Swarovski and the social media

Thèmes abordés

SWAROVSKI AND SOCIAL MEDIA

Résumé du document

Today, there are, on the one hand, the traditional media which use a transmitter that broadcasts a single message to targets audiences, and on the other hand, social media which include everyone, which is both the broadcaster, and the target.
"Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many to- many model, rooted in conversations between authors, people, and peers". (Brian Solis,2020: web site.

Social Media uses the web to turn communication into interactive dialogues, and to make information available to everybody. It evolves by providing platforms and networks, which contribute to the transformation of content consumers into content producers. It exists under different forms such as forums, weblogs, social blogs, micro blogging, wikis, podcasts, photographs or pictures, video, rating and social bookmarking. Thus, more and more companies refer to social media or new media as a way of strengthening their strategies, and having a wider distribution.

Indeed, now Medias are fragmented into a multitude of channels and perspectives. Information flows in every dimension and is largely multidirectional. However, with this mass of information growing year after year, audiences are more knowledgeable and
therefore more demanding. Moreover, many individuals and businesses have adopted Social media. Indeed, more and more companies refer to social media or new media as a way of strengthening their strategies and
having a wider distribution.

In this case study, we will discuss in detail, how the famous company Swarovski uses social media.

Extraits

[...] and may also initiate conversations - Social Networks: Swarovski could improve its page drawing on Facebook pages of the brand Burberry and Gucci Guilty. On his page, Burberry offers live events and updates regularly for new information, videos. (See Appendix p 28) Gucci has a simple page with a nice navigation (menu and submenu clear fluids), high definition images, and ability to send "gifts" to his friends and comment on the film. (See Appendix p 29). Swarovski can also: - Create a tab to see the locations of various stores. [...]

[...] All this allows Swarovski to accelerate the identification of potential customers and create a relationship primarily based on brand credibility, trust, reputation and values Doriane MANTEZ : 1015933 Critique Advantages: P.GUERZO: “It's a cheaper, faster way to connect with a target audience. Company must use them judiciously and have a board plan”. (C. Bushey, 2010). Social media provide targeted contacts. Indeed they provide increased number of relationships, they creating a community around products, brand, and facilitate recruitment of partners. Social media brings are a real benefit in terms of SEO and so an improved positioning on search engines, an increase in traffic and sales. Harnessing the power of those networks offers to Swarovski the opportunity to achieve effective communications more frequently. [...]

[...] That is why, even luxurious companies like Swarovski uses social media. Indeed, even if it goes against their basic strategy that is skimming, companies invest in social media because they know that people have become accustomed to using social media all the time. Today when they are about to buy, people share their experiences, ask, advice, discuss, seek . and everything online! 15 Doriane MANTEZ : 1015933 V. References Books and articles Boyd, D.M, & Ellison, N.B. (2008) Social Network sites: Definition, History and Scholarship, Journal of Computer-Mediated Communication pp. [...]

[...] Swarovski understood the importance of social media and the opportunities they offer. Although this strategy of social media use doesn't really correspond with its policy of skimming, the brand follows the trends of society and it is present on key social media Doriane MANTEZ : 1015933 III. Analysis of the use of social media by Swarovski Swarovski and social media The recent explosion in new social media platforms represents an important tool in the PR armoury of Swarovski. Indeed, Swarovski considers social media as part of a holistic communications strategy: with it opportunities but also risks. [...]

[...] Swarovski 1. Presentation 2. Audience 3. The marketing mix Product Policy Pricing Policy Distribution Policy Communication Policy III. Analysis of the use of social media by Swarovski 1. Swarovski and social media Goals: Methods and Tactics: p9 p9 p9 p Critique Advantages: Disadvantages: Recommendations: p 11 p 11 p 11 p 12 IV. Conclusion p 15 p 16 p 18 V. References VI. Appendices 2 Doriane MANTEZ : 1015933 I. Introduction Today, there are to one side: traditional media with a transmitter that broadcasts a single message to targets audiences, and on the other side: social media with everyone which is both broadcaster and target. [...]