Surf Brands: Social Media & Online Strategy

SURF BRANDS: SOCIAL MEDIA & ONLINE STRATEGY Bilbao, Spain, Europe, October 7th, 2013 By Félix Zulaica

Otra Dimensión, Agencia de MarkeGng online -‐Bilbao

Index 1.  Summary 2.  Methodology 3.  Social Media summary table 4.  Brands (web & social media) •  Billabong •  Hurley •  Oakley •  Pukas •  Quiksilver •  Rip Curl •  Roxy •  Volcom

Otra Dimensión, Agencia de MarkeGng online -‐ Bilbao

5.  Social Media comparison •  Facebook •  TwiXer •  Photos: Instagram & Pinterest •  Video: YouTube & Vimeo

6.  Web visits 7.  AdverGsing 8.  Contact 9.  Links

1.-‐ Executive summary (to remember) •  Different web architectures: Some surf brands have a unique global web (Hurley), while others (Volcom, Billabong y Rip Curl) have specific webs for Europe. Other brands have a different web for every country (Quiksilver, Roxy & Oakley). Pukas web is global, in Spanish and English.

•  Oakley, Billabong, Roxy & Quiksilver are actually focused on online sales through their own online shops. Volcom, Rip Curl & Hurley divert their visitors to mulGbrand online shops, where visitors may buy compeGtor’s products. Pukas is not pushing hard online sales.

•  If you look for surf products at google.es (e.g. Surf bikinis, neoprenos surf, …) Roxy, Pukas, Body Glove, Quiksilver & Oakley appear in the first posiGons, while Rip Curl, Billabong, Volcom & Hurley don’t appear at all in first pages.

•  Online adverGsing (Adwords) is used, seasonaly, in France and Spain by Quiksilver, Roxy, Oakley and, somewhat less, by Billabong. Other brands don’t adverGse online. However other online retailers profit the search: Gendasurfonline.com, blue-‐tomato.com, surfsGtch.com and decathlon.

•  Facebook is the reference for social network for surf brands within the range 2-‐3 million fans per brand (global or US pages). European segmented pages don’t reach 400.000 fans. Vans is supported by 12 millions Facebook fans.

•  In TwiXer Oakley (global) is the leader with 200.000 followers. In Europe Quiksilver is followed by slightly more than 20.000 and Oakley doesn’t reach that figure.

•  Instagram is leadered by Australians Quiksilver, Roxy & Billabong (between 200.000 & 350.000 followers). Quiksilver has 3 million Pinterest followers, being almost the only brand with Pinterest presence, a mainly used by women (+80%) social network.


2.-‐ Methodology (I) •  This report is based on the 6 surf brands sponsoring the 10 main surf contest in the world, World Championship Tour WCT 2013 . We have included a European brand , Pukas, and Roxy, the Quiksilver’s girls brand also.

•  We are focusing on the original markets of these brands: Australia & USA and, specially in European markets: France & Spain.

•  Web architectures and brand strategies are so diverse that we have tried to raGonalise and standardise data & conclusions.

•  Billabong & Quiksilver sponsor, each one, 3 of 10 contest. Other brands sponsor just one event (except Pukas). Roxy sponsors only girls’ contests.

•  Events are organized in main markets (California, Hawai, Australia (2), France & Brazil) and in exoGc surf desGnaGons (TahiI, Fiji, Indonesia & Portugal)

•  The report was carried out with data available in September 2013. Visits were calculated with data from semrush.com.

•  PosiGoning analysis is basic: we searched in google.es and google.fr what a potenGal customer would search, the brands’ generic products: T-‐shirts, hoods, pants, boardshorts, wetsuits, (in Spanish camisetas, bikinis, sudaderas, neoprenos, bañadores or in French in the case), including +surf …

•  Fans & followers figures were consolidated in the brands secGon (e.g. Billabong has 3 twiXer accounts: general, women & Europe). In Social Media pages figures weren’t consolidated.


2.-‐ Methodology (II) •  6 surf brands sponsor 10 WCT contests with the best surfers riding the best waves. WCT is managed by the ASP AssociaGon of Surfing Professionals. WCT 2013


3.-‐ Social Media summary table Otra Dimensión, Agencia de MarkeGng online -‐ Bilbao

•  In different Social Media* every brand follows different strategies from a unique web scheme to men-‐girls differenGaGon and/or specific for Europe. (* Social Media, including blogs)

4.-‐ Brands A.  Billabong B.  Hurley C.  Oakley D.  Pukas E.  Quksilver F.  Rip Curl G.  Roxy H.  Volcom

We display the info in two pages per brand. The first one deals with web architecture, web approach, sales online, SEO and adwords adverGsing usage. The second page focuses on social networks brand presence


4.-‐ Brands: Billabong (I) •  Web architecture: Regions and/or countries. Men/women. Europe is a unique web.

