course 9 - social media

With  the  Support  of:  

www.de-­‐pe.com    @depeteam  

Antofagasta,  Chile,  July  2011  

1  

SOCIAL MEDIA Class 9

INDEX •  PEOPLE •  INTRO TO SOCIAL MEDIA •  INBOUND VS OUTBOUND MARKETING •  SOME SOCIAL MEDIA TOOLS •  SUMMARY •  GROUP WORK

PEOPLE Los emprendedores invitados

VOZ

change through beauty.

To make fashion more fair, and fair trade more fashionable.

Our mission is simple:

Haily Zaki

Our Team

Marketing Advisor

Jasmine Aarons CEO & Design Director jasmine@madebyvoz.com

Kyra Davis COO & Cofounder

kyra@madebyvoz.com

Caitlin Reimers

Financial Director caitlin@madebyvoz.com

Karen Ladenheim Design Workshop Director karen@madebyvoz.com haily@madebyvoz.com

The fashion industry is broken.

Sweatshops

Pesticides

Dye Contamination

Disposable-quality clothing

Consumers want alternatives they look good in and can feel good about.

In 2010, fair trade sales grew in all countries, notably 40% in the UK

and 23% in the USA.

- Fair Trade Labeling Organizations International (FLO).

7.1 million consumers think ethical clothing

is quite / very important & find availability poor or very poor.

-Ethical Clothing Report, Worldpanel fashion, TNS 2007 p.17

Opportunity: Addressable Market • $1-$1.2B sub-set of the ~$13B luxury retail and $290B US Lifestyle, Health and Sustainability market.* • Europe represents additional $2b market opportunity *This estimation synthesizes research segmenting the U.S retail market by price, sex, purchasing incidence, channel, purchase criteria, age and socioeconomic status.

Fair Trade + Sustainable

Production + Trend-driven, collaborative

Fashion Design =

Fair Trade 3.0

VOZ change through beauty

Eco-Fashion

Trinity

Examples from the organic cotton industry

Natural Organic Clothes Hae Now

(shirt & apron)

Feria Indígena: January, Santiago, Chile 2011

Ethnic Fair Trade

Ethnic Fair Trade

Hand-woven Bags: $20 USD

Small Purses: $10 USD

Ethnic Belts: $25 USD

High Fashion plagiarizes ethnic designs while exploiting and polluting.

Mapuche Design (without credit)

Poncho $365 USD

Textile Sweater $524 USD Banana Republic

Ethnic Purse $184 USD

“Customers have shown they’ll buy organic if the clothes look good

and are priced right…”

-Karolina Dobowicz, H&M

made by

voz

Add the sweater and

dress

[bag] [production cost: $32] [wholesale: $65] [retail $130] [belt] [production cost: $35] [wholesale: $70] [retail $140] [shirt] [production cost: $40] [wholesale: $80] [retail $160] [dress] [production cost: $75] [wholesale: $150] [retail $300]

connecting

worlds

Fair Trade

Ethnic Craft Eco Friendly

Fashion

Fair Trade

Ethnic Craft Eco Friendly

Fashion

Fair Trade

Ethnic Craft Eco Friendly

Fashion

Fair Trade

Ethnic Craft Eco Friendly

Fashion

Our designs are desired.

Our production is pristine.

Natural Wool

Dyed with local plants and berries

Hand Spun

Woven on hand looms

In rural Araucanía, Chile

by Mapuche women

Design: artisans’ ideas, adapted to market demand

artisans’ drawings designer's adaptation alpha prototype

Expert Seamstress

Expert Weavers

VOZ connects designers, seamstresses, and expert indigenous artisans, forming a strong design and production team.

VOZ completes final quality control, applies packaging and marketing, then distributes products to clients worldwide.

delivers

VOZ manages products and distribution

VOZ will scale.

