testimonianza di wommi al mafed - bocconi

WOMMI @ MAFED:

Buzz Marketing and Online Communities

Andrea Febbraio

CEO PromoDigital-Wikio Group

WOMMI Boardmember

Daniele Federico

Social media specialist

WOMMI Coordinator

Word-of-mouth is one of the oldest and most effective ways to communicate. Surprisingly it is only recently that more studies and commercial use this wonderful approach.

WOMMI is the leading Italian association gathering together communication researchers and marketing professionals.

WOMMI provides an open discussion board and an ethical guide managing community and conversation on behalf of a brand, an organization or a non profit institution.

2004 WOMMA was launched

Early 2009 WOMJP was born

Sep. 2009 WOMMI was born

2010 becomes

The leading WOM association

The history of WOM associations

Facebook

Orkut

QQ / Qzone

V Kontakte

Do you tweet?

Are you on ?

Are you looking for a job in

LinkedIn?

Any of you still useMySpace?

Have you ever

posted a pic on Flickr?

Owned, Paid and Earned media

Source: Forrester Research, Inc.

P.R., adv, sponsored conversation

Source: Forrester Research, Inc.

R.O.I.

What’s that???

“A central mission of WOMMA is to create an environment of trust between consumers and marketers.” – womma.org

Honesty of Relationship: openess about the relationship between consumers, advocates and marketers

Honesty of Opinion: never tell consumers what to say

Honesty of Identity: disclosure of identity

R.O.I.

AGAINST DECEPTIVE PRACTICES

The Guides become effective Dec. 1, and while they are not laws, they explain how to avoid an investigation by the FTC for deceptive advertising.

Key areas of the FTC Guide

1. Overall impression2. Typical results in testimonials3. Disclosure policies4. Blogger relations5. Celebrity endorsements6. Expert testimonials

“Influencers are diverse”

PEER INFLUENCE PYRAMID

Social broadcaster

Mass influencer(16%)

Potential influencer (80%)

few in number great in scale

80% impression

Sharing info

Tot. social influencer

Source: Augie Ray - Forrester

Let’s have a look at some fashion social media case history

109 Blogs121 345 Views

CTR 3%

Objective: • Spread buzz for the

new T-shirt

Strategy: • Top “style” bloggers

vs product seeding• Video Seeding:

100.000 views guaranteded in 4 weeks.

Outcome:• 1 more than 100 post

related to the T-shirt• more than 100.000

views on YouTube gaining HP and severals honours

Objective: • spread awarness for

the new product;• trig positive buzz into

the target.

Strategy: • 20 Buzzkit to the

most followed female fashion bloggers

Outcome:• 22 blog posts;• 50 comments;• 2.390.473 views.

Objective: • creat social buzz

around eBay.fr;• provide a positive

long term word-of-mouth.

Strategy: • a challenge among

female bloggers in target categories (fashion & style)

Outcome:• 7 influent bloggers;

E-shopping and Social media

StyleFeeder is a “personal shopping engine”

“Never shop alone”

Celebrities and testimonials have their

own StyleFeed badge

Mary Kate and Ashley Olsen

Amanda Congdon(ABC video

blogger )

Dylan and Cole Sprouse

Widgets that display user’s StyleFeed

In January 2010 StyleFeeder was acquired by Time Inc.

Yoox Top 10 Facebook game

E-shopping and Social media

…if you don’t know what to wear visit:

Help fund and shape a collection

4 WAYS TO ENGAGE:

Become aBuyer

Become aFunder

ProvideFeedback

Become aVIP

“The chance to be part of an innovative concept during the most exciting weeks in the industry. Customers can actually pre-order items that they see on the runway. It’s a first for us, and it seems like the industry is moving in this direction as the fashion life cycle comes under more and more pressure” - Chris Kunz, president of Nicholas K

Geolocation and word-of-mouthJimmy Choo Trainers Hunt

“Catch a Choo!”

STYLISH TRAINER JIMMY CHOO

GEOLOCATION FEATURES

BUZZ ON THE INTERNET

Get a pair of new stylish

trainers!!!

Asos

Selfr

idges

Westf

ield

Harrods

House of F

raser

Levi'

s

Topshop

French

Connection

H&M

Allsain

ts

Louis V

uitton

Burberry

Jimmy C

hoo

Diane Von Fu

rstenberg

Dolce &

Gabban

a

Stella

Mcca

rtney

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VideoTwiterMainstreamBlogForum PostsForum RepliesWebsiteAggregator

Fashion UK Social Media Landscape Audit

90:10 Group

Thank you

If you need anything LEMME KNOW!

WOMMI Lab (keep the conversation going!)

a.febbraio@wommi.it

daniele.federico@gmail.com

twitter.com/wommitalia

Skype: wommitalia

And yes, we are on Facebook, YouTube, Slideshare (to see this presentation), et alia...