fashion co-creation case history

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Fashion & Social Media Co-creation © 90:10 Group - CONFIDENZIALE - @womarketing

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Diverse Case History e analisi di brand fashion nel mondo dei social media. Come possiamo co-creare in nostro brand, la nostra reputazione con gli utenti?

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Page 1: Fashion Co-creation Case History

Fashion & Social MediaCo-creation

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 2: Fashion Co-creation Case History

Il mondo della moda è sempre più co-creato con gli utenti e per gli utenti

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 3: Fashion Co-creation Case History

I contenuti provengono allo stesso tempo dal brand e da parti indipendenti, come blogger, celebrità, ambassadors, o utenti in generale. La “co-creatione” è un processo che influenza i contenuti generati dalbrand attraverso le conversazioni che provengono dagruppi o individui. Attraverso questa prospettiva le parti esterne possono offrire un livello di autenticità e “valiazione” che la marca sola non saprebbeapportare.

© 90:10 Group - CONFIDENZIALE -@womarketing

Via Fashioncollective.com

Page 4: Fashion Co-creation Case History

INSIGHTAscolto delle conversazioni e gestione degli insight ai fini dell’innovazione

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 5: Fashion Co-creation Case History

INSIGHTAscolto delle conversazioni e gestione degli insight ai fini dell’innovazione

OFFICIAL ENGAGEMENTAlto livello di controllo; il brand decide la partnership con un uno o più

influencer

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 6: Fashion Co-creation Case History

INSIGHTAscolto delle conversazioni e gestione degli insight ai fini dell’innovazione

OFFICIAL ENGAGEMENTAlto livello di controllo; il brand decide la partnership con un uno o più

influencer

STRUCTURED OUTREACHGli utenti possono partecipare ma il brand ha l’ultima parola o mantiene il

cotrollo sull’iniziativa via delle guidelines

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 7: Fashion Co-creation Case History

INSIGHTAscolto delle conversazioni e gestione degli insight ai fini dell’innovazione

OFFICIAL ENGAGEMENTAlto livello di controllo; il brand decide la partnership con un uno o più

influencer

STRUCTURED OUTREACHGli utenti possono partecipare ma il brand ha l’ultima parola o mantiene il

cotrollo sull’iniziativa via delle guidelines

FULL TRASPARENCYBasso controllo: il brand produce contenuti con i consumatori. Questi possono

commentare liberamente

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 8: Fashion Co-creation Case History

Case | Insight

"The comments from my customers have shaped the way I design my headbands, and even the way I've set prices," she says. "I have lowered and raised my prices based on customer feedback.“

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 9: Fashion Co-creation Case History

Case | Officially Engagement

Involve officially blogger and urban influencers

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 10: Fashion Co-creation Case History

Case | Structured Outreach

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 11: Fashion Co-creation Case History

Case | Full Trasparency | Burberry – The Art Of Trench

Problematica:

Burberry un brand con un ottima reputazione è tuttavia visto sempre di più come un’azienda che ha fatto la storia della moda, ma non proiettata nelfuturo.

Idea:Far trasparire la capacità della marca di essere allostesso tempo vntage e proiettata nel futuro. Creare un “documentario vivente” di come le persone vestonoBurberry nella vita quotidiana.

Outreach:Fotografi professionisti, blogger rispettati (The sartorialist), utenti, consumatori.

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 12: Fashion Co-creation Case History

Case | Burberry – The Art Of Trench | Risultati

Risultati:

La campagna ha dato la possibilità al brand non solo di creare un esperienza digitale avvicinando cosìanche il mondo dei giovani, ma soprattutto una tatticache gli consente oggi di portare avanti una strategia a lungo termine e di tipo conversazionale.

7 Mil visitors

It is now a brand that may represent tradition and vintage British styling

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 13: Fashion Co-creation Case History

•Lots of RT’s and @replies and Tweet Pics• Very conversational•Asking questions to users not just broadcasting info• Although no team members mentioned

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 14: Fashion Co-creation Case History

•Stella McCartney whilst with the most prolific tweets per day 5.2 most were filling noise and wouldn’t inspire conversation• Good use of Tweet Pic, the occasional RT•But it is Listed once again with them having the 2nd highest number

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 15: Fashion Co-creation Case History

Levi Guy

•A grad interested in social media.•Good use of #hashtags, @replies and RTs but relatively low following and poor reach• Much better as an exclusive brand / team effort

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 16: Fashion Co-creation Case History

•H&M’s Facebook Page is more for customer service•So it had the highest number of posts but most were comments in response to others comments

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 17: Fashion Co-creation Case History

• Loads of Rich media in stream, that gets shared /’Liked’ a lot• Live Facebook Streaming Events• Good link through and up with other environments

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 18: Fashion Co-creation Case History

Levis UK

• More lifestyle focused (music)

• 1-in-3 music related

• Raw video files dumped on Facebook (no sharable maybe -rights related)

• Low number of comments although high number of Likes

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 19: Fashion Co-creation Case History

A lot of brand are working for Digital PR and communication campaigns with awareness and

marketing objectives

Looks amazing !!!

But do they working for long term marketing relationship and business purposes?

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 20: Fashion Co-creation Case History

This is enouth?

Buzz = Influence?

Good reach not means good engagement!

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 21: Fashion Co-creation Case History

Social Media Audit

Data Audit Operations Audit Asset Audit

Website Audit

Content Audit

Social Profiles Audit

Crisis Management Audit

Sales / Acquisitions Audit

Customer Services Audit

Advocate Engagement Audit

Data Archive Audit

Data Gap Analysis

Data ROI Audit

Data Source Analysis

Data Reporting Standardisation Improved Data ROI Improved Data Flow Improved Customer Insights Improved Market Insights

Engagement Guidelines Escalation protocol Improved Customer SatisfactionMore efficient response management Departmental and supplier alignment

Unified / Converged Presence Improved User Experience Improved Platform Effectiveness Reduced post campaign waste Greater ROI on Media Spend

Official Communities Audit

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 22: Fashion Co-creation Case History

High reach

Low reach

Low engagement

Highengagement

© 90:10 Group - CONFIDENZIALE -@womarketing

Page 23: Fashion Co-creation Case History

Andrea ColaianniSocial Media Consultant 90:10 France e Italia

[email protected]@ninety10group & @womarketing

THANKS