Going Social:
a Social Media G u i d e f o r Fa s h i o n Brands Zara Simmonds
“You need to inspire people to become customers...great stories draw people in”
David Karp - Founder and CEO of blogging platform Tumblr
A round up of the six most popular social media platforms...
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Faceb o ok
Yo u t u b e
Tw i t t e r
Remains the most important platform for brands to market themselves because of its size. The new timeline page design has made the platform much more of a visually-led experience which, is ideal for a fashion brand. Facebook is best to show the daily insights into your brand with posts such as on behind the scenes and campaigns. As well as promotions, product visuals, the latest trends you’re inspired by and any fashion news. Make sure you post content regularly at least twice a day but no more than four. Pushing products should only be a small percentage of what you post.
Is a great way of showcasing products and styles as a video format. More direct marketing can be incorporated on this platform. Perfect for ‘how to style’ videos as well as interviews and ‘behind the scenes’ of any photoshoots your company may be involved in. It’s a great platform for your brand to become more personal with the consumer with the chance of consumers commenting and sharing your content to their networks.
Twitter has become a mandatory medium for fashion brands. Twitter is a social space where consumers can say anything about the brand, at any time, so it’s important you regularly use twitter daily. Twitter offers the chance to gain a common voice with your consumers; it’s about what your company loves, rather than what you sell. It’s ideal for insights, thoughts, and news about your company. The platform is a great way of talking to your consumers: finding out what they like and don’t like, this is valuable information for your company.
Going Social: a Social Media Guide for Fashion Brands
Tu m b l r
A visual pinboard which users can ‘repin’ and ‘like’ images. By users ‘repinning’ your posts creates more consumer following and interest. It’s a great opportunity to post primary images of products as well as repins of mood imagery to showcase your brands aesthetic. You can have multiple virtual pinboards which means multiple user interaction and sharing of content. With every pin is an opportunity for users to go directly to your Facebook, Twitter and website by the use of linking the URL to every image.
An ideal platform for a fashion brand to have presence due to it being a visual rich channel with many fashion aware consumers seeking fashion inspiration. It is a visual alternative to Twitter: a quick and easy way to upload visually appealing insights into your brand. It is a good platform to push and link content to your Facebook and Twitter page. Unlike other platforms it’s a way of showcasing your products beautifully with details of where to buy from. Brand awareness are the main objectives on Instagram, but there is also the opportunity to engage with consumers to gain brand loyalty.
An ideal platform for image posts, a visually rich platform which is ideal for a fashion brand to showcase clothing. While the platform lets users post everything from text, audio, video, quotes and links, in fact 50% of content posted is images. It is easy to use, you have control on what your page looks like which is good for a brand with a distinctive aesthetic. There is a large fashion community using this platform whom are engaged, fashion forward users.
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Yo u m a y h a v e u s e d s o c i a l m e d i a b e f o r e , o r a t o t a l b e g i n n e r. W h a t e v e r y o u r e x p e r t i s e i n t h e f i e l d , m a k e s u r e y o u c o n s i d e r t h e f o l l o w i n g p o i n t s w h e n p o s t i n g o n l i n e ... Know who your target consumer is Who are they? What are they interested in? Their lifestyle: consider everything. What do they want to see?
Know each social media platform well Take some time into looking and searching on the social media platforms you’re brand is considering to be placed on. Make yourself aware of the platforms you are not as familiar with.
Who are the users on these platforms? Take a look at the users profiles. What type of consumers are they? Do they match your target customer criteria? Decide which platforms your target consumers will be on and concentrate posting content within these networks.
Have a social media strategy set up Have a strategy in place beforehand. Think about the content you wish to post on social media and gather some images and ideas ready.
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Going Social: a Social Media Guide for Fashion Brands
Decide on the type of ‘voice’ you want to portray Voice meaning the way you write your captions and how you say things on social media. How do you want your company to come across? Think about your brands image: will you decide to speak to your following like a familiar friendly voice. Or remain composed, and keep professional? Whatever your choice: make sure it relates to your brand and speaks to your target consumer well.
