fashion social marketing eng
TRANSCRIPT
DataFashion
Fashion Social Marketing
Edoardo BolzaniPresident
January 2013
DataFashion
DataFashion delivers innovative technological solutions to the Fashion and Luxury industries.
DataFashion is Microsoft’s partner for the following solutions:• Dynamics Ax• Dynamics CRM
We have engaged in Web Marketing (Communication, CRM, e-Commerce,…) and now Social Web Marketing, to apply it to Fashion Social Marketing and help medium and large-sized Fashion businesses to take advantage of Web 3.0.
Social Media Marketing
DataFashion has always paid great attention to what happens in Fashion and could not have neglected the ‘Social’ world, which is nowadays of paramount importance for:
1. Increasing Brand Awareness = a marketing concept that measures how much the brand is known by Social (potential) Customers
2. Generating more traffic on the corporate web site and/or e-Commerce through Social Lead Generation
3. Keeping in touch with Fans, Influencers and Social Customers and delivering a better Customer Service
Social Media Marketing
Social Media Marketing is aimed at generating visibility on Social Media (Facebook, Twitter, …), virtual communities and aggregators 2.0.
The word commonly identifies the management of integrated communication on all the different platforms that are made available by Web 2.0 (social networking sites, photos, videos and slides sharing, communities 2.0, Wiki, etc.).
Social Media Marketing
The characteristic of these platforms is that they are not owned by the company (or person) that establishes the relationships.
The goal of Social Media Marketing is starting conversations with users and/or consumers. Through corporate blog or social networks, the company can engage in one-on-one relationship that bring the brand closer to its public.
Fashion businesses should work to make this connection particularly ‘tight’!
Scenario
Socialbakers has analyzed the issue of fashion and social network and the performances of the best brands.
Top 10 on Facebook
In Italy
The brand that were examined were Gucci, Fendi, Versace, LiuJo, Dolce&Gabbana, and Prada.
Among these, the brand with the greater number of fan onFacebook is Gucci with 9,485,705 fans [at the moment of the analysis] and the greatest increase [+8% = +710.179 fan from August, 1 to October, 31 2012].The greatest percentage rise was achieved by Liu Jo, with fans up by 29% [+86.260 fans] between September 19 and 20, when the company announced that the top model Kate Moss would attend the opening of the new store in Milan’s city center.
In Italy
In Italy
The contents that drove grater engagement were:
- Liu Jo: image of an evening gown [3343 like, 106 comments, 376 actions]- Dolce&Gabbana: photo album with stars wearing D&G’s outfits [25.708 like, 316 comments, 1.696 actions]- Fendi: photo album with stars wearing Fendi’s outfits [22.051 like, 420 comments, 943 actions]- Versace: photo of a new wrist watch [10.036 like, 340 comments, 1.192 actions]
In Italy
In Italy
This shows that the most appealing content is still represented by images.
Unfortunately, brands’ response rate is still poor: the sector’s standard is 65% [out of 111 comments by fans, only 66 received a reply].
Such response rate is dramatically slow and needs significant improvement. However, at least two brands are replying to their fans!!!
DataFashion
DataFashion and its Social Media Partners can help you
