Brand Finds Business Opportunities In Interaction With Fans

The "scrimmage" of big brands on social networking sites is increasing. What is the purpose of it? It is still a mystery.

As Denise Lee Yohn, author of What Great Brands Do, said, brand operators have realized that social networking sites can not simply push information, but also timely discover, influence and cultivate users' awareness of brand by user feedback.

"Don't ignore the role of a tag," he said.

For those designers who were born not long ago, how to help brands do better in interaction with fans, social networking sites become more important at this time.

Sophia Webster, a British shoe designer, has been doing well. She was an assistant to the shoe designer Nicholas Kirkwood, which had just set up a personal brand 4 years ago.

Sophia Webster thinks that it is not enough to simply share photos of products in Instagram, but also to understand customers and find customers' needs.

Most of her customers are young ladies, many of whom are already "quasi bride".

Last year, she sold two Coco ice sapphire Satin high heels and Evangeline angel wings on the website.

Because the style is like the "bride's" high-heeled shoes, it was sold out within 24 hours.

She is also a friend.

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A pair of soles written on the bottom of the shoe reads "Wifey for Lifey" (the wife of your life), and uploads the photos to instagram.

"Many people leave messages under the photos, hoping that I can design the same shoes for their wedding.

I realized that many women wanted to play tricks on their shoes on the most important day of their lives.

Sophia Webster recalls that she opened up a new product line last month, adding "bride money" to her personal brand, and her Instagram fans have reached 28 thousand and 400.

On the social networking site, the luxury brands also have Christian Louboutin. In early January this year, they worked with the visualization platform Olapic to launch a project called #LouboutinWorld on the three social media of Facebook, Instagram and Twitter. They invited fans and consumers to share the products they purchased to the above three social media, and the topic of #LouboutinWorld was added. The uploaded pictures could be selected by the designer and placed in Christian Louboutin's official website.

Snapchat is a social tool popular in the United States in recent two years. Users can take pictures, record videos, add words and pictures, and send them to friends.

The most important function of the application is that all photos have a life span of 1 to 10 seconds. After the user has sent a picture to a friend, the photos will be destroyed automatically according to the time set by the user.

The US shoe brand Rebecca Minkoff is very fond of social software Snapchat. It not only uses it to broadcast live show, but also conducts "treasure hunt" activities on the South by Southwest festival in the United States. As long as fans complete the challenge task of Minkoff in the Snapchat account, they can get a ticket for the music festival of Niemann department store (Neiman Marcus).