Report on the Swiss Fashion Industry (December

2010)
05.12.2010

We,
as a group of Master students of University of Lugano (Switzerland), provide you through
this report with information on the social media practices of the 7 above-mentioned best
Swiss fashion brands.

We first analyzed the situation for each brand separately, before doing a summary of the
whole industry, highlighting each brand’s strengths and weaknesses. This helps us to define
a global strategy in order to improve social media practices in our field (Fashion=) by
defining common goals, objectives and tools.
Table of contents

1. ………………………………………………. Davidoff
2. ………………………………………………. Swatch
3. ………………………………………………. Longines
4. …………………………………………...... Tissot
5. ………………………………………………. Rado
6. ………………………………………………. Bally
7. ………………………………………………. Tally Weijl

Caption: Each brand has been analyzed using the same factors/variables:

- Dialog
- Advocacy
- Support
- Innovation
- Brand engagement/social presence
- Communication leadership.

Different social media platforms (when available) have been taken into consideration, over a
period of 2 months, starting Oct. 1st 2010 and ending Dec. 1st 2010.

Brands are classified from the highest to the lowest in terms of brand value (million CHF).

1)
FACEBOOK & YouTube

Davidoff was founded by Zino Davidoff in the early thirties. The company was then sold it in
1970 by its founder. Nowadays the company is owned by Imperial Tobacco (since 2006).

The company still produces cigarettes, cigars and pipe tobaccos as in its origin, but it also
produces perfumes, watches, leather goods, pens, coffee and chocolate (all these are
considered luxury goods by the firm).

Despite being well-known all over the world, Davidoff does not have developed a clear social
media policy yet. In fact in the Davidoff case, social media are not well integrated. Moreover
it is trying to create two different campaigns for its products (tobacco vs. luxury).

a. DIALOG
 Brand presence on Fan Pages:

about 100 pages, both official and non-official (major part of them is a fan page for a
single product, e.g. perfume or cigarettes).

 List the First TEN pages per number of likes and compute the total number of likes:

1. Davidoff Cool Water, Official  67450 like it

2. Davidoff Champion, Official  25930 like it
3. Davidoff, Official 8661 like it
4. Davidoff Classic, Not official  7952 like it
5. Davidoff Champion Italia, Official  7378 like it
6. Davidoff Champion Germany, Official  4121 like it
 7. Davidoff Cool Water Germany, Official  4076 like it
8. Davidoff Gold, Not official  3884 like it
9. Davidoff, Not official  3528 like it
10. Davidoff Hot Water, Official  3422 like it

 7 Official : 121038 like it

 3 Non-official: 15364 like it

 9 official Fan Pages on Facebook and most of them promote perfumes and not cigars (we
have to note that Davidoff has two different businesses)  the most popular page is
Davidoff Cool Water, which is present both in English and German.
Likes: 67450 + 4076 =71526

 Assess the activity of the users in the last month (from 3.11 till 3.12):

Comments/posts on the wall: 332 comments

 Typology of comments:
 Feelings: 62 (18.67%)
 Complaints: 1 (0.3%)
 Fun: 194 (58%)
 News: 40 (12%)

b. ADVOCACY
Percentage of positive messages in the last month: 98%

c. SUPPORT
Moderator activity in last 2 months:

 Typology of comments:
 Answer: 1 (4.16%)
 Promotion/info: 4 (16.7%)
 Fun: 17 (70%)
 News: 2 (8.3%)

 There have been no replies to customers’ complaints (1 complaint/0 answer)

d. INNOVATION
No users proposes service/products improvements under a co-creation approach.
e. BRAND ENGAGEMENT/SOCIAL PRESENCE
 Davidoff is present on different social media:

Official Web site: http://www.davidoff.com/ (cigars)

http://www.zinodavidoff.com/ (luxury goods)

YouTube: Two channels  DavidoffParfums and Davidoffhotwater

Facebook

Wikipedia

 But Davidoff also has many fan pages on Twitter, Flickr and other social medias.

f. COMMUNICATION LEADERSHIP

 Davidoff has a moderator on its main page on Facebook (hereafter FB), but in general in
every page related to perfume’s advertising;

 Does the brand directly manage proprietary brand communities in social media?

It’s not so easy to answer this question given that Davidoff recently started an
advertising campaign on FB (to promote its perfumes). The campaign was created by
Maxus and H-art, two well-known agencies. For all these reasons we would say that
Davidoff does not directly manage its brand communities;

 In last two months the moderator sent 24 comments (on the main FB page);

 Davidoff offers free content on FB, e.g. in December there is an Advent Calendar
(possibility to win many prizes);

 Social media are not well integrated in Davidoff. The only two media integrated are FB
and YouTube, but with many weak points. For example there is no main page on FB, nor
is there on YouTube. Moreover links to the two main websites are hard to find.

g. Linking value
Percentage of users who discuss with their peers using the brand- related social media
spaces: 33%.
Additional information
FB is mainly used to promote perfumes and each perfume has its own page.

Talking about cigars (main business of Davidoff) there are no official pages on FB, but
there are lots of Fan Pages promoting the products.

Conclusions

The general brand goals related to the FB presence are:

 Knowledge of the brand and its particular products

 Promotion of products
 Create a direct contact with customers
 Keep relations with customers through a moderator (weak relationships)
 Evaluate the loyalty to the brand
 Be present, popular and attractive on different social media (especially FB)
 Communicate the quality & value of brand

Limits about the usage of Facebook for Davidoff:

 The main problem of Davidoff is that it produces lots of goods that are
completely different, so it is impossible to create one single marketing
campaign for all of them. As a consequence, the brand as a whole does not
benefit from these differentiated campaigns.

a. DIALOG
Brand presence on YouTube

Two official channels on YouTube, hundreds of videos. In fact searching “Davidoff” on

YouTube there are about 2520 results and most of them are related to the brand.
However, many of them are not correlated to the brand (Davidoff is also a baseball
player for example).

