A very interesting read on how ‘social media’ was trending if not more than the fashion at New York Fashion Week.
Images: DVF
This fall, brands, marketers and media turned to social media to generate real-time coverage and buzz among followers of New York Fashion Week — and nowhere was the impact of those efforts more apparent than on Twitter.
According to social media measurement platform Trendrr, which produced the infographs below, more than 165,000 tweets pertaining to Fashion Week were posted between Thursday, September 9 and Thursday, September 16.
Friday, September 10 was the biggest day at 34,000 tweets; hashtag #nyfw also became a trending topic on Twitter
that day. Of the tweets delivered during that period, 70% came from female users, 50% were positive and 17% were negative in sentiment.
The conversation generated a number of benefits for brands who were active during the week, most of which received a healthy increase in followers. Diane von Furstenberg led the way with an increase of 3,000 followers, whose show garnered positive reviews both in print and online. Betsey Johnson and Michael Kors both netted around 2,000 additional followers, the latter of whom received positive feedback in 65% of the tweets posted during and after the show.
One of the more surprising beneficiaries of Twitter buzz was South Korean designer Bumsuk Choi, who managed to boost his Twitter following by 1,200 followers — a 40% increase from his previous following — despite not having delivered a single tweet in English throughout the week.
“What’s fascinating is that I can remember three years ago watching Fashion Week first show up in the public timeline on Twitter, and now the entire industry is unlocking the value of social/digital media in a diverse and impressive variety of methods,” Trendrr Founder and CEO Mark Ghuneim observed. “From the beautiful American Express/Twitter destination site, to Marc Jacobs’s live streams, to QR codes, to Facebook and Foursquare promos, and more, there seemed to be no social network or channel that went un-leveraged this year,” he said.
Article via Mashable – read more here.
