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Bollare's Alle Fister talks to The Industry on how to win at Social Media

The Industry London
28 September 2015

Alle Fister is one of most prominent figures in fashion and beauty communications in the US. She is the founder of bi-coastal PR and communications business Bollare where clients have included Fornasetti Profumi, Gilt Groupe, ghd, Kevyn Aucoin, Olivia Von Halle, Timberland, TRIANGL, Vans and Volcom. Prior to this Alle made her name as one of the founding members of Shopbop, which was purchased by Amazon in 2006.

Alle is a regular commentator on the fashion and beauty industry and has made numerous media appearances including segments in more than 250 television programmes including Good Day LA, MTV, VH1, E! News and The Early Show.

She will be speaking at The Industry London's Social Media Masterclass on 30 September. We caught up with her beforehand.

You will be appearing at The Industry London's Masterclass on Social Media, if you could give one piece of advice to a brand hoping to maximise social channels for their PR value, what would it be?

Set a clear intention and mission statement.  Your brand’s social channels need to be as directional as your brand or collection at large.  If you do not have a clear direction, how can you begin to even vet what to post, the tone in which to type or if the channel is effective!

At Bollare, you represent many cool fashion brands, how central is social media to their PR strategies?

Social and digital media strategies are at the epicenter of our marketing and press thought processes!  We are additionally very cognizant of how to add more legs to any one win by echo’ing it across social.

What do you make of the social media initiatives we have seen at the recent Fashion Weeks, for instance Burberry releasing all of its looks on Snapchat ahead of its show? Will we see more of this and what are the benefits of doing it?

I love seeing brands pushing the envelope with digital creativity.  Campaigns that are unexpected, whether through the medium or the message, tend to stand out as they elicit surprise and delight, making them memorable and effervescent.  We’ll continue to see creativity with information release with the most magnetic brands!

Which channels do you feel are the most important for fashion right now?

It really depends on what your message is, and from there, you can best determine which medium highlights those message points most clearly!

How do brands "cut through the noise"? There's a lot going on across various channels, so how do you get your message across?

Consistently!  You must know what your message is, and then determine the best ways to echo it time and time again in manners that compound it.  Although you eat, sleep and breathe your brand, others do not, so clarity and consistency are the main keys to rising above the clutter!

Is there ever a time when abstaining from social media is the right thing to do?

If you’re simply ‘posting to post’.  Every national holiday or current event does not require a brand post; make sure that you’re posting to propel your brand’s DNA, versus putting an image or a message online ‘because you think you should…’

Which social channels do you use personally and how do you use them to best effect?

I am an INSTAGRAM gal @Bollare :: love the visual nature, and I’m always seeking clear, bright imagery to propel our agency culture in fun, lifestyle-evoking ways!

Who (brands, people, media) do you follow on social media and why?

Oh so many…700 to be exact! A few favorites:

ALO YOGA :: Gorgeous activewear line whom has built a robust following by tapping into influencers within a niche genre in a creative way, as captured through key hashtag campaigns.

INDLONDON :: Industry London’s Twitter feed is the perfect curated blend of industry news and lifestyle, making it a great channel to ‘staying the know’ and eliciting retweets and shares with the curated information feed!

KEVYN AUCOIN :: This beauty brand toggles between beauty tips, to BTS of the company culture, to highlighting fans in a way that is consistent, elevated and genuine.

Queen of Jetlags :: we’re hosting a blogger breakfast with this amazing digital influencer next week in Paris.  I love how she concisely incorporates the core tenants of her jet set lifestyle in a holistic lifestyle lens!

Alle Fister will be speaking at The Industry London's Social Media Masterclass on Wednesday 30 September from 3-5.30pm. The event takes place at the HQ of trend forecaster WGSN. Also on the bill are WGSN's senior editor special projects Sara McCorquodale, head of social media at The Independent Ellen Stewart and SoPost founder Jonathan Grubin. For more information click here.

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