Among the proposals urging the french to participate in a public auction, 37% of the interviewees expressed that “the dissemination of information on social networks: description of the sale, the purchase terms, on the works ‘ was one of the reasons. This excerpt from the study conducted by Harris Interactive for the report of the Board of auctions voluntary 2016 raises a topical issue: but where are the auctioneers with social networks?
For several years now, studies of auctioneers high value to the web. Communication via their website, bid online, always looking for greater visibility. Social networks today take an active part in the business communication. They respond to demand for the auction houses to expand their range of sellers and buyers, in being fully integrated into the marketing strategy of their study. A large part of houses auctions working in France are already present on social networks. This concerns, in particular, Facebook and Twitter.
However, some auction companies are not necessarily active on their accounts. Publications are just regular, prompting some subscribers to follow. This is due to various reasons. Lack of time, non-maîtrise of these new media, or gap on issues, and gains through social networks.
Comprehensive marketing strategy through social networks
You should know that regular communication, via publications punctuated on social networks, strengthen relationships with customers, prospects, and collectors. The goal is to create a new community of customers via a digital conversation. The interest is, that by having better visibility through social networks, the auctioneers make themselves better known. This attracts a new audience and allows to retain to be present at each session sales. The final objective is to use social networks to convert this new audience into customers, also good sellers than buyers.
Number of possibilities are offered to the auctioneers through these digital tools. Registration and social networks of auctioneers animation is done in addition to a traditional communication already in place. She brings new tools to expand its public, and as a result, its customers and prospects. These new media have each their specificity and offer several tools. The proper use of social networks to give direction to its communication. Indeed, the digital subscriber thus differentiate a hotel of the auctions of another.
Presence of the houses at the auction on the networks: dematerialization of information, or a gain of time for bidders
We can announce the future auctions with adjoining practical information: schedules, places, exhibition. We publishes also a link to the auction catalogue and, day after day, some highlights of the upcoming sale. It is a time saver for the user: the information comes directly to him, he hasn’t needed to fetch it on the net.
Subsequently, the sales results may be announced as followers. Publications on social networks so to also gain quality vendors, in addition to the new connected buyers.
It publishes less conventional information, such as photos of the preparation of the auction. The Subscriber study backstage! The tone of the publication must be attractive and seductive. It is also possible to retransmit the live auctions. We give the possibility to the bidders to view and bid during the sessions through the websites DrouotLive or Interenchereslive. They take part in the auction where they are. Furthermore, social networks can become a press review by registering as a relay of the paper publications.
The houses of the auction on Twitter and Facebook
A study conducted by Guillaume Horen 2014, then updated in 2016, showed a steady increase of subscribers to accounts of social networks of auction houses. Among the most popular: Twitter and Facebook.
The large House of active auctions on Twitter
Some studies have already integrated the benefits, in terms of communication and visibility, that provide social networks. To take just a few examples of the use of social networks at the auctioneers, start with the analysis of Twitter.
The Bonhams study, followed by 32,000 people on his twitter account, actually measured and effective use. She publishes photos of lots which will soon go to auction. Sotheby of (8 428 followers) is also present on a daily basis on this media. In addition to light lots of future sales, the English auction house also presents the result of exceptional auctions.
Social networks reveal the scenes of studies of auctioneers
On his Twitter account, Artcurial, with nearly 7000 followers, offers dynamic content. The study publishes photos of the scenes of the study by presenting scenes taken during sales. There are also snapshots designed to promote events in his breast. Kapandji-Morhange, followed by 382 tweetos’s auction coming up with an informative tone, and retweet the sales of its study results. The Tajan House (1600 followers) on the other hand, is also active on Twitter. She was noticed by the integration of links to movies that present sales, visible on Youtube.
Fawn auction, followed by 483 people, account uses this social network also to retweet of information about art in general. It offers specific content in his posts mentioning current Parisian exhibitions. What made Christie’s (1156 subscribers) also on his Twitter account. The hotel in the Valley of Montmorency sales fuels the curiosity of its 293 followers via the publication of upcoming auction lots. The auction house also gives the results of auctions beautiful sales live.
Digital dialogue between auctioneers and bidders thanks to Twitter
Extremely active on the social network, Drouot (5828 followers) and Barneby’s (780 followers) post and retweets of the information several times a day. There are sales to the forthcoming auctions, beautiful auctions, references to the catalog sales, batch selections, Favorites. They create a dialogue with users (they sometimes meet requests for live price): a true digital communication is implemented.
A review of digital media via Facebook
Facebook is also prized by the auction house. There is regular and activity rich Artcurial on his page which has 15 344 subscribers. The study publishes several times a week of pictures of lots of sales to come, along with a detailed text. It also mentions the current exhibitions and organized events, the exceptional auctions and preemptions. She also relayed the news articles about. The Tajan study, followed by 4745 people, also offers a review of press through its page.
Facebook: source of information of the next auctions
For their part, Piasa (3665 subscribers), the Nantes study West public auction (929 subscribers), as Jack-Philippe x. (644 subscribers), is announce their next sales. These houses, social networks, highlight some exception lots who belong. Goal: to seduce the audience of subscribers. The hotel Kapandji-Morhange provides publications several times per day during the previous periods sales for its 400 subscribers. It often features pictures taken at Drouot during exposure. The study of light, uses Facebook to return its 1058 subscribers to the catalog of online sales on its own site. But she also regularly created vents. A great way to encourage users to participate in the sale, physically and virtually.
The study of Valérie Régis, accompanies the pictures of lots of future sales to its 452 subscribers, a description, placing the work in its context. The animal study, with about 2900 subscribers, and Millon (1231 followers), stand on their Facebook page. Indeed, they have lots of future sales with a light tone. The ‘kittens’, personal study Fauve, pose with these lots. On the wall of Millon, he is full of humorous hooks in relation to these lots.
Dynamism on the social networks of the specialized auction house
Specialized auction houses are also very dynamic on Facebook. Evidenced by Aguttes Collector Cars and the study Mercier and Auto co., which have respectively 2787 and 5684 subscribers. They post information on future sales and relaying news articles in relation to the automotive world, up to twice a day.
We have cited Tweeter and Facebook as major social networks. However, let’s not forget using Pinterest and Instagram more acclaimed by the world of art and auction.