Karr, Arnold J. "Social Media Set to Quicken Marketing Pace." Women's Wear Daily, 27 Feb. 2013. Web. 21 Mar. 2013. <http://www.wwd.com/retail-news/trends-analysis/social-media-set-to-quicken-marketing-pace-6807746>.
Strugatz, Rachel. "Social Media's Impact on Spring." Women's Wear Daily. N.p., 12 Nov. 2012. Web. 21 Mar. 2013. <http://www.wwd.com/accessories-news/footwear/social-medias-impact-on-spring-6480704>.
Lockwood, Lisa. "Consumers Turn to Social Media for Customer Service." Women's Wear Daily. N.p., 26 Oct. 2012. Web. 21 Mar. 2013. <http://www.wwd.com/media-news/digital/consumers-turn-to-social-media-for-customer-service-6455590 >.Edwards, Chas. "People Like Images More Than Words In Branded Content." All Things D. Wall Street Journal, 22 Mar. 2013. Web. 24 Mar. 2013. <http://allthingsd.com/20130322/smile-people-like-your-picture-more-than-your-words/?KEYWORDS=social+media>.
Social media presentation
+Social MediaTeddy Lord and Liz Leinbach
+What is Social Media?“Social media is the collective of onlinecommunications channels dedicated tocommunity-basedinput, interaction, content-sharing andcollaboration.”
+Trends in Social Media MarketingMaking the switch from traditional to socialmedia “According to a survey of 468 U.S.-based chiefmarketing executives… social media’s share ofmarketing budgets, about 8.4% percent of thetotal spend now, is expected to rise to 11.5% inthe next year and grow steadily to about 21.6%over the next five years.”- WWD “Prediction of a 2.7% drop in traditionaladvertising over the next year”-WWD
+Social Media In Fashion MarketingGoal of social media: interact not broadcast Engagement is KEYFashion and Social Media go hand in hand Reversal of roles in dictating trends
+ Type: Social Networking A social networking service site Launched in February 2004 Now boasts over 1 billion users
+& Fashion Fashion companies and brands can launch several differenttypes of ads Able to customize the demographic that their ads reach They create their own Facebook pages to promote productsand styles
+ Advertised a new line of "natural luxe" makeup in 2011 Urged viewers to go to their Facebook page The line was very successful and their page became muchmore popular&
+& Integrated Facebook ads into itsmarket strategy Offered free samples throughtheir own page Saw instant results Gave away 25,000 samples in 3days
+ Type: Social Curating “Humans process visual information much faster thanwe process text.”-WSJ
+ “The best thing on the business side about Pinterest isthat it makes it so easy for brands to humanize theircompanies.”
+ Type: Micro Blogging A real-time interconnected information network Launched in July 2006 Now boasts over 500 million users
+& Fashion Fashion companies, designers and brands are able to be“followed” They tweet announcements and things relevant to theirmarketing strategies Offers the most “instant” form of marketing “Customers can feel like they are part of the brand’s extendedfamily, and therefore the brand itself, while the interactiveelement further deepens that relationship” -Alex Bolen, chief executive officerof Oscar de la Renta.
+& Charlotte Ronson Fashion designer based in NYC that uses Twitter Successful in gaining attention and new customers 10% of traffic on her retail site originates on Twitter 93% are new visitors
+ Type: Visual Social Networking Brands can create personalprofiles and upload photos ofproducts or ones that relate totheir brand image
+Luxury brands includingGucci, Burberry, andTiffany& Co. are widespreadon Instagram
+& In 2012, Levi launched a Instagramcampaign to cast their next modelsfor their new September Ads #IAMLEVIS“The new Levi’s collection was designedwith you in mind. And we would like youto represent it”
+Pros of Social Media Large reach High frequency Immediacy Cheap Measurable feedback Creating transparency
+The Cons Too focused on “immediacy” Can lead to some marketingdisasters that are in plain view ofthe public Some companies can over-do itand become overbearing Lack of feedback control
+& Social Media “The viral marketing capabilities of re-tweeting by a targeted group issomething an advertising budgetcannot buy.”- reps of DvF In 2010, DvF pushed for a greatersocial media presence On Twitter and FB DvF the Blog Results: Online traffic to theirhome site increased 13% alongwith sales
+& Social Media Creating a “Buzz” YoutTube page has categories including H&M Conscious H&M Life- Fashion Inspiration David Beckham Bodywear for H&M H&M Fashion Events H&M Campagins H&M Guest Designers Collaborations
+What’s Next for Social Media??F-Commerce It can be defined as any sale that takes place on Facebook withthe help of applications on Facebook business pages Great way for fashion companies to increase sales IF they execute it correctly Only 26% of consumers think Facebook storefronts are secureagainst fraud Analysts say F-Commerce will become a $30 billion industry by2015
+What’s Next??? Social Care Customer service through social media “Today’s customers choose when and where they voice theirquestions, issues and complaints. They don’t care if a companyis set up to answer customer questions on Facebook, or if ithas an actual Twitter handle for customer service.”- Gadi BenMark,VP of NM Incite’s Advisory division