Prof Dr Ana Adi – Vives Erasmus Courses

Social Media Marketing, New Media & Introduction to Research Methods

The presence of MAC Cosmetics in the social media

Zsuzsa Koltai

Description of your subject and justification of your choice

I have chosen MAC Cosmetics as my subject, since I find very interesting how a company can be successful among both professional and laymen consumers at the same time. It doesn’t just manufacture high-quality products, but also created a really strong brand image, an always up-to date, interesting  social media website, and  a loyal and stable basis of consumers

M∙A∙C – Make-Up Art Cosmetics

The company was established in 1984, and become the world’s leading professional makeup authority because of its unrivalled expertise in makeup artistry. It offers its product for both professional make-up artists and laymen. The distribution of its products is via its own brand stores.

M·A·C is at the forefront of fashion trendsetting, collaborating with leading talents from fashion, art and popular culture. Their actual ambassador is Ariane Grande. Their artists create trends backstage at fashion weeks around the world. MAC is  positioned as an up-market product.

M∙A∙C Cosmetics takes great pride in producing the finest quality prestige makeup. Cosmetics products but lack the superior quality, research and development time invested in all of our products.
Its target audience are both professional make-up artists using it a work tool, both
consumers buying it for their own use.  These consumers are 16-30 year old young women, from the middle-and upper class.

Its product portfolio is very wide and diversified, and contains all kind of make-up tools. I collected some of their products’ average range of types and price, and compare it with their competitor, Max Factor’s products and prices.


Shadow: 24 kind of eye shadows, available at least in 4 colours, average price is $20

Eye palettes, 24 types, average price $40

Liner, 20 types, average price $18

Mascara: 22 types, average price $17

Brow, 8 types, average price $17
Beyond these goods they also offer:

LIPS: lipstick, lip gloss, lip pencil, lip care, lip palettes

FACE: foundation, powder, blush, concealer, face primer, multi-use BB+CC, face palettes+ kits

NAILS: lacquer


Comparison and analysis of the activity of your Subject and  their competitor

MAC’s presence in the social media:

MAC uses social media marketing in order to achieve marketing communication and branding goals. It primarily covers activities involving social sharing of content, videos, and images for marketing purposes. It has worked out a consistent brand image through using social media for marketing. It enables its business to project its brand image across a variety of different social media platforms. While each platform has its own unique environment and voice, its business’ core identity stays consistent.
Its goals are:

  • Website traffic
  • Conversions
  • Brand awareness
  • Creating a brand identity and positive brand association
  • Communication and interaction with key audiences

Content marketing:
MAC is offering valuable information that its ideal customers find interesting. It is continually uploading professional make up videos and tutorials. It created a variety of content by implementing social media images, videos next to classic text-based content

Links — While using social media for marketing relies primarily on its business sharing its own unique, original content to gain followers, fans, and devotees, it links to outside articles as well, if other sources provide great, valuable information that its target audience will enjoy. Linking to outside sources improves trust and reliability, and it even get some links in return.

Its link are mainly from the collaboration with famous fashion designers (Vivienne Westwood), singers, models and actors


11.693.191 likers

Like rank: 82

Post per day: 1,16

Likes, comments, shares per post: 4408

Facebook’s casual, friendly environment requires an active social media marketing strategy. It wants  to pay careful attention to layout, as the visual component is a key aspect of the Facebook experience. Social media marketing for business pages revolves around furthering their conversation with audiences by posting industry-related articles, images, videos, etc.

Facebook is a place people go to relax and chat with friends, so MAC keeps tone light and friendly.
Promotes its latest products illustrated with beautiful swatches

Offers information about and promotes its events. These are ususally make-up workshops

MAC specialized and has chosen its target audience specifically. It is better than to be a jack-of-all-trades. A highly-focused social media and content marketing strategy intended to build a strong brand has a better chance for success than a broad strategy that attempts to be all things to all people.

MAC also knows, that if you spend all your time on the social Web directly promoting your products and services, people will stop listening. That’s why it always adds value to the conversation. It focuses less on conversions and more on creating amazing content and developing relationships with online influencers. In time, those people will become a powerful catalyst for word-of-mouthmarketing for its business.

After publishing its content, MAC never disappears, but stays available to its audience. That means it consistently publish content and participate in conversations.

Customer relationship management

Dealing with the unsatisfied customers


Thanks to nearly unlimited surface, MAC can personalize its advertisements and videos. There aren’t product promotions, tutorials and make-up videos not only for women with the most common skin types, but for special requirements also.

‘M·A·C celebrates diversity and individuality – we are for All Ages, All Races, All Sexes’



Twitter: 1490 posts

7,5 million followers

Screen Shot 2016-01-22 at 16.40.50

Twitter is the social media marketing tool that lets MAC broadcast its updates across the web. It follows tweeters in its industry or related fields, and it gained a steady stream of followers in return.

MAC mixes up its official-related tweets about specials, discounts, and news updates with some fun and quirky tweets interspersed. It always retweet when a customer has something nice to say about it, and never forgets answer people’s questions when possible.  Using Twitter as a social media marketing tool revolves around dialog and communication, so it interacts as much as possible



Youtube: MAC has an own youtube channel, where it uploads make-up and campaign videos

YouTube is the number one place for creating video content, with can be an incredibly powerful social media marketing tool. Many businesses try to create video content with the aim of having their video “go viral,” but in reality those chances are pretty slim. So MAC instead of it, focuses on creating useful, instructive “how-to” videos. These videos are professional make-up tutorials.
These how-to videos also have the added benefit of ranking on the video search results of Google.


Description your competitor and justification of your choice

Max Factor
I have chosen Max Factor as the competitor of MAC, because this is the brand that communicates almost the same as MAC: professionalism, upper class quality, glimmering.

Its history:

In Hollywood’s Golden Age Max Factor was known for creating the signature looks of the era’s most famous icons such as Ava Gardner, Jean Harlow and Marlene Dietrich. But he believed that glamour should be within reach of all women.

Max Factor was born in Russia and emigrated in 1914 to America, settling in LA to be closer to the budding film industry. Word of Max Factor’s expertise quickly spread and he was soon working with Hollywood’s leading film stars and making his own cosmetic products for a glamorous but realistic look on screen.

In 1916 he started selling eye shadow and eyebrow pencils. This was the first time such products were available outside the movie industry. Four years later he launched a full range of cosmetics, calling it “make-up” – a phrase he coined.

The make-up products and techniques Max Factor created for the movie industry and his Hollywood clients earned him an Oscar, but his guiding philosophy was that any woman could be glamourous given the right tools and make-up artstry skills.

From mascara to foundation, eye shadow to lip gloss – Max Factor put the transformative tools for make-up artistry into the hands of every woman, enabling her to create her own personal glamour statement every day.


