The Social Side of Fashion Week

Another Mercedes-Benz Fashion Week has come and gone. We all now know the must have trends for Spring/Summer 2013. We also now know that social media shows no sign of slowing it’s influence on the fashion and luxury industries. Social media has transformed Fashion Week from an elite, industry-insiders-only event, to one with a global audience of consumers. This transformation allows brand customers and fans to feel that they are more a part of the event, and allows them to have a voice in the fashion world. A voice that brands must be prepared to hear.

The lessons learned from Fashion Week apply to any luxury or designer brand – small or large. First, the importance of video in social marketing. For example, more than 30 shows are streamed live on YouTube Live Runway, and designer participation in live streaming runway shows increased 17% this season. Video streams from an event like a runway show have long provided a great way to engage potential customers but, as social marketing gets more sophisticated, Fashion Week designers upped the ante this season.

For example, Michael Kors didn't just live stream his show on the site Live Michael Kors, but was tweeting and posting photos right before his show. His live stream, meanwhile included a task bar, where viewers could tweet from the live stream directly to Michael Kors. Lacoste, meanwhile, pursued long-term engagement with interested consumers by integrating the live stream with Facebook. To view the stream of their live runway show, viewers had to first like Lacoste’s Facebook. The brand also posted back-stage photos during the show and created a "Lacostagram," which had images of the runway show posting on Instagram. Further, on Lacostagram, Lacoste encouraged viewers to tag and tweet their own photos using the hashtag #LacosteSS13.

The results of these strategies? Aside from great exposure during their events, Lacoste and Michael Kors have both grown their social audience and have long-term connections via Facebook, Twitter and Instragram, with those who watched their runway shows. While not every luxury company has the status or budge to show at Fashion Week like these brands, social media allows a breadth of opportunities (many affordable) to implement the same concept – long-term engagement with your target audience. So, how are you using social media to allow your consumer to feel more involved with your brand?

Social Media: User Data and Business Insight

The most recent social media statistics show that social networking platforms are not only dominating web use and social interaction but—more importantly—increasing numbers of users are in that luxury-goods sweet spot: women who are either affluent or aspirational. 

A wise coffee company once said, “America Runs on Dunkin”. We disagree: America runs on technology. And, especially, women with disposable income run on technology. To illustrate, let’s look at each of the top platforms individually.

Facebook

Facebook, of course, continues to be the most dominant social media site on the web.

·      According to the cnn.com, as of March 2012 Facebook has exceeded over 900 million active users.

·      Of all these Facebook users, 31% check in every day.

·      A majority of Facebook users earn more than $50,000 per year:

o   47% make between $50,000-99,999

o   11% make over $100,000

Readwriteweb.com says that Facebook has “two basic social needs: the need to belong and the need for self-presentation.” With that in mind, it’s up to the individual how they can make that page more personal.

·      This is why many people on the site will “Like” pages from their favorite shopping store to their favorite actor/actress.

According to Wildfire’s Why Social Marketing Will Deliver A Positive ROI for Your Brand (click to download file) these are the “3 phases of social media.”

·      Users become fans

·      Fans engage with the brand through their News Feed

·      They become familiar with the brand they are more likely to connect by buying a product or advocating for it.

o   Washington University did a study on brand familiarity and stated, “when consumers are exposed to an ad for an unfamiliar brand, they are more likely to have a goal of learning about and forming an accurate impression of the brand.”

Twitter

Twitter continues to grow and, today, has about 200 million active users. Who are those users?

·      53% women (according to Palatnikfactor.com)

·      The majority of users are Caucasian, between the ages of 18-34.

·      Twitter users are financially comfortable:

o   37% earn between $50,000-99,999

o   10% earn over $100,000

Pinterest

With 10.4 million users, Pinterest is Twitter’s closest competitor in terms of use and activity.

·      Pinterest users range from the ages 25-54

·      80% majority of users are women.

·      Annual income of Pinterest users:

o   46% make between $50,000-99,999

o   7% make over $100,000

Why is Pinterest so popular? Because pictures are worth more than 140 words, apparently.

Foursquare

Foursquare is location-based outreach; and targeted to local businesses. Foursquare.com says that it “makes the real world easier to use. We build tools that help you keep up with friends, discover what’s nearby, save money and unlock deals.” This application allows people to check-in to a business while those who are connected can see where the individual has checked in.

Who are the users for Foursquare?

·      There are 20 million users worldwide.

·      Rooster.com says that foursquare consists of the majority of 63% females

·      36% users are between the ages of 35-49.

So, armed with all this data, we ask: how are you utilizing social media to harness its marketing potential? 

Happy Birthday to us: reflections on our first three years

Mia, celebrating in 2009

At sunset on a beautiful late spring evening in 2009, I was walking on the beach in Weekapaug, R.I. where I lived, mindlessly tossing a ball to my black Lab, Mia. It felt like every other day, but it was a very different kind of day. For weeks, I’d been debating, rejecting, then reconsidering the idea of starting my own agency. After more than a decade in the cushiony security of the corporate world in New York, I was—frankly—terrified at the thought of starting a small business during the worst recession in recent history, in a state I barely knew, and focusing on an area that most people were laughing off as a joke (social media). Did I have the guts and determination?

