crowdsourcing a fashion empire
Post on 19-Oct-2014
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Presented at Crowdsourcing Week 2013 by Roger Yuen, CEO of Clozette.co.TRANSCRIPT
Crowdsourcing A Fashion Empire
Case Study from Clozette
Roger YuenFounder & CEO
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.
CONSIDER PITFALLS THAT CAN SINK YOU
Successful Crowdsourcing
Create vision & culture
Evaluateexternal factors
Setgoals
Know your crowd Marketing
Nurture influencers, advocates
Datamining
Agility
o 167,113 of Amazon’s book reviews were contributed by just a few “top-100″ reviewers.
o Over 50% of all the Wikipedia edits are done by just .7% of the users … 524 people.
o Just 0.16% of all visitors to YouTube upload videos to it, and 0.2% of visitors to Flickr upload photos.
No.1 CHALLENGE - CROWD PARTICIPATION
OTHER CHALLENGES OF CROWDSOURCING
o You don’t know the crowd and you haven't earn their trust.
o Others are competing for your crowd – how different are you?
o Copyrights of the content created
o How do you police the “unruly” crowd?
o Crowdsourcing takes time – do you have it?
LISTEN
EVALUATE
DEVELOPCONTENTSTRATEGY
INTERACT
INFLUENCE
What are they talking about online - your brand, products, services?
What’s the call to action? Viral the influence
How best to tell &sell this story?Gamification, rewards
What’s the Storyyou want to tell or sell?
Listen to the CROWD– survey, polls, online intelligence,
CLOSED-LOOPCROWD
ENGAGEMENT
Budget & Objectives
OVERCOMING CHALLENGES
1. Enable DISCOVERY: create interesting content - don’t sell all the time• it’s about the soft sell – explore, discover, buy• bloggers, influencers, thought leaders
2. Encourage User Ratings, Reviews
• Show what’s trending, what others have bought
3. Enable Easy & Viral Connection• Social Sign-On, Social Network Sharing, Instant messaging
4. Provide Recommendations; Promotions• Lists – thematic, seasonal, occassions• Rewards (virtual), provide exclusive deals
5. Engage & Understand your Audience• Refer a friend, share a promo, nurture advocates• Data mining
5 CROWDSOURCING CREATION TIPS
Extracted From ExactTarget
WHAT MOTIVATES A CROWD?
Awareness
Consideration
Preference
Conversion
Loyalty
Advocacy
Search, Content Sites
User reviews, online research
Social advise, local search
Purchase – online, in-store
Engage FB, Twitter, likes (rewards)
Share, post positive reviews, word of mouth FRIEND
FOLLOWER
FAN
ADVOCATES FUNNELEngaging Fans, Followers, Friends
USER BEHAVIOURS
OFFLINEOOH
PostersCatalogues
PrintEvents
SOCIAL MEDIABlogs
FacebookLinkedinTwitter
Youtude
MOBILITY Apps
SMS, MMSDevice optimization
E-Coupons / Rewards
ONLINE PLATFORMSBanners
Rich media, VideosWebsites
eDM, Newsletters
Make360
ENGAGEMENTa part of your
crowdsourcingstrategy
CROWDSOURCING NEEDS TO BE HOLISTIC
Power of Crowd
Clozette’s ASOS UNDER $50Case Studies
CLOZETTE SHARE . DISCOVER . SHOP…a global fashion social shopping network
GLOBALwww.clozette.co
JAPANwww.clozette.jp
INDONESIAwww.clozettedaily.com
THAILANDth.clozette.co
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
People are emotional (specially online) – build relationships and connect with their digital lifestyles
Keep you content concise and relevant – digital attention span is very short.
Reach them at the right time and right place with the right offer.
Make your content easy to share and desirable to be viraled.
Don’t just talk to them - join their conversations, engage them. Moderate the conversation.
Response in timely manner to comments and feedback to build credibility.
Constantly measure, review and assess your engagement results.
Inculcate digital and social engagement awareness culture in organization.
Have internal policies, guide lines, resources and ownership to EMBRACE the Digital Era & Crowdsourcing
ESSENTIAL GUIDE TO DIGITAL ENGAGEMENT
www.clozette.co
Roger YuenFounder & [email protected]
2011 Red Herring Top 100 Asia Winner | 2011 Red Herring Top 100 Global WinnerGOLD & SILVER Winners for Digital Marketing, Marketing Excellence Awards 2012