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    photosharing-pinterest-fancy-instagram-tumblr-april_2012 photosharing-pinterest-fancy-instagram-tumblr-april_2012 Presentation Transcript

    • Post it, pin it, share it.Hamburg, April 2012
    • Newsbreak, June 6th TheFancy.com dives into mCommerce as it nears 1 mio users. Fancy updated its iPhone and iPad app in the end of May 2012. The app, which previously limited activity to browsing and collecting images, now allows users to make one-click purchases as well. Pinterest raises 100$ mio from Rakuten, CEO Hiroshi Mikitani says, “While some may see e-commerce as a straightforward vending machine-like experience, we believe it is a living process where both retailers and consumers can communicate, discover, and curate to make the experience more entertaining. We see tremendous synergies between Pinterest’s vision and Rakuten’s model for e-commerce. Rakuten looks forward to introducing Pinterest to the Japanese market as well as other markets around the world.”
    • Photo SharingHamburg, February 20th, 2012
    • Photo SharingHamburg, February 20th, 2012
    • ...which offer the users space toexpress themselves in similar butdifferent ways.
    • FLICKR Pinterest is an online pinboard. Organise and share things you like. Facts: 11.000.000 registered users (invite only) / 32.400.000 pins* Founded in March 2011 by Ben Silverman* Date: 18/04/2012 / **Date: 23/02/2012
    • FLICKR Pinterest is an online pinboard. Organise and share things you like. Facts: 11.000.000 registered users (invite only) / 32.400.000 pins* Founded in March 2011 by Ben Silverman The Fancy is a place to express yourself around things you see that you find interesting. Facts: 500.000 users* (250.000 users/ 16.700.000 Fancies**) Founded in 2011 by Joseph Einhorn* Date: 18/04/2012 / **Date: 23/02/2012
    • FLICKR Pinterest is an online pinboard. Microblogging platform & social Organise and share things you networking website: like. The service allows users to post multimedia and other content to a Facts: short-form blog - ,tumblelog‘ 11.000.000 registered users (invite only) / 32.400.000 pins* Facts: 120.000 Mio users per month / 15 Founded in March 2011 by Ben Billion page views/month / more than Silverman 50 Billion blogs Founded on April 27th 2007 by David Karp The Fancy is a place to express yourself around things you see that you find interesting. Facts: 500.000 users* (250.000 users/ 16.700.000 Fancies**) Founded in 2011 by Joseph Einhorn* Date: 18/04/2012 / **Date: 23/02/2012
    • FLICKR Pinterest is an online pinboard. Microblogging platform & social Organise and share things you networking website: like. The service allows users to post multimedia and other content to a Facts: short-form blog - ,tumblelog‘ 11.000.000 registered users (invite only) / 32.400.000 pins* Facts: 120.000 Mio users per month / 15 Founded in March 2011 by Ben Billion page views/month / more than Silverman 50 Billion blogs Founded on April 27th 2007 by David Karp The Fancy is a place to express yourself around things you see Instagram (iPhone App) is a that you find interesting. fast, beautiful and fun way to share your life with friends Facts: through a series of photos. 500.000 users* (250.000 users/ 16.700.000 Fancies**) Facts: 40 Mio users / roughly 5% of Founded in 2011 by Joseph Facebook‘s active user base Einhorn Founded in 2011 by Kevin* Date: 18/04/2012 / **Date: 23/02/2012 Systrom
    • How to use Pinterest, Fancy, Tumblr,Instagram for Business Purposes!
    • „FollowOnline Pinboard button“ on websites A board A Pin Interactions A repin Slide 9
    • Pinterest people are not only clicking, they‘re buying. 21%* of the users having an account actually purchased items that they found on someone‘s pinboard.*Source: Survey http://thenextweb.com/insider/2012/03/28/survey-21-of-users-on-pinterest-have-purchased-an-item-that-they-found-on-the-site/
    • Pinterest, the fast growing onlineimage board - It‘s eyecandy! Use Pinterest for your business: If your products are things - especially things/products people covet and / or can purchase - then you can rock it with Pinterest (+) Don‘t use Pinterest for your business: If your business is about ideas or services or things which are intangible, then Pinterest is unlikely to send much traffic your way. (-)
    • Social Sopping Service Purchase Check the Purchase on on Fancy availabilities and 3rd party site but book your hotel impossible to find the on Fancy site where it can be purchased if you click „Buy it“ Many brands arerepresented on Fancy - users can „Demand-„follow“ „their“ brands driven- or other members commerce- model“ Slide 13
    • Fancy lets users organize images from around theweb into „lists“ / „categories“.It shows where social commerce can go in the future.Since February 2012, users can directly shop items onFancy. More than 1.000 merchants signing up to listtheir products.Fancy will get a cut of every purchase.
