Marketing Yourself: 5 Tips on How to Brand Yourself Online and Create a Pull Strategy

Webucator (http://www.webucator.com/) approached me regarding their “Most Marketable Skill” Campaign in honor of the class of 2014, and asked me what I think is essential for success in today’s job market. What should graduates do to obtain a job interview?

Classy graduation look by Fashionable Marketer

My answer: It’s all about branding yourself first and foremost. With the explosion of social media, you have the opportunity to promote yourself and your knowledge, and reinforce your brand image like never before. Wouldn’t it be fun for employers to come to you? Here are my 5 tips on how to achieve this pull strategy using a blog and social media tools.

  1. Find out what you love

Begin by determining what your interests are. What gets you excited? What are you passionate about? What industry do you see yourself working in?

My brief example: It’s obvious that I love fashion – I blame it on my mother who painted my nails red at the age of 15 days! From browsing through fashion magazines, to shopping trips triggering tons of excitement, to patiently spending time matching pieces together, fashion has been engraved in me since I was a toddler choosing my outfits. I have integrated this passion into my MSc in Marketing thesis which I am looking to publish, and class lectures. I’ve also created this blog to further share my passion for fashion and expertise in marketing with others outside the classroom. “Choose a job you love, and you will never have to work a day in your life.” – Confucius

  1. Differentiate yourself from other candidates

Define your strengths. Then find a gap and do something new. Start a unique blog which can be utilized as an extension of your resume.

My brief example: I haven’t come across a blog that incorporates both fashion tips and fashion marketing advice. I created the name Fashionable Marketer to showcase both sides of myself – the fashionista and the strategic fashion marketer. Also, since the content revolves around my taste and my opinions, it can’t really be replicated!

  1. Show your personality

Design a blog that depicts your personality. Select a writing style and tone that represent you.

My brief example: Check out my My Style and My Fashionable Thoughts and & Inspirations sections – I created these to share my fashion sense and lifestyle. I designed my blog using a black and white background with a touch of pink, to portray a chic, modern, feminine and professional image. I’ve included a quote by Oscar Wilde that represents my philosophy: “You can never be overdressed or overeducated.” I’ve also linked my blog to my Pinterest account to further display my interests and tastes.

  1. Demonstrate your knowledge

Use your blog and various social media tools to discuss current topics and show off your expertise. Create a Twitter page and post your opinions, comment on articles, join groups and begin discussions on LinkedIn – these are all different options.

My brief example: Check out my Trendy Marketing section, which provides marketing advice on matters such as Louis Vuitton’s Facebook page and Kim Kardashian’s social media strategy. I’ve also promoted these links on my Facebook and LinkedIn pages (I highly recommend LinkedIn, which can reach potential employers!).

  1. Add your blog link to your resume

Mention your blog link in your resume and include it on your LinkedIn page.

My brief example: In the Qualifications/Profile section of my resume, I mention that I’m a fashion blogger and include the link. On my LinkedIn page, my blog appears in my summary, as follows.

LinkedIn

Conclusion: As you’re looking to enter the workforce, you want to differentiate yourself from other candidates. Following the 5 steps above, you can create an online strategy to attract and connect with potential employers. Rather than simply stating you’re interested in a topic, you’re showing employers you’re interested and knowledgeable about the topic! Actions speak louder than words, don’t they? This pull strategy has worked for me, and it can work for you too!

Best of luck! 🙂

Fashionable Marketer

Advertisements

Kim Kardashian’s Social Media Strategy

Thankfully, there’s more to Kim Kardashian than her… booty pics.

Kim Kardashian’s social media objective

Utilizing social media for self-promotion purposes and brand reinforcement. Creating a fashion and entertainment community revolving around her family name, by mainly targeting female teens and young adults.

Facebook

1. Shopaholic: Kim Kardashian’s Facebook page mainly discusses fashion. Her latest style and shopping trips dominate her page. The majority of her Facebook posts are linked to her blog (http://kimkardashian.celebuzz.com/), which functions primarily as a fashion diary.

2. Entrepreneurship and cross-selling: Facebook is a promotional tool for the Kardashian Kollection (the Kardashians’ clothing line), DASH (the Kardashians’ clothing store) and Keeping up with the Kardashians (the Kardashian’s television series).

Kim Kardashian

3. It’s a family affair: Though Kim advertises her own projects (e.g. new product development, photoshoots) and appearances (e.g. on Ellen DeGeneres), she does the same with her fiancé’s and family’s undertakings, from Keek video clips of Kanye West’s concerts to promoting her brother’s sock line (Arthur George by Robert Kardashian).

Kim Kardashian

Kim Kardashian

4. Interaction with the fans: Kim interacts with her fans by seeking fashion advice from them (e.g. “Fashion Diary: Which Bag Do You Like?”), posting photos of their Kardashian Kollection looks, and incorporating links to Mobio INsider where she answers fans’ questions.

Kim Kardashian

Kim Kardashian

Twitter

1. Links to Instagram: Several of Kim’s tweets are linked to her blog and Instagram account. Once again, many of the content relates to her fashion activities, such as shopping for baby clothing and posting her latest looks.

