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GPortland Fashion Institute 12.8.2018

HI!

Wh

at W

e’ll Co

ver T

od

ay1.

What Is Social Media?

2.W

hy Is Social Media Useful? 3.

Owned Vs. Earned Vs. Paid 4.

Platform Strategy And Best Practices 5.

Creative Uses/ Best In Class 6.

How To Get Started

1. Wh

at Is

S

oc

ial

Me

dia? A

re

Wh

at’s

Th

e F

irst Th

ing

Yo

u

Th

ink O

f Wh

en

So

me

on

e

Says

“So

cia

l Me

dia?

”

Google- Websites and applications that enable users to create and share content or to participate in social networking.

Wikipedia- Social media are interactive computer-mediated

technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks.

100

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nt S

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100

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ers

Social media are a collection of online platforms and tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, facilitating conversations and interactions online between groups of people.

Mo

st Sim

ply

Pu

t

Source: Heidi C

ohen

“Sh

arin

g” Is

Th

e O

nly

C

om

mo

n T

hre

ad

The first recognized social media networking platform, Six Degrees, began operations in 1997. But even before that, there were more niche chat communities united around common interests in places like the Microsoft Network (introduced with windows 95), IRC, AIM, etc.

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Source: WebFuel

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twe

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20

10 &

20

18

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3.1 Billion people (42% of the world’s

population) use some form of social media on a daily basis.

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w, T

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y’re

U

biq

uito

us

Source: We Are Social

To

p

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tform

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20

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y

U.S

. Us

ag

e

Source: Pew

What’s the most popular social platform for

music discovery?

Qu

estio

n:

An

swe

r:

YouTube. Teens drive usage of the platform because they can listen to music for free.

An

swe

r:

Th

ink A

bo

ut T

he

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oc

ial M

ed

ia H

ave

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co

me

Ind

isp

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sa

ble

To

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eo

ple

:

What Do You Currently Use Social Media For?

Anything You Think Is Unusual?

2. W

hy

Is S

oc

ial

Me

dia

Us

efu

l T

o M

arke

ters?

First, L

et’s

Re

[Vis

it] Th

e

Ma

rketin

g M

ix

•People- Who are the prospects?

•Product- What are you selling?

•Place- Where can consumers find your product?

•Price-How much is does it cost? •Promotion- How will they find out about you?

Th

e 4

Ps

Of M

arke

ting

Th

ink

Ab

ou

t Yo

ur

Fa

vo

rite

C

on

su

me

r P

ro

du

ct.

What’s Its Marketing Mix?

How Did You First Find Out About The Company?

Tra

ditio

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an

s O

f M

arke

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Are

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+

So

, Wh

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oc

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Me

dia

Us

efu

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Fre

e D

istribu

tion

For The Most Part, Social Media Can Be Far Less Expensive Than Other Traditional

Marketing Methods.

In addition to much shorter production/turn around times- social media offer instant feedback from an audience. Brands

have the ability to test different creative iterations, calls to action, and products and apply learnings.

Fa

st

Brands are able to establish their voice in a more authentic way than within traditional media, on a far

more regular basis. There’s the expectation to connect with someone else within these channels.

Fu

n

Most of your potential consumers* are already using these channels, connecting and sharing with their friends, family,

professional networks, and brands they like. The best brands have been able to not only “join the conversation,” but find ways

to start their own.

Wh

ere

Co

ns

um

ers

H

an

g O

ut

~80% of social media sessions are accessed on a mobile device.

Phones are always top of mind, the average person touches their phone inadvertently over 2,600 times a day. ~61%

check their social media first thing in the morning via mobile. it goes places other media can’t.

Mo

bile

[E

very

wh

ere

Yo

u N

ee

d T

o B

e]

Source: Marketing Land, Business Insider, D

Scout

Build lasting relationships and brand loyalty at scale through continued engagement, in a tune-in environment. This isn’t a captive medium.

Pe

rso

na

l

Advertising is the only industry where people have made products specifically to NOT see what we make. W

ithin social media, consumers have opted into our messages already, and are far more receptive to see them.

Op

t-In

There are so many platform advances and developments, things change quickly and don’t favor any brand over another. Small marketers can take advantage of new behaviors and trends to gain equal footing with larger marketers, and many have been able to break through.

Eve

r-Evo

lvin

g

Advanced social media analytics platforms let brands reach any consumer, at any time, for any reason, on any day, and with any product.

Co

nte

xtu

al

Social media can be used for a variety of marketing functions, like customer service, evergreen content (awareness), continued engagement, campaign based initiatives, and promotions.