Product Portfolio:
Comparing their product portfolios, Max Factor’s is by far not so wide like MAC’s
It has got all in all 55 products, and we can also see that their price level is also lower.
Its target audience is 20-40 year old middle class women, who buy it for their own use. The distribution of the products is via drogeries and make-up stores.


Eyeliner: 6 types of products, 4 shades, average price $10

Eyeshadow: 5 types, 6 shades, average price $11

Mascara: 14 types, 2 shades, average price $15

LIPS: Lip gloss, Lipstick, Lipliner


FACE, Blusher, Concealer, Foundation,Powder, Primer


Nail lacquer



641061 likers

Like rank: 58

Post per day: 0,44

Likes, comments, shares per post : 472

Its Facebook page is very interactive. It communicates with it likers, asks them to write and send pictures about their favourite MF product, and invite them to join winning games.

It also post backstage videos.
Content marketing: Actual articles about skin care and fashion trends linked with their products, Make-up tutorials


4423 tweets

Screen Shot 2016-01-22 at 16.41.50
Current game for the followers: Post your selfie with your favourite make-up piece.
Promotions winning games: Post a red lip




After analysing their social media presence, I have some recommendations for my chosen company, MAC
First of all, they should put more emphasis on content marketing. Their main activity is  promoting their own products with pictures. Although they share really high level make-up videos on their Youtube channel,  but they don’t create enough valuable content for their followers and potential buyers.
I would also recommend for MAC to make their Facebook page more interactive. The communication with their likers is quite one-sided, they should organise more games and promotions, and through it make their customers feel more involved.
Neither MaxFactor nor MAC has paid advertisements, so they don’t embrace this great opportunity.




Questions of Webinar

 Webinar 1

1) Check slides 10-13 on the history of the internet and evolution of social media. What do you learn from them?

From the beginning of the internet until nowadays happened a lot of revolutions inside the world of internet. The first step was the postal service after the telephone in 1890 followed of the radio in 1891, followed of and email in 1966. After this, with the appearing of the internet in 1969 because of military reasons. Between 1990 and 1991 was the start of the web 1.0. In this type of web only happen the reading of someone. After that was appear the web 2.0 that was composed with reading and write internet based in the interaction in an active way and contribution. In the web 3.0 the internet start to be reading, writing and execute. In this type of web all the people can try to move on them because they don’t need a knowledge about programming.

2)Why do you think the EU has a tougher regulation on internet cookies?

The people in the European Union have the opportunity to refuse the cookies because with them the people will give some data for the website. The cookies was made to protect online privacy, by making consumers aware about how much information them is collected and used online.

3)Define: Media, Mass-media, digital media, Social media, Social networking

Media is the totality of communication channels.

Mass media is all the ways that we have to communicate which use a language easily understandable for all the society and reach large number of people in a short time.

Digital media is an electronic media or digitized content that we can make transmission only using the internet.

Social media is the collective of online channels that provide interaction with others (social network, forums and wikis, for example).

Social networking is a platform to develop social relations with people that have the same interests.

4)Look at the Social Media landscape and write How many platforms do you recognize? How many do you actually actively use, sharing content on constant basis/ upload info.

I recognize 16 platforms: YouTube, LinkedIn, Tinder, Messenger, Facebook, WhatsApp, , MySpace, Hangouts, WordPress, Instagram, , Snapchat, SlideShare, Skype, Tumblr, Spotify,Wikipedia.

I only use YouTube, Facebook, WhatsApp, Instagram, Snapchat, Skype and Spotify.

5)Check the Edelman Trust Barometer 2015 results. Find the results for your country of origin, Belgium and the worldwide results. What do you observe? Who is trusted the most (businesses, NGOs, media and/or government)? What does this mean for communicators?

In Portugal the general global confidence index decrease to 54%. In 2013 was 57%. The most trustfull sector is the NOG’s with 70% of confidence.

To Belgium i can not find.

The most trustfull is NGO’s for the Europe.



6)Check out the Greenpeace vs Nestle case study (see slide 38). What did Nestle do wrong ?

Greenpeace accused Nestlé of obtaining oil from Sinar Mas shovel, an Indonesian supplier who was acting unsustainably.

Nestlé Group used for his products than like Kit Kat, food and materials through deforestation for palm oil.

7)Watch the videos in the “assumptions” section (slides 42-51) on the digital divide, long tail, cult of the amateur, technological determinism and net delusion. Summarize the main point of the video. Write up in a short paragraph what (as a communicator/ marketer) you learn from them.

The videos talk about the internet. There are different ways that the people look for the internet. Some of them think that the internet is dangerous and not all the things that i can find  are not true. We can see to that there are a huge diference in the acessiblity for the internet in developed countries. We can see to that the business that are involved with computers can be destruyed because of her, the video games is one of this cases.

Webinar 2

1) Figure how likealyzer tail windapp work

Sem Título

2) What are the most active age groups on the most popular social media platforms – Facebook, Twitter, Instagram, Pinterest, Tumblr


18–24 age range is still the biggest demographic using the site.


37% of adults 18–29 use Twitter.


53% of 18–29 year olds use Instagram


31% of adults 30–49 use LinkedIn.


34% of adults 18–29 years old use Pinterest.


Nelson Marques



Webinars (Rafael Rodríguez Díaz)

Webinar 1

  1. Check slides 10-13 on the history of the internet and evolution of social media. What do you learn from them?

The history of internet and web appeared long time ago. But the idea didn’t do possible until seventies.

At the beginning the platform just allowed to read the different sources of information, but years later, with the age 2.0 Internet let us actively participate. Thanks of it, we have had a advantage for do things that before it was out of our hand.

Nowadays, the feedback can execute with a lot of people that you want to communicate with their but in your situation is really difficult.

Also we have to say that internet has advantage and disadvantages, so a use responsible with the web is necessary to continue growing.


  1. Define the following terms: media, mass-media, digital media, social media and social networking? What are the differences and similarities between them?

Media: instruments used in contemporary society to inform and communicate messages in visual or audiovisual textual version, sound,. Sometimes they are used to communicate massively, for many millions of people, such as television or print or digital newspapers, and other, to transmit information to small social groups, such as local newspapers or institutional.

Mass-Media: communication encompasses various forms of social interaction, from the exchange of ideas in conversation to social distance relationship between individuals connected either through written media (eg through a letter, a telegram, an information, etc.) or through massive electronic means (such as the press, radio, telephone, television, etc.)

Digital media: refers to audio, video and image that has been encoded (digitally compressed). The encoding of content involves converting audio input and video in a digital media file, such as a Windows Media file. Once encoded digital media, you can manipulate, distribute and perform (play) easily on other computers and transmitted over computer networks.

Social networking: are websites that allow people to connect with friends and even make new friends, virtually, and share content, interact, create communities of similar interests: work, readings, games, friendship, relationships, relationships commercial, etc.


