Customers are talking about a variety of topics online – which means they’re definitely discussing your products and services. Ensure your luxury brand is involved in these conversations by creating a social listening strategy, and engaging in a transparent and casual fashion. If customers have questions, you’ve got answers – and there’s no better place to interact than on the social web.

1. Luxury Brands
Regardless of whether you’re interacting with a luxury brand
in person or via their online social profile, you expect a
quality experience. People under 35 are becoming the fastest
growing market for full-price luxury items, eager to spend
their money on larger purchases that define who they are as
people, and that truly embody their personality.
Creating a larger online presence for your to give fans an insider view of the fashion house,
organization demonstrates the strength and including live video streams of runway shows, and
longevity of your brand, and can also open up sneak peeks of products before they’ve officially
new avenues of relationship building, enhancing been launched. Their continuous innovations have
customer loyalty. You wouldn’t make half an effort allowed Burberry to achieve concrete results that
on a floor display or advertising campaign, so try to have greatly impacted their bottom line.
nurture your social profiles with the same care.
Extend Your Company’s
Drive Sales Physical Presence
While the social web is an exceptional location for A strong online presence should be an extension
creating connections with your consumers, it’s of your physical presence, representing the same
also another means to drive more revenue for your quality products and services your consumers
business. A common question surrounding any have come to expect from your prestigious brand.
social strategy is: ‘how can I turn this conversation Tiffany and Co. aimed to solidify their expert status
into a real instance of ROI?’ Sharing creative in celebrating life’s most important moments.
content that fosters strong online relationships can Recognizing that their clientele was becoming
transform into increased return on investment. Just increasingly involved in the mobile marketplace,
ask Burberry – they credit a 21% profit increase they introduced their Engagement Ring Finder
largely to their efforts to enhance their digital mobile app.
marketing presence.
Diamonds are a girl’s best friend, and when it
Burberry has long been considered an innovator comes to choosing a ring for a special occasion,
in the social space. They excel at reaching out to a little blue box from Tiffany and Co. is usually
their online fan base, and are routinely celebrated top of mind. Ring shopping starts before the
for their ability to share engaging, relevant customer has ever stepped foot inside the store,
content. Boasting over a million followers on their so Tiffany’s Engagement Ring Finder app is perfect
corporate Twitter account, and 12 million ‘likes’ for users to search for the perfect ring, seek
on their Facebook page, Burberry is successfully expert consultation, and covertly find ring sizes if
connecting with their consumers across the social they were buying for someone else. It also allows
web. Burberry’s success stems from their ability you to share your favorite pieces with friends and
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2. LUXURY BRANDS
family – or maybe even drop some hints to that Provide Exceptional Customer Service
special someone. All of these features help ensure
Tiffany and Co. customers not only have the most Customers are talking about a variety of topics
pleasant experience choosing a ring, but also lead online - which means they’re definitely discussing
customers into their nearest Tiffany’s location to your products and services. Ensure your luxury
make a purchase that will be loved for a lifetime. brand is involved in these conversations by
creating a social listening strategy, and engaging
in a transparent and casual fashion. If customers
Engage with Consumers have questions, you’ve got answers - and there’s
no better place to interact than on the social
With so many products to spend their money on, web. The Four Seasons hotel chain values online
customers are looking for businesses that care customer interaction. Routinely listening for social
about them personally – their needs, wants and conversations, they form relationships online with
interests. That’s why it’s important to appreciate and those staying at their hotels. All hotel branches are
validate those who are loyal to your brand. Inviting represented online, and staff constantly monitors
customer’s input on the design and implementation for people looking for help with reservations, or tips
process of any product is a great way to share new and must-see sights in the cities they’re visiting.
ideas, but to also foster strong connections between By sharing insight into the best things to see and
your brand and its supporters. do in that area, the Four Seasons is creating loyal
customers, eager to share their positive encounters
The team at Oscar de la Renta understands the and become repeat visitors to their hotel.
benefits of both crowdsourcing and engaging
with their clientele on the social channels they
frequent most. Seeking inspiration for his latest
Resort collection, Oscar de la Renta invited his
fans to submit photos of what they’re inspired by:
patterns, photography, magazine covers, nature, and
everything else. These images were displayed both
online and in the Oscar de la Renta offices, providing
on-the-go inspiration for the designer and his staff.
This cost effective marketing tactic involved fans
in the design process of one of their favorite luxury
brands, which cemented the relationship the
designer has with his clientele.
Ready to learn how social media monitoring and engagement can
impact your bottom line?
Contact us today to learn more about getting started with Salesforce Radian6, visit our website at
www.radian6.com, or contact our sales team via email sales@radian6.com or telephone 1 888 672 3426.
Copyright ©2012 Radian6