Information Technology Reference
In-Depth Information
2. Luxury brands should identify blogs and social media platforms that have
the right demographics of a brand's consumer segments(s). Not all social
networks are relevant for luxury.
3. Luxury brands should observe blogs through both the postings and the
comments of the readers and the responses to these comments by other
readers. This will help to understand how consumers perceive the brand's
products and services. It will also be useful in product development, brand
strategy and communications approaches both online and offline.
4. Luxury brands should understand what specific aspects of the brand's
entire offerings are suitable for each type of blog or social web platform
and how to communicate these through the blog whether by advertising,
special events, exclusive previews or other initiatives.
5. Luxury brands should incentivize employees to monitor and participate in
blogs as brand ambassadors. Every luxury brand should have at least one
dedicated human blog monitor - and the right software or application - who
permanently navigates the blogosphere to get the scoop on what is being
said about the brand, its competitors and its products or service categories.
This employee should also step in and speak up for the brand, particularly
in cases where untrue or distorted information is being spread about a
brand (and this is frequent). This will influence other blog users to give
honest and knowledgeable information and opinions about brands while
enhancing their respect for those brands. The brand monitors should, of
course, be honest and transparent about their status with the luxury com-
panies and participate in the blogs as individuals (with a name and a
face) rather than as corporations. In addition, there are existing softwares
and applications that track blog features and conversations about luxury
brands by the second. The brands ought to use this to converge and assess
the status of their brands in the blogosphere.
6. Luxury brands should advertise on pre-selected blogs. The blogs don't
necessarily have to be the most popular in the field but the most relevant
in terms of the brand's identity, product portfolio and client base. Also
the appropriate products should be advertised in the suitable blogs as
each blog type has its core strengths. A brand may be better off placing
product ads on product blogs and luggage ads on lifestyle blogs or hotel
blogs. The trap of being stuck with pre-selected blogs should however
be avoided at all costs. As you are well aware, a new blog shows up in
the cyberspace every minute so being stuck with already tried and tested
blogs is like using the dial-up telephone boxes today just because they are
able to make and receive calls.
7. Luxury brands should generate an online buzz through word-of-mouth and
word-of-mouse. The good old verbal information style is still applicable
and efficient in today's luxury scene and is complemented and reinforced
by viral marketing. This may be done by giving privileged information to
bloggers that the public would normally not have access to. It could also