•  Approach: Products & social networks. Generalist, widely targeted.

•  Online sales: products can be easily added to the cart. IntuiGve web browsing. “Free shipping!” (+25€). In Shop you can choose the language: EN/DE/FR/ES/IT.

•  PosiIoning: Searching at google.es productos + surf, Billabong doesn’t appear. At google.fr, shily.

•  SEM (adwords): online adverGsing drives, every month, some 1.300 visitors to each web in France and Spain.


4.-‐ Brands: Billabong (II) •  Facebook, of course! It is Billabong’s most acGve social network, with higher amount of fans, in Europe as well. •  Specific pages segmented for men, women and Europe. •  Curiosly in Instagram there are 20% more women followers than men.


4.-‐ Brands: Hurley (I) •  Web architecture: Shop, Mens & Womens lead to online shop hXps://shop.hurley.com/, and there to the region, Europe in our case.

•  Approach: focused on product & social networks, art oriented and drinking water (& humankind access to it) concerned (H2O).

•  Online sales: SelecGng products, the buy online buXon gives you 3 online dealers opGons (iboardshorts.com, Planet-‐Sports & Hardcloud). These are mulGbrand dealers with the risk to lose the sale in favor of other brand.

•  PosiIoning: Searching products + surf Hurley doesn’t appear in the results of Google France & Spain.

•  SEM (adwords): No adwords acIvity. Traffic looking for Hurley products can divert, via Adwords, to surfsGtch.com, zalando.es & privalia.com


4.-‐ Brands: Hurley (II) •  Hurley’s got almost 3million fans in a unique global FB page. •  No relevant girls social network found, just instagram and twiXer but shyly. •  No segmented pages for Europe.


4.-‐ Brands: Oakley (I) •  Web architecture: : easy, simple by countries. What else?

•  Approach: it’s the most “tradiGonal” and focused on product and innovaIon brand. It makes sense, it’s a cross-‐sports brand .

•  Online sales: products lead you to “buy online”. “Free shipping”. No fricGon with retailers publishing official final price (extra margin covers the shipping).

•  PosiIoning: Searching “gafas de sol deportes” Oakley is 3rd. In France the same 3rd posiGon.

•  SEM (adwords): consistent adwords presence.


4.-‐ Brands: Oakley (II) •  As usual, Facebook is the leader network in number of fans. Its main page appears in English (it’s a FB “place”, weird!) with 2 million fans, Brazil 900.000 fans & Europe 373.040. •  There is a FB “Oakley Military”community. •  InteresGng figures in TwiWer & Instagram.


4.-‐ Brands: Pukas (I) • Web architecture: : very clean, in Spanish and English. •  Approach: to their products/services: survoards, clothing and surf schools. Vintage online brochure to highlight. •  Online sales: very shy, with 70 products, it seems they don’t want to hurt retailers. A brochure with products to add directly to the cart would increase sales . •  PosiIoning: well posiGoned for few products. Surf bikinis in Spain, France & Brasil are really well posiGoned. •  SEM (adwords): no adwords presence at all.


4.-‐ Brands: Pukas (II) •  Just 3 social networks: FB, Instagram y Vimeo. Not easy to find the links, down-‐under and in B&W. •  Quality video (Vimeo) and fashion Instagram. •  3 different Facebook places for Pukas Surf Eskolas at DonosG & Zarautz & Pukas stores (9.500 fans consolidated) y Pukas Surf Eskola Barcelona with 3.200 fans). It looks like a big effort is thrown away in several points instead of having a unique strong page.


4.-‐ Brands: Quiksilver (I) •  Web architecture: : segmented by regions, and then by countries (close to customers). The web is fully focused on sales online.

•  Approach: to their products and to sell … just now!

•  Online sales: very agressive. “Free shipping”.

•  PosiIoning: 3 out of 4 visitors search incorrectly for Quicksilver (Quiksilver doesn’t use the C) at Google. Searching products + surf appears always at the top of the first page.

•  SEM (adwords): 2.000 visits/month in Spain & almost 6.000 in France from adwords adverGsing. Around 10% of web organic visits.


4.-‐ Brands: Quiksilver (II) •  Gentle presence of Social Media links at the boXom of the page in an “invisible grey” colour.

•  Almost 3 million fans in a unique global Facebook page.

•  To highlight Pinterest, a female network, with more than 3 million followers.

•  Kelly Slater sponsorship is very well returned in photos & videos.