    • TheFancy.com - The fashionmagazine for the blog age! Use Fancy for your business: If you represent a luxury fashion, home décor, lifestyle or tech brand then adding products to TheFancy is a smart marketing move, because unlike Pinterest - Fancy is openly working with brands to drive sales through the site (+) Don‘t use Fancy for your business: If your business is about ideas or services or things which are intangible, then TheFancy.com is unlikely to send much traffic to your site. (-)
    • Now, we know some basic things aboutboth sites - Fancy and Pinterest. Theyare similar...
    • but where are the differences?Should luxury or boutique brands hopon Fancy or Pinterest or on both?
    • Pinterest vs TheFancy
    • Pinterest & Fancy - Why does itmatter? Efficient sales driver Efficient traffic driver (supposed to generate more traffic in US than twitter / google+) 1 Wants to ,steer clear of non-ecommerce- related-content‘ probably more and more a sales driver: e.g. Amazon and ebay US integrated the ,Pin it‘ button Links - Using ,Fancy‘ button will allow your Links - Using ,Pin it‘ button will allow your fancies to link back to the source pins to link back to the source 2 Leads - Purchases products on the Leads - Pinterest will soon start platform contributing to lead 3 Social sharing for greater reach Social sharing for greater reach: high potential on Pinterest due to the high 4 number of users
    • 1) Focus on E-Commerce:Brands or merchants can directly sellproducts on TheFancy.com (only in US) -checkout directly on TheFancy.com.Or users will be linked to the merchants‘/brands‘ online-shop. steer clear... if oyu go to thefancy.com, you‘ll find many / most images which can‘t be bought on a third-party website. Many fancies come from blogs / non-ecommerce sites. The Fancy.com is far away from reaching this goal
    • 1) Focus on E-Commerce:Brands or merchants can directly sellproducts on TheFancy.com (only in US) -checkout directly on TheFancy.com.Or users will be linked to the merchants‘/brands‘ online-shop. steer clear... if oyu go to thefancy.com, you‘ll find many / most images which can‘t be bought on a third-party website. Many fancies come from blogs / non-ecommerce sites. The Fancy.com is far away from reaching this goal
    • 1) Focus on growth and reach whichcan push purchases on the third-party ecommerce platform.
    • 1) Focus on growth and reach whichcan push purchases on the third-party ecommerce platform.
    • 2) Fancy provides general categorieswhere images can be assigned to(e.g. Men, Women, Art, Architecture, ...).Goal: Users should discover
    • 2) Fancy provides general categorieswhere images can be assigned to(e.g. Men, Women, Art, Architecture, ...).Goal: Users should discover
    • 2) Pinterest works with #tags whichallows to breakdown interests intovery specific categories / niches.
    • 2) Pinterest works with #tags whichallows to breakdown interests intovery specific categories / niches.
    • 3) Everybody can join Fancy
    • 3) Everybody can join Fancy
    • 3) You need an invitation before youcan join Pinterest
    • 3) You need an invitation before youcan join Pinterest
    • 5) Fancy has been designed to easily move users tooriginal sites for product purchase.When an image is clicked in Fancy, users arepresented with a “Buy It” link on the right hand side.Clicking this link will take the user to the original sitewhere that product may be purchased.But unfortunately, many/most items can‘t bepurchased on the site/blog etc...
    • 5) Fancy has been designed to easily move users tooriginal sites for product purchase.When an image is clicked in Fancy, users arepresented with a “Buy It” link on the right hand side.Clicking this link will take the user to the original sitewhere that product may be purchased.But unfortunately, many/most items can‘t bepurchased on the site/blog etc...
    • 5) If a Pinterest user (including the brands that haveset up Pinterest accounts) posts a price within apinned image’s description, the price will appear asa banner in the corner of the image. Pinterest willthen automatically pull the pinned image. In orderto reach the original site to make a purchase,Pinterest users have to click pinned images twice.Probably many users aren‘t aware of this.
    • 5) If a Pinterest user (including the brands that haveset up Pinterest accounts) posts a price within apinned image’s description, the price will appear asa banner in the corner of the image. Pinterest willthen automatically pull the pinned image. In orderto reach the original site to make a purchase,Pinterest users have to click pinned images twice.Probably many users aren‘t aware of this.
    • 6) Users can unlock special deals from retailers byclicking “Fancy It” on their product photos.These special deals are discount codes that can be usedat checkout on the retailer’s site.Current deals offered to Fancy users are featured within aDeals tab at the top of the page, which makes it easy forFancy users to find.There is also an easy to find list of retailers on Fancy....