Official YouTube channels  DavidoffParfums & davidoffhotwater.

Profile

 DavidoffParfums: 1629 channel views, 52706 total upload views, 24

subscribers (http://www.zinodavidoff.com/fragraces)

3 videos:
 Davidoff Champion TV Spot, 29860 views, 41 likes/2 dislikes, 23
comments
 Davidoff Adventure TV Spot, 4028 views, 19 likes/0 dislikes, 4
comments
 Davidoff Hot Water TV Spot, 3984 views, 16 likes/2 dislikes, 2
comments

 davidoffhotwater: 650 channel views, 110335 total upload views

(http://www.facebook.com/page/Davidoff-Hot-Water/147608786014)

1 video:
 Davidoff Hot Water TV Commercial, 110346 views, 203
likes/13dislikes, 142 comments

b. ADVOCACY
It’s not possible to evaluate the feelings of the customers about Davidoff perfumes,
because the comments are not related to the product. All comments are subjective
opinions about music, actors/actresses and the environment of the video.

c. SUPPORT
There is no moderator on YouTube and neither Davidoff needs it, given that Davidoff
has only 150 comments to the four videos it uploaded on its official channels.

d. INNOVATION
No members proposes service/products improvements under a co-creation approach.

e. BRAND ENGAGEMENT
idem
f. COMMUNICATION LEADERSHIP
The brand doesn’t offer free content. On YouTube, there are only links which
communicate and show the advertising campaigns.

Conclusions
General brand goals related to YouTube are:

 Show the TV commercials (especially perfumes)

 Be a complement of Facebook pages

Davidoff should enhance its use of YouTube and in general the use of all new media.
FB and Youtube are pretty well integrated, but some firms in the same industry do
even better. Davidoff should improve the integration between all the media (not only
FB and Youtube). This could be its strength for the future.
 2)

Introduction

Swatch is a Swiss brand name for a line of wrist watches. It was founded in 1984 and
subsequently introduced in the Swiss market in 1985 by the idea and by the investments of
Ernst Thomke, his collaborators Elmar Mock and Jacques Müller and with the assistance of
external Franz Sprecher (a fine marketing specialist).

Just thanks to Franz Sprecher the Swatch brand is nowadays known in all over the world
because, with his external opinion about the product, he changed the initial idea of a
standard timekeeper in plastic to a fun watch-brand with a full brand identity and marketing
concept, hard to attack and contrast by the competitors since it is not one of many watches
collection.

Swatch was initially conceived to re-capture that piece of market lost during the pushy
growth of Japanese companies (such as Seiko and Citizen) in 1960s and 1970s and indeed
the launch of Swatch brand followed innovative features that aimed to new styling, design
and marketing. Its development will reach, with the process of time, a huge awareness
worldwide and Swatch is become the Swiss watch brand status within the lower end of
watch prices.

Use of social media tools

a. DIALOG
Brand presence on Youtube with the official page: http://www.youtube.com/swatch

Profile
• Channel views: 26195
• Total uploads views: 12941
• Enrolment: 14th December 2005
• Average age: 28
• Last view: 17 hours ago
• Members: 47
• Web site: www.swatch.com
• Country: Biel (Switzerland)
• Language: International (18 languages)
• Total videos: 29
 Comments about the “Home” channel: 2 (1st comment: 4 days ago; 2nd: 1 month ago).
These only two comments present in the official YouTube page are positive (100%).

On YouTube, not in the official channel, there are 5110 videos about Swatch.

b. ADVOCACY

The are 4 videos uploaded since Oct. 19 th 2010 and they are very similar (since they are
concerning the same product promotion “New-Gent Swatch”).

• The first one with 1683 total views, with 4 people that like the video (4 “I like” and 0 “don't
like”) and with 5 comments.

Only one comment present a real positive feedback while the other 4 comments are
question for instance upon the song in the video or upon the names of the new Swatch
collection represented in the video.

This video is appreciated by an age group between the 25 and 54 years old and male gender.

http://www.youtube.com/watch?v=pgAEfpHYwG0

• The second with 2091 total views, with 8 people “I-like” and 0 people “don't-like” and with
3 comments. 2 of these are positive while the other one is a question upon the name of the
song in the video.

The video is appreciated by an age group between the 25-34 for the male gender while on
the other hand for the female gender between 13-24.

http://www.youtube.com/swatch#p/c/D63230DD6B51A871/2/sQFrRhJ1N_s
• The third with 604 total views, with 5 people “I-like” and 0 people “don't like” and with 3
comments (all of these concerning the song in the video).

The video is appreciated by an age group equal to the second video.

http://www.youtube.com/watch?v=NJ6ieC9pt4M

• The fourth video 648 total views, with 2 people “I-Like” and 0 people “don't like” and with
3 comments (all of these, like the previous video, concerning the song in the video). The
video is appreciated by an age group between the 35-44 for the male gender while on the
other hand for the female gender between 13-24.

c. SUPPORT

 In the last two months (October-November) we have 4 videos. In each video there is
a brief introduction written by the Swatch staff members where they explain what we are
going to see in the video.

 The total comments (14) present for each video are written only by the users; and if
we want to give a percentage we can say about 27% of positive comments while the
remaining 73% is not connected with negative comments but concerning information
about the name of the song in the video.

 There are not complaint comments so there aren't present replies by the Swatch
member about that.

