Social Media Tools Add Zing to Bling

The Fashion Institute of Technology was buzzing earlier this month when about 100 ladies from the Women's Jewelry Association gathered there for their annual "Women in the Know" Conference. Jane Seymour was the keynote speaker, looking as gorgeous as ever. She was promoting her new Open Hearts collection for Kay Jewelers, but if she could bottle whatever it is she's doing to look so good she'd make millions more than she already has.

I was there to give a presentation on Web 2.0 Tools for Jewelers and talked about how some sites are making the most of social media. (I've added my powerpoint Presentation below). Tiffany & Co. does all its social networking on their Facebook page, which has over 800 fans. Zales and Blue Nile have taken a cue from Amazon and allow customer reviews, while Ross-Simons has 85 product videos on their site, as well as some on their YouTube channel. They're quite pretty but need a little more of a personal touch to make them less "HSN".

Adding a presence on social networking sites is a great way to put your products in front of a whole new audience of people that would not have found you otherwise. Jewelry is a category that's well suited for social engagement and discussion and reviews. However, most companies in the space haven't embraced "new media" quite yet. Individual designers on the other hand, are plentiful on the blogosphere, which makes a lot of sense since blogging does wonders for search engine optimization.

During lunch I chatted with Andzia Chmil, owner of amberjewelry.com who has a blog where she regularly updates her readers on specials, product information and giveaways. She shared with me the recent success she's had with mommy bloggers.

"We gave away $100 gift certificate. To win people had to go to our site and choose a piece they liked and then go to BloggyGiveaways.com and write about it. It gave us 700 more unique visitors a day. Our traffic on a slow day is like 500 so when you increase it by 700 more people it's huge for us. Through Google Analytics we saw how many direct buys were coming from the mommy site - people that were so tempted they had to buy something right away. This was over Valentine's Day weekend and it went so well that we're doing another one with Mommy Goggles, which showcases a product a week. They were featuring ladybug jewelry so they showed our pendant & bracelet. It works the same way - people select they piece they like on our site and then write about it on the mommy site."

Holly, Andzia's daughter, added that through BloggyGiveaways, they reached December-level traffic for four days during a time of year that's usually flat for them. For the promotion they paid a nominal fee, plus the products. They also received terrific feedback through comments people left about various designs they carry and the way their website is presented. With the MommyGoggle's contest they just sent the product. They shopped around and reviewed various other blog giveaways, and found these to be the best. "It was very fun, we got our brand and the idea of amber itself out to fresh people we don't normally connect with", says Holly.

Another social media tool Andzia likes is the "Tell a friend" button. "About 10-20% of the people who visit us use it and it's great because you have women pick out things and tell a friend or a relative what to get their girlfriend or wife and you get to see the one they choose. We see what they said to them and then 5-10 minutes later the order comes in, and it's from a different IP address so you know it's working," explains the jewelry designer.



Additional resources:
Here's a press release with more coverage of the event.

Here's other jewelry related posts I've written:
Using Video to Advertise Your Business
Making Sales with Facebook and Flickr

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More tips on How to Blog More Often

I received a great comment from one of my readers in response to my last post on blogging more often, and it had so many useful tips I decided it would be better viewed as a post than as a comment, so here it is...

Great topic, Carmina. I suppose I'm on one extreme of the spectrum; I've made the time to publish 3-5 articles a day while working a full-time job, but at the sacrifice of sleep! Most days I wake up at 4am (sometimes 3:00) and work on my site over several cups of much-needed coffee until I get ready for my "real" job at 7am to be to work by 8:00. After work I usually spend 6:00pm - 11:00pm working on the site, and then am back up at 3 or 4 the next morning.

I just launched TheDailyAnchor.com - a marketing and advertising blog - at the beginning of January and it's been doing very well, but I'm not sure how much longer my body will survive on 4-5 hours of sleep a night! I'm blessed with an incredibly supportive and understanding girlfriend, but the time I dedicate to the site is most certainly unfair to our relationship.

In my case, I think there are four things that will help restore a little sanity in my life...

1. I've given up blogging on weekends. As much as I'd like to post content 7 days a week, I've found I need weekends to handle site maintenance (advertising, design, etc.) That, and I think my girlfriend would kill me if I didn't have at least some downtime.

2. I've started an editorial calendar, which is basically broken down by date and article categories (marketing, advertising, news, etc.) I use my weekends to spec-out my article ideas for the upcoming week. Sure, things pop up on a daily basis and I tend to modify the schedule on a daily basis, but having a schedule down on paper (er, Excel) helps me stay organized and focused.

