How to create an online Publishing Strategy for a fashion brand? What channels do you choose for social media? And how do you measure your Goals?

1. Digital Fashion Editorials
Kirsten Jassies @kirst_enj blog JUSTK.nl

2. > 18.000 volgers
Personal branding:
who am I ?

3. Happy with the results?
GOOGLE je naam…
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Google your name or that of your brand

4. Content Publishing Plan
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1. Who are you?
2. What do you want to achieve? (make it SMART)
3. Decide on channels
4. Contentcreatie or curatie, SEO or Social,
5. Editorial Planning
6. Spread your Content across channels (marketing)
7. Engagement, conversation
8. Monitor, plan, analyse (tools)
9. Rank Results, pivot your strategy

5. Stap 1 The WHY
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6. Stap 2: Decide on Goals
 MARKETING
Content marketing
Monitoring Brand
 Sentiment tracking / Insights
Brand awareness
Brand loyalty
Traffic site
Social currency
Influencers
 SERVICE
Inform
 Service
Webcare
 PRODUCT
Productdevelopment
 Cocreation
 SALES
Commerce
Lead generation
Sales
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7. Stap 3: Choose Channels
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8. Stap 4: contentcreation or curation, SEO or Social
editorial planning
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> discover and share

10. Stap 5: conversation
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11. Stap 6: monitor, plan, analyse (tools)
-
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> analytics tools

13. Stap 7: Measuring results, pivot your strategy
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Biggest online channels to show yourself and your bran
1. BLOGGEN
2. FACEBOOK
3. LINKEDIN
4. TWITTER
5. INSTAGRAM
6. PINTEREST
7. VIDEO
8. SNAPCHAT

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But don’t also forget
1. Live-streaming (periscope, youtube, facebook)
2. Webinars / video-shows (Blab, Google hang-out)
3. Virtual Reality app (for Occulus rift)

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1. BLOGGING
UNIQUE
• You own it
• Long form, short form, any form

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2. INSTAGRAM 2. FACEBOOK
8 out 10 grown upas are on Facebook
• Create a PAGE
Your fans are very valuable, they choose to follow you
• You can see exactly who they are (insights)
• 1-on-1 contact with fans
• People talk to brands and vice versa, high engagament
• Advertising can work really well

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2. INSTAGRAM 4. TWITTER
• Breaking news, Realtime, friends,
Direct contact with thought leaders,
(potential) customers, colleagues and
competitors
• Perfect netwerktool
• Easy to ask questions and get answers
• A CEO who is on twitter is more
reliable than a brand or a corporate
account.

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2. INSTAGRAM 5. INSTAGRAM
Unique
• Telling your visual story, in a certain order
High engagement
• Building a community

20. Hello Instagram!
• Instagram (2010) bought by Facebook in
2012
• 400 million users
• >2 million Dutch accounts
• 80 million pics daily, 2,8 billion likes
• 75% all US brands are there
• 64% female, 36% men
• 73% millennials (15 -35)
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21.  Visual Storytelling: what’s your story?
Straal met je foto’s een eenheid uit, vertel een consistent verhaal
 Follow relevant people, start a conversation, use hashtags
 Make it part of your overall marketing strategy
 Set Goals like:
Awareness, communication and branding, explain product and features,
engagement, communitybuilding, leads and even sales.
Make your goals measurable and SMART by:
- using specific hashtags
- analyse with pikore.com
(check your love-, talk- and spreadrate)
- sell product via tools like Like2Buy, creating a specific landignspage
or write down your phonenumber in your profiletext
 Execute Strategy > who;s going to do it, with what tools, create contentplanning, connect
with influencers.
Instagram Strategie
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24. 4. Visueel 3: YOUTUBE
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6. PINTEREST
UNIQUE
• Beautiful images
• Traffic to your website
• Possible golden combination with your webshop

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Pinterest
Online contentdiscovery platform
with personal moodboards.
2 million Dutch users,
261k dagelijks
100 millionactive users worlwide
(almost 2 million in total). Brands
like GE, Nordstrom, Zappos,
Etsy, FAB, VIVA. Traffic-driver for
websites with a lot of images like
interior or culinary magazines.
80% female.

26.  Pin the most beautiful images of your products and content from
your own website. They have to stand out.
 Create different pinboards, pin a couple of times a day, take
care of good copywriting and words en invite people for
collective pinboards.
 Create goals like:
Branding, communication, becoming a thought leader,
traffic to website, sales.
 Make your goals SMART by
- Creating a business account and analyze your stats.
- Measure and analyse traffic from Pinterest to your website and
optimize.
Pinterest Strategie
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27. 4. Visueel 3: YOUTUBE
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7. YOUTUBE (and video)
UNIEKE EIGENSCHAPPEN
• Highest engagement
• Format of the future

28. 4. Visueel 3: YOUTUBE
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7. VIDEO
• Over 6 billion hours of video is monthly
• Everyminute 100 hours of video is being uploaded
According to Nielsen Youtube reaches more people between 18-34 that every other tv-channels
• Everyday millions subscribe to Youtube channels.
The number of subscriptions is three times higher than last year.

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SNAPCHAT
- Snapchat’s core philosophy is
“delete is our default.”
- 100 million daily users
- Best content: behind-the-
scenes, humor, slice-of-life,
VIP (especially for fans)
- Content LIVE & Discovery
Platform
8. SNAPCHAT

30. Questions?
social: @kirst_enj
blog: justK.nl
Slideshare.net/justkirsten
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