AudienceShift

Tavi Gevinson

audienceshift — Sat, 02 Jan 2010 08:12:22 +0000

Tavi Gevison is 13 years old. She’s also one of the most well known American fashion bloggers. Tavi started her blog “Style Rookie” at the age of eleven of which not even her parents knew until she asked for their permission to appear in an issue of a New York Times magazine story. Her blog (which initially was assumed to be a fake created by fashion insiders) features analysis of magazines as well as photographs of her own daily outfits, quickly grew to an audience of over 50,000 readers.

Being now recognized as a personality in the world of fashion, Tavi has been pictured in the front row of fashion shows with famous designers, editors and celebrities seated behind her. She has partnered wtih the London based Borders&Frontiers to design and sell her own t-shirt has been a consistent promoted of the award winning fashion label Rodarte.

Dave Carroll

audienceshift — Fri, 01 Jan 2010 08:12:55 +0000

Dave Carroll is a musician who likes to play his guitar. United Airlines broke his $3,500 Taylor guitar in a baggage handling accident. After the rocker’s failed attempts of having United Airlines reimburse him for the Guitar they broke, Dave decided to make a song about United Airlines’ failed attempt of a) properly handling the guitar and b) responding to his customer service requests. The song “United Breaks Guitars” has been viewed over 2.5 million times on YouTube and received widespread international media attention – both online and offline. Dave Carroll now receives thousands of daily visitors to his website (up from 40-50 per day) and his album sales increased from a few per day to probably hundreds. Other airlines have offered free trips and Bob Taylor of Taylor Guitars even offered up a couple of guitars to use for hiss future music endeavors.

United Airlines finally offered to pay the $1200 to repair his guitar. But believe it or not, they broke another one of his guitars and his songs just keep on coming.

United Breaks Guitars #1

United Breaks Guitars #2

Gary Vaynerchuk

audienceshift — Thu, 31 Dec 2009 21:18:53 +0000

Gary Vaynerchuk sells wine. An immigrant from Belarus, Gary took over his dad’s New Jersey wine store. In the 90s he began selling wine via the store’s website winelibrary.com. At some point, Gary saw an opportunity to leverage social media to promote his wine business. Not being the world’s best writer, he started a video blog about wine which he called Wine Library TV.
Every day, Gary filmed himself with consumer video equipment to talk about wine. Unlike some of the business’ old school aficionados, Gary used plain language in describing the wines tasted during his show.

Gary’s informal style (described as unpretentious, gonzo approach to wine appreciation) in addition to leveraging his heavy use of both Twitter and Facebook helped grow his daily audience to 80,000+ people. Vaynerchuk often refers of his followers as both “Vaynicacs” and “Vayner Nation.”

Despite criticism from the more conservative wine purist audience, Gary was commemorated via the inclusion in the 2009 Decanter Power List, an index of the 50 most influential figures in the wine industry.

Vaynerchuk recognized the opportunity to begin promoting his business success which helped him earn the label of the “Social Media Sommelier.” Thanks to numerous national TV appearances, mentions in the Wall Street Journal, New York Times and BusinessWeek and a number of high profile speaking engagements, Gary was able to secure a seven-figure book deal with Harper Studio.

In 2009, Gary was named #18 on Askmen.com’s Top 49 Most Influential Men list and published his first book “CrushIt” which quickly became a New York Times Bestseller.

Gary at Web 2.0 Expo – Building Personal Brand within the Social Media Landscape

AudienceShift

Tavi Gevinson

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Dave Carroll

United Breaks Guitars #1

United Breaks Guitars #2

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Gary Vaynerchuk

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