Digital (and the) luxury consumers

The web, as I see it, is Ginger Rogers to the world’s Fred Astaire. Just as she did everything he did, but backwards and in high heels, the web does/ has everything the world does/ has but visibly, frictionlessly, faster.

But then those two too were role-playing. In the make-believe world of celluloid. With its own rules, relationships, frictions and language. The web, a virtual world, is no different in that sense.

A vast majority of luxury consumers have, unsurprisingly, taken to the web to consider, evaluate, buy, and well, show-off. They are choosing convenience, breadth, quality, and where available, personalised delivery. They seamlessly move between the physical world of stores, and the online world of discount-retailers, consumer review sites, official brand pages and web properties, secret and public groups discussing shared interests in a brand.

Brands and businesses, however, are slow to catch up. With such fragmentation of the consumer’s journey with the brand, it is hard to demonstrate hard numbers or directly attributable sales gains. So a traditional ROI led case for investing in social and web channels cannot be made easily.

It seems to me however that particular to the luxury and the creative sectors, some challenges are bigger than others.

The face-off between the “democratic” web and the “exclusive” nature of luxury

How do some of the well-established luxury brands deal with it? It is quite simple. They peg their expectations from the members of their various online communities correctly.

Not all fans are customers. In fact, as the Vacheron representative pointed out in Paris last week, most fans aspire to the brand and are therefore very valuable. Vacheron also has an owners’ club where current and future owners of their fine timepieces engage, converse, ask questions, answer questions, and indulge their passion for the brand.

The social media director of another aspirational luxury brand said to me, during the coffee break, that he finds questions about this “divide” offensive. After all, he went on to say, people may start with something small with us and grow with us. Of course, I agreed, having first bought just a belt from the brand when I was a young professional at 26. I have grown to admire the brand for their craft as well as cultural stewardship, over time.

It is safe to say that the democracy-exclusivity divide is short-sighted, parochial and patronizing. It may belong in a debate about sales targets but it certainly does not belong in a discussion about building a brand’s long-term value.

After all, aren’t half the advertising dollars wasted, as John Wanamaker pointed out? Why should luxury and creative brands be daft enough to expect half our social media dollars won’t be?

Finding the authentic voice of the brand

Aka how not to shill, plug, sell, cross-sell, up-sell at every opportunity?

My friend Euan Semple has written a book with a wonderful title – “Organisations don’t tweet, people do”. A succinctly stated, seminal piece of wisdom for all who wish to engage with their fans, prospects and customers on various social media properties or channels.

And people don’t just sell. They gossip, they share their joys, they show off things they bought, they share stories. Sometimes they complain. These are the moments where a brand has a great opportunity not just to be authentic but to showcase its authenticity. How would you feel in the customer’s shoes with a terrible product or service experience? Would you like to be sold-at or dismissed or barred from the community or the store? No? Then don’t do it to the customer! How hard is that?

It is kind of difficult to pick the best story about an authentic brand voice from the ones I heard in Paris. But Kenzo stands out in how it retains the spirit of the brand, while being playful, inventive and engaging all the same.

Finding an authentic voice does require brands to be comfortable with their own identities and their own DNA and their own values.

In others words — what do you stand for? And are you willing to speak up for it?

Influencers and the shades of grey

This is the most fun part. It is an open secret that luxury brands pay well-known faces and people with large social media following considerable sums to promote their products. It is however easy to see the payment dynamic when it is a celebrity talking about an overcoat or a handbag named after her.

What happens when it is a person on whom people rely for expertise and knowledge? Do brands pay her too? If they do, where is the disclosure? And what is her trade-off? Is she willing to trade-off her own brand’s hard-won reputation to build a luxe brand’s reputation? Does a full disclosure hurt or harm her “recommendations” and her influence? How does a consumer trust the “recommendation” of someone who is being paid to say nice things about a brand? What if there is no full disclosure? What about trust?

Then there are the mass influencers. Brands don’t give straight answers about them. Some say they pay these bloggers in kind. All very nice, but when did anyone last pay their rent in perfume bottles, or pay for their grocery by swapping a handbag or a pair of worn-only-once shoes? This is an unreal and unsustainable – and dare I say, arrogant – way for brands to think.

I asked some of these joyful (read: squirm-inducing) questions in Paris last week. Um, no joy. The jury is out, it appears. Brands must consider the hard choices carefully and in my view, plump for full disclosure from influencers.

