“Like air and drinking water, being digital will be noticed only by its absence, not its presence.” – Nicholas Negroponte
This week I had the chance to watch Mark Ritson‘s argument. In particular, he said:
“I’m a private individual with more followers than K-Mart, Tim Tam and other big brands. Combined. Times two. WTF is going on?”
From a quick look at Mr Ritson’s twitter account it doesn’t take me more than a minute for a marketing student like me to figure out why. Looking back at my week 2 readings, Kaplan & Haenlein (2010) specified 5 advices for companies (well, I consider him a company brand) using social media which he has accomplished very well, which marketers in the luxury industry can adopt.
1. Being Active
It is clear that Mr Ritson is very active to take the lead through regularly retweeting and posting fresh and up-to-date interesting contents linked to his own marketing expertise and his fun personality. Here’s a particular one I love, given the royal wedding is very fresh at the time of this writing.
Key takeaway #1
Luxury Brands utilising social media must consistently interact and engage the audience through posting content relevant to current news that is linked to its own product category on selected social media channel, which aligns with marketing objective and brand personality to improve brand awareness and brand equity.
2. Be Interesting
Mr Ritson pretty much figured out that people would want to hear the most updated news with a twist of entertainment, and most of his followers would find topics relating to implications of marketing interesting. He also enables others to contribute their thoughts, such as this counterargument by Alex Hesz.
Key Takeaway #2
Luxury Brands must regularly develop fresh content that excites, engage and entertain audience without abandoning its core objective at the time (e.g. introducing new product line through shareable stories) and be opening the possibility of product co-creation through a digital poll in the future.
3. Be Humble
Mr Ritson used Twitter just as the way it is formatted to be, posting bite-sized content without abandoning how powerful visuals are.
Key Takeaway #3
Luxury Brands must carefully study each social media’s features and develop a social media strategy that aligns with the way luxury consumers use the various social networks, instead of just having an unregulated presence on social media just because they can as it can dilute their brand equity.
Although Mr Ritson’s language is slightly “over-colorful”, it shows that he is a human being with emotions who is not afraid to show what he thinks. In short, he is being personal and entertaining.
Key Takeaway #4
Luxury Brands must always strive to let their brand personality show in their post, although they must be careful to not be unprofessional, to the extent that it damages the brand reputation itself through potentially offensive language, topics, or silence.
5. Be Honest
Mr Ritson is honestly using his account to express himself and at first glance, it’s hard to tell that he might be using this account to increase his “brand me” awareness. Similarly, although it is obvious that brands are on social media to help increase their profit, they should aim to not let this obviously show as blatant advertising effort as it can potentially backfire and be viral for the wrong reasons (because people get easily offended on social media)
Key Takeaway #5
Luxury Brands should never blatantly advertise on social media. Instead, it should wrap it under entertaining and educative posts and stories that offer real value, and honestly address any arising issues from relevant events or customers.
This post is part of my "brand me" series