 In the official page there is another video from Sept. 23 th 2010 concerning the same
product-promotion but it is a video where people can vote; indeed below the video the
Swatch staff members explain that is possible vote, click on the beneath link, which “New-
Gent Swatch” colour do you prefer and if you are lucky you could win one of these. This
video presents 2242 total views, with 1 people “I-Like” and 0 people “don't-Like” and with
4 comments (all of these concerning the name of the song in the video). So we'll get a 0%
of positive comments. Also here we don't have replies by the Swatch staff member since
there are not complaints. The video is appreciated by an age group between the35-54 for
the male gender while for the female gender between 45-54.

d. INNOVATION
No members propose service/products improvements under a co-creation approach.

e. BRAND ENGAGEMENT

 Official web site: http://www.swatch.com/

 Facebook: http://www.facebook.com/Swatch
 Twitter: http://twitter.com/Swatch
 YouTube: http://www.youtube.com/swatch

In the web site we have a section named “Swatch Club”; if we click on it a new page will
open and we can find a real Community where are presents:

 Blogs: http://www.swatchtheclub.com/swatch-community/weblog/
(It is in the web site of the brand)

 Forums: http://www.swatchtheclub.com/swatch-community/forum/
(It is in the web site of the brand)

 Members: http://www.swatchtheclub.com/swatch-community/members/
(It is in the web site of the brand)

 Photos: http://www.swatchtheclub.com/swatch-community/gallery/
(It is in the web site of the brand)

 Groups: http://www.swatchtheclub.com/swatch-community/groups/
(It is in the web site of the brand)

Obviously the above channels are official but there are also non-official channels where we
can find Swatch, as blogs (e.g. http://www.swatchblog.fr/;
http://www.buyaswatch.blogspot.com/) and forums (e.g. http://www.swatchforum.com/).

f. LEADERSHIP
The brand doesn't offer free content since on YouTube there are only video which
communicate and show the advertising campaigns of Swatch products.

g. LINKING VALUE
If we consider, as I said in the first goal-chapter, the presence of 29 videos in the
official page of YouTube is possible notice that per video we have a maximum of 4 or 5
comments and a minimum of zero; but the interesting thing was observe that this minimum
indeed there are 21 videos without comment and so only 8 videos with comments. For the
85%, the discussions present in these 8 videos are connected between users but for 75%
related to the names of the songs I each video and not brand-related.

Additional information

On YouTube there are not only 29 videos that show the campaign of the brand, the
comments of the users, the date and so on. We also have other activities:

 the possibility through another link to vote our favourite “New-Gent Swatch” colour
and win, if we are lucky, a new Swatch;
 the possibility to enrol to Swatch TV;
 the possibility to see the several collections of Swatch;
 the possibility to buy online;
 the possibility to go on the Swatch Facebook page.

Conclusions

Nowadays YouTube & Facebook are the most used websites in the world. They are
accessible to everyone; this is proved by the millions of connections displayed everyday.
People who watch videos, people who upload videos, people who comment videos and so
on. The Swatch official page on YouTube is well-made but people are not involved to write
comments or to get more information on the product. Most of the comments are
concerning other details such as the song titles. Perhaps the videos Swatch promotes on
Youtube are too much “fun/cool” oriented, not looking at the aspects of the product (for
instance price, design, technology etc.) in order for people to get involved in the purchase

a. DIALOG
 Brand presence on pages: about 18 pages, both official and nonofficial
  List the first ten pages per number of likes and compute the total number of likes:

NAME TYPE LIKES Official/Non- Language

Official

Swatch Watches Products 287,309 Official English

Swatch Portugal Products 204,240 Official Portuguese

Swatch Turkiye Local Business 41,084 Official Turkish/English

Swatch Colombia Fashion 18,508 Official Spanish

Swatch Argentina Products 17,554 Official Spanish

Swatch Jordan Fashion 13,517 Official English

Swatch Hong Kong Fashion 4,853 Official Chinese

Swatch Mexico Fashion 4,209 Official Spanish

Swatch Page/Interest 1,925 Official English

Swatch LT Products 1,735 Official Latvian

Swatch Serbia Local Business 1,101 Official Serbian

Swatch Thailand Products 876 Official Thai

Swatch Austria Products 845 Official German

Swatch Australia Products 404 Official English

Swatch Store 58 Non-Official

+swatch+ Page 7 Non-Official

The Swatch Group LTD. Organization 4 Official English

Swatch Page 34 Non-Official

 Comments/posts on the wall: more than 600 comments, posts

 Typology of comments: Personal feelings/expressions about the brand: 29%

Fun/curiosity: 2%

Plain answers: 66%

Complaints: 3%
b. ADVOCACY
 Percentage of positive messages in the last two months

Positive messages: 65%

Negative messages: 5%

Neutral messages: 31%

c. SUPPORT

 Typology of comments in the last two months

Promotional/product related info: 54%

News: 12%

Event: 11%

Poll: 12%

Plain answer: 11%

d. INNOVATION

Users don’t make a comment about products/services improvements.

e. COMMUNICATION LEADERSHIP

Is there a company moderator? Yes

Does the brand directly manage proprietary brand communities in social media? Yes
Does the brand offer free content? Yes

Does the brand offer free entertainment (e.g. game)? They don’t offer free entertainment
but they organize a competition

How many are the links back to the brand social media spaces? 3

f. LINKING VALUE

Percentage of users who discuss with their peers using the brand-related social media
spaces: 75%

Additional information

 Users can post their comments about the products, brand and services. They can also
post their pictures and get information about products, competitions, new trends.
 In the Facebook page there are links of other Swatch social media platforms.
 In Facebook, the monthly active users in average are the 65% and monthly
comments are above 600.

