Building a Fashion/Beauty Brand via Social Media

Click the image for our complete presentation!

Click the image for our complete presentation!

Last Monday, I had the opportunity to present the research and  information my group and I have accumulated throughout the semester. Our presentation, “How to Build a Fashion/Beauty Brand via Social Media,” focused on how brands engage with fans and consumers on various social media platforms, and which they found most effective. We had the opportunity to speak with brand managers for OLAY and Pantene Pro-V, as well as the famous DKNY PR girl and jewelry designer, Jennifer Zeuner. Throughout our presentation, my group members and I were tweeting facts about the presentation, re-tweeting people who  were joining the conversation and answering questions in real-time all with our hashtag, #EVOLVEcomm. This was the first interactive presentation I’ve ever done, and I enjoyed it more than i thought! Interacting with the audience via social media as my group members and I were presenting was exhilarating and made our presentation more conversational, rather than a one-way, formal presentation. For a more comprehensive look into our presentation, please click the photo above to view our Slideshare!

Other than the interactivity of the presentation, another thing that differentiated this presentation from others was the way our research was organized. We used a tool called, Pearltrees to organize our research and content and categorized them into different topics and slides. Pearltrees is an excellent tool to use for group projects because all members have access to the account and you have the ability to share your content with other group members. If you haven’t used Pearltrees yet, I encourage you to try it for a group project! In addition to Pearltrees, we used LinkedIn, Google+ and our team’s Facebook group to collaborate and exchange new content and research. The image below is  linked to my group’s pearltree consisting of all the content we used for our presentation, check it out!

Organization of our research via Pearltrees

24 hours after our presentation was given, we ran analytics on our hashtag, #EVOLVEcomm to see how many people it reached and how many impressions it made. According to the analytics tool, Hashtracking, we produced 6,677,356 impressions with 35 tweets in the last day.

Hashtracking Results

We also used TweetReach as an analytics tool. According to TweetReach, we reached 20,475 accounts. The amount of people we reached may be due to the fact that the @DKNY twitter account retweeted our presentation, which means it was exposed to all of her followers!

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To discuss our progress with our presentation, we participated in a Google Hangout, on Google+, with our professor, Dr. Ward! It was my first time participating in one and i realized how useful Google Hangouts can be for group meetings when people are in various locations.

About to join my first Google Hangout

Here we are at @NewhouseSU on presentation day! Click the photo for the Storify I produced to recap our presentation! I hope you enjoy it! Feel free to tweet at @chelseatomae with the hashtag #EVOLVEcomm if you have any comments or questions about our presentation.

Presentation Day! Click for a link to my Storify

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The Communications Landscape is Changing Drastically

Click photo for my Storify of the event!

Click photo for my Storify of the event!

Chuck Hemann, Group Director of Analytics for WCG, visited Newhouse this afternoon to speak about the importance of Big Data and the changes occurring in the communications industry. Hemann encouraged Newhouse students to connect with audiences in interactive, relevant ways by using Big Data. Brands need to communicate with their audiences on all platforms and on all touch points. Brands are using Big Data to locate where the brand is being talked about most and who the biggest ‘influencers’ of the brand are. Click the photograph to view my Storify on Hemann’s lecture.

Remember- Engagement is key!

An Inside Scoop on Syracuse University’s Social Media Strategy

Click photo for a link to my Storify

Click photo for a link to my Storify

This week I had the opportunity to hear from the Digital and Social Media Director at Syracuse University, Kate Brodock. Brodock explained how she utilizes each social platform differently, due to different audiences and different content on each platform. According to Brodock, Twitter creates the most engagement and is the most time consuming to manage and update, however the SU Facebook has the largest audience. Syracuse University even has its own Pinterest page! The page consists of orange themed weddings, orange dishes and orange fashion ideas. The Pinterest page allows Syracuse University to be presented in a creative, imaginative way and shows users how to incorporate SU school spirit into every day life. Brodock also said she uses Instagram to display pictures of Syracuse’s wintery scenery and “TBT” pictures of Syracuse games and events back in the day. SU also uses blog posts and the social media platform, Tumblr, to attract perspective students. Brodock said the best form of publicity for Syracuse University was when a perspective college student blogged for the New York Times regarding her acceptance into Syracuse University, her applcation process and her excitement over attending. Check out my Storify to see how each Syracuse University social media account varies with content and creativity.

