eModeration white paper: how fashion retailers use social media

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Fashion is a natural fit with social media. How should fashion brands harness its power, who is doing it right and what are the mistakes to avoid?

Fashion is a natural fit with social media. How should fashion brands harness its power, who is doing it right and what are the mistakes to avoid?

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  • 1. How Fashion Retailers use Social Media Fashion is a natural fit with social media. How should fashion brands harness its power, who is doing it right and what are the mistakes to avoid?Authored by Tamara Littleton July 2012Authored by Date For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com 26 eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK 2012
  • 2. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 1 John Lewis virtual dressingroom Type chapter title (level 2) ..................................................................................................................................................... 2 Fashion retailers and Type chapter title (level 3) .............................................................................................................................................. 3 social media Type chapter title (level 1) 4 Type chapter title (level 2) fit with social Fashion is a natural ..................................................................................................................................................... 5 Typemedia. We take photos of clothes chapter title (level 3) .............................................................................................................................................. 6 we love and share them with our friends on Facebook and Twitter;Contents pin clothes we lust after onto we Pinterest boards; we watch Contents Error! Bookmark not defined. Fashion Week unfold on video Being social in a regulated world ..................................................... Error! Bookmark not defined. streams. In River Island, we can Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. tweet straight from the fitting The opportunities for social media for financial services companiesError! Bookmark not defined. room mirror and in John Lewis we Setting the rules of engagement ...................................................... Error! Bookmark not defined. can try on clothes in a virtual over social media ............................. Error! Bookmark not defined. Crisis and risk management fitting room and, as with Republic’s new service, discuss our choices with friends on Facebook and Twitter. We’ve created a new way of discovering fashion: magazine editors are celebrities on Twitter, a new wave of fashion bloggers are being courted by brands straightContents college. Brands are hitting big on social channels: Converse, the biggest social brand in from the world, has 31 million ‘likes’ on its Facebook page, and regularly gets thousands (in one Contents Error! Bookmark not defined. case, hundreds of thousands) of comments or likes for each of its posts and photos. And Being social in a regulated world ..................................................... Error! Bookmark not defined. every week, it seems, a new piece of research comes out telling us that Pinterest is becoming Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. increasingly important to fashion retail. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. It’s Crisis and risk street fashion brands which are doing well on social media. Perhaps the not just high management over social media ............................. Error! Bookmark not defined. surprise success stories are the luxury fashion brands: Burberry (see focus box, below) has 13 million fans on Facebook; Armani Media Engagement Facebook, Organisations eModeration: The Guide to Social has 3.2 million fans onfor Financial and nearly 3000 people took the time to ‘like’ the brand’s new collection photographs on its Facebook timeline. Of course, retailers have moved beyond simply gathering likes and followers on their social channels. It’s what they do with those likes that counts. And there are some big opportunities for social fashion brands. 2
  • 3. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 1. Socialising the customer experience Type chapter title (level 3) .............................................................................................................................................. 3 How to do customer service well on social media is a paper topic in itself (has produced a 4 Type chapter title (level 1) good series of papers on the subject), and so we’ll limit ourselves here to looking at some of Type chapter title (level 2) ..................................................................................................................................................... 5 Typethe mosttitle (level 3)things (in our view) that brands are doing online to improve the overall chapter interesting .............................................................................................................................................. 