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