    • 6) Users can unlock special deals from retailers byclicking “Fancy It” on their product photos.These special deals are discount codes that can be usedat checkout on the retailer’s site.Current deals offered to Fancy users are featured within aDeals tab at the top of the page, which makes it easy forFancy users to find.There is also an easy to find list of retailers on Fancy....
    • 6) ...something which is missing onPinterest at the moment.
    • 6) ...something which is missing onPinterest at the moment.
    • 7) Fancy Widget - Allows users /brands to show their fancy‘ditems on their website or blog.The widget is compatible withBlogger, Typepad, Tumblr,self-hosted Wordpress blogs,and the users‘ / brands‘ ownwebsite
    • 7) Fancy Widget - Allows users /brands to show their fancy‘ditems on their website or blog.The widget is compatible withBlogger, Typepad, Tumblr,self-hosted Wordpress blogs,and the users‘ / brands‘ ownwebsite
    • 7) Pinterest widget allows users toshow their pinned items on theirwordpress blogs.
    • 7) Pinterest widget allows users toshow their pinned items on theirwordpress blogs.
    • 9) Both photo sharing websites Fancy andPinterest are joining the Facebook Timelineintegration.Either Pinterest Pins or Fancy‘d items will begrouped together on Facebook Timeline.
    • 9) Both photo sharing websites Fancy andPinterest are joining the Facebook Timelineintegration.Either Pinterest Pins or Fancy‘d items will begrouped together on Facebook Timeline.
    • 9) Both photo sharing websites Fancy andPinterest are joining the Facebook Timelineintegration.Either Pinterest Pins or Fancy‘d items will begrouped together on Facebook Timeline.
    • 9) Both photo sharing websites Fancy andPinterest are joining the Facebook Timelineintegration.Either Pinterest Pins or Fancy‘d items will begrouped together on Facebook Timeline.
    • Review.
    • Review.
    • Review. Almost unknow (outside the US)
    • Review. Almost unknow (outside the US) Very popular
    • Review. Almost unknow (outside the US) Very popular High level of engagement from tastemakers (50% re-fancies)- TheFancy occupies a niche
    • Review. Almost unknow (outside the US) Very popular High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market
    • Review. Almost unknow (outside the US) Very popular High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market Fancy is about visual discovery and a „natural“ home for fashion brands - only images
    • Review. Almost unknow (outside the US) Very popular High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into brands - only images very specific categories - images and videos
    • Review. Almost unknow (outside the US) Very popular High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into brands - only images very specific categories - images and videos Concept (purchase products on the site, deals) to generate revenues to become profitable
    • Review. Almost unknow (outside the US) Very popular High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into brands - only images very specific categories - images and videos Concept (purchase products on the site, deals) to generate Affiliate mode (Pinterest revenue = Sales from Pinterest links x revenues to become profitable affiliate fees)
    • Review. Almost unknow (outside the US) Very popular High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into brands - only images very specific categories - images and videos Concept (purchase products on the site, deals) to generate Affiliate mode (Pinterest revenue = Sales from Pinterest links x revenues to become profitable affiliate fees) Often fancied items can‘t easily be purchased on third party websites cause the links go to blogs or non-ecommerce websites
    • Review. Almost unknow (outside the US) Very popular High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into brands - only images very specific categories - images and videos Concept (purchase products on the site, deals) to generate Affiliate mode (Pinterest revenue = Sales from Pinterest links x revenues to become profitable affiliate fees) Often fancied items can‘t easily be purchased on third party More and more online-shops integrate ,Pin it‘ button on product websites cause the links go to blogs or non-ecommerce websites pages which link the pinned items directly back to the shop
    • Review. Almost unknow (outside the US) Very popular High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into brands - only images very specific categories - images and videos Concept (purchase products on the site, deals) to generate Affiliate mode (Pinterest revenue = Sales from Pinterest links x revenues to become profitable affiliate fees) Often fancied items can‘t easily be purchased on third party More and more online-shops integrate ,Pin it‘ button on product websites cause the links go to blogs or non-ecommerce websites pages which link the pinned items directly back to the shop Recommendation: Give it a try if you are from such areas as design, art, architecture, fashion, gadgets (either a brand or a merchand)
    • Review. Almost unknow (outside the US) Very popular High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into brands - only images very specific categories - images and videos Concept (purchase products on the site, deals) to generate Affiliate mode (Pinterest revenue = Sales from Pinterest links x revenues to become profitable affiliate fees) Often fancied items can‘t easily be purchased on third party More and more online-shops integrate ,Pin it‘ button on product websites cause the links go to blogs or non-ecommerce websites pages which link the pinned items directly back to the shop Recommendation: Give it a try if you are from such areas Recommendation: Give it a try if you sell products or if you as design, art, architecture, fashion, gadgets (either a have a website or blog containing nice images brand or a merchand)
    • Some guidance.
