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Course 9 - Social media

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  • 1. Class 9 Antofagasta,  Chile,  July  2011  www.de-­‐pe.com    @depeteam  With  the  Support  of:   1  
  • 2. •  PEOPLE•  INTRO TO SOCIAL MEDIA•  INBOUND VS OUTBOUND MARKETING•  SOME SOCIAL MEDIA TOOLS•  SUMMARY•  GROUP WORK
  • 3. Los emprendedores invitados
  • 4. VOZchange through beauty.
  • 5. Our mission is simple: To make fashion more fair,and fair trade more fashionable.
  • 6. Our Team Jasmine Aarons Kyra Davis CEO & Design Director COO & Cofounder jasmine@madebyvoz.com kyra@madebyvoz.com Caitlin Reimers Karen Ladenheim Haily Zaki Financial Director Design Workshop Director Marketing Advisorcaitlin@madebyvoz.com karen@madebyvoz.com haily@madebyvoz.com
  • 7. The fashion industry is broken.
  • 8. Sweatshops
  • 9. Pesticides
  • 10. Dye Contamination
  • 11. Disposable-qualityclothing
  • 12. Consumers want alternativesthey look good in and can feelgood about.
  • 13. In 2010, fair trade sales grew in allcountries, notably 40% in the UK and 23% in the USA. - Fair Trade Labeling Organizations International (FLO).
  • 14. 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
  • 15. Opportunity:Addressable Market• $1-$1.2B sub-set of the ~$13B luxury retail and$290B US Lifestyle, Health and Sustainabilitymarket.*• Europe represents additional $2b marketopportunity*This estimation synthesizes research segmenting the U.S retail market byprice, sex, purchasing incidence, channel, purchase criteria, age andsocioeconomic status.
  • 16. Trend-driven,Fair SustainableTrade + Production + collaborative = Fashion Design Fair Trade 3.0 VOZ change through beauty
  • 17. Eco-FashionExamples from theorganic cottonindustry Trinity Hae Now Natural Organic (shirt & apron) Clothes
  • 18. EthnicFair TradeFeria Indígena:January, Santiago,Chile 2011
  • 19. EthnicFair Trade Hand-woven Bags: $20 USD Ethnic Belts: $25 USD Small Purses: $10 USD
  • 20. High Fashion plagiarizes ethnic designs while exploiting and polluting. Mapuche Design (without credit) Textile SweaterBanana Republic $524 USD Ethnic Purse $184 USD Poncho $365 USD
  • 21. Customers have shown they ll buy organic if the clothes look good and are priced right… -Karolina Dobowicz, H&M
  • 22. made byvoz
  • 23. Add thesweater and dress
  • 24. [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 $300]
  • 25. connectingworlds
  • 26. Fair Trade Fashion Eco Friendly Ethnic Craft
  • 27. Fair Trade Fashion Ethnic Craft Eco Friendly
  • 28. Fair Trade Fashion Ethnic Craft Eco Friendly
  • 29. Fair Trade Fashion Ethnic Craft Eco Friendly
  • 30. Our designs are desired.
  • 31. Our production is pristine.
  • 32. Natural Wool
  • 33. Dyed withlocal plantsand berries
  • 34. Hand Spun
  • 35. Woven on hand looms
  • 36. In rural Araucanía, Chile
  • 37. by Mapuche women
  • 38. Design: artisans’ ideas, adapted to market demandalpha prototype designers adaptation artisans’ drawings
  • 39. VOZ connects designers, seamstresses, and expert indigenousartisans, forming a strong design and production team. ress eamst Expert S Expert W eavers
  • 40. VOZ completes final quality control, applies packaging andmarketing, then distributes products to clients worldwide. VOZ manages products and distribution delivers
  • 41. VOZ will scale.Grows Grows Grows Grows Grows
  • 42. Distribution Channels Our Website www.madebyvoz.com
  • 43. Distribution Channels Trade showsPresented with the Chol Chol Foundation, California Gift Show 2010
  • 44. Distribution Channels Online PurveyorsEthicmode.com shoppista.com
  • 45. VOZ is committed to: Promoting sustainable practices, empowering indigenous women professionally, financially & creatively& bringing beautiful, timeless designs to the market.
  • 46. VOZchange through beauty.
  • 47. Our Team Jasmine Aarons Kyra Davis CEO & Design Director COO & Cofounder jasmine@madebyvoz.com kyra@madebyvoz.com Caitlin Reimers Karen Ladenheim Haily Zaki Financial Director Design Workshop Director Marketing Advisorcaitlin@madebyvoz.com karen@madebyvoz.com haily@madebyvoz.com
  • 48. key value customer activities proposition relationships key customerpartners segments cost revenuestructure key streams resources channels 56
  • 49. Social Media es como la primera vez (uds saben). !"#$%&()*$%$+&$,)-)).+)/0 Todos lo quieren hacer, nadie sabe 12)34".)5%.-+-"*"$-06"7"*4,."5+8"50 cómo.Cuando por fin lo hacen, sorpresa, no fue taaaan bueno… !"#$%& (%)&#*+,!$%-./#0&,1"%$23-#&/+,4552-3photo by Zellaby on flickr.com
  • 50. Social Media es un término general quedefine variadas actividades que integran !"#!$%&()&*$!"&$+#,(-.*$#/!(+(!(&*$!"#!$()!&0,#!&$tecnología, interacción social y la !&/")-1-023$*-/(#1$()!&,#/!(-)3$#)%$!"&$/-)*!,./!(-)$construcción de mundos, imágenes, videosy!""#$%%&&&&()(#*+(,-./ audio… www.wikipedia.org
  • 51. Social Media Landscape
  • 52. Why?