And then, alone on that beach with my dog, I found the inspiration. From whom? From Mia. I threw her ball for the umpteenth time and there she was, running as hard as she could to, this time, outrun it. She didn’t. But she brought it back, dropped it at my feet and—panting heavily; eyes, nose and everything else covered in sand—wagged her tail happily, ready to keep working at it. Her determination at that moment changed my life and launched Miamore Communications. (As I write this and think back, it’s kind of funny how very much the first couple years of starting a business with no entrepreneurial experience is like chasing a ball that moves faster than you.)

It’s crazy how fast three years can pass. Miamore Communications has had great successes and its fair share of failures. But what amazes me most is how much things have changed since I founded this company. I vividly recall a grueling two-hour meeting in 2009 with the executives of a huge jewelry brand. My task was to explain why they needed to integrate social media into their public relations and marketing strategy. The owner beat me up quite a bit with his skepticism but, to his merit, believed—albeit grudgingly—that social media might be important and hired us. Today, his company has perhaps the largest fine jewelry brand presence on Facebook.

While my roots are firmly in fashion and jewelry, I decided early on that Miamore Communications would diversify into the general luxury and lifestyle categories; and that we would do everything we could to support those categories in our local community. We dedicated thousands of unpaid hours to support the successful launch of what was then a nonprofit group creating New England’s first business-oriented industry fashion week that supported local designers. For the past year, we’ve sponsored the nonprofit that presents the Rhode Island International Film Festival—the only Oscar-qualifying film festival this side of Tribeca, and the launchpad for independent film makers from around the world. We’ve loved every minute of it.

I’m happy to brag that, on the PR side, we’ve achieved client placements in every major (and minor) media outlet in Rhode Island and the Boston metro area; every jewelry-industry publication and website; major New York City regional press; and some heavy hitters on the national scene—including Oprah, Martha Stewart Weddings, People, and Redbook.

The double-edged sword of running a boutique marketing agency is the constant flux. We’ve worked passionately for small art galleries,start-up fashion designers, boutique travel companies, non-profit organizations and international brands; and absolutely thrive on both the challenge of working for various clients at once, and the variety that brings to every single day. But, having the people behind the clients we love come in and out of our day-to-day lives is an adjustment that I’m still getting used to.

I’ve read that surviving the first three years is one of the biggest hurdles to success for small businesses. I’m happy to finally be here. And I wouldn’t be without having been blessed with some of the most amazing interns, staff, partners and contractors. Todd, Steven, Cassie, Doug, Sam, Ryan, Amanda, Tessa, Nick, Bianca, Alysandra, Martha. From my first intern, Lauren, who was the only one who believed in Miamore as much as I did back in 2009; to Josh, Miamore’s account executive who is approaching his one-year anniversary and who—as crazy as things (or I) get around here—is forever passionate about our mission, our future, and our clients.

It’s amazing what can come from a walk on the beach, a rubber ball, and a passionately determined Black Lab. Mia’s at my feet as I type this. I think she deserves a belly rub.

The Key to Cohesive Multichannel Messaging

In an era dominated by ever-changing social media outlets, the process of navigating the waters of marketing can be somewhat daunting for business owners; the corporate equivalent of balancing spinning plates. Harder still is the art of maintaining consistent brand messages that are both clear and direct. By outlining an integrated marketing strategy built on basic principals, firms have not only increased their credibility, but have ultimately created more grand-scale recognition of their brands.

We’ve heard it time and again: “Our business has a special and unique story, but people just don’t understand it.” While many of these companies are using all the right tools --press releases, social media, trade shows & events, in-person networking and creative collateral, etc.—what they aren’t doing is creating a singular, cohesive, identifiable brand message that is reinforced across all these marketing channels.

We see many firms—especially in small businesses—working hard to utilize all marketing channels. But the message they’re sending via these various channels is disjointed. Various theories of Effective Frequency argue that it takes anywhere from 3 to 20 exposures before a brand message registers in a consumer's mind.

Take, for example, two of our clients. First, high-end jewelry designer Mary Esses. An artist by nature, Mary personally created a sketch to illustrate her brand. She had planned to use it as the backdrop in her exhibit at an important trade show. We took that image and made it a focal point in an intensive marking plan to support the show, from integrating it into her Facebook and blog to email marking and event invitations, as well as all other PR initiatives. The outcome? Few buyers or editors will be able to walk past her booth without that image registering in their heads.

Another client, The Rhode Island International Film Festival, is a major international event for the film industry. This year, RIIFF celebrates its 30^th year.  While widely recognized and respected within its industry, and flush with accolades from films that have debuted here—it has struggled to achieve similar recognition among the general public in its own region. Our solution? Create more local points of engagement.  Social media, press releases and marketing initiatives will concentrate on bringing awareness to the anniversary year of the festival and, thus, the festival itself. Using PR, social media networks like Fourquare and Pinterest, marketing cross-promotions and other strategies, we’ve outlined an integrated plan to engage film-goers, families and other local guests with the Festival.