  • Social media landscape 2015 – how many platforms do you recognise vs how many platforms do you actively use (and by that I mean to upload content)?

In this moment I know a lot of different platform which you can search experiences, pictures, videos, music, etc.

The most important social media nowadays are: Facebook, Twitter, Instagram, Whatsapp, Youtube and Linked In. I use Facebook, Whatsapp and Linked in. But why?

Because for me this platform has much advantages. With whatsapp can maintain the contact with the people that I sometimes see, with facebook can share experiences and see pictures and videos of friends. And finally, Linked In allowed me to have opportunities for the future with my CV and it can connect with business that they need a person like my profile.


  1. Check the Edelman Trust Barometer 2015 results. Find the results for your country of origin, Belgium and the worldwide results. What do you observe? Who is trusted the most (businesses, NGOs, media and/or government)? What does its mean communicators?


The communicators are able to change that appears with fads and trends, but still that objective is still part of their daily work. To know understand the importance of organization makes get to have a significant advantage. Thanks to these media Asia has achieved a large increase and importance due to the media.


  1. Greenpeace vs. Nestle. Check-out the information and discover what is Nestle doing wrong?

The biggest problem in this case was that Nestlé was using palm oil to make KitKat, threatening the livelihoods of local people and pushing orangutans towards extinction. It is coming from Indonesia and it is being destroyed by the human action.

Therefore Nestle has to defend their image trough social media and it can be that the problem will be less importance.


  1. Watch the videos in the “assumptions” section (slides 42-51) on the digital divide, long tail, cult of the amateur, technological determinism. Summarize the main point of the video. Write up in a short paragraph what (as a communicator/marketer) you learn from them.


The digital divide: is the equality between the access groups, knowledge and use of information and communication technologies.

Long tail is about how today the economy and culture is moving from mass markets to a host of online stores.

Cult of the amateur´s author of this book of Andrew Keen is saying that in the amateurs of 21st century are replacing the professionals in their field. Well-founded information in the Internet is not reliable and entertainment which gives is insufficient.

The technological determinism people want to build and create what could help develop themselves, for example, to be more effective in the goals they want to achieve.


Webinar 2

  1. Familiarise yourself with the platforms mentioned on slide 10. Use the example of your home university to explore their use. What are the platforms for? What insight do you gain about your university? Search and clarify the concepts and terms you do not know.


I found with Alexia* that appeared information about my university, Universidad de Murcia. In the global ranking my university is in the global ranking 19,693 and in Spain 733. The most of the visitors are from Spain, Mexico, Peru, Italy and Argentina.



*Alexa Traffic Rank :An estimate of this site’s popularity. The rank is calculated using a combination of average daily visitors to this site and pageviews on this site over the past 3 months. The site with the highest combination of visitors and pageviews is ranked #1.

2. What are the most active age groups on the most popular social media platforms – Facebook, Twitter, Instagram, Pinterest, Tumblr.

The first target group of communication channel goes from 18-35 years old with around 80% of users. The second target group is the people between 12-18 years old who are frequent users off this digital media.

“Scienced” by internet (Assigment)

Social media audit and competitor analysis

By Paulius Bakaitis

Lecturer: Prof Dr Ana Adi

VIVES, 2016


  1. Introduction


For this audit I chose a Youtube channel Vsauce. Initially created by Michael Stevens, now there are branching channels like Vsauce2, Vsauce3, Wesauce (community), etc. with different personas. The channels feature videos relating to various scientific and philosophical topics, as well as gaming, technology, culture, and other topics of general interest. As for this Audit the main focus is on their first channel – Vsauce.

I find this kind of online educational videos extremely interesting as they provide a way of learning by making it vivid, perfectly explained and engaging with a slice of humor. Putting scientific terms, researches and theoretical knowledge in an explainable way is not easy, but they succeed at it, and people love them. Also they like to answer extremely curious questions such as “What if the sun disappeared?” or ““What if Everyone Jumped at Once?

Analysing such persona provides a great challenge as there is little information and sources about social media efforts of simple content creators (unlike huge companies) so probably there will not be many sources (if at all) used in this research that are specifically about these Youtube channels.

As for target audience, Vsauce aims at people who at least know some form of basic science, as science topics are the most popular in the channel, of course the audience can be absolutely anyone with an interest in a provided topic, however, pre-teenage year children might find some topics unfathomable and advanced use of English generally means that to understand a video fully a person should be at least 13+ years old. Also considering that this is not a company that gets money out of sales, the goal is simple – the more views, the better so the content is simplified and as much approachable as possible to anyone.


Youtube (and G+):

Vsauce 1 – 24 June 2010

Vsauce 2 – 7 December 2010

Vsauce 3 – 24 December 2010

WeSauce – 25 July 2012

DONG (Do Things Online Now, Guys) – 29 October 2015

Facebook: Vsauce, Vsauce2, Vasauce3

Twitter: Vsauce @tweetsauce Vsauce3 @VsauceThree Vsauce2 @VsauceTwo

Instagram (personal but popular) – electricpants

And of course their website


Their main activity is providing informative videos on Youtube and other type of social media is used for day-to-day sharing, photos, activities or sometimes hints and ideas for their next videos. Being popular they tend to meet other internet or celebrities in general in an event, gathering or simple meeting and post about it thus mutually benefiting all celebrities involved.


  1. Competition


Considering that this is not a firm, a company, competitors are quite different in a sense that there are only people that do similar things and are also popular. I decided to look at those.

The main competitor (or one of them, as there are many)I believe is a Youtube channel – Smarter Every Day. They also provide science videos about pretty much anything, however the main difference is the practical approach whereas Vsauce mostly only conducts research. The target audience is mostly the same, but considering that videos are a bit more simplified and approachable to a person with a lesser knowledge of science means a slightly greater possible reach.

Channels used by Smarter Every Day: Youtube, Tumblr, Facebook, Patreon, Instagram, Twitter, G+ and secondary SmarterEveryDay2 Youtube channel.

Just like Vsauce, videos are their main thing however other platforms are often used to ask questions from their fans and opinions as well as photos, casual sharing, personal opinions, segments of video being produced or frankly anything that pops in their mind.


  1. Social media analysis


I chose to analyse 2 platforms – Facebook and Twitter of both content creators also I will provide basic information from their Youtube channels for comparison with other platforms (since it is their base of operation).


Smarter Every Day – 3,558,773 subscribers • 252,595,701 total views

Vsauce (the main one) – 9,832,142 subscribers • 934,622,695 total views


To check how healthy is Vsauce’s Facebook page I have chosen LikeAlyzer as my tool as it gives in depth information about the page and its activity as well as I have made some remarks on my own.

The tool has provided information that the Facebook activity for Vsauce is fairly poor.

