesting.

    Just one comment (a question actually): The FINAL SCORES you report, how were they obtained? From the different criteria you looked at, the FINAL SCORES make sense (with OMEGA leading, ROLEX behind and PATEK PHILIPPE last), but did you use some sort of metric, like averages for example, or are they ad hoc?

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  41. I like the report because it set also a kind of standard for not only famous brands, but also for NGO's, governments, countries, tourist agencies to have a structured look at their exposure in social media.
    Well done!

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  42. I agree with Fons Tuinstra, definetely this report can provide a very nice structure to be used by other kinds of organizations for taking advantage of social media. Thank you for sharing it.

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  43. hii salam kenal iya dari vira .. :)
    jangan lupa mapir keweb vira iya di http://www.rumahkiat.com/ vira mau berbagi pengalaman nih.:)
    wah bagus juga iya blog ka2 ... ^_^ good luck iya.....
    SALAM BLOGER INDONESIA..:)

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  44. Muy interesante, si hay algo que aprendí en mi maestría ahora es la importancia del las redes sociales y el manejo de marca por estos nuevos medios. Honestamente me parece que en la actualidad es esencial que las marcas tengan presencia en los "social media". Lo que me parece curioso es que Rolex no tenga tanto interés por aparecer en estos medios, se me ocurre ( en mi ignorancia del manejo de marca) es que cree no necesitarlo, Rolex está posicionado en la mente de la gente invariablemente.
    No se nada de marcas de relojes, pero el reporte me pareció muy interesante.
    Y el diseño... felicidades, muy bien diagramado y claro!

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  45. Muchas gracias por el comentario y el apoyo! y si tiene razón el manejo de las marcas dentro del "social media" es algo que en la actualidad es cada vez mas importante. Vale la pena analizarlo.

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  46. El reporte es un medio por el cual podemos observar datos de un estudio realizado, y con este reporte queremos dar a conocer el uso del SOCIAL MEDIA especificamente en estas tres masrcas, pero al mismo tiempo mostrando la importancia que tiene este medio y su interacccion con los consumidores.

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  47. Now a days we r facing a contaminated world by luxury products, we all have to think more in how to beat famine instead of buying these kind of products.

    Regards from Bolivia

    Daniel Imon

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  48. Very interesting approach, it shows how versatile the web is, where unofficial websites can have the same or more fans than official ones, it just depends on how great a product is.

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  49. Very good job, specially if you capture the attention of the brands, school project must have an impact on the industry.

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  50. Muy bueno, seria interesante ver el mismo estudio con otras marcas

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  51. Esta muy interesante y útil!

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  52. Muchas gracias a todos por su interés y sus comentarios. @Santiago, es cierto, muchas veces los fans hacen más por la marca que la Compañía misma. Por esa razón dedicamos una sección del reporte a las llamadas "Lovemarks", pues con esto se demuestra el compromiso y pasión que tienen las personas hacia determinadas marcas, que a su vez los hace responder y actuar de una forma en especial en cada red social.

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  53. Muy util,interesante y novedoso.

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  54. Excelente el trabajo. Suerte chicocos.

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  55. Muchas gracias por compartir el reporte conmigo.
    -En primer lugar le doy una ponderación alta a la presentacion dado que el informe goza de versatilidad y maneja bien los conceptos de estetica audiovisual esto permite que el texto pueda ser leido con facilidad.
    Ahora,hablando acerca del contenido.
    -Seria muy importante poder complementar el estudio con el derecho a replica que tienen las tres compañias en cuanto a la vision con la que manejan el tema "social media"; no podriamos declarar a un ganador de una competencia en la que posiblemente no quieran participar.
    -Seria también muy interesante poder medir la relación que existe entre la cantidad de ventas que llegan a ser concretadas a cliente final y la cantidad de personas que se tienen "afiliadas" dentro de las diferentes plataformas de redes sociales.
    Definitivamente el tema es apasionante Customer Relationship Marketing y Social Media van de la mano.Las empresas que quieren vigencia en el mercado deben tener una postura clara acerca de sus mecanismos de accion en este tema.
    Muy buen informe.Exito!
    GASTELUCCI FERREYRA

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  56. Muchas felicidades, el reporte esta muy interesante y bien estructurado.
    Me preguntaba si podían medir en cuanto se ha incrementando las ventas de estas empresas y a cuantos clientes se fidelizaron debido a la utilización del Social Media.

    Carlos Arellano

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  57. This is great work very well designed and friendly to be read! Is also well structured and help the reader to get clear conclusions about the facts presented in the work!

    I guess that Rolex is pointing to a specific market, which is not necessary present in the social media, that is why maybe they are not investing on putting Rolex in the social media channels. Like in many Luxury brands, they are looking for a loyal and high class market, which is not necessary massive, therefore Rolex is not having a good presence in the social media channels.

    Congratulations for the work!

    Miguel Aguilar

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  58. Un reporte muy interesante. Muy buen trabajo, sigan adelante.

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  59. Interesante.

    It is surprising to know that companies with such a worldwide network do not have a clear strategy regarding online market. Even though it is clear that they do not have it simply because their commercial market departments have not made the needed steps for it, it could be as well because the online market has a tendency of not being a recognized space for high qualified goods as Swiss watches. Nevertheless, I am glad to see that the report was done in a clear and interactive way that invites the reader and has a clear message.

    Saludos,
    Joaquín Zenteno Hopp.

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  60. Rolando Araoz
    Creo que estos estudios a traves de Social media pueden ser muy orientadores para el consumidor. la tendencia nos muestra que el marketing directo debe apelar a otros escenarios donde el consumidor puede identificarse con los productos.
    Buen reportaje, espero ver otros mas, si desarrollan espero recibirlo.
    Gracias.

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  61. Very interesting report! Thank you so much for sharing it!

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  62. Patricia del CastilloDecember 15, 2011 at 3:00 AM

    Me parecio un excelente trabajo, muy profesional e ilustrativo, sigan adelante,

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  63. Congrats on the report!
    Thanks for sharing :D

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  64. Very good Paula, it is important to know about this. Actually i´m trying to found the way to promote my own bussines by the NET!!! thanks

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  65. Social media is the unique way of affordable search engine optimization services
    or promotion of any product which we want to show all over the world.

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  66. Very interestine report but there are no dates in your report, not in the cover page or on the different tables. When was this research done? From an academic perspective that is a big minus. But in any case well done

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  67. Hi - I would be very imterested in evaluating our own Brand in th same way. You can contact me at clephilibert@gmail.com. Thx.

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  68. Very nice work! Quite interesting, eventhough I don't see what the social utility of this report could be.

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  69. A very good summary. I can't imagine how difficult it was to put together. Swiss Luxury Watch at the lower end of this price range. Something with perpetual calendar would be appropriate, especially for set-it-and-forget it people. Having that function really spoils you :)

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  70. This comment has been removed by the author.

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