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Group: OUTSIDE THE BOX
Serena Guerrieri Villanova
Diletta Fischetti
Lisa Bozzetto
Silvia Braggion
Valentina Turato
Marc Linskens
SOCIAL MEDIA STRATEGY
Since October 2009
23,189 Likes
336 People talking about this
•
OFFICIAL WEBSITE refers to two social
networks: FACEBOOK and TWITTER
•
The company has also an official INSTAGRAM
page (posts about the collections)
•
On PINTEREST there are many pages about
the company
Since April 2012
3,238 Followers
2 Tweets
SOCIAL MEDIA STRATEGY IS NOT
RELEVANT FOR THE COMPANY
Since January 2014
8,293 Followers
35 Posts
COMMUNICATION
•
Not commercial form of promotion can be applicate:
WORD OF MOUTH is the best channel for brand recognition
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Purpose was never the design of complex marketing strategies
or comprehensive promotion plans but to ‘tell a story’
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Collection photography campaigns are realized for Cucinelli’s
target group: LANDSCAPE and models weraring the GARMENTS
are the the players of pictures
SOCIAL vs ETHICS
Emblems of the company are its PHILOSOPHY and ETHICS.
Great universal values are SIMPLICITY, QUALITY OF LIFE,
DIGNITY and MORALITY
Intent of BEING
NON SOCIAL
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Avoid technological alienation
Replace direct contact with people
This choiche is perfectly CONSISTENT with his human
phylosophy, the idea of REAL COMMUNITY,
NOT VIRTUAL ONE
3C APPROACH
C2C Communication
B2C Communication
No need of C2C
interactions.
Main channel is the
OFFICIAL WEBSITE
(very detailed and
accurated)
Pursuit the idea of REAL
COMMUNITY,
not virtual one
- Very high price
- Casual-chic collections
developed twice a year
- Campaigns for fashion
magazines and brochoures
- Exclusive store locations
4Ps
SOCIAL MEDIA INDICATORS
SHARE OF MEDIA TYPES
On Twitter there are many
people that talk about Brunello
Cucinelli
9%
5%
14%
POTENTIAL
REACH
72%
Twitter
ENGAGEMENT
RATE
Notice
Blog
Other
SENTIMENT
Most
articles/posts are
attribuited a
positive
sentiment
7%
0%
36%
57%
20%
40%
60%
80%
Negative
Neutral
Positive
100%
MAIN COMPETITOR
1,307,729 Likes
19,5K People talking
COMMUNICATION
STRATEGY
about this
•
Since May 2010
•
190,000 Followers
2,693 Tweet
SHARE OF MEDIA TYPES
ENGAGEMENT
Print and television advertising
campaign
Web campaign for main
products, for example
«Signorina Eleganza» parfum
o Blogger
o Twitter:
 Hashtag: #ELEGANZAis
 «What is elegance for
you?»
POTENTIAL REACH
VS
SHARE OF TOPICS
TOPICS ABOUT BRUNELLO
CUCINELLI
-on different
communication channelsare LESS than Ferragamo’s
ones.
SENTIMENT
FERRAGAMO
Brunello Cucinelli’s posts
ENCOURAGE much more
people TO COMMENT,
both negatively and
positively.
BRUNELLO CUCINELLI
3%
6%
0%
59%
38%
34%
20%
Negative
60%
40%
60%
Neutral
Positive
80%
100%
Reach
20%
80%
BRUNELLO CUCINELLI
SALVATORE FERRAGAMO
REACH vs
ENGAGEMENT
Engagement
REFERENCES
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http://www.talkwalker.com
http://www.facebook.com
http://www.twitter.com
http://www.brunellocucinelli.com
http://www.maxfone.it/blog/la-presenza-di-ferragamo-sui-social-media
http://www.ferragamo.com
http://www.instagram.com
http://www.tuttoseo.com/case-study/brunello -cucinelli.com
http://books.google.it/brunello+social+media&source
http://www.youtube.com/watch?v=C2qLElNmQ5g