发布时间:2022-10-25 02:30
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本文摘要:Jos de Cabo spends a lot of time on social media. But unlike most people who post on Twitter and Facebook to keep up with friends and family, Mr. de Cabo and his team of more than 140 people — primarily based in New York and London — have


Jos de Cabo spends a lot of time on social media. But unlike most people who post on Twitter and Facebook to keep up with friends and family, Mr. de Cabo and his team of more than 140 people — primarily based in New York and London — have another goal.若泽·德卡波(Jos de Cabo)把大量时间都花上在了社交媒体上。然而与多数人为了与亲友保持联系而在Twitter和Facebook上改版状态有所不同,德卡波和他手下140多人的团队——主要在纽约和伦敦——具有另一个目标。They scour the world’s most popular social media sites on behalf of luxury brands like Lanc and Yves Saint Laurent, hunting for photos taken by individuals that feature the brands, say an image of a handbag or pair of shoes, that could be used in marketing campaigns.他们在全世界最热门的社交网站上四处搜索,为兰蔻(Lanc )、伊夫圣罗兰(Yves Saint Laurent)等奢华品牌找寻个人摄制的引人注目这些品牌的照片,比如某只手袋或某款鞋子的图片,用作市场营销的活动。By tapping into the digital world, Mr. de Cabo said, brands (which have final say over what photos are used and do not pay people for their online images) can foster closer relationships with their followers. They also can add extra credibility to marketing at a time when consumers are increasingly turned off by traditional advertising.德卡波说道,这些品牌(对用于哪些照片享有最后的决定权,会为拍摄者缴纳报酬)利用网络世界的资源,可以加深与用户之间的关系。

在消费者更加不满传统广告的当下,这种作法还可以减少营销活动的公信力。“There’s an army of fans out there for every brand, and they want to be part of your world,” said Mr. de Cabo, who started the company, called Olapic, with friends soon after completing an M.B.A. at Columbia University in 2010. The start-up says that its social media content can increase online sales by roughly 5 percent compared with traditional marketing photos.“每个品牌在全世界都有大批拥趸,他们想沦为品牌的一部分,”德卡波说道。


“People are now wired in a different way,” Mr. de Cabo said. “They are used to seeing authenticity online. By embracing that, brands can build a stronger connection with consumers.”“人们网际网路的方式逆了,”德卡波说道。“他们习惯了在网上找寻现实的信息。了解到这一点,企业就可以强化与消费者之间的联系。”Services like Olapic are the latest attempt by luxury brands — alongside traditional retailers — to stay relevant in a world where social media has given people greater power over how a company is perceived online.如今,社交媒体让普通人享有了影响企业网络形象的能力,而Olapic获取的这类服务是奢华品牌——以及传统零售商——面临这一形势维持品牌影响力的近期尝试。

Where once a brand could use its marketing campaigns to present a coherent message, the meteoric rise of social media — and its billions of daily digital discussions, many involving global luxury brands — has forced companies to reassess how they use, interact and respond to the likes of Instagram and Snapchat.过去,企业几乎可以利用市场营销活动传送出有一个连贯的信息,但现如今,社交媒体的很快兴起——以及网上每天数十亿的辩论,其中许多与国际奢华品牌有关——使企业被迫新的评估自己对Instagram和Snapchat等网站的用于、对话和对此方式。That includes finding new ways to engage with those brand followers, either through regular digital interactions on popular social media sites or offering online extras, like behind-the-scene looks at fashion shows or photo shoots, to reinforce their ties to a designer or fashion house. Brands also have turned to social media to extend their presence beyond the traditional customer base, partly to reach a new generation of consumers that have grown up online.这必须企业找寻新的方式与粉丝建立联系,无论是通过在著名社交媒体上的经常性对话,还是获取线上的福利,比如邀消费者到幕后走访时装秀或照片的摄制,增强他们与某个设计师或时尚品牌的关系。

