Category Archives: Social Media

9 Tips from Fashion Tech Experts on Driving Sales through Social Media

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Earlier this month, Social Media Examiner’s podcast talked about how to determine your ROI. Nichole Kelly, author of How to Measure Social Media and the CEO of Social Media Explorer and SME Digital explained that there is an issue with measuring ROI in terms of ‘return on influence’ or ‘return on engagement because ultimately ROI is defined by a financial return.

So instead of measuring number of likes and retweets, Kelly recommends measuring social media like pay-per-click advertising and determining the simple cost per click on web traffic being directed back to the site from social. This concept is especially useful when you’re convincing a numbers-focused client or C-level executive to invest in social.

With this in mind, we were curious to see how the leaders in the fashion industry tackle this ROI mystery – so we joined Third Wave Fashion’s #FashionTech #SMW13conversation during Social Media Week.

Moderated by Third Wave Fashion founder Liza Kindred, the A-list panel of fashion marketing experts included:

We’ve rounded up the top 9 tips from the Third Wave Fashion panelists for you:

1. Research and find analytics tools that fit your needs and budget, and stick with them for at least six months to understand if the tools is the right fit

2. Aside from Google Analytics, try Curalate to track Pinterest and Instagram analytics, as well as Sprout Social for Social Media Management

3. Go outside the industry for inspiration. A few of the panelist’s favorites include Oreos, Skittles, and Taco Bell.

4. Use the same hashtags (make them Evergreen) from successful campaigns so they become quintessential to the brand. For example, even after Bergdorf’s #BGWindows Instagram Challenge concluded, fans continue to use the hashtag

5. Pinterest and Facebook win for driving sales for brands. Pinterest sells because users pin with the intent of getting inspired and potentially shopping. Facebook sells simply because it’s well ahead of the curve in terms of metrics and ad targeting.

6. Organic success on Facebook is all about understanding and staying up to date on the algorithm that dictates which posts are seen. At the moment, Facebook photos albums and posts without links are more engaging than posts with links or single images.

7. Allow for spontaneity. Off the cuff posts that remain true to the brand are often the most successful

8. When in doubt, panelists agree that content around shoes, puppies, liquor, beauty, the President, or wishing a popular celeb Happy Birthday are recipes for getting fans “talking about you,” particularly on Facebook

9. So what about Vine? It’s about taking offline, online.  The panelists were particularly impressed with Vine user, Pinot. Think of Vine as visually authentic, whereas Instagram glorifies a moment.

For more insider tips, find the full recap of the Third Wave Fashion panel here!

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{Social Media} #VineApp



This week, the grapevine was buzzing with the introduction of the Twitter owned Vine App, which is a video sharing social media platform that can be synced to Twitter and Facebook.

Right now, social video apps Cinemagram, Viddy, GifBoom and Socialcam already exist but Vine has gone viral due to its affiliation with Twitter. Vine is different because it’s super quick. You can record short, 6-second videos  easily (no editing required – you just hold down the screen to record a new clip) and then share them Instagram-feed style.

With the introduction of Vine, Twitter is even more relevant as it’s now a platform that syndicates and offer tools for all content (words, photos, and video) and encourages sharing beyond the Twitter feed. It’s likely part of Twitter’s larger strategy to better monetize the app. Below are articles that help answer how to use Vine and what the greater implications are.

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{Social Media} Pinterest Rolls Out ‘Pinterest for Business’

Things brands should know about Pinterest’s new business accounts:

  • If you’re a brand, find all the details on how to convert your page on Pinterest’s official page
  • They’re free of charge (…for now that is, we know this means that Pinterest is looking for brand dollars soon)
  • Unlike Facebook brand pages, they don’t look any different from personal pages

There are a few new features to entice brands to convert, including:

  • Business pages allow brands and merchants to simply enter the name of their business (no fake first and last name workarounds)
  • Ability to verify your account by authenticating a website to receive a verification badge (exactly like verified Twitter accounts)
  • In terms of search, consumers will find your brand more easily through verified accounts
  • Brands will also be able to incorporate the “Pin It” and “Follow” buttons in addition to the “Profile” or “Board” widgets which will make it much easier for consumers to save and share content from a brand’s page
  • Plus, brands and businesses will get periodic progress reports, allowing brands to analyze and understand their audience
  • Access to case studies and best practices

Learn more about the change:

  • General overview and implications:
  • Details on what this change means for brands as highlighted above:
  • Important legal points to be aware of :
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{Recap} Third Wave Fashion Panel featuring Refinery 29, Of a Kind + Bonobos

Nizzi Karai Renaud, Refinery 29 | Tracy Keim, Bonobos | Erica Cerulo, Of a Kind

Had the pleasure of attending the Third Wave Fashion Meetup co-hosted by  Open Source Fashion at The Fashion Center.

