1. Social Media and Web 2.0 for Fashion
FASH325 â Spring 2012
http://bit.ly/sm-fashion-s12
Mathieu Plourde, Educational Technologist, LMS Project Leader
IT-Client Support & Services
2. 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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3. Use of Technology
⢠Please, DO use any technology at your fingertips.
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4. Presentation Structure
You
Your Brand
Your Target
Audience
⢠Local
⢠Distant
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6. Traditional Broadcast Media
Credit: Stefan Domanske on Flickr
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7. Social Media
Credit: Francis Chung on Flickr
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8. Credit: Khalid Albaih on Flickr
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9. Š Gene Smith: http://nform.com/publications/social-software-building-block
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10. Social media presence
Do you have a _______ account?
⢠Yes.
⢠No.
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11. Social media usage
Your purpose for using social media is
mostlyâŚ
⢠Personal.
⢠Professional.
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12. Mobile devices
Do you own a smartphone, tablet, or another
web-enabled handheld device?
⢠Yes.
⢠No.
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13. Information overloadâŚ
MANAGING INCOMING
INFORMATION
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14. How big is the problem?
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15. âIt's not information
overload - it's filter failureâ
â Clay Shirky
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16. Donât be a slave to email!
⢠Apply the Getting Things Done process to your
inbox.
⢠Use filters, tags, and folders.
⢠Unsubscribe.
⢠Move message youâre not
required to take action
upon to another space.
⢠Separate email account
⢠RSS reader
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17. Remember the day
the Internet almost died?
http://www.cnn.com/2009/TECH/06/26/michael.jackson.internet/index.html
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18. 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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19. London Fashion Week
⢠http://mashable.com/2012/02/17/london-
fashion-week-fall-2012/
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20. Roles in communities
Leaders/
Gurus
Active
Members
Lurkers
Outsiders
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21. Google Alerts
http://www.google.com/alerts
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22. Consume the social web
⢠Create a custom online newspaper that scouts
the social web for you.
⢠http://paper.li
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23. Google Reader and
Really Simple Syndication (RSS)
⢠Almost every web site generates a
RSS feed nowadaysâŚ
⢠You get a notification when there is
something new.
⢠http://www.google.com/reader
Attribution: jrhode on Flickr.com
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24. STORING AND RETRIEVING
INFORMATION
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25. Storing and retrieving
I can retrieve relevant information I was
exposed to in the last month.
⢠Yes.
⢠No.
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26. Social bookmarking: Diigo
http://www.diigo.com
Browser Add-
Can you imagine having 5,000 bookmarks
On
in your browser?
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27. Evernote
⢠Personal note-taking application.
⢠Syncs on multiple devices.
⢠http://www.evernote.com/
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28. Dropbox.com
⢠Easy personal file storage.
⢠Syncs on multiple devices.
⢠http://www.dropbox.com
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29. Sharing information, orâŚ
BRANDING YOURSELF!
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30. Sharing
Are you afraid of sharing your ideas online?
⢠Yes.
⢠No.
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31. Are you Googlable?
If someone googled your name, would they
find you?
⢠Yes.
⢠No.
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32. 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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33. Your Digital Dossier
⢠What you put online is what people see
⢠Your real permanent record
⢠Take charge of your own persona
Pat Sine, Owning Your Life:
http://sites.udel.edu/sine/2009/11/02/owning-your-life/
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34. 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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35. Your personal landing page
⢠What do you want people to know about your
professional self?
⢠Whoâs 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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37. Less Intrusive Than a Phone CallâŚ
Share your
identity in
the physical
world!
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38. If Information Was Made of LightâŚ
EXTERNAL
INFORMATION
RECEIVED SOURCE
INFORMATION
FORWARDED
INFORMATION
STORED
INFORMATION SHARED
INFORMATION
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39. If Information Was Made of LightâŚ
EXTERNAL
INFORMATION
RECEIVED SOURCE
INFORMATION
CURATION FORWARDED
INFORMATION
STORED
INFORMATION SHARED
INFORMATION
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40. Conversational Spaces
PERSONAL PROFESSIONAL
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41. Social Media Spaces
PERSONAL PROFESSIONAL
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42. CHOOSING THE RIGHT
CHANNELS
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43. The network effect
Population or Sign-ups (M)
1500
1000
500
0
China India
Facebook USA
Twitter
LinkedIn
Google+
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44. The role of reciprocity
Reciprocal Non-reciprocal
⢠Requires permission ⢠You can follow someone
from both participants. without them following
you back.
Top dog
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45. The role of reciprocity
Reciprocal Non-reciprocal
⢠Requires permission ⢠You can follow someone
from both participants. without them following
you back.
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54. Enhanced Reality
⢠3D objects in real life
⢠Augmented reality
http://www.boffswana.com/news/?p=392
http://www.wikitude.com/en/tour/wikitude-
world-browser
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55. Aurasma
⢠http://youtu.be/GBKy-hSedg8
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56. Aurasma
http://social.marksandspencer.com/fashion-
2/valentines-day-augmented-reality/
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58. The real Google Goggles
⢠http://www.dailytech.com/Report+Wearable+An
droid+Google+Goggles+Will+Debut+in+2012+for
+Under+600/article24063.htm
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59. Point of Purchase
⢠Touchscreens
⢠QRCodes
⢠Bar codes
⢠Text messaging
⢠Social experience
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60. 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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61. One Brand, Different Perspectives
Origin
Personal
History
Stories
Brand
Meaning Proximity
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62. Communication Challenges
STICKY MESSAGES
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63. The SUCCESs Method
⢠Simplicity
⢠Unexpectedness
⢠Concreteness
⢠Credibility
⢠Emotional
⢠Stories
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64. âThere 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.â
Mortimer Adler, American Philosopher
http://www.brainyquote.com/quotes/authors/m/mortimer_adler_2.html
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65. Tweetbites
⢠Make your content easy to share
⢠Use widgets to Like, +1
⢠Twitter: leave room to retweet
⢠140 characters (-) MINUS
âRTâ â âspaceâ â â@â â âhandle lengthâ â âspaceâ (=) EQUALS
Number of characters allowed
⢠Copyright licensing (Creative Commons)
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66. Finding Value
AUDIENCE CONCERNS
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67. Whatâs Your Metric?
Visitors Revenue/
Donations
Hits on your Actions
Website
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68. 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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69. The AIDA Model
Action
Desire
Interest
Awareness
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70. Brand Presence
Social
Web Site
Media
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71. Web Site vs. Social Media
Web Site
Your brand is your
+ Social Media organizational
+ Local persona. Make it
consistent and
connected!
Jeremiah Owyang, Making your Corporate Website Relevant:
http://www.slideshare.net/jeremiah_owyang/making-your-corporate-website-relevant
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72. Content is King!
http://youtu.be/aXCelso9daA
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73. Crowdsourcing
⢠Conversations are happening
⢠Pay attention
⢠Engage
⢠You donât have to do it all by yourself
⢠Create and leverage testimonials
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74. 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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