6 customer experience.Contents Scratch the surface of fashion and social customer service, and one brand just keeps cropping up. ASOS has set up its ‘ASOS Here to Help’ sub-brand for Twitter and Facebook, to Contents Error! Bookmark not defined. take customer service issues off its main pages and into a dedicated customer service channel. social in a regulated world ..................................................... Error! Bookmark not defined. Being The objective for a dedicated customer service page like this one is very different to the main social pages for awith their bank? Banks are boring, right?Error! Bookmarksense: Who wants to ‘engage’ fashion brand, and so splitting them out makes a lot of not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. where a brand might target volume, reach, sharing etc on its main pages, it’s likely to focus Setting the rules of engagement ...................................................... Error! Bookmark not defined. on Crisis and risk management over social mediaservice page (and no doubt in some defined. speed and rates of resolution on its customer ............................. Error! Bookmark not cases actively trying to avoid social sharing). It’s much harder to split this strategy on a single page. Also, it takes the fairly mundane posts (“hey, we shipped your order on Tuesday,” or “that top you asked about is 76 cm long”) out of circulation of the main pages, and avoids boringContents people who want less specific engagement with the brand. those Contents Error! Bookmark not defined. According to SocialBakers, Sephora, Nike Running and Next show the most ‘devotion’ to customers on Facebook and Twitter ..................................................... Error! Bookmark notalso one Being social in a regulated world (judged by response rates to posts). New Look is defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. to watch, and according to some reports beats both ASOS and Top Shop for social The opportunities for social media for financial services companiesError! Bookmark not defined. engagement, rules ofwith a heavy focus on customer service. LikeError! Bookmark not defined. Setting the again engagement ...................................................... ASOS, it has created a community around its DailyNewLook site, which brings consumers Error!the New Look world Crisis and risk management over social media ............................. into Bookmark not defined. rather than relying on Facebook and Twitter. eModeration: The Guide to Social Media Engagement for Financial Organisations 2 ASOS Twitter Customer Service 3
  • 4. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 2. Learning from reviews, research and development Type chapter title (level 3) .............................................................................................................................................. 3 According to research by Reevoo, recommendations from friends are the most influential Type chapter title (level 1) 4 driver for UK shopping habits, followed closely by what we assume is the next best thing - Type chapter title (level 2) ..................................................................................................................................................... 5 Typereviews by other consumers. It’s interesting that Reevoo’s research results rated chapter title (level 3) .............................................................................................................................................. 6 recommendations above advertising, or advice from sales assistants. It also found that 88 per cent of consumers consult reviews before buying, and 60 per cent were more likely to buyContents a site that included reviews. (It is worth noting that Reevoo is a service that promotes from customer reviews, so its angle on the research isn’t strictly impartial, but the findings ring true.) Contents Error! Bookmark not defined. Of course, the danger of reviews is that your customers will say negative things about your product or yourin a regulated world ..................................................... Error! Bookmark not defined. Being social customer service. On the plus side, that means you can do something to improvewantsproduct or your customer service. (See our white paper A Guide to Managing Who your to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. and Moderating Customer Review Sites for information on how to deal with negative Setting the rules of engagement ...................................................... Error! Bookmark not defined. reviews.) Crisis and risk management over social media ............................. Error! Bookmark not defined. Used cleverly, social media can be a great way of harnessing the power of the community to test new designs and bring key consumers into the research and development process (withContents a considerable saving on the R&D budget). Voting on designs, testing ‘limited edition’ pieces or just listening to what your customers are saying about you are all tried and tested methods Contents Error! Bookmark not defined. of crowdsourcing opinions in order to inform production. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 3 Hush Puppies competition 4
  • 5. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 3. Personalisation and promotion Type chapter title (level 3) .............................................................................................................................................. 3 The same principle (level 1)to personalising pieces. Burberry lets you design your own trench 4 Type chapter title applies coat, adding to the basic design - and the price - with choice of style, colour, fabric and Type chapter title (level 2) ..................................................................................................................................................... 5 Typelining; and essential additions such as a black mink warmer and monograms. It’s a worthwhile chapter title (level 3) .............................................................................................................................................. 