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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
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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
Social Media and Web 2.0 for Fashion - M. Plourde
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
2-23-2012
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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
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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
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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
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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
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Evernote
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• Personal note-taking application.
• Syncs on multiple devices.
• http://www.evernote.com/
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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/
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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!
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If Information Was Made of Light…
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EXTERNAL INFORMATION
SOURCE RECEIVED INFORMATION
FORWARDED INFORMATION
SHARED INFORMATION
STORED INFORMATION
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If Information Was Made of Light…
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EXTERNAL INFORMATION
SOURCE RECEIVED INFORMATION
FORWARDED INFORMATION
SHARED INFORMATION
STORED INFORMATION
CURATION
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Conversational Spaces
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PROFESSIONAL PERSONAL
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Social Media Spaces
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PERSONAL PROFESSIONAL
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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
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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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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
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Personal Learning Networks
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Attribution: Alec Couros (courosa) on Flickr.com
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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
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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
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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
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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
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Brand Presence
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Web Site Social
Media
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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!
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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 [email protected] http://mathplourde.wordpress.com/about
• All contents for this session: http://bit.ly/sm-fashion-s12
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