Social Media and Web 2.0 for Fashion                    FASH325 – Spring 2012          http://bit.ly/sm-fashion-s12Mathieu...
Disclaimer       • This presentation is not a recipe for         success using web 2.0 technologies and         social med...
Use of Technology• Please, DO use any technology at your fingertips.2-23-2012        Social Media and Web 2.0 for Fashion ...
Presentation Structure                                                                     You                            ...
DEFINING SOCIAL MEDIA2-23-2012           Social Media and Web 2.0 for Fashion - M. Plourde   5
Traditional Broadcast Media                                                                Credit: Stefan Domanske on Flic...
Social Media                                                                Credit: Francis Chung on Flickr            Soc...
Credit: Khalid Albaih on Flickr2-23-2012   Social Media and Web 2.0 for Fashion - M. Plourde                              ...
© Gene Smith: http://nform.com/publications/social-software-building-block2-23-2012                       Social Media and...
Social media presenceDo you have a _______ account?      •     Yes.      •     No.2-23-2012              Social Media and ...
Social media usageYour purpose for using social media ismostly…      •     Personal.      •     Professional.2-23-2012    ...
Mobile devicesDo you own a smartphone, tablet, or anotherweb-enabled handheld device?      •     Yes.      •     No.2-23-2...
Information overload…            MANAGING INCOMING            INFORMATION2-23-2012                           Social Media ...
How big is the problem?2-23-2012        Social Media and Web 2.0 for Fashion - M. Plourde   14
“Its not information overload - its filter failure”         – Clay Shirky2-23-2012   Social Media and Web 2.0 for Fashion ...
Don’t be a slave to email!• Apply the Getting Things Done process to your  inbox.• Use filters, tags, and folders.• Unsubs...
Remember the day                       the Internet almost died?            http://www.cnn.com/2009/TECH/06/26/michael.jac...
Finding relevant conversations•    Gurus in your discipline and their entourage•    Books•    Blogs•    Professional assoc...
London Fashion Week• http://mashable.com/2012/02/17/london-  fashion-week-fall-2012/2-23-2012       Social Media and Web 2...
Roles in communities                                                                    Leaders/                          ...
Google Alerts            http://www.google.com/alerts2-23-2012         Social Media and Web 2.0 for Fashion - M. Plourde  ...
Consume the social web• Create a custom online newspaper that scouts  the social web for you.• http://paper.li2-23-2012   ...
Google Reader and                        Really Simple Syndication (RSS)                                      • Almost eve...
STORING AND RETRIEVING            INFORMATION2-23-2012           Social Media and Web 2.0 for Fashion - M. Plourde   24
Storing and retrievingI can retrieve relevant information I wasexposed to in the last month.      •     Yes.      •     No...
Social bookmarking: Diigo                                                          http://www.diigo.comBrowser Add-       ...
Evernote• Personal note-taking application.• Syncs on multiple devices.• http://www.evernote.com/2-23-2012        Social M...
Dropbox.com• Easy personal file storage.• Syncs on multiple devices.• http://www.dropbox.com2-23-2012         Social Media...
Sharing information, or…            BRANDING YOURSELF!2-23-2012                         Social Media and Web 2.0 for Fashi...
SharingAre you afraid of sharing your ideas online?      •     Yes.      •     No.2-23-2012          Social Media and Web ...
Are you Googlable?If someone googled your name, would theyfind you?      •     Yes.      •     No.2-23-2012             So...
Are you employable?If someone found your social media profile,would they consider you a potentialcandidate?      •     Yes...
Your Digital Dossier• What you put online is what people see• Your real permanent record• Take charge of your own persona ...
Personal landing pageDo you have a personal landing page, a URLyou share to others so they can find outabout you and conta...
Your personal landing page• What do you want people to know about your  professional self?       •    Who’s your audience?...
Your profile2-23-2012   Social Media and Web 2.0 for Fashion - M. Plourde   36
Less Intrusive Than a Phone Call…                                                                       Share your        ...
If Information Was Made of Light…                                                           EXTERNAL                      ...
If Information Was Made of Light…                                                           EXTERNAL                      ...
Conversational Spaces            PERSONAL                                        PROFESSIONAL2-23-2012              Social...
Social Media Spaces            PERSONAL                                        PROFESSIONAL2-23-2012              Social M...
CHOOSING THE RIGHT            CHANNELS2-23-2012           Social Media and Web 2.0 for Fashion - M. Plourde   42
The network effect                                Population or Sign-ups (M) 1500  1000    500            0               ...
