Tod’s and Chiara Ferragni’s move is an intelligent and crafty move at the same time which, however, finally clearly demonstrates that the world of social media and that of influencers have enormous business potential. It is not at all easy, as it happened yesterday, to earn 100 million euros of capitalization by scoring an increase of over 10% in a few minutes, just by communicating a name that until today many (the most foolish, let me tell you) linked more to the world of gossip than to that of business. The entry of the digital entrepreneur into the board of directors of the footwear group will have enormous visibility for the Della Valle family, …
The move of Tod’s and Chiara Ferragni it’s a smart and crafty move at the same time, but it finally clearly demonstrates that the world of social media and that of influence they have enormous business potential. It is not easy at all, as it happened yesterday, earn 100 million of euros in capitalization, achieving an increase of over 10% in a few minutes, only by communicating a name that until now in many (the most foolish, let me tell you) linked more to the world of gossip than to that of business.
The entry of the digital entrepreneur on the board of directors of the footwear group will have a enormous value of visibility for the Della Valle, considering the almost 50 million followers who follow the fashion blogger on the different platforms where it is present.
Rather, this move clearly confers on Chiara Ferragni and her numerous activities one sadditional tanding. Although it was already fully established (Forbes named it the most powerful fashion influencer in the world) and you have been collaborating for some time with many luxury companies, now it enters the main door ‘button room’ of a multinational group of Italian fashion. And he does so as a manager, sitting at the table of industrial plans and merger and acquisitions operations, and not as a blogger.
The consideration that can be made, thinking about this news, is that although social network and influencers have been an integral part of the marketing mix of companies for years, they are still too often undervalued. Or rather, what is underestimated is their potential, both in economic and cultural terms.
In about two decades, the role of social media has changed from a simple engagement tool to a full-fledged business tool, indispensable for structured and complete marketing campaigns. It is clear, at this point, that their potential is much wider and in a scenario where many companies now boast of implementing social transformation It is important to distinguish ‘mature’ organizations, i.e. those that use social media to create commercial value, from ‘non-mature’ ones.
Only mature organizations are able to obtain undeniable and numerous advantages from the implementation of social strategies and to find themselves in a privileged position in situations of digital transformation. And one of the areas where social media can play an important role for companies is precisely that of relations: the ability to implement social strategies in the long term proves to be a rewarding choice for creating solid relationships that can bring benefits to the business. In particular, especially if managed in synergy with other marketing tools, the implementation of social policies is able to improve all key brand health metrics, the ‘state of health‘ of a company or brand (what marketers call brand awareness, brand reputation, positive brand sentiment, etc.).
In short, Chiara Ferragni gave another lesson on how “the ephemeral digital world“, if used in the right way, can become a flywheel of business. On the other hand, to understand the potential of Ferragni it was enough to remember that her husband, the famous rapper Fedez, is now commonly defined as “the husband of Ferragni”.
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