Slides used for my 2-23-2012 session. http://bit.ly/sm-fashion-s12

1. 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

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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5. DEFINING SOCIAL MEDIA
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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. © 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
mostly…
• 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 overload…
MANAGING INCOMING
INFORMATION
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14. How big is the problem?
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15. “It's not information
overload - it's filter failure”
– Clay Shirky
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16. 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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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 nowadays…
• 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, or…
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?
• 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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36. Your profile
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37. Less Intrusive Than a Phone Call…
Share your
identity in
the physical
world!
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38. If Information Was Made of Light…
EXTERNAL
INFORMATION
RECEIVED SOURCE
INFORMATION
FORWARDED
INFORMATION
STORED
INFORMATION SHARED
INFORMATION
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39. If Information Was Made of Light…
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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46. My spaces
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47. INPUT OUTPUT
(Inbound) (Outbound)
ME (Circa 2007)
MY STORAGE
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48. My sharing loop (2012)
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49. Openness and research
http://www.youtube.com/watch?v=zMX3dbZrwtU
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50. Personal Learning Networks
Attribution: Alec Couros (courosa) on Flickr.com
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51. Your PLN to the rescue
http://youtu.be/IZ83x2hUCP4
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52. LOCATION, LOCATION,
LOCATION
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53. Social Check-In
• Foursquare
• Gowalla
• Facebook Places
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54. Social Deals
• Groupon
• Living Social
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55. 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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56. Aurasma
• http://youtu.be/GBKy-hSedg8
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57. Aurasma
http://social.marksandspencer.com/fashion-
2/valentines-day-augmented-reality/
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58. Google Goggles
• http://www.google.com/mobile/goggles/
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59. 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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60. Point of Purchase
• Touchscreens
• QRCodes
• Bar codes
• Text messaging
• Social experience
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61. 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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62. One Brand, Different Perspectives
Origin
Personal
History
Stories
Brand
Meaning Proximity
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63. Communication Challenges
STICKY MESSAGES
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64. The SUCCESs Method
• Simplicity
• Unexpectedness
• Concreteness
• Credibility
• Emotional
• Stories
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65. “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.”
Mortimer Adler, American Philosopher
http://www.brainyquote.com/quotes/authors/m/mortimer_adler_2.html
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66. 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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67. Finding Value
AUDIENCE CONCERNS
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68. What’s Your Metric?
Visitors Revenue/
Donations
Hits on your Actions
Website
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69. 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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70. The AIDA Model
Action
Desire
Interest
Awareness
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71. Brand Presence
Social
Web Site
Media
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72. 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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73. 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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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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