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at C

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[Ho

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ed

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Y

ou

r Favo

rite B

ran

ds?

3. O

wn

ed

Vs

. E

arn

ed

Vs

. P

aid

So

cia

l

Ow

ne

d

Me

dia

Everything a brand owns and/or pays to create on behalf of itself. This includes things like social channels, website, blog, customer service, employees & their channels (sometimes) , etc.

Wh

ich

Ow

ne

d C

ha

nn

els

Are

Y

ou

Cu

rren

tly U

sin

g?

Wh

y D

id

Yo

u C

ho

os

e T

he

m?

Ea

rne

d

Me

dia

Media created on behalf of your brand, by other people, which is used to publicize your brand, increase search rankings, and spread positive word of mouth. This could include fans of your brand who sing its praises, advocates, and user generated content. This also includes influencers & micro-influencers.

Glossier Brown

Source:Allure/Teen Vogue

Damn Daniel

Source:Sole Collector

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ep

Up

With

Th

em

?

Ho

w C

an

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u R

ew

ard

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em

F

or T

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ir Lo

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?

Pa

id M

ed

ia

Wh

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ard

Of “T

he

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”

!

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en

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majo

r soc

ial platfo

rm

wave

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, you

’d in

terac

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ch

ron

olo

gic

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ne

r. So

me

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po

sted

. Yo

u’d

see

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ese

platfo

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rew

and

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ey b

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tem

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you

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ositio

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d it as a p

ositive

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ostin

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time

), bu

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y be

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ch

argin

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tion

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p

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ntio

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stead

of e

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it, like yo

ur frie

nd

s or fam

ily.

In a marketing context, brands are paying to get their content in front of the right people [around the algorithm], or elicit some type of action from present and potential consumers to move them down the marketing funnel. The most common actions are awareness, engagement, and ultimately conversion.

The data you volunteered at sign-up is extremely valuable to brands.

Also, think about everything you’ve innocently posted or interacted with over the years.

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Let’s Re-Revisit The Marketing Mix: •

People- Who Are The Prospects?

•Product- W

hat Are You Selling?

•Place- W

here Can Consumers Find Your Product?

•Price- How Much Is Does It Cost?

•Promotion- How W

ill They Find Out About You?

Research trips to figure out an ideal marketing mix this rich data can take months or even years, and cost [hundreds of] thousands of dollars.

Or, you can take a very free, very quick visit to Facebook’s ad platform*.

*Which it shares with Instagram if you’ve connected your accounts

Have you ever noticed an ad that follows you around the internet? Or you visit a site and then you see the product targeted to you everywhere?

Wh

at O

the

r Info

rma

tion

Have

Y

ou

Sh

are

d T

o S

oc

ial M

ed

ia?

Ho

w D

o Y

ou

Th

ink T

ha

t In

form

atio

n C

an

Be

Us

ed

By

A

Bra

nd

?

Paid/ owned/earned media all have their own advantages and disadvantages, so you’ll have to weigh out the right concentrations of each for your respective marketing budgets.

Owned

Earned

Paid

Pros Cons

Complete Control Over The Messaging, Consistency Of Aesthetic, Trusted Source

Advocacy In Action, Built In Amplification [ Word Of Mouth], Free, Built In Trust From The Network Of The Consumer

Increased Reach Of Your Message, Precise Targeting, Non-Traditional Placements, Test And Learn Ability

Can Be Expensive To Maintain And Build An Audience, Requires Consistent Channel Maintenance, Low Organic Reach.

No Control Over Messaging, Ugc Is Varying Quality, Influencers Can Be Costly, Tracking Effectiveness Is Difficult Cost, Return On Investment, Post-Ad Engagement Drop, Limited Control Over W

here Your Message Goes,

5 M

ed

ia M

yth

s T

o

Re

co

ns

ide

r1.

I’m going to see the results of my efforts immediately.

2.I can easily build a fan base from scratch.

3.Social media is all about my company.

4.I should get as many fans and followers as I can.

5.Social media can do the selling on its own.

4. P

latfo

rm

Stra

teg

y* A

nd

B

est P

rac

tice

s

*Realistically, strategy is the path of action supported by tactics executed in service of achieving a goal. So, “platform strategy” will change based on your specific business objectives and campaign goals.**

In the case of marketing, the goal is usually to get people to be aware of their brand, product or service, or make a purchase. So this section outlines how you can use these platforms’ tools to achieve those.

