Comments on: Tweet Cloud for Luxury Brands – Using Twitter for Exposure http://www.twitip.com/tweet-cloud-for-luxury-brands-using-twitter-for-exposure/ Twitter Tips in 140 Characters or More Sat, 03 Sep 2011 14:03:00 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Ferragamo http://www.twitip.com/tweet-cloud-for-luxury-brands-using-twitter-for-exposure/#comment-45713 Ferragamo Thu, 30 Jul 2009 22:06:03 +0000 http://www.twitip.com/?p=2203#comment-45713 I see many tweets are redistributed or 'retweeted' but so many of them are by people who are selling 'get rich quick' schemes - like 'work from home millionaires,' 'get rich quick with the trump network' etc. I checked out 4 people who retweeted this blog and they were all selling these types of schemes. How does that convey our luxury brand to our audience? We do not want to be associated with thesa types of people. How do agencies frontlining our brands on the twitter ensure that our word is spread by the right people. Twitter = Scattergun Luxury = Marksman Nobody search for luxury french shoes using twitter. Those who write on designer shoes are talking direct to the designers. Only the designer copycat would use such a mass media. How does your relationship with Prada help said company? I see many tweets are redistributed or ‘retweeted’ but so many of them are by people who are selling ‘get rich quick’ schemes – like ‘work from home millionaires,’ ‘get rich quick with the trump network’ etc. I checked out 4 people who retweeted this blog and they were all selling these types of schemes. How does that convey our luxury brand to our audience? We do not want to be associated with thesa types of people. How do agencies frontlining our brands on the twitter ensure that our word is spread by the right people.

Twitter = Scattergun
Luxury = Marksman

Nobody search for luxury french shoes using twitter. Those who write on designer shoes are talking direct to the designers. Only the designer copycat would use such a mass media. How does your relationship with Prada help said company?

]]> By: Adam Cohen http://www.twitip.com/tweet-cloud-for-luxury-brands-using-twitter-for-exposure/#comment-45635 Adam Cohen Thu, 30 Jul 2009 11:11:31 +0000 http://www.twitip.com/?p=2203#comment-45635 Curious - the reasons you give for a brand connecting on Twitter don't quite sound like reasons for <i>luxury</i> brands to engage in the converstion; rather they sound like reasons for any brand. The biggest difference I see for Luxury brands from a marketing perspective is that they tend to have additional hurdles jumping in to social media. They can be overly concerned about diluting the brand and not willing to put individuals in the organization on the front lines of engaging with people. For example, user ratings and reviews on a website can be a significant factor to drive conversion, but many luxury retailers don't want to intermingle the comments from customers into the experience and emotion they are trying to achieve portraying their products online. They could be giving up ecommerce sales as a result. I see the same on Twitter: the two examples you provided I think are not quite the best examples of brands overall using Twitter. Louis Vitton has several Twitter accounts (@LouisVuitton_US, @LouisVuitton_HQ) for their digital media teams - the most prevalent/active one has over 20K followers but only follows 53 people back. Is that really an engaging brand? Net-a-porter (@Luxury_Fashion) has about 7K followers and follows 192 back. What do you think they could do differently? What are some tips or advice you have for getting over that brand-conscious hurdle? Curious – the reasons you give for a brand connecting on Twitter don’t quite sound like reasons for luxury brands to engage in the converstion; rather they sound like reasons for any brand. The biggest difference I see for Luxury brands from a marketing perspective is that they tend to have additional hurdles jumping in to social media. They can be overly concerned about diluting the brand and not willing to put individuals in the organization on the front lines of engaging with people. For example, user ratings and reviews on a website can be a significant factor to drive conversion, but many luxury retailers don’t want to intermingle the comments from customers into the experience and emotion they are trying to achieve portraying their products online. They could be giving up ecommerce sales as a result.

I see the same on Twitter: the two examples you provided I think are not quite the best examples of brands overall using Twitter. Louis Vitton has several Twitter accounts (@LouisVuitton_US, @LouisVuitton_HQ) for their digital media teams – the most prevalent/active one has over 20K followers but only follows 53 people back. Is that really an engaging brand? Net-a-porter (@Luxury_Fashion) has about 7K followers and follows 192 back. What do you think they could do differently? What are some tips or advice you have for getting over that brand-conscious hurdle?

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