Five online marketing tips for Kate Moss
Tuesday May 27, 2008 /
In the fashion industry image is everything. And Kate Moss, one of the world’s most famous fashion models, benefits from newspaper and magazine column inches touting her as a style icon, to promote her Topshop clothing range.
Her celebrity status and public persona all help to create the sellable brand that is Kate Moss. But what could Kate be doing to market her brand on the internet? Here are five online marketing tips for Kate Moss…
1. An official website
Kate needs her own website which is themed the ‘career of a supermodel’. It should be a portal of Kate’s life and include a career timeline, a profile of the campaigns she appears in and her Topshop collection.
She should also create a dialogue with wannabe models and designers offering tips on how to get into the fashion industry,
2. Social networks
Fancy making friends with Kate? An official profile from which Kate has a dialogue with her fans would help her to connect with an online community.
She would then be able to leverage this community help her in various different ways. For instance, she could ask her online friends to put a Kate Moss for Topshop application on their personal profile.
3. Bury negative web pages
Search for Kate Moss in Google and you get the ‘Cocaine Kate’ story from the Daily Mirror on the first page.
One way Kate could try to bury negative web pages like this is by creating an official website which links to other positive fan websites (read my Tom Cruise example)
4. Viral competition
Kate should celebrate her successful foray into fashion design by offering someone the chance to design part of her collection.
Entrants can be asked to submit a design for a dress in the Topshop collection. Every entrant could then have to rate other entries.
5. Guest blogs
Fashion blogs are becoming increasingly influential. Bloggers are noticing and reporting on trends much quicker than newspapers and magazines.
Kate should guest blog on fashion blogs every few months adding her views and thoughts on what trends she thinks are coming in.
BBC helps ITV by reporting negative ITV news
Friday May 09, 2008 /
Bad publicity offline has positive effects online.
By reporting ITV’s record fine from Ofcom, the BBC News website has helped ITV.com’s online rating by linking to it.
Every link to ITV.com that Google finds across the web makes ITV.com more important.
And there’s no stronger link than one from one of the UK’s most respected and high profile websites - BBC News.
with every cloud there’s a silver lining, and ITV’s silver lining in this phone scandal debacle, is a web link from the BBC.
(No link is worth a £5.68m fine, but you get my drift)
Tom Cruise’s new website. Is he “nuts”?
Thursday May 08, 2008 /
This week Tom Cruise launched his new website and appeard on Oprah to celebrate twenty five years of movies.
Apparently all part of a PR campaign to focus Brand Cruise on his acting and away from Scientology.
Tom has to deal with the fact that when you type ‘Tom Cruise’ into Google the third result, after his IMDB and Wikipedia profiles, is the Tom Cruise is Nuts website.
The hate site hasn’t been updated since September 2006, but it’s still up and terribly damaging for Tom’s online reputation.
The internet’s a free world so to speak, and although he could sue or have his lawyers send stern letters, it would be better for Tom’s PR machine to hire the expertise of an SEO (search engine optimisation) expert or Online PR specialist to bury anti-Tom websites.
An SEO/online PR specialist - like moi - has the know how to bury the Tom Cruise is Nuts website by elevating pro-Tom websites to the top of Google’s search results.
Tom’s people need to start linking to Pro-Tom websites from his official website. It kind of works like this…
Blogs and websites, like this one, make tomcruise.com popular by linking to it
Which means...
tomcruise.com becomes popular
So then...
Google will think websites that are featured on tomcruise.com should be popular too
This means that...
It will start to rank websites that are linked to from tomcruise.com higher in the search results than those that aren’t
Which ultimately leads to...
The Tom Cruise is Nuts website, which obviously won’t be linked to from tomcruise.com, disappearing from the top of the search results
That’s the simple version of how to stop Tom Cruise from appearing “nuts” but if you want to know more detail about the dark world of SEO I suggest you read up on it at Wikipedia!
Don’t say I never teach you anything.
Friends Reunited does a Take That comeback. But will it ‘Rule The World’?
Wednesday April 30, 2008 /
So Friends Reunited is free and hoping to take on Facebook. Many would say it’s taken ITV, owners of Friends Reunited, far too long to drop the subscription model.