Facebook Applications

True colors competition: Vote favorite magazine to be in with a chance of winning a Swatch
new gent Collection

New Gent: Connect true colors competition page, download wallpaper, video, view leaflet
and information about their new collection

Swatch MTV Playground: Link to Swatch MTV Playground

Store Locater: Information

Swatch TV: Link to Swatch TV

Customer Service: provide to users customer service

Online Shop
The general brand goals related to the Facebook presence are:

 To promote products
 To increase brand awareness
 To increase visibility in the Internet
 To reach potential customers
 To create buzz
 To engage with the customers
 Retain customers

SOCIAL MEDIA PLATFORMS ANALYSIS

 Facebook: http://www.facebook.com/Swatch
- Contacts of pages: 287,827
- Photos about products: 15 photo albums
- Photos of customers: 852 photos
- Videos: 25 videos
- Favourite pages: 7

 Twitter: http://twitter.com/Swatch

- Followers: 2481
- Following: 461
- Listed: 137
- Tweets: 655

 Blogs: http://www.swatchtheclub.com/swatch-community/weblog/

Community futures: Meet people from around the world in the Swatch community, try to
actively involve customers production and marketing activities and promote their products.

 Youtube: http://www.youtube.com/swatch

Channel views: 26195

Total Upload views: 12491
Average age: 28
Members: 47
Total videos: 29

 Forums: http://www.swatchtheclub.com/swatch-community/forum/

It is only in English, and there are 3 different Forums:

1) Swatch The Club Community (talk to members and fans of Swatch The Club) with 105
topics – Last Post 26th November 2010

2) General Swatch Talk (general topic about Swatch and Swatch The Club) with 117
topics – Last post 15th November 2010
3) The Club Voice (discuss the topics of the Swatch The Club Lifestyle Magazine) with 13
topics – Last comment 22th June 2010.
3)

1) Social networking - FACEBOOK

Longines Fan Pages: about 10, among which 90% are unofficial pages.

Groups: about 5, many others include other brands (Ex. Watch lovers)

 First 10 pages per number of likes:

1. Longines Watches (10,954 likes) – official
2. Longines (2263) – unofficial
3. Longines (89) – unofficial
4. Longines Grande Vitesse (52) - unofficial
5. Longines (17) – unofficial
6. Longines (6) – unofficial
7. Longines (3) - unofficial
8. Longines (2) – unofficial
9. Longines (1) - unofficial
10. Longines (1) - unofficial

 One official page: Longines Watches – 10,954 likes – English.

 Last month (November 2010): Users activity:
- 14 comments and no posts
 15% personal feelings expression;
0 complaints;
38% curiosity/information
5% news.

a. DIALOG
10 794 members on Dec. 2nd 2010; between 30 and 70 are active (posting
pictures/albums, “Likes” and comments); < 5 people posting regularly (every month),
mostly “Likes” 3-4 times a month. 16 posts by Longines from Oct. to Dec.

b. ADVOCACY
80-90% enthusiastic (posts, “Likes”); <1% negative; rest: inactive.

c. SUPPORT

In all 16 most recent posts, Longines answered members’ questions (through

comments). The moderator usually gave very short/straight to the point
answers, no promotion/fun. There are separated post therefore. 90% reply to
customer complaints.

d. INNOVATION
1-2% of users proposed changes/improvements through comments of
Longines’ posts.

e. BRAND ENGAGEMENT/PRESENCE
Facebook, Twitter, Youtube, Dailymotion. Not company owned channels;
 Blog des Montres http://leblogdesmontres.fr/
 Eyeka http://fr.eyeka.com/partner/longines_dolcevita

f. COMMUNICATION LEADERSHIP
 The brand does (YES) manage proprietary brand communities in social media.
There is (YES) free content (videos, pictures). No free entertainment. Links to
social media spaces: On Facebook Fan Page, on official website (Links or Icons).

g. LINKING VALUE
1-2 % discuss with other members through comments.

2) Microblogs - TWITTER

a. DIALOG
891 subscribers on Dec. 2nd 2010; approx. 5% are active (posting tweets); 16
tweets by Longines from Oct. to Dec.

b. ADVOCACY
15% enthusiastic; rest inactive.

c. SUPPORT
1-2% was support; rest advertising and promotion of events.

d. INNOVATION
1-2% of users proposed changes/improvements through tweets.

e. BRAND ENGAGEMENT/PRESENCE IDEM

f. COMMUNICATION LEADERSHIP IDEM

g. LINKING VALUE
< than 1% of users discuss together.
 3) Mediasharing - Youtube
a. DIALOG
Official channel on YouTube: http://www.youtube.com/user/longineswatches

Profile

 Channel views: 11616

 Total views: 207578
 Last view: 3 weeks ago
 Members: 137 on December 4th
 Website: www.longines.com
 Country: Switzerland
 Total videos: 40

First 10 videos for number of likes:

 Longines TV Spot - Aishwarya Rai Bachchan: 4619 views, 7 comments

 Longines PrimaLuna: 1174 views, 2 comments
 Longines TV Spot - Kate Winslet: 3039 views, no comments
 Stefanie Graf and Andre Agassi - Longines at Roland Garros 2009: 10743
views, 3 comments
 Longines TV Spot - Chi Ling Lin: 3193 views, 2 comments
 The Longines Master Collection Retrograde: 4182 views, 4 comments
 Roland Garros Longines TV Spot 30'' - Conquest ceramic - Andre Agassi: 3994
views, 3 comments
 Longines Ambassador of Elegance Aaron Kwok Fu Shen: 6469 views, 2
comments
 The Longines Sport Collection: 13845 views, 12 comments
 The Longines Master Collection: 39193 views, 20 comments

All the comments about the videos are enthusiastic, viewers use terms like “love, best
brand, legend, awesome, beautiful, great”. This brand has a history and a strong tradition.

