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A guest lecture for an integrated marketing class at FIT, showing best practice from the fashion industry: examples of how brands use communication strategies, creative strategies, and creative executions on social networks, mobile, social commerce .. and how students can use these same tools for personal branding.
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HMR Marketing Solutions November 30, 2012
Social Media Strategies for the Fashion Industry
Fashion 2.0 Awards
• Best Twitter: DKNY• Best Facebook: Bergdorf Goodman• Best Blog By a Fashion Brand: DKNY PR Girl• Best Website: Mark Jacobs• Best Mobile App: Tiffany Engagement Ring Finder• Best Online Video: Prada S/S 2011• Next Big Thing in Tech: Instagram• Misc: Kate Spade, and Co-Founders, Gilt Group
Themes1. Marketing:
Strategy, Not Tactics2. WIIFM*
* (What’s In It For Me)3. Brand “YOU”
1. Strategy Before Tactics
Tesco (South Korea)
Norma Kamali
* WIIFM:What’s in itfor me?
1. WIIFM*!!!…
WIIFM…
Bergdorf Goodman
174,000 fans
Social Media: Game Change!
• Culture Shift – Connected 24/7– Influence Then: $$$
Now: Anyone … Julia Bluhm, 14
• Engagement– Conversation, WOM– Targeting … Tribes– Influence– Real Time
• (NY Fashion Wk. etc.)
– Trends: Social Commerce, Mobile, Social Gaming
Martin Margiela x H&M• Launch: Nov 15– Paris: Collection sold out in minutes– London: Shoppers lined up since 5am– New York: Tourists lined up day before
Build up to Launch:• Blogger Exclusives• “Unlock images w/ friends” via Fashion bloggers• Red Carpet/Livestream•Look Book “sneak peek”
MMM x H&M:
Influencers:
5 Fashion Bloggers w/exclusives
Consumers: Build excitementPeek behind the scenesCelebritiesInvolve friendsGiveaways …
Engaging: @DKNY
•Fun •Personal•Accessible•Behind the Scenes•Community
Engaging: DKNY Fashioncast
• Front row Experience• Community• Real Time
Personal: (Kate Spade: Tumblr )
Inside View
Multi-Platform
Facebook:Converse: 31 million “likes”Burberry: 14 million fans… what’s a fan worth?
Leverage: Newsfeed (But use an App)
Visual: Tumblr (Oscar)
• Rich Content• Branded• Multi Platform• Top of Mind
PinterestPinterest:Growing driver of Traffic to RetailSites
Chanel + Marilyn Branding:(385K views Day 1)
Website Integration
Future => Mobile
• +200% increase in mobile visits to websites
• Mobile = 25% page views• Mobile = 20% web sales
(vs. 5% YAG)
Instagram: The Next Big Platform
• 18% Penetration
• 67% under the Age of 34
• Use more often… growing
FashionNight Out:Digital meets Bricks and Mortar
Location Based: Foursquare
“ … I was one of the First four to unlock the Marc Jacobs badge …”
Mobile App: Hautelook (Nordstrom)9MM members: Daily engagement: Millenials, 30 yrs., $75K
Mobile App: TiffanyGoal: Lifetime Customer
Social Commerce
Growth in Digital $$$
Will Triple Over next5 years
Where Would You Like To Be in 6 Months?
How Can Social Media to Achieve YOUR Goals?
3. Personal Branding
VS.
* Erin’s case study here: http://www.businessesgrow.com/2012/10/04/case-study-using-social-influence-to-build-a-personal-brand/
*
Julie S.Asst. Merchandiser, Ann
Taylor LOFT(B.A., 2010)
Pratt, 2012
Blog: TUMBLRTwitter: Influencer OutreachFacebook: Reach, Top of Mind
Your Career: Turn SM Tools => Opportunities
Listen … Engage …=> Be Helpful
Who Are Your “Influencers”?
What’s Appropriate
SUMMARY: THREE IDEAS …
1. Strategy, Not Tactics2. WIIFM*
* (What’s In It For Me)3. Brand “YOU”
Connect with me!
Rhonda Hurwitz … @rhondahurwitz on
APPENDIX
Rhonda Hurwitz: Background
Impact:
What Works?
Facebook: Best Post Type*?
A: *Photos perform best
How to connect w the consumer across all mediums?
Facebook: How long*?
A: *very short, or very long
A: * 6 - 8th grade level
Facebook: Grade Level*?
Sentiment: Upbeat/Positive
What’s the Ideal Frequency of Tweets*?
*A: 1x per hour (buffer them)
“ME, ME, ME => Fewer Followers
Tweets: What’s the ideal length?
*A: 120 – 130 characters
How Often Should You Tweet?
A: Tweet a lot! (up to 21x/day)
When Should You Post?Weekends: more blog comments …
Weekdays… more RT’s!
To get a RT, Should You include a Link?*
*A: include a link
For Clicks, where should the link go?
A: Links approx. 25% way thru
Do Website Pop Ups Work?*!
*A: yes, they do! (from Which Test Won )