roger yuen - the rise of crowdsourced content, cswglobal14

The Rise ofCrowd-sourced Content

Creation, Curation & Marketing

MY DIGITAL & SOCIAL JOURNEY

Roger YUENFounder & Chief Executive, Clozette, Your Fashion Social Shopping Ntework

• Asia Pacific VP management positions with SOFTBANKForums, Ziff-Davis, ZDNet, CNet Networks, Acer Inc (Smart Handheld Business).

• Co-founder of e-Cop, which pioneered the first 24×7 Managed Security Services in the world, acquired iby a wholly owned subsidiary of Temasek Holdings.

• Board member and seed investor of Brandtology, a leading innovator in social media and online brand intelligence, acquired by Sentia Media (Media Monitor).

• Chairman ViSenze, state-of-art intelligent Visual Recognition Technology provider, a spin-off company from NExT, a reseach collaboration between National University of Singapore & TsingHua University.

WHAT IS CLOZETTE ?

A FASHION SOCIAL NETWORK that unites women with a passion for

fashion, beauty & shopping!

• Visual & image driven

• Crowd-sourced User generated content

• Focused on interaction & engagement with user content & advertiser content

• Stylish . Savvy . Connected

MY DAILY DOSE OF SOCIAL . SHOPPING

STUDY BY CONTENT MARKETING INSTITUTE

STUDY BY CONTENT MARKETING INSTITUTE

BEST PRATICES ON CROWDSOURCED CREATION & CURATION

CREATE A PLATFORM TO CONNECT• Birds of a feather flocks together.• Build a perch where they can all roost together and feel at home.

LISTEN , WATCH, FEEBBACK• Listen and see what your flock is doing.• Guide them to express their relevant interests and passion.

SHOW THAT YOU CARE• Let them know that that you care. • Recognize the top contributors and promote them as examples to the rest of the community. • Inspire healthy competition.

CONTENT MUST BE COMPELLING & RELEVANT TO YOUR TARGET AUDIECNE• Entertaining.• Utility and resource center• Videos and visual content work well where attention span is short• Tips, How To’s , Top 10• Create tips on creation & curation• Cultivate and engage influencers as curators

MODERATE DILIGENTLY• Monitor the community 24x7. • Seed ideas.• Encourage positive behavior. • Nip trouble makers in the bud; be firm in taking down offensive or comments.

BEST PRATICES ON CONTENT CREATION & CURATION

Crowd-sourced Content Creation & Curation

ON

SELFIES

WHAT CLOZETTERS DO .: socializeClozette.co ClozetteDaily

O SHa’Re

FASHION BUYS & FINDS

WHAT CLOZETTERS DO .: socialize

BEAUTY TIPS

WHAT CLOZETTERS DO .: socialize

CREATION & CURATIONCase Studies

HOW TO CROWD-CURATE CONTENTASOS UNDER $50 CAMPAIGN

121items

62items

62items

56items68

items

ASOS UNDER $50 COLLECTIONS CAMPAIGN

89 Collections

1332 Items

121 transactions

USD 4732 sales

FASHION FINDS CONTENT CREATION CONTEST

FASHION FINDS CONTENT CREATION CONTEST

FASHION STEPS OUT @ ORCHARD ROAD

FASHION STEPS OUT @ ORCHARD ROAD