Page languages: Italian- English

Comments: 6 comments about the channel.
Around 2110 videos of Longines are present on youtube.

b. ADVOCACY
In the last two months all comments are positive.

c. SUPPORT
Most of the comments are extremely positive from customers/viewers that love this brand,
it’s legendary and beautiful. Basically there are no customer complaints, all the comments
are positive, an example:

“What can I say for Longines? Everything the best! Amazing, probably the most beautiful
watches in world! Especially Longines moon-phase! CONGRATULATIONS!!!”

d. INNOVATION
Comments are focused on the appreciation for the product and there are no improvement
feedbacks.

e. BRAND ENGAGEMENT
IDEM

f. LEADERSHIP
The brand manages proprietary brand communities in social media through official channels
such as Youtube with spots and videos (free content), Facebook, etc.

g. LINKING VALUE
It is created with youtube viewers, through comments used to exchange opinions and
discuss about the videos and the products shown in the videos.
Conclusions
Many blogs and forums aren’t company owned, and managed by private users (Fans) or by
partner companies.

Additional information
There are only classic Page Boxes available: Photos, Videos. No supplementary Boxes
or Applications are provided.

Conclusions
The main goal of Longines using social media such as Facebook, Twitter or Youtube is
to reach its customer directly, providing information on new products but also on brand-
related events (often using celebrity endorsement). Therefore the main variable concerned
is advocacy and reputation, not considering so much the possibility to provide space for
user-generated content (games, applications, etc.). This is probably due to the image of the
brand, which is a very high level one, not targeting a very young market (which is more into
social media). This point could be improved and help Longines to enlarge its focus towards
innovation and modernity.
4)

FACEBOOK & YouTube

a. DIALOG
 Brand presence on Pages: one official
 Number of likes: 47, 247
Language: English
 Assess the activity of the users in the last two months:

Comments/Posts on the wall: 704 comments, posts and posts’ comments

In average each day, fans write 12 posts and comments.

 Typology of comments: Personal feeling expression about the brand: 38.8 %
Fun/curiosity: 6.5%
News: 47.5%
Tissot’s posts, comments and replies: 7.2%

b. ADVOCACY

Percentage of positive messages in the last two months (October-November): 99.5%

c. SUPPORT

Typology of comments in the last 2 months (October- November):

 Positive comments about the brand: 51.5%
 Promotional/product related info (including events promotion): 7.5%
 Comments about news and posts: 38%
 Just answers: 3%
 100% replies to customer complaints

d. INNOVATION

In the past two months 2 customers proposed innovation in the product to Tissot.

e. BRAND ENGAGEMENT/SOCIAL PRESENCE

Tissot is present on different social media but very few of them (only two) are official

 Official Web site: http://www.tissot.ch/

 Facebook: http://www.facebook.com/home.php#!/Tissot

 YouTube : present with official videos, advertisements, launch of products or

events (e.g: Tissot Augmented Reality: http://www.youtube.com/watch?
v=sM70yME1OLk)
but also, fans and customers sharing their experiences and feelings about the
brand

 Blog: no official blog but present on several blogs (e.g: http://www.e-

annuaire.ch/blog/montre-tissot-35)

 Twitter: Unofficial TISSOT Fan page (http://twitter.com/#!/TISSOT_Fanpage):

Follower1460, tweet 1841

 Forum: No official forums but it exists several forums such as

http://forumamontres.forumactif.com/forum-general-de-discussions-
horlogeres-f1/longines-ou-tissot-t36736.htm where people discuss if they
should rather buy a Tissot or a Longines or http://n-achetez-pas-de-montre-
 tissot.over-blog.com/article-410379-6.html named “ Do not buy Tissot’s
watches”.

 Flickr: http://www.flickr.com/search/?q=tissot.

f. COMMUNICATION LEADERSHIP
Is there a company moderator? YES

Does the brand directly manage proprietary brand communities in social media? YES

Does the brand offer free content? YES

Does the brand offer free entertainment (e.g. game)? YES

e.g Tissot Augmented Reality (http://www.tissot.ch/reality/) and also newsletter and

information about their events and sponsorship (especially through Facebook and the
official website).

How many are the links back to the brand social media spaces? 3

g. LINKING VALUE
Percentage of users who discuss with their peers using the brand- related social media spaces:
65%

Other additional information

Users write comments about products (new and old), about the brand itself, complaints,
suggestions, ideas and wishes.

On Facebook: pictures are available about current product, new collection, stores and advertising
campaigns but also customers/users upload their own pictures. There are also videos about
advertisements, Tissot Augmented Reality, interviews, sponsoring and customers/users personal
videos.

Number of official applications: 9

The applications are:

 Facebook Tissot on Twitter

 Facebook Events: mostly sportive sponsorship events
  Facebook Boxes: about sportive events, new launch of a watch, outcome of a
sponsored event
 Facebook Discussion: displaying 26 discussions on different topics
 On the official website Ambassadors
 On the official website Stores world wide
 On the official website News / Events
 On the official website Tissot contests and games
 On the official website Tissot Augmented Reality

On Facebook:
Average monthly active users: 240 ( 0.5% )
Average monthly comments: 300.

Conclusions

The general brand goals related to FB presence are:

 Share product launch

 Promote events
 Maintain loyalty with customer
 Create a direct contact with customers
 React quickly to customers complaints
 Collect, understand and “try” to react to customers’ ideas and suggestions
 Be competitive
 Be innovative and interactive
 Be present on different social media channels
 Communicate the quality, value of brand

There are no anomalies about the FB presence.

