burberry social business case study
DESCRIPTION
Burberry are a British luxury brand and the 98th most valuable brand in the world. They are one of the most advanced companies when it comes to social business – but how do they do it? In this case study we explore the core areas of Burberry's brand that have made the company the well-rounded social business that it is today.TRANSCRIPT
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SOCIAL BUSINESS CASE STUDY
Burberry
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• British luxury brand covering clothing, accessories and perfumes
• 98th most valuable brand in the world • Founded in 1856 • Currently employing over 9,000 employees • First luxury brand to achieve 1 million Facebook
likes
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Burberry’s social business aims
Customers have total access to Burberry anytime, anywhere across any device
Consistent feeling of the brand and culture throughout digital and
stores
Keep traditional and heritage of the
company at the forefront of the digital
branding
Become fully digital end to end.
Total integration among the company,
its employees, its customers, and the all-important brand.
What does Burberry want to achieve?
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Social business programmes
MARKETING
SALES
B2B SALES
CUSTOMER SERVICE
PRODUCT PLANNING
HR
How are departments across the organisation involved in the programme?
Burberry World • Burberry World is a suite
of apps by Salesforce that allows sales, service staff and customers to interact as one community
• Chatter app allows sales and service staff to access traditional CRM data alongside social customer data and facilitates customer engagement in social media
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Social business programmes
MARKETING
SALES
B2B SALES
CUSTOMER SERVICE
PRODUCT PLANNING
HR
How are departments across the organisation involved in the programme?
Burberry World • The Burberry World
website allows customers to connect with all aspects of the business such as its heritage, music, video and product offers
• It offers social shopping with the option to instant chat with customer service representatives
• Customer service staff trained in social media engagement
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Social business programmes
MARKETING
SALES
B2B SALES
CUSTOMER SERVICE
PRODUCT PLANNING
HR
How are departments across the organisation involved in the programme?
Customers lead the way • Customers can remotely
participate in fashion shows and order items directly off the runway
• Customers can suggest designs for the next iconic trench coat
• Burberry pre-tests aspects of marketing and communication content through Buddy Media, co-developed with the community
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Social business programmes
MARKETING
SALES
B2B SALES
CUSTOMER SERVICE
PRODUCT PLANNING
HR
How are departments across the organisation involved in the programme?
“The Art of the Trench” • Leverage existing Burberry
customers to generate content and inspire their peers
• Users add and interact with photos of people wearing the famous trench
• Standalone social media platform for brand control over look and feel
• Allows interaction via Facebook, email, Twitter, or Delicious
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Organisational culture and approach
Be everywhere • Approached social media to be everywhere the consumer is
Total integration • All social and digital platforms connected for seamless integration
Co-creation • Networked communities working together to innovate
One brand voice • Strong sense of brand identity across all online communications platforms
Cross organisational mobilisation • All employees and departments empowered to collaborate with each other and with customers
What values and approach did Burberry need to adopt to make it happen?
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“Everyone now can come into Burberry World and see the journey and mission that Burberry is on. And for any CEO that is skeptical at all: You have to create a
social enterprise today. You have to be totally connected with everyone that touches your brand. If you don't do that, I don't know what your business
model is in five years.”
Angela Ahrendts, Burberry CEO
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References
" Harvard Business Review Co-Creation: The Real Social-Media Revolution " Salesforce Burberry case study " Business Today Entrenched in the Digital World " Laputa Tech Burberry builds deeper customer connections, from the runway to the retail store " ZDNet Social business success: Burberry