2. Opinions: She has written tweets to express her opinion on the tabloids, who she believes Photoshop her images and distort information.

Kim Kardashian

3. Focus groups: Kim seeks feedback from her fans regarding product design and involves them in the creation process. For one of her perfumes, she let her fans decide between a light versus dark pink bottle.

Instagram

1. Memorable moments: Most of Kim’s selfies as well as photos of her fiancé and family members can be found on Instagram. Moments of her childhood and memories of her father are included.

Kim Kardashian

2. Product promotion: She also includes screen shots of scenes from her television show, as well as images of her clothing line.

3. Inspirations: Kim has expressed her feelings towards inspirational leaders such as Elizabeth Taylor and Nelson Mandela.

Pinterest

1. Product promotion: The main function of Kim’s Pinterest account is to promote the Kardashian Kollection.

2. Fashion adventures and inspirations: Magazine covers of her and her family members, make-up inspirations and motivational quotes are included.

Overview

Overall, Kim Kardashian integrated a multi-platform social media strategy comprising of Facebook, Twitter, Instagram, Pinterest, Keek, Mobio INsider, with her blog as the core, to promote her socialite lifestyle and daily adventures mainly led by fashion, in addition to showcasing her and her family’s business projects. Her fashion activities are congruent with her fashion ventures, and appears to have formed a fashion and entertainment community around her family name. Though she often enjoys showing off her assets, she does express a business side represented by her efforts to integrate a two-way conversation and engage with her fans.

Fashionable Marketer

Heaven on Earth: Oia, Santorini

What can I say about Oia, Santorini? It’s simply breathtaking. It’s heaven on earth. Driving an ATV around the island, while admiring the adorable architecture, blue doors and domes, and crystal Aegean sea, felt like a dream. The Oia sunset is unreal. Here are a few photos from my trip.

Oia, Santorini, Greece - Fashionable Marketer

Oia, Santorini, Greece - Fashionable Marketer

Oia, Santorini, Greece - Fashionable Marketer

Oia, Santorini, Greece - Fashionable Marketer

Oia, Santorini, Greece - Fashionable Marketer

Oia, Santorini, Greece - Fashionable Marketer

Oia, Santorini, Greece - Fashionable Marketer

Fashionable Marketer

Louis Vuitton’s Facebook Page: The Pros and Cons

According to Okonkwo, luxury brands depict and consist of creativity, exclusivity, craftsmanship, precision, high quality, innovation and premium pricing. Afraid of compromising their exclusivity, luxury brands were laggards in adopting social media platforms. Today, Louis Vuitton has approximately 16 million Likes on its Facebook page, with posts encompassing a variety of topics. These include product offerings, new collections, fashion shows, advertising campaigns, celebrity endorsements, and style tips. Content such as the brand’s collaborations with artists, creative director’s inspirations, latest innovative window displays, and a look inside the workshops are also incorporated. With Valentine’s Day just around the corner, recently Louis Vuitton has been advertising gift ideas for both women and men, mostly consisting of small leather goods such as key pouches, coin purses, card holders and wallets. Louis Vuitton’s main goal for utilizing Facebook is to promote its products, with an extra emphasis placed on entry-level items; thus, it appears the company is focused on targeting Millennials (via their Facebook page). Nonetheless, other, more luxurious items such as the travel bags are also marketed.

PROS

1. High-quality, artistic and innovative imagery of the latest collections, fashion shows and window displays are posted on Louis Vuitton’s Facebook page.

2. Fans can click on the available links to watch the fashion shows live.

3. Videos of the latest campaigns and those offering style advice are also incorporated.

4. Louis Vuitton appears to be active and posts on a regular basis.

5. Furthermore, the brand’s Facebook page is connected to its Pinterest account, an important and effective social media platform to promote fashion.

CONS

1. Even if the content posted by Louis Vuitton is intriguing, the lack of interaction (one-way conversation) with the fans is a concern. Some may argue that Louis Vuitton has the largest number of Likes, Comments, Shares and impressions, and that brand equity is sufficient. But I believe that a two-way interaction is still required. Because luxury brands are status symbols, acknowledging customers on social media platforms will enhance their self-esteem and increase their attachment towards the brand. Communication tactics can include asking the fans questions (e.g. “What do you think of our latest collection?”), creating contests, and posting style quizzes (e.g. “What LV bag are you?”). Louis Vuitton can also post original photos shot by customers (of a product they’ve recently purchased) and hashtag them (in a similar fashion to what Louboutin does).

2. As a luxury brand, Louis Vuitton should promote its brand heritage and craftsmanship further.

3. Finally, although Louis Vuitton has Twitter and Instagram accounts, as well as a YouTube channel, these are not connected to their Facebook page; doing so can increase traffic to their other social media pages, in addition to informing their customers that an online customer service is available on Twitter for instance (though their response rate on Twitter isn’t very strong…).