    • Some guidance.
    • Some guidance. Be with your luxury brand / high-end products (things people want on Fancy)
    • Some guidance. Be with your luxury brand / high-end products (things people want on Fancy) Monitor your products on Fancy & sell frequently ,fancied‘ items directly on Fancy - ,demand-driven commerce model‘. Then userw who pre-stated interest receive a notification.
    • Some guidance. Be with your luxury brand / high-end products (things people want on Fancy) Monitor your products on Fancy & sell frequently ,fancied‘ items directly on Fancy - ,demand-driven commerce model‘. Then userw who pre-stated interest receive a notification. Encourage your (potential) customers to register and follow your brand - on website (e.g. in the footer „Follow us on Fancy“), in blogs, social sites, tweak existing promotional email templates
    • Some guidance. Be with your luxury brand / high-end products (things people want on Fancy) Monitor your products on Fancy & sell frequently ,fancied‘ items directly on Fancy - ,demand-driven commerce model‘. Then userw who pre-stated interest receive a notification. Encourage your (potential) customers to register and follow your brand - on website (e.g. in the footer „Follow us on Fancy“), in blogs, social sites, tweak existing promotional email templates Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), the url will directly be linked with the image
    • Some guidance. Be with your luxury brand / high-end products (things people want on Fancy) Monitor your products on Fancy & sell frequently ,fancied‘ items directly on Fancy - ,demand-driven commerce model‘. Then userw who pre-stated interest receive a notification. Encourage your (potential) customers to register and follow your brand - on website (e.g. in the footer „Follow us on Fancy“), in blogs, social sites, tweak existing promotional email templates Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), the url will directly be linked with the image Put the Fancy button on your site. It‘s about things/products, so put it on your product sites.
    • Some guidance. Be with your luxury brand / high-end products (things people want on Fancy) Monitor your products on Fancy & sell frequently ,fancied‘ items directly on Fancy - ,demand-driven commerce model‘. Then userw who pre-stated interest receive a notification. Encourage your (potential) customers to register and follow your brand - on website (e.g. in the footer „Follow us on Fancy“), in blogs, social sites, tweak existing promotional email templates Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), the url will directly be linked with the image Put the Fancy button on your site. It‘s about things/products, so put it on your product sites.
    • Some guidance. Be with your lifestyle brand on Pinterest - Be with your luxury brand / high-end products (things people want home decor, recipe, gardening, entertainment, fashion sites / on Fancy) blogs on Pinterest Monitor your products on Fancy & sell frequently ,fancied‘ items directly on Fancy - ,demand-driven commerce model‘. Then userw who pre-stated interest receive a notification. Encourage your (potential) customers to register and follow your brand - on website (e.g. in the footer „Follow us on Fancy“), in blogs, social sites, tweak existing promotional email templates Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), the url will directly be linked with the image Put the Fancy button on your site. It‘s about things/products, so put it on your product sites.
    • Some guidance. Be with your lifestyle brand on Pinterest - Be with your luxury brand / high-end products (things people want home decor, recipe, gardening, entertainment, fashion sites / on Fancy) blogs on Pinterest Monitor your products on Fancy & sell frequently ,fancied‘ items Produce beautiful, aesthetic images of the products you want to directly on Fancy - ,demand-driven commerce model‘. Then sell because then it‘s more likely that users pin the products userw who pre-stated interest receive a notification. Encourage your (potential) customers to register and follow your brand - on website (e.g. in the footer „Follow us on Fancy“), in blogs, social sites, tweak existing promotional email templates Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), the url will directly be linked with the image Put the Fancy button on your site. It‘s about things/products, so put it on your product sites.
    • Some guidance. Be with your lifestyle brand on Pinterest - Be with your luxury brand / high-end products (things people want home decor, recipe, gardening, entertainment, fashion sites / on Fancy) blogs on Pinterest Monitor your products on Fancy & sell frequently ,fancied‘ items Produce beautiful, aesthetic images of the products you want to directly on Fancy - ,demand-driven commerce model‘. Then sell because then it‘s more likely that users pin the products userw who pre-stated interest receive a notification. Encourage your (potential) customers to register and follow your Mention Pinterest in other channels - other social sites, website / brand - on website (e.g. in the footer „Follow us on Fancy“), in blog / tweak existing promotional email templates blogs, social sites, tweak existing promotional email templates Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), the url will directly be linked with the image Put the Fancy button on your site. It‘s about things/products, so put it on your product sites.
