Social Media and Web 2.0 for Fashion

FASH325 – Spring 2012

http://bit.ly/sm-fashion-s12

Mathieu Plourde, Educational Technologist, LMS Project Leader IT-Client Support & Services

Disclaimer

• This presentation is not a recipe for success using web 2.0 technologies and social media.

• Your mileage may vary.

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Use of Technology

• Please, DO use any technology at your fingertips.

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Presentation Structure

You

Your Brand

Your Target Audience

• Local

• Distant

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DEFINING SOCIAL MEDIA

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Traditional Broadcast Media

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Credit: Stefan Domanske on Flickr

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Social Media

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Credit: Francis Chung on Flickr

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Credit: Khalid Albaih on Flickr

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© Gene Smith: http://nform.com/publications/social-software-building-block

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Social media presence

Do you have a _______ account?

• Yes.

• No.

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Social media usage

Your purpose for using social media is mostly…

• Personal.

• Professional.

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Mobile devices

Do you own a smartphone, tablet, or another web-enabled handheld device?

• Yes.

• No.

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MANAGING INCOMING INFORMATION

Information overload…

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How big is the problem?

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“It's not information overload - it's filter failure”

– Clay Shirky

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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 reader

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Remember the day the Internet almost died?

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http://www.cnn.com/2009/TECH/06/26/michael.jackson.internet/index.html

Finding relevant conversations

• Gurus in your discipline and their entourage

• Books

• Blogs

• Professional associations

• Conference and event backchannels

• #Hashtags and keywords

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London Fashion Week

• http://mashable.com/2012/02/17/london-fashion-week-fall-2012/

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Roles in communities

Leaders/ Gurus

Active Members

Lurkers

Outsiders

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Google Alerts

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http://www.google.com/alerts

Consume the social web

• Create a custom online newspaper that scouts the social web for you.

• http://paper.li

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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

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Attribution: jrhode on Flickr.com

STORING AND RETRIEVING INFORMATION

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Storing and retrieving

I can retrieve relevant information I was exposed to in the last month.

• Yes.

• No.

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Social bookmarking: Diigo

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Can you imagine having 5,000 bookmarks in your browser?

Browser Add-On

http://www.diigo.com

Evernote

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• Personal note-taking application.

• Syncs on multiple devices.

• http://www.evernote.com/

Dropbox.com

• Easy personal file storage.

• Syncs on multiple devices.

• http://www.dropbox.com

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BRANDING YOURSELF!

Sharing information, or…

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Sharing

Are you afraid of sharing your ideas online?

• Yes.

• No.

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Are you Googlable?

If someone googled your name, would they find you?

• Yes.

• No.

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Are you employable?

If someone found your social media profile, would they consider you a potential candidate?

• Yes.

• No.

• OMG, no way!

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Your Digital Dossier

• What you put online is what people see

• Your real permanent record

• Take charge of your own persona

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Pat Sine, Owning Your Life: http://sites.udel.edu/sine/2009/11/02/owning-your-life/

Personal landing page

Do you have a personal landing page, a URL you share to others so they can find out about you and contact you?

• Yes.

• No.

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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/

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Your profile

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Less Intrusive Than a Phone Call…

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Share your identity in

the physical world!

If Information Was Made of Light…

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EXTERNAL INFORMATION

SOURCE RECEIVED INFORMATION

FORWARDED INFORMATION

SHARED INFORMATION

STORED INFORMATION

If Information Was Made of Light…

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EXTERNAL INFORMATION

SOURCE RECEIVED INFORMATION

FORWARDED INFORMATION

SHARED INFORMATION

STORED INFORMATION

CURATION

Conversational Spaces

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PROFESSIONAL PERSONAL

Social Media Spaces

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PERSONAL PROFESSIONAL

CHOOSING THE RIGHT CHANNELS

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0

500

1000

1500

China IndiaFacebook USA

TwitterLinkedIn

Google+

Population or Sign-ups (M)

The network effect

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The role of reciprocity

Reciprocal

• Requires permission from both participants.

Non-reciprocal

• You can follow someone without them following you back.

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Top dog

The role of reciprocity

Reciprocal

• Requires permission from both participants.

Non-reciprocal

• You can follow someone without them following you back.

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My spaces

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ME

INPUT (Inbound)

OUTPUT (Outbound)

MY STORAGE

(Circa 2007)

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My sharing loop (2012)

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Openness and research

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http://www.youtube.com/watch?v=zMX3dbZrwtU

Personal Learning Networks

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Attribution: Alec Couros (courosa) on Flickr.com

Your PLN to the rescue

http://youtu.be/IZ83x2hUCP4

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LOCATION, LOCATION, LOCATION

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Social Check-In

• Foursquare

• Gowalla

• Facebook Places

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Social Deals

• Groupon

• Living Social

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Enhanced Reality

• 3D objects in real life

• Augmented reality

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http://www.boffswana.com/news/?p=392

http://www.wikitude.com/en/tour/wikitude-

world-browser

Aurasma

• http://youtu.be/GBKy-hSedg8

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Aurasma

http://social.marksandspencer.com/fashion-2/valentines-day-augmented-reality/

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Google Goggles

• http://www.google.com/mobile/goggles/

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The real Google Goggles

• http://www.dailytech.com/Report+Wearable+Android+Google+Goggles+Will+Debut+in+2012+for+Under+600/article24063.htm

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Point of Purchase

• Touchscreens

• QRCodes

• Bar codes

• Text messaging

• Social experience

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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?

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One Brand, Different Perspectives

Brand

Origin

History

Proximity Meaning

Personal Stories

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STICKY MESSAGES

Communication Challenges

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The SUCCESs Method

• Simplicity

• Unexpectedness

• Concreteness

• Credibility

• Emotional

• Stories

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“There is only one situation I can think of in which men and women make an effort to read better than

they usually do. It is when they are in love and reading a love letter.”

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Mortimer Adler, American Philosopher http://www.brainyquote.com/quotes/authors/m/mortimer_adler_2.html

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)

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AUDIENCE CONCERNS

Finding Value

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What’s Your Metric?

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Visitors

Hits on your Website

Revenue/ Donations

Actions

Web Presence and Metrics

• Web publishing platforms:

• Google Sites

• Wordpress, Drupal

• Youtube, Flickr, Slideshare, Ustream, etc.

• Metrics:

• URL shorteners (Bit.ly)

• Google Analytics

• Klout

• Surveys

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The AIDA Model

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Awareness

Interest

Desire

Action

Brand Presence

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Web Site Social

Media

Web Site vs. Social Media

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Web Site

+ Social Media

+ Local

Jeremiah Owyang, Making your Corporate Website Relevant:

http://www.slideshare.net/jeremiah_owyang/making-your-corporate-website-relevant

Your brand is your organizational

persona. Make it consistent and

connected!

Crowdsourcing

• Conversations are happening

• Pay attention

• Engage

• You don’t have to do it all by yourself

• Create and leverage testimonials

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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-s12

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