Louis Vuitton Social Media Etiquette

The Opportunity

When Social Media client service was relatively new it presented Louis Vuitton with both an opportunity and a challenge. As a prestige retail brand with a global reach it was expected to be accessible via social but at the same time not compromise brand identity.

In order to make a success of social media client service communication, Louis Vuitton needed to know the sort of conversations clients wanted to have and how best to handle them across Social Media, Live Chat and SMS. With a reputation for French formality and exclusivity, what kind of tone of voice should a brand like Louis Vuitton adopt? What was the most practical way of providing this for its international team of client service advisors?

The Approach

In association with Colorado Conseil, our first step was to research how the market engaged with big name brands socially and digitally and to understand the implications of this.

Our research required us to:

  • Clarify the sense of expectation that Louis Vuitton clients have when using social media and how this is achieved
  • Consider the scope of a ‘social answer’ in terms of direct messages, questions, complaints and transfer to another channel
  • Define the tone and style of written social communication in order to produce written rules, acceptable vocabulary and examples of wrong way / right way answers.

This enabled us to create transcripts of social conversations and to discover the ingredients (procedural or written) that delivered a positive outcome.

The Solution

The output of our work was the creation of 3 etiquette guides:

  • Social Media Etiquette – a detailed reference guide containing Louis Vuitton’s Writing Rules, wrong way/ right way Facebook & Twitter scenarios and a reference library of vocabulary and phrases
  • Chat Etiquette – built on ‘real-time’ transcripts, illustrative examples on how to ‘chat’ with clients in a fast but professionally informal manner
  • SMS Etiquette – tips and formulas on how to write an SMS when the advisor is restricted to only 160 characters.

As well as being an essential guide, the etiquettes were also a training manual for client service managers.

With these, Louis Vuitton had control of social media as a client service as well as measures in place to satisfy client expectation and protect brand identity.


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