3. I can't do it alone. My site is The Daily Anchor; I can't exactly get away with posting weekly or sporadically! I have big goals and high hopes for the site, so I've enlisted a few friends and colleagues of mine to help develop content. I'm still developing 80% of the content myself, but even if 1 out of 4 articles a day is by a contributing editor, that's a HUGE help and a huge time-saver. I have 4 contributing editors right now, and hope to grow this to 10 within the next month.

4. I've scaled back my expectations. Even though I knew it from the start, quality matters more than quantity, and I'd rather post 2 GREAT articles a day than bust my hump to produce

5. Last night I took a rare break from the blog to go out to dinner and a show with my girlfriend and her mom, and fell asleep as soon as we got home. I woke up at 4:00 per usual, but instead of racing to publish 4 stories I decided to write just 1, and am darn happy with how it turned out.

I'm still cutting my teeth on this blogging thing, and have yet to set a schedule that properly balances productivity, health, and "real life," but I'm learning as I go. Thanks for another great post.

All the best,

Andrew

Thanks Andrew, and keep up the good work!

Get On A Daily Schedule To Blog More Often

Do you wish you could "up" your blogging frequency? Unfortunately writing daily is not an easy habit to put in place for many of us (including, ah-hem, yours truly). “How do I find the time?” is the main complaint I hear from people that attend my blogging workshops.

My client, Moira Collins, seems to have figured it out. She publishes a post every other day on her blog, Kiddie Star Signs. She says it has really helped to bring traffic to her main website, Kiddiegram.com where she offers astrological charts for children. So I was curious to find out how she does it.

Moira says she was initially inspired by her close friend, cartoonist Nicole Hollander, who has to have a cartoon ready every day for her syndicated comic strip, Sylvia. "Even if she goes on vacation she always has a backlog of cartoons ready, so that's the model I followed", explains Moira.

Every morning while sipping coffee Moira checks Google news and other entertainment sources, like celebrity baby blogs and People Magazine, to get ideas on what to write about. Once she decides on a topic she gathers all the elements she'll need later on. "I'm often writing two posts at once - one for the next day and one for 2 days from now. I do the initial work on the astrological chart I will make reference to, and then decide what pages on my website to link to," she adds.

If, for example, she reads that Nicole Richie and Joel Madden are getting married on their daughter's birthday, she makes sure to have Harlow's chart and a link to an earlier post she wrote about her ready so she can easily include it in her new post. Then when the news actually breaks she has the post ready to go. “Forbes did a list of top celebrity babies so I have all those charts and the charts of their parents on file for when I need them.” She also takes notes on the sources for the quotes and photos she will use and get related links, then she decides on labels & titles

Moira says that since she's had the blog, traffic on Kiddiegram.com has grown tremendously, and visitors stay longer. "Once they get to the website people spend a lot more time there because there's more content to browse through", she adds.

By posting regularly Moira was picked up by Astrodispatch, a big astrology clearinghouse. Then Molly Hall at About.com, who has written about Kiddiegram.com a couple of times in the past, put the Kiddie Star Signs blog on her "best astrology blogs" list and linked to one of the posts on Ethan Hawke's baby.

“If bigger sites hadn't referenced me I wouldn't be encouraged to continue writing as often because I’m very busy. You continue writing because you realize that's what your peers read,” Moira points out.

Here's Moira's blogging schedule:

• She publishes a post every other day but writes everyday so she has posts in the pipeline. If something bigger comes up she’ll put aside what she's prepared in advance and features the breaking news first.
  
  
• She dedicates between 1/2 hour to 45 min. on average per day to her blog. If it’s a tricky post she'll spend an hour on it.
  
  
• She spends an extra hour a week researching.
  
  
• She tends to write short posts.
  
  
• She publishes her posts in the morning. To stay on track she'll do research for the 2nd post before publishing the one for that day.
  
  
• If there's nothing going on or she doesn't feel creative, she won't write. It's more interesting to give it a break or wait for inspiration to come the next day.

My friend and fellow social media enthusiast BL Ochman just wrote an entry on her blog interviewing marketing guru Seth Godin about why he decided to start posting daily. Check it out.

What are your challenges when it comes to blogging more often? Please share!



PS - Above is a slideshow of Moira's adorable astrologically-themed designs. They've just been selected for the new Flip HD & Mino. Congrats Moira!

