Posts Tagged ‘DialogueMedia’

Why Social Media Fits for Fashion: An Overview

Wednesday, March 3rd, 2010

Although fashion and social media are two industries that have always seemed to be very separate, over the past year, with the news of publishing powerhouses losing readership to their online counterparts and advertisers dropping like flies, the fashion industry, once ruled by magazines, has seemingly surrendered and is beginning to embrace digital media.

Survival of the Fittest

Big-name magazines like Glamour, Vogue and Elle now have their own blogs – usually connected to the publication’s website. Most major magazines including Vanity Fair and Vogue’s UK edition also have a presence on Twitter as do many of their individual employees. New York Fashion Week even maintains its own Twitter account with details of shows and Fashion Week events.

Technologically speaking, it was recently reported that Conde Nast, one of the industry’s largest publishers, intends to release some of their top magazines on the newly released Apple iPad. Conde Nast also announced that Vogue, one of the publisher’s largest and most well known fashion magazines, will be launching an iPhone application. This application will help user with shopping and styling. The Wall Street Journal’s Christina Brinkley calls it “part of the all-out rush in the fashion industry to embrace technology—most notably with blogging and tweeting.”

Power Plays

Bloggers, once considered lint on the tailored jacket of the fashion industry, have become a force to be reckoned with. Blogs such as Bryan Boy and Style Rookie creator Tavi Gevison have garnered enough respect to warrant star-treatment typically reserved for the upper echelon of style writers and editors.  In fact, Tavi, who is 13-years-old, was flown to Tokyo to cover a party with popular French label Comme des Garcons for Harper’s Bazaar.

Not only are these bloggers writing extensively about the industry, they actively participate in events including runway shows. This past month at New York Fashion Week alone we saw an influx of bloggers not only attending designer’s shows but sitting front row amongst fashion industry royalty such as Anna Wintour, Grace Coddington and celebrities like the Olsen Twins.

To accommodate these bloggers, designers have also embraced the digital age. This past season, big name designers like Marc Jacobs and Calvin Klein made their shows available to home viewers by live streaming their shows.

Shares Well With Others

The fashion industry is traditionally based on a hierarchy of exclusivity and while some industry veterans disagree with the growing digital trends it seems that the industry as a whole is starting to accept that their target audience is paying attention to these mediums. What is the draw? Besides the obvious:  it’s cheaper and easier  to access –  interaction is key. Fashion bloggers are interacting with their readers; hosting giveaways and translating runway looks to the sidewalks. This accessibility is putting a different face on fashion – one other than models and style moguls.

The fashion industry has learned the same lesson as many other industries: shunning the online world will not make it disappear or lessen its influence. It seems, for now at least, that fashion publications, designers and editors are embracing digital media and learning to wield the powerful tools that are the digital world.

An Open Dialogue with Laura Halsch, Digital Strategist for MWW Group’s DialogueMedia.

Monday, June 1st, 2009

laurahLaura Halsch is the newest Digital Strategist on MWW Group’s digital media team, DialogueMedia, having joined our team in May 2009. Laura will help develop and execute strategic online communications programs for a number of our top clients. Before joining our team at MWW Group, Laura was a digital specialist in the 360˚ Digital Influence Group at Ogilvy Public Relations, and also served as an account executive in Olgivy’s Washington D.C. office. Laura is a graduate of Georgetown University, and can also be found on Twitter at @lauraah. – AB

DM: My first question is the class job interview question: Why did you want to become a PR professional? Was this something you always wanted to do?
LH: I always liked writing and was interested in art and design, but I was an English major in college and didn’t really know where that would take me. My Junior year, I started taking journalism and marketing courses and that set me on track to work in PR. While I do have a traditional PR background, I’ve always liked looking at the intersection of PR and other marketing disciplines.

How did you get into social media? Were you on Facebook in college?
For me, social media was always a part of my online experience. I remember getting all these emails inviting me to join Facebook during my semester abroad in college, and it became this great way for my friends to keep track of each other while we were all around the world. I read blogs, watched online video, and joined local social networks, but it was always just for fun.

When I started in the Consumer Marketing group at Ogilvy PR, I was drawn to the work being done in the Creative Studio and the Digital Influence Group. By hanging around their team, and picking up work when they were over-capacity, I started to learn about creating social media programs as part of PR efforts, and was eventually invited to join the team full time.

What do you like about working in digital media, versus traditional media? Why do you think it’s important for companies to be involved in social media?
The reasons I like digital media fall in line pretty closely with the reasons for companies to get involved, so I’ll answer these together. It allows companies to connect directly with the people who are passionate about them to create additional value, reward their fans, and help their detractors. It is constantly changing and evolving, which creates a challenging work environment but a huge opportunity for companies to try new things and grow and evolve with the landscape. Especially as younger generations age, digital media is becoming the primary source of information, and it is our obligation as PR practitioners to make sure our clients are represented there.

You’ve also worked in Washington D.C., when you worked for Ogilvy. Do you notice a difference in how social media or public relations are approached between D.C. and NYC?
Government organizations and partners obviously have a big role in everything that’s happening in DC. It was exciting to be a part of and watch as government organizations started getting involved in social media and really began to see results from their efforts. In DC, I had the opportunity to work on more issues-driven projects, whereas here in NY my work has largely been in the consumer space.

What advice does Professor Halsch have for all the newly-minted graduates about to start working in public relations, especially when it comes to landing a job?
The job market is definitely different now than it was when I started out. Recent grads need to work to stand out among their peers and demonstrate their passion. The best advice I’ve read recently was from Charlie O’Donnell, over at Path 101. If you follow these steps, you’ll be more than set.

What are three blogs you think everyone should visit?
For quick-bites on WOMM and Customer relations, Church of The Customer.
For technology, healthcare and social media, and just a really passionate guy, Andre’s Blackman’s Pulse and Signal.
And to get some laughs from a smart social media enthusiast: Catch-Up Blog.

The Social Media Vortex

Tuesday, March 31st, 2009

Brian Solis has released version 2.0 of his popular Conversation Prism. Created in a collaboration between Solis and uber-designer Jesse Thomas, the Conversation prism maps virtually all reaches of the online conversational universe.

Expanding on previous versions of the representation, Solis sought to, “observe, analyze, dissect, and present the dynamics of conversations, how and where they transpired.”

Solis writes:

Conversations are increasingly distributed. This social distribution fragments our ability to connect with masses, but promotes a 1:1 approach that yields a one-to-many upside through the empowerment of influential social beacons.

The Conversation Prism represents that opportunity to proactively survey the landscape to pinpoint relevant dialogue, prioritize participation strategies, and create an engagement hierarchy and org chart.

V2.0 introduces a workflow rotation of concentric circles that assist in the establishment of value-added engagement cadence.

Don’t underestimate the scope or importance of this representation. This is significant.

Introducing D.Insight

Wednesday, January 28th, 2009

On behalf of DialogueMedia at MWW Group, I’m pleased to announce the immediate availability D.Insight a new suite of social media monitoring utilities powered by Radian6 technology. The service enables monitoring and analysis of dialogue across the social web, giving users access to real-time conversations on any chosen topic and insight about how to join and influence those discussions.

The D.Insight social media monitoring platform gathers real-time-as-discovered information from across the social web, including blogs, video sharing sites, boards and forums including LinkedIn Answers, and emerging media such as FriendFeed and Twitter. It can be used to develop anything from an intuitive competitive analysis to generating new leads for business.

We’ll be running an explanatory series on the service in the very near future, but if you’re looking for more information on the quick, feel free to hit me on twitter @blake.