  • Total likes – 480 000
  • Engagement rate is extremely poor, a mere 0,3 % (The Engagement Rate is calculated by taking the total PTAT (people talking about this) and divide by the total number of likes
  • The type of posts that Vsauce is putting out is basically their videos or something that is already on other social media platform posted by themselves.
  • They barely post 0.27 times per week. This is really a problem as one might suggest to even post daily.
  • There is only one-way communication from fans to Vsauce or communication between fans themselves on the page, nothing is responded by the author.
  • Vsauce asks no questions from their Facebook fans.


It would seem that Vsauce does not particularly care about activity on Facebook, however, if we take a look at Smarter Every Day, results are quite different.

  • Total likes – 1.1 million
  • Posts per day are 1.31
  • Engagement rate is 3.1% (far from perfect but an obvious improvement in comparison)
  • On the page, authors are asking questions, keeping the audience updated with the latest activity, posting pictures, etc.
  • Overall, Smarter Every Day seems to be caring more about their activity on Facebook than Vsauce.

On a side note both of the parties did not particularly care about the timing of their posts as they are not on the usual best time of publishing.


Situation of Twitter between these content creators compared to Facebook is like night and day. Vsauce has 599 000 followers on twitter whereas Smarter Every Day only has 94 200. In contrary to Facebook situation it appears like more of a scenario where Youtube subscriber count and Twitter follower count is more of a match.

It would seem that trends change significantly depending on the platform used. This is mostly due to different focus of both channels.

  • Vsauce in contrary to Facebook post original posts of their activity, ask questions, interact with the audience. In fact, this seem to be their main platform of interaction with their fans. But only one platform is hardly ever enough for everything, or is it?
  • As for Smarter Every Day, they excel in distinguishing content between platforms, unlike Vsauce and their relatively good standing in Twitter is an example.
  • According to (Twitter analysis tool) Vsauce per 100 tweets:
    • Replies : 32/100
    • Tweets with @mentions: 71/100
    • Tweets with #hashtags: 14/100
    • Retweets: 30/100 were retweets by @tweetsauce
    • Tweets with links: 45/100
    • Tweets with media: 29/100
  • And for Smarter Every Day per 100 tweets:
    • Replies : 34/100
    • Tweets with @mentions: 66/100
    • Tweets with #hashtags: 13/100
    • Retweets: 20/100 were retweets by @smartereveryday
    • Tweets with links: 45/100
    • Tweets with media: 25/100


Considering Twitter, both parties seem to be doing pretty well and have similar scores and posts similarly good. Constant interaction with followers, retweets and mentions seems to be present on both accounts. However, given the edge in subscribers on Youtube, Vsauce takes the cake with followers even though he posts less.


  1. Recommendations for Vsauce


  • Obviously post more on Facebook since this platform should not be ignored. A great amount of potential new viewers or subscribers are lost due to inactivity in nowadays considered the most important (and/or popular) social media platform.
  • Make Facebook posts somewhat different, original. For example twitter should be used for quick communication, updates and activities and Facebook for pictures, long posts, extended opinions. Smarter Every Day excels at this, their content is greatly differentiated between platforms and evenly taken care of. Learning from your “competitors” is key.
  • The main person from Vsauce ( Michael Stevens) is not keen on sharing a lot of personal life – family, goals, thoughts, opinions, etc. while this might not be important in certain organizations or parties of different activities, knowing the main person behind the scenes is very attracting to viewers, especially in entertainment area. Vlogs, blogs, personal notes or anything like that would benefit his social media platforms immensely as this happened to others after opening up (Ray William Johnson, PewDiePie, Top10memes a.k.a LEMMiNO just to name a few).


  1. Conclusion


Vsauce being really popular and liked Youtube channel has problems on other platforms, especially Facebook. If a business is based on social media then it is absolutely important to take care of at least the most important platforms, however Vsauce seems to focus only on Twitter (and of course Youtube). If some recommendations would be addressed I believe that Vsauce could be even more popular because at this time it seems that “he/they sleep on the glory” of their Youtube channel.

Word count: 1414



Paulius Bakaitis Webinar log

Webinar log

By Paulius Bakaitis

Lecturer: Prof Dr Ana Adi

VIVES, 2016


Q: Why is social media important for companies?

well social media is a great tool for people to talk about a certain businesses and give reviews, opinions, etc. and when there is no designated profile of a business online it raises suspicious questions, makes business seem to hide from view, however a business profile with active customer service makes company seem more trustworthy.

Q: Why do you think the EU has tougher regulation on internet cookies?

EU has higher policies and regulations on internet privacy in general as they (EU) believe that the information that is provided by an individual should be kept in his control.

Web 1.0 Read-only type of internet media consumption when everything is written by a certain party, not users

Web 2.0 Users get to ineract with internet back and forth as well as with producers

Web 3.0 The semantic web analysis YOU by your activity, likes, etc. to provide personalized service to end user


Media – a channel of information through different means

Mass media – extremely wide channel of information by most of the means for reaching end receiver

Digital media – a channel of information based in technological devices

Social media – a channel of information between individuals put together on a platform

Social networking – connections between individuals.


Evolution of the web: I think that a slow beginning for this evolution was due to technology constrains and difficulties setting up internet. As technology progressed, it became easier to go online thus improving the reachability, accessability of the internet. We can see that since year 2008 to today there has been way more progress than at any period before.


Social media landscape: I recognize twitter, facebook, hangouts, messenger, whatsapp, viber, snapchat, I think I have heard of kik, Tumblr, pinterest, wikipedia, wordpress (just now), linked in, tinder, reddit, github, youtube, soundcloud, intagram, vine, imgur. I actively use facebook, whatsapp, tumblr, wikipedia, reddit, youtube, soundcloud, imgur.


Mac vs PC: This more of a style and lifestyle choice at this point and would depend on what do you do on the computer rather than which machine is better for doing the same stuff. Internet battle between mac and PC has started since pretty much it was possible to comment and nowadays just turned into trolling and useless trashposting (excuse my language).


The bigger platform the better

Well that would be true if the only reason to use it would be to find and connect with people. But for different purposes there are social media websites specifically designed to be used in a specific way. Example: Linked in – professional, Tumblr – expression, blogging and so on.


Home university analysis by tools.  –

Global rank 503,696

Rank in Lithuania  912

Lithuanians     84.1%


Likealyzer –

Posts per Day: 0.39

Likes, Comments & Shares per post: 14


Respond to your fans questions and comments more quickly.

Create more engaging posts.

Review the length of your posts.

Publish posts more often.

Ask more questions to your fans.

Marketing grader 70 out of 100


Ryanair vs. Vueling: Low-Cost Fight


Introduction (Rafael Rodriguez Diaz)

I choose these companies to work, because is interesting to know about that. Nowadays this business model it is fashion so the concept low cost in the companies of airlines is growing and is a way of survival.

