It’s 4pm Tuesday, Do You Know Where Your Content Is?

location, location, location

 

 

stylish millennial
Millennial Style

Its 4pm on Tuesday, do you know where your content is? What’s your strategy for attracting the fashionable Millennial?

 

Your website. It’s your masterpiece. You have toiled endlessly on it so you can capture as many users and stickiness as the heavens allow. Well, how is that working for you? Traffic slowed, stalled or timed out?

Well, fuggetaboutit. There is a new way. Don’t worry, your masterpiece is still important and will still be your standard of excellence.

So fuggetabout what exactly? Well, remember how all the masters of best practices say its all about content, content, content? Yes, this is still true. But, now it’s also really about location, location, location.

location, location, location

 

You need both, actually. If you are in the media business and want to win and win big, especially with Millennials, then follow the paths of Refinery 29, Dazed and i-D. These folks are the new paradigm of best practices.

How are these companies doing? Check out these numbers:

  • Refinery29 launched in ’05 now has 25 million unique monthly users
  • Dazed Media with 3.5 million unique monthly users has LVMH as a partner in one of its entities, Nowness
  • i-D, acquired by Vice Media in 2012 went from 200,000 to now 6.5 million unique monthly users

Read more on this @ The Business of Fashion.

To understand this new paradigm, check out the graphics below and look at it this way. Brands want to be as accessible to their customer as possible and drive as much sales out of it too. So instead of just constantly trying to funnel the consumer to a website, the brand now funnels itself to the consumer.

The Answer-achieve scale with specialized content in each environment.  Make each environment it’s own destination.

It is not just about website and landing page effectiveness anymore, it is all about your brand image curated to your customer’s delight everywhere and anywhere they find you.

Blog 6 No Longer Works JPeg

The analogy is this. Just as your brand has its flagship website, you probably also have a flagship brick and mortar retail location. But, your same brand also is found in many other stores. If it were simply enough to have a single branded store then there would be no need for other retailers.

Blog 6 Correct Model of Content Distribution

Consumers want choice and they want it in the environment of their choosing. Any of the best brands be it Apple or Louis Vuitton or Nike know they must be present and curated at a location and in the manner their customer expects.

 You will find Nike in one of their gorgeous company stores and you will also find it in a Foot Locker.

Nike Found in Footlocker Stores
Nike Found in Footlocker Stores

 

 

location, location, location
Nike Store

 The user experience is completely different.

Brands have to look at third party sites as their key retail partners. Just like each retailer has its own image, so does each site. Content must be customized to meet its customer’s expectations and suit each site. Content designed for Facebook will not be the same as curated for Snapchat as it is for Instagram.  Yes, it’s a lot of work to manage all that content. But so is managing all those retail locations.

 

So, its prime time for your content-do you know where it is?

It should be in front of your targeted Millennial.

That’s exactly where they expect it to be.

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Christine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury product retail sales and digital strategy agency.

Inquiries to christine@madisonluxegroup.com

Blindsided By Your Boss-Can Your Social Media Plan Handle The PR Crisis?

In 2013, Lululemon recalled its most popular yoga pant after users realized that they were see-through when stretched. Since yoga practitioners do a lot of stretching, this was a major problem. Then, the situation became an even greater PR tragedy when their very own founder and CEO, Chip Wilson, appeared on Bloomberg Television and blamed it on the women wearing the pants. “Quite frankly, some women’s bodies just actually don’t work for it,” he said, adding, “It’s about the rubbing through the thighs.” It’s amazing how in the context of what seems a perfectly benign business channel interview, can go to a total disaster.

Lululemon
Lululemon Yoga Pants. Women wearing the famous controversial yoga pants-according to Lululemon are these women “right” for the pants?

Oh no did he really just say that?

Of course women everywhere interpreted this as being called too fat to wear Lululemon pants.

And could fashion devotees ever forget the total public meltdown of John Galliano? While head of design for Dior, drunk in a bar, he spewed racial slurs and would not calm down for hours.

Oh no did he really just do that?

Galliano’s personality came unglued in what appeared to be an unwinding from the many years of stress that came along with his intensely demanding role. Galliano was always known for his great flamboyance, but up till then, was really only known for his amazing work.

John Galliano with Kate Moss PR Social Media Crisis
John Galliano with Kate Moss

More recently, it was Dov Charney, the founder and CEO of American Apparel. His list of bad behavior really is too gross to restate. You can see the lawsuit filing here.

Oh no, did he really just say, email, text, write, perform, photograph and video that?

Apparently and ironically, as the founder of a clothing company, Charney also enjoyed working naked.

American Apparel Dov Chaney PR Social Media Crisis
American Apparel Store

 

 

 

 

 

 

Nobody could ever imagine these bad PR surprises. Especially from the head cheese. Publicly verbal, uncharacteristic and highly damaging outbursts from the top have got to be last on any social media manager’s worry list.

