Daniel Stern, social strategist at Essence, discusses the role of premium brands on Twitter. Previously, Stern worked at Walker Media, part of the M&C Saatchi Group, working on digital campaigns for London 2012 Olympics, Weetabix and Barclays with a focus on social media and paid search.
Over the past few years Twitter has evolved to become a fundamental social media channel. During this period we have seen a rise in the number of luxury brands joining the conversation. However, their digital presence has brought into question the essence of luxury industry which has traditionally been defined by exclusivity - the antithesis of a mass market, ‘open to all’ approach. In this light, how do premium brands effectively straddle the balance between an active presence within the Twittersphere whilst retaining their exclusivity?
The solution to this conundrum is for brands to use their Twitter channel as an extension of their brand identity. For Essence clients – MR PORTER and Veuve Clicquot - we recommend that their Twitter channel should be used to showcase all aspects of their brand and their brand values. In addition, we encourage both companies to curate Twitter content around lifestyle, cultural and entertainment recommendations tailored to the profile of their target audience. By engaging their audience in this way luxury brands position themselves as trendsetters, opinion shapers and a beacon of knowledge within their industry. Whilst their social following are receiving hand-picked suggestions from a respected, premium brand. This approach generates a greater conversation between the brand and their social following. Simultaneously, it helps raise the brand’s profile socially whilst building trust and loyalty.
For all luxury brands it is vital to consistently connect their Twitter content to their offering. It is imperative to achieve this without adopting an overtly sales focused approach. Whether their business is champagne or cashmere, the customer’s interests should underpin the approach to content to ensure engagement relevant to the audience. Tweets should strive to be succinct and sophisticated whilst remaining informative and useful.