The main reason why I choose it is that it is from my study area of business management and I would like to work in a kind of company that their methods given a good image in social media. Therefore my main goal will be to give a good image about the strategy in social media of my company, although it is offering a service low cost.


Ryanair was founded in 1985 by Anthony Ryan, one of the most influential people of Irish aviation. At present, it is Europe’s largest low cost of 44 bases and more than 1000 routes. It operates more than 1,600 flights per day (500,000 per year) through low-fare routes connecting 180 destinations in 29 countries and operates a fleet of 800 aircraft. It has a staff of more than 9,000 professionals; it carries more than 81.5 million passengers.


The overall target company is any European person between 15 and 65 who want or need to travel by air at reduced prices, giving up certain comforts that can offer other airlines. Therefore, the users’ own characteristics Ryanair do not depend on social class, or residence, or age.


Ryanair’s objective is become the leader with low-fares through their program passenger airline across continued improvements and expanded offerings of its low-fare service.


  • Unified fleet. The planes are designed with the maximum capacity allowed to cover the largest possible number of seats.
  • Flights from point to point. Offer compensation for delays, handling luggage transfer, adjusts the operation, etc. expenses are low cost carriers such as Ryanair unwilling to take.
  • Save on fuel. For years accumulate complaints from drivers who warn of pressures suffered by the directors of the company may limit fuel reserves in flight. Another method of the company to save on fuel is to command your pilots traveling slower.
  • Flight personnel. Some people claim that Ryanair does not give very good treatment of its employees. Ryanair hired through a temp agency.
  • Free advertising. In the words of the manager “No matter what kind of advertising, no matter who is right or wrong, the important thing is to talk about you.”
  • Minimizing distribution costs. To reduce distribution fees and expenses the company does not use intermediaries to sell tickets.
  • Maximizing the use of its assets. “Airline is that a ground plane does not make money”.
  • Operational savings. Ryanair generally operates at secondary airports.


Vueling was born in July 2004 with a fleet of two Airbus320 four routes and aim to offer customers at competitive prices with excellent service. Nine years later, Vueling operates more than 250 routes in 117 cities in Europe, Middle East and Africa, has 16 operational bases and has transported over 70 million passengers. Moreover, it is the leader in the Barcelona-El Prat Company.


The overriding objective is to cover the largest market share addressing all ranges of age or social class belonging. For it offers a low price that its target is not defined as providing quality customer service, but offer price lower than he can find in the airline market.


Vueling objective is that in 2014 Barcelona will become the leading airline in Europe for connections. The consolidation of Barcelona as a destination for tourism and business is primarily necessary. So it intended to enhance its airport to place it among the busiest in Europe. This plan seeks to achieve the objective penetrating the market through a strategy based on price.


  • Mentality change. Vueling has been instrumental in changing the segment ‘low cost’ for a new, more service-oriented and quality categories: ‘smart-cost’
  • The size does matter. Exponential growth is merely the quantitative reflection of a more complex evolution characterized by innovation, by questioning the dominant conventions and an ongoing effort to be close to customers. The merger with Clickair was a fact which came to win a Vueling largest in its fleet. But not only that, they doubled their market share in breaking through the Prat (T1).
  • Passion team, key to success. The question that the company was formulated to implement their strategy was: what can we do new, better, different and that is attractive and useful to our customers? They responded to it with the following response: coon the latest generation of low-emission Airbus, extended range, Wi-Fi connectivity and a more comfortable interior configuration. All this means putting the 5 senses of the client company


Twitter YES YES
Instagram YES YES
Facebook YES YES
Google+ YES YES
Youtube YES YES
Linked In YES YES
Forums YES YES
Vine NO NO




RYANAIR 205.244 616.570 41.681 8.015
VUELING 221.884 645.746 22.625 1.750


As the above analysis, the study should focus on the major social networks of the moment. We can guess that Ryanair is doing aggressive marketing campaigns from the past. When the company began operations, the main strategy was not spending much of their investment in the field of social networks. But because of its impact, Ryanair decided to use them and because of this has been catching up with its main competitor, Vueling.You can see that Vueling has more followers on Facebook and Twitter, but very close to the figure of the Irish airline. As YouTube and Instagram, the advantage is evident Ryanair and significantly higher. As we can see, the presence of both companies occurs in the main social networks that exist at the time and that the company uses daily. They are massive social networks that bring together large numbers of followers, assuming this an advantage for companies as they can offer and show their range of products and services through platforms that are today followed by the majority of your target audience.

Another topic that we have to take is LIKEALYZER:

An argument for this company can be that Ryanair has made a better research, execution and measure to use the social media rather than Vueling. Likealyzer show that Ryanair has a score of 70 out of 100. One could think that Vueling knows that they also have the same  target group, so almost all are on Facebook, this could have led Vueling to the conclusion that because their target group already is on Facebook, therefore Vueling don’t have to do a lot of endeavor in order to get the target group as followers on Facebook. The results that Likealyzer show: Vueling’s ranking is 83 out of 100.

Recommendations for Ryanair 

  1. Ryanair is changing the tide of bad corporate image left in the past. This is because an arrogant policy pursued by the CEO. The company realized it and tried to improve the corporate image.For it has made changes to its web-site, also it has created mobile applications that facilitate the purchase of the ticket and boarding billing.Therefore, in this area should continue in the same line, that is, it is focusing on customer service and if it is possible to maintain prices knowledge that until now has. ·
  2. Another way to further capture fans and power and to conduct a more aggressive marketing campaign and be seen by more people, we can say that Ryanair has to draw a competitive advantage from their superiority followers on Instagram so that they become members Facebook also. In this way, Ryanair is positioned above Vueling Likes regarding his followers. ·
  3.  On the other hand, improved service response in Twitter could conduct a customer interaction and cause it to become a loyal customer and always keep in mind the possibility of traveling with our company.
  4.  If you want to be successful with your social media plan, stop random acts of hash taggingand use a good hashtag to tie all of the pieces of your campaign together
  5. Despite improved understanding of having to show a responsible company image so that consumers do not leave it aside their services. A Ryanair has much to improve.Enhance its position in LikeAnalyzer act quickly and effectively before comments could damage the image, open the range of social networks (Vine), are some of the goals that the airline should consider whether you want to continue to win customers and thus profits. 

References and Sources


Questions of Webinar Ibon Falcón


Webinar 1


  1. Check slides 10-13 on the history of the internet and evolution of social media. What do you learn from them?


About the history of the internet, I learnt that he was created in 1969, before,  I thought that was invented later. But for the social media apart the invention of the internet there are other things that are important too like the telephones, postal service, pneumatic post and radio. After that, the email was invented, and this also now we used, but actualiced. The social medias that young people use or the companies nowadays use were starting created in 2003, with Facebook and MySpace amoung others. It´s true that the blogger was started before in 1999. After this social medias started another ones like YouTube (2005) and Twitter (2006).

