Luxury and Social Media - Page 2
I may be young compared to my industry counterparts, but having spent time at a boutique jewelry PR/marketing agency in Manhattan back in 2008, I realized that people want what they cannot easily attain.
The luxury industry and the brands that exist in this space are viewed as the epitome of the unattainable. From the back-story of how pieces came to existence to the rare qualities that justified its high price points, luxury pieces were sought-after by consumers and editors (for their stories), alike. It’s that unattainable trait that has people in its thrall.
Now enter social media. It’s the party monster that loves everyone and wants to talk to all guests. Luxury is the antithesis of social media. You would think the two shall never meet but in fact, some luxury brands have done a good job at harnessing social's power.
“What is this Twitter?”, “Let’s promote our new sale on a blog but don’t call it a sale”, and “Can we YouTube our collection” were common questions and statements I always heard during my tenure at that boutique agency. Even when social media was meant to serve as the gateway to break down barriers, those brands still wanted everything perfect as if readers were viewing a marketing brochure. Sure, your brand will look fantastic on these social channels but you lose engagement. Even luxe brands to this day continue that thinking of treating social media like every other marketing platform, and I disagree with that thinking. Consumers want that insider access that make them feel part of the brand's "life" and events.
One of my former clients, Perrelet Luxury Watches, actually “got it.” The managing director understood that in order to really capitalize on social media’s potential, he had to let some of the luxury marketing jargon go and embrace consumers. It worked. In the first few weeks, bloggers were talking about how Perrelet changed the luxury watch market by actually talking to consumers. I had to vet tons of Twitter and blogroll requests. Some of the social media activity even opened a door for the managing director to have a meeting with a top tier retailer.
Now what’s my point exactly? I’ve been reading about how the luxury industry is slow to embrace social media and brands have declined social media engagement due to the lack of knowledge. In fact, Forbes.com wrote, “The survey also found that while community growth is up, engagement across these high-end brands’ social media communities has declined. The average interaction rate or the percentage of the community liking or commenting on brand posts has dropped an eye-popping 50% year-over-year.”Continued on the next page