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

1. SOCIAL MEDIA FOR LUXURY BRANDS
By: Jonathan Flegg Photo: [Flickr] ElvertBarnes

2. Times have changed...
Photo: [Flickr] Cuba Gallery

3. Photo: [Flickr] NS Newsflash
From Newspapers

4. and magazines
Photo: [Flickr] Rodrigo Galindez

5. to personal hand-held devices
Photo: [Flickr] Sean MacEntee

6. Photo: [Flickr] babyben
that are connected to the web

7. “The modern
consumer demands
more from brands -
especially luxury
brands”-Abrams Research
Photo: [Flickr] westphalen

8. Luxury brands that take advantage of these social outlets
will have a large advantage moving forward.
Photo: [Flickr] LHTP

9. Especially since “nearly 80% of consumers with an income of at
least $240,000 have at least one social networking profile”
-Abrams Research
Photo: [Flickr] StevenM_61

10. Therefore, Luxury Brands must INFLUENCE the
conversation themselves.
Photo: [Flickr] MadGrin

11. The web now allows for brands to create an online
experience that compliments and enhances even the highest
end luxury businesses. -Abrams Research
Photo: [Flickr] mothemagicdragon

12. Consumers hold luxury brands to a much higher standard
online, just as in the real world.
-Abrams Research
Photo: [Flickr] SJColgan

13. Photo: [Flickr] Brandon Engel
“Brands that leave up abandoned Facebook profiles
lose credibility.”
-Abrams Research

14. Ultimately, luxury brands must
consistently ‘remain in character’
to succeed online and in social
media.
-Abrams Research
Photo: [Flickr] wenzday01

15. Photo: [Flickr] kawwsu29
Identify and Expand your Brand’s AUDIENCES.

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. Brands’ biggest mistake
is using their social
platforms as another
venue for press releases,
because consumers lose
interest in engaging with
the brand. Photo: [Flickr] batatinha

18. The challenge for luxury brands is to create a digital and social
space to promote the brand, while still maintaining its essence
of exclusivity.
Photo: [Flickr] Ian Muttoo

19. Targeting groups and and individuals with common interests
through forums and blogs allows brands to communicate with
‘niche communities’
-Abrams Research
Photo: [Flickr] Danielle Hummel

20. Consumers will often choose
products based on the
identity that both the
products, and themselves
represent.
Photo: [Flickr] Bad Chiang

21. Online, consumers’ do the same thing by publicly showing what
brands they’re wearing, ‘liking’, and tweeting about.
Image: [Flickr] @Doug88888

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. FANS want to socialize with brands much like they do with
their own friends.
Photo: [Flickr] dirac3000

24. Luxury brands need to deliver content that provides a
deeper experience of the brand.
Photo: [Flickr] sam saturday !

25. The KEY for a successful luxury marketer is to build a social
identity.
Photo: [Flickr] nuttynat84

26. Luxury Brands NEED to manage customer relations

27. “As image is such a
crucial 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. One possible approach to using social media as a tool to
create social identity is getting the business’ top executive
involved
Photo: [Flickr]markkow

29. By MAINTAINING an ACTIVE social media
presence, brands can respond quickly to
consumers and situations.
-Abrams Research
Photo: [Flickr] alexandrehuang

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 Research
Photo: [Flickr]Prise de Lu  Ludivine Courcelle

31. In order to succeed online, luxury brands have to embed their
brands essence into the web.
Photo: [Flickr] The Ticket Collector

32. Photo: [Flickr] Miha Ella
Luxury brands who embrace this online social media world, will
definitely come out on top.