一些企业还利用社交媒体不断扩大在传统客户群之外的影响力,一定程度上是为了更有在网络上茁壮一起的新一代消费者。Yet just like in the offline world, some luxury brands have embraced social media and other digital activities with greater energy than others.然而,就像在真实世界一样,奢华品牌在社交媒体和其他网络活动上投放的精力也各不相同。Those are the findings of a recent report by L2, a company based in New York that tracks the digital impact of brands. The study, based primarily on U.S. consumer habits, compared the digital strategies of some of the world’s most well-known fashion houses, such as Chanel and Dior, ranking each company on their social media outreach, digital marketing, e-commerce and daily interactions on mobile platforms.这些结论来自L2公司最近公布的一份报告。

该公司总部设于纽约,主要跟踪各大品牌在网络世界的影响力。这份主要基于美国消费者习惯的研究报告对比了一些世界最著名时尚品牌的网络策略,如香奈儿(Chanel)和迪奥(Dior),并为这些企业的社交媒体影响力、网络营销、电子商务,以及移动平台上的日常对话展开了名列。Some digitally savvy brands like Burberry, according to L2’s report, have incorporated social media and other online platforms directly into their wider marketing campaigns. These activities, says Maureen Mullen, L2’s head of research, have given companies a greater reach in the online world, associating Burberry’s regular posts on the likes of YouTube and Snapchat with people’s increasing desire to be connected to the next online trend.根据L2的报告,一些擅长于网络营销的品牌,如博柏利(Burberry),早已把社交媒体和其他网络平台必要划入了整体的营销计划中。

L2的研究主管莫琳·马伦(Maureen Mullen)说道,这些活动让企业在网络世界有了更大的影响力,她说道,博柏利在YouTube和Snapchat等网站上定期的公布内容,是人们更加渴求带入下一个网络趋势的原因之一。“Seven years ago Burberry meant ‘British’ and ‘plaid,’ and now a core association of the brand is innovation,” Ms. Mullen said. “They’ve effectively changed the brand values through a lot of the things they’ve done in a digital capacity.” (Kate Spade is the only other company in L2’s “genius” category.)“七年前,博柏利意味著‘英伦风’和‘彩格布’,如今这个品牌引起的核心误解是创意,”马伦说道。“他们通过网络活动有效地提高了品牌价值。

”(Kate Spade是除博柏利之外,唯一一家被L2选为“天才”的公司)But most luxury brands have yet to turn a growing digital presence into increased sales.不过,多数奢侈品企业还没把日益不断扩大的网络影响力转化成销售额的快速增长。Online sales still represent just 6 percent of luxury companies’ total revenues, according to L2. And roughly 10 companies, including Ralph Lauren and Michael Kors, dominate this digital world, generating a combined 65 percent of all traffic to websites associated with the luxury industry.L2的报告表明,网络销售依然只占到奢侈品企业总收入的6%。

还包括拉夫·劳伦(Ralph Lauren)和迈克·高仕(Michael Kors)在内的大约10家公司,在奢侈品网络营销中占到了一半以上的份额,联合产生了与奢侈品行业有关的网站65%的流量。Yet retailing experts say that how a company is viewed online — not just by its primary customers, but also by the wider online population — can have a significant impact on a brand’s overall reputation, particularly with digitally literate young shoppers.然而专家称之为,一家企业的网络形象——不仅是在主要用户群心中的形象,还包括更加普遍的网络用户——有可能对品牌的整体声誉产生根本性影响,在通晓网络的年长购物者当中特别是在如此。“With social media, consumers are taking brands and reinventing them to fit their own tastes,” said Frederic Court, a London-based partner at Felix Capital, a venture firm that invests in fashion-related digital companies. “Brands need to find a new way to relate to their customers.”“通过社交媒体,消费者们可以对品牌产生影响,使其合乎自己的品味,”Felix Capital派驻伦敦的合伙人弗里德里克·考特(Frederic Court)说道。这家风投公司投资了一些与时尚有关的网络公司。

