Social Media for Fashion Designers

Social Media for the!
Fashion Designer!

Rachel
Yeomans

VP
Marke3ng:
Astek

Publisher:
TheWorkingWardrobe

Podcast
Host:
Speaking
Of
Fashion

www.astekweb.com
©
Astek
Consul3ng
2013

Table
of
Contents

!  Social
Media
Best
Prac3ces

  Social
Media
Language

  PlaMorms

!  Rou3ne

!  Tool
&
PlaMorm
Set-‐Up

!  Publish

!  Measure

www.astekweb.com
©
Astek
Consul3ng
2013

The
Social
Media
Process

!   Start
Backwards

!   Do
Your
Research

!   Pick
Your
PlaMorms

!   Declare
Your
Process

!   Be
Accountable

www.astekweb.com
©
Astek
Consul3ng
2013

Before
We
Begin

Tradi3onal
Marke3ng

Public
Rela3ons

Editorial

Social
Media

www.astekweb.com
©
Astek
Consul3ng
2013

Start
Backwards

www.astekweb.com
©
Astek
Consul3ng
2013

Start
Backwards

!   What
are
your
goals?

!   Not
just
your
business
goals

WRITE
THEM
DOWN

www.astekweb.com
©
Astek
Consul3ng
2013

Now
What

!   Goals:
Pick
3

!   Be
measurable

!   Be
realis3c

!   Be
ﬂexible

MAKE
YOUR
NEW
LIST

AND
KEEP

www.astekweb.com

UPDATING
IT
©
Astek
Consul3ng
2013

Take
Inspira3on
from
Peers

www.astekweb.com
©
Astek
Consul3ng
2013

Do
Your
Research

www.astekweb.com
©
Astek
Consul3ng
2013

Search
Engine
Op3miza3on

!   Google
Ad
Words
and
Keyword
Tool

!   Adwords
Editor

!   SEM
Rush

www.astekweb.com
©
Astek
Consul3ng
2013

Search
Engine
Op3miza3on

!   Pick
your
ﬁnal
keywords
and
commit

to
them

MEDIUM
-‐
LOW

COMPETITION
AND
BE

SPECIFIC

www.astekweb.com
©
Astek
Consul3ng
2013

Pick
Your
PlaMorms

www.astekweb.com
©
Astek
Consul3ng
2013

Possible
PlaMorms

www.astekweb.com
©
Astek
Consul3ng
2013

What
Provides
Be^er
ROI

www.astekweb.com
©
Astek
Consul3ng
2013

What
PlaMorms
Are
Growing?

Image
courtesy
of
ComScore

www.astekweb.com
©
Astek
Consul3ng
2013

Target
Demographic
On
Social
Media

www.astekweb.com
©
Astek
Consul3ng
2013

ASK…

Are
YOUR
customers
engaging
on

those
plaMorms?

AND

Are
your
POTENTIAL
customers?

www.astekweb.com
©
Astek
Consul3ng
2013

Research
and
Pick
Your
PlaMorm(s)

www.astekweb.com
©
Astek
Consul3ng
2013

Before
You
Get
PlaMorm-‐Happy

Where
is
your
social
content
going?

And
does
your
website
show
it?