6 exercise for the brand; you can easily treble the price of a basic trench coat with a bit of personalisation and a few accessories thrown in.Contents Contents Error! Bookmark not defined. Ted Baker has goneregulated world ..................................................... Error! Bookmark not defined. Being social in a a step further and is creating art from images of its customers wearing pieces from its to ‘engage’ with theirin-store Banks are boring, right?Error! Bookmark not defined. Who wants new collection. In an bank? campaign called ‘Ted’s Drawing Room’, The opportunities for social media for financial services companiesError! Bookmark not defined. customers pose in front of an Instagram photo booth, and 100 of them will be transformed Setting the rules of engagement ...................................................... Error! Bookmark not defined. into artwork by a team of fashion illustrators. The artwork will be used in stores, andnot defined. Crisis and risk management over social media ............................. Error! Bookmark on Facebook (and customers get to keep the signed, framed illustration). But exercise caution: the beauty of using your customers in social media campaigns is also itsContents danger: no matter how well you think you know your audience, you often can’t predict (and you certainly can’t control) what they’ll do. UK retailer Next ran a competition to find its next Contents Error! Bookmark not defined. model, but hadn’t anticipated a Facebook campaign which manipulated the voting to propel unlikely candidate Roland Bunce to the top spot, with 26,000 public votes, waydefined. Being social in a regulated world ..................................................... Error! Bookmark not above Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. his nearest competitor’s measly 97 votes. (The rather sad end to the tale was that Bunce The opportunities for social media for financial services companiesError! Bookmark not defined. withdrew fromrules competition, because of online abuse and taunts.) Bookmark not defined. Setting the the of engagement ...................................................... Error! Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 4 Burberry allows you to design your own trenchcoat 5
  • 6. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 4. Life beyond Facebook Type chapter title (level 3) .............................................................................................................................................. 3 You’d chapter title for thinking that social media is all about Facebook and Twitter; not so. We4 Type be forgiven (level 1) couldn’t write about fashion and social media without giving a shout out to the new kid on Type chapter title (level 2) ..................................................................................................................................................... 5 Typethe block, Pinterest, which now reportedly drives more new customers than Facebook. chapter title (level 3) .............................................................................................................................................. 6 Fashion is the most obvious beneficiary of pins - what could be better than to while away a lunch hour lusting after the contents of our friends’ ‘my style’ boards - and retailers ignore it atContents peril. Most fashion brands are just getting started on Pinterest; even ASOS is a relatively their newbie here, with around 1,500 repins and just 27 ‘likes’. Victoria’s Secret has turned over its Contents Error! Bookmark not defined. Pinterest page to the ‘VS Teeny Bikini’, encouraging users to ‘share your own VS bikini pix through Twitter,in a regulated world ..................................................... Error! Bookmark notor so Being social Instagram or Pinterest.” How well it works isn’t recorded; while 12,000 defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. people are following the pins, only 188 pictures have been pinned to date. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Pinterestand risk management over social media ............................. Error!a brand can do is to Crisis discourages overt self-promotion, so the most effective thing Bookmark not defined. give its content repin appeal: make it visually appealing, optimised with relevant keywords and links, and watermarked (so that the origin of your image doesn’t rely on another user copying and pasting accompanying text).Contents (For a complete run down on how to get started on and run Pinterest boards, see our ebook, Contents Error! Bookmark not defined. The Complete Pinterest Guide for Brands, which tells you everything you need to know about getting started ona regulated world ..................................................... Error! Bookmark not defined. Being social in Pinterest, including creating and curating pinnable content, creating Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. boards and campaigns, and engaging other Pinners.) The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Calvin Klein created its own Tumblr site - which is in many ways the ideal blogging not defined. Crisis and risk management over social media ............................. Error! Bookmark platform for a fashion brand, with its focus on short posts and images of collections, models and shoot locations (including the very on-message “Arran and Matt wrestling behind the scenes and eModeration: The Guide to Social Media Engagement for Financial Organisations on location… St Barth’s”). This actively encourages sharing on Facebook, Twitter 5 Calvin Kleins stylish Tumblr page and Pinterest. However, the brand has no official presence on Pinterest yet, despite a holding page. Watch this space. TopShop is creative about the way it encourages consumers to engage (and, of course, share their data). Customers are encouraged to submit their own pictures to Tumblr, and innovative apps like its SCVNGR game use geo-targeting to release prizes and incentives to consumers within a 500 metre radius of the store. 6