The role of reciprocity            Reciprocal                                 Non-reciprocal     • Requires permission    ...
The role of reciprocity            Reciprocal                                 Non-reciprocal     • Requires permission    ...
My spaces2-23-2012   Social Media and Web 2.0 for Fashion - M. Plourde   46
INPUT                                                              OUTPUT(Inbound)                                        ...
My sharing loop (2012)2-23-2012        Social Media and Web 2.0 for Fashion - M. Plourde   48
Openness and research            http://www.youtube.com/watch?v=zMX3dbZrwtU2-23-2012            Social Media and Web 2.0 f...
Personal Learning Networks                  Attribution: Alec Couros (courosa) on Flickr.com2-23-2012           Social Med...
Your PLN to the rescue            http://youtu.be/IZ83x2hUCP42-23-2012         Social Media and Web 2.0 for Fashion - M. P...
LOCATION, LOCATION,            LOCATION2-23-2012            Social Media and Web 2.0 for Fashion - M. Plourde   52
Social Check-In• Foursquare• Gowalla• Facebook Places2-23-2012       Social Media and Web 2.0 for Fashion - M. Plourde   53
Social Deals• Groupon• Living Social2-23-2012         Social Media and Web 2.0 for Fashion - M. Plourde   54
Enhanced Reality• 3D objects in real life                                                           • Augmented realityhtt...
Aurasma            • http://youtu.be/GBKy-hSedg82-23-2012          Social Media and Web 2.0 for Fashion - M. Plourde   56
Aurasma            http://social.marksandspencer.com/fashion-                2/valentines-day-augmented-reality/2-23-2012 ...
Google Goggles• http://www.google.com/mobile/goggles/2-23-2012       Social Media and Web 2.0 for Fashion - M. Plourde   58
The real Google Goggles• http://www.dailytech.com/Report+Wearable+An  droid+Google+Goggles+Will+Debut+in+2012+for  +Under+...
Point of Purchase                                            •     Touchscreens                                           ...
Prompts• What kind of information are shoppers  interested in?• How can you deliver an enhanced experience?• Can you lever...
One Brand, Different Perspectives                                              Origin                 Personal            ...
Communication Challenges            STICKY MESSAGES2-23-2012                       Social Media and Web 2.0 for Fashion - ...
The SUCCESs Method•    Simplicity•    Unexpectedness•    Concreteness•    Credibility•    Emotional•    Stories2-23-2012  ...
“There is only one situation I can  think of in which men and women make an effort to read better thanthey usually do. It ...
Tweetbites• Make your content easy to share• Use widgets to Like, +1• Twitter: leave room to retweet       • 140 character...
Finding Value            AUDIENCE CONCERNS2-23-2012                   Social Media and Web 2.0 for Fashion - M. Plourde   67
What’s Your Metric?            Visitors                               Revenue/                                            ...
Web Presence and Metrics• Web publishing platforms:       • Google Sites       • Wordpress, Drupal       • Youtube, Flickr...
The AIDA Model                                                                              Action                        ...
Brand Presence                                                                       Social            Web Site           ...
Web Site vs. Social Media          Web Site                                                                               ...
Crowdsourcing•    Conversations are happening•    Pay attention•    Engage•    You don’t have to do it all by yourself•   ...
Thank You!• Questions, Comments?• Mathieu Plourde  Educational Technologist, LMS Project Leader  IT Client Support & Servi...