The Meetup gathered the industry’s top brand marketers to discuss how fashion and tech have become inextricably linked and how to market to your consumer. The brilliant and engaging panel consisted of:

Tracy Keim: VP of Integrated Marketing at Bonobos

Erica Cerulo: Co-founder of Of a Kind

Nizzi Karai Renaud: VP of Marketing and Commerce at Refinery 29

The panel provided insight on each of the brand’s existing marketing strategies in addition to an interesting insider look at each company’s culture and unique successes. The most intriguing portion of the panel was the unveiling of each of the experts’ top go-to marketing tools (the lists are pictured above). Email marketing and online ads comprised the top three tools for each brand, proving the genuine power and importance of digital marketing. For an in-depth look of the 13 most fascinating–and at times surprising–things learned at the discussion, head over to the Third Wave Fashion’s blog.

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{Tips} The Top 3 Fashion-Focused Events at Internet Week New York

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The Twitterverse was buzzing with hashtag #IWNY as fellow fashion geeks gathered together at chic soirees and panels to celebrate Internet Week New York through the specs of the digital fashion world. We’ve rounded up the top three fashion-focused events of the week:

How Fashion Tech Startups Get Funded

Opening up #IWNY for the fashion-forward crowd was a founders panel on “How Fashion Tech Startups Get Funded” hosted by Third Wave Fashion. Designed as a Meetup for founders and leaders of fashion technology startups, Third Wave Fashion gathers together established and up-and-coming leaders that leverage disruptive new business models and emerging technologies to sell the beautiful fashion that we all love.

The Wix Lounge aptly played host to speakers Tara Hunt, CEO of Buyosphere, Ari Goldberg, CEO of StyleCaster, Brooke Moreland, Co–founder of, William Peng of Rapture Ventures and Charlie O’Donnell of Brooklyn Bridge Ventures. As the fashion startup space becomes increasingly saturated with apps and online platforms that are designed with similar goals and only slight variations in functionality – entrepreneurs must know how to get funded. For tips from these experienced startup founders and VCs, check out Ten Tips to Get Your Fashion Tech Startup Funded.

Despite the crowded marketplace, this is an exciting and innovative time for fashion. We’ve seen fashion apps like Pose and Fashion GPS establish integral roles within the industry and we look forward to seeing the next wave of creativity.

Fashion 2.0: All Stars

The most highly anticipated panel of #IWNY was hosted by Fashion 2.0 Meetup and Style Coalition Founder and CEO Yuli Ziv. The “All Stars” from The 2012 Fashion 2.0 Awardsconverged to share insider knowledge on what it takes to make their fashion brand a leader in digital and social media. This group of fashion innovators included Cannon Tekstar Hodge, Social Media Manager at Bergdorf Goodman, Aliza Licht, SVP of Global Communications at Donna Karan Internationaland Lindsay Knaak-Stuart, Director of Marketing Strategy at Kate Spade New York.

Unlike traditional panels, each speaker was invited up individually for an intimate, interview-style chat. First up was Aliza Licht, better known as DKNY PR Girl. While her core responsibilities as Senior Vice President of Global Communications do not entail social media, she has assumed the voice behind the company’s extraordinarily popular Twitter handle @DKNY. Aliza also manages the DKNY PR Girl Tumblr because she views the two platforms as “brother and sister,” with Tumblr being the long-form extension. In fact, the Tumblr tagline is “When 140 character aren’t enough…”

With over 390,000 Twitter followers and countless Tumblr reblogs, you would think the company is measuring return on investment (ROI) on all this social media activity right? Wrong.

I am not obsessed with ROI. I don’t even think about it. I’m a community manager that manages from place of passion. It’s brand evangelism I’m after. It’s not about the click-through rates. – Aliza Licht, SVP Global Communications, Donna Karan

That said, ROI still became the hot topic of the evening.

Adorned in an intricately bedazzled bolero, Cannon Tekstar Hodge, Social Media Manager at Bergdorf Goodman took the stage. Bergdorf was the first department store to truly embrace social and leveraged it by creating a friendly digital persona to offset the sometimes-intimidating perception of the brand. Cannon referred to theirFacebook page as “a party where people can come and get to know fashion.” With that mentality in the mind, the Bergdorf wall has always been open to comments.

Bringing the conversation back to ROI, Cannon believes that “it’s more than numbers and dollars. Everyone in social media needs to know it but it must be matched with engagement.” When asked whether Bergdorf is converting social media fans and followers into genuine customers, Cannon explains that “ROI is so much more than dollars now…it’s what’s exciting people now,” she adds, “we want to see passion. We want see what excites our followers or what makes them angry.” Despite the fact that those who engage with Bergdorf may not be able to afford the price points now, the same engaged fan will aspire to shop at Bergdorf in the future. Additionally, the goal of Bergdorf’s social media presence is to expand the global recognition of the department store at large.

Kate Spade’s Director of Marketing Strategy, Lindsay Knaak-Stuart, closed up #Fashion20with intriguing insight on how the brand has come to be the social media powerhouse they are today. Lindsay advises brands to “approach new apps and platforms quickly but cautiously – not all are right for all brands.

