I’ve shown how many of the leading brands who use digital media successfully have clear statements of their vision for digital media to transform their brand and using BHAG to support these. Increasingly, these statements show how community and social media are important to support this transformation.
I think this is a really good example of how to articulate such a vision:
You may have seen the video late last year - it’s also a great example of how to use a customer testimonial by Salesforce.com as part of their “social enterprise" proposition, which promises to ‘incorporate social elements into every aspect of a business”.
In it, Burberry CEO Angela Ahrendts explains she has taken action to explain how Social Media will transform her business. Here's how she explains her view of the future:
1 "We have a vision - to be the first (fashion) company that is fully digital end-to-end”
2 “The experience is that the customer will have total access to Burberry across any device, anywhere..."
"...they will get exactly the same feeling of the brand, feeling of the culture, regardless of where, when and how they were accessing”
3 “To any CEO who is sceptical today about social enterprise, you have to be totally connected with everyone who touches your brand…”
“...if you don’t do that, I don’t know what your business model is in five years”
Chief Creative Officer, Christopher Bailey of Burberry has also spoken about the importance of digital media . Speaking to Mashable when explaining how they used local Twitter takeovers for their recent 2011 "Tweetwalk" :
4 “Burberry is now as much a media-content company as we are a design company”
5 “A brand is not just about product, it’s about experience as well, and experiences need to come from the center of a community..."
"...I get excited about using all of those platforms to communicate to all of our different communities around the world about what we’re doing.”
In Burberry's campaigns, they will often lead with social media, either as a test, or because it's a more cost-effective way to reach their audience. For example, it backed the launch of its Burberry Body Fragrance with with a Facebook campaign rather than the usual glossary fashion magazine ads. An ad for the fragrance launched on YouTube as a Takeover to achieve mass reach.
By Dave Chaffey
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights.
Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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