Social Media Influencing
The Thing Every Luxury Brand Wants
By Scott Eddy
Surprisingly, being a social media influencer in the luxury world wasn’t my original life plan. In high school, I was all set to follow in my father’s footsteps and become a police officer. Just before graduation, I lost my father in a plane crash while on duty, so life as I knew it became well and truly derailed.
I then spent 10 years on Wall Street before escaping the corporate world to build one of Asia’s first digital agencies from the ground up. That’s where I fell in love with the power of social media.
As a stockbroker I learned the art of selling, and running a digital agency instilled in me the importance of engaging with your audience in the digital space.
The World That Never Sleeps
I have grown my following into what it is today not by posting pretty pictures and traveling, although this is a happy by-product, but by being right there with my audience telling a story as I see it through my eyes, 24 hours a day, 7 days a week. Social media never sleeps, and sometimes it feels like neither do I!
There’s a psychology to this business that means from the moment I wake up (5 a.m. every day), I’m thinking about content, strategy, campaigns and, most importantly, watching and personally responding to my audience. You HAVE TO be engaged. Be their friend, dive deep into conversations, and get to know your audience. After all, they form the backbone of your business offering.
In an industry that is becoming increasingly saturated, the key is to stay true to your strategy. I keep my content consistently focused on high-end luxury travel and I will not go off strategy, no matter the client, nor the paycheck.
From Bombardier, Rolls-Royce, Lexus and BMW, to Four Seasons, Waldorf Astoria, Ritz-Carlton, Harrah’s Casino, and Caesar’s Entertainment. These brands see my unwavering focus and they love it. Which is why I have never approached a brand; all my business is incoming. The more active and consistent I am on social media, the more they come to me.
When it comes to ROI, every brand is different, so there’s no handbook or specific formula. Some want to generate brand awareness and reach as wide an audience as possible, while others want to promote specific trips and focus on click-through and conversion rates. What the luxury world does have in common is audience perception. When wealthy consumers think of ‘luxury,’ they think of brands that empower them to put their best selves forward and create a true connection with the people and things that they most value in this world.
My goal in life therefore is simple: to meet as many people as I can, as quickly as I can, and in as many countries as I can. The core of life is building new relationships, and these are the foundation on which you can do whatever it is you want in life. Whether it is to be surrounded by unbelievable friends or create a ROI. That’s why I love (and live my life by) social media.