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2 23 2012 Social media and web 2.0 for fashion

  1. 1. Social Media and Web 2.0 for Fashion FASH325 – Spring 2012 http://bit.ly/sm-fashion-s12Mathieu Plourde, Educational Technologist, LMS Project Leader IT-Client Support & Services
  2. 2. Disclaimer • This presentation is not a recipe for success using web 2.0 technologies and social media. • Your mileage may vary.2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 2
  3. 3. Use of Technology• Please, DO use any technology at your fingertips.2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 3
  4. 4. Presentation Structure You Your Brand Your Target Audience • Local • Distant2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 4
  5. 5. DEFINING SOCIAL MEDIA2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 5
  6. 6. Traditional Broadcast Media Credit: Stefan Domanske on Flickr Social Media and Web 2.0 for Fashion - M. Plourde2-23-20126
  7. 7. Social Media Credit: Francis Chung on Flickr Social Media and Web 2.0 for Fashion - M. Plourde2-23-20127
  8. 8. Credit: Khalid Albaih on Flickr2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 8
  9. 9. © Gene Smith: http://nform.com/publications/social-software-building-block2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 9
  10. 10. Social media presenceDo you have a _______ account? • Yes. • No.2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 10
  11. 11. Social media usageYour purpose for using social media ismostly… • Personal. • Professional.2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 11
  12. 12. Mobile devicesDo you own a smartphone, tablet, or anotherweb-enabled handheld device? • Yes. • No.2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 12
  13. 13. Information overload… MANAGING INCOMING INFORMATION2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 13
  14. 14. How big is the problem?2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 14
  15. 15. “Its not information overload - its filter failure” – Clay Shirky2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 15
  16. 16. Don’t be a slave to email!• Apply the Getting Things Done process to your inbox.• Use filters, tags, and folders.• Unsubscribe.• Move message you’re not required to take action upon to another space. • Separate email account • RSS reader2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 16
  17. 17. Remember the day the Internet almost died? http://www.cnn.com/2009/TECH/06/26/michael.jackson.internet/index.html2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 17
  18. 18. Finding relevant conversations• Gurus in your discipline and their entourage• Books• Blogs• Professional associations• Conference and event backchannels• #Hashtags and keywords2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 18
  19. 19. London Fashion Week• http://mashable.com/2012/02/17/london- fashion-week-fall-2012/2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 19
  20. 20. Roles in communities Leaders/ Gurus Active Members Lurkers Outsiders2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 20
  21. 21. Google Alerts http://www.google.com/alerts2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 21
  22. 22. Consume the social web• Create a custom online newspaper that scouts the social web for you.• http://paper.li2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 22
  23. 23. Google Reader and Really Simple Syndication (RSS) • Almost every web site generates a RSS feed nowadays… • You get a notification when there is something new. • http://www.google.com/reader Attribution: jrhode on Flickr.com2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 23
  24. 24. STORING AND RETRIEVING INFORMATION2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 24
  25. 25. Storing and retrievingI can retrieve relevant information I wasexposed to in the last month. • Yes. • No.2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 25
  26. 26. Social bookmarking: Diigo http://www.diigo.comBrowser Add- Can you imagine having 5,000 bookmarks On in your browser?2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 26
  27. 27. Evernote• Personal note-taking application.• Syncs on multiple devices.• http://www.evernote.com/2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 27
  28. 28. Dropbox.com• Easy personal file storage.• Syncs on multiple devices.• http://www.dropbox.com2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 28
  29. 29. Sharing information, or… BRANDING YOURSELF!2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 29
  30. 30. SharingAre you afraid of sharing your ideas online? • Yes. • No.2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 30
  31. 31. Are you Googlable?If someone googled your name, would theyfind you? • Yes. • No.2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 31
  32. 32. Are you employable?If someone found your social media profile,would they consider you a potentialcandidate? • Yes. • No. • OMG, no way!2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 32
  33. 33. Your Digital Dossier• What you put online is what people see• Your real permanent record• Take charge of your own persona Pat Sine, Owning Your Life: http://sites.udel.edu/sine/2009/11/02/owning-your-life/2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 33
  34. 34. Personal landing pageDo you have a personal landing page, a URLyou share to others so they can find outabout you and contact you? • Yes. • No.2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 34
  35. 35. Your personal landing page• What do you want people to know about your professional self? • Who’s your audience? • Where should such a page be hosted? • What do you expect from connections? • What should they expect from you?• Example: • http://mathplourde.wordpress.com/about/2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 35
  36. 36. Your profile2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 36
  37. 37. Less Intrusive Than a Phone Call… Share your identity in the physical world!2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 37
  38. 38. If Information Was Made of Light… EXTERNAL INFORMATION RECEIVED SOURCE INFORMATION FORWARDED INFORMATION STORED INFORMATION SHARED INFORMATION2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 38
