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InsideFMM | October 23, 2014

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IFB Conference: When Bloggers Go Mobile

In New York this past week, I had the honor of speaking at the Independent Fashion Bloggers Conference at Milk Studios. Joined by Aliza Licht, senior vice president of global communication of DKNY, Bryan Grey Yambao of BryanBoy, celebrity fashion critics Tom and Lorenzo, Karen Moon of Style Musee and Jess Estrada of Fresh Jess, we discussed the future of bloggers, media and mobile technologies.

With such a wealth of information flowing during the event, I wanted to address the panel questions more in a more in-depth manner and provide links to platforms I spoke of during the live stream (which is still available for you to watch).

1. How has mobile changed the way you share content?

I’ve approached this in five ways ways:

  • I updated the layout of FashionablyMarketing.Me with a mobile theme. FMM’s new theme is built on a responsive design, meaning that the website automatically resizes itself to be viewed on the device it’s viewed on. Can’t do this? Check out Press.ly or Appifier to create mobile optimized sites.
  • I’ve integrated social sharing buttons for LinkedIn, Facebook, Twitter and Google + so that readers can easily share our content to top social networks that drive quality traffic.
  • I’ve launched a customized Tumblr (also optimized for mobile devices) that has a different content creation and syndication strategy than our main site, also integrating the social sharing buttons as well. This includes Facebook, Twitter, Chime.In and Pinterest.
  • We utilize Pinterest to only feature content of our fans and followers we like. We curate the best original content of our favorite people and brands on the internet. We also create visual albums of live events we attend and places we travel. It’s our fun space!

Mobile has essentially caused us to develop content creation and syndication strategies by platform and audience. While it’s more complex and adds to the hours we spend on content, it’s much more fruitful because of the way our content (photos, videos, editorial) resonate with our audiences.

2. How has twitter affected your blog? Your career?

I always say that it’s WordPress, Twitter and Facebook that started FMM, our site was built upon open source and broken dreams in the heart of Los Angeles. Twitter is a real-time communication tool that I use to share all of our content, industry related news that we feel is of interest to our audiences and to just have fun conversations and open dialogues. While Twitter obsessed, we check it two or three times per day and use Hootsuite to manage our content schedule.

3. How has mobile changed the way you communicate with friends and your readers? Do you feel the need to respond more quickly because of the perception you are more connected or accessible?

I wish Siri was available via an inserted chip in my brain. I’d use her as my virtual personal assistant to manage my social media obsession. As my mobile devices have gotten more complex, so has my use of them. My iPhone I use mainly for a distraction and real-time reporting and my iPad is used for better productivity (email, reading, travel organization). While I don’t feel the need to respond more quickly, I definitely come up with some great mobile content after 9 pm as I tumble, pin and Instagram before I fall asleep.

4. What are your tips for keeping a balance with social media/mobile and real life?

Balance when it comes to social media isn’t just related to our mobile devices, it’s related to our entire social media presence. When it comes to digital consumption, must of us need a to be on diet, but it’s harder to stick to than not consuming an entire pint of ice cream (soy or otherwise). It’s best to create time frames for social media so you can accomplish the most important things in personal and work life. You need the real world as much as you need the virtual world. Think of those awesome Subaru car commercials :)

5. What’s the difference between a blogger and a Twitter personality? Do you consider yourself a blogger or a Twitter personality?

I consider myself a digital innovation consultant and futurist. A social media personality is a result of my career and being a blogger is a marketing tool to drive both of those. If you have a blog and Twitter account, it makes everyone a personality to some degree. After all, these are two of the most powerful tools in building your personal brand no matter who you are. In this day and age, any career you have is tied to having some sort of personal brand.

6. Is it possible to build an online reputation/personality solely on Twitter or photo-sharing apps?

Most people would say no, but I believe anything is possible. If someone has great short form information for Twitter, along with a nicely customized Tumblr and has wicked mobile photography skills (and uses more than Instagram for filters), I think there could be some amazing content developed out of a person’s experiences if he or she has interesting perspectives on their subject matter. I’ve always said, “Content drives culture,” all types of content, especially mobile. You see that in the integrative experience that MILK and ALLDAYEVERYDAY have created around New York Fashion Week for the past two years.

7. What other mobile apps are essential to your day?

  • On my iPhone, I love Path, Instagram, Pinterest, Tumblr and Moleskine and of course, the DKNY’s COZY app.
  • On my iPad, I have all my magazines, books, Flipboard, Instapaper, Stylmee, Evernote and GetGlue.
  • On my Droid, my Nespresso app, Facebook, Twitter, Pose (Droid has killer photo filters w/o Instagram), GO app (it’s Foursquare for hipsters) and Red Laser (love those price comparisons in store!).

8. For audience members who are just getting started in social media, what are the top three sites or apps necessary for growing their online reputation & why?

Most of them I’ve stated above, but I’d also encourage bloggers to test sites they discover or just like. You never know what kind of audience you can develop on sites like Discoveredd, Svpply, Buyosphere, Mulu.Me, The Cools or Poshmark. One technology that I believe is going to be pivotal to bloggers and revenue is going to be Stipple, which enables phototagging on images you feature on your social media sites.

9. What do you see being done well on e-commerce, and how can retailers improve their mobile presence?

The technologies that provide low barrier ways for consumers to express themselves will be very successful – it’s why Pinterest and Instagram are so successful. For retailers, technologies like Bumebox are going to provide killer live event and on-site social shopping experiences as you most recently saw in the live streams of Marc Jacobs and Marc by Marc Jacobs shows (which were powered by the technologies).

Photos courtesy of IFB.

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