4.-‐ Brands: Rip Curl (I) • Web architecture: : by regions. Europe is a unique region. •  Approach: to their products. •  Online sales: not well focused. Products have a “buy online” buXon redirecGng to mulIbrand online shops where visitors can buy other brands. (Just 6 countries FR, UK, DE, SU, AU y SK). •  PosiIoning: Lacking T-‐shirts, bikinis & wetsuits (camisetas, bikinis, neoprenos surf) in google.es. •  SEM (adwords): 2.000 visits in Spain & almost 4.000 in France due to Google adverGsing, 20% & 10% related to Google organic visits.


4.-‐ Brands: Rip Curl (II) •  Shy social networks presence, even in frequence. •  +1.000 videos in YouTube and more than 50.000 subscribers.


4.-‐ Brands: Roxy (I) • Web architecture: : segmented by regions and then by countries. The web is fully focused on selling online. •  Approach: to their products and sell them!. •  Online sales: agressive. “Free shipping. Valid for any product”. •  PosiIoning: Excellent for camisetas, bikinis, neoprenos surf girls/women. •  SEM (adwords): 2.000 visits in Spain & almost 4.000 in France due to adwords online adverGsing, 20% & 10% related to organic Google visits.


4.-‐ Marcas: Roxy (II) •  Social network links have a “gentle” presence in an “invisible grey” colour. •  To highlight Facebook & Instagram, a very “visual” network, with almost 360.000 followers. •  Pinterest, a very feminine network, isn’t exploited at all.


4.-‐ Marcas: Volcom(I) • Web architecture: by regions. Europe is a unique region, only in English. •  Approach: “Youth against establishment”. “Tough” web , difficult to find secGons. •  Online sales: not very clever. It adresses visitors to mulIbrand online shops by countries, where vistors may buy other brands. •  PosiIoning: Lacking camisetas, bikinis, neoprenos surf in google.es. •  SEM (adwords): 2.000 visits in Spain and almost 4.000 in France due to adwords ads: 20% & 10% related to Google organic searches.


4.-‐ Marcas: Volcom (II) •  Almost 3 million Facebook fans, + 170.000 in Europe. •  YouTube with 1.000 videos uploaded and 67.000 subscribers.


5.-‐ Social Media comparison •  Visual summary


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5.-‐ Social Media comparison

•  In the following slides we will introduce the leaders in each social network, their followers figures and publishing acGvity. • We will start with generalist networks: Facebook & TwiWer. •  Photos: Instagram & Pinterest •  Videos: Youtube & Vimeo


5.-‐ Facebook • Not included in the report, VANS is leader in FB with almost 12 million fans. Vans itself has more fans than the first four following brands. •  Facebook, a generalist network, fits very well with surf brands, generalist as well. •  European segmented pages don’t reach 500.000 fans.


5.-‐ Twitter •  Oakley, a brand with products for different sports (including cycling), is the twiXer leader with 200.000 followers. Oakley & Quiksilver are the leaders in Europe with around 20.000 followers. •  Quiksilver & Rip Curl have segmented by market and dilute their impact, but are closer to followers. •  Oakley, Hurley & Roxy are the brand leaders posGng tweets, with figures over 6.000.


5.-‐ Photos (I) Instagram y Pinterest •  If we put aside Flickr, we can find two photo oriented networks: Instagram & Pinterest. •  Brands are mainly invesGng in Instagram, except for Quiksilver with more than 3MM followers in Pinterest, a very feminine network (+80% are women). • We find it strange that Roxy is not having more presence in Pinterest.


5.-‐ Photos (II) Instagram & Pinterest •  Photos related networks are very useful for brands in extremely visual sports. •  Quiksilver use of Kelly Slater image is great!


5.-‐ Video (I) YouTube & Vimeo •  YouTube is the second social media in the world (ayer Facebook) with more than 900.000 registered users. Vimeo is more exclusive, with high quality videos. •  Brands know where the volume is and their bet is for YouTube. Brands in Vimeo, except for Pukas, have channels in Youtube also. •  Volcom is the leader in number of videos uploaded.


5.-‐ Video (II) YouTube & Vimeo •  Video is the best way to communicate the essence of sports like surf, skate, ski, etc. •  Subscribers figures aren’t very high in general, but some videos have been viewed more than 800.000 Gmes, for instance de Kelly Slater x11.


6.-‐ Web’s visits •  In the French market Quiksilver, Roxy & Oakley are the most visited* brands via Google. •  In Spain Oakley & Quiksilver are the leaders. • Pukas is close to Rip Curl and well above Hurley & Volcom. Surprisingly the bikinis surf search places Pukas in the first places in Spain, France & Brazil.


* The figures are not real figures but semrush.com esGmates based in the 20 first search results in every web. This is the best info available, very useful to compare among brands.

