testimonianza di wommi al mafed - bocconi
DESCRIPTION
An overview on social media landascape, focussing on WOM associations, ethical code and the guidelines to avoid an investigation for deceptive adv. The second part collect a bunch of fashion campaign in Social media.TRANSCRIPT
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WOMMI @ MAFED:
Buzz Marketing and Online Communities
Andrea Febbraio
CEO PromoDigital-Wikio Group
WOMMI Boardmember
Daniele Federico
Social media specialist
WOMMI Coordinator
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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.
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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
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Orkut
QQ / Qzone
V Kontakte
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Do you tweet?
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Are you on ?
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Are you looking for a job in
LinkedIn?
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Any of you still useMySpace?
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Have you ever
posted a pic on Flickr?
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Owned, Paid and Earned media
Source: Forrester Research, Inc.
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P.R., adv, sponsored conversation
Source: Forrester Research, Inc.
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R.O.I.
What’s that???
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“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.
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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
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“Influencers are diverse”
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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
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Let’s have a look at some fashion social media case history
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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
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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.
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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;
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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.
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Yoox Top 10 Facebook game
E-shopping and Social media
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…if you don’t know what to wear visit:
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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
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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!!!
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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
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
VideoTwiterMainstreamBlogForum PostsForum RepliesWebsiteAggregator
Fashion UK Social Media Landscape Audit
90:10 Group
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Thank you
If you need anything LEMME KNOW!
WOMMI Lab (keep the conversation going!)
twitter.com/wommitalia
Skype: wommitalia
And yes, we are on Facebook, YouTube, Slideshare (to see this presentation), et alia...