Marc Jacobs Pop – Up Shop Only Accepts Tweets as Payment

Marc Jacobs opened a Daisy fragrance Pop – Up shop in Soho during Fashion Week with a social media twist. This unique shop did not accept money and only accepted social currency in the form of Tweets, Facebook posts and Instagram photos.

marc jacobs, heather neisworth, @heathgirl, bementioned, social media, online marketing, tweets, twitter, instagram, new york city,new york, new york fashion week, marc jacobs, fashion, beauty, daisy, fragrance, perfume,

The innovative shop was brought in part by the large amount of Social Media love given to Marc Jacobs fragrance Daisy, which has one of the highest engagement levels on Facebook.  Fans of the fragrance often go to great lengths to publish innovative photos, personal drawings and accolades on Social Media and so this shopping experience was a good way to ‘thank’ fans and launch a new Daisy print campaign. Pop – Up shoppers used the Hashtag #MJDaisyChain as payment for Marc Jacobs-branded gifts ranging from perfume, necklaces and purses.

heather neisworth, bementioned, heathgirl, @heathgirl, marc jacobs, daisy, paris, paris fashion week

This marketing experiment was also a reflection of  fashion houses like Dior and Kate Spade entry into the Social Media market and finding new and innovative ways to sell their luxury products to a target audience.

The use of Social Media currency shows the ongoing struggle for companies to accurately measure the actual ‘value’ of a Social Media campaign or more specifically the cost of a Tweet, Facebook Like or Instagram photo.

So while companies continue to engage in Social Media campaigns to uncover the actual value of engagement, fans get to benefit from the innovative ways companies are engaging audiences.

The importance of branding is at an all time high

FacebookThe power of personal brand is becoming more important than any other point in history, as technology is giving people the ability to curate their own identity in the real and virtual world and to see how they are being perceived in real-time on the web.

A major development making waves, so large the full impact is yet to be determined, is the unveiling of the Facebook Graph Search.

This development connect your name directly to your likes, dislikes, daily musings, flights of fancy and even general complaints in a way that makes your innermost thoughts directly open to a unknown public searching for information.

Using the new Facebook Graph Search now gives anyone the ability to find anyone on Facebook, even if the person conducting the search is not your friend.  By using very specific search terms such as “girls who like to buy gold earrings in Paris’ you can find an aggregate of individuals who have liked or discussed in the past Paris, gold earrings and even jewelry. Kashmir Hill of Forbes recently published a very interesting article on the incredibly true and downright strange searches that can be conducted on Facebook including: “Mothers of Catholics from Italy who like Durex” which is a true search and leaves the mind to wander what else can be found on the site.

Graph users also recently discovered the ability to view users’ private photos in Facebook, which shows the meaningfulness of inviting ‘friends’ to become part of an inner circle on Facebook is quickly loosing meaning but that is a whole other column.

Many question then looms largely over us all. What does your personal brand say about you? What would a Facebook Graph Search reveal about you?

The important part to realize is that the revealed information on the Facebook Graph is not new, it is content people are voluntarily posting or liking and now, for better or for worse, their name, and online brand is directly connected too even if it is positive or negative.

With that in mind it is now time to begin evaluating the content of the information connected with your name online and see if it is in conjunction with your values and the way you want to be represented to an unknown but curious audience. If you are no longer the tormented poet writing about your feelings or the frequent photographed Martini drinker, it is time to make improvements to your brand search and content if necessary.

So the need to curate your personal brand is more important than ever since it is the way you are represented to a largely interconnected but often personally unfamiliar population.  Now is the time to take evaluate, assess and take action to strengthen your brand.