5 EASY STEPS TO AVOID SOCIAL MEDIA MISTAKES
The Social Media Issue
Yolande Macon Speaking Her Language through Visual Expression
Not Your Ordinary Duo "It's Closet Talk" CEO Feature
Creating Innovative Content Engaging Your Audience & More!
September/October 2020
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IMM
TABLE OF CONTENTS 07
Editor's Note
09
7 Tips to Grow Your Following
09
by Cassie O. Lopez 12
5 Easy Steps to Avoid Social Media Mistakes
By Tania Marshall
12
11 14
14 IMM Exclusive Speaking Her Language with Yolande Macon Creative Director & Blogger 21
Not Your Ordinary Duo
It's Closet Talk CEO's, Morgan Buckmon and India Fersner, talk virtual styling 26
21
Creating Innovative Content: How to Engage Your Audience By Tiffany Davis
29
Tapping Into Your Talents: Discovering Hidden Passion By Derek Hough
26
29
MON DAY• O C . Y A D N
CHOCO
O M E T T A L .
LATTE
W W W
ICE CREAM
IMM Editor-in-Chief Matia Johnson-Buggs
Creative Director Executive Producer Contributing Editor Contributing Designer Senior Editor Design Editor Editorial Assistant Art Director Deputy Photo Editor Photo Assistants Staff Writers Contributing Photographer Contributing Illustrator
Dominic Guerrero Taylor Klein Marcus Daily Kelsey Carter Angela Mitchell Alma Myers Patti Lawrence Wesley Sherman Josephine Vasquez Gustavo Becker, Noah Scott Cassie O. Lopez, Tania Marshall, Tiffany Davis, Emilio Cruz, Derek Hough Jonah Denworth, Jeff Ho, Mariela Naplatanova, Jonah Marquese Santiago Holmes
EDITORIAL OFFICE P.O. Box 1565, Bowie, Maryland 20721 info@innovativemindsmedia.com IMM Magazine is published content created by Creative Expressions Group, Inc. www.innovativemindsmedia.com
IMM Magazine | 05
VITAMINFRESH.NET
editor's note Ah, summer is almost over! Gone are the 90 degree days, the flowy dresses, open-toe shoes, trendy swimwear suits, and...COVID-19 masks (wishful thinking)? Well, some things aren't going anywhere anytime soon, and with that, brings me to the theme of this issue...Social Media! It's no surprise that social media is running today's times. And why wouldn't it? It's the unique driving force behind how we advertise our brands. We also use it to attract customers, get customer feedback and build customer loyalty, all the while increasing our market reach and building unique connections. Got a knack to improve the way you do business? Check out our 7 tips on growing your following by engaging your audience. You'll be able to take notes on steps to avoid social media mistakes, and creating innovative content - content that excites your audience! You'll be able to step into your purpose and become a visual guru, much like our cover star, Yolande Macon, Creative Director of style blog, The Language of Yolande and Curated.ByYolande. We also have a special feature with the lovely ladies of "It's Closet Talk," Morgan Buckmon and India Fersner, and how they have created a platform to encourage people through style and expression. Whether if you are thinking of starting a business, becoming a stylist, or outlining your next creative campaign, enjoy this special social media issue and get inspired! Cheers to you, CEO. Are you tuned in? Innovative Minds Media has recently launched our podcast! Listen to us on Apple Podcast, Google, Spotify, and a plethora of other platforms. Join CEO Matia Johnson-Buggs as she brings motivational pieces, branding and marketing vibes, and special guests. Also follow us on our handles below: www.facebook.com/InnovativeMindsMedia/ www.instagram.com/innovativemindsmedia/
Be blessed,
Matia Johnson-Buggs IMM Magazine | 0 7
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EXCLUSIVE
7
Tips
to Grow Your Following Everyone has struggled with writer's
#1. Tell Your Story
block time after time. Imagine what
A true business is not just a business,
the writer's block must feel like
but it's a brand. A brand is an identity,
when you include the extra added
a relationship that people buy into
pressure of growing your following!
that's authentic. So why not tell your
The key is to build a thriving online
story? Yes, that's right, tell your story!
community of your ideal fans, the
A true brand has a voice and makes
ones who'll actively engage with
people feel something, whether it be
WRITTEN BY CASSIE O. LOPEZ
your content, share it with their
through photography, a story on how
PHOTOS BY JONAH DENWORTH
networks, and ultimately, become
you started, your fave travel places,
paying customers.
and more! Tell us your story!
