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Social Media
Teddy Lord and Liz Leinbach

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What is Social Media?
“Social media is the collective of online
communications channels dedicated to
community-based
input, interaction, content-sharing and
collaboration.”

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Every Minute of the Day:

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Types of Social Media
 Forums
 Micro Blogging
 Social Networking
 Social Curating

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Consumer Data

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Trends in Social Media Marketing
Making the switch from traditional to social
media
 “According to a survey of 468 U.S.-based chief
marketing executives… social media’s share of
marketing budgets, about 8.4% percent of the
total spend now, is expected to rise to 11.5% in
the next year and grow steadily to about 21.6%
over the next five years.”- WWD
 “Prediction of a 2.7% drop in traditional
advertising over the next year”-WWD

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Social Media In Fashion Marketing
Goal of social media: interact not broadcast
 Engagement is KEY
Fashion and Social Media go hand in hand
 Reversal of roles in dictating trends

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 Type: Social Networking
 A social networking service site
 Launched in February 2004
 Now boasts over 1 billion users

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& Fashion
 Fashion companies and brands can launch several different
types of ads
 Able to customize the demographic that their ads reach
 They create their own Facebook pages to promote products
and styles

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 Advertised a new line of "natural luxe" makeup in 2011
 Urged viewers to go to their Facebook page
 The line was very successful and their page became much
more popular
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 Integrated Facebook ads into its
market strategy
 Offered free samples through
their own page
 Saw instant results
 Gave away 25,000 samples in 3
days

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 Type: Social Curating
 “Humans process visual information much faster than
we process text.”-WSJ

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 “The best thing on the business side about Pinterest is
that it makes it so easy for brands to humanize their
companies.”

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 Type: Micro Blogging
 A real-time interconnected information network
 Launched in July 2006
 Now boasts over 500 million users

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& Fashion
 Fashion companies, designers and brands are able to be
“followed”
 They tweet announcements and things relevant to their
marketing strategies
 Offers the most “instant” form of marketing
 “Customers can feel like they are part of the brand’s extended
family, and therefore the brand itself, while the interactive
element further deepens that relationship” -Alex Bolen, chief executive officer
of Oscar de la Renta.

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& Charlotte Ronson
 Fashion designer based in NYC that uses Twitter
 Successful in gaining attention and new customers
 10% of traffic on her retail site originates on Twitter
 93% are new visitors

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 Type: Visual Social Networking
 Brands can create personal
profiles and upload photos of
products or ones that relate to
their brand image

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Luxury brands including
Gucci, Burberry, and
Tiffany& Co. are widespread
on Instagram

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 In 2012, Levi launched a Instagram
campaign to cast their next models
for their new September Ads
 #IAMLEVIS
“The new Levi’s collection was designed
with you in mind. And we would like you
to represent it”

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Pros of Social Media
 Large reach
 High frequency
 Immediacy
 Cheap
 Measurable feedback
 Creating transparency

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The Cons
 Too focused on “immediacy”
 Can lead to some marketing
disasters that are in plain view of
the public
 Some companies can over-do it
and become overbearing
 Lack of feedback control

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& Social Media
 “The viral marketing capabilities of re-
tweeting by a targeted group is
something an advertising budget
cannot buy.”- reps of DvF
 In 2010, DvF pushed for a greater
social media presence
 On Twitter and FB
 DvF the Blog
 Results: Online traffic to their
home site increased 13% along
with sales

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& Social Media
 Creating a “Buzz”
 YoutTube page has categories including
 H&M Conscious
 H&M Life- Fashion Inspiration
 David Beckham Bodywear for H&M
 H&M Fashion Events
 H&M Campagins
 H&M Guest Designers Collaborations

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What’s Next for Social Media??
F-Commerce
 It can be defined as any sale that takes place on Facebook with
the help of applications on Facebook business pages
 Great way for fashion companies to increase sales
 IF they execute it correctly
 Only 26% of consumers think Facebook storefronts are secure
against fraud
 Analysts say F-Commerce will become a $30 billion industry by
2015

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F- Commerce

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What’s Next??? Social Care
 Customer service through social media
 “Today’s customers choose when and where they voice their
questions, issues and complaints. They don’t care if a company
is set up to answer customer questions on Facebook, or if it
has an actual Twitter handle for customer service.”- Gadi BenMark,
VP of NM Incite’s Advisory division

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Bibliography
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 Rouse, Margaret. "Personal Computing Glossary: Social Media." Whatis.com. N.p., n.d. Web. 24 Mar. 2013.
<http://whatis.techtarget.com/definition/social-media>.
 Strugatz, Rachel. "Social Media's Impact on Spring." Women's Wear Daily. N.p., 12 Nov. 2012. Web. 21 Mar. 2013.
<http://www.wwd.com/accessories-news/footwear/social-medias-impact-on-spring-6480704>.
 Naughton, Julie. "FIT Panels Discuss Evolving Digital Landscape." Women's Wear Daily. N.p., 7 Mar. 2013. Web. 21 Mar.
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 Carr, Kelby. "Top Five Pinterest Business Etiquette Mistakes Brands Make." Fourth Source. N.p., 20 Mar. 2013. Web. 22
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13547>.
 Karr, Arnold J. "Social Media Set to Quicken Marketing Pace." Women's Wear Daily, 27 Feb. 2013. Web. 21 Mar. 2013.
<http://www.wwd.com/retail-news/trends-analysis/social-media-set-to-quicken-marketing-pace-6807746>.
 Prabhakar, Hitha. "How the Fashion Industry is Embracing Social Media." Mashable. N.p., 13 Feb. 2012. Web. 24 Mar.
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 Bacon, Jason. "Impact of Social Media on Marketing Industry." Fourth Source. N.p., 23 Aug. 2011. Web. 22 Mar. 2013.
<http://www.fourthsource.com/social-media/impact-of-social-media-on-marketing-industry-3515>.
 Lockwood, Lisa. "Consumers Turn to Social Media for Customer Service." Women's Wear Daily. N.p., 26 Oct. 2012. Web.
21 Mar. 2013. <http://www.wwd.com/media-news/digital/consumers-turn-to-social-media-for-customer-service-6455590
>.