A. DIALOG
Brand presence on YouTube: No official channe

First ten videos on Youtube

1. Non-official: Tissot PRC200 Watch T17152652 review - Watch Shop UK Views: 98822
2. Official: Tissot Augmented Reality Views: 75288
3. Non-official: Men's Tissot PRC200 Chronograph Watch T17158652 - Watch Shop UK
Views: 48906
4. Official: Tissot SEA-TOUCH Views: 44133
5. Official: Tissot Manufacture, Swiss Watches made in Geneve - King Jewelers
YouTube.com Views: 11812
6. Non-official: Tissot T Touch Views: 60151
7. Non-official: Tissot navigator t30 Views: 501
8. Non-official: MY TISSOT LE LOCLE WATCH Views: 18604
9. Non-official: Tissot T-Touch Exper Watch Review Views: 35350
10. Official: Tissot-Tactile-SPOT.MPG Views: 112

b. ADVOCACY
Very few comments on the pages (especially in the last month).

Amongst these, mostly positive comments but also questions about the products or the
brand towards general YouTube users and also towards the brand.

c. SUPPORT
There is no moderator.
The few comments requesting an answer are not notified neither answered.

The company only posts few promotional videos for its products or for some events (e.g:
Tissot Augmented Reality)

d. INNOVATION
No members proposing service/products improvements under a co-creation approach.

e. BRAND ENGAGEMENT
Tissot is present on different social media but very few of them (only two) are official

 Official Web site: http://www.tissot.ch/

 Facebook: http://www.facebook.com/home.php#!/Tissot
 YouTube : present with official videos, advertisements, launch of products or
events (e.g: Tissot Augmented Reality: http://www.youtube.com/watch?
v=sM70yME1OLk) but also, fans and customers sharing their experiences and
feelings about the brand.
 Blog: no official blog but present on several blogs (e.g: http://www.e-
annuaire.ch/blog/montre-tissot-35)
 Twitter: Unofficial TISSOT Fan page (http://twitter.com/#!/TISSOT_Fanpage):
Follower1460, tweet 1841
 Forum: No official forums but it exists several forums such as
http://forumamontres.forumactif.com/forum-general-de-discussions-
horlogeres-f1/longines-ou-tissot-t36736.htm where people discuss if they
should rather buy a Tissot or a Longines or http://n-achetez-pas-de-montre-
tissot.over-blog.com/article-410379-6.html named “ Do not buy Tissot’s
watches”.
 Flickr: http://www.flickr.com/search/?q=tissot
f. LEADERSHIP
Is there a company moderator? NO

Does the brand directly manage proprietary brand communities in social media? YES (but
not on YouTube)

Does the brand offer free content? YES

Does the brand offer free entertainment (e.g. game)? YES e.g Tissot Augmented Reality
(http://www.tissot.ch/reality/) and also newsletter and information about their events and
sponsorship (especially through Facebook and the official website)

How many are the links back to the brand social media spaces? 3

g. LINKING VALUE
Percentage of users who discuss with their peers using the brand- related social media
spaces: close to zero.

Other additional information

There are too many private videos, made by consumers simply showing their new watches.
These kind of videos are useless and have a possible negative effect on the brand image on
social medias.

Conclusions
We observe a huge lack of presence on YouTube: almost nonexistent.

Our recommendation is: a quick creation of an official YouTube page aiming at the creation
of a brand presence in social media. The brand should have a moderator on YouTube as
competent as the one on Facebook.

There is a gap between their performance on Facebook and their non-presence on YouTube.
5)

1) Social networking – FACEBOOK

Rado Fan Pages: about 5, among which 60% are unofficial pages.

Groups: about 3, few others include other brands (Ex. Watch lovers)

 First 10 pages per number of likes:

Rado – The official Page (12845 likes) - official
Rado (401) - unofficial
Rado (399) - unofficial
Rado (151) - unofficial
Rado Young design Prize Malaysia (2220) - unofficial
 One official page: Rado – The Official Page – 12845 likes - English
 Last month (November 2010): Users activity:
- 21 comments and no posts
75% personal feelings expression;
0 complaints;
10% curiosity/information
10% spam
0% news.
a. DIALOG
12581 subscribers on Dec. 2nd, between 30 and 60 users are active (likes, pictures), < 5
post regularly (most is spamming) 14 post from Rado from Oct. to Dec.

b. ADVOCACY
95% enthusiastic (comments, likes), 5% spamming, rest are inactive

c. SUPPORT
In 14 posts from Rado, the company comments in only 3 of them. The answers are for
product related information or news.

d. INNOVATION

None of the users propose innovation. Just “like” comments. The is low linking value
between customers and the company in this social media

e. BRAND ENGAGEMENT/SOCIAL PRESENCE

There is a poor presence on Facebook (just news, no interactive presence no special

entertainment for customers) and a poor Youtube channel (just few videos and without
comment on them)

f. COMMUNICATION LEADERSHIP
On the official page there is a company moderator (YES) and the Brand directly
manage the community on Facebook. There are no links to other social media
platforms. The Brand offer also free content (video and images).

g. LINKING VALUE

Less than 1 % of users discuss together.

Conclusions

There is also a Youtube channel for Rado, but it is almost inactive, with only 28 subscribers,
19 videos and no interaction between moderators and subscribers (no “likes”, no
comments). Rado does not have any Twitter, Flickr or other account. Its visibility is mainly
concentrated on its website and Facebook. We suggest to the Brand to be more present on
the various soial media platforms, not only to increase the awareness of the brand but also
to reach a younger target (heavy users of social media platforms) and be perceived as
innovative. In order to do that Rado could also increase the visibility of the Young Designer
Prize and other innovative activity that results too hide in the social media platform.
6)

Facebook & Youtube

a. DIALOG
 Bally has 20.719 "Like" on Facebook
 257 comments to Bally's posts
 and 3150 " Like " the posts

b. ADVOCACY
 Only 2 negative comments; the others are positive.
 There are 3 negative posts by users.

c. SUPPORT
 In the last 2 months there are only 21 posts from users, the others are company
posts.
 Some of this posts required a reply (information) but no moderator answered

 lack of responsiveness.
d. INNOVATION
No user has made comments in a co-creative way (improvements, etc.)

e. BRAND ENGAGEMENT
Bally has its own website, its official page on Facebook Twitter and Youtube.

f. LEADERSHIP
 No one uses this page to discuss with peers;
 Rarely users relate their comments to other comments, but there are no clear
discussions.

g. LINKING VALUE
 The brand directly manages the page on Facebook, adding posts, images and videos.
 There is free content available.
 No free entertainment
 On the Fan Page there are links to the other social media spaces of the brand.

