After attending a panel discussion entitled The Rise of Luxury Brands Online (which featured Maureen Mullen of L2 Think Tank, the great minds behind the L2 Digital IQ Index) presented by Fashion 2.0 earlier this week, I was inspired to continue on my analysis of the social media of The World’s 10 Most Powerful Luxury Brands with Cartier.
Cartier S.A., the French luxury jewelery, leather goods, watch and fragrance manufacturer, dates back to 1847. Cartier is an iconic symbol of elegance, rich history and, of course, extreme luxury with individual items selling for tens of thousands of dollars (such as the Cartier Large Americaine Tank LM Alligator Watch, pictured right).
However, this elegance hasn’t transferred completely smoothly online. For instance, the L2 Digital IQ Index: Luxury ranks Cartier at #44, stating “one of the biggest missed opportunities in digital.”
Yikes.
Let’s dive in!
Twitter
The Cartier Twitter page is a huge missed opportunity. Having not tweeted since March 2010, @Cartier has just more than 1,000 followers (a dismal number, considering the brand’s overall power).
At least the page is fairly well-branded?
Facebook
As the L2 Digital IQ Index notes, “Facebook page is more than 30,000 strong but no fan engagement.” Currently, the Cartier Facebook fan page boasts more than 50,000 fans, but still maintains very little engagement. The fan page appears to be updated approximately once a month (more so recently due to the Cartier Winter Tale promotion), which is definitely not enough.
Cartier appears to only update the Facebook with its promotional images and messages. Because the brand has very deep roots in tradition and elegance, it would not be appropriate for the Cartier community manager to maintain a Starbucks-like presence online.
However, Cartier is missing some big opportunities.
Like many French luxury brands, Cartier has done excellent work creating beautiful flash websites that create a luxury experience online. To translate this experience to Facebook, a far more interactive platform, Cartier needs to take small bits of content from their websites to “tease” their Facebook audience.
By using small bits of content, such as videos, images or even a unique Facebook tab on the page that changes with every promotion, Facebook fans will feel like they’re getting an exclusive preview into the brand.
Also, instead of just throwing up all the images and videos at one time, slowly rolling the content out over time will help keep fans engaged.
Futher, as I’ve said time and time again: integration, integration, integration! Why doesn’t the Facebook page even link to Cartier’s YouTube channel or Twitter page, or more prominently feature the current campaign?
YouTube
I actually really like Cartier’s YouTube channel. It’s extremely well-branded and interesting to peruse, while maintaining the overall Cartier online aesthetic.
Cartier clearly spends a lot of money creating their video campaigns, so their YouTube channel is an important asset to showcase this element of the brand. However, videos only date back six months, when I know for a fact Cartier has maintained a YouTube presence for MUCH longer (Cartier joined YouTube in 2006, according to the channel).
Where’d the other videos go??

Overall, Cartier should feel too bad about it’s social media presence.
Yeah, it isn’t good… BUT, as the L2 Digital IQ Index notes, the watch and jewelry sector pretty much blows at social media.
Hear that, Cartier?
There’s an opportunity to beat the competition!
What do you think of Cartier’s social media work? Was I too harsh? Also, how cute is the Winter Tale campaign?