How to build a Social Media Strategy for fashion startup
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Transcript of How to build a Social Media Strategy for fashion startup
Head of TIM #wcap Milan
Accelerator
Passionate about startup,
Social Media and digital
Marketing
Globe Trotter
I’ve been always
fascinated by public
speaking…
1988
Agenda
Why?
How?
Actions
Digital Reputation Plan
Back up
Startup Case History
Why?
So
cia
l Me
dia
Stra
teg
y
The Social Media Strategy might help you in reaching
some several key goals:
Improve your business
Improve your brand awareness
Create a community around your brand
Test your customer target
Create and implement your influence
How?
The Social Media Strategy is a
digital communication plan
that, according to the overall
company’s Strategy, puts in
place several actions on
Social Media, with the aim to
reach different goals.
The audience
Starting a Social Media strategy means, first of all, building an audience. You should be “sexy”, engaging
your audience, creating value and activating the word
of mouth.
Try to ask to these questions:
Who are talking too?
Where are they?
What they like to talking about?
Being on Social Media is, more or less, like being in a market.
There are so many people you can get on with. Too many. Too different. You
need to know them, building a good relationship and attract them.
Action plan
Define content calendar Communities’Analysis
Set up Community management and Social Care process
Put in place actions that help you in engaging your audience: - Special projects
- Contests - Digital PR - Fidelization
Social Data
Analysis
Social CRM
Social Commerce
Build the
community Consolidation
Social data analysis
& conversion
Where should you start?
The paradox of choice
Too many contents available
Too many Social Media
A lot of confusion
Frustration (both social media strategists & users side)
The right social media marketing mix
(1/1)
Define your goals
Define your social media marketing mix
Less is more (less social but more useful)
The Social Media Marketing Mix (2/2)
Actions
1. Let go
Social Media are not your website or
your corporate blog, you are simply a guest, and like a guest, you should let
your fan/followers go.
Do not try to control conversation
Do not try to spread every message you can by advertising – remember, you are a simply guest
Turn your brand in a
Conversational brand
2. Listen more than talk
be a active player in the discussion going on the social media space
Do not make judges, you are at the same others level
Listen to the conversation and plan your marketing content strategy based on what users like most
Humanize your brand. Act more
like human beings
“Acting like a good party guest –
we bring something to the table- and we listen more than talk. It also means not bringing
campaigns from other channels verbatim to a platform that’s all
about conversation.”
Geoff Cottrill, CMO Converse
3. Make your follower special
Try to ask to the question:
Why users shall follow me?
Which is the value my audience will perceive?
How can I astonish them?
How can I attract them?
You don’t need a lot of budget. You just to let your users
understand they are special
TIM YOUNG MILAN FASHION WEEK CONTEST
TIM promoted the under 30 offer TIM YOUNG, during the Milan Fashion Week.
The contest didn’t directly promote the offer, but stimulated users creativity.
How?
Giving the possibility to fashionaholic users to show their passion, through creativity.
Giving them an inastimable prize: live for one day the Milan Fashion Week like a queen, making an experience you can’t absolutely buy.
4.Create a Social Media Experience
Build an overall uniform content strategy, just adopting your communication strategies to each platforms’rules
Provide high quality visual content
Promote social media purchase facilities
Tell a story around your brand
Be attractive and original
Content is King
BURBERRY
Burberry has based its Social Media Strategy providing a unforgivable Social Media experience to users.
• high quality visual content;
• Live - stream from the Catwalk;
• Providing exclusive content: During London Fashion Week users received official collection pictures just twitting with the hashtag #tweetcam;
• Member Get Member: it invited Twitter users to nominate a friend to receive a free Burberry Kisses lipstick and captured the attention of Burberry fans and makeup lovers alike.