Conclusions
The main digital force of Bally is its website, as the Facebook Page is poorly interactive.

Regarding Youtube, with only 26 subscribers (since February 2010) and no comments on it, it cannot
be considered as an active social media tool for Bally. The videos are posted unregulary and they are
scarce.
 7)

FACEBOOK & YouTube

Tally Weijl fashion Swiss brand for young and self-confident women. The slogan is " it's fun to be
sexy!". It offers the latest trends in terms of clothing for every woman, every situation and budget.
Tally Weijl is an International Fashion label headquartered in Basel, Switzerland and present in over
30 countries with 600+ stores and more than 2500 employees.

b. DIALOG

 Brand presence on Pages: about 25 pages, both official and not official

 List the First TEN pages per number of likes and compute the total number of likes:

1) TALLY WEIJL- Fashion OFFICIAL PAGE Likes: 444.305

NON-OFFICIAL PAGES:
2) Tally Weijl Totally sexy likes: about 4314
3) Tally Weijl Malta likes: about 4245
4) Tally Weijl- Fashion likes: about 3425
5) TALLY WEIJL- Fashion likes: about 3144
6) Tally Weijl Page likes: about 2162
7) Tally Weijl Local firm likes: about 1625
8) Tally weijl Page likes: about 174
9) Tally Weijl Online shop likes: about 74

 An official page on Facebook  TALLY WEIJL- Fashion Official Page

Likes: 444.305
Language: English

 Assess the activity of the users in the last two months:

 Comments/Posts on the wall: more 4000 comments, posts and posts’ comments

In average each day, fans write 15 posts.

 Typology of comments: Personal feeling expression about the brand:55%

Fun/curiosity: 5%
News and look’s advice: 40%

c. Advocacy
Percentage of positive messages in the last two months (October-November): 98%

c. Support
Typology of comments in the last 2 months (October- November):

 Positive comments about the brand: 50%

 Comments about news and posts: 45%
 Just answers:5%
 No replies to customer complaints

d. Innovation
No users propose service/products improvements under a co-creation approach.

e. Brand engagement/social presence

Tally Weijl is present on different social media:

 Official Web site: http://www.tally-weijl.com

 YouTube (www.youtube.com/TallyWeijlOfficial) .The channel of Tally Weijl
official. Channel’s views: 16409, Download’s views: 87291. Average age of
users: 26. Users: 165
 Blog (http://www.tally-weijl.com/tally-world/) is in the web sites of the brand
 Twitter (www.twitter.com/TALLY_WEIJL): Follower 1082, tweet 322
 Forum (http://www.tallyweijl.net/), Forum for Tally Weijl Fan
f. Communication leadership

 Is there a company moderator? YES, called TALLY WEIJL

 Does the brand directly manage proprietary brand communities in social media?
YES
 Does the brand offer free content? YES

 Does the brand offer free entertainment (e.g. game)? YES. The brand offers:
 Games, as X-MAS calendar gift
 newsletter competition or initiatives. (ex. “Thank you to all the fans that joined
the newsletter competition! It was difficult to choose the winner, ...”
http://fb.me/EKE6FQYN 8:21 AM Nov 22nd via Facebook)

 How many are the links back to the brand social media spaces? 4 links.

g. Linking value
Percentage of users who discuss with their peers using the brand- related social media
spaces: 85%

Other additional information

Users can write comments about the brand, its products and its possible comment posts
about new trends.

Boxes that are available for customers are: Wall, Info, Foto, Tally’s World, Discussions.

In the Facebook pages it’s possible to have information about the brand, its locations
and new openings, its products and new trends, the new products in the stores, the
advertising campaign and finally fans could find answers to their questions and
curiosities.

In the Facebook page, there are the links of others Tally Weijl’s social media.

Number of official applications:

8 http://www.facebook.com/home.php?#!/TALLYWEiJL.official?v=app_7146470109

The applications are:

  Tally campaigns (information, community, promotion)
 Winter collection , that now is changed in X-MAS Collection (information,
promotion)
 Product of the week (community, promotion)
 New in store (information, promotion)
 Tally world (information, promotion)
 Working at Tally Weijl (recruitment, information)
 About Tally Weijl (additional information)
 Tally Weijl on YouTube (link to YouTube)
 Store locator (information)
 Tally Weijl in media (information, advertising)
 Tally Weijl on Twitter (link to Twitter)

In Facebook, the monthly active users in average are the 60%. Monthly comments are above
1000.