With 19 million registered users the website doesn’t fall into the niche/specialist social network category. Instead it’s hoping to take on the broader networks like Facebook.
Here are five things Friends Reunited has to its advantage over Facebook…
1. The Privacy Debate
Trust in some social networks is decreasing because of debates sorrounding how private data is collected and used for advertising purposes. Friends Reunited as a brand has so far managed not to fall foul of such negative PR.
2. Audience Age
The older audience, who are more likely to worry about their privacy, will have more money to spend, and more free time to use the internet. This means extra revenue driving opportunities and more advertisers seeking [older] people with higher disposable incomes.
3. ITV Network
With ITV.com’s Catch Up service becoming more popular it’s the perfect time to showcase the new Friends Reunited with in-house promotion.
4. Genes Reunited
Genealogy is big business. If they can successfully use genealogy as a hook into the main website they’re onto a winner.
5. It’s British
Nowt wrong with a bit of national pride!
My take is that, although it’s unlikely to rule the social networking world, there is a definitely a market for Friends Reunited.
PS - If you’re impressed with the new Timeline feature on Friends Reunited, I suggest you check out miomi.com
E-Consultancy article: Five tips for online fashion stores
Monday April 21, 2008 /
Have you ever wanted to buy something and thought ‘I’ll wait until pay day’? How great would it be if you could order items online that would be billed and delivered when you get paid?
That was one of my 5 tips for online fashion stores in my latest blog on E-Consultancy.com.
NMA Social Media drinks at Alphabet Bar
Thursday April 03, 2008 /
NMA magazine held a get together at the Alphabet Bar in Soho for people working in social media to network.
Tony from Centaur media was making me and my OSOYOU colleagues Rebecca and Fiza laugh (above).
I also got to speak to Chris Osborne, who runs BoxedUp.com, and Hugo Burge from Cheap Flights. Both great guys who are passionate about the tech and new media industries.
5 online marketing tips for 5 campaign websites
Tuesday March 25, 2008 /
Jonathan Hirshler and I looked at how five campaign websites could increase their online presence.
Converse Century’s internet marketing
Monday March 10, 2008 /
After attending the Converse Century party I thought I’d take a look at the online marketing efforts of the brand.
I had an article published on E-consultancy.com analysing the online PR of Converse’s one hundredth year marketing campaign.
Ironically my article, which includes my take on what appears in the Top 10 results of Google for the term “converse century”, is actually #1 in Google UK for that term.
Read the full article Has Converse marketed its Century milestone online? on e-consultancy.com
Is Victoria Beckham better known for music, fashion or being a WAG?
Friday March 07, 2008 /
I have done another of my regular articles for internet marketing and ecommerce website E-consultancy.com. This time I have given regular readers something a bit different to read about - Victoria Beckham.
The article is basically an analysis of the Top 10 results for the search term “victoria beckham” in Google and as we all know Google’s algorithm is based on what the web in general (news websites, blogs etc) is saying, so it’s a great indicator as to what Posh is best known for.
Read my article on Victoria Beckham’s online PR at e-consultancy.com
Designer clothing from private fashion sales websites
Tuesday March 04, 2008 /
If you haven’t heard of private sales where have you been?!
It’s a new and fast growing phenomenon when it comes to shopping online for designer clothing.
I have had the pleasure of working with two of the best known private fashion sales websites in the UK, koodos and Brand Alley, which is part owned by Rupert Murdoch’s News International.
I’ve just written an article for E-consultancy.com, an internet marketing and ecommerce website, explaining more on what I think makes these private sales websites work.
Read the article on private sales at e-consultancy.com
Visit the koodos website
Visit the Brand Alley website
So what is OSOYOU.com?
Friday February 15, 2008 /
I did a Q&A with internet industry website E-Consultancy.com. They wanted to find out what OSOYOU.com was all about.
I’m really glad they asked about search traffic. It’s one of the achievements I am most proud of, as 92% of our search traffic is from natural search rather than PPC.
Click to read the article Q&A: Leon Bailey of OSOYOU