** Once you’ve been doing it a while, it’s easy to see a brand’s platform strategy in how and what they roll out

FAC

EB

OO

K

Around Since: 2004 User Base: Over 2.3 billion MAUs Selling Points: Massive social m

edia network w

here m

ost of your friends, and favorite brands have a page. They also have a m

assive ad platform w

ith extensive targeting capabilities. Best Uses For Brands: Evergreen content w

ith no crucial tim

ing attached to it, social optimized videos,

groups for your consumers to interact w

ith each other/ build advocacy, longer form

video Ad Platform Capabilities: Im

ages, videos, locations, carousels, canvas units, shoppable ads, and events.

*glamour that you too can do

INS

TA

GR

AM

Around Since: 2010 User Base: Over 800MM MAUs Selling Points: People love looking at pretty pictures. They’ve also introduced IG Stories, sim

ilar to Snapchat’s story feature, and continue to release new

ways to tell

brand stories in seamless, interesting w

ays. Best Uses: Visual storytelling across the feed and IG stories products. hashtags increase indexing and add context. add dim

ension to your brand’s story across a m

ore interesting medium

than text. Ad Platform Capabilities: Targeted im

ages, videos, products, and story fram

es with the sam

e targeting capabilities as Facebook’s ad platform

, plus the inform

ation and subject matter from

the images you like

and the accounts you follow.

*real women being active , and inactive, unapologetically

TU

MB

LR

Around Since: 2007 User Base: 23MM U.S. MAUs Selling Points: More interesting than a branded w

ebsite, m

ore agile than a traditional blog, an easy way to collect

everything a brand does, and is interested in. Also a great w

ay to show styling tips and inspiration to your consum

ers. Best Uses: A repository of brand m

oments, events, product

stories, inspiration, and personality. GIFs are especially popular here. Ad Platform Capabilities: Sponsored posts in tum

blr feeds, prom

oted accounts to follow.

*elevated everyday style that embraces trends and has a point of view on the classics

SN

AP

CH

AT

Around Since: 2011 User Base: 188MM DAUs Selling Points: Dynam

ic storytelling in a closed platform

, with the ability to em

brace authenticity and lo-fi visual styles. Best Uses: Tim

ely brand storytelling and brand building, announcem

ents, behind the scenes content, customer

service, product demos.

Ad Platform Capabilities: Sponsored posts in between

other stories, lenses, filters.

* behind the scenes look at the most coveted fast fashions

PIN

TE

RE

ST

Around Since: 2011 User Base: 125MM U.S. MAUs Selling Points: W

here the world goes w

hen it plans anything. You can figure out life stages, future plans, future purchase plans, inspirations, and forecast trends. Best Uses: Curated pinboards of a brand’s inspiration Ad Platform Capabilities: Prom

oted pins, html scrolling

pins, “pinned” pins.

*the authority in interpreting and styling fashion trends

YO

UT

UB

E

Around Since: 2005 User Base: 1.8BN MAUs, + everyone from

Gmail & Google

who haven’t signed up.

Selling Points: Still the most trusted place to w

atch video online, revolutionized instructional videos and search. Best Uses: Branded video content, consistent program

ming for your custom

ers. Ad Platform Capabilities: Pre-roll, recom

mended

videos, recomm

ended channels.

* a glimpse of luxury from the insiders

TW

ITT

ER

Around Since: 2006 User Base: 336MM MAUs Selling Points: The m

ost timely social platform

with

opportunity to capitalize on life in real time. Anything

can go viral at any time.

Best Uses: Short, punchy promotional m

essages about your brand or specific products. Videos, Im

ages, and GIFs w

ork well. Also, great for running short sales and

promotions.

Ad Platform Capabilities: Targeting by location, age, interests, follow

ed accounts, behaviors.

No

tes

On

Me

as

ure

me

nt

Most of the platforms mentioned have free, extensive analytics dashboards where you can monitor your community growth, and the performance of posts, ads, and campaigns. You should definitely get familiar with the offerings of each platform’s measurement dashboard.

Be

st Pra

ctic

es

A

cro

ss

All P

latfo

rms

1. Share Social media is built on the premise of sharing! It is through the various interactions that you can slowly build an audience. Share, retweet, and repost brand shoutouts and mentions across platforms. Find ways to reward those who talk about you most often and positively.

2. Expectations Have Changed Social media is real time, not next week or next month. Topical posts will help you better respond to trends, new behaviors, and cultural commentary. You also need to respond in real time to complaints, issues and inquiries. 3. Educate – Don’t Sell People don’t want to be “sold to”. Social media is about engaging, informing and solving problems, whether that be on your blog, or in your social posts.