Conclusions
The general brand goals related to the FB presence are:

 Knowledge of brand and company

 Understand the customers’ reputation
 Maintain loyalty with customer
 Create a direct contact with customers
 Promotion about products
 Be competitive
 Be innovative and interactive
 Be present on different social media channels
 Communicate the quality, value of brand
 Communicate the convenience of fashion products

Limits about the usage of Facebook for Tally Weijl:

 It is difficult create a constant and direct interaction between the company

and customers, also because the brand is present in different countries.
Indeed, the social media’s usage changes in the different countries and it isn’t
easy understand and analyze the several cultures.
a. DIALOG
Brand presence on YouTube: Official channel on YouTube

 http://www.youtube.com/user/TallyWeijlOfficial

Profile

Channel’s views: 18037

Total views: 88903
Average age: 26
Last view: 2 weeks ago
Members: 175
Web site: http://www.tally-weijl.com
Country: Switzerland
Total videos: 10

 TALLY WEIJL Fall/Winter 09 views:20409 Comments:16

 Totally sexy X-MAS Collection 2010 views: 7564 Comments: 2
 Totally Sexy X-mas Collection 2010 views: 7214 Comments: 2
 TALLY WEIJL Fall Winter campaign views:14351 Comments: 5
 TALLY WEIJL Spring Collection 2010 views: 34164 Comments: 8
 TALLY WEIJL Spring campaign 2006 views:552 Comment: 1
 TALLY WEIJL’S 25th anniversary 2009 views:419 No comments
 Making of TALLY WEIJL Fall campaign views: 1081 No comments
 FINAL 1280 BTON views: 446 No comments
 Spring Collection 2008 Clip views: 210 No comments

Languages: Italian- English

Comments about the channel: 12

All comments are positive (100%). Members express their passion for brands and for the
collections presented.
On YouTube, not in the official channel, there are 261 videos about Tally Weijl.

b. ADVOCACY
All comments about the channels are positive.

About the last 2 videos, comments are 3 and all positive.

The last two video are:

 http://www.youtube.com/user/TallyWeijlOfficial#p/u/1/EKtrM_x9Frc
 http://www.youtube.com/user/TallyWeijlOfficial#p/u/2/sQZvVfiQtU8

c. SUPPORT
The comments about new collection and the channel are of appreciation, fun.

d. INNOVATION
No members that propose service/products improvements under a co-creation approach.

e. BRAND ENGAGEMENT
 Official Web site: http://www.tally-weijl.com
 Facebook: ( http://www.facebook.com/TALLYWEiJL.official).
Contacts of page: 444.305. Photos about product: 11 albums. Photos of
customers:1060. Discussions:20 topics and 66 posts.
 Blog: (http://www.tally-weijl.com/tally-world/) is in the web sites of the
brand
 Twitter ( www.twitter.com/TALLY_WEIJL): Follower 1082, tweet 322
 Forum (http://www.tallyweijl.net/), Forum for Tally Weijl Fan
f. LEADERSHIP
The brand des not offer free content. In YouTube, there are only links that communicate and
show the advertising campaigns of Tally Weijl.

Other additional information

In YouTube channel, the videos show the campaign of the brand. For each video, it’s
possible see comments, views, authors’ name, model’s name, the date.

The first videos on YouTube goes back to a year ago.

Conclusions
Tally Weijl develops all social media at the same time and integrates them. The
interconnection of different social media makes the brand’s message strong and creates a
global relationship between the company and its customers. It is present in different
countries, to create a coherent and effective communication strategy.

General brand goals related on YouTube are:

 Be present on YouTube
 Communicate the advertising campaigns
 Improve brand’s reputation
 Promotion the brand’s image
 Communicate the brand’s mission
 Involve customers through videos and images

A video is published each three or six months. Indeed, the fashion’s cycle predicts four
annual collections (Autumn, Winter, Spring, Summer).

Then, the company doesn’t revise constantly the YouTube channel.

The Tally Weijl channel on YouTube is an advertising and communication tool.

GENERAL CONCLUSIONS

In this part, we quickly review the main strengths and weaknesses of each brand
separately. This SWOT analysis builds the basis for our general strategy to improve the social
media practices of the whole industry.

Davidoff

Davidoff’s main channel is Facebook. It is complemented by its website and Wikipedia. There
are two main websites: 1) www.davidoff.com (cigarettes, tobacco)

2) www.zinodavidoff.com (watches, chocolate, perfumes, coffee etc.)

• STRENGHTS

 Davidoff is recognized for its branded products, focused on in different social

media
 Advocacy

• WEAKNESSES

 There is no main page, and many pages are unofficial.

Swatch

Swatch’s main channel is Facebook. It is complemented by Youtube and Twitter.

• STRENGHTS

 brand awareness
 brand engagement
 integration between social media
 innovative
 very international; wide language choice
• WEAKNESSES

 increase social media tools (YouTube)

 increase the presence of real blogs and forums
 lack of information and descriptions about the products
 in Facebook too many pages between official and non-official

Longines
Longines’ main channel is Facebook, with many unofficial pages, complemented by Youtube
(strong) and Twitter (weak).

• STRENGHTS

 advocacy, many people are enthusiastic of the brand (lots of “Like”)

 communication leadership

• WEAKNESSES

 very low support

 lack of innovation
 interaction with customers is bad
 low brand engagement

Tissot
Tissot’s main channel is Facebook, with a strong official website.

• STRENGHTS

 good relationship between customers and brands

• WEAKNESSES

 brand awareness
 presence on other social networks

Rado
Rado’s main channel is its own official website, completed by a Facebook Fan Page.

 STRENGHTS

 Creativity contest organized through Facebook page and website

-> interactive content

 Good support by moderator

• WEAKNESSES

 No presence on other social networks

 Poor Fan Page on Facebook (few content/information, low linking value)

Bally
Bally’s main channels are Facebook and Youtube, completed by its official website.

 STRENGHTS

 in Facebook many post and many “Like”

 Facebook presents about 20'000 users
 everyday in Facebook are added new photos by Bally staff members

• WEAKNESSES

 Youtube channel has a poor content/interaction

 Low support
 Tally Weijl
Tally Weijl is almost present on every social media. The most important though remain
Facebook and the interactive website.

 STRENGHTS

 good interaction between company and customers

 advocacy
 integration between social media

• WEAKNESSES

 This extensive presence on all social media could also represent a weakness for T.
Weijl, as all the different information could be dispersed and hard to find for the
customer.