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.

1. Social Media Strategies for the Fashion Industry
HMR Marketing Solutions November 30, 2012

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. Themes
1. Marketing:
Strategy, Not Tactics
2. WIIFM*
* (What’s In It For Me)
3. Brand “YOU”

4. 1. Strategy Before Tactics

6. Tesco (South Korea)

7. Norma Kamali

8. 1. WIIFM*!!!…
WIIFM…
* WIIFM:
What’s in it
for me?

9. Bergdorf
Goodman
174,000 fans

10. 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

11. 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

12. MMM x H&M:
Build up to Launch:
• Blogger Exclusives
• “Unlock images w/ friends”
via Fashion bloggers
• Red Carpet/Livestream
•Look Book “sneak peek”

14. Influencers:
5 Fashion Bloggers
w/exclusives
Consumers:
Build excitement
Peek behind the scenes
Celebrities
Involve friends
Giveaways …

15. Engaging: @DKNY
•Fun
•Personal
•Accessible
•Behind the Scenes
•Community

17. Engaging: DKNY Fashioncast
• Front row
Experience
• Community
• Real Time

18. Personal: (Kate Spade: Tumblr )
Multi-
Platform
Inside View

19. Leverage: Newsfeed
(But use an App)
Facebook:
Converse: 31 million
“likes”
Burberry: 14 million
fans
… what’s a fan worth?

20. Visual: Tumblr (Oscar)
• Rich Content
• Branded
• Multi Platform
• Top of Mind

21. Pinterest:
Pinterest
Growing driver of
Traffic to Retail
Sites

22. Chanel + Marilyn
Branding:
(385K views Day 1)

23. Website Integration

24. Future => Mobile
• +200% increase in mobile
visits to websites
• Mobile = 25% page views
• Mobile = 20% web sales
(vs. 5% YAG)

25. Instagram: The Next Big Platform

26. Instagram
• 18% Penetration
• 67% under the
Age of 34
• Use more often
… growing

27. Fashion
Night Out:
Digital meets
Bricks and Mortar

28. Location Based: Foursquare
“ … I was one of
the First four to
unlock the Marc
Jacobs badge …”

29. Mobile App: Hautelook (Nordstrom)
9MM members: Daily engagement: Millenials, 30 yrs., $75K

30. Mobile App: Tiffany Goal: Lifetime
Customer

31. Social Commerce

32. Growth in Digital $$$
Will
Triple
Over next
5 years

33. Where Would You Like To Be
in 6 Months?
How Can Social Media to Achieve YOUR Goals?

34. 3. Personal Branding
VS.

35. *
* Erin’s case study here:
http://www.businessesgrow.com/2012/10/04/case-study-using-social-influence-to-build-a-personal-brand/

37. Julie S.
Asst. Merchandiser,
Ann Taylor LOFT
(B.A., 2010)

39. Pratt, 2012

40. Blog: TUMBLR
Twitter: Influencer Outreach
Facebook: Reach, Top of Mind

41. Your Career: Turn SM Tools =>
Opportunities
Listen … Engage …
=> Be Helpful

42. Who Are Your “Influencers”?

43. What’s Appropriate

44. SUMMARY: THREE IDEAS …
1. Strategy, Not Tactics
2. WIIFM*
* (What’s In It For Me)
3. Brand “YOU”

45. Connect with me!
Rhonda Hurwitz …
@rhondahurwitzon

46. APPENDIX

47. Rhonda Hurwitz: Background

49. Impact:

50. What Works?

51. Facebook: Best Post Type*?
A: *Photos perform best

52. How to connect w the consumer
across all mediums?

53. Facebook: How long*?
A: *very short, or very long

54. Facebook: Grade Level*?
A: * 6 - 8th grade level

55. Sentiment: Upbeat/Positive

56. What’s the Ideal Frequency of Tweets*?
*A: 1x per hour (buffer them)

57. “ME, ME, ME => Fewer Followers

58. Tweets: What’s the ideal length?
*A: 120 – 130 characters

59. How Often Should You Tweet?
A: Tweet a lot! (up to 21x/day)

60. When Should You Post?
Weekends: more blog comments …

61. Weekdays… more RT’s!

62. To get a RT, Should You include a Link?*
*A: include a link

63. For Clicks, where should the link go?
A: Links approx. 25% way thru

64. Do Website Pop Ups Work?*!
*A: yes, they do! (from Which Test Won )