PERSONAL BRANDING STEPS TO BEING ONLINE SAVVY Say hello on TWITTER @LittleFong VICKI FONG | PROGRAMME LEADER BA DIGITAL FASHION
THE INFORMATION AGE CHANGES IN TECHNOLOGY HAVE PROVIDED NEW OPPORTUNITIES IN THE WAY THAT WE INTERACT
CREATE | SHARE | EXCHANGE ???
THE MAIN PLAYERS PUBLISHING CONTENT FREQUENCY OF USE MULTIPLE TIMES IN A DAY DAILY WEEKLY + Good content = follows / shares Bad content = unfollows
QUESTION WHICH SOCIAL MEDIA PLATFORM DO YOU CHECK WHEN YOU WAKE UP IN THE MORNING? Image Areaware alarm clock by Jonas Damon
ACTIVE USER POPULATION 1350million 280million 300million 70million worldwide 332million worldwide users worldwide users worldwide users users worldwide users [www.rosemcgrory.co.uk] [www.rosemcgrory.co.uk] [expandedramblings.com] [expandedramblings.com] [expandedramblings.com] 30million UK users 15million UK users No statistics 2million UK users 10million UK users [Statista.com] [Tony Wang] [Statista.com] [www.rosemcgrory.co.uk] available
KEY ATTRIBUTES Connect with friends, people, brands, customers and collaborators GROUPS / share, interact and like statuses, photos and films Personal profile post status updates and photos / share videos / interact with ‘friends’ Groups - privacy options / common-interest / collaboration PAGES Public page – outward facing / communicating information to your fans BENEFITS Form new relationships / keep up to date / build on existing relationships / share and follow interests / build a background to a brand / click throughs POINTER Don’t air your dirty laundry in public
KEY ATTRIBUTES Instant publishing platform to connect with people and brands / send and read 140 character messages BENEFITS Realtime news and feedback / customer service / informal introductions / insight into trending topics / engage with people and public figures / find people and brands with similar interests / click throughs POINTER • Half of users prefer to read than send out [ofcom] • Don’t make tweets too long • Don’t Tweet the same Tweet all day or spam, remember that bad content equals unfollows
KEY ATTRIBUTES Instant visual publishing platform to connect with people and brands / promote making, designing, process and inspiration / photo sharing / video sharing 2013 BENEFITS Immediate feedback / behind the scenes / providing authenticity of a brand / build visual narratives / insight into trending topics / engage with people and public figures / find people and brands with similar interests / click throughs POINTERS • Do hashtag and post a caption • Would your parents be happy to see that? • Don’t autoshare every post
PINTEREST Compilation and discovery of resources and visual trends / collecting, sharing, collaborating and storage / creating galleries BENEFITS Virtual storefront or gallery / click through / build visual narratives / insight into trending topics /inspiration / engage with people and public figures / receive feedback / find people and brands with similar interests POINTERS • More effective at driving sales than other forms of Social Media [bizrateinsights.com] • Watermarking/copywriting work?
LINKEDIN Formal professional environment / Online CV / career development tool / job listings BENEFITS Professional networking / professional endorsements / connecting with similar professionals and companies of interest / industry insights / scouting / join groups POINTERS • Do update regularly • Do add detail, keywords with emphasis your USP’s • Insert a profile picture
BLOGGING Online publishing / discussions, commentary and information on particular subjects / personal online diaries / brand advertising BENEFITS Building brand identity / differentiating your business / publishing your passions and in-depth specialist knowledge / improve search engine rankings for your website POINTERS • Find your niche • Find your voice • Choose a memorable domain name Image Tavi Gevinson, aged fifteen Style Rookie
REFLECT HOW DOES SOCIAL MEDIA FIT IN WITH WHAT YOU DO? Image http://www.comediva.com/wp- content/uploads/2014/11/MEME-BLOG-social-media- explained-donuts.jpg
ENGAGE SOCIAL MEDIA AS CURRENCY Image Marc Jacobs Pop-up Tweet Shop Covent Garden 2014
COOL OR CREEPY? Film 5000 new fans on Facebook Client KLM Surprise 2010 in 3 weeks Creative agency Boondoggle
ENGAGE IF A PICTURE IS WORTH A THOUSAND WORDS… Image Bernhard Willhelm S/S 2013
ENGAGE HOW MANY WORDS IS A MOVING IMAGE WORTH?
ENGAGE MULTI-DIMENSIONAL VISUAL NARRATIVES LONGER LASTING VISUAL ENGAGEMENT UNIVERSAL LANGUAGE Animation Bernhard Willhelm S/S 2013
INTERACT STANDARD PHOTOGRAPH 3D INTERACTIVE Video Tool Shoogle it VIEW User Laurel Gallery
INTERACTIVE CONTENT CLICK THROUGHS CROSS PLATFORM INTEGRATION Video Tool Wirewax User SSENSE, partnered with Iggy Azalea, Diplo and FKi
THANK YOU WHAT IS THE FUTURE OF ONLINE PLATFORMS FOR THE ARTS? #ELLEAST Say hello on TWITTER @LittleFong
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