Luxury and fashion brands have long been focused their social media attention to Facebook and Twitter. However, there is a large landscape of *other* platforms that resonate well with luxury and fashion consumers. In this presentation Digital Luxury Group explores 7 of those other platforms: Tumblr Foursquare Sina Weibo Instagram Google Plus Pinterest Polyvore

1. Looking Beyond
Facebook and Twitter
Exploring 7 Other Social Media Platforms
January 2012
www.digital-luxury.com

2. Facebook and Twitter
Have traditionally
dominated the
social media arena
They have changed
the way brands
communicate with
their customers
© Digital Luxury Group, DLG SA, 2011 2

3. Luxury brands are now turning
to more innovative options to
engage with their customers
Image Source: tabinspire.com
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4. So which platforms are they
using?
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5. 1
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6. • Attractive and easy for luxury brands to connect
• Micro-blogging platform with 15 billion monthly page
views and 120 million monthly unique visitors
• Easily share any type of media
• Hosts over 28 million blogs
• Ability to follow and re-blog posts
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8. 2
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9. • Location-based mobile platform
• Users can ‘check’ in and share their location with friends,
earn points and virtual badges
• Can be used as a city guide
• Foursquare allows brand and retailers of all sizes to
connect the offline with the online….
• It’s THE digital marketing answer for brick and mortar
businesses
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11. 3
SINA WEIBO
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12. SINA WEIBO
• Luxury brands are expanding from western social media
now focusing on sites that cater to specific regions,
especially in China
• Chinese micro-blogging site- mix between Facebook and
Twitter.
• Strong social media force with over 250 million users
• Weibo already has over 60,000 accounts verified by
celebrities and luxury brands such as: Burberry, Piaget,
Longines, Louis Vuitton and many more…
Source: http://luxurysociety.com/articles/2011/11/the-worlds-next-e-commerce-superpower
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13. SINA WEIBO
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14. 4
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15. • A mobile platform and iPhone application
• Designed for easy photo sharing
• Very quickly gained a fashionable following with its
artsy and retro photography filters
• Around 10 million registered users and over 150 million
uploaded photos
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17. 5
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18. • Launched in Summer 2011
• Currently has over 90 million users with an expected
growth to more than 400 million users by the end of 2012
• Easily compatible with YouTube, Picasa pictures and
Gmail accounts
• Users can create ‚Circles‛ of friends, grouping them into
categories of their choice
• Luxury brands already on Google+ include: Hermès,
Hublot, Audemars Piguet, and Van Cleef & Arpels

20. 6
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21. • Virtual pin board or ‚mood board‛ for collecting
inspiration by topic
• Has rapidly gained popularity from 1.2 million users in
August 2011 to over 4 million today
• Users are able to collect and organize images, links, and
videos into groups for sharing and following
• Most commonly used for home décor, fashion, wedding
planning, and recipes
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23. 7

24. • Global community of trendsetters with a virtual styling
tool
• Create digital collages of clothing, jewelry, and
accessories that can be shared easily
• With over 7 million unique monthly visitors, it’s the web’s
largest community of tastemakers
• Brands like Bergdorf Goodman and Prabal Gurung use
Polyvore to attract fans by offering special promotions
and branded products
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26. The social media landscape is
evolving, but this is just the
beginning…
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27. Closely tracking 500+ global
luxury brands in the leading
social media platforms
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29. Find out more