So here is what I think about this “digital consumer” thing.

In the pre-web world, brands could tell their stories and consumers would listen passively.

Now it is a conversation and like any conversation, there are disagreements, segues, detours, tangents as well as commiserations, empathetic moments, Aha-moments and moments of sheer joy.

I think things have changed for the better, don’t you?

PS: For my full notes from the Luxury Society event in Paris, please see this.

Ten tips on blogging from the father of all blogs

Or from Jorn Barger, as the more nerdy ones amongst you will know him.

Jorn Barger coined the term “weblog” on December 17, 1997, i.e. ten years ago this week. His original aim was to log the world wide web as he surfed. At the time of writing, 11:30 am GMT on 18th December 2007, Technorati is tracking some 113M blogs and some 250M pieces of tagged social media.

Considering the lingo in blogging – vlogging, splogging, blog pimping etc – is growing as fast as the number of blogs, perhaps it is worth considering the top tips in blogging from Barger himself.

Original link on Wired can be found here. By his logic, I really should not bother saying anything about them (see #3 below) but since that particular tip is in my I-do-not-agree list, here is a small categorisation (Barger’s tips in bold followed by my thoughts in normal font).

I agree with some of the tips:

4. Being truly yourself is always hipper than suppressing a link just because it’s not trendy enough. Your readers need to get to know you.

This is, of course, the ideal situation. However there is a journey to get to that point of equilibrium. Some readers regularly take it upon themselves to attack other readers, or harp on random points complete with unnecessary profanities which only go to show they have not much to say. Some bloggers too take it upon themselves to ascribe motives to their readers and put them off. The negotiated balance is slow to establish itself during which time both parties may need to give each other the benefit of the doubt.

5. You can always improve on the author’s own page title, when describing a link. (At least make sure your description is full enough that readers will recognize any pages they’ve already visited, without having to visit them again.)

This is useful and sometimes may even lead to the original blogger changing her post title, as Penelope did in this case.

6. Always include some adjective describing your own reaction to the linked page (great, useful, imaginative, clever, etc.)

Sorry to use Penelope’s example again. But a few days ago, she wrote a great post on linking to other blogs which I mentioned on this blog as a good read.

7. Credit the source that led you to it, so your readers have the option of “moving upstream.”

Absolutely. But it is better to be aware that there are plenty of instances of bare-faced plagiarism in the blogosphere and remember you point them out on those blogs at your own peril. Be prepared for a torrent of random abuse and recrimination hurled your way!

8. Warn about “gotchas” — weird formatting, multipage stories, extra-long files, etc. Don’t camouflage the main link among unneeded (or poorly labeled) auxiliary links.

10. Re-post your favorite links from time to time, for people who missed them the first time.

This, I think, I must practise more often. Second outings help both the blogger, especially on otherwise busy or ‘off’ days, and the readers.

And I do not agree with the others:

1. A true weblog is a log of all the URLs you want to save or share. (So del.icio.us is actually better for blogging than blogger.com.)

I do think that is his original view, but from 10 years ago. Everything evolves and so should the tools and the ‘rules’.

2. You can certainly include links to your original thoughts, posted elsewhere … but if you have more original posts than links, you probably need to learn some humility.

3. If you spend a little time searching before you post, you can probably find your idea well articulated elsewhere already.

This sounds like everything that had to be invented has been invented so we might as well just go home. Imagine if all scientists did go home one day…

All said and done, if it weren’t for pioneers like him, there would not be the blogosphere.

I wonder, however, what if after he invented the term, everybody went home and decided not to blog?

Happy Birthday, Blogs!

Is it blogging war?

Recently I noticed that on Blogger blogs, a commenter has three options:

use a Google or Blogger account;

stay anonymous;

or choose something called ‘Nickname’ whatever that means.

Notice something? There is no more the possibility to provide a link to the commenter’s own blog unless he/ she has a Blogger-hosted blog.

In practice, this just means that those with blogs on WordPress, Typepad, Vox etc cannot cross-promote their blogs while commenting on Blogger-hosted blogs.

Is it fair? Probably not but free services are not warranted and EULA conditions change all the time, so nobody can complain and Google/ Blogger is within their rights to do this.

Does it matter? Probably it does, to those whose Technorati ranking matters to them. Also because it may stifle some debate in the blogosphere.

Does anyone care? This is a tougher one. You tell me. Do you?