“企业必须找寻一种新的方式感动消费者。”This change has been particularly acute for luxury brands such as Louis Vuitton and Chanel. These companies — born decades before social media — have fostered an image of exclusivity as part of their marketing strategies, portraying a lifestyle that is often out of reach for most people.这个变化对路易威登(Louis Vuitton)和香奈儿(Chanel)这样的奢华品牌来说十分反感。

这些在社交媒体经常出现之前几十年问世的公司,早已营造出有了一种少数人专享的高端品牌形象,这也是它们的营销策略的一部分,它们刻画了一种一般来说让多数人无法匹敌的生活方式。In response to the digital free-for-all that is synonymous with the Internet, analysts say many companies have had to expand their brands’ online footprint, often teaming up with social media darlings and other celebrities to present a more populist image.一些分析师说道,为了应付网络世界全民权利参予的局面,许多公司早已不断扩大了品牌的网上足迹,一般来说与社交媒体达人和其他名人合作,展出一种更为平民化的形象。

That includes Dior, which joined forces with the music star Rihanna, whose social media following is four times as large as that of the fashion label. Calvin Klein signed a deal with Justin Bieber, in part to tap into the Canadian singer’s avid following on Instagram and Twitter, where his audience is up to 15 times as large as that of the brand.比如,迪奥就与歌星蕾哈娜(Rihanna)联手,后者的社交媒体粉丝数量是这个时尚品牌的四倍。卡尔文·克莱因(Calvin Klein)也与贾斯汀·比伯(Justin Bieber)签定合约,一定程度上是为了利用这位歌手在Instagram和Twitter上的活跃粉丝资源。后者的注目人数是卡尔文·克莱的15倍。“Each brand needs to strike a balance between exclusivity and inclusiveness,” said James Lovejoy, an analyst at Brandwatch, a technology firm in New York that tracks discussions on social networks.“每个品牌都必须在专享性和包容性之间寻找均衡,”Brandwatch的分析师詹姆斯·洛夫乔伊(James Lovejoy)说道。

这家坐落于纽约的科技公司长年跟踪社交网络上的舆论。“When Rihanna wears Dior in an Instagram photo, the reach she gets might not be exactly Dior’s consumer base,” he added, “but she certainly attracts a wider audience.”“当蕾哈娜在Instagram公布身着迪奥的照片时,她影响到的人有可能并不是迪奥的客户群,”他接着说道,“但她毫无疑问更有了更加多的注目者。”For Matt Jacobson, head of market development at Instagram, the photo-friendly online platform that has become the social network of choice for luxury brands and their followers, this ability to engage with a wider audience lies at the heart of how companies should use online platforms.对于Instagram的市场研发负责人马特·雅各布森(Matt Jacobson)来说,这家图片分享平台早已沦为奢华品牌和注目者在自由选择社交网络时的不二之中选,这种与更加普遍人群对话的能力,是企业利用网络平台策略的关键。The British label Karen Millen, for instance, has crowdsourced photos from social media as part of its online store, showing how its customers — and the wider world — view the brand online. And Coach turned to user-generated images in a recent advertising campaign to highlight its range of footwear, including an interactive map showing where customers had taken their digital photos around the world.例如,英国品牌凯伦·米莲(Karen Millen)把通过在社交媒体上众包的照片放进在线商店,并展出其用户——以及全世界——对该品牌的网络评价。

寇驰(Coach)在最近的一次广告宣传中用于了用户的图片,侧重展出鞋类产品系列,还包括一张展出顾客在全世界哪些地点照片的对话地图。These types of online interactions, Mr. Jacobson said, would happen irrespective of a brand’s participation. But by engaging with both core consumers and the broader digital audience, luxury brands have an opportunity to use the marketing potential offered by social media.雅各布森说道,无论企业否参予,这些网络对话都会再次发生。

通过让核心用户和更加普遍的网络用户参予其中,奢侈品公司就有机会利用社交媒体的营销潜力。“The conversation is happening, with or without you,” he added. “You can’t choose to opt out. But you can choose not to participate.”“你参不参予,对话都在展开,”他接着说道。