They are like 3 tipes of internet:


In the beginning the internet was web 1, only you can read. The next step was to become in the web 2, here apart from read you can write and participate too. And now we are in the thihrd sep, here the internet apart from the things that could do it before you can execute also.


  1. Define the following terms: media, mass-media, digital media, social media and social networking? What are the differences and similarities between them?


  • MEDIA: Way to something or cannel. If you think in communication, you think that someone gives information to another one about something. The way that the information pass to the other is the channel, the media
  • MASS MEDIA: Too many. TV a lot of people in the same time
  • DIGITAL MEDIA: Online. Digital media is electronic media that works on digital codes
  • SOCIAL MEDIA:  We can connect with the people, but the people can give the opinion, we are closer to the people
  • SOCIAL NETWORKING: Smaller of people with interests in common



  1. Social media landscape 2015 – how many platforms do you recognise vs how many platforms do you actively use (and by that I mean to upload content)?


The platforms that I recognise are the following ones:


  • Instagram                ·MySpace                 ·Line              ·Blogger
  • Facebook                ·Wikipedia                ·YouTube      ·Spotify
  • Badoo                      ·Skype                       ·Vine              ·Whatssap
  • Snapchat                 ·WordPress              ·Tumblr



The next ones are the platforms that normally I use:


  • Instagram                ·Facebook                ·Whatssap                ·Skype
  • Snapchat



  1. Check the Edelman Trust Barometer 2015 results. Find the results for your country of origin, Belgium and the worldwide results. What do you observe? Who is trusted the most (businesses, NGOs, media and/or government)? What does this mean for communicators?


 In Spain in the comunication media are 47%, in companies 41% and in the government 26%  are found

  1. Check out the video summaries for the European Communication Monitor and the Asia-Pacific Communication Monitor. What are the biggest challenges communicators are facing?



Communicators said that they have importance trends, but that the have difficulties to used every day. A lot communicators said that advertaising and media are loosing importance. Only the 50% use listening strategics and the 55% try to demostrate the economical impact of communication. Only 36% off communication departments have instruments to measure results. Many organization spend time and money on evaluating communication, but many still focus on media and channels.



Approaching mass media to get coverage to get more importance. To produce the own media is also relevant. Only 1/3 of respondents believes in rise of advertising and media sponsoring and the half of communicators see traditional printing media being important in future. Biggest challenges with Asia-Pacific Communication Monitor meets is coping with digital revolution, linking business strategy and communication and building and maintaining trust.


  1. Check out the Greenpeace vs Nestle case study (see slide 38). What did Nestle do wrong?


Nestle is using palm oil of companies that they are doing things to the nature, environment and society that they are not good, like for example trashing Indonesian rainforest and threatening the livehoods of the local people.


After, if Nestle is laying when they said that they didn´t by the palm oil, the image of Nestle can be damage, because apart from the bad action that they did, they don´t recognise it, they start lying, so consumer could be get angry with the company and stop buying things of Nestle, this also depends on the consume reaction, because every consumer react in different  forms


  1. Watch the videos in the “assumptions” section (slides 42-51) on the digital divide, long tail, cult of the amateur, technological determinism and net delusion. Summarize the main point of the video. Write up in a short paragraph what (as a communicator/marketer) you learn from them.





Digital divide is composed by acces to technology and knowledge and skills of how to use it. This can lead to discrimination, exclusion of certains groups and loss of income amoung others. And this technology can be used in telephones, computers and in internet.


  • 2) LONG TAIL


This speaks about the economy and culture. Its says that more and more, there are taking more importance the online shops and that in some years, the people instead of doing the shoping in the real shops, market, they will do it by online, in the online shops. And after its says that this could have consecuences, for example the persons that where workingin the shop, maybe instead of working 4 they need only 1 or 2, so, it would be more unempleyment rate.




In the book of Andrew Keen, speaks that in  the 21st century, in internet, amateur people is taking the place of the proffesional ones. And that sometimes the information that we can find can be wrong. Because there are examples that you wanted to find information about something and you find 2 different test  and with different information, and you don´t know what is the correct one. Also, they take information taking out of the context, and they used in the way that they interes. Finally, it speaks about the  blogs, he said that they confuse the opinion of the people.




This video speaks that the computers can destroi our lives, but we have to take a decision. Internet works to save our time, not to loos it. Also people use it to developed, to be more efficiant.





Here said that behind the technological lies make a combination between utopianism and ignorance to the internet´s political and potential. Also its said that the democratazing power of the new media will bring the entrechment of the authoritarian regimes.


Webinar 2


  1. Familiarise yourself with the platforms mentioned on slide 10. Use the example of your home university to explore their use. What are the platforms for? What insight do you gain about your university? Search and clarify the concepts and terms you do not know.


I found with Alexia that appeared information about my university, EHU. In the global ranking my university is in the global ranking 36,411 and in Spain 2,161. Also, from where they enter to the university, the most main countries that entered in the university are Spain and Mexico. The most of the places that they entered in thewebsite are Gaur and the main page of the website


  1. What are the most active age groups on the most popular social media platforms – Facebook, Twitter, Instagram, Pinterest, Tumblr…


Most of the people that use this type of social media are young people, nowdays maybe they started 14 more or less until 26 years I think  that are the most active group.



Red Bull VS Monster Energy Ibon Falcón

The company that I have choose to do the work is Red Bull. Red Bull is an energetic drink delivery by the company Red Bull GmbH. It was created by the Austrian Dietrich Mateschitz, that he founded in the 80´s developing an unique concept of Marketin.

The first can, was sold the first of April in the year 1987, in his native country, Austria. Red bull, was not only being a totally new product, also it was the beginning of the energetic drinks.

This brand, nowadays, it is present in 165 different countries, and they have been consuming until the year 2004, more than 35.000 millions of cans of Red Bull.

This energetic drink is made mainly with water, sugar, caffeine and with different vitamins. According to the manufacturer, the drink has a revitalizing and detoxifying scientifically proven effect and properties that increase the physical abilities and mental speed. It is a functional drink; it is not to quench thirst, which was invented for consumption in times of high physical and mental demands; like for example, in very large highways that you can be tired, in busy days, before practice an activity of a lot of physical wear or before one exam.

In the cans of Red Bull, appeared, recommended by the European rules, “Elevate in caffeine content”. Saying in other way, that the content of caffeine in one can of Red Bull, is more or less similar to a 80 milligrams o caffeine, or the same as 1 cup of coffee of percolator.

Red Bull GmbH was founded in the year 1984, by the Austrian Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya. In 1982, Mateschitz, travelling to Thailand to meet with Chaleo, he found the energy drink of Chaleo´s company during the 70´s, and he realized that it helped his jet lag. After seeing market potential in the drink, he partnered with Chaleo in bringing it to Europe and under their agreement, each partner invested US $ 500,000 for founding Red Bull GmbH. In return, each one would received the 49 percent stake in the company, with the remaining 2 percent stake to Chaleo´s son Charlem. They also agree that Mateschitz would run the company.