  39. 39. If Information Was Made of Light… EXTERNAL INFORMATION RECEIVED SOURCE INFORMATION CURATION FORWARDED INFORMATION STORED INFORMATION SHARED INFORMATION2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 39
  40. 40. Conversational Spaces PERSONAL PROFESSIONAL2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 40
  41. 41. Social Media Spaces PERSONAL PROFESSIONAL2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 41
  42. 42. CHOOSING THE RIGHT CHANNELS2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 42
  43. 43. The network effect Population or Sign-ups (M) 1500 1000 500 0 China India Facebook USA Twitter LinkedIn Google+2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 43
  44. 44. The role of reciprocity Reciprocal Non-reciprocal • Requires permission • You can follow someone from both participants. without them following you back. Top dog2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 44
  45. 45. The role of reciprocity Reciprocal Non-reciprocal • Requires permission • You can follow someone from both participants. without them following you back.2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 45
  46. 46. My spaces2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 46
  47. 47. INPUT OUTPUT(Inbound) (Outbound) ME (Circa 2007) MY STORAGE2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 47
  48. 48. My sharing loop (2012)2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 48
  49. 49. Openness and research http://www.youtube.com/watch?v=zMX3dbZrwtU2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 49
  50. 50. Personal Learning Networks Attribution: Alec Couros (courosa) on Flickr.com2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 50
  51. 51. Your PLN to the rescue http://youtu.be/IZ83x2hUCP42-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 51
  52. 52. LOCATION, LOCATION, LOCATION2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 52
  53. 53. Social Check-In• Foursquare• Gowalla• Facebook Places2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 53
  54. 54. Social Deals• Groupon• Living Social2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 54
  55. 55. Enhanced Reality• 3D objects in real life • Augmented realityhttp://www.boffswana.com/news/?p=392http://www.wikitude.com/en/tour/wikitude-world-browser2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 55
  56. 56. Aurasma • http://youtu.be/GBKy-hSedg82-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 56
  57. 57. Aurasma http://social.marksandspencer.com/fashion- 2/valentines-day-augmented-reality/2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 57
  58. 58. Google Goggles• http://www.google.com/mobile/goggles/2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 58
  59. 59. The real Google Goggles• http://www.dailytech.com/Report+Wearable+An droid+Google+Goggles+Will+Debut+in+2012+for +Under+600/article24063.htm2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 59
  60. 60. Point of Purchase • Touchscreens • QRCodes • Bar codes • Text messaging • Social experience2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 60
  61. 61. Prompts• What kind of information are shoppers interested in?• How can you deliver an enhanced experience?• Can you leverage in-store and client-owned technology?• How is shopping in virtual spaces different?2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 61
  62. 62. One Brand, Different Perspectives Origin Personal History Stories Brand Meaning Proximity2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 62
  63. 63. Communication Challenges STICKY MESSAGES2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 63
  64. 64. The SUCCESs Method• Simplicity• Unexpectedness• Concreteness• Credibility• Emotional• Stories2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 64
  65. 65. “There is only one situation I can think of in which men and women make an effort to read better thanthey usually do. It is when they are in love and reading a love letter.” Mortimer Adler, American Philosopher http://www.brainyquote.com/quotes/authors/m/mortimer_adler_2.html2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 65
  66. 66. Tweetbites• Make your content easy to share• Use widgets to Like, +1• Twitter: leave room to retweet • 140 characters (-) MINUS “RT” – “space” – “@” – “handle length” – “space” (=) EQUALS Number of characters allowed• Copyright licensing (Creative Commons)2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 66
  67. 67. Finding Value AUDIENCE CONCERNS2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 67
  68. 68. What’s Your Metric? Visitors Revenue/ Donations Hits on your Actions Website2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 68
  69. 69. Web Presence and Metrics• Web publishing platforms: • Google Sites • Wordpress, Drupal • Youtube, Flickr, Slideshare, Ustream, etc.• Metrics: • URL shorteners (Bit.ly) • Google Analytics • Klout • Surveys2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 69
  70. 70. The AIDA Model Action Desire Interest Awareness2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 70
  71. 71. Brand Presence Social Web Site Media2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 71
  72. 72. Web Site vs. Social Media Web Site Your brand is your + Social Media organizational + Local persona. Make it consistent and connected! Jeremiah Owyang, Making your Corporate Website Relevant: http://www.slideshare.net/jeremiah_owyang/making-your-corporate-website-relevant2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 72
  73. 73. Crowdsourcing• Conversations are happening• Pay attention• Engage• You don’t have to do it all by yourself• Create and leverage testimonials2-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 73
  74. 74. Thank You!• Questions, Comments?• Mathieu Plourde Educational Technologist, LMS Project Leader IT Client Support & Services mathieu@udel.edu http://mathplourde.wordpress.com/about• All contents for this session: http://bit.ly/sm-fashion-s122-23-2012 Social Media and Web 2.0 for Fashion - M. Plourde 74

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