Social Media and Web 2.0 for Fashion

FASH325 – Fall 2013

http://bit.ly/sm-fashion-f13

Mathieu Plourde, Educational TechnologistIT Academic Technology Services

Disclaimer

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

• Actual 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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Credit: Khalid Albaih on Flickr

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 messages 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

Self-Organized Crisis Response

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http://irevolution.net/2013/04/16/bostonmarathon-attack/

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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New York Fashion Week

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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

• Multi-engine social search: http://addictomatic.com

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Flipboard and Pulse.me

• Mobile apps can push the news to you in a magazine format

flipboard.com www.pulse.me

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Really Simple Syndication (RSS)

• Almost every web site generates an RSS feed.

• You get a notification when there is something new.

• http://feedly.com

Attribution: jrhode on Flickr.com

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Roles in communities

Leaders/Gurus

ActiveMembers

Lurkers

Outsiders

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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 7,000 bookmarks in your browser?

Browser Add-On

http://www.diigo.com

Pinterest

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Evernote

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• Personal note-taking application.

• Syncs on multiple devices.

• http://www.evernote.com/

File sync

•28 Social Media and Web 2.0 for Fashion - M. Plourde

BRANDING YOURSELF!

Sharing information, or…

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What is your first reflex when you don’t

know something?

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What is your first reflex when you don’t

know something?

(You Google it!)

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What is your first reflex when you don’t

know something?

(You Google it!)

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Google yourself!

Can you find yourself when you Google your name?

• 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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Overexposed

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http://youtu.be/jSdw9m3FskA

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

• 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?

• Examples:

• http://about.me/mathplourde

• http://mathplourde.wordpress.com/about/

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danah boyd on her digital presence

“There is some crappy stuff concerning me on the Internet— both stuff that I’ve produced and stuff

that’s been written about me by other people. […] My way of coping with persistence is to create a

living presence, frame my own story in an ongoing way, and creating a digital self that is constantly

evolving not to escape but to mature”

—danah boyd (From Rheingold, Howard; Weeks, Anthony (2012-02-24). Net Smart (Kindle Locations 3085-3088). MIT Press. Kindle Edition.)

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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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EXTERNALINFORMATION

SOURCERECEIVED INFORMATION

FORWARDEDINFORMATION

SHAREDINFORMATION

STORED INFORMATION

If Information Was Made of Light…

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EXTERNALINFORMATION

SOURCERECEIVED INFORMATION

FORWARDEDINFORMATION

SHAREDINFORMATION

STORED INFORMATION

CURATION

Conversational Spaces

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PROFESSIONALPERSONAL

Social Media Spaces

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PERSONAL PROFESSIONAL

CHOOSING THE RIGHT CHANNELS

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The network effect

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Source: Jeff Bullas

Also: http://blog.digitalinsights.in/social-media-facts-and-statistics-2013/0560387.html

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

• Fosters relationship.

Non-reciprocal

• Fosters discovery.

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My spaces

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PER

SON

AL

PR

OFESSIO

NA

L

ME

INPUT(Inbound)

OUTPUT(Outbound)

MY STORAGE

(Circa 2007)

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My sharing loop(2012)

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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Collaboration

• Shared spaces:

• Pinterest boards

• Mindmapping

• Social bookmarking

• Google Tools

• Sites

• Docs

• G+ Communities

• Google Hangouts

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LOCATION, LOCATION, LOCATION

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Social Check-In

• Foursquare

• Yelp!

• Facebook Places

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Social Deals

• Groupon

• Living Social

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Point of Purchase

• Touchscreens

• QRCodes

• Bar codes

• Text messaging

• Social experience

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Enhanced Reality

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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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T-shirt OS

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http://www.engadget.com/2012/08/02/cutecircuit-tshirtos/

Google Goggles

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

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Tech-Enabling Fashion

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• http://www.agloves.com/about-our-products/

• http://www.ipadhacks.com/news/ipad-jeans-pocket/

Google Glass

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http://www.google.com/glass/start/

Samsung Galaxy Gear

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http://techcrunch.com/2013/09/04/samsung-galaxy-gear-official/

AUDIENCE CONCERNS

Finding Value

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What’s Your Metric?

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Visitors

Hits on your Website

Revenue/Donations

Actions

The AIDA Model

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Awareness

Interest

Desire

Action

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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Brand Presence

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Web SiteSocial

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!

One Brand, Different Perspectives

Brand

Origin

History

ProximityMeaning

Personal Stories

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More questions than answers…

• 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 can your clients become the voice for your brand?

• How is shopping in virtual spaces different?

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Thank You!

• Questions, Comments?

• Mathieu PlourdeEducational Technologist, LMS Project Leader IT Academic Technology Servicesmathieu@udel.edu

bit.ly/mathplourde

• All contents for this session: bit.ly/sm-fashion-f13

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