    • Some guidance. Be with your lifestyle brand on Pinterest - Be with your luxury brand / high-end products (things people want home decor, recipe, gardening, entertainment, fashion sites / on Fancy) blogs on Pinterest Monitor your products on Fancy & sell frequently ,fancied‘ items Produce beautiful, aesthetic images of the products you want to directly on Fancy - ,demand-driven commerce model‘. Then sell because then it‘s more likely that users pin the products userw who pre-stated interest receive a notification. Encourage your (potential) customers to register and follow your Mention Pinterest in other channels - other social sites, website / brand - on website (e.g. in the footer „Follow us on Fancy“), in blog / tweak existing promotional email templates blogs, social sites, tweak existing promotional email templates Integrate Fancy in your SEO strategy (a thefancy.com url will Make sure that your potential customers have a Pinterest (invite automatically generate if an item around the web will be fancy‘d), only) profile - Be generous with inviting your potential customers/ the url will directly be linked with the image users Put the Fancy button on your site. It‘s about things/products, so put it on your product sites.
    • Some guidance. Be with your lifestyle brand on Pinterest - Be with your luxury brand / high-end products (things people want home decor, recipe, gardening, entertainment, fashion sites / on Fancy) blogs on Pinterest Monitor your products on Fancy & sell frequently ,fancied‘ items Produce beautiful, aesthetic images of the products you want to directly on Fancy - ,demand-driven commerce model‘. Then sell because then it‘s more likely that users pin the products userw who pre-stated interest receive a notification. Encourage your (potential) customers to register and follow your Mention Pinterest in other channels - other social sites, website / brand - on website (e.g. in the footer „Follow us on Fancy“), in blog / tweak existing promotional email templates blogs, social sites, tweak existing promotional email templates Integrate Fancy in your SEO strategy (a thefancy.com url will Make sure that your potential customers have a Pinterest (invite automatically generate if an item around the web will be fancy‘d), only) profile - Be generous with inviting your potential customers/ the url will directly be linked with the image users Put the Fancy button on your site. It‘s about things/products, so Use Pinterest for contests to create buzz put it on your product sites.
    • Some guidance.
    • Some guidance.
    • Some guidance. Encourage your Fancy followers to add the Fancy widget to their blogs, websites etc. to generate higher reach
    • Some guidance. Encourage your Fancy followers to add the Fancy widget to their blogs, websites etc. to generate higher reach Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), the url will directly be linked with the image
    • Some guidance. Encourage your Fancy followers to add the Fancy widget to their blogs, websites etc. to generate higher reach Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), the url will directly be linked with the image
    • Some guidance. Encourage your Fancy followers to add the Fancy widget to their Create your own Pinterest page (e.g. HappySocks: http:// blogs, websites etc. to generate higher reach pinterest.com/happysofficial/pins/) Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), the url will directly be linked with the image
    • Some guidance. Encourage your Fancy followers to add the Fancy widget to their Create your own Pinterest page (e.g. HappySocks: http:// blogs, websites etc. to generate higher reach pinterest.com/happysofficial/pins/) Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), Backlinks from Pinterest to your website the url will directly be linked with the image
    • Some guidance. Encourage your Fancy followers to add the Fancy widget to their Create your own Pinterest page (e.g. HappySocks: http:// blogs, websites etc. to generate higher reach pinterest.com/happysofficial/pins/) Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), Backlinks from Pinterest to your website the url will directly be linked with the image Identify important influencers for your business and offer exclusive content, encourage them to interact with you, e.g. offer exclusive discounts, promotions etc.
    • Some guidance. Encourage your Fancy followers to add the Fancy widget to their Create your own Pinterest page (e.g. HappySocks: http:// blogs, websites etc. to generate higher reach pinterest.com/happysofficial/pins/) Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), Backlinks from Pinterest to your website the url will directly be linked with the image Identify important influencers for your business and offer exclusive content, encourage them to interact with you, e.g. offer exclusive discounts, promotions etc. Engage with users - ask for customer feedback by encouraging them to re-pin their favorite products in your catalog > strengtehns relationship
    • Some guidance. Encourage your Fancy followers to add the Fancy widget to their Create your own Pinterest page (e.g. HappySocks: http:// blogs, websites etc. to generate higher reach pinterest.com/happysofficial/pins/) Integrate Fancy in your SEO strategy (a thefancy.com url will automatically generate if an item around the web will be fancy‘d), Backlinks from Pinterest to your website the url will directly be linked with the image Identify important influencers for your business and offer exclusive content, encourage them to interact with you, e.g. offer exclusive discounts, promotions etc. Engage with users - ask for customer feedback by encouraging them to re-pin their favorite products in your catalog > strengtehns relationship Don‘t affix a price tag on your products if you want them to be shared
    • How does ,Live love tea‘ usethefancy.com for business purposes?
    • LIVE LOVE TEA Premium onlineretailer of gourmet tea, cookies, tea cakes, sweeteners and teaware.
