Once a brand has made the decision to put out a shingle on Facebook by establishing a dedicated and official page, the question becomes, how should the brand interact?
On a basic level, social media, and Facebook in particular, allows the average person to become a purveyor of content, giving them the means to seek out information by combing through digital content that validates not only the brand image, but the individual’s status as an arbiter of cool. If your brand is on Facebook, you have decided to participate in an interactive two-way dialogue where users expect to be rewarded and recognized for being a fan.
But, who are these fans?
Something more to consider is the actual audience a luxury brand is reaching on Facebook. To think that all luxury consumers fall into the same segment is a mistake. There are clear differences in the customer who has the means to purchase entry-level items (like accessories) from those who purchase from the brand’s couture collection. It is important to recognize that while these segments both make up the luxury consumer base, the ways in which they interact with brands are very different.
Thus far, we have seen through interaction on different luxury brand Facebook pages (like the ones mentioned in Part I of this series), that the “fans” on Facebook generally represent the aspirational consumer. While many brands fear that this cheapens the brand image, the reality is that accessories make up a significant portion of luxury sales. As stated by Bain & Co., “Accessories are still the kings and queens of the luxury market.”
While this topic warrants a much deeper dive, it’s an important consideration when determining the brand voice on Facebook. After all, brands can tailor their message on Facebook to garner the greatest impact while upholding the brand image.
What does this mean for content?
Marc Jacobs has recently launched a social campaign on Facebook to publicize the launch of his first men’s fragrance, BANG. The campaign allows users to send “bangs” to their networks of friends on Facebook and rack up points for each bang. This campaign is a good example of hitting on the three main modes of interaction users desire on Facebook:
1. They want exclusive content. In this case it’s all about being in the know, users want to be the early adapters to “bang” their friends. It’s cool to be first.
2. They seek the recognition of being affiliated with the brand. A “bang” shows up on their wall and is broadcasted to their network of friends and they are instantly affiliated with a brand they love and aspire to.
3. They are incentive driven. Essentially a game, fans rack up points by getting “banged”, (I think the pun is intended, especially as more points are awarded for getting banged after midnight or from a foreign friend). One player will be chosen at random each day to win a selection of prizes, including a bottle of BANG or clothing. A lucky few will even win a trip to NYC to attend one of Jacobs’ fashion shows.
Facebook is all about connecting, sharing and obtaining information on the people and things most important to the individual. The nature of Facebook provides a platform for the brand to interact with users in a personal, informal way not necessarily possible on the main brand website.
If the brand has made the decision to participate on Facebook, embrace the audience and have fun with it. If your boss isn’t on board, just send him/her a “bang” and perhaps they’ll have a change in perspective.
Photo Credits: Marc Jacobs BANG campaign