“It takes many good deeds to build a good reputation, and only one bad one to lose it ”
Benjamin Franklin, a founding father of the USA
Sell yourself with integrity You must make sure your company can deliver efficiently. Consumers want to see that your social media image matches up to what is portrayed in reality.
Make sure the content is relevant Its important the content you’re posting is in the interest to your target consumer. Make sure content that you post is alternated for example a product post followed by a fashion quote or tip then a ‘behind the scenes’ post. 4
U s i n g Tw i t t e r t o e n g a g e If used well, Twitter can be a great asset to your social media strategy. Twitter has now infiltrated the mainstream with over 650 million users on the platform. The platform is a big influencer within purchase decisions and for fashion brands, it’s become a mandatory medium, based on the simple premise that if you’re not there, the conversation will still happen without you. .Twitter is all about insights, thoughts and news from your company. It’s through personality that you gain followers, and through interesting and authentic content (that’s again about what you love, rather than what you sell), that encourages your users to share within their network. Topshop’ Twitter page @topshop
Topshop’ twitter page is a good example of engagement on Twitter. The company includes content that they know their young consumer base will enjoy to keep them interested. They often run competitions solely for their Twitter followers. Content on their Twitter includes: - Behind the scenes - ‘New in’ products (almost daily) - Events -Best dressed - Competitions - Trends they love - Celebrity endorsements (retweeting celebrities if they mention Topshop) -Make up and hair tips 5
Going Social: a Social Media Guide for Fashion Brands
Tw i t t e r d o ’s a n d d o n’t s Do keep your tweets short
Shorter tweets get 70% more engagement than longer posts.
Do ask questions
Ask your followers questions to enhance engagement. Make sure you always reply to any questions from your followers.
Don’t overdo hashtags
Including to many hashtags is off putting to users, keep it to a maximum of 3 hashtags per tweet.
Do team up with a blogger
Teaming up with a blogger and offering discounts via Twitter works well for small brands to build their brand recognition.
Do tweet with mystique
Tweet with mystery so the user is more intrigued.
Do tweet more at the weekend
Brand engagement on Twitter is reported to be 70% higher at the weekend.
Don’t be afraid to retweet
Retweet anything that is relevant to your brand that you think your followers will enjoy
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Instagram Features the highest consumer engagement of the social media platforms: 15 times that of Facebook. With retail and fashion deominating the top 10 largest communities on this platform. Instagram is a visual alternative to Twitter; a real-time insight into your brand through beautiful, aesethetically pleasing images.
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Going Social: a Social Media Guide for Fashion Brands
“Visual media do more than communicate information, they inspire emotion and action�
Scott Galloway, NYU Stern School of Business professior 8
Instagram good practice
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Going Social: a Social Media Guide for Fashion Brands
Outfit builds are a great way of showcasing clothing in an outfit form complete with accessories. It will increase consumer interest as they can visualise what to wear the clothing with.
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Instagram good practice
ASOS.com
Lifestyl 11
Going Social: a Social Media Guide for Fashion Brands
E-retailer ASOS.com complements its online only clothing by using social media successfully. It provides a more personal interaction to its young audience, by having a familiar voice and almost talking to them like a friend. The brand often features ‘lifestyle’ posts. Although not typical for many retail brands, this content is a great way of followers relating themselves to the brand and more likely to be shared across their networks.
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Instagram good practice
ASOS.com
Using hashta engag 13
Going Social: a Social Media Guide for Fashion Brands
Asos.com posts content that mirrors their consumer’s interests and asks their fans to contribute themselves. They frequently ask for participation from its fans by asking them to post images of themselves in their ASOS clothing and use the hashtag #AsSeenOnMe. With the chance of the individual’s image being featured on ASOS’ website. This creates engagement with the brand and the individual, whilst the brand gains more scope as the post will be seen by the individual’s followers.
ags to create ement 14
Instagram good practice
Fro c k on V i n t a ge
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Going Social: a Social Media Guide for Fashion Brands
Frock on Vintage on Instagram (@frockonvintage) is a good example of appealing its young consumer network. It features posts with product both on a model and on the floor as an outfit build with savvy slogans to grab the users attention. It also concentrates on lifestyle posts which owner Pam says is important when posting on social media: posts such as fashion quotes, trend inspiration, music and celebrity ‘throwbacks’. These posts combined attract the young, fashion aware consumers who have the same interests not just in fashion.