Innovation doesn’t mean having to jump on the newest shiny thing – it’s about innovating within existing platforms as well. – Lindsay Knaak-Stuart, Director of Marketing Strategy, Kate Spade

Most recently, Kate Spade has received loads of kudos for it’s cleverly branded and whimsical Pinterest – proving the value of building a strategic social plan. Overall, Kate Spade’s social media presence is so seamlessly executed with new campaigns cohesively rolling out across all platforms. Lindsay credits Kate Spade’s strong digital presence to the fact that the brand voice was social before there was social. If you follow Kate Spade’sTwitter, you’ll get to know a playful yet sophisticated girl who is out and about in NYC.

Returning to the question of the evening, Lindsay explains, “ROI is not what drives social. You can’t be an innovator if you’re strapped to the wallet of the CEO.” So there you have it, social media is not all about measuring return – engagement is still king.

Style, Specs, + Tech: A Night of Fashion Fun with Refinery29 + Warby Parker

Internet mavens, trend seekers and spectacle superstars alike converge at the most stylish soiree of Internet Week. Dispelling the myth that it isn’t hip to be square,Refinery29 and Warby Parker brought together the cyber crowd’s most fashion-forward at the Mondrian SoHo’s swank lounge, Mister H, to celebrate the co-mingling of media, fashion and tech.

We caught up with Christine White, Director of Communications for Refinery29 and founder of lifestyle blog Court & Hudson, about how this creative partnership was conceived.

“As a leading digital media company our presence within the tech and media communities is just as important as our voice within the fashion industry. Partnering with digital-savvy eyewear brand, Warby Parker for Internet Week was a perfect fit to celebrate the heartbeat of both of our companies – style and technology,” – Christine White, Director of Communications, Refinery29

Over 150 style influencers, media mavens and tech aficionados were in attendance, including startups such as Fashism, Birchbox, and Kaleidoscope, industry leaders from Independent Fashion Bloggers, DKNY, Gilt and Coach to fashion bloggers Style & Pepper, Caroline in the City, Natalie Off Duty, FrouFrouu and De Lune.

In true internet “fashion” guests were outfitted with “I Love The Internet” buttons courtesy of Refinery29 and Warby Parker. Brendan Fallis presented the music for the evening and the event party sponsor included Titos Vodka.

Images via Rob Loud.

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{Tips} Preparing Your Brand Page for Facebook’s New Timeline {via Fashion’s Collective}


Facebook recently announced that it is rolling out the Timeline redesign layout for Pages (this format had previously only used for individual profiles). While converting to the new layout is currently optional, as of March 30th, all brand Pages will appear in the timeline format. What does this mean for your brand’s Facebook Page and how can you prepare?

Well, for starters, the new configuration offers a more highly visualized experience; a benefit for brands (especially those in fashion that rely on imagery to convey an experience). The new format also lends itself to storytelling, and provides the opportunity for brands to more readily express not just the current content, but the legacy of the brand throughout history.

Over the next month, here’s what marketers can do to prepare for March 30th:

1. Get acquainted with the new layout on your personal profile. Play with the navigation, reorganize your content and become familiar with the new features.

2. Carefully choose your profile picture. This image becomes much larger and more prominently featured in the new Timeline (a 851 x 315 pixel banner to be exact), so be sure yours is high resolution and captures the essence of the brand. This can be changed as frequently as you like, but know that cover images cannot include a call to action or prompt for people to “like” your Page.

3. Re-examine your content. The new layout has a timeline feature that allows fans to click on a time period to access content. If you’re a brand that posts very frequently to engage fans, you may want to weed out some of the posts that don’t enhance the story of your brand. Ideally, you want fans to be able to select a timeframe to see a curated collection of content that allows your brand story to come across quickly and effectively.

4. Pay homage to your history. The timeline feature starts as early as your brand or business was born. Though your brand may have been in existence 10 years ago, you surely weren’t posting to Facebook and your timeline will show a gap from the brand’s inception until you started posting content. Go in and chronicle milestone dates, events and occurrences throughout history so the timeline becomes a vehicle to tell the brand story.

5. Understand how the new layout impacts apps. Before, page administrators could control the tab a user landed on if they weren’t a fan. This will no longer be the case, so your apps may get less attention. Also, apps will be moved from the left column to the right hand side of the horizontal Page, and will be represented by images instead of text.

6. Geotag your photos. The new map feature plots where your brand is or has been, based on the photos you’ve tagged with a location. For events, store locations or travel excursions, be sure your photos are tagged appropriately so that your map section is engaging.

7. Prepare to handle customer service inquiries. The new layout allows fans to send private messages to Pages. However, this is only one-way, meaning that as a brand you cannot send new private messages to fans, you can only respond to their inquiries. Customer service questions or issues can now be dealt with privately, rather than on the public wall.  Start setting up customer service protocol for how to handle these direct messages on Facebook.

View the full story on Fashion’s Collective.

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