Since bad PR can happen, companies need a serious plan of combat and execution. Social media is definitely the first place your customer now goes letting the world know exactly what they think or experienced with your brand.

So, then make social media the first place you go to do proper damage control.

Make a crisis game plan that specifies the duties and roles for each member on the crisis team. This game plan should be able to hold up against any incident, anytime, anywhere in the world and under any conditions.

Blindsided by the Boss Social Media PR Crisis Tool
Your Social Media Crisis Communication To Do List by Christine C. Oddo founder, Madison Luxe Group

 

Your go-to PR crisis social media plan should look like this:

  • Most importantly, DO YOU EVEN HAVE A PLAN?
  • Start with assigning a leader. Then, make sure everybody on the team has a hotline to each other no matter what time or day it is.
  • Generate the resources of infrastructure. For instance, you may need a dedicated site or hashtag. Evaluate and assign what it would take to address all your constituencies and what channels are most appropriate.
  • Speed is key. The faster the brand jumps in to the crisis the greater influence they will have in managing the message and communicating with their public.
  • Admit wrongdoing, apologize and take every punch. Be extremely humble, but strong and express a plan for moving forward through the issue.
  • Act on the broadcasted plan and let your audience know that you have done so. This starts to rebuild the lost trust.
  • Heavily monitor your progress. Internal management and external sources teamed up will watch as the incident evolves through the cycle and can readjust accordingly. Crisis management is rarely a one and done effort, be vigilant and stay on the plan until all signs indicate it is truly a new day.

Any company can be caught in a PR crisis at any time. Any company should be ready with their social media strategy to answer to it. No brand should assume immunity from these way-out-of-left-field-bad press incidents.

That is why it is called a surprise. Be ready.

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Christine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury product retail sales and digital strategy agency.

Inquiries to christine@madisonluxegroup.com

Can Chanel Make 1957 Oh So 2015?

Has Chanel done it again? Has this storied fashion house of

21_Fall-Winter-2015-16-Ready-to-Wear-collection-�CHANEL_HD
Chanel Fall / Winter 2015

never-ending-goods-of-absolute-desire yet again reignited one of their very own legendary designs? Only the Chanel audience knows. The rest of us will know if we see it on the feet of devotees.

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Gina Lollobrigida & Javier Rigau y Rafols

What we have on our hands here, or should I say feet, is the newest rendition relaunching the two-tone classic Chanel Slingback. Originally created in 1957, click this link to see the fabulous archived ’57 photo of Gina Lollobrigida and society’s finest wearing this classic shoe.  The photo has a tickle of animation featuring the famous two-tone, intended as Chanel noted, that the black cap will shorten the toe and the beige lengthens the leg.

 

Gina Lollobrigida 1957 Magazine Cover
Gina Lollobrigida 1957 Magazine Cover

 

In a crazy coincidence, Lollobrigida, once referred to as “the most beautiful woman in the world” is again in the news at 87 years old. She says her decades younger husband tricked her, via getting her to sign paperwork, into their marriage, and only for her estate.

We know Chanel is tops in fashion, but how will the fashionista social media elite respond is the other question.  Besides product sales, Social Media is the other sure way we’ll quickly learn if the relaunch of this classic is a hit. Response and Engagement from discriminating fashion societies reveal the truth for all to see and then emulate.

Lets look a little further into this social media terminology, “engagement”.  Social Media expert and Harvard professor, Dr. Lelia Samii,  states that,  Many think that the size of your community is the most important part of social media, however what is more important is ENGAGEMENT.” Dr. Samii is well known in her circles for devising the REALLY framework and strategy. Her REALLY program is an effective approach to the implementation and analysis of a brand’s social media efforts. REALLY stands for: Research, Engage, Analytics, Listen, Learn, You.

Sounds like marketing, doesn’t it?  In Chanel’s eternal branding genius, they generated 4 visually delicate but unmistakable vignettes that are just long enough to draw in the viewer, but short enough  to keep rapt attention.  Based on the rolled jeans and bike ride featured in the vignettes, this creative balance is precisely aimed at the Millennial target audience.  Be it 1957 or 2015, Chanel perpetuates their iconic aura.  Judging by the number of views and comments, and multiply this by 4- one for each featured vignette, it does appear that Chanel definitely engages their audience.

Chanel-Slingback-Story-185
Watch Chanel’s Slingback Vignettes on YouTube

Chanel’s 2015 social media marketing of their 1957 slingback is undoubtedly on target.  Can’t wait to see them on all those feet.

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Christine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury product retail sales and digital strategy agency.

Inquiries to christine@madisonluxegroup.com