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Fro c k on Vintage Frock on Vintage is an independent vintage brand appealing to those 20 something’s who are after something truly unique. The Birmingham based brand was established in 2009 and since then, has gained tremendous scope and customer interest not just from local vintage lovers but from all over the country thanks to the help of social media! I talked to owner and fashionista herself Pam Cheema who has built up a successful social presence for her brand to see how social media has benefitted her company… 17
What is Frock on Vintage? Frock on Vintage is a contemporary and trend driven vintage clothing brand that specialises predominantly in oneoff 80s and 90s clothing. All the items I source are handpicked and are unique pieces that you wouldn’t find on the high street. Frock on Vintage has a studio in the Custard Factory, in Digbeth, Birmingham. Customers can enjoy a one-toone, personal styling experience by booking an appointment at the studio with myself.
Going Social: a Social Media Guide for Fashion Brands
Who is the Frock on Vintage customer? The customer I aim for is a broad mix of ages and types, but with the same thing in common: wanting someone different that won’t be seen on anyone else. My selling point for the brand is that the garments I sell are handpicked, one off vintage clothing. The customer is someone who is looking for something truly unique, whilst being on trend. The customer base ranges from students, 20 something’s and working creatives.
How would you describe your brands image? In branding terms, I have always tried to keep the brands image on the website and social media a clean, simple aesthetic. I do believe that simplicity speaks volumes. In recent years, vintage clothing has become very popular and has been stereotyped as ‘grannies old clothes’. I wanted to stay away from that stereotype for Frock on Vintage. I have tried to evolve the brand as an up-to-date take on vintage, even though vintage is second hand. I have tried to perceive the brands image as a really cool, easy to wear whilst being trend driven. I am always aware of what trends are about, and incorporate these trend posts within my social media strategy. It’s important that I have a running theme within the social posts so that the consumer is aware of the brand identity; it’s not just showcasing the clothes but perceiving a lifestyle too.
When was Frock on Vintage first established? And what social media channels were you first on to help promote the brand?
The brand was first set up as a business in 2009. At this time, social media was near enough non-existent apart from Facebook, in which at that time it was mostly individuals on there. To get the word out there about my brand I went to local events, meetings with companies, emailed local companies and, word of mouth from customers. It’s only been the last two years that social media has taken off at rapid speed and I have really been pushing the presence of Frock on Vintage on social media. Facebook was initially a good platform to use to get my name out there. As I gained a following from Facebook I was able to take that presence and following to Twitter and Instagram. Instagram seems to be the best social media platform for Frock on Vintage: it’s a great visual way to get the brand out there and seen by potential customers.
great way for them see the items in a visual format wherever they may be.
Do you find Instagram users are more fashion aware individuals? I find that consumers go out of their way and look on Instagram for fashion inspiration from brands and other individuals. The fashion community seems to be huge on Instagram. Users like to see how to wear items of clothing: this is down to it being visual. Users want to see more of how to style an item and relevant trends.
Why do you think Instagram is the best suited social media platform for your brand? I think becasuse it’s so visually rich. It’s a great way of showcasing my items and the user is able to see details of the items close up. Instagram is easy to access: users can view the posts anywhere, it’s a
Pam Cheema, owner of Frock on Vintage 18
Which social media platforms have been the best to build up your online presence and scope for your brand? It’s been a combination of all social media platforms that help build a good, reputable brand image. It’s definitely important for small brands like Frock on Vintage to have presence on at least three social media channels such as Facebook, Twitter and Instagram. You do have to consider which content is best suited to which platform. I try to use as less text as possible so it’s easy to read and take in. This is why Instagram is so effective, as a picture speaks volumes. On Twitter I find its more about using key words and hash tags to gain engagement with individuals. It’s important that you regularly speak to your followers and ‘@’ them and ask relevant questions, even questions about fashion or celebrity news work well to gain engagement.