  • 7. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 5. The power of the fashionista Type chapter title (level 3) .............................................................................................................................................. 3 The power of fashion editors has held fascination way beyond the fashion industry, spawning 4 Type chapter title (level 1) films, TV series and novels. Interestingly, as a slight aside, increased sales of Vogue magazine Type chapter title (level 2) ..................................................................................................................................................... 5 Typehave bucked the trend of flagging newsstand sales with which other industry titles are chapter title (level 3) .............................................................................................................................................. 6 struggling. Vogue has created some interesting digital initiatives, including its ‘Voguepedia’, an online archive of all things Vogue, which launched in December 2011.Contents Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined.Contents Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 6 Voguepedia - an archive of all things Vogue But influence is fragmenting away from a small circle of pure fashion editors towards a new generation of influencers: fashion bloggers. It’s almost mandatory for anyone with a degree in fashion design to have their own blog; it’s also a great way for a young designer to get noticed (think how unsigned musicians used MySpace in its heyday). Brands are falling over themselves to court this new generation of fashionistas, bypassing traditional media channels in favour of blogger networks, previewing collections to favoured bloggers, and creating blogger-only catwalk events. 7
  • 8. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Is Vogue threatened by this new power? On the contrary, it’s using the trend (and the new Type chapter title (level 3) .............................................................................................................................................. 3 talent) to its advantage, creating the prestigious ‘Vogue Influencer Network’, a network of 1000 (unpaid) influential women who will not only spread the word about the magazine, but 4 Type chapter title (level 1) will also review advertised products, thereby extending advertisers’ reach across social Type chapter title (level 2) ..................................................................................................................................................... 5 Typechannels. In Adweek’s words: chapter title (level 3) .............................................................................................................................................. 6 “It’s not enough that a brand like Vogue can sway people to buy certain products byContents virtue of its clout. Brands today want to use the magazine’s readers to spread the word about their products. To that end, the Condé Nast fashion bible has launched the Contents Error! Bookmark not defined. Influencer Network, a platform for advertisers that want to get on the social media Being social in a regulated world ..................................................... Error! Bookmark not to have bandwagon. The Influencer Network is a panel of some 1,000 women deemed defined. Who wants to other women, based on how active they areright?Error! Bookmark not defined. sway over ‘engage’ with their bank? Banks are boring, on social networks like The opportunities for social media for financial services companiesError! Bookmark not defined. Facebook and Polyvore, a fashion site where people create collages of outfits and Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis andthem with other members.” media ............................. Error! Bookmark not defined. share risk management over socialContents Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 8
  • 9. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeIssues facing fashion brands on social media chapter title (level 3) .............................................................................................................................................. 3 Type chapter title (level 1) 4 Social media and the impact on ethics Type chapter title (level 2) ..................................................................................................................................................... 5 TypeIn an era when people expect to buy T-shirts for less than a fiver and don’t question the ethics chapter title (level 3) .............................................................................................................................................. 6 of how and where they’re made, social media has been a powerful force for campaigners for ethical work practices and sustainability. Online sites such as Ethical Consumer let you seeContents at the slide of a button how a range of high street stores perform against criteria such as: impact on the environment; human rights and working practice; animal welfare; and defined. Contents Error! Bookmark not sustainability. Social media has given lobby groups a strong, and sustained voice. Possibly as Being social in a regulated world ..................................................... Error! Bookmark not defined. a result, wants to ‘engage’ with to change their attitudes. H&M, long a promoter of ‘fastdefined. Who companies are starting their bank? Banks are boring, right?Error! Bookmark not fashion’ - held by some social as one for the biggest causecompaniesError! Bookmark industry The opportunities for critics media of financial services of damage by the fashion not defined. to both the environment (creating a ‘throw away culture’) and human Bookmark not defined. Setting the rules of engagement ...................................................... Error! rights (can you make a T-shirt ethicallymanagement over socialto change its culture and improve ethics down its Crisis and risk for £3?) - is pushing hard media ............................. Error! Bookmark not defined. supply chain. It’s hard to quantify how much of this change is down to pressure brought on social media channels, but social media has certainly made these practices more transparent.Contents All of which leads us rather nicely onto the next big issue for brands in social media: defined. Contents Error! Bookmark not Being social in a regulated world ..................................................... Error! Bookmark not defined. Social media crises Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. There have been some well documented social media crises faced by Bookmark not defined. Setting the rules of engagement ...................................................... Error! fashion brands in the Crisis and risk management