EconWomen Conference - Part 2

So I'm groovin' to the funky latin beat of Los Hombres Calientes, Vol. 2 in the background (music to blog by) and ready to keep yaking about yesterday's EconWomen Conference. Where did I leave off? Oh right. Wenda Harris Millard. Co-CEO of Martha Stewart. She had a lot to say about ad networks (similar to Adsense, ad networks allow publishers to make money by placing ads on their sites). The internet, she explained, is a brand medium, and there is concern on the part of brands with being associated with lower quality sites, or ones that don't fit well with their image, so they will have a preference over branded sites. Because the environment in which the ads appear is very important to advertisers, sites that are able to brand themselves will do well. But she warns you can't rest on your laurels - execution is everyting and publishers have to continue to deliver quality content. She told us about how big-name brand marketers like Dove (Unilever) are embracing the internet while others (Proctor & Gamble) are still sitting on the sidelines, experimenting. "You can't experiment anymore, especially since the forecast is for advertising online to match that of consumer magazines by 2010, and quickly surpass it from there," adds Wenda.

We heard more on the subject at the next panel, "Advertising, Ad Networks and Other Revenue Opportunties". Lisa Stone, CEO of BlogHer (that's her next to yours truly), shared how her company started out as a conference and has now become a full fledged organization that offers an ad network to its members but maintain high standards. "We have advertising guidelines that forbid pay-per-post and we request that bloggers bring in the best content for women", she says. As Lisa puts it, their members didn't want to write for magazines or newspapers, they wanted to write for themselves (here's to blogger's independence!), and BlogHer is providing a way for them to monetize their work. She sees a very positive future for ad networks.

Up next it was two media powerhouses: Cathie Black, Pres., Hearst Magazines, being interviewed by Tina Brown, back at work with the launch of her new Daily Beast. Tina Brown made a catty remark about being in magazine publishing in this environment (meow...I guess she learned her lesson...), which was blogged about in this piece on PaidContent.com.

The highlight of the panel that followed, which was on M&A and venture capital activity, was seeing Andrew Shue in the flesh, cute as ever. Yeah, that Andrew Shue. From Melrose Place. Elizabeth's brother. He is co-founder of CafeMom, an online community for mommies, although apparently he hasn't left Hollywood altogether. When he introduced himself he said he was formerly with D&D Advertising, and the whole room chuckled. I had to ask one of my table mates what he meant, and she quickly clarified that was the fictional company he worked for in the series (ok, he's cute and has a sense of humor).

The other big thrill was listening to blogger extraordinaire Heather Armstrong tell her story. She started her blog Dooce when she was single, thinking that only a handful of friends (and, as she puts it, a few guys she slept with) would read it. She would complain about her job and call her boss names, for which she subsequently got fired. Heather later got married and had a baby, so her posts became about the isolation that new moms go through and her own struggles with post partum depression. The beauty of it was that new mommies all over the country were sharing her same angst and, through her, found a voice for what they were feeling. Page views went through the roof, to the point where Dooce now supports her whole family. Her experience really inspired me to keep writing, and more often. Hope it does for you too. Blog on!

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Bloggers Get the Full Treatment at the DNC

It's never been a better time to start a blog. No matter what field you're in, blogs are increasingly opening doors for publishers and getting us R-E-S-P-E-C-T, as Aretha would say. My friend and fellow blogger, Sharon Toomer, attended the Democratic National Convention along with two of her writers in an all-expense paid trip, truly a dream come true for her, all because of her blog, Blackandbrownnews.com, (BBN for short). Sharon launched BBN about two years ago as a user-driven news, information and community forum to cover stories from the Black and Latino perspective.

Naturally, covering the DNC was a plum assignment for Sharon, who's day job is at the Association of Black Foundation Executives. But with limited funds, she boldly decided to ask her employer to sponsor her trip to both the Democratic and Republican conventions, and they said yes. This wouldn't have happened, say, a couple of years ago. How times have changed! (That's her getting some face time with Rep. John Lewis at the convention)

But there's more. She hooked up with the NY Community Media Alliance, who launched an election 2008 initiative and is financing a group of ethnic and immigrant media organizations so they can attend both conventions, as well the primary season and the general election. The NYCMA has also arranged for new media journalists and bloggers to get the all-important press credentials for high profile events, including "Big Tent Denver". There are 11 journalists along with Sharon, representing Pakistan, China, Bangladesh, Ireland, Poland, Russia and of course Black, African American and Latino communities. "None of us has the resources, human or financial, to staff this kind of coverage," says Sharon.

Bloggers and new media journalists had a huge area where they could blog all day, with free lunch and dinner, sponsored by Daily Koz, Google and YouTube. "They're taking bloggers seriously and created a space for us to be able to work," adds Sharon.

Her first interview was with Al Sharpton at La Guardia when they were both boarding the plane from NY to Denver. She saw him waiting to be seated and asked if she could have a few minutes of his time. He was very generous and kind to her. "It was cool", she says. "This is very valuable for nontraditional news and information outlets like BBN that don't have access to the democratic process in the same way that mainstream media does yet we still need to get information to our readers."

Next stop for Sharon: Minnesota. After that? The world!