www.astekweb.com
©
Astek
Consul3ng
2013

Your
Website
SHOULD
Be
Here

Your
Publica3on’s

Interview
Website

Photo
Photog’s

Shoot
Social
Website

Social

Media

Media

Audience

Online
News

News
Website

www.astekweb.com
©
Astek
Consul3ng
2013

Take
Inspira3on
from
Others

www.astekweb.com
©
Astek
Consul3ng
2013

Now
That’s
Sorted
Out…

!   Blog

!   Google+

!   Twi^er

!   Pinterest

www.astekweb.com
©
Astek
Consul3ng
2013

Declare
Your
Process

www.astekweb.com
©
Astek
Consul3ng
2013

PlaMorm
Set-‐Up

!   Blog

!   Wordpress

!   Squarespace

!   Blogger

!   Tumblr

!   Posterous

www.astekweb.com
©
Astek
Consul3ng
2013

Wordpress:
Your
Developer
Needs

!   A
URL

!   Your
preferred
plaMorm

!   List
of
plug-‐ins

!   Access
to
your
website
design

template

!   A
deadline

www.astekweb.com
©
Astek
Consul3ng
2013

Wordpress:
Plug-‐Ins

!  ShareThis

!  Akismet

!  Google
Analy3cs
for
Wordpress

!  Google
XML
Sitemaps

!  Pla3num
SEO
Pack

!  Yoast

!  Wordpress.com
Popular
Posts

!  Outbrain
or
LinkWithin

!  Livefyre

!  For
when
you
start
with
Twi8er

!   WP
to
Twi^er

!   Tweet
Old
Post

www.astekweb.com
©
Astek
Consul3ng
2013

Blog:
What
You
Need

!   An
editor

!   Writer(s)

!   A
required
(and
realis3c)
editorial

calendar

!   A
quick
tutorial
for
best
prac3ces

!   Buy-‐in

!   Your
keyword
list

www.astekweb.com
©
Astek
Consul3ng
2013

Organize
Your
Content

www.astekweb.com
©
Astek
Consul3ng
2013

Editorial
Calendar

!  Google
Calendar

www.astekweb.com
©
Astek
Consul3ng
2013

Editorial
Calendar

www.astekweb.com
©
Astek
Consul3ng
2013

Editorial
Calendar
Sefngs

www.astekweb.com
©
Astek
Consul3ng
2013

Editorial
Calendar
Sefngs

!  Sefngs
Tab

  General

  Calendars

!  General

  Time
zone

  Automa3cally
add
invita3ons
to
my
calendar

www.astekweb.com
©
Astek
Consul3ng
2013

Editorial
Calendar
Sefngs

!  Calendars

  Details

  Share
This
Calendar

  No3ﬁca3ons

www.astekweb.com
©
Astek
Consul3ng
2013

Finding
What
to
Post

!  Start
with
your
content

!  RSS
feeds

!  Google
Alerts

!  Google
news
search

www.astekweb.com
©
Astek
Consul3ng
2013

The
Publishing
Kitchen
Sink

!   Analy3cs
!   Listening
Tools

Dashboards

!   Radian6

!   Google
Analy3cs

!   Sysomos

!   Omniture

!   SM2

!   Webtrends

!   CustomScoop

!   Argyle
Social

!   SproutSocial

!   SocialBro

Complete
List:
h^p://bit.ly/stmjRF

www.astekweb.com
©
Astek
Consul3ng
2013

Recommenda3ons

!   Analy3cs
!   Listening
Tools

Dashboards

!   SproutSocial

!   Google
Analy3cs

!   SocialBro

www.astekweb.com
©
Astek
Consul3ng
2013

Measure
Your
Results
and

Remember…

!   Your
business
is
different

!   Your
website
is
different

!   Your
site
visitors
interact
and
transact

differently

!   Choose
YOUR
goals
and
set
your
own

form
of
measurement

www.astekweb.com
©
Astek
Consul3ng
2013

You
Have
Data:
Now
What?

!   What
Worked?

!   What
Didn’t?

!   Who’s
Doing
it
Be^er?

!   Declare
Next
Steps
and
Updated

Goals
(if
applicable)

START
THAT

BACKWARDS
PROCESS

www.astekweb.com

ALL
OVER
AGAIN
©
Astek
Consul3ng
2013

The
Social
Media
Mantra

!   Have
goals
and
expecta3ons

!   It’s
about
the
goals,
not
the
plaMorms

!   Be
authen3c

!   Be
realis3c
and
accountable

!   Be
prepared
to
change
your
course

!   Be
human

www.astekweb.com
©
Astek
Consul3ng
2013

Thank
You!

www.astekweb.com

www.theworkingwardrobe.com

www.speakingoﬀashionpodcast.tumblr.com

Rachel@TheWorkingWardrobe.com

Twi^er.com/RachelYeomans

www.astekweb.com
©
Astek
Consul3ng
2013

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