Grows

Grows

Grows

Grows

Grows

Distribution Channels Our Website

www.madebyvoz.com

Distribution Channels Trade shows

Presented with the Chol Chol Foundation, California Gift Show 2010

Distribution Channels Online Purveyors

Ethicmode.com shoppista.com

Promoting sustainable practices, empowering indigenous women

professionally, financially & creatively & bringing beautiful, timeless designs

to the market.

VOZ is committed to:

VOZ

change through beauty.

Haily Zaki

Our Team

Marketing Advisor

Jasmine Aarons CEO & Design Director jasmine@madebyvoz.com

Kyra Davis COO & Cofounder

kyra@madebyvoz.com

Caitlin Reimers

Financial Director caitlin@madebyvoz.com

Karen Ladenheim Design Workshop Director karen@madebyvoz.com haily@madebyvoz.com

INTRO TO SOCIAL MEDIA

56

customer segments

key partners

cost structure

revenue streams

channels

customer relationships

key activities

key resources

value proposition

!"#$%&'()*$%'$+'&$,)'-)).'+)/012)34".)'5%.-+'-"'*"'$-0'6"7"*4',."5+'8"50

!"#$%&' (%)&'#*+,!$%-./#0&,1"%$23-#&/+,4552-3

photo by Zellaby on flickr.com

Social Media es como la primera vez (uds saben). Todos lo quieren hacer, nadie sabe cómo.Cuando por fin lo hacen, sorpresa, no fue taaaan bueno…

!"#!$%&'()&*$!"&$+#,(-.*$#/!(+(!(&*$!"#!$()!&0,#!&$!&/")-1-023$*-/(#1$()!&,#/!(-)3$#)%$!"&$/-)*!,./!(-)$

!""#$%%&&&'&()(#*+(,'-./

Social Media es un término general que define variadas actividades que integran tecnología, interacción social y la construcción de mundos, imágenes, videos y audio…

www.wikipedia.org

Social Media Landscape

Why?

!"#$%&"'(')%*')+','$-"./#$0&'%&"'&)#/$1'*"#20)1)345!"##$%&$#'()*$(+#",&*(-.(/"0123()$0*4"3"56(78"9&1"4'(:;;<

=>7/-?(@A

3 DE CADA 4 PERSONAS USAN TECNOLOGIA SOCIAL MEDIA (USA)

Por Qué Ocuparla?

!"#$%&"'()*'+,'-."'/0+!$0'12-"32"-'4+4%0$-1+2'51&1-'&+#1$0'2"-6+37&8!"#$%#&'()$*+,$(-,.#%(/(!#01*23#4(5$,.#%'(6778

!"#$%&'()

2/3 DE LA POBLACION MUNDIAL VISITA SOCIAL NETWORKS

!"#$%&"'()&)*)+,'&-#)$.'&)*"&')&'+-/'*0"'1*0'2-&*'3-3%.$4'-+.)+"'$#*)()*5 $0"$6'-7'3"4&-+$.'"2$).8

!"#$%#&'()$*+,$(-,.#%(/(!#01*23#4(5$,.#%'(6778

!"#$%&'()

photo by Bruno Girinon flickr.com

PORQUE  VISITAR  SITIOS  SOCIALES  ES  AHORA  LA  CUARTA  ACTIVIDAD  ONLINE  MAS  POPULAR,  SOBRE  EL  EMAIL.  

!"#$%&"'()*"'&+",('-,'&-#)$.',"(/-01&')&'20-/),2'$('34'(5"'-6"0$..'7,("0,"('0$("8'$##-%,(),2'9-0':;<='-9'$..'7,("0,"('()*">!"#$%#&'()$*+,$(-,.#%(/(!#01*23#4(5$,.#%'(6778

REASON #4

TIEMPO  USADO  EN  REDES  SOCIALES  ESTA  CRECIENDO  3  VECES  LO  QUE  CRECE  LA  PENETRACION  DE  INTERNET  (10%  TIEMPO  TOTAL)  

!"#$%&'("%)*+,-'./*01/'($)21'34&%$#%$4$"%

!"#$%&'&()*+,*,$+-.+%(*.$"*/&0"1*202)*-1&3*.$"*"4+.&1,5*.$"*/67'+,$"1,5*

.$"*",.27'+,$3"%.5*.$"*3"4+2*"'+."8*

!"#$%&"'&(#)$*'+",)$')&',"+(#-$.)/)01'#(++%0)#$.)(0&2'!)1'.)+"2

!35678'9:

SOCIAL  MEDIA  ESTA  DEMOCRATIZANDO  LAS  COMUNICACIONES.  