4. Entertain – Don’t Market We live in the information age, people are inundated with stimuli, so you have to make sure that whatever you’re offering cuts through everything else. Social posts and brand updates that entertain will be shared. Think about the types of content you would want to click on yourself.

5. Go Multichannel You should offer multiple social touchpoint for your consumers to interact with your brand. Also, you should make sure there are different things, specific to the platform, happening in each. Don’t post the same thing across channels.

6. Give Information Away For Free

Free gets shared, it does not mean that you give everything away but enough to build trust and spread your content to the global village so that when you are ready to sell your product, they know that you are the expert.

Be

st Pra

ctic

es

A

cro

ss

All P

latfo

rms

7. Think Multimedia

Provide information across media that will fulfill different people’s expectations and wants. Think about how you can use videos vs. static images vs. gifs vs. text-only vs. sound based content.

8. Target Your Niche Tribes and fans find you and share you to their community. Follow leaders and people within your niche on social media so that when you reach out to them they can do the same in return. This is a step towards building a community that revolves around common interests. Twitter lists are perfect for this. You can also follow branded pages as a brand on Facebook and Instagram.

9. Show Your Passion Social media is a continuous undertaking, so if you are not passionate and motivated about your niche it will show. You cannot fake passion and a passionate publisher will shine through and be shared. Think about the types of stories you could tell about your fashion line, why you got into the industry, your inspirations, your unique sourcing or production methods, etc.

Be

st Pra

ctic

es

A

cro

ss

All P

latfo

rms

10. Listen And Act Remember to listen to your audience, they’ll always tell you what they want and which solutions they need for their problems.

11. Engage After listening to your market you then are ready to start communicating in real time with messaging systems that they are comfortable with whether that be Twitter, Facebook or email.

Be

st Pra

ctic

es

A

cro

ss

All P

latfo

rms

5. C

rea

tive

Us

es/ B

est

In C

las

s

Exa

mp

les

Glo

ss

ier

Why They’re Good At

Social Media: Though the product quality is questionable, they have a very cohesive brand look and feel, and a relatable voice for young people who value skincare. They popularized Millennial Pink for the entire category, they repost love from consumers and their inspirations. Also, they use their audience as a focus group for all new products.

Pa

t Mc

Gra

thW

hy They’re Good At Social Media: Beautiful, high quality video assets, tutorials that make you feel like you could achieve the same thing (you probably can’t), archive of Pat’s pre-brand looks for inspiration, behind the scenes at Fashion Week. Aspirational without being snooty.

Billie

Why They’re Good At

Social Media: The first woman’s razor brand to show women shaving actual hair. Repost UGC from their most dedicated fans, and use fan suggestions to create new products (shaving cream, new colors, etc.) They also embraced 90s nostalgia to speak directly to their target (millennial women and Gen Z who are reliving our trends)

Ou

tdo

or V

oic

es

Why They’re Good At

Social Media: In a world where Nike is telling you that good is not enough, OV makes amazing content around movement, not athleticism. They let real people take over their social channels and show how they wear their OV products, instead of using influencers.

Ve

ram

ea

tW

hy They’re Good At Social Media: A smaller, model-turned- jewelry designer brand out of Brooklyn. She shows her process in her Instagram Stories, crowdsources new designs from her fans, runs 50%

off promotions on random days for all of her followers, and select members of her email list.

Wh

ich

Bra

nd

s D

o Y

ou

Th

ink D

o A

Go

od

Jo

b In

So

cia

l M

ed

ia?

Wh

ich

Bra

nd

s D

on

’t?

Ho

w C

an

Yo

u M

ake

Yo

ur B

ran

d S

tan

d O

ut?

6. G

ettin

g

Sta

rted

Ta

keaw

ay: Y

ou

r S

oc

ial M

ed

ia P

lan

•For your product, write out its current marketing mix.

•W

hat’s your social media marketing budget?

•How will you integrate social media into your marketing?

•W

hat types of content will you produce for each of your channels?

•In an ideal scenario, what would be your mixture of paid vs. owned and earned media? W

hy?

•W

hich platforms will you use, and how?

•How will you measure success of each platform?

An

y Q

ue

stion

s?

Th

an

k Yo

u!

Oth

er S

ou

rce

s

•Meerman Scott, David, The New rules of Marketing & PR

•Kabani, Shama, The Zen of Social Media