fashion 2.0. exploring current social media trends from fashion business perspective
DESCRIPTION
With web 2.0 businesses are stepping into an era with better appreciation of the business (1), more effective marketing (2), stronger networking (3) and value creation (4), i.e new kind of business thinking. Here some thoughts gathered related to how the small and medium sized fashion businesses could start / improve their social media presence. The presentation has been created during a Baltic Sea Region -funded Baltic Fashion project, at the campus of Novia University of Applied Sciences.TRANSCRIPT
FASHION 2.0 Exploring current social media trends from fashion business perspec@ve
The agenda
① Why social media? ② Trends shaping our social environments ③ Social media pla;orms ④ How to get started? ⑤ SoMe liAerature …
① Why social media?
McKInsey Global Ins@tute (2012): The social economy: Unlocking value and produc@vity through social technologies
Whom do consumers trust?
IN OTHER WORDS… • As the main interest lies in the abiliFes of small and micro sized
enterprises to succeed in their businesses, the successful exploitaFon of social media results in beSer apprecia@on of the business (1), more effec@ve marke@ng (2), stronger networking (3) and value crea@on (4), i.e new kind of business thinking.
• As social media will change not only how individuals, but how organisaFons and socieFes are able to work and organise, understanding the interconnecFon between social media and innovaFon capaciFes (i.e. dynamism) is indispensable for any company.
Social media creates new opportuni@es for interac@on and learning across organisaFonal boundaries.
… 1) improves the compeFFveness, … 2) increases sales + 3) producFvity AND … 4) speeds up the internaFonalisaFon processes of the companies.
FROM FASHION BUSINESS PERSPECTIVE,
=
② Trends shaping our social
environments
ü DigitalisaFon and e-‐commerce (digital business models, interacFve retail, value creaFon)
ü Fashion related technological innovaFons (smart fabrics, wearable technology)
ü Mobility in form of pla;orms and locaFon based services
TECHNOLOGY BASED TRENDS
ü InteracFon and engagament (the power of communiFes, visualised contents, online audiences)
ü Long tail customers (i.e. PersonalisaFon)
ü Sustainability (meaningful objects, awareness)
HUMAN CENTERED TRENDS
NEW VALUES NEW FORMS OF WORKING
NEW MARKETS NEW INVOLVEMENT BY CUSTOMERS
= NEW WAY OF THINKING AND ACTING
③ Social media pla`orms
A personal blog sounds great, but is demanding Fme, energy, wriFng skills and loads of ideas to become followed.
INSTEAD, what might interest you, is
• gefng your products photographed to popular fashion blogs
• gefng people talk about your products in their blogs
= What maSers the most, is having a social media presence and good pictures of your products to be tagged.
B L O G G I N G
F A C E B O O K
ADDS CAMPAIGNS GENERAL INFO
YES
• Easy networking and communicaFon tool
• User popularity
• Free/Low Cost
• Increase in product visibility
• Pla;orm for instant customer/consumer engagement
• InformaFon immediacy and fast feedback
• Achieve high search engine rankings
F A C E B O O K
NO • Issues with the private and public spheres • Big potenFal audience, but lots of compe@@on in visibility • Young and lead user customers are not acFve in Facebook
# DifferenFate yourself o To be successful at Instagram, you need to do things in unexpected
ways, giving your followers experiences that they can´t find elsewhere.
# No words can tell … like pictures do … o Pictures of live situaFon, from back stage / the planning process etc. o Visualise your products in any situaFons you can imagine.
# A great tool for niche markets o Encourages sharing contents (= Give people reason to picture
themselves with your products and to share the pictures.) o Personalise your brand with emoFons aAached to the pictures. o Creates trust as people see YOU behind the brand.
# Contest, campaigns, (event) promoFons o What ever you can think of -‐ the only limitaFon is in your imaginaFon.
I N S T A G R A M
I N S T A G R A M
# Create original quality pictures o Express feelings o Visualise your products in situaFons people want to be related to o Link the pictures to your website / blog / etc. o Go to pinterst.com/popular and see what people like right the most
# Follow other people´s content to build up a network o Remember -‐ the more you follow, the more you will be followed o Follow your co-‐workers and ask them to follow you >> wider network o Follow people of your interest groups (potenFal customers and trend
seAers), not just ”anyone”
# Use pinboards to make product catalogues o Add prices, but make it with style, lefng the pictures speak for you o Emphasise visual communicaFons = make easy and aAracFve pins
# Keep your fans interested with offers & compeFFons
P I N T E R E S T
Product related feelings
Targeted marke@ng -‐ Belonging to a group -‐ or a community
Beau@ful pictures, aSrac@ve to people following trends P I N T E R E S T
④ How to get started?
Source: hSp://[email protected]‐cdn.com/wp-‐content/uploads/2013/03/Al@meter_Evolu@on_Social_Business_FINAL_030613.pdf
To start with ….
• Link your social media goals with your business strategy. It is not about what you can do – now – but what you WANT to do.
• Follow brands / designers / bloggers and lead user customers potenFally interested in your products and see, where they are and how they manage their social media presence.
• Explore different pla;orms and r e l a x. If you don´t like one pla;orm, go for another.
Want to avoid stress about making things right? • Use Fme in planning your social media presence.
Make an ac@on plan for 1-‐3 years.
• Learn from your own mistakes / your collegues / your own favorite social media personali@es. Remember – what works for some one else, might not work for you.
• Use tools like commun.it to manage several social media presences with one tool only.
• Enlargen your audience by networking!
some examples of social media management tools
sproutsocial.com
bufferapp.com
hootsuite.com
FREE
Source: hSp://[email protected]‐cdn.com/wp-‐content/uploads/2013/03/Al@meter_Evolu@on_Social_Business_FINAL_030613.pdf
SEEMS LIKE A BIG AND HARD JOB TO DO? No worries. The only way for success is learning by doing…
⑤ SoMe liSerature …
Interested in further reading?
THERE ARE PLENTY OF GOOD ARTICLES, BOOKS and WEBSITES. HERE JUST A FEW WITH RANDOM SELECTION:
+ these • Yuli Ziv (2013): Fashion 2.0: Season of Change: A Forecast of Digital
Trends Set to Disrupt the Fashion Industry, hAp://mashable.com/2010/10/21/fashion-‐digital-‐tools/
• FashionUnited (2013): Social media influences fashion purchases,hAp://www.fashionunited.co.uk/fashion-‐news/fashion/social-‐media-‐influences-‐fashion-‐purchases-‐2013080218182
• MaA Holloway (2013): 6 Cs of Successful Social Marke@ng, hAp://prezi.com/bq2blf6kdefn/6-‐cs-‐of-‐successful-‐social-‐markeFng/
• Charlene Li & Brian Solis (2013): The Evolu@on of Social Business, hAp://alFmetergroup.wpengine.netdna-‐cdn.com/wp-‐content/ uploads/2013/03/AlFmeter_EvoluFon_Social_Business_ FINAL_030613.pdf
Thank you!
Sanna Ketonen-Oksi A lifelong learner and explorer, currently interested in social media and it´s role in creaFng value and in remodeling innovaFon related B2B business models.
PhD-‐student at Tampere University of Technology.
@KetonenOksi