…está  cambiando  el  poder  desde  los  editores,  publicistas,  lo  establecido,  lo  elite  de  la  media,  hacia  la  gente…  las  

personas  ahora  6enen  el  control.  

!"#$%&"'&(#)$*'+",)$')&'*)-"'.(/,'(0'+(%12'

(3'&1"/(),&4

REASON #6

SOCIAL  MEDIA  ES  COMO  “EL  BOCA  A  BOCA”  PERO  CON  ESTEROIDES                                  

Qué dicen los usuarios de social

media?

!"#$%&$'%()*+$,-.)*$/'-0'$1-+)-2-$*$(%,3*45$'6%/+.$6*2-$*$30-'-4(-$)4$'%()*+$,-.)*7!"#$%&'()*#$))&*#&+",*-.&/$0*-&+1(02%&+$31$45$6&7889&

93% de los usuarios de social media creen que una empresa debe tener presencia en Social Media.

!"#$%&$'%()*+$,-.)*$/'-0'$1-+)-2-$34*3$*$(%,5*67$'4%/+.$8%$&/034-0$34*6$9/'3$4*2)68$*$50-'-6(-$%6$'%()*+$')3-'$*6.$'4%/+.$*+'%$)63-0*(3:)34$)3'$(/'3%,-0';$!"#$%&'()*#$))&*#&+",*-.&/$0*-&+1(02%&+$31$45$6&7889&

85% de los usuarios de social media creen que una empresa debe ir más allá de sólo tener presencia en redes sociales, también debe interactuar con sus clientes constantemente.

Social Media

Estamos listos para nuestra primera

vez?

INBOUND vs OUTBOUND MARKETING

The old school- Outbound Mkt.

The old school- Outbound Mkt.

Comunicación  

Problem  

The new school- Inbound Mkt.

Contenido

Comunicación  

The new school- Inbound Mkt.

Inbound Marketing- Why?

•  Compromiso  del  Consumidor  •  Poder  del  Consumidor  •  Medición  de  resultados  •  Eficiente  •  Costo  del  Adquisición($$$)  

Inbound Marketing- Why?

Outbound   Inbound  

Lead  Cost  

Outbound  

Inbound  

60%  Lower  

B2B vs B2C

SOME TOOLS Social media and more

Facebook  

Twi\er  

LinkedIn  

Youtube.com  

Flickr.com  

Caso: Estrategia de Depe Facebook   Twi\er  Blog  

Resumiendo Qué hacemos?

photo by cyndie@smilebig! on flickr.com

Definan su estrategia de Social Media…

photo by eye2eye on flickr.com

Paren de pensar campañas de marketing y comienzen a conversar con clientes a través estas herramientas.

photo by Malingering on flickr.com

Si tienen dudas o problemas, pidan ayuda!! Siempre hay alguien que sabe más que uno…

No asuman que social media es la respuesta para todo, es sólo una herramienta.

!"#$%&'#('%)&*+#,&*-,.

photo by arlen on flickr.com

Si tu producto es malo, social media no lo arreglará…

Pero si tu Servicio al Cliente apesta, Social Media puede ayudar.

GROUP WORK A ensuciarse las manos

LA TAREA!

•  HOY –  Trabajar sobre sus estartegias de marketing

(inbound y outbound) –  Analicen diferentes opciones para su

startup, blogs, facebook, twitter, sitio web, nos sirven todas o sólo algunas?

–  Cuáles nos sirven y por qué?