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Burberry taps Google+ for advantageous pioneering

November 11, 2011

Burberry's Google+ page

British brand Burberry is one of the first companies to take advantage of the new Google+ business pages, nearly completing the social media spectrum and tapping a new channel on which to engage consumers.

Google+ made a huge fuss when it was first announced and launched this summer, but news has been relatively quiet on the business end. However, the new addition of business pages may create a new realm for luxury marketers to tap techy Google+ members.

“Burberry definitely has an advantage when compared to similarly-positioned luxury brands as they can say, without a doubt, they were one of the first brands on the channel,” said Ron Schott, senior strategist at Spring Creek Group, Seattle.

“This also gives them a great advantage in the fact that they worked with Google in setting up their account and were in the initial list of brands with Google+ pages,” he said. “Google+ is the new, shiny thing on the market and brands eager to be first into a new digital space are jumping in.

“Unlike Facebook that launched with the intention of being aimed at a young, fairly broad audience, social sites like Google+ and Twitter launch with very tech-savvy, early adopter audiences and take time to grow to mainstream use.”

Mr. Schott is not affiliated with Burberry, but agreed to comment as an social media expert.

Burberry did not respond by press deadline.

A plus
Burberry explores facets of Google+ that cannot be used as visibly on other social media sites such as animated GIF images. It has implemented five blocks on the top of the page that looks as if it is snowing on a model.

The top of the Burberry Google+ page

Similar to Facebook, Burberry’s Google+ page has a profile picture. However, clicking on the image does not bring consumers to separate page with a gallery of images, but continuing to click on the picture allows the user to scroll through the images without leaving Burberry’s profile.

Consumers can see one campaign image each from Burberry Prorsum, Burberry London, Burberry Brit and Burberry Children, as well as the brand’s logo.

Burberry’s Google+ feed has focused on its new Winter Storm makeup collection, including solo product images, models wearing cosmetics and a makeup tutorial.

There are also images from the Autumn/Winter 2011 campaign.

Similar to other social networks, consumers can +1 a post, similar to Facebook’s “like” function, share with Google+ circles and comment on Burberry’s musings.

Burberry’s posts on Google+

There is also a message from creative director Christopher Bailey that welcomes consumers to Burberry’s Google+ page.

“At this point, it doesn’t matter how much they pour into it as long as they are there and doing something,” said Josh Harcus, director of business development at Say it Social, Wilmington, NC.

“It just shows that they care and they’re trying to reach out to customers in any way they can,” he said.

Social butterfly
Many experts think that Google+ will be the next big thing, especially since there are new features that other social networking sites do not have access to, such as animated GIF images and video chats.

However, recent reports have mentioned that British consumers do not respond to luxury brands on Facebook.

An article from British newspaper The Daily Telegraph stated, “Major brands such as Burberry have spent significant amounts of money using Facebook and other social networks to build up significant followings, but the survey suggests ‘businesses are wasting time and money trying to reach people online without realizing many resent big brands invading their social networks.’”

Burberry’s Facebook page

What does this mean for Burberry, which is known for its extensive digital media presence?

“While U.K. consumers have a history of being somewhat skeptical of almost all advertising, their use of social media is on-pace with similar countries, and consumers do interact with brands they care about,” Spring Creek Group’s Mr. Schott said. “From what we’ve seen, it’s not that consumers are interacting with brands less, per se, but that they’re interacting with fewer brands and having deeper relationships with those brands on social.

“If Burberry were strictly focused on consumers in their homeland, that would be a problem, but American and global consumers are very much interested in the Burberry brand and are avid consumers of their products and marketing,” he said.

That said, Mr. Harcus believes that it is important that Burberry is active on its other social media outlets such as Facebook and Twitter since the reach ensures that Brand is on at least one channel where consumers are.

“If they were to slack on Facebook and put a lot of effort into Google+, then it would become a problem,” Mr. Harcus said. “But I think that Burberry is ahead of the curve.

“The more channels they are on, the more they can interact with consumers,” he said. “It may even be a case where consumers switch brands because at least Burberry has a presence on Google+ where others don’t.”

Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.