    • Fancy button on eachlivelovetea.com product detail page LIVE LOVE TEA Premium online retailer of gourmet tea, cookies, tea cakes, sweeteners and teaware.
    • Fancy button on eachlivelovetea.com product detail page LIVE LOVE TEA Premium online retailer of gourmet tea, cookies, tea cakes, sweeteners and teaware.
    • Fancy ,brands store‘ Fancy button on eachlivelovetea.com product detail page LIVE LOVE TEA Premium online retailer of gourmet tea, cookies, tea cakes, sweeteners and teaware.
    • Each fanciedproduct has been fancied by the owner of ,LiveLove Tea‘, Peter Quash
    • Fancy ,brands store‘ Fancy button on eachlivelovetea.com product detail page LIVE LOVE TEA Premium online retailer of gourmet tea, cookies, tea cakes, sweeteners and teaware.
    • Fancy ,brands store‘ Fancy button Fancy on each something fromlivelovetea.com Live Love Tea, product detail unlock a special page LIVE LOVE TEA reward... Premium online retailer of gourmet tea, cookies, tea cakes, sweeteners and teaware.
    • Fancy ,brands store‘ Fancy button Fancy on each something fromlivelovetea.com Live Love Tea, product detail unlock a special page LIVE LOVE TEA reward... Premium online retailer of gourmet tea, cookies, tea cakes, sweeteners and teaware.
    • Fancy ,brands store‘ Fancy button Fancy on each something fromlivelovetea.com Live Love Tea, product detail unlock a special page LIVE LOVE TEA reward... Premium online retailer of gourmet tea, cookies, tea cakes, sweeteners and teaware. Live Love Tea doesn‘t promote its Fancy presense on Twitter and Google+
    • Fancy ,brands store‘ Fancy button Fancy on each something fromlivelovetea.com Live Love Tea, product detail unlock a special page LIVE LOVE TEA reward... Premium online retailer of gourmet tea, cookies, tea cakes, sweeteners and teaware. Live Love Tea doesn‘t promote its Fancy presense on Twitter and Google+
    • Fancy ,brands store‘ Fancy button Fancy on each something fromlivelovetea.com Live Love Tea, product detail unlock a special page LIVE LOVE TEA reward... Premium online retailer of gourmet tea, cookies, tea cakes, sweeteners and teaware. Live Love Live Love Tea Tea doesn‘t promotes its Fancy promote its Fancy presense on presense on Facebook Twitter and Google+
    • Live Love Tea tries to use thefancy.com toincrease traffic and sales on their platformbut the number of fancied items is prettylow though they offer a discount of 15%price off if users fancy a product. It‘sobviouse that both potential goals cannotbe reached properly at the moment.
    • How does ,Oscar de la Renta‘ use Pinterestfor business purposes?Alex Bolen, CEO: “Pinterest has got a lot ofmomentum right now, and we want to beinvolved with people [and platforms] who havemomentum.“
    • Oscar de la Renta decided to usePinterest to promote abridal collection show
    • Website Oscar de la Renta decided to usePinterest to promote abridal collection show
    • Website Oscar de la Renta decided to usePinterest to promote abridal collection show
    • Website Live pinning before during & after the bridal collection show Oscar de la Renta decided to usePinterest to promote abridal collection show
    • 333 FacebookLikes 16.697 followers, 382 pins
    • Website Live pinning before during & after the bridal collection show Oscar de la Renta decided to usePinterest to promote abridal collection show
    • Website Live pinning before during & after the bridal collection show Oscar de la Renta decided to usePinterest to promote abridal collection show Facebook
    • Website Live pinning before during & after the bridal collection show Oscar de la Renta decided to usePinterest to promote abridal collection show Facebook
    • Website Live pinning before during & after the bridal collection show Oscar de la Renta decided to use Pinterest to promote a bridal collection showTumblr Blog Facebook
    • Website Live pinning before during & after the bridal collection show Oscar de la Renta decided to use Pinterest to promote a bridal collection showTumblr Blog Facebook
    • Website Live pinning People tweet before during & about the ,live after the bridalpinning‘ promotion collection show Oscar de la Renta decided to use Pinterest to promote a bridal collection show Tumblr Blog Facebook
    • Search for ,Oscar de la Renta bridal‘
    • Oscar de la Renta is collaborating on aproject with Fancy due to its moreecommerce-oriented business model.Oscar de la Renta took the chanceoffered by the new platform, Pinterest, togenerate some extra buzz for the show -a bit like ,First come, first serve‘.