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“Pinterest is especially i n s p i r a t i o n : i t ’s a g r e the lates Has social media been a good source for trend research and inspiration? Yes, especially for a small brand like Frock on Vintage who doesn’t have the budget for trend forecasting websites and journals. Social media is a great way of finding out the latest and future trends for free! I usually look on Pinterest: it’s a good, visually rich platform that features some of the latest trends from industry professionals! I also go onto the Vogue app which features the latest trends from the catwalks. I also go onto the fashion website ‘Stylecaster’. There are a lot of free fashion websites out there that tell you what trends there are about and what is coming up for the fore coming seasons.
Going Social: a Social Media Guide for Fashion Brands
y good for research and at way of finding out t trends” Which posts get the most attention and likes on Frock on Vintage’ social media pages? When I’m posting on Instagram (because that’s my primary choice of platform to post on) I find the celebrity posts gain the most attention as well as the ‘throw back’ pictures of celebrities when they were younger. For instance I recently posted a picture of the Spice Girls that gained a lot of users attention, I think that was because the generation I appeal too can remember the Spice Girls as they were growing up. I find it’s important to relate to your target consumer and almost put yourself in their shoes: what would I like to see if I was them?
It’s leading up to Summer 14 do you have any posts in mind for the season ahead? Summer is a great season time to post on social media as there are so many events on like festivals and holidays that you can relate your posts too. I have already started to post summer related content as I think it’s important to think ahead and ask yourself, what is the consumer looking for this time of year? I also take into account the British consumer and the weather. I put outfit builds together in a creative way on the studio floor to post on the Instagram page that are suitable for summer occasions, as well outfits suitable for cold or rainy days to try and cater to every type of consumer. My outfit build posts gain a lot of user attention, I this is because they like to see how to wear a particular item of clothing so they can imagine wearing it themselves.
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Going Social: a Social Media Guide for Fashion Brands
Pam at Frock on Vintage regularly uses models to showcase the clothing so users can see what the item looks like on. This is then posted on the brands Instagram page. Pam says it is a mixture of using her statement pieces styled with items that users will already have in their wardrobes such as this kimono. I styled the kimono with a bodycon black dress that most consumers will already have. Pam adds a savvy slogan within her posts and makes sure the content is related. For example the above image was posted just before a weekend and a slogan ‘Be weekend ready’. 22
Examples of outfit builds styled that suited Frock on Vintage’ consumer appeal that was uploaded on Instagram.
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Going Social: a Social Media Guide for Fashion Brands
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Using social media as a tool for trend research:
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Going Social: a Social Media Guide for Fashion Brands
Pinterest is a fairly new platform that allows users to create virtual pinboards either on the website (Pinterest.com) or on their app. The platform is used for ‘repinning’ secondary and primary content of inspiring imagery. It allows users to create multiple image boards at one time: this platform is all about discovery and inspiration. Users can follow other users and their boards or, they can choose which board they wish to follow. The platform is a rolling feed of images with the option of ‘repinning’ images to your personal virtual board. The option of having multiple boards at one time is what differentiates Pinterest to other visual rich platforms such as Tumblr and Instagram. For every ‘pin’ (image) that is shared, also has the option for users to share to their Twitter or Facebook networks which creates more noticeability for a brand. Pinterest has a user base of 87% women users and features a large fashion community within the platform. This is good news for fashion brands that wish to build their network with fashion aware consumers. General content for fashion brands is about presenting images through boards, which feature a lifestyle: much like Instagram. Content should feature fashion as well as film, travel, art and culture.