5. Analyze
Google Alert
https://www.google.it/alerts
HootSuite
https://hootsuite.com/
Monitoring
Posting
Statistic & Exports
Monitoring campaign success
Radian6 http://www.exacttarget.com/products/social-media-marketing/radian6
Monitoring
Alerting
Posting & Community management
Social CRM
Mention
Mention.com
Monitoring
Alerting
Posting
Statistic & Exports
Competitive scenario
TalkWalker
talkwalker.com
Visual Social Listening
Monitoring
Get insights
Statistic & Exports
Competitive scenario
Buffer App
https://buffer.com
Content Management
Analytics
Post Sheduling
TweetChup
http://tweetchup.com/
Content Management tool
Monitoring:
Connections;
Mentions;
Key words
Free Tool!
Digital Reputation Plan
The power of digital PR
As you choose to be actively in the network by showing respect and trusting your customers, your brand will benefit via strong advocacy having a huge number of ambassadors
How to?
Mapping
Who your ambassadors are?
Who your key influencers are?
E
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V
O
L
V
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EVENTS
CONVERSATION
ALPHA/BETA TESTING
TESTING
GUEST POSTING
FREE TRIAL
PRODUCT PLACEMENT
CO-CREATION
USER GENERATED CONTENT
Be honest, be human. Trust on them. Do not pay for opinions
Exercize: The Kevin Bacon oracle
https://oracleofbacon.org/
Think to your three favourite actors
Insert the name in the form…
Look at the results…
Six degrees of separation is the theory that everyone and
everything is six or fewer steps away.
Social Media!
In 2011, researchers at Cornell, the University of
Milan and Facebook computed the average
across the 721 million people using the site then,
and found that it was 3.74 [4,5].
Estimated average degrees of separation
between all people on Facebook. The average person is connected to every other person by an
average of 3.57 steps. The majority of people
have an average between 3 and 4 steps
“I read somewhere that everybody on this planet is separated by only six other people. Six degrees of separation. Between us and everybody else on this planet. The president of the United States. A gondolier in Venice. Fill in the names. . . . How every person is a new door, opening up into other worlds. Six degrees of separation between me and everyone else on this planet. But to find the right six people . . .” - John Guare, Six Degrees of Separation(1990)
Source: research at Facebook
And what about you?
https://research.facebook.com/blog/three-and-a-half-degrees-of-
separation/?__mref=message_bubble&pnref=story.unseen-section
Top Global Influencers (Instagram)
Source: http://jcp.im/2016/01/28/il-fashion-sui-social-nel-2016-la-classifica-di-brand-ed-influencer/
Top Global Influencers (Facebook)
Source: http://jcp.im/2016/01/28/il-fashion-sui-social-nel-2016-la-classifica-di-brand-ed-influencer/
Why do I use a brand ambassador?
Ambassadors humanize your brand and your product
You can easily engage new communities in target
Increase the word of mouth
Improve loyalty
Trust
People pay more attention to friends’suggestion >>> drive to you more customer
THE COCA COLA
COMPANY
Awareness is fine but
advocacy will take your
business to the next level
Joe Tripodi, Chief Marketing
Officer The Coca Cola
Company
I like what you like!
Case History
Back up
If you are not convinced yet…
Every person from every part of the world, from schoolgirls to successful business women, has a favourite store or a favourite label
People love to talk about fashion on line
Fashion is the most discussed theme on the internet and on the Social Media
60% of Burberry’s marketing budget is invested in Digital Marketing
YOU DO NOT AVOID TO FACE WITH THIS CHALLENGE
3.7 million of mentions over a period of 30 days.
Triple the amount of buzz around Airlines over the same period!
Startup Case History
Swowroom (Poland)
WHY SHOULD CHECK IN IT?
High quality visual content.
On line special offers
Peer to peer
communication approach
On line fashion
ambassador
IDENTIKIT
On-line marketplace for independent fashion designers that provides a complete range of e-commerce solutions, from stock
and orders management to promotional tools through social media. (Like Etsy)
FACEBOOK: more than 215,000 fans
INSTAGRAM: 219 followers
https://www.showroom.de/
HIGH QUALITY VISUAL CONTENT ON INSTAGRAM
BE CONVERSATIONAL
HUMANIZE YOUR BRAND
INVOLVE
BRAND AMBASSADOR