over social media ............................. Error! Bookmark not defined. last two years, ranging from the serious (the campaign against Versace to stop the practice of sandblasting jeans) to the faintly ridiculous (that ill-thought-through tweet by Kenneth eModeration: The Guide to Social Media Engagement for Financial Organisations Cole’s team making light of the Egyptian revolution). Organised campaign lobby groups are getting smarter and smarter in their use of social media to promote a cause, and bring about change (remember PETA’s DKNY ‘bunny butcher’ Facebook campaign?). We split crises into two groups: those you can avoid, and those you either can’t or choose not to (for example, if you choose for business reasons to source from a company that may have a campaign against it). Those you can avoid need business action to avoid them; those you can’t should be rehearsed as far as possible, so you’re ready for when an issue strikes. (See our blog post on this for more information about how to rehearse a social media crisis.) 9
  • 10. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Intellectual property (and its theft) Type chapter title (level 3) .............................................................................................................................................. 3 Copyright infringement and intellectual property theft have long been problems for fashion 4 Type chapter title (level 1) retailers; whether its fighting knock-off ‘branded’ goods sold on a market stall, or designs that Type chapter title (level 2) ..................................................................................................................................................... 5 Typehave been copied from the catwalk. chapter title (level 3) .............................................................................................................................................. 6 Accusations of theft have hit a number of big name fashion retailers, and social media helpsContents the flames. Claire’s Accessories was accused by independent designer Tatty Devine of fuel ripping off her designs; a problem that just doesn’t seem to go away on social media or Contents Error! Bookmark not defined. mainstream newspaper coverage. Urban Outfitters was also accused of copying the work of an Being social indesigner, and selling the product cheaper. The story hit all the major defined. independent a regulated world ..................................................... Error! Bookmark not fashion blogs and trended on Twitter. Quick bank? Banks are boring, however, can make go away Who wants to ‘engage’ with their handling of the problem, right?Error! Bookmarkitnot defined. The opportunities for social media for financial services companiesError! Bookmark not defined. (at least until someone digs it up again for a white paper, of course). Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. Top Shop was called out on Twitter by one of the UK’s most influential fashion bloggers, Susie Bubble, for copying the design of Yasmin Kianfar, a young designer. (Susie wears and promotes a good deal of Top Shop clothing.) Within two hours, she had been contacted byContents Shop and assured that the dress was being removed. Forever 21 quite often finds itself at Top the centre of copyright infringement suits, copying designer pieces and creating a cheap Contents Error! Bookmark not defined. version for the high street. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 7 Top Shop is called out on Twitter for copying designs 10
  • 11. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type Burberry (level 3) .............................................................................................................................................. 3 chapter title Type chapter title (level 1) 4 The makers of the iconic trench coat has Type chapter title (level 2) ..................................................................................................................................................... 5 been using social media to engage Type chapter title (level 3) .............................................................................................................................................. 6 customers for a number of years. In 2009 it launched its ‘Art of the Trench’ site, where customers could upload picturesContents of themselves wearing a Burberry trench Contents coat. As a result of its success, Burberry Error! Bookmark not defined. made its first forays into Facebook, Being social in a regulated world ..................................................... Error! Bookmark not defined. where it now has 13 million fans. The Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. brand has consistently innovated on The opportunities for social media for financial services companiesError! Bookmark not defined. social media, and perhaps the most Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. interesting of its social campaigns is its ‘Tweetwalk’ - where Burberry shared images from the catwalk with followers on Twitter in advance of its fashion shows - and its click and buy initiative during LondonContents Fashion Week, which allowed consumers to watch the catwalk shows online, and click the clothes from within the video, to buy them straight off the catwalk. Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Burberry’s sales are booming; it saw a rise of 21 per cent in sales in the last quarter of 2011, Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. and attributed the growth in part to its social media engagement with consumers. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. ASOS eModeration: The Guide to Social Media Engagement for Financial Organisations Asos has ingrained social media to its website, with the creation of Asos Fashion Finder, a community-based fashion site where users can connect (and share) with Facebook, create outfits, seek out trend information, enter competitions, access its network of blogs, and even ‘friend’ members. Again, this is a smart strategy: while the retailer is using Facebook, Twitter and even Pinterest to engage with consumers where they are, it makes sense that they would try to draw those consumers back into their world, a world where they have much more control over the user journey (and data) than they would over a third party site. 11