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Collaborating With Bloggers Collaborating with bloggers is an effective way of a brand gaining more scope and interest: especially a brand who has just been established. Working with the right blogger that suits your brand DNA can do wonders as they already have the following on their networks to advertise your brands products. It is not always about working with the bloggers with the higher profiles but more about building relationships with the ones whom inspire and communicate well with their following efficiently. Sarah Luxe from www.saraluxe.com Kavita Donkersley at www.shewearsfashion.com
Users on social media (especially ‘millennial’ youth users) are more influenced by bloggers than brands posting images of models wearing their clothing. Individuals can relate more to a bloggers as it’s more realistic: the consumer can picture themselves wearing the clothing that is showcased on their favourite blogger. 27
Going Social: a Social Media Guide for Fashion Brands
Do your research Always read the blogs you are wanting to collaborate with. Understand their target audience. Are they a similar audience to your target consumers?
Following doesn’t mean ever ything The blogger may have a large following but look at how they are communicating to their audience. Do they have much feedback within their blog posts? Do they interact with their followers? Are they sending a friendly and warm message across their blog? All these are important factors to consider as it’s important for a blogger to communicate well: they may have a large following, but what they do with it is the most important thing.
Build a relationship with your chosen blogger Gaining coverage with the right bloggers, as well as managing a reputation is quite a challenge. But if you collaborate with the right blogger and build a good relationship with them, it can help the following of your brand a remarkable amount.
What can your brand offer to the blogger? There is a lot of competition out there with other fashion brands seeking bloggers to collaborate with. Bloggers have the choice whom they wish to work with. How can your brand differentiate yourselves to others? Offering the blogger free products for them to showcase on their networks is the usual route brands take. But think about what else you can offer the blogger. 28
Good Practice in Collaborating with Bloggers & Other Stories with Ivania Carpio from Love Aesethetics http://love-aesthetics.nl
Swedish brand & Other Stories teamed up with Invania Carpio blog owner of ‘Love Aesthetics’. The campaign was composed of several nail tutorials by Invania, using & Other Stories nail varnish which was done in her recognisable minimalist style. The collaboration was hosted on their website with the products next to the image so the products were easy to shop. It was also shared on all of their social networks as well as Invania’ blog and her social networks. 29
Going Social: a Social Media Guide for Fashion Brands
ASOS.com regularly team up with successful bloggers to advertise their clothing. Below, is just one example of ASOS collaborating with blogger Anne-Marie Mais blog owner of ‘Adenorah’ . Anne-Marie’ style suits the young, experimental dressing consumer ASOS appeals too. Below is a feature from the monthly ASOS magazine that is issued every month to regular ASOS customers. ASOS have placed the products next to the image of the blogger so the clothing is easy to shop.
Asos.com with Anne-Marie Mais from Adenorah http://www.adenorah.com
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Creating your own blog Having a blog alongside your social media networks is a great way of your consumers to see a ‘round up’ of insights into your brand. A blog is an opportunity for you to post all the content you wish to post on social media, but as a rolling feed. You can post content as regularly as you wish and link each on your social media networks. Do your research and look into other brands who have blogs alongside social media there is different ways of showcasing a blog and requires a little more time as the blog is all about your brands and it’s image it portrays. Missguided.com blog www.missguided.co.uk/blog
Missguided.com’ blog is a good example of having a blog full of interesting and appealing content to target their young audience. They manage to capture the true essence of a young, fashion aware consumer through their blog. They vary their posts to keep the consumer interested and engaged. Content within the blog features: - Photoshoots with links to their website to shop the campaign - Events and celebrity posts for example ‘best dressed at Coachella Festival’ - Beauty and hair tips with inspirational images found from secondary sources - Interviews with stylists and designers - Trend inspiration with a running theme they’ve found from Pinterest - Street style images - ‘Fashion muses’ posts - Behind the scenes at their HQ - ‘How to’ posts (hair and make up tutorials) 31
Going Social: a Social Media Guide for Fashion Brands
Keep the blog posts regular
Even if it’s secondary content, its better to post smaller regular posts than longer posts which are only now and again. Within blogging it’s all about posting regularly to keep the users engaged.
