Social Media for Luxury Brands

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How luxury brands need to utilize social media in order to be contenders in today's changing marketplace.

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  • Social Media for Luxury Brands

    1. 1. SOCIAL MEDIA FOR LUXURY BRANDS By: Jonathan Flegg Photo: [Flickr] ElvertBarnes
    2. 2. Times have changed... Photo: [Flickr] Cuba Gallery
    3. 3. Photo: [Flickr] NS Newsflash From Newspapers
    4. 4. and magazines Photo: [Flickr] Rodrigo Galindez
    5. 5. to personal hand-held devicesPhoto: [Flickr] Sean MacEntee
    6. 6. Photo: [Flickr] babyben that are connected to the web
    7. 7. “The modernconsumer demandsmore from brands - especially luxury brands”-Abrams Research Photo: [Flickr] westphalen
    8. 8. Luxury brands that take advantage of these social outlets will have a large advantage moving forward. Photo: [Flickr] LHTP
    9. 9. Especially since “nearly 80% of consumers with an income of at least $240,000 have at least one social networking profile” -Abrams ResearchPhoto: [Flickr] StevenM_61
    10. 10. Therefore, Luxury Brands must INFLUENCE the conversation themselves. Photo: [Flickr] MadGrin
    11. 11. The web now allows for brands to create an onlineexperience that compliments and enhances even the highest end luxury businesses. -Abrams Research Photo: [Flickr] mothemagicdragon
    12. 12. Consumers hold luxury brands to a much higher standard online, just as in the real world. -Abrams Research Photo: [Flickr] SJColgan
    13. 13. Photo: [Flickr] Brandon Engel“Brands that leave up abandoned Facebook profiles lose credibility.” -Abrams Research
    14. 14. Ultimately, luxury brands mustconsistently ‘remain in character’ to succeed online and in social media. -Abrams Research Photo: [Flickr] wenzday01
    15. 15. Photo: [Flickr] kawwsu29Identify and Expand your Brand’s AUDIENCES.
    16. 16. “Despite the trend of brands impulsively joining the largest social media sites, the ‘one size fits all’ approach is not appropriate for luxury brands” -Abrams Research Photo: [Flickr] wesbs
    17. 17. Brands’ biggest mistake is using their social platforms as anothervenue for press releases,because consumers loseinterest in engaging with the brand. Photo: [Flickr] batatinha
    18. 18. The challenge for luxury brands is to create a digital and socialspace to promote the brand, while still maintaining its essence of exclusivity. Photo: [Flickr] Ian Muttoo
    19. 19. Targeting groups and and individuals with common intereststhrough forums and blogs allows brands to communicate with ‘niche communities’ -Abrams Research Photo: [Flickr] Danielle Hummel
    20. 20. Consumers will often choose products based on the identity that both the products, and themselves represent. Photo: [Flickr] Bad Chiang
    21. 21. Online, consumers’ do the same thing by publicly showing what brands they’re wearing, ‘liking’, and tweeting about. Image: [Flickr] @Doug88888
    22. 22. Photo: [Flickr] scovophoto Brands can harness consumers’ support by creating interactive platforms that integrate the consumers experiences into the brand identity. -Abrams Research
    23. 23. FANS want to socialize with brands much like they do with their own friends. Photo: [Flickr] dirac3000
    24. 24. Luxury brands need to deliver content that provides a deeper experience of the brand. Photo: [Flickr] sam saturday !
    25. 25. The KEY for a successful luxury marketer is to build a social identity.Photo: [Flickr] nuttynat84
    26. 26. Luxury Brands NEED to manage customer relations
    27. 27. “As image is such acrucial component of a luxury brand, the outcomes of social media can be a blessing or a curse.” This became evident when social media made Rebecca Black famous over night. However, was this a blessing or curse? -Abrams Research Photo: [Flickr] alizazaveri
    28. 28. One possible approach to using social media as a tool tocreate social identity is getting the business’ top executive involved Photo: [Flickr]markkow
    29. 29. By MAINTAINING an ACTIVE social media presence, brands can respond quickly to consumers and situations. -Abrams Research Photo: [Flickr] alexandrehuang
    30. 30. “According to the latest L2 Digital IQ Index, luxury brands that improved their online experience grew their traffic by 52 percent while brands that ignored their web properties saw growth of only 8 percent.” -Abrams ResearchPhoto: [Flickr]Prise de Lu  Ludivine Courcelle
    31. 31. In order to succeed online, luxury brands have to embed their brands essence into the web. Photo: [Flickr] The Ticket Collector
    32. 32. Photo: [Flickr] Miha Ella Luxury brands who embrace this online social media world, will definitely come out on top.

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