Follow Syracuse University on @SyracuseU, @SUCampus, Pinterest, YouTube & Tumblr

Go Orange!

A Storify Recap on Communications & Healthcare

Click photo for my Storify recap

Click photo for my Storify recap

Last week, I had the pleasure of attending a lecture by Andy Hetzel, VP of Corporate Communications at Blue Cross Blue Shield. Live tweeting the event was interesting because the hasthag #NewhouseGLDSM was trending nationwide, which gave me the opportunity to tweet with people across the country regarding the importance of communications and healthcare. My favorite quote from Hetzel was, “Social media is like a cocktail party, you need to know when to insert yourself into the conversation at the right place, at the right time.” This quote holds true when measuring the success of social media initiatives, take the Oreo tweet during the SuperBowl blackout, for example. Oreo’s tweet was on point and punctual and obtained an overwhelming amount of publicity and coverage.

Hetzel also spoke about the importance of allowing employees tweet during the workday, stating that they are positive ambassadors for your brand. I also agree that it is important for your employees to convey your brand in a positive light, however there needs to be a social media policy so employees aren’t complaining about their workday or the company they work for. It’s interesting to see how important social media is becoming across all inustries. Hetzel said that Blue Cross Shield is present on Twitter, Facebook, LinkedIn, YouTube and even Google+.

A couple of years ago, social media was irrelevant to the health care industry, and I think it’s fascinating how vital it has become.  Hetzel also pointed out that social media is ineffective unless you are constantly replying to your customers and promoting interactivity between them. Social media platforms are interactive forums, so if customers are tweeting at you and you aren’t responding, the purpose of social media is not being fulfilled.

I produced a Storify recap of the event, consisting of Tweets and photos. Feel free to take a look to get better insight into how social media and healthcare are becoming intermingled. http://sfy.co/gFka 

Hetzel concluded the lecture by stating, “Newhouse students are the Harvard Law students of Communications.”

Thanks Andy! We would like to think so!

Evolution of Social Media

Where I Stand in the Evolution of Social Media

Where I Stand in the Evolution of Social Media

I made a condensed timeline of various social media platforms in chronological order and included myself to see where I stood in the evolution of social media. I consider myself adept in the realm of social media and I rarely go a day without posting on at least one social media platform, however after situating myself on the timeline I was shocked to see how old some of the platforms are in relation to when I began using social media. For example, WordPress was created when I was 12 and Blogger when I was 8, so the question is why are these  platforms becoming so much more popular now? Why is the importance of  using social media so highly stressed among our generation?

I put my logo on the social media timeline around 2007, which is when I first created my Facebook profile. Reflecting back, I was one of the last of my friends to create a Facebook account and I refused to participate in social media trends like MySpace and AIM.  I thought it was a complete invasion of privacy and I didn’t understand what the craze was about. It’s interesting to see how much my social media mindset has changed throughout the years. Now, I am present on almost every social media platform and I understand the importance of using the platforms to excel in my personal and professional life.

As I am becoming more aware of the significance and relevance of social media, so are marketers. Almost every brand or company is marketing on Pintrest, Twitter and Facebook pages. As a consumer, it’s hard to remember a world that didn’t consist of being able to Tweet at a brand, “Like” a new product posted on a Facebook page, or pin a designer to your Pintrest board. Over the years, we have seen the usage of social media expand, due to the desire of companies to become transparent and interactive with their consumers. The same transparency and interactivity applies to my generation, especially when it comes to job searching. Employers want to be able to search your name and be able to see an online presence, consisting of professionalism and interactivity with other people. It is important to represent yourself in a positive light on every social media platform, even platforms you don’t view as being used for professional purposes.

The lines of social media are starting to blur. Facebook used to be strictly for personal networking, however it is evolving to a professional networking site and a product marketing site. I am curious to see how social media advances in the next decade and what new platforms will arise. I am also curious to see if more schools (like S.I. Newhouse School of Communications) will incorporate social media classes into their curriculum. Follow me on my social media platforms to learn more about social media trends:Twitter LinkedIn,  Google+,  PintrestInstagram

Happy Social Media Week!

