Information Technology Reference
In-Depth Information
Luxury brands may also use social networks to provide a means for peo-
ple to participate in the creative life of the brand. This could be through crea-
tive competitions or co-creation initiatives in controlled environments that do
not sacrifice the brand's exclusivity. This doesn't mean that the public should
be invited to design the brand's products or that the co-creation exercises
should be on a recurring basis but has to be carefully managed to endear cli-
ents to the brand. This will also make clients feel recognized and respected
and the news will spread, attracting more clients.
It is clear that the wealthy have moved beyond gulping down informa-
tion from luxury brands but are instead seeking to be engaged by the brands
online. Their expectation of engagement is not only connected with marketing
and communications but also with online shopping. This is because they have
been experiencing 360º web interactivity from websites like MyWardrobe.
com where they can browse products, watch the videos of the collections,
blog about them and exchange opinions before selecting and purchasing - all
from the same website. These collective experiences that foster community
are easily transferred by the clients to what they expect from luxury brands.
Investing in the social web costs only a fraction of what several luxury
brands spend on offline marketing initiatives that sometimes yield little
and unmeasurable results. The key for luxury brands on the social web is
to influence rather than control; inform instead of manipulate; find instead
of recruit; observe instead of post; and watch instead of ignore. In addition,
luxury brands should also learn, research, apply, optimize and see the bigger
picture of the opportunities of social networks before jumping on the band-
wagon just because competitors are doing so.
e-communities
These are essentially several forms of user-to-user communities that serve
similar purposes as blogs and social networks but appear in different for-
mats online. They range from discussion forums and platforms, e-zines with
interactive features, reputation aggregators, chat rooms, product networks to
fan websites. These e-communities are able to draw people together either
through the content of the websites or through the central area of interest of
the communities. Like blogs and social networks, their roles include influenc-
ing consumer perceptions, raising consciousness about a core issue and gen-
erally shaping the evolution of consumer mind-sets and the society in general.
e-communities comprise discussion forums similar to those found within
several user-group websites and websites that serve as meeting points for
people with the purpose of exchanging viewpoints on issues of interest and
concern. It often means that the people “virtually” know each other, or at
least can recognize other members of the community from their participation
in the discussion within the communities.
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