Information Technology Reference
In-Depth Information
Figure 5.9
The online social media present an opportunity for brands like
Louis Vuitton and Ermenegildo Zegna, which are active in environmental causes,
sustainable practices and the fight against counterfeiting, to communicate their
initiatives while educating the public and enhancing social consciousness on
these issues
public. Brands like Burberry, Dior and Gucci, which are active in the combat
against counterfeiting, could also use the social web as a platform for educat-
ing the public on the dangers of this trade and its adverse effects on the wider
society. Educating the social community is also as important as informing
the bloggers and moderators of social websites for a stronger joint message.
Instead of reproducing advert videos and slogans on YouTube, why not cre-
ate a thematic high-impact video with a strong message on an issue such as
counterfeiting or fair trade? Or even broadcast this message in the “Luxury
Leaders” section of The Luxury Channel's website?
The social web is also an effective means of tracking consumer percep-
tions of luxury brands and their mind-set evolution. Monitoring conversations
and exchanges among people on the social web, as well as generating dis-
cussions on subjects that form key customer concerns and general thoughts
about key issues of the luxury business such as the future of luxury and the
meaning of luxury, could also be rewarding to brands.
In addition, communicating on the social web can be through viral mar-
keting or word-of-mouse. Viral word-of-mouse is the key to spreading brand
awareness but since this has no control by the brand, the brands have to
address the “spreaders” through clear and appealing messages. Viral mar-
keting, above all else, should be content-based and not based only on the
transfer of images, flash animations and videos. The recipient should be able
to go further by a click or a link. Viral marketing doesn't have to reach mil-
lions of people for it to be effective as long as it reaches the right people who
will likely take the action desired by the brand, that is become customers
