How do brands encourage Internet users to participate in social media ?
Luxury Brands and Social Mediahttp://mashable.com/2009/07/02/luxury-brands/
Who talks about brands on the Internet? Those that have free time to do it, of course! Meaning… rich people 🙂 The author of this Mashable post points out that with the affluent increasingly surfing the web, “brands with scarce products and high prices must find a way to find consumers online”.
But luxury brands have a unique issue to confront: exclusivity. Certain brands have decided to create a public Facebook page open to anyone and everyone. Gucci, for example, has done this to provide a space for all Gucci lovers to express their love for the brand.
Others, on the other hand, have chosen closed networks that ban access from those that have not yet earned their way in; i.e. if you haven’t bought your Mercedes Benz yet, don’t even try to join the online network.
As we pointed out in previous posts, a brand’s Internet users’ opinions can be sources of innovation as well as ideas for improvement.
Just take a look at this Quizno’s video that kicks off a contest to find videos of sandwhich lovers eating their subs “in an unusual place or while doing an unexpected activity…”