    • Oscar de la Renta‘s Pinterestpromotion brings us to the nextpoints: Instagram and Tumblr
    • Facts Instagram Photo-sharing-app for iPhone and Android devices Statistics (April 2012) 30 Mio users ,App of the year‘ in 2011 Images - provided with a description - can directly and quickly be shared on Facebook, Twitter, Tumblr, Foursquare, via Email Other users can ,like‘, ,comment‘ directly within the app
    • Facebook bought Instagram but why?„Acquiring Instagram will give Facebook anopportunity to learn how users are sharingphotos across various social networks whichcan ultimately inform Facebook on how toevolve their network with the conversion ofmobile, social and location.“
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    • Instagram - Some guidance
    • Instagram - Some guidance
    • Instagram - Some guidance Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly be shared
    • Instagram - Some guidance Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly be shared Let your Twitter followers and Facebook friends find you easily
    • Instagram - Some guidance Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly be shared Let your Twitter followers and Facebook friends find you easily User-generated-content campaign (e.g. run a contest) through Instagram. It can create a strong bond between brand & customer, it creates an interactive two-way communication
    • Instagram - Some guidance Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly be shared Let your Twitter followers and Facebook friends find you easily User-generated-content campaign (e.g. run a contest) through Instagram. It can create a strong bond between brand & customer, it creates an interactive two-way communication Connecting with consumers / creating an active community through visual storytelling and invite them to hashtag your brand as a mechanic to enter a sweepstake. On the one hand, it‘s a good way to crowdsource the photos for your brand but increased brand visibility
    • Instagram - Some guidance Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly be shared Let your Twitter followers and Facebook friends find you easily User-generated-content campaign (e.g. run a contest) through Instagram. It can create a strong bond between brand & customer, it creates an interactive two-way communication Connecting with consumers / creating an active community through visual storytelling and invite them to hashtag your brand as a mechanic to enter a sweepstake. On the one hand, it‘s a good way to crowdsource the photos for your brand but increased brand visibility The Instagram API allows the brand to pull Instagram images into an Instagram feed on the website
    • Instagram - Some guidance Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly be shared Let your Twitter followers and Facebook friends find you easily User-generated-content campaign (e.g. run a contest) through Instagram. It can create a strong bond between brand & customer, it creates an interactive two-way communication Connecting with consumers / creating an active community through visual storytelling and invite them to hashtag your brand as a mechanic to enter a sweepstake. On the one hand, it‘s a good way to crowdsource the photos for your brand but increased brand visibility The Instagram API allows the brand to pull Instagram images into an Instagram feed on the website Instagram can be used for the purpose of brand development (around 200 big companies use the platform, e.g. many fashion brands: Gucci, Oscar de la Renta, Burberry, Dolce & Gabbana, Urban Outfitters, Levi‘s, H&M, Asos, Topshop)
    • Instagram - Some guidance Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly be shared Let your Twitter followers and Facebook friends find you easily User-generated-content campaign (e.g. run a contest) through Instagram. It can create a strong bond between brand & customer, it creates an interactive two-way communication Connecting with consumers / creating an active community through visual storytelling and invite them to hashtag your brand as a mechanic to enter a sweepstake. On the one hand, it‘s a good way to crowdsource the photos for your brand but increased brand visibility The Instagram API allows the brand to pull Instagram images into an Instagram feed on the website Instagram can be used for the purpose of brand development (around 200 big companies use the platform, e.g. many fashion brands: Gucci, Oscar de la Renta, Burberry, Dolce & Gabbana, Urban Outfitters, Levi‘s, H&M, Asos, Topshop) Geotag photos if your brand has a defined location or more than one location, geotag photos to create location footprints
    • Ideas for postings if you‘re a brand
    • Ideas for postings if you‘re a brand
    • Ideas for postings if you‘re a brand Behind the scenes images
    • Ideas for postings if you‘re a brand Behind the scenes images Exclusive images on Instagram
    • Ideas for postings if you‘re a brand Behind the scenes images Exclusive images on Instagram Use #hashtags to organize photos related to different topics (e.g. events, campaigns etc)
    • Ideas for postings if you‘re a brand Behind the scenes images Exclusive images on Instagram Use #hashtags to organize photos related to different topics (e.g. events, campaigns etc) Run a contest
    • Example 1:Burberry is using Instagram (http://web.stagram.com/n/burberry/)as part oftheir Art of the Trench campaign. Users canshare images of trench coats and tag themwith the campaign hashtag #ArtoftheTrench
    • Example 2:Ford is using Instagram for their new FordFiesta. Users can share images which arerelated to many Fiesta innovations in terms ofstyle, form, technique. 16.000 images wereshared and tagged with the campaignhashtag #fiestagram within 7 weeks
    • Facts Tumblr Launched: April 27th, 2007 Founded by David Karp Microblogging platform Statistics (March 28th, 2012) 50 Mio hosted blogs / 20 Billion posts Main audience: US (45%) of visitors Alexa ranking: 38 (April 2012) Revenues: Till now: Highlighting of blogposts for their followers. (a viable business plan still lacks) In future (as of May 2nd, 2012), Karp just announced on April 18th, 2012, that the featured spot on the Tumblr dashboard is going up for sale to advertisers. Facebook Timeline integration: Users can now toggle “send to Facebook” when they’re posting, as well as share replies and likes on the Facebook Timeline
    • Tumblr isn’t for everyone.The audience tends to be a bit edgy andrequires visual content.Regardless, for the right organization, Tumblr’sease of use, viral nature and active users canprovide a powerful publishing platform.
