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Social Media Strategy for the Fashion Industry

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Rhonda Hurwitz
Rhonda Hurwitz

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 Strategies for the Fashion Industry HMR Marketing Solutions November 30, 2012
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
Themes 1. Marketing: Strategy, Not Tactics 2. WIIFM* * (What’s In It For Me) 3. Brand “YOU”
1. Strategy Before Tactics
Tesco (South Korea)
Norma Kamali
1. WIIFM*!!!… WIIFM… * WIIFM: What’s in it for me?
Bergdorf Goodman 174,000 fans
Social Media: Game Change! • Culture Shift – Connected 24/7 – Influence Then: $$$ Now: Anyone … Julia Bluhm, 14 • Engagement – Conversation, WOM – Targeting … Tribes – Influence – Real Time • (NY Fashion Wk. etc.) – Trends: Social Commerce, Mobile, Social Gaming
Martin Margielax H&M • Launch: Nov 15 – Paris: Collection sold out in minutes – London: Shoppers lined up since 5am – New York: Tourists lined up day before
MMM x H&M: Build up to Launch: • Blogger Exclusives • “Unlock images w/ friends” via Fashion bloggers • Red Carpet/Livestream •Look Book “sneak peek”
Influencers: 5 Fashion Bloggers w/exclusives Consumers: Build excitement Peek behind the scenes Celebrities Involve friends Giveaways …
Engaging: @DKNY •Fun •Personal •Accessible •Behind the Scenes •Community
Engaging: DKNY Fashioncast • Front row Experience • Community • Real Time
Personal: (Kate Spade: Tumblr ) Multi- Platform Inside View
Leverage: Newsfeed (But use an App) Facebook: Converse: 31 million “likes” Burberry: 14 million fans … what’s a fan worth?
Visual: Tumblr (Oscar) • Rich Content • Branded • Multi Platform • Top of Mind
Pinterest: Pinterest Growing driver of Traffic to Retail Sites
Chanel + Marilyn Branding: (385K views Day 1)
Website Integration
Future => Mobile • +200% increase in mobile visits to websites • Mobile = 25% page views • Mobile = 20% web sales (vs. 5% YAG)
Instagram: The Next Big Platform
Instagram • 18% Penetration • 67% under the Age of 34 • Use more often … growing
Fashion Night Out: Digital meets Bricks and Mortar
Location Based: Foursquare “ … I was one of the First four to unlock the Marc Jacobs badge …”
Mobile App: Hautelook (Nordstrom) 9MM members: Daily engagement: Millenials, 30 yrs., $75K
Mobile App: Tiffany Goal: Lifetime Customer
Social Commerce
Growth in Digital $$$ Will Triple Over next 5 years
Where Would You Like To Be in 6 Months? How Can Social Media to Achieve YOUR Goals?
3. Personal Branding VS.
* * Erin’s case study here: http://www.businessesgrow.com/2012/10/04/case-study-using-social-influence-to-build-a-personal-brand/
Julie S. Asst. Merchandiser, Ann Taylor LOFT (B.A., 2010)
Pratt, 2012
Blog: TUMBLR Twitter: Influencer Outreach Facebook: Reach, Top of Mind
Your Career: Turn SM Tools => Opportunities Listen … Engage … => Be Helpful
Who Are Your “Influencers”?
What’s Appropriate
SUMMARY: THREE IDEAS … 1. Strategy, Not Tactics 2. WIIFM* * (What’s In It For Me) 3. Brand “YOU”
Connect with me! Rhonda Hurwitz … @rhondahurwitzon
APPENDIX
Rhonda Hurwitz: Background
Impact:
What Works?
Facebook: Best Post Type*? A: *Photos perform best
How to connect w the consumer across all mediums?
Facebook: How long*? A: *very short, or very long
Facebook: Grade Level*? A: * 6 - 8th grade level
Sentiment: Upbeat/Positive
What’s the Ideal Frequency of Tweets*? *A: 1x per hour (buffer them)
“ME, ME, ME => Fewer Followers
Tweets: What’s the ideal length? *A: 120 – 130 characters
How Often Should You Tweet? A: Tweet a lot! (up to 21x/day)
When Should You Post? Weekends: more blog comments …
Weekdays… more RT’s!
To get a RT, Should You include a Link?* *A: include a link
For Clicks, where should the link go? A: Links approx. 25% way thru
Do Website Pop Ups Work?*! *A: yes, they do! (from Which Test Won )

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