Link your blog posts
Link your posts to your social media networks and make sure to link your website for potential customer traffic. Reply back any comments on the blog to gain user loyalty!
Decide on your ‘voice’
How do you want to talk to your potential readers? Most brands such as ASOS.com and Missguided.com speak to their target audience like a friend in a casual manner to market themselves as a personal brand. Don’t be afraid to ask your audience any questions.
Decide on a blog layout
What is your brands image? How can you translate this on your blog’s aesthetic? Make sure you have all the social media links either in your blogs bio or underneath your blog title.
Advertise on other blogs
You can pay a small fee for a limited time for a blogger with a large following to feature your brand website advertised at the side of their blog which will gain more traffic through to your website.
You can create a free blog on blogger.com and have the URL changed to .com or .co.uk for a small charge. 32
Blog posts using products
To start a blog a good way is posting your own content and products. Use a model or a blogger to wear your items and make sure the images are of good quality to really showcase your clothing. 33
Going Social: a Social Media Guide for Fashion Brands
Make sure you take close ups of the clothing in different angles. Provide the price and links on the blog post so users are able to find the clothing on the website.
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Small details like an all white background and good lighting make all the difference as you’re able to really see the clothing to it’s full potential. 35
Going Social: a Social Media Guide for Fashion Brands
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Going Social: a Social Media Guide for Fashion Brands
Close ups of the outfit are ideal for a blog post as the user can see the detail and quality of the clothing. 38
Utilise the surroundings around you: a park or deserted building can make interesting imagery. 39
Going Social: a Social Media Guide for Fashion Brands
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Users are interested in the whole look, so make sure the details of the hair and make up is featured. 41
Going Social: a Social Media Guide for Fashion Brands
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O utfit builds Outfit builds is an interesting way to break up the content of what you’re posting on social media. Many brands post outfit builds and find it a successful method of advertising their products in a visual way as the consumer can see how to style each item. These are an example of a general outfit build that was composed on Photoshop. If you’re not Photoshop savvy, there is outfit building app ‘Polyvore’ that allows you to build outfits using your smart phone. It is a always a good idea to include the pricing and if any item codes for each item of clothing and of course the link to your website.
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Going Social: a Social Media Guide for Fashion Brands
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Additional platf Yo u Tu b e Youtube is being used more by fashion brands to extend their social media strategy. Your social media strategy shouldn’t be focused solely this platform but more like an ‘add on’. Youtube is a good way of users seeing the insights into your brand in a video format and you have control which content is best suited to your brand. Behind the scenes videos of any photoshoots of your brands collections work well on YouTube. YouTube tutorials are really popular so a good way of integrating this platform into your strategy would be to team up with a ‘vlogger’ (video blogger)
ASOS.com’ YouTube channel http://www.youtube.com/user/ASOSfashion/featured
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Going Social: a Social Media Guide for Fashion Brands
ASOS uses YouTube well and regularly updates their channel with various videos to appeal to their young, multi channel user. Content featured within their channel includes: - Make up and hair tutorials - Interviews with bloggers - ‘How to wear’ videos - Behind the scenes on their photoshoots - Celebrity interviews - Hints and tips of how to sell well on ASOS marketplace.
orms to consider Tu m b l r Tumblr is an ideal platform to look for trend research and inspiration due to it being a visually rich platform. It features a large fashion community within the platform. It also has a large community of ‘sub culture’ blogs which many trend forecasting companies look at to seek inspiration for future trends. The platform is used to ‘reblog’ images with the option of uploading your own images. The platform also features the option of using hashtags and like Twitter features content that is trending. You could set up one blog solely your own images of photoshoots or products for users to ‘reblog’ on their network.
Topshop’ Tumblr http://topshop.tumblr.com
Topshop’ Tumblr is a good example of using Tumblr well. They sake inspiration solely from street style shots they have found on the platform. They upload their own images of street style they have found within major cities 46
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Going Social: a Social Media Guide for Fashion Brands