  • 12. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Managing a social fashion community Type chapter title (level 3) .............................................................................................................................................. 3 All communities need nurturing if they are to succeed, and none so more than for fashion Type chapter title (level 1) 4 brands. Fashion is so personal, so subjective, that brands will attract disproportionate levels of Type chapter title (level 2) ..................................................................................................................................................... 5 Typepassion from (level -3) .............................................................................................................................................. 6 chapter title fans very powerful if harnessed properly - and equally, criticism from detractors. I spoke to one of eModeration’s fashion-specialist community managers, Eloise Grey for guidance on how to manage a social community for a fashion brand:Contents Set the objectives for your fashion community prior to launch. Is your objective to promote Contents Error! Bookmark not defined. new lines? Or resolve customer service issues? Or drive hits to your brand’s website? Or perhaps it’s to increase loyaltyworld ..................................................... Error!what you want defined. Being social in a regulated through better engagement? Knowing Bookmark not to achievewants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Who before you start will help you develop the community and measure your results. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Walk the talk. When fashion expert and community manager Eloise Grey launched her Crisis and risk management over social media ............................. Error! Bookmark not defined. eponymous fashion brand in 2007, her own social presence mattered: “The brand is in my own name, so naturally my ethos was the driving force behind it. It made sense for me to immerse myself in the community, connecting with those interested in my specific area. Eco-Contents fashion was quite a niche area back in 2007 and the online community made it easier to reach my target audience.” Contents Error! Bookmark not defined. Differentiate your a regulated world ..................................................... Error! Bookmark not defined. Being social in channels. Assess the merits of each channel, and decide which are the Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. most relevant to you in achieving your objectives. For visually-appealing fashion brands, The opportunities for social media for financial services companiesError! Bookmark not defined. Pinterest, Tumblr, YouTube (or other ...................................................... Error!are probably no- Setting the rules of engagement video sites), Twitter and Facebook Bookmark not defined. brainers.and don’t just replicate content across each channel. You canBookmark message Crisis But risk management over social media ............................. Error! keep the not defined. consistent, but create specific (and unique) content for each. eModeration: The Guide to Social Media Engagement for Financial Organisations Show some personality. There’s nothing more dull than reading pages of corporate messages on Facebook, and fans won’t like it. Use a voice that’s appropriate to your brand – if your brand is irreverent, or quirky, create a voice on social channels that reflects this. Moderate your community. That doesn’t mean censorship of negative comments, but no brand has to put up with spam, or inappropriate, off-topic or even abusive posts. Debate is fine, and people should be allowed to disagree with the brand and state their own opinions. But if the discussion turns nasty, comments should be removed. You don’t want your brand associated with behaviour that is abusive, or that breaks Facebook’s terms of service, for example. 12
  • 13. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Give people a reason to come back. Consider content that your fans wouldn’t be able to Type chapter title (level 3) .............................................................................................................................................. 3 get elsewhere. For example, creating buzz in the run up to events, or showcasing the behind- the-scenes production process of new lines. Think of content like this as handing your fans a 4 Type chapter title (level 1) Type chapteraccess-all-areas pass to let them take a peek behind the scenes. virtual title (level 2) ..................................................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6 Personalise your engagement. If people are talking to you on Twitter or Facebook, they’ll expect an answer sooner than they would on your website. This can offer a real advantageContentsbrands. As Eloise says: “Twitter is a great way to provide a personalised service. You can to keep customers updated on the status of their order, and even showcase swatches of Contents Error! Bookmark not defined. material. Twitter can open up the whole buying and ordering process.” Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Social fashion: of engagement ...................................................... Error! Bookmark not defined. Setting the rules the future Crisis and risk management over social media ............................. Error! Bookmark not defined. Burberry is a great reminder of how good implementation of a strong social media strategy can positively impact the bottom line. Social media objectives for fashion retailers is nowContents much more than how many likes you can get on a Facebook page. They are linked to about the business; