Social Media Strategy for the Fashion Industry

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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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Social Media Strategy for the Fashion Industry

  1. 1. Social Media Strategies for the Fashion Industry HMR Marketing Solutions November 30, 2012
  2. 2. 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
  3. 3. Themes1. Marketing: Strategy, Not Tactics2. WIIFM* * (What’s In It For Me)3. Brand “YOU”
  4. 4. 1. Strategy Before Tactics
  5. 5. Tesco (South Korea)
  6. 6. Norma Kamali
  7. 7. 1. WIIFM*!!!… WIIFM…* WIIFM:What’s in itfor me?
  8. 8. BergdorfGoodman174,000 fans
  9. 9. Social Media: Game Change!• Culture Shift – Connected 24/7 – Influence Then: $$$ Now: Anyone … Julia Bluhm, 14• Engagement – Conversation, WOM – Targeting … Tribes – Influence – Real Time • (NY Fashion Wk. etc.) – Trends: Social Commerce, Mobile, Social Gaming
  10. 10. Martin Margielax H&M• Launch: Nov 15 – Paris: Collection sold out in minutes – London: Shoppers lined up since 5am – New York: Tourists lined up day before
  11. 11. MMM x H&M: Build up to Launch: • Blogger Exclusives • “Unlock images w/ friends” via Fashion bloggers • Red Carpet/Livestream •Look Book “sneak peek”
  12. 12. Influencers: 5 Fashion Bloggersw/exclusivesConsumers: Build excitement Peek behind the scenes Celebrities Involve friends Giveaways …
  13. 13. Engaging: @DKNY•Fun•Personal•Accessible•Behind the Scenes•Community
  14. 14. Engaging: DKNY Fashioncast • Front row Experience • Community • Real Time
  15. 15. Personal: (Kate Spade: Tumblr ) Multi- PlatformInside View
  16. 16. Leverage: Newsfeed (But use an App)Facebook:Converse: 31 million“likes”Burberry: 14 millionfans… what’s a fan worth?
  17. 17. Visual: Tumblr (Oscar)• Rich Content• Branded• Multi Platform• Top of Mind
  18. 18. Pinterest: PinterestGrowing driver ofTraffic to RetailSites
  19. 19. Chanel + MarilynBranding:(385K views Day 1)
  20. 20. Website Integration
  21. 21. Future => Mobile• +200% increase in mobile visits to websites• Mobile = 25% page views• Mobile = 20% web sales (vs. 5% YAG)
  22. 22. Instagram: The Next Big Platform
  23. 23. Instagram • 18% Penetration • 67% under the Age of 34 • Use more often … growing
  24. 24. FashionNight Out:Digital meetsBricks and Mortar
  25. 25. Location Based: Foursquare “ … I was one of the First four to unlock the Marc Jacobs badge …”
  26. 26. Mobile App: Hautelook (Nordstrom) 9MM members: Daily engagement: Millenials, 30 yrs., $75K
  27. 27. Mobile App: Tiffany Goal: Lifetime Customer
  28. 28. Social Commerce
  29. 29. Growth in Digital $$$ Will Triple Over next 5 years
  30. 30. Where Would You Like To Be in 6 Months?How Can Social Media to Achieve YOUR Goals?
  31. 31. 3. Personal Branding VS.
  32. 32. ** Erin’s case study here:http://www.businessesgrow.com/2012/10/04/case-study-using-social-influence-to-build-a-personal-brand/
  33. 33. Julie S.Asst. Merchandiser, Ann Taylor LOFT (B.A., 2010)
  34. 34. Pratt, 2012
  35. 35. Blog: TUMBLRTwitter: Influencer OutreachFacebook: Reach, Top of Mind
  36. 36. Your Career: Turn SM Tools => Opportunities Listen … Engage … => Be Helpful
  37. 37. Who Are Your “Influencers”?
  38. 38. What’s Appropriate
  39. 39. SUMMARY: THREE IDEAS … 1. Strategy, Not Tactics 2. WIIFM* * (What’s In It For Me) 3. Brand “YOU”
  40. 40. Connect with me!Rhonda Hurwitz …@rhondahurwitzon
  41. 41. APPENDIX
  42. 42. Rhonda Hurwitz: Background
  43. 43. Impact:
  44. 44. What Works?
  45. 45. Facebook: Best Post Type*? A: *Photos perform best
  46. 46. How to connect w the consumer across all mediums?
  47. 47. Facebook: How long*? A: *very short, or very long
  48. 48. Facebook: Grade Level*? A: * 6 - 8th grade level
  49. 49. Sentiment: Upbeat/Positive
  50. 50. What’s the Ideal Frequency of Tweets*? *A: 1x per hour (buffer them)
  51. 51. “ME, ME, ME => Fewer Followers
  52. 52. Tweets: What’s the ideal length? *A: 120 – 130 characters
  53. 53. How Often Should You Tweet? A: Tweet a lot! (up to 21x/day)
  54. 54. When Should You Post?Weekends: more blog comments …
  55. 55. Weekdays… more RT’s!
  56. 56. To get a RT, Should You include a Link?* *A: include a link
  57. 57. For Clicks, where should the link go? A: Links approx. 25% way thru
  58. 58. Do Website Pop Ups Work?*! *A: yes, they do! (from Which Test Won )

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