In 1976, Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand, which means “red gaur” in English and was inspired in a product whose the main ingredient was taurine. After visiting Thailand in 1982,Dietrich Mateschitz discovered that Krating Daeng helped cure his jet lag. In 1984, Mateschitz co-founded Red Bull GmbH with Yoovidhya and turned it into a global brand. They invest US$ 500,000 each partner to found Red and taking a stake in the new company. Yoovidhya and Mateschitz, both of them have the 49 percent share of Red Bull, and the rest 2 percent was to Yoovidhya’s son, Chalerm, but it was agreed that Mateschitz would run the company. The product was launched in Austria in 1987.

After that, regarding price, Red Bull positioned in the first position, as a premium drink, whereas Krating Daeng like a low cost one.

The slogan of Red Bull is “It gives you wins”, and the international marketing of Red Bull related this brand with the extreme sports. These range from mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, rowing, wakeboarding, cliff-diving, surfing, skating, freestyle motocross, rally, Formula 1 racing, to breakdancing. Red Bull uses music and videogames, and has enlisted celebrities, such as Eminem.

I take this company because I think that it is a big brand and he has a lot of marketing and he wanted to related with young people, so for that they use a lot social programs.

One of the competitors of Red Bull is Monster.

Monster Energy is an energetic drink that was found by Hamsen in the year 2002. It is marketed and distributed by Hansen Natural Corporation, a company in Corona, California. Althaugh, Monster Energy is not widespread in the media, it gets a lot of recognition for exercising their sponsorship in various sporting events.

Hansen Natural Corporation had announced that they have an agreement of distribution with Anheuser-Busch in the United States and with Grupo Jumex in Mexico. Recently, Hansen Natural Corporation announced also another distribution agreement with PepsiCo Canada.

The regular flavor comes in black can with a green tear-shaped M logo. As I said before, the company is also known for supporting many extreme sports event such as BMX, Motocross, Speedway, skateboarding and snowboarding, as well as eSports. In addition, Monster Energy promotes a number of music bands around the world like Asking Alexandria, The World Alive, Maximum the Hormone and Shinedown.

There are 34 different drinks under the Monster brand in North of America, including its core Monster Energy line, Java Monster, Extra strength, Import, Rehab and Muscle Monster.

The caffeine content of most Monster Energy drinks is approximately 10 mg/oz. The packaging usually contains a warning label advising consumers against drinking more than 48 oz per day. Europe does not have these warning labels. The drinks are not recommended for pregnant women or people sensitive to caffeine. It has other ingredients like sucrose, glucose, citric acid and taurine among others.

I take this competitor of Red Bull, because I think that more or less the marketing that Monster Energetic uses is similar from Red Bull, both of them wanted to relate with young people through the extreme sports and music.

Regarding to the social media, the next one is the social media marketing of Red Bull.

Red Bull has the base of his social media marketing in Facebook, but connecting with the YouTube channel, and also twitter is used by Red Bull as a multimedia. The videos are the basic social media marketing of Red Bull, they publicise these YouTube videos in Facebook. This started in the beginning of the year 2001 that Red Bull changed completely the social media marketing view that they had before and they started concentrating in the multimedia, this is to say in the videos and the images. With this change Red Bull win a lot of followers in Facebook and they continue increasing with the videos via YouTube.

Also, an important social media for the marketing as we are saying until now is the YouTube channel that they have. This is the base of all the social marketing, from here they took the videos and they publicise in the other social Medias that they have. In YouTube, Red Bull is the leader one.

Other social channels that use Red Bull are Pinterest, Flickr, Tumblr and FriendFeed. But the most important one is the Facebook via YouTube.

In the other hand we have Monster Energy. This one doesn´t base as much in the videos like Red Bull, there are important but they use more photography’s than videos. Also they have an YouTube channel and Facebook. Apart from that they have also Instagram, twitter and Tumblr. And they have also a website page that is mentioned in all Social Medias to attract people to it.

Now we are going to compare one of the social media that they use both of them, for that we are going to take twitter.

In twitter we said that both of them they like to attrack people people, Red Bull more with videos and Monster Energy more with photos. This as the results of each one in Twitter:

We can see that Red Bull has more account reached than Monster Energy.

Also impressions, Red Bull has 181,915 whereas Monster Energy has 131,749. Here what that means each column is who has those tweets appeare to people in their timeline whith the followers that put it under the columns. So is better to have a big number in the right part, so like this, if they like it and they do retweet, more people is going to see than if they do the left columns ones. But all of them are important.

Regarding the activity, Red Bull has much more activity than Monster Energy. Red Bull, in 21 minutes has more contributions (99) than Monster Energy (85) in 6 hours. Also, the retweets they have the same, but Red Bull in less time. And Monster Energy has more tweets, but in more time also.

Now we will compare also the Facebook page:

We can see that in Facebook Red Bull also has more impact than Monster Energy. Red Bull has around 45 million of follower in his facebook page, whereas Monster Energy has around 24 millions. As we can see in the photo that they has in the top side of their pages, we can see in both of the cases a car with the name of their brands in an extreme sport.

Also we can see that in the facebook profile of Red Bull we can see that appears videos and photos. However, In the Monster Energy profile there is photos and promotions instead of videos.

As a result, we can see that Red Bull has more impact in the society with his social media than Monster Energy. Maybe, Monster Energy can start with the YouTube channel uploading more videos instead so much photos, because as we can see in the case of the Red Bull, it has been a good result.

Assignment Nardone Giorgio

Tot. words : 1647


The Gucci brand was born in 1921, when Guccio Gucci founded in Florence a company specializing in leather products and a small luggage shop.

The goal of Gucci was to combine the refinement of the style inspired by English aristocracy to the mastery of Italian craftsmanship.

In the 50’s opened their first store in Milan and New York.

Subsequently they begin to expand in London, Palm Beach, Paris and Beverly Hills and from the 70 in the Far East with outlets in Tokyo and Hong Kong.

In 1981 he organized his first show and the following year became s.p.a

Gucci in the 2000s reached a worldwide success and is considered the most desired luxury brand in the world according to the research “Nielsen Global Luxury Brands” in 2008.

All this success is due to the great determination of the creative director, Frida Giannini. In 2002, pioneer among luxury brands, Gucci opened the first site of e-commerce that eight years after matters of 2’5 million unique visitors, is seen in 17 countries, in 8 languages, and has a section of e- commerce operates in 12 countries with an availability of approximately 2000 products.

The entry of Gucci in social media happened so pioneering. In 2010 for the launch of the fragrance Gucci Guilty was implemented a strategy of social media marketing in which you have created a strong integration between the different social channels.

