The more physically distant we've become over the past few months, the more time we started spending on social media. After abandoning the streets and tuning into the digital world, maybe for the first time in history, we experienced first hand how much information & influence there is waiting for us on social media-daily. If the current shift to focus on digital presence inspired you to seek for your voice & look for ways to utilize social media to best benefit your agenda, this month’s#SHEROSTORY is made for you. My lovely guest this month is Julianne Fraser, founder of Dialogue NYC, a digital strategist who sees true value in social media relationships & influencer marketing. On that note, I'd like to invite you to learn more about Julianne's story, her thoughts on influencer marketing and ways it can be used to positively impact our lives.
Have you been able to stay motivated during these extraordinary times?
While these past few months have been an emotional rollercoaster, I’ve been forced to slow down and stay put and have discovered new passions, recalibrated my priorities and reconnected with loved ones as a result. This new-found pace has motivated me more than ever.
How would you describe your work and what you like the most about it?
I am a digital strategist and the Founder of Dialogue New York, a consultancy based in New York and Paris. My team and I help lay the foundation of influencer marketing for luxury and lifestyle brands. What I love most about my work is the opportunity to be creative, work with individuals who inspire me - whether clients, influencers or colleagues, and test out ideas that have never yet been tried.
What inspired you to launch Dialogue?
I started my career in hospitality eight years ago, managing social media marketing at Morgans Hotel Group. This was right around the time that Instagram had launched and I was fortunate to be able to test and try innovative concepts in this new field of marketing. As the importance of social media rapidly grew, my career catapulted and I moved from Morgans to Lacoste and eventually joined a startup incubator that specialized in growing early stage startups. Just over two years ago, I recognized the growing need for consultation in influencer marketing and decided to launch Dialogue.
How do you choose what brands and what influencers & creatives to work with?
I look for something special from brands who join our client roster, recognizing that in order to build a devout influencer community, creatives must believe in the brand’s product, company mission and aesthetic. Clients like Sakara Life, Brooklinen and Our Place all achieve this and we’ve been able to build a robust network of creatives who consistently support them as a result.
Over the past few years there have been more sustainable brands popping up than ever. Have you noticed a shift towards green actions with the companies you work with?
We have certainly seen a shift in awareness and emphasis on sustainable business practices from our clients. Our client, Amedee Paris for example, is a b-corp, committed to treating their employees, animals and the environment ethically and responsibly. In fact, they are one of the first fashion brands to incorporate blockchain technology into their production process in order to offer complete transparency.
You are on top of the latest trends in the industry. What advice would you give to someone thinking about starting a career in digital marketing & content creation?
Opportunities are endless in the digital space, whether you are a strategist or creative. My biggest advice for someone looking to start their career in digital marketing is to be patient and allow yourself time to test and learn. The majority of my knowledge has come from years of trial and error, testing and trying strategies that have led me to discover a proven system. Also, this industry is all about relationships, so be conscious to build your reputation as one that is high quality and reliable. A reputation takes years to build and can crumble in a split second.
What are the most common mistakes that influencers do?
So many influencers and their agents forget the importance of relationships. When building partnerships, recognize that both parties must benefit, so consider what steps can be taken to build trust in the long run. Also, the influencer marketplace is highly saturated and competitive, so as a creative you must prove what sets you apart. Always look to bring value to your community and be authentic to yourself- your audience (and brand partners) can tell when you are! Finally, know your stats, so many influencers request partnership fees without being able to offer concrete statistics around their audience and its engagement. If you are wanting to build your personal platform into a brand, you need to be professional and that starts with being able to bring valuable information to the negotiating table.
Last but not least. Paris or New York?
Hard to say! I love so much about both cities, but New York will always have my heart - it’s the city that made me.