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How fashion brands are embracing Social Media

How fashion brands are embracing Social Media

For those who haven’t heard of it, MeasurementCamp is a loose collective of individuals (mainly from the marketing industry) who meet regularly with the aim of developing an ‘industry standard’ way to measure Social Media campaigns.

Having taken a brief hiatus at the start of 2010, this monthly event has recently been revitalised in London with the first of the year taking place on 21 July.

So what lessons were learnt at first MeasurementCamp? Well, it was a bit of a case study extravaganza with two of the three speakers focusing on how social media has successfully been used by Fashion brands.

Caroline Rolfe spoke about how Debenhams has used their VIP ‘Beauty Club’ to build a large, engaged community on Facebook and also become one of the first UK retail chains to integrate Foursquare.

She also highlighted successful, content-led campaigns from brands such as Jack Wills, Burton, Estee Lauder and Boden.

 
Alice Ratcliffe, ex-fashion blogger & co-owner of online start-up ‘ShopPulse’, illustrated how immersion is the key to successful social media thinking.
 
Alice comes from what she described as a ‘self-taught’ background and her talk focused on how you don’t necessarily need complex or expensive tools to measure success. But it was clear her blogging past had given her valuable insight into the intricacies of social media that can’t be gained through theory alone.
 
Finally Ciaran Norris offered commentary on measurement from a global perspective and how social media insight can help brands define the wider marketing strategy.
 
AJR
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