The main channel of the campaign was YouTube, but on this occasion we have created a special channel Gucci Parfum. This channel was designed to provide a series of opportunities for interaction and social sharing through redirection and sharing button connected to the Facebook and Twitter account.

In three months, this campaign has made


– 400 subscriptions to the channel


Just as interactive, but also viral, was the campaign “Eye Want You”, through which users had the opportunity to share their status with Facebook friends via video messages. The feature that has made this viral application was that the 36 video messages made available were doubly customizable, according to sunglasses that you wear and decided according to the tone you want to give to the status (dreamy, sexy, dramatic, etc. )

To strengthen the engagement instead of the users of social media was instead the initiative “Gucci Connect event” launched at the catwalk men’s fall-winter.

Through this application, giving fans of the Facebook page of the brand are offered the opportunity to watch live streaming fashion shows of the fashion house.

As for retailing, has been very innovative the initiative at the pre-launch campaign of 2011. Through a “click to buy video”, for the first time you are offered the opportunity to buy even before the launch of the campaign buying clothes taken directly from the fashion show

In 2009, the brand has gained access to mobile marketing. The application allowed to access videos, fashion shows, news and events. By downloading the application it also had the opportunity to see and buy some products exclusively.

In less than a year this application had received more than 600,000 downloads.

In 2011, to mark the 90th anniversary of the brand has launched a new version of the application (Gucci Style by Gucci) creating a real Mobile magazine that allowed seamless integration with social networks thanks to the feed coming from your Facebook and Twitter brand.

In February 2011, Gucci has also made its entry into the “geosocial network” with the opening of a brand page on Foursquare. The aim of this initiative, said even the slogan “Discover the world of Gucci” is to raise awareness of the symbolic universe of the fashion house.

Also in 2011 the presence of Gucci on social networks has been expanded with the opening of a brand page on Tumblr.

To promote a global vision of its presence on social networks, in August 2011, Gucci has promoted “Social Sidekick”, a web tool created by Conde Nast. It is a social interactive tool that allows you to brand a real-time updates through the content from their social networks.

According to the findings of “L2 Think Tank” Gucci is in second place, after Burberry, the top 10 brands that stand out for the best use of web in general, and especially in the strategies of e-commerce, social media and mobile marketing.

Also in 2011 the presence of Gucci on social networks has been expanded with the opening of a brand page you Tumblr.

To promote a global vision of its presence on social networks, in August 2011, Gucci has promoted “Social Sidekick”, a web tool created by Conde Nast. It is a social interactive tool that allows you to brand a real-time updates through the content from their social networks.

According to the findings of “L2 Think Tank” Gucci is in second place, after Burberry, the top 10 brands that stand out for the best use of web in general, and especially in the strategies of e-commerce, social media and mobile marketing.


I choose this brand because is the most famous Italian’s luxury brand and it is well known all around the world due the capacity of its manager to adapt to the external environment, trying to solve customer problems but also creating new services to create and strengthen the relationship with customers



I choose to analyze Burberry because is the best competitor of Gucci.

The house takes its first steps in 1856 when Thomas Burberry opened his first shop in Basingstoke, in southern England. At just 21 years, the young tailor as the nobles of the region and in a few years the boutique expands becoming a convenience store.

In 1880 Thomas Burberry invented the “gabardine”, a revolutionary fabric as indestructible and waterproof.

From here begins the success.

In 1891 Burberry opened his first boutique in London and at beginning of the 21st century Burberry become a real institution.

The house was awarded the title of official supplier of the great polar expeditions and later the British Army during the First World War.

It is at this time that was born the trench, his most famous creation.

In 1926 Thomas Burberry dies leaving the boys to take charge of the family business. The heirs, unlike his father who was always trying to innovate, start to live on the income.

All this causes a crisis within the company, which, while continuing to sell and also enlarge its size, the group is bought by Great Universal Store (GUS), thus losing not only his family independence, but also its image as an innovator.

In the late 90 Burberry  is literally in crisis and to solve this problem GUS renews direction appointing Rose Mary Bravo chief executive. After that, everything changes and the bet is won: the turnover rises again.

Nevertheless GUS decided to withdraw from the capital, allowing Burberry can be traded. A person which marked completely the image of this company is the CEO Angela Ahrendts, which completely changes the vision and strategy of this brand. The Ahrendts marks the transition of Burberry in digital.


 “there are going to be seven billion smartphone in everybody’s hands in the next five years. Now everybody is a digital customer, so doing things digitally is no longer a niche”

Angela Ahrendts



The Ahrendts has indeed transformed the historic brand, which has always focused on its impeccable elegance in a real Digital Luxury Retailer.

From 2006 to 2014, the CEO has allowed a real Brand Reinvention, and this led her to become “the luxury brand more connected to the world”

Jessica Swinton, consultant Brand Union, identifies such as Burberry Acousting, Art of the Trench and Burberry Bespoke as initiatives that have created greater engagement and diffusive awareness.

Burberry Acousting: the acousting section of the website features bands and artists performing tracks acoustically wearing Burberry Items

Burberry Bespoke: allow visitors to customize and purchase their trench coat,

Obviously the criticisms are not lacking. Many wondered how the contents of Burberry Acoustiong could convert into sales. The answer he gave was that the CEO produce an emotional engagement could be a competitive advantage.

Burberry was also the first luxury home using Facebook. He did it in 2008 and OCCI his contact has more than 17 million followers.

Using the page to share products, campaigns, behind the scenes contents, company milestones. Facebook form a key part of their social activities, however they also have impressive visibility across Google+, Twitter, Tumblr, Pinterest, Instagram, YouTube.






























Gucci on YouTube                                                               Burberry on YouTube

Both brands use the YouTube channel to advertise their product through movies of fashion shows, video of behind the scenes. Obviously everyone does it in a way that most prefer, which they considers suited to their style.

Gucci in his videos always tries to surprise the consumer creating video almost unreal. This is because its strength is just what hit with shocking images and incredible scenes.

Instead Burberry, as its history teaches us, always points on traditionalism, on classic style of English aristocracy.

Looking these figures:

  • Gucci :      57573 subscribes


  • Burberry : 235453 subscribes



I can say that the strategy used by Burberry has the best results, however, we must also say that the entry of Burberry on YouTube occurred with 3 years earlier, this mainly due to the innovative ideas of e-business of CEO Ahrendts.


How to improve the online activity of Gucci?

A word of advice I could give to Gucci is to expand the e-commerce in other countries of the world especially considering that the site can be seen in 17 countries and e-commerce only 12.

Another might be to increase the range of products available on the site but also to focus on product customization. As we all know, rich people love to have unique pieces, pieces that can’t see anyone else wearing and for these things they would be willing to pay a higher price.




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