  • 53. Por Qué Ocuparla?=>7/-?(@A3 DE CADA 4 PERSONAS USAN TECNOLOGIA SOCIAL MEDIA (USA)!"#$%&"()%*)+,$-"./#$0&%&"&)#/$1*"#20)1)345!"##$%&$#()*$(+#",&*(-.(/"0123()$0*4"3"56(78"9&1"4(:;;<
  • 54. !"#$%&() !"#$%&"()*+,-."/0+!$012-"32"-4+4%0$-1+22/3 DE LA POBLACION MUNDIAL VISITA SOCIAL NETWORKS 51&1-&+#1$02"-6+37&8!"#$%#&()$*+,$(-,.#%(/(!#01*23#4(5$,.#%(6778
  • 55. !"#$%&()PORQUE  VISITAR  SITIOS  SOCIALES  ES  AHORA  LA  CUARTA  ACTIVIDAD  !"#$%&"()&)*)+,&-#)$.&)*"&)&+-/*0"1*02-&*3-3%.$4-+.)+"$#*)()*5 $0"$6-73"4&-+$."2$).8ONLINE  MAS  POPULAR,  SOBRE  EL  EMAIL.  !"#$%#&()$*+,$(-,.#%(/(!#01*23#4(5$,.#%(6778photo by Bruno Girinon flickr.com
  • 56. REASON #4!"#$%&"()*"&+",(-,&-#)$.,"(/-01& TIEMPO  USADO  EN  REDES  SOCIALES  ESTA   CRECIENDO  3  VECES  LO  QUE  CRECE  LA  )&20-/),2$(34(5"-6"0$..7,("0,"(0$("8 PENETRACION  DE  INTERNET  (10%  TIEMPO  TOTAL)  $##-%,(),29-0:;<=-9$..7,("0,"(()*">!"#$%#&()$*+,$(-,.#%(/(!#01*23#4(5$,.#%(6778
  • 57. !356789:SOCIAL  MEDIA  ESTA  DEMOCRATIZANDO  LAS  !"#$%&"&(#)$*+",)$)&,"+(#-$.)/)01#(++%0)#$.)(0&2COMUNICACIONES.  !)1.)+"2 !"#$%&&()*+,*,$+-.+%(*.$"*/&0"1*202)* los   …está  cambiando  el  poder  desde   editores,  publicistas,  lo  establecido,  lo   -1&3*.$"*"4+.&1,5*.$"*/67+,$"1,5* elite  de  la  media,  hacia  la  gente…  las   .$"*",.27+,$3"%.5*.$"*3"4+2*"+."8* personas  ahora  6enen  el  control.   !"#$%&("%)*+,-./*01/($)2134&%$#%$4$"%
  • 58. REASON #6!"#$%&"&(#)$*+",)$)&*)-"   SOCIAL  MEDIA  ES  COMO  “EL  BOCA  A BOCA”  P.(/,(0+(%12   ERO  CON  ESTEROIDES   (3&1"/(),&4  
  • 59. Qué dicen losusuarios de social media?
  • 60. 93% de los usuarios de social media creen que una !"#$%&$%()*+$,-.)*$/-0$1-+)-2-$*$(%,3*45$ empresa debe tener presencia en Social Media. 6%/+.$6*2-$*$30--4(-$)4$%()*+$,-.)*7!"#$%&()*#$))&*#&+",*-.&/$0*-&+1(02%&+$31$45$6&7889&
  • 61. 85% de los usuarios de social media creen que una !"#$%&$%()*+$,-.)*$/-0$1-+)-2-$34*3$*$(%,5*67$empresa debe ir más allá de sólo tener presencia en 4%/+.$8%$&/034-0$34*6$9/3$4*2)68$*$50--6(-$redes sociales, también debe interactuar con sus %6$%()*+$)3-$*6.$4%/+.$*+%$)63-0*(3clientes constantemente. :)34$)3$(/3%,-0;$!"#$%&()*#$))&*#&+",*-.&/$0*-&+1(02%&+$31$45$6&7889&
  • 62. Social MediaEstamos listos para nuestra primera vez?
  • 63. The old school- Outbound Mkt.
  • 64. The old school- Outbound Mkt. Comunicación  
  • 65. Problem  
  • 66. The new school- Inbound Mkt. Comunicación  
  • 67. The new school- Inbound Mkt.
  • 68. Inbound Marketing- Why?•  Compromiso  del  Consumidor  •  Poder  del  Consumidor  •  Medición  de  resultados  •  Eficiente  •  Costo  del  Adquisición($$$)  
  • 69. Inbound Marketing- Why? Lead  Cost   60%  Lower   Outbound   Inbound   Outbound   Inbound  
  • 70. B2B vs B2C
  • 71. Social media andmore
  • 72. Facebook  
  • 73. Twier  
  • 74. LinkedIn  
  • 75. Youtube.com  
  • 76. Flickr.com  
  • 77. Caso: Estrategia de Depe Blog   Facebook   Twier  
  • 78. Qué hacemos?
  • 79. photo by cyndie@smilebig! on flickr.com Definan su estrategia de Social Media…
  • 80. photo by eye2eye on flickr.com Paren de pensar campañas de marketing y comienzen a conversar con clientes a través estas herramientas.
  • 81. Si tienen dudas o problemas, pidan ayuda!! Siemprehay alguien que sabe más que uno…
  • 82. No asuman que social media es la respuesta para todo,es sólo una herramienta.
  • 83. 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.
  • 84. A ensuciarse lasmanos
  • 85. 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?

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