7.-‐ Advertising •  Brands have 2 opGons to appear in customer searches: •  Adwords (paid adverGsing) •  Search Engine OpGmisaGon (SEO)


AdverGsing

SEO

Search

AdverGsing

7.-‐ Advertising •  66% of these 5 markets online adverGsingtakes place in the US

•  Oakley is the brand with more presence, 52%, sthe econd player is Quiksilver Group (Roxy 16% & Quiksilver 18%).

•  In Europe the picture is similar, including Billabong.

•  Volcom & Hurley only invest in adwords in the US market..


AdverGsing

8.-‐ Contact

•  +34 944 00 88 88 •  +34 671 053 446 •  [email protected] •  @otradimensionSM •  www.otradimension.es •  Apartado 333, 48080, Bilbao, •  Basque Country, Spain, Europe


9.-‐ Links (I) • Brand’s webs links


Brand Web

Billabong Men hXp://www.billabong.com/ Women

Hurley Men hXp://www.hurley.com/ Womens

Oakley US hXp://www.oakley.com/ Europe

Pukas hXp://pukassurf.com/es/

Quiksilver hXp://www.quiksilver.es/#?intcmp=qs_us_redirecGon:qs_eu

Rip Curl EU hXp://www.ripcurl.eu/ US hXp://shop.ripcurl.com/us/shop/ AU hXp://www.ripcurl.com.au/shop/

Roxy Women hXp://www.roxy.com/

Volcom EU hXp://www.volcom.com/ US hXp://www.volcom.com/index.asp?new=1 AU hXp://www.volcom.com.au/

9.-‐ Links (II) • Facebook & TwiXer brand’s pages links


Brand Facebook TwiXer

Billabong hXps://www.facebook.com/Billabong hXps://twiXer.com/billabong1973 hXps://www.facebook.com/BillabongWomens hXps://twiXer.com/billabongwomens

Hurley hXps://www.facebook.com/Hurley hXps://twiXer.com/hurley hXps://twiXer.com/hurley_girls

Oakley hXps://www.facebook.com/Oakley?fref=ts hXps://twiXer.com/oakley hXps://www.facebook.com/oakleyeurope?fref=ts hXps://twiXer.com/OakleyEurope

Pukas hXps://www.facebook.com/pukassurf

Quiksilver hXps://www.facebook.com/quiksilver hXps://twiXer.com/quiksilverevent

hXps://twiXer.com/QuiksilverUSA hXps://twiXer.com/QuiksilverAUS

Rip Curl hXps://www.facebook.com/ripcurl

hXps://twiXer.com/ripcurl_usa hXps://twiXer.com/ripcurl

Roxy hXps://www.facebook.com/roxy hXps://twiXer.com/roxy

Volcom hXps://www.facebook.com/VolcomEurope hXps://twiXer.com/Volcom hXps://www.facebook.com/Volcom hXps://www.facebook.com/youthagainstestablishment

Vans Europe hXps://www.facebook.com/VansEurope

9.-‐ Links (III) •  Instagram & Pinterest brand’s pages links


Brand Instagram Pinterest

Billabong hXp://instagram.com/billabong hXp://instagram.com/billabongwomens

Hurley hXp://instagram.com/hurley hXp://pinterest.com/hurleyclothing/ hXp://instagram.com/hurley_girls

Oakley hXp://instagram.com/oakley

Pukas hXp://instagram.com/pukassurf

Quiksilver hXp://instagram.com/quiksilver hXp://pinterest.com/quiksilver/

Rip Curl hXp://instagram.com/ripcurl_europe

hXp://instagram.com/ripcurl_aus

Roxy hXp://instagram.com/roxy hXp://pinterest.com/roxy/

Volcom hXp://instagram.com/volcom hXp://pinterest.com/volcomeurope/

hXp://pinterest.com/volcom/

9.-‐ Links (IV) • YouTube & Vimeo brand’s channels links


Brand You Tube Vimeo

Billabong hXp://www.youtube.com/user/billabong/featured hXps://vimeo.com/billabong hXp://www.youtube.com/user/billabongtv?feature=watch hXps://vimeo.com/billabongwomens

Hurley hXp://www.youtube.com/hurley

Oakley hXp://www.youtube.com/user/oakley

Pukas hXp://vimeo.com/pukassurf

Quiksilver hXp://www.youtube.com/quiksilver

Rip Curl hXp://www.youtube.com/ripcurl

Roxy hXp://www.youtube.com/roxy

Volcom hXp://www.youtube.com/Volcom hXps://vimeo.com/volcom

THANKS! More info +34 944 00 88 88


Surf Brands: Social Media & Online Strategy

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