Ray-Bans and Instagrams

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How would you feel about seeing the world through Instagram filters? Imagine watching a sunset in Lo-Fi or enjoying a beach day in Valencia.

The new idea of “Instaglasses,” is circulating through the retail and social media world. “Instaglasses” is a collaboration between a well-known retailer, Ray-Ban, and a well-known social media platform, Instagram. The idea is to see your everyday life through the beloved Instagram filters. Markus Gerke, the creator of the idea, wants people to not only enjoy their day-to-day life using the filters, but to also be more inclined to Instagram photos from their daily lives. This concept would allow customers to take a picture of what they are viewing through their sunglasses and upload it instantly through their sunglasses. To access Instagram through your sunglasses, you need to sync your account and click a button on the side of the sunglasses to choose a filter. The sunglasses would even include Wi-Fi for instant uploads and a 5 mega-pixel camera for clarity.

“Instaglasses” serves a convenience to those who aren’t always likely to post their favorite pictures. This concept furthers the idea that personalization, convinance and transparency will all continue to be trends in the social media world. People love to get a glimpse into other people’s lives, especially celebrities, so what better way than to virtually see exactly what they’re seeing! Since this concept is still in the works, the “lazy Instagrammer” may need to wait a while until the product hits stores.

Although it may not be the most practical idea, it is indicative of what the future holds for branding and marketing products and companies.

#ShoppingWithHashtags

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American Express has just made every social media guru’s dreams come true and has introduced a new shopping trend to the world..#ShoppingWithHashtags. Today, American Express announced it has utilized Twitter hash tags for shopping purposes..Welcome to shopping in the digital age!

AmEx cardholders can sync their credit card with their Twitter account and use a hash tag to tweet what they want to purchase.  AmEx will even have it shipped to you for free within two days. In the past, AmEx has used Twitter to tweet deals to cardholders, however they are now able to purchase the featured deals with the use of the corresponding hash tag. After a cardholder tweets his/her purchase, American Express will tweet back immediately with a confirmation  hash tag. To finalize the purchase, the cardmember must tweet the confirmation hashtag back at @AmericanExpress to complete the transaction.

It’s an innovative concept for American Express to collaborate with Twitter, even if the collaboration is mostly targeted to a younger, more social demographic. It  promotes brand awareness and new publicity, as well as interactivity between cardholders, American Express and participating merchants. Some participating merchants include: @Amazon, @Sony and @Microsoft.

I think this of using social media to shop is unique, however not surprising. There are so many aspects of our life that are moving to digital and social platforms, so why wouldn’t shopping? Online shopping has taken the consumer world by storm, however I’m curious to see if people will embrace “social shopping” in the same way.

Anything’s possible in the world of social commerce.

Frozen Yogurt + Social Media

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Frozen yogurt: is it a trend or is it here for good? It seems within the past year frozen yogurt chains are opening up everywhere, which leaves us, as consumers, inundated with choices. It’s rare that one frozen yogurt chain triumphs another, being that each has similar flavors ranging from tart to birthday cake, and an array of toppings from fruit to chocolate. As consumers, how do we decide who we want to give our business to?

NYC frozen yogurt chain, 16 Handles, has recently initiated a campaign that combines social media with the company’s marketing strategy. The campaign titled, “Snappy New Year,” is promoting a discount each time a customer uses Snapchat to take a picture of themselves sampling a new flavor. Once the customer sends a Snapchat to the company account, they receive a discount on their order. The idea to incorporate a social media trend, Snapchat, with another trend, frozen yogurt is ingenious, to say the least. In my opinion, blending social media with the 16 Handles brand gives them a leg up on the competition.

As a consumer, I would definitely choose a frozen yogurt chain that is offering a discount that is interactive with customers, original and fun. As long as this campaign is running, 16 Handles is in the lead and Red MangoPinkberry and Yogurtland can bite the dust!

Say goodbye to paper coupons, and hello to the digital age. Innovation at its finest.