Social media in the apparel industry
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![Page 1: Social media in the apparel industry](https://reader030.fdocuments.in/reader030/viewer/2022032700/55d50030bb61eb4e7e8b4575/html5/thumbnails/1.jpg)
SOCIAL MEDIA FOR THE FASHION INDUSTRY
PRESENTED BY BOGO VATOVEC
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S
ED
AO C I A L
M
SOCIAL MEDIA IS A BUZZWORD
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WE MUST GO ON FACEBOOK
WE MUST BE PRESENT IN SOCIAL MEDIA TO SURVIVE
EVERY CEO MUST BLOG!!!
YOU DON´T TWEET????
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WE ALL KNOW THESE
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A GOOGLE SEARCH RETURNS 288 MILLION RESULTS
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A SEARCH FOR CONFERENCE RETURNS 19 MILLION RESULTS
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A SEARCH FOR CONSULTANT RETURNS 100 000 RESULTS
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ONE PICTURE TELLS MORE THAN 1000 WORDS
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MORE PICTURES TELL MORE THAN JUST ONE
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LINKS ARE EVEN BETTER
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CHEMISTRY
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BOTANICS
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AS CONFUSED AS ME?
© WorldClassID
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TOO MUCH TRUTH HERE
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SOCIAL MEDIA SUPPORTSCOMMUNICATION BETWEEN HUMANS
NARROWLY SAID – USING DIGITAL MEDIA
BOGO`S SIMPLE DEFINITION
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SOCIAL MEDIA IS A
YES
BUTSWITH
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SOCIAL MEDIA IS A
YES
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SOCIAL MEDIA IS NOT JUST FACEBOOK
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SOCIAL MEDIA IS A BRAND COMMUNICATION CHANNEL
Customers Employees
Company
Partners
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Customers Employees
Company
FOCUS ON CUSTOMERS
Partners
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SOCIAL MEDIA GIVES POWER TO THE PEOPLE
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SOCIAL MEDIA IS A TOOL OF THE INFORMED CUSTOMERS
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SOCIAL MEDIA BRINGS CUSTOMERS TOGETHER
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PartnersCustomers Employees
Company
FOCUS ON EMPLOYEES AND PARTNERS
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IMPROVE PRODUCTIVITY AND COLLABORATION
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PartnersCustomers Employees
Company
BRING THEM TOGETHER
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PROVIDE TRANSPARENCY
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ENGAGE AND INVOLVE
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SET BEHAVIORAL GUIDELINES
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SOCIAL MEDIA IS AS INVENTEDFOR THE FASHION INDUSTRY
SHOPPING IS A SOCIAL EXPERIENCE
FASHION IS A PERSONAL STATEMENT
FASHION IS ABOUT FOLLOWING OTHERS
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SOCIAL MEDIA WORKS REGARDLESS OF BRAND POSITIONING
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HOW IS SOCIAL MEDIA USED?
PATTERNS
MODELS
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BUILD BRAND AND CREATE TRAFFIC
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PROMOTE AND GET A DISCOUNT
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TELL US YOU LIKE SOMETHING
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GENERATE FANS AND GET AWARDED
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PARTICIPATE AND GET AWARDED
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PARTICIPATE AND GET AWARDED
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CREATE DESIRES
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COOPERATE WITH COMMUNITIES
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SHOP TOGETHER
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SOCIAL MEDIA MARKETING CONCEPTS ARE NOTHING NEW
EXCLUSIVE CLUBS
BONUS AND AWARD PROGRAMS
DISCOUNTS
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IS THE FASHION INDUSTRY ALREADY USING ALL POSSIBILITIES
OF SOCIAL MEDIA?
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WE ARE ALL STILL LEARNING
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ENGAGE IN A TWO-WAY CONVERSATION
PROVIDE FOR MORE USER-GENERATED CONTENT
MANAGE INTENSITY
EVEN THE BEST CAN DO BETTER
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SOCIAL MEDIA DOESNOT COME FOR FREE
COMMERCIAL BENEFITS
SOCIAL BENEFITS
LEGAL BENEFITS
BUSINESS CASE
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THE NUMBERS ARE IMPRESSIVE
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BY 2015 MARKETING SPENDING ON SOCIAL MEDIA WILL EQUAL OTHER CHANNELS
Social MediaTraditional OnlineOffline
Bloom Group Report 2010
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WITH 1BILLION TOTAL SALES, 33 MILLIONS WILL GO TO SOCIAL MEDIA
Social MediaTraditional OnlineOffline
1 Billion Gros sales10% total Marketing
= 33 Million on Social media
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PEPSI SPENT 20 MILLION ON A PROFIT-FOR-SOCIAL CAUSE
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RETURN ON INVESTMENT IS HARD TO CALCULATE
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A STRONGEST BENEFIT COMES FROM CUSTOMER DATA
TARGETED OFFERINGS
SOCIAL SHOPPING
FASTER FEEDBACK
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SOCIAL MEDIA IS
YES
BUT
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A FAN IS NOT A BUYER
…
…
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SUCCESS?
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AND REALITY
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WHAT ARE FANS TALKING ABOUT
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WE HAVE OUR LIMITS
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WE HAVE FEARS
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NO CONTENT
NO CONTROL
PRIVACY
UNCERTAINTY
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PRIVACY
500 MILLION USERS
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THE ROADMAP TO SOCIAL MEDIA SUCCESS
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HAVE GUIDELINESNOT RULES
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WHAT IS THE FOCUS?
Customers Employees
Company
Customers Employees
Company
Customers Employees
Company
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KNOW WHAT YOU WANT – A SOCIAL MEDIA BALANCED SCORECARD
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MANAGE
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A NEW POSITION –SOCIAL MEDIA MANAGER
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MEASURE
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DON`T BEAT THE DEAD HORSE
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SOME GOOD READINGS
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THANK YOUBOGO VATOVECBOVACONWWW.BOVACON.COM