domaine 2 : INFLUENCES AND MEDIA

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The 2nd domain upgrades the first and explains how trend forecasters span the globe, and call upon prescribers like journalists, bloggers, or influencers to assure the accuracy and effectiveness of their predictions.

MODULE 1 :

SOCIAL MEDIA

MODULE 2 :

BLOGGERS
AND INFLUENCERS

MODULE 3 :

WRITTEN PRESS
AND NEWSLETTER

MODULE 4 :

PROMOTION : WEB
AND CLASSIC ADS

 AREA 02 / CHAPTER 01 - SOCIAL NETWORKS

Lesson 01 / INTRODUCTION / WHAT ARE SOCIAL NETWORKS AND HOW CAN I UNDERSTAND THEM?

A - DEFINITION

 

B - HISTORY OF SOCIAL NETWORKS

C - PRESENTATION OF THE DIFFERENT SOCIAL NETWORKS

  1. Facebook
  2. Twitter
  3. Instagram
  4. Youtube
  5. Pinterest
  6. Wechat
Lesson 02 / DEFINE BUSINESS OBJECTIVES IN RELATION TO THE USE OF SOCIAL NETWORKS

D - ADAPTING SOCIAL NETWORKS ACCORDING TO THE TARGET TO REACH THE EDITORIAL CONTENT

  1. Facebook
  2. Twitter
  3. Instagram

E - MODERATION OF COMMENTS ON SOCIAL NETWORKS : HOW TO MEASURE THE IMPACT ON COMPANIES ?

  1. Audience
  2. Engagement
  3. Awareness
Lesson 03 / WHAT IS THE IMPACT OF SOCIAL NETWORKS ON TRENDS?

F - THE 6 TRENDS ON SOCIAL NETWORKS TO CREATE ENGAGEMENT

G - DO THEY BRING UP EMERGING SIGNALS OR ARE THEY SIMPLY A MEANS OF DIFFUSING ALREADY ESTABLISHED TRENDS?

H - HOW DO SOCIAL NETWORKS INFLUENCE FASHION?

 AREA 02 / CHAPTER 02 - BLOGGERS AND INFLUENCERS

Lesson 01 / BLOGGERS

A - DEFINITION

  1. What is a blogger?
  2. How a blog works

B - THE DIFFERENT FORMS OF BLOGS

  1. Corporate blogs
  2. Private blogs

C - THE ARRIVAL OF BLOGS: A DISRUPTION OF THE FASHION WORLD

  1. Increased growth in the number of blogs
  2. A revolution in fashion information support
  3. A democratization of the fashion industry
  4. A new look at fashion
  5. A new form of communication

D - THE PROFESSIONALIZATION OF BLOGGERS

  1. Bloggers, a credibility that is difficult to gain from brands
  2. A powerful prescription power used by brands
  3. The distribution of banner ads and sponsored posts
  4. Income linked to the distribution of affiliate links
    Collaborations with brands

E - THE PIONEERS & TODAY'S BLOGGERS

  1. The pioneers
  2. Today's bloggers
Lesson 02 / INFLUENCERS

F - DEFINITION

  1. What is an influencer?
  2. The characteristics of a good influencer

G - THE DIFFERENT TYPES OF INFLUENCERS

  1. By the size of their community
  2. By category of influence
Lesson 03 / THE RISE OF THE INFLUENCE: A CHANGE IN MARKETING PROFESSIONS

H - THE RISE OF INFLUENCERS: A CHANGE IN THE MARKETING PROFESSION

  1. Influencer agents
  2. Brand/influencer matchmakers
  3. New concepts
  4. The support professions
  5. Budgets reserved by brands

I - FOCUS ON THE INFLUENCER MARKETING MARKET IN CHINA

  1. A population particularly receptive to influencer marketing
  2. A censorship that favors the emergence of local platforms
  3. KOL" and Wanghong influencers
  4. China, an attractive but complex market
  5. The risk of bad buzz

J - WHAT FUTURE FOR INFLUENCERS?

  1. The arrival of virtual influencers
  2. A real competition

CONCLUSION

 AREA 02 / CHAPTER 03 - PRESS AND NEWSLETTER

Lesson 01 / INTRODUCTION / THE WRITTEN PRESS

A - DEFINITION

  1. The origins of the press

B - HISTORY

  1. The first periodicals
  2. The golden age of the press
  3. The decline of the written press

C - CHARACTERISTICS

  1. The status of the press
  2. The functions of the press

D - CHARACTERISTICS

  1. Information
  2. Entertainment

E - THE DIFFERENT TYPES OF PUBLICATION

  1. Newspapers
  2. Magazines
  3. Its role in advertising

F - CHALLENGES, ADVANTAGES AND DISADVANTAGES

  1. A media in decline?
  2. The arrival of digital: Fight or partnership?
Lesson 02 / THE DIGITAL PRESS

G - CHARACTERISTICS

  1. Definition and consumer
  2. Direct information
  3. Multiplicity

H - THE DIFFERENT SUPPORTS

  1. Magazines and online newspapers
  2. Social networks
  3. Available on all electronic devices

I - CHALLENGES, ADVANTAGES AND DISADVANTAGES

  1. Too much information?
  2. An editorial revolution
  3. A marketing revolution
Lesson 03 / THE NEWSLETTER / CONCLUSION

J - DEFINITION

K - MEDIA AND FORMATTING

  1. Sending by email
  2. The relationship with the client
  3. Its formatting

L - CHALLENGES, ADVANTAGES AND DISADVANTAGES

  1. Increased competition
  2. Creating a link with the consumer
  3. Sometimes too intrusive?

CONCLUSION

 

M - WHAT IS THE IMPACT OF THE GLOBAL PRESS ON TRENDS?

 

N - HOW DOES IT ACT AS A TREND SETTER FOR CONSUMERS?

 AREA 02 / CHAPTER 04 - CLASSIC AND WEB ADVERTISING

Lesson 01 / INTRODUCTION TO ADVERTISING

A - DEFINITION

  1. Common definition
  2. Legal definition
  3. Objectives of advertising
  4. Summary

B - HISTORY

  1. The highlights
  2. The major tools of advertising
  3. The main actors
Lesson 02 / THE CLASSIC FORMS OF ADVERTISING

C - MEDIA COMMUNICATION

  1. The press
  2. Radio / Television / Cinema
  3. Outdoor advertising

D - NON-MEDIA COMMUNICATION

  1. Public relations, sponsorship, patronage
  2. Point of sale advertising (POS)
  3. Direct marketing

E - TODAY'S ISSUES AND CONSTRAINTS

  1. The arrival of the web
  2. A new generation of consumers
Lesson 03 / DIGITAL ADVERTISING FORMS

F - SOCIAL NETWORKS

  1. Facebook
  2. YouTube
  3. Instagram

G - SEARCH ENGINES

  1. SEO, sponsored links and paid search
  2. Display
  3. Pop-up

H - UNILATERAL ADVERTISING

  1. E-mailing
  2. Newsletters
  3. SMS

ADVERTISING AND TRENDS

 

I - THE IMPACT OF ADVERTISING ON TRENDS

 

J - TRENDS TO SEDUCE THE CONSUMER

 

K - THE ROLE OF PRESCRIBING TRENDS TO THE CONSUMER