[Music]
so hi everyone I’m miss Mina and I’m the
fashion and lifestyle blogger since 2012
and here I am in front of you giving a
TED talk I mean that’s crazy
for I would never have imagined that I
wouldn’t be one day here in front of you
giving that talk I’ve watched a lot of
TED talks on YouTube and I mean that’s
crazy to be here you know when I’m at a
party or at a dinner I often get asked
what do you do for a living and then I
answer I’m a blogger I’m an influencer
and I got kind of strange reactions
people would look at me and say oh
that’s great
and certainly think that must be another
trendy job that won’t last or something
like that and on the contrary I have so
many other people that would be very
fascinated by that and would keep asking
questions like how do you do this how do
you do that how such-and-such work do
you get paid and the question I get the
most is how do you get followers and I
have to say I get that a lot so one day
I decided to ask myself yes how
management and business students who
loved fashion has gathered a tribe of
more than a hundred thousand people how
does it happen and most of all how I
made a living out of it I mean that’s
crazy when you think about it so maybe
I’m gonna share with you an Anna that
comes at the root of my introspection
so back then when I used to live in
Paris and I was a student I went to a
Black Eyed Peas concert with my dad
and we it was at the stud of house and
we were there waiting for the band to
start singing and it was so crowded a
lot of people were there and eagerly
waiting for the band to begin to sink so
they were screaming the love and for the
music for the band and it felt really
strong so I was like completely
overwhelmed and I was feeling something
special so I remember when I got back
home I really wanted to know how many
people were there
what was the attendance of that stud the
Falls because the emotion was on another
level so when I got back home I clearly
remember myself googling it stud the
halls full capacity and the answer was
something like eighty one thousand three
hundred and thirty-eight seats I was
kind of astonished by all those people
gathered together to celebrate music
when it hit me lately that today I kind
of have my own stud the house and a
little bit more with me every day it
kind of was a complete shock and I was
incomplete oh so I was like seriously is
this happening so it’s important I think
to ask ourself what is a tribe a tribe
is a group of people sharing common
interests and common belief holding
common belief in something how did this
happen and most of all what did I what
have I done to make this happen I truly
think that like in every relationship
everything starts with trust you cannot
add there to someone’s ideas or belief
if you don’t trust him or her so it’s
really really important to always remain
transparent with your audience and
involve them in what you do
time and constancy would be the second
ingredients if you want to build a
strong relationship with your audience
and your tribe you must remain digitally
active and not disappear for too long
and then you have contents and
creativity that to me are two other
focal points I mean what you share with
your unguent audience what you propose
to them on an everyday basis will make
them not only follow you but also
support you and be loyal all along
because don’t get me wrong the hardest
thing is not to build a community is
really to make it grow and to propose
everyday creative and and original ideas
and project that will be valued by your
tribe it’s really important interesting
and listening are also really important
every day I learned from my community it
teaches me lessons so it’s really really
important too and today every one of my
followers is part of the adventure
then maybe have two of my favorite
ingredients that’s why I put them at the
end I think it must be two main
ingredients that come hand-in-hand like
salt and pepper it would be instinct and
risk-taking
I think that does not apply just to
blogging because I truly think that you
succeed in what you do no matter in what
field that is you should always trust
your instinct you should push your
boundaries and challenge yourself on an
everyday basis and most of all you have
to I think create your own chances and
be kind of a master of your destiny
and last but certainly not least would
be ethics
because you all know that nowadays
international cabinets like KPMG would
make very serious studies and tools to
help companies reach those tribes
because those tribes represent very
valuable targets and very valuable
consumers to them so there is a big
debate going on about bloggers and
influencers integrity are they paid by
brands just to promote their goods or
maybe they’re just here to influence
people’s choice of consumption without
really loving the product or the brand
itself I get asked these questions a lot
and I would say they’re very legitimate
because today as every other day I am
responsible for my tribe and I am
responsible for my content that’s why I
choose my collaboration very wisely my
Community Trust is me and I am here
obviously today because of this very
community and I try to always keep that
in mind when I make a strategic a
business or even a photographic choice
it’s really important to me I would
never recommend a product that I don’t
consume myself or which betrays the very
essence of what I believe in the
relationship between bloggers and brands
is really multiple yet infinite and we
we can ask ourself who are those
bloggers who are those influencers
they’re just normal people regular
consumer that one day started to share
their opinion they views what they love
what they don’t love what they’re
passionate about with other people and
also share their creativity so in my
heart of hearts I think that this is
something purely beautiful there’s
something beautiful about it I mean when
you see like a big fashion brand like a
house like Chanel orderer that offer
front row seats
to those influencers to those normal
people and they’re sitting right next to
I don’t know editor-in-chief’s rock
stars I so can us once if so I even got
a selfie when here was my legs so that
was kind of nice when you see this I
mean you truly have to contemplate how
their role have become important in
today’s society and that’s really really
important I think it that indicates
something new when you see that a brand
like L’Oreal hires an influencer as her
new face that that this girl was I think
from Geneva and she just started her
blog from nothing from scratch and that
today she’s the face of one major beauty
brand worldwide that’s crazy and that’s
kind of making the impossible possible
so that’s kind of really empowering I
would say it’s even kind of a revolution
is more of a bottom-up logic than a
bottom like it used to be and that’s
what is blogging to me it is really
expressing your creativity
it’s reinventing yourself it’s growing
with your community and creating
possibilities and above all it’s making
the impossible possible for yourself but
for anyone out there who tries to make
his first step in this beautiful digital
world thank you
[Applause]
so hi everyone I’m miss Mina and I’m the
