fashion co-creation case history
DESCRIPTION
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?TRANSCRIPT
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Fashion & Social MediaCo-creation
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Il mondo della moda è sempre più co-creato con gli utenti e per gli utenti
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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.
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Via Fashioncollective.com
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INSIGHTAscolto delle conversazioni e gestione degli insight ai fini dell’innovazione
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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
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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
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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
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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.“
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Case | Officially Engagement
Involve officially blogger and urban influencers
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Case | Structured Outreach
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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.
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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
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•Lots of RT’s and @replies and Tweet Pics• Very conversational•Asking questions to users not just broadcasting info• Although no team members mentioned
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•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
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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
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•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
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• Loads of Rich media in stream, that gets shared /’Liked’ a lot• Live Facebook Streaming Events• Good link through and up with other environments
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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
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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?
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This is enouth?
Buzz = Influence?
Good reach not means good engagement!
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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
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High reach
Low reach
Low engagement
Highengagement
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Andrea ColaianniSocial Media Consultant 90:10 France e Italia
[email protected]@ninety10group & @womarketing
THANKS