course 9 - social media
DESCRIPTION
TRANSCRIPT
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 [email protected]
Kyra Davis COO & Cofounder
Caitlin Reimers
Financial Director [email protected]
Karen Ladenheim Design Workshop Director [email protected] [email protected]
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 [email protected]
Kyra Davis COO & Cofounder
Caitlin Reimers
Financial Director [email protected]
Karen Ladenheim Design Workshop Director [email protected] [email protected]
INTRO TO SOCIAL MEDIA
56
customer segments
key partners
cost structure
revenue streams
channels
customer relationships
key activities
key resources
value proposition
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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…
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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?
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=>7/-?(@A
3 DE CADA 4 PERSONAS USAN TECNOLOGIA SOCIAL MEDIA (USA)
Por Qué Ocuparla?
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2/3 DE LA POBLACION MUNDIAL VISITA SOCIAL NETWORKS
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photo by Bruno Girinon flickr.com
PORQUE VISITAR SITIOS SOCIALES ES AHORA LA CUARTA ACTIVIDAD ONLINE MAS POPULAR, SOBRE EL EMAIL.
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REASON #4
TIEMPO USADO EN REDES SOCIALES ESTA CRECIENDO 3 VECES LO QUE CRECE LA PENETRACION DE INTERNET (10% TIEMPO TOTAL)
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.$"*",.27'+,$3"%.5*.$"*3"4+2*"'+."8*
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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.
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(3'&1"/(),&4
REASON #6
SOCIAL MEDIA ES COMO “EL BOCA A BOCA” PERO CON ESTEROIDES
Qué dicen los usuarios de social
media?
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93% de los usuarios de social media creen que una empresa debe tener presencia en Social Media.
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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
Twi\er
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.
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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?