fashion and lifestyle blogger since 2012
and here I am in front of you giving a
TED talk I mean that’s crazy
for I would never have imagined that I
wouldn’t be one day here in front of you
giving that talk I’ve watched a lot of
TED talks on YouTube and I mean that’s
crazy to be here you know when I’m at a
party or at a dinner I often get asked
what do you do for a living and then I
answer I’m a blogger I’m an influencer
and I got kind of strange reactions
people would look at me and say oh
that’s great
and certainly think that must be another
trendy job that won’t last or something
like that and on the contrary I have so
many other people that would be very
fascinated by that and would keep asking
questions like how do you do this how do
you do that how such-and-such work do
you get paid and the question I get the
most is how do you get followers and I
have to say I get that a lot so one day
I decided to ask myself yes how
management and business students who
loved fashion has gathered a tribe of
more than a hundred thousand people how
does it happen and most of all how I
made a living out of it I mean that’s
crazy when you think about it so maybe
I’m gonna share with you an Anna that
comes at the root of my introspection
so back then when I used to live in
Paris and I was a student I went to a
Black Eyed Peas concert with my dad
and we it was at the stud of house and
we were there waiting for the band to
start singing and it was so crowded a
lot of people were there and eagerly
waiting for the band to begin to sink so
they were screaming the love and for the
music for the band and it felt really
strong so I was like completely
overwhelmed and I was feeling something
special so I remember when I got back
home I really wanted to know how many
people were there
what was the attendance of that stud the
Falls because the emotion was on another
level so when I got back home I clearly
remember myself googling it stud the
halls full capacity and the answer was
something like eighty one thousand three
hundred and thirty-eight seats I was
kind of astonished by all those people
gathered together to celebrate music
when it hit me lately that today I kind
of have my own stud the house and a
little bit more with me every day it
kind of was a complete shock and I was
incomplete oh so I was like seriously is
this happening so it’s important I think
to ask ourself what is a tribe a tribe
is a group of people sharing common
interests and common belief holding
common belief in something how did this
happen and most of all what did I what
have I done to make this happen I truly
think that like in every relationship
everything starts with trust you cannot
add there to someone’s ideas or belief
if you don’t trust him or her so it’s
really really important to always remain
transparent with your audience and
involve them in what you do
time and constancy would be the second
ingredients if you want to build a
strong relationship with your audience
and your tribe you must remain digitally
active and not disappear for too long
and then you have contents and
creativity that to me are two other
focal points I mean what you share with
your unguent audience what you propose
to them on an everyday basis will make
them not only follow you but also
support you and be loyal all along
because don’t get me wrong the hardest
thing is not to build a community is
really to make it grow and to propose
everyday creative and and original ideas
and project that will be valued by your
tribe it’s really important interesting
and listening are also really important
every day I learned from my community it
teaches me lessons so it’s really really
important too and today every one of my
followers is part of the adventure
then maybe have two of my favorite
ingredients that’s why I put them at the
end I think it must be two main
ingredients that come hand-in-hand like
salt and pepper it would be instinct and
risk-taking
I think that does not apply just to
blogging because I truly think that you
succeed in what you do no matter in what
field that is you should always trust
your instinct you should push your
boundaries and challenge yourself on an
everyday basis and most of all you have
to I think create your own chances and
be kind of a master of your destiny
and last but certainly not least would
be ethics
because you all know that nowadays
international cabinets like KPMG would
make very serious studies and tools to
help companies reach those tribes
because those tribes represent very
valuable targets and very valuable
consumers to them so there is a big
debate going on about bloggers and
influencers integrity are they paid by
brands just to promote their goods or
maybe they’re just here to influence
people’s choice of consumption without
really loving the product or the brand
itself I get asked these questions a lot
and I would say they’re very legitimate
because today as every other day I am
responsible for my tribe and I am
responsible for my content that’s why I
choose my collaboration very wisely my
Community Trust is me and I am here
obviously today because of this very
community and I try to always keep that
in mind when I make a strategic a
business or even a photographic choice
it’s really important to me I would
never recommend a product that I don’t
consume myself or which betrays the very
essence of what I believe in the
relationship between bloggers and brands
is really multiple yet infinite and we
we can ask ourself who are those
bloggers who are those influencers
they’re just normal people regular
consumer that one day started to share
their opinion they views what they love
what they don’t love what they’re
passionate about with other people and
also share their creativity so in my
heart of hearts I think that this is
something purely beautiful there’s
something beautiful about it I mean when
you see like a big fashion brand like a
house like Chanel orderer that offer
front row seats
to those influencers to those normal
people and they’re sitting right next to
I don’t know editor-in-chief’s rock
stars I so can us once if so I even got
a selfie when here was my legs so that
was kind of nice when you see this I
mean you truly have to contemplate how
their role have become important in
today’s society and that’s really really
important I think it that indicates
something new when you see that a brand
like L’Oreal hires an influencer as her
new face that that this girl was I think
from Geneva and she just started her
blog from nothing from scratch and that
today she’s the face of one major beauty
brand worldwide that’s crazy and that’s
kind of making the impossible possible
so that’s kind of really empowering I
would say it’s even kind of a revolution
is more of a bottom-up logic than a
bottom like it used to be and that’s
what is blogging to me it is really
expressing your creativity
it’s reinventing yourself it’s growing
with your community and creating
possibilities and above all it’s making
the impossible possible for yourself but
for anyone out there who tries to make
his first step in this beautiful digital
world thank you
[Applause]
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