Does your marketing strategy have a cohesive multichannel messaging?

Pinterest: Linking visual marketing to social media

“A picture is worth a thousand words,” and that’s where social media site Pinterest comes in. According to comscore.com, Pinterest just hit 11.7 million unique monthly U.S. visitors, crossing the 10 million mark faster than any other standalone site in history.  They also reported that the average Pinterest user spends 98 minutes per month on the site, compared to 2.5 hours on Tumblr, and 7 hours on Facebook. With Pinterest gaining significant media attention and experiencing enormous growth, the natural question is: Why and how can Pinterest be implemented into your marketing strategy?

A major reason for businesses to embrace this social platform is the web traffic referrals that brands are receiving from Pinterest. According to Shareaholic, Pinterest drove 3.6 percent of all Web traffic referrals to other sites in January--more than Google+, LinkedIn and YouTube combined. For example, Nordstrom uses Pinterest to post pictures of fashion looks, all of which have the Nordstrom website attached to them. Once a person looks at a certain picture and is interested, they can easily click through to the Nordstrom website. Perfect for Nordstrom, because they are not only marketing specific products through Pinterest, but also driving business to their website. What Pinterest has done is given companies, businesses and organizations—especially those in fashion, jewelry and other product-oriented  fields—another avenue to market their brand and products.

Experian Hitwise stated last month that Pinterest was the third most popular social networking site, trailing only Facebook and Twitter in the U.S. The use of this site for businesses has been quite beneficial because they can get to know their target market better and the target market can also absorb the company's culture and product by viewing their "pins." Whole Foods, Dr. Scholls and Coca Cola are just a few companies that have utilized this site for marketing and advertising purposes. Whole Foods “pins” recipes while Dr. Scholls “pins” shoes and both allow users to buy what they are looking for by clicking a button that sends them right to their website.

In reality, Pinterest is a sort of social equivalent of visually-appealing advertising done in a very creative way; one that is interactive, offers brands and prospective customers not just one image, but endless numbers of ideas, products, and recipes for success.

CASE STUDY: shedding new light on The Rhode Island International Film Festival’s Oscar Night® America

CASE STUDY: shedding new light on The Rhode Island International Film Festival’s Oscar Night® America

The Client:

FLICKERS: The Rhode Island International Film Festival’s presentation of Oscar Night® America Providence; Rhode Island’s exclusive Oscar events officially sanctioned by the Academy of Motion Pictures, Arts & Sciences (one of only 49 official Oscar night parties in the United States).

The Goal:

To achieve media placements, build awareness through a social media campaign, create local marketing initiatives to promote the events, and develop a more powerful front-of-house experience for guests and the media at the event.  

Our Work:

Miamore Communications developed a campaign that combined traditional press outreach, marketing and social media initiatives. We created a national hook by emphasizing and promoting a local Oscars nominee. Marketing initiatives included the establishment of a cross-promotional program involving local restaurants and a Facebook promotion in conjunction with the state’s largest magazine, Rhode Island Monthly.

The Results:

Social Media:

While under the direction of Miamore Communications, the Rhode Island International Film Festival’s social media engagement increased by 1,031% over the previous month. Post interactions increased by 82% compared to the organization’s premiere annual event, the Film Festival period in August of 2011.

Editorial Placements:

From January 1, 2012 until February 29, 2012, Oscar Night® America Providence received more than 14 million impressions in print, broadcast and online media:

·             298,463 broadcast impressions

·             9,890,609 web impressions

·             3,864,797 print impressions

•14,053,869 TOTAL MEDIA IMPRESSIONS

Placements included:

·          USA Today

·          KTVU (San Francisco)

·         The Associated Press

·         The Boston Globe

·         The Times-Picayune (New Orleans)

·         The Arizona Republic

·         KTVU (San Francisco)

·         San Antonio Express News

     ABC6 Providence/New Bedford

·        The Providence Journal

·        Rhode Island Monthly

·        The Rhode Show

·       WPRO FM Radio

·       CBS12 Providence/New Bedford

Weekly Round-up February 24, 2012

The Oscars and social media

In honor of Sunday night's Oscars - Mashable and mRank have teamed up to provide us with a social media leader board ranking of the top 15 most-buzzed-about terms from this years Oscars. Social media sites include Twitter, Facebook and the blogging world. 

Take a lesson from bad PR

Although Levi's ad slogan "Hotness Comes in All Shapes and Sizes" may seem to address women of- well- all shapes and sizes - the visual advertisements tell a different story. This week Levi seems to have created some bad PR for themselves by ineffectively executing their marketing goal.

Holy Twitter

It was announced friday that Pope Benedict XVI will be opening a personal twitter account enabling him to reach out to his Catholic followers. The twitter account is just the next addition to the Popes growing internet presence - with a youtube channel, a website, a facebook page and an iPhone application. I find it really interesting to see such an old and traditional culture embracing the new age of communication.

Timeline for Brands

Communications and social media gurus are more excited than ever for the highly anticipated new facebook timeline for brands which is launching next week. CEO Reggie Bradford of Virtue claims that brands will "build even more meaningful interactions with social audiences" via this new timeline.