    • Tumblr - Some guidance
    • Tumblr - Some guidance Tumblr is dead simple - easy to set up and customize
    • Tumblr - Some guidance Tumblr is dead simple - easy to set up and customize One of the most visually appealing and user-friendly platforms out there
    • Tumblr - Some guidance Tumblr is dead simple - easy to set up and customize One of the most visually appealing and user-friendly platforms out there Tumblr lets you effortlessly share anything. Post text, photos, quotes, links, music, and videos, from your browser, phone, desktop, email, or wherever you happen to be.
    • Tumblr - Some guidance Tumblr is dead simple - easy to set up and customize One of the most visually appealing and user-friendly platforms out there Tumblr lets you effortlessly share anything. Post text, photos, quotes, links, music, and videos, from your browser, phone, desktop, email, or wherever you happen to be. Content hosted on Tumblr: if Tumblr goes down, your site goes down. Most of the time add on to the website.
    • Tumblr - Some guidance Tumblr is dead simple - easy to set up and customize One of the most visually appealing and user-friendly platforms out there Tumblr lets you effortlessly share anything. Post text, photos, quotes, links, music, and videos, from your browser, phone, desktop, email, or wherever you happen to be. Content hosted on Tumblr: if Tumblr goes down, your site goes down. Most of the time add on to the website. Tumblr is a platform but also a community, allowing users to share content, interact with others and follow blogs thar are relevant to their interests
    • Tumblr - Some guidance Tumblr is dead simple - easy to set up and customize One of the most visually appealing and user-friendly platforms out there Tumblr lets you effortlessly share anything. Post text, photos, quotes, links, music, and videos, from your browser, phone, desktop, email, or wherever you happen to be. Content hosted on Tumblr: if Tumblr goes down, your site goes down. Most of the time add on to the website. Tumblr is a platform but also a community, allowing users to share content, interact with others and follow blogs thar are relevant to their interests Define objectives: you won‘t be pulling in the the dollars directly via Tumblr, but you‘ll be engaging with them and perhaps building a stronger base for future business
    • Tumblr - Tumblelogs, the lifestylemicroblogging platform. Use tumblr for your business: If you‘re a creative, a blogger or do something in terms of lifestyle, e.g. http:// oscarprgirl.tumblr.com/, http://glamour.tumblr.com/ (+) Don‘t use tumblr for your business: If you don‘t have visual or other interesting content (-)
    • The last example picks up Oscar dela Renta again.
    • The Oscar de la Renta Tumblr, oscarPRgirl,was created last September in time for Fall2011′s New York Fashion Week. The Tumblraccount uploaded photos of the show in real-time as the entire show streamed in thecenter of the page. The tumblr blog has veryactive users (many likes and rebloggs).
    • OscarPRgirl is represented on the most recent and upcoming platformsand includes it in existing platforms, like Twitter or even Tumblr.She has more than 122.000 followers on twitter. Time Magazine includedit in the list of the 140 best twitter feeds in 2012.OscarPRGirl gives followers an insight into the Oscar de la Renta fashionhouse with news, links, Instagram photos, and Youtube videos. It makesfollowers feel as if they are part of the Oscar de la Renta PR team.Instagram photos - btw more than 42.000 followers - will be posted totumblr, twitter, facebook (more than 360.000 fans).
    • Summary across all consideredplatforms.
    • 1) Invest time on forecasting digitaltrends:Spend a bit of time weekly trying topredicts trends in web 2.0 and analyzingyour competitors’ actions. It might beworthwile!
    • 2) Don‘t consider the social media platform- you plan to hop on - separately. It shouldbe included in your existing social mediastrategy and other existing systems. Theplatforms where you‘re represented shouldbe linked to each other.
    • 3) But you have to ask yourself - Regardless of theplatform, tool, app, community, blog... - if you want to,if you should hop on each trend.You have to ask yourself if you‘re able to manageeach platform in a proper and specific way - eachsite etc has different requirements in terms ofusage, users, content. If you don‘t have theressources to maintain it properly - then don‘t do it!
    • Cheers.