Overall, the Louis Vuitton Facebook experience is visually enjoyable, but adding the interactivity with the fans will promote a stronger brand community (transformation from a one-way conversation to a dyad which in turn will become a triad, comprising of the brand-customer, customer-brand and customer-customer), thus leading to reinforced brand identification and loyalty, and ultimately a purchase (or repurchase).

What are your thoughts?

P.S. Here’s a fun infographic on luxury fashion brands and social media stats: http://www.slideshare.net/unmetric/top-performing-luxury-brands-on-social-media

Louis Vuitton Facebook Printscreen_Fashionable Marketer

A print screen of LV’s Facebook page

LV Post_Fashionable Marketer

An example of a LV post for a product offer

LV Post_Fashion Show_Fashionable Marketer

Post and link to one of LV’s fashion shows

Louis Vuitton Window Display_Fashionable Marketer

LV window displays

Louboutin Photo_Fashionable Marketer

Example of a two-way interaction from Louboutin
A user or fan recognized using a hashtag

Fashionable Marketer

Dining at the Top – 360 Restaurant

During my trip in Toronto, I had lunch at the 360 Restaurant in the CN Tower. I sat by the window and enjoyed the revolving, beautiful water and city views from approximately 350 meters high. The food was beautifully presented and quite flavourful. My two favourite courses were the fresh Prince Edward Islands Malpeque oysters and the Lindt chocolate lava cake (it was absolutely heavenly!). The main seafood dishes were tasty as well, though I preferred the pickerel over the salmon. I loved the detail in the drinks; they arrived with a cute CN Tower stir stick! For the occasion, I pulled out a bright, multicolour, flower-print dress, and red heels to make the whole outfit pop. Tiffany sunglasses and a black Michael Kors purse were added to complete the look. My definition of daytime chic.

Fashionable Marketer_CN Tower_360 Restaurant_Toronto (9)

Outside the CN Tower
Photo by M. Photography

Fashionable Marketer_CN Tower_360 Restaurant_Toronto (10)

At the top of the CN Tower
Photo by M. Photography

Fashionable Marketer_CN Tower_360 Restaurant_Toronto (11)

Photo by M. Photography

Fashionable Marketer_CN Tower_360 Restaurant_Toronto (8)

In the 360 Restaurant
Photo by M. Photography

Fashionable Marketer_CN Tower_360 Restaurant_Toronto

Drinks at the 360 Restaurant, at the top of the CN Tower
Photo by Fashionable Marketer

Fashionable Marketer_CN Tower_360 Restaurant_Toronto

Oysters at the 360 Restaurant, at the top of the CN Tower
Photo by Fashionable Marketer

Fashionable Marketer_CN Tower_360 Restaurant_Toronto

Pickerel dish at the 360 Restaurant, at the top of the CN Tower
Photo by Fashionable Marketer

Fashionable Marketer_CN Tower_360 Restaurant_Toronto

Salmon dish at the 360 Restaurant, at the top of the CN Tower
Photo by Fashionable Marketer

Fashionable Marketer_CN Tower_360 Restaurant_Toronto

Fruity dessert at the 360 Restaurant, at the top of the CN Tower
Photo by Fashionable Marketer

Fashionable Marketer_CN Tower_360 Restaurant_Toronto

Lindt lava cake at the 360 Restaurant, at the top of the CN Tower
Photo by Fashionable Marketer

Fashionable Marketer_CN Tower_360 Restaurant_Toronto

Beautiful view from approximately 350 meters high. 360 Restaurant, at the top of the CN Tower
Photo by Fashionable Marketer

Fashionable Marketer

In the Streets of Madrid

With beautiful landmarks, delicious tapas and churros, flamenco, and super friendly Spaniards, Madrid is one of my favourite cities in the world. During my stay there, I was in the mood for casual and loose ankle length dresses, with a pop of colour, as well as comfortable, embellished flip flops. This turquoise print dress with a beige belt and bronze flip flops was my favourite look. Here are a few photos from the breathtaking Parque del Retiro and the streets of Madrid.

Fashionable Marketer - In the streets of Madrid

Photo by M. Photography

Fashionable Marketer - Retiro Park - Madrid, Spain

Photo by M. Photography

Fashionable Marketer - Retiro Park - Madrid, Spain

Breathtaking Retiro Park, in Madrid, Spain
Photo by Fashionable Marketer

Fashionable Marketer - I  ♥ Madrid

A little souvenir for a fashionista ♥
Photo by Fashionable Marketer

Fashionable Marketer

My Definition of Fashion

What is fashion?

To me, fashion is a personal art and a form of self-expression. It’s not always about following the latest trends or purchasing the most popular designer names. It’s about dressing according to your mood. It’s about creating your own pieces and defining your identity. If I had to define my style, it would be classy, romantic, feminine, cute, sparkly, depending on the day, occasion or simply how I feel.

Fashion is also a lifestyle. It’s more than the physical garments, accessories, heels and handbags. It’s about the way you live – from exploring new cafés and restaurants to discovering various countries and cultures, and doing so your own way, while incorporating a sense of style for each moment.

How do you define fashion?

Fashionable Marketer

Coco Chanel Quote