{"id":1479,"date":"2011-06-26T18:38:44","date_gmt":"2011-06-26T22:38:44","guid":{"rendered":"http:\/\/www.archimediastudios.com\/corporate\/?p=1479"},"modified":"2011-06-26T19:00:00","modified_gmt":"2011-06-26T23:00:00","slug":"facebook-lessons-from-the-luxury-brands","status":"publish","type":"post","link":"https:\/\/www.archimediastudios.com\/corporate\/2011\/06\/facebook-lessons-from-the-luxury-brands\/","title":{"rendered":"Facebook lessons from the Luxury Brands"},"content":{"rendered":"

\"\"<\/a>Here are 8 of best practices and strategies used for brands on Facebook that were drawn from our friends in the luxury industry:<\/p>\n

1. Offer premium content. Lanc\u00f4me<\/strong> lets visitors upload a photo and virtually try on makeup with its \u201cmagic mirror\u201d app. Mercedes-Benz<\/a><\/strong> lets fans listen, download, and explore music from its long-running \u201cMixed Tape\u201d series featuring up-and-coming artists.<\/p>\n

2. Keep up the conversation.<\/strong> Brands on Facebook need to be sure to post to their wall regularly, so that they appear in the Facebook feeds of their fans. But not too regularly. Five to ten times a week, as brands like Swarovski <\/strong>do, is probably ideal. More than twenty times a week is overkill and annoying (hint: Oscar de la Renta<\/strong>). Responsiveness to customers is critical too. Brands like Aveda <\/strong>and Dewars <\/strong>make a point of replying to nearly 50% of all posts on their wall by fans.<\/p>\n

3. Give customers a voice.<\/strong> It\u2019s hard to interact with your customers on Facebook if you don\u2019t give them a place to express themselves. Thousands of fan photos and videos can be found on <\/strong>BMW<\/a><\/strong>\u2019s page.<\/p>\n

4. Ask customers to be creative.<\/strong> The most savvy brands inspire their customers to do more than simply upload a pic of their favorite product. Jaeger-LeCoultre<\/a><\/strong> invites visitors to design a virtual piece of art featuring one their custom Reverso watches; BMW\u2019s<\/strong> \u201c2Originals\u201d app invites you to create an original film with your Facebook photos to share with your friends.<\/p>\n

5. Offer \u201cgated\u201d rewards to only your fans.<\/strong> Facebook\u2019s functionality allows brands to offer specific content and pages that are visible only after \u201cliking\u201d the page\u2014a nice way to attract fans, and reward those who love you most. Belvedere <\/a><\/strong>vodka\u2019s landing tab offers photos from an exclusive \u201chaus party\u201d to those who click the \u201clike\u201d button. Oscar de la Renta offered free samples of its new fragrance at launch to Facebook fans only.<\/p>\n

6. Integrate Facebook with the rest of your web presence (The Most Important). <\/strong>Facebook is only one part of a brand\u2019s online presence. Smart brands like Audi <\/strong>integrate it with Twitter, YouTube, and their own websites, linking out to them from Facebook, and linking to Facebook prominently on their own websites. Brands like Tory Burch<\/strong> integrate Facebook into every product page on their own website, with a simple \u201cShare\u201d button.<\/p>\n

7. Balance global and local.<\/strong> As with any media, international brands must balance global reach with local relevance to customers. The L2 study found that luxury brands that offer localized Facebook tabs or pages (Johnnie Walker<\/strong> has 33 different national pages) have much higher rates of interaction by their fans.<\/p>\n

8. Tap into F-commerce. <\/strong>Facebook isn\u2019t just for making friends. It\u2019s good for selling too. Even brands that are not yet selling products entirely within their Facebook page can use it to showcase products, guide the customer to a purchase decision, and then transfer them back to their corporate site for the sale. Bulgar<\/a><\/strong>i\u2019s<\/a><\/strong> customers can browse products in Facebook and click to go directly to their purchase page on the company\u2019s own website.<\/p>\n

You can check out all these brands on Facebook!<\/p>\n","protected":false},"excerpt":{"rendered":"

Here are 8 of best practices and strategies used for brands on Facebook that were drawn from our friends in the luxury industry: 1. Offer premium content. Lanc\u00f4me lets visitors upload a photo and virtually try on makeup with its \u201cmagic mirror\u201d app. Mercedes-Benz lets fans listen, download, and explore music from its long-running \u201cMixed […]<\/p>\n","protected":false},"author":4,"featured_media":1482,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[13],"tags":[],"class_list":["post-1479","post","type-post","status-publish","format-standard","has-post-thumbnail","category-social-media-marketing","entry"],"_links":{"self":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts\/1479","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/comments?post=1479"}],"version-history":[{"count":12,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts\/1479\/revisions"}],"predecessor-version":[{"id":1494,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts\/1479\/revisions\/1494"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/media\/1482"}],"wp:attachment":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/media?parent=1479"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/categories?post=1479"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/tags?post=1479"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}