It's time to get inspired by posting online. These 7 tips will navigate you on your path to developing not just a fanbase, but a true following!
IMM Magazine | 09
#2. Stage a Giveaway or Contest
#5. Tap into Tagging
Trying to build active engagement? Design a giveaway or
If you post an inspiring quote, write “Tag a friend who needs
contest that can get your audience interested. Some ideas
this today”; If you share a video about Mother’s Day,
include, "Comment to Win," "Photo Contest," "Fill in the
encourage your online community to tag a friend (or better,
blank contest," and "Caption Contest." The tip is to
friends) who means a lot to them, and with whom they would
promote it everywhere, from your social media sites to
like to share your message. But use this message sparingly, or
your website, the contest or giveaway needs to be
else it's considered spam.
viewable on all platforms. #6. Be an Active Engager #3. Share More Videos
Want a great way to engage your audience? If they write
A great way to maximize engagement is by showcasing a
you...write back! Having that true authentic conversation is
video. This can be anything, from a behind the scenes, to a
always good. You can encourage this by giving a "call to
video of your home office, right down to your breakfast
action," by requesting small things such as "Double tap if," or
routine with family. The important thing here is to create a
our personal fave, "Comment below if..." When you include
connection, and people love seeing that connection in film.
small invitations in the post, it creates an opportunity for you to engage!
#4. Use Hashtags Sparingly Want people to find your page? Using hashtags is a great
#7. Just Let it Be
way to show up in feeds, but use them sparingly. For
Are you busy working on steps 1-6? If so, relax, take a step
example, on Monday you could use the trending hashtag
back, and don't overthink it. You are well on your way to
#MondayMotivation to share a quote or an inspiring story
creating an amazing following for yourself, and remember,
with your followers. Other examples of this include
anything worth having takes time. Don't see the numbers you
#WisdomWednesdays, and #FlashbackFridays. People
want right away? Neither did Diddy...but with time, you'll be
searching that particular hashtag might come across your
able to sit back and enjoy the fruits of your labor! >>
post, and will hopefully check you out and even follow you. IMM Magazine | 10
A L L O R A AUTUMN WINTER '20 IN STORE NOW ALLORA.COM
5 EASY STEPS:
To Avoid Social Media Mistakes Navigating social media can leave a sour taste in your mouth. Don't get yourself in a pickle. Take note of these 5 easy steps to avoid SM mistakes below: Think Strategy, and Beyond Beyond your general campaign strategy, you need to have a plan for each platform, including a content schedule line-up. No Goals, No Gain Try the SMART goal-setting technique to help develop your business’s objectives. All of your work on social media should be to advance your business’s specific goals. IMM Magazine | 12
by Tania Marshall Photo by John Adams
Don't Ignore Your Followers You should always engage with positive follower comments. Show your appreciation for people sharing your content or commenting on a post. Being Inauthentic No matter how busy you are to post, human touch makes a difference. Let your followers see you, not just a small business sharing marketing efforts everyday. Babysitting Too Many Platforms Focus on the correct platforms. It’s better to have a strong presence on two channels than a mediocre presence on five. >>
EXCLUSIVE
COVER STORY with Yolande Macon
SPEAKING HER LANGUAGE A COVER INTERVIEW WITH ENTREPRENEUR, YOLANDE MACON
Yolande Macon has coined her own language. She's the
YM: First, I acknowledge this is all God’s plan and
definition of relentless, a creative powerhouse expressing
purpose. From the mountains to the valleys, His name
herself through style and encouraging others to do the
will be exalted. When having your own business it’s
same. Virginia Beach turned New Yorker, her goal is to proclaim the beauty of truly living in your purpose. Along with keeping her spirituality first, she uses her brands,
so easy to get caught up in self. Especially having a brand that is focused around yourself and who you
Curated.ByYolande, and The Language of Yolande, as outward
are. It’s a battle at time to not jump in the driver’s seat
expressions of her authenticity. Find out what drives this
but God always has a way to remind you who’s in
CEO woman of God below:
charge.
IMM: What’s the story behind “The Language of Yolande” and your brand? YM: When I was in college I took a fashion psychology class where I learned fashion is a form of non-verbal communication. It is the first thing that speaks for us. It tells who we are, where we come from, and sometimes expresses our passion. Since then I started to notice how individual style really is. It’s like our own little language. This observation gave birth to The Language of Yolande. It’s my own language that I translate to my audience. I celebrate my language and encourage others to do the same.
In 2018, I was diagnosed with a very rare disease that almost took my life. For a month, I was in and out of the hospital because my organs were damaged and my blood pressure was at stroke level. Prior to this, I was going through depression and didn’t feel like God was there for me. I shut him out of my life. While in the hospital, I felt God’s presence and Him telling me “Everything will be okay." All my worry and pain from depression went away because once again God reminded me He was in control. In the story Jonah and the whale, God gives Jonah a mission but Jonah feels it’s too hard so he runs. No matter where he
IMM: You’re a very spiritual person. How do you stay connected with God when it comes to building your brand? Can you talk about your blog post on The
runs, God is there. He ends up getting swallowed by a whale. It is there where he realizes that God’s plan for his life is greater than his fears. >
Language of Yolande blog site, “Yolande and the Whale?” IMM Magazine | 15
He sees that his fears only take him out of God’s will.
IMM: What does it mean to be 100% authentic?
He prays for God with understanding and is released
YM: With living in a social media age, we get so
from the whale. After a month in the hospital, I had a
caught up in appearance. We set aside parts of
full recovery beyond my body. God renewed my mind,
ourselves to appeal to the masses. At the beginning of
heart and vision. He reminded me how on purpose I
my brand, I did the same. When talking to people in
was and how much He loved me. Jonah and the Whale
person I realized they had this false idea of who I was.
was the first story I read after the hospital and man did
As if I didn’t have issues and shopped a lot. I
this story hit differently. I realized I was running. God
understand how lonely life can get when you feel like
gave me a plan but fears kicked in and like Jonah, I ran.
something is only happening to you. I was able to get
It’s this testimony that I hold in my heart. It is my
through some of my hardest times by knowing
constant reminder that nothing is an accident and how
someone else experienced it before. Hearing others'
God’s plan and purpose will always prevail.
testimonies got me through it. I made it my mission to be very transparent in my growth. Although I have a
IMM: What would you say are some of the hardest
fashion platform, it doesn’t mean it has to stay at a
challenges you’ve had to overcome growing up?
surface level. Fashion is deep and plays a major factor
YM: Imposter Syndrome - the feeling that we don’t
in our mental health so I just decided to take it a step
deserve what we have. That we are out of place. This is
further and talk about real life stuff.
a constant battle for me. It takes me out of my purpose and leads me to focus on the little things that don’t
IMM: Describe a day in the life of being a Content
matter. This is where my relationship with God kicks in.
Manager for you? What do your “you” days look like?
Imposter syndrome is not of God. From the moment I
YM: The day in the life of a content creator is a
was created I was given purpose and promised by God
commitment to your phone. It is accepting that it’s
that I will never be displaced. Although I still battle with
now attached to your hand. When I wake up I answer
this, I had to overcome thinking I was alone in
all new and looked-over emails. Then I check my
overcoming this problem. I now know that God is my
content calendar to see my posts times and upcoming
refuge.
campaigns. If there’s campaigns or collaborations I have to shoot, I do that. Then on to editing...there's
IMM: Describe your style. What advice can you give
always something to edit. Of course the life of a
people working on their own style?
content creator is much different in 2020, because
YM: I would say my style is classic with a twist. I love
what isn’t different this year? In the past I would
taking classic pieces and playing with their color,
check my calendar for my events but now I’m making
texture, dimension, and proportion. My style is 100%
events out of going to the park or long walks. I’m
me. Lively, a little loud at times, and super chill. I
appreciating this time because it’s really giving me
encourage that for everyone’s style. Make sure it
time to refine my goals and what’s important to me
expresses who you are. This requires having an
and my brand. I also am catching up on my shows,
understanding of who you are first.
cooking new recipes, and taking care of me. > IMM Magazine | 17
IMM: What are some of your current fashion
IMM: Tell us one thing about you that we could never
obsessions?
guess.
YM: Any and everything green. With 2020 being a
YM: I’m the biggest Marvel geek. During quarantine, I
bully, the green trend keeps a smile on my face.
OD’d on the movies and even watch some of the marvel anime.
IMM: If you could have lunch with any muse, who would it be and where would you go?
IMM: What’s up next for you?
YM: Pyer Moss! He has found a way to love fashion,
YM: To continue on my purpose which I believe
call it out for its lack of respect for black culture, and
fashion, rehabilitation of my culture, and mental
honor black people and their ancestors all in one
health awareness all play a part. Last year I started my
swoop. We would go to a blacked owned restaurant
brand Curated.ByYolande which touches on each one
because there’s nothing like growing the black
of these. I started by creating art that spoke to the
community. We would sit and talk about how we
beauty of black people for black people. Then I
combined our passion and how we will continue to do
started a dinner series for BIPOC (Black, Indigenous,
the hard work in the future.
People of Color) where we can break bread and have a space to freely talk about issues that plague our
IMM: What does success look like to you?
community and how we can be of service to each
YM: Lately this has changed for me. I’ve come to
other. Now my goal is figuring out how to grow my
realize that I’m already successful because I have
brands
purpose. I guess I would say making sure God’s name is
created/revealed. >>
in
the
new
normal
that
2020
has
exalted in my work. I want to make sure I’m in the backseat at all times while God is driving. IMM: What type of advice would Yolande give to 21year old Yolande? YM: I would say, "Girlllllll you are worthy, beautiful, smart, on purpose, talented, kind, loving and caring. Nothing about you is a mistake. Life will get hard but keep looking up to God and nothing will stand against you." IMM: Fave quote? YM: I’m about to sound like a holy roller because it’s definitely a bible verse. John 15:16 “You did not choose me, but I chose you and appointed you so that you might go and bear fruit—fruit that will last—and so that whatever you ask in my name the Father will give you.”
Follow Yolande on IG: @thelanguageofyolande Visit her blog at www.thelanguageofyolande.com
IMM Magazine | 19
NOT YOUR ORDINARY DUO Highlight with the CEO's of "It's Closet Talk"
The pandemic might have slowed down a few things, but
CT: The idea of creating a platform to focus on the
for the lady bosses of It's Closet Talk, virtual styling hasn't
things that relate to a closet initiated what Closet Talk
missed a beat. Based in Washington, DC, Morgan
is today. Coming up with the name “It’s Closet Talk”
Buckmon and India Fersner know how to adapt to the
didn't happen overnight but we instantly fell in love
times, and to the trends, all the while encouraging clients
when the name came about. Closet Talk is a relatable
to express themselves through style. Find out how these
space where we can encourage the everyday person to
CEO's are thriving through fashion below:
build, maintain a functional wardrobe, and spark
IMM: How did you two meet? CT: We met at Hampton University (The Real HU) during our freshman year. IMM: How do you balance friendship and business? CT: Our friendship is a big contributor to balancing our business. Respecting each other’s point of view and consistent open lines of communication is the foundation. We run in the same circle so our relationship enables us to work and play. IMM: What’s the story behind “It's Closet Talk” and your brand? IMM Magazine | 22
creativity that will transition an individual's vision of style. We are that good girlfriend you can call for styling tips or closet organization ideas. IMM: What challenges do you have as stylists? CT: Sizing has been one of our challenges we have faced. Each body type is different. What may look good on one client may not look good on another. It is important for us to keep body type in mind, garment structure and material, and knowing the fit of different brands. IMM: How do you choose what looks work for each individual client?
CT: We first have an introductory phone consultation
IMM: How has COVID-19 impacted your brand and
with our client to get to know them and their needs.
what are some of the ways you work around it?
During the conversation we request a photo of
CT: Our closet organization service got hit the most
themselves and their style inspiration. From there we
because we had to social distance and we weren’t
can curate looks for a specific event or their wardrobe.
allowed in our client’s homes. We then decided to shift our closet organization service to a virtual platform. In
IMM: Describe your personal style. What advice can
addition to our closet organization services, our styling
you give someone working on their own style?
services, in person and virtual, were at a halt. The
CT: Together our style yields a powerful combo that
wants and needs of our clients drastically changed. To
showcases a fresh, polished, trend-driven and bold
work around that, our Instagram content began to be
point of view. Be yourself, it’s great to have inspiration
more geared towards at home styling and closet tips.
but take that inspiration and make it into your own. IMM: Where do you pull your creativity and IMM: What are some of the most treasured items in
inspiration?
your closet?
CT: We love flipping through magazines, scrolling
CT: (India) My mom’s jewelry that I have after she
through Instagram (always), Pinterest, fashion blogs,
passed away. (Morgan) My first ever Diane Von
and everyday life. We love to watch and see what
Furstenberg wrap dress. It’s an iconic piece that I'll
others are wearing. People are walking inspo!
never get rid of even if I can’t fit it anymore. IMM: If you weren’t stylists, in an alternate reality, IMM: Tell me how you organize, plan, and prioritize
what would be your professions?
your busy schedules with everyday life?
CT: (India) To be honest, what I'm doing right now. I
CT: It’s not easy but we make it work! Even though we
can’t see myself doing anything else. (Morgan) I would
both have full-time jobs, we carve out enough time
be a backup dancer for Chris Brown.
during the week for meetings and our clients. We use a project management and task management app
IMM: What trends are you loving right now?
called Trello to create deadlines and track tasks as well
CT: Right now we are loving sheer tops, puffy sleeves,
as making sure we hold each other accountable.
animal print, hues of orange and pink transitioning through the seasons, layered jewelry, leather (real or
IMM: What’s the best way to deal with someone who
faux), and small cross body bags. >>
has low confidence? CT: We love the quote by Deion Sanders but with a
To keep up with the ladies of It's Closet Talk, visit their
twist, “Look good, feel good, do good." Your level of
website at www.itsclosettalk.com, or follow them on
confidence changes with simple things such as getting
Instagram at @itsclosettalk.
your hair done, putting on a new outfit, or taking time for yourself. We love to boost our clients confidence and celebrate their unique sense of style. IMM Magazine | 24
Alpha D E S I G N E R
S U I T E S
ALPHADESIGNERSUITES.COM
Creating Innovative Content HOW TO ENGAGE YOUR AUDIENCE
By Tiffany Davis Photos by Mariela Naplatanova
IMM Magazine | 26
It's that time again. You've finally stopped hitting the snooze on your alarm clock, turned on your coffee machine, and now it's time to create some content. But what happens when you feel like you have nothing to say? Content creation is a vital element to expanding and showcasing your brand. People want to know who you are, and why they should buy into your products and services. And before they can do that, you must give them what they want, meaning, innovative content that speaks to who you are, and who your company is, as a brand.
So let's say you finally rummage through your photo gallery and share a post. What motivates users to share your content? Clearly, there is a science behind what motivates users to like, comment, or even retweet/repost on their own platforms. But it just seems like such a hassle. So is there really a way to create innovative content that can attract your audience to engage with you? Why, of course there is! You are one step away from creating high quality content for engagement with these tips.
“Content creation is a vital element to expanding and showcasing your brand.”
Keep Your Audience in Mind
Smart Structuring is Your Friend
Before ever creating or sharing content, think about your audience: ask yourself if it's something they would like to see and share with their friends. Once you have some ideas, you can even poll your audience to generate comments and perhaps initiate debate. This not only creates engagement, but gives you special insight into what they are looking for.
Internet users read rarely read unless they come across something eyecatching, and nothing will turn them off more than a "wall of text." Format your content intelligently by using numbered lists, bullet points, shades of color, and headers to easily highlight key information points.
Create Infographics Infographics are informative but easy to understand. And because they come in the form of images, they are convenient for the majority of Internet users who mostly share visual content on social media. Using tools like Piktochart or Canva give you a running start when it comes to design. Plus, most people are attracted to the break in monotony on profiles, so creating infographics can be a much needed, creative break.
Give them Value Informative content is good, but if your readers and clients can’t put your words in practice then they will not benefit from what you are trying to sell to them. A primary goal of content is to solve users' problems and show how to overcome them; this will not only build brand loyalty, but it creates an authentic brand and will keep them coming back for more. And having returning customers and clients is always the ending goal. As long as the content you create is genuinely helpful, it's also certain to be passed around. And the more your content is circulated, the better it will be for your business. >>
IMM Magazine | 27
TAPPING INTO YOUR TALENTS DISCOVERING HIDDEN PASSION Discovering new talents is like peeling an onion; you are made up of all these different layers and your talents are endless.
WRITTEN BY DEREK HOUGH PHOTOS BY JONAH MARQUESE
We all feel pressure to be perfect at
What is the definition of progress?
times. Whether that pressure is real
Progress is described as forward
or perceived, it can come from within
and
us, our environment, or those around
positive
us. Although deep down we want to
fixating on what we aren’t great at,
be successful, perform well, and be
what if we shifted the focus to our
admired or respected, the reality is
strengths and unique skills and
that there are some things we’re just
leveraged what we are good at to
never going to be good at no matter
achieve real success?
onward
movement
in
direction. Instead
a of
how hard we try. So in reality, the goal is to not be perfect, but progress. IMM Magazine | 29
Find your Forte:
The Thrill of Discovery
Start mapping out your passion by asking yourself
Ever have that rush feeling that comes with the joy of
some thought-provoking questions.
learning something new?
Make sure to
That's what the thrill of
write your answers down either in a journal or a dry
discovery is. Finding out new passions and talents can
erase board (so it's visual):
create a sense of wholeness.
What do you love to do?
The Thrill of Research
What makes you feel the most confident?
Have you ever channel surfed and come across a recipe
What is blocking you from living out your dreams?
that you absolutely have to try?
Describe a time when you know you inspired others?
ingredients, you set your oven to 350, and that
What are some of your short term goals?
watermelon casserole comes out delicious. Okay, we
What, or who, brings out the best in you?
don't even know what watermelon casserole is, but you
What are some of your long term goals?
get the drift. By making that one dish, you realize, "Hey,
Write a list of two things you can have completed at
that was kind of cool. I need to try cooking recipes more
the end of every week.
often," and you become one with Top Chef. Then before
What tasks or activities do you get the most excited
you know it, you're on Instagram and Pinterest looking for
about?
new recipe ideas. A little research can jump-start your
You buy all the
new talent right into gear. Why not dive deep into what's The advantages of embracing your abilities and finding hidden passions can be the following:
IMM Magazine | 30
really at the core of you? Happy Discovering! >>
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