Testimonianza di WOMMI al MAFED - Bocconi


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An overview on social media landascape, focussing on WOM associations, ethical code and the guidelines to avoid an investigation for deceptive adv. The second part collect a bunch of fashion campaign in Social media.

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Testimonianza di WOMMI al MAFED - Bocconi

  1. 1. WOMMI @ MAFED:<br />Buzz Marketing and Online Communities<br />Andrea Febbraio <br />CEO PromoDigital-Wikio Group <br />WOMMI Boardmember<br />Daniele Federico <br />Social media specialist<br />WOMMI Coordinator<br />
  2. 2. Word-of-mouthisoneof the oldest and mosteffectivewaystocommunicate. Surprisinglyitisonlyrecentlythat more studies and commercial usethiswonderfulapproach.<br />WOMMIis the leadingItalianassociationgatheringtogethercommunicationresearchers and marketing professionals.<br />WOMMI providesan open discussionboard and anethical guide managing community and conversation on behalfof a brand, anorganization or a non profit institution.<br />
  3. 3. The historyof WOM associations<br />2004 WOMMA waslaunched<br />Early 2009 WOMJPwasborn<br />Sep. 2009 WOMMIwasborn<br />2010<br />The leading WOM association<br />becomes<br />
  4. 4.
  5. 5. Facebook<br />QQ / Qzone<br />Orkut<br />V Kontakte<br />
  6. 6.
  7. 7. Do you tweet?<br />
  8. 8. Are you on ?<br />
  9. 9. Are youlooking<br />for a job in <br />LinkedIn?<br />
  10. 10. Any of you still use<br />MySpace?<br />
  11. 11. Have you ever posted a pic on Flickr?<br />
  12. 12. Owned, Paid and Earned media<br />Source: ForresterResearch, Inc.<br />
  13. 13. P.R., adv, sponsored conversation<br />Source: ForresterResearch, Inc.<br />
  14. 14. R.O.I.<br />What’s that???<br />
  15. 15. R.O.I.<br />HonestyofRelationship: openessabout the relationshipbetweenconsumers, advocates and marketers<br />HonestyofOpinion: nevertellconsumerswhattosay<br />HonestyofIdentity: disclosureofidentity<br />“A central mission of WOMMA is to create an environment of trust between consumers and marketers.” – womma.org<br />
  16. 16. AGAINST DECEPTIVE PRACTICES<br />Key areasof the FTC Guide<br />1. Overallimpression<br />2. Typical results in testimonials<br />3. Disclosurepolicies<br />4. Blogger relations<br />5. Celebrityendorsements<br />6. Expert testimonials<br />The Guides become effective Dec. 1, and while they are not laws, they explain how to avoid an investigation by the FTC for deceptive advertising. <br />
  17. 17. “Influencers are diverse”<br />
  18. 18. PEER INFLUENCE PYRAMID<br />few in number<br />great in scale<br />Tot. social <br />influencer<br />80% impression<br />Sharing info<br />Source: Augie Ray - Forrester<br />
  19. 19.
  20. 20. Let’s have a look at some fashion social media case history<br />
  21. 21. Objective: <br /><ul><li> Spread buzz for the new T-shirt</li></ul>Strategy: <br /><ul><li> Top “style” bloggers vs product seeding
  22. 22. Video Seeding: 100.000 views guaranteded in 4 weeks.</li></ul>Outcome:<br /><ul><li> 1 more than 100 post related to the T-shirt
  23. 23. more than 100.000 views on YouTube gaining HP and severalshonours</li></ul>109 Blogs<br />121 345 Views<br />CTR 3%<br />
  24. 24. Objective: <br /><ul><li> spread awarness for the new product;
  25. 25. trig positive buzz into the target. </li></ul>Strategy: <br /><ul><li> 20 Buzzkit to the most followed female fashion bloggers</li></ul>Outcome:<br /><ul><li> 22 blog posts;
  26. 26. 50 comments;
  27. 27. 2.390.473 views.</li></li></ul><li>Objective: <br /><ul><li>creat social buzz around eBay.fr;
  28. 28. provide a positive long term word-of-mouth. </li></ul>Strategy: <br /><ul><li> a challenge among female bloggers in target categories (fashion & style)</li></ul>Outcome:<br /><ul><li> 7 influent bloggers;</li></li></ul><li>
  29. 29. E-shopping and Social media<br />StyleFeederisa “personal shopping engine”<br />“Never shop alone”<br />Mary Kate and<br /> Ashley Olsen<br />Widgetsthat display user’s StyleFeed<br />Amanda Congdon<br />(ABC video blogger )<br />Celebrities and testimonialshavetheirown<br />StyleFeed badge<br />In January 2010 StyleFeederwasacquiredbyTime Inc.<br />Dylan and <br />Cole Sprouse<br />
  30. 30. E-shopping and Social media<br />Yoox Top 10 Facebook game<br />
  31. 31.
  32. 32. …ifyou don’t knowwhatto wear visit:<br />
  33. 33. Help fund and shapea collection<br />4 WAYS TO ENGAGE:<br />Become a<br />Buyer<br />Become a<br />Funder<br />Provide<br />Feedback<br />Become a<br />VIP<br />“The chance to be part of an innovative concept during the most exciting weeks in the industry. Customers can actually pre-order items that they see on the runway. It’s a first for us, and it seems like the industry is moving in this direction as the fashion life cycle comes under more and more pressure” - Chris Kunz, president of Nicholas K<br />
  34. 34. Geolocation and word-of-mouth<br />Jimmy ChooTrainersHunt<br />Get a pairofnewstylishtrainers!!!<br />“Catch a Choo!”<br />
  35. 35. Fashion UK Social Media LandscapeAudit<br />90:10 Group<br />
  36. 36. Thankyou<br />IfyouneedanythingLEMME KNOW!<br />WOMMI Lab (keepthe conversationgoing!)<br />a.febbraio@wommi.it<br />daniele.federico@gmail.com<br />twitter.com/wommitalia<br />Skype: wommitalia<br />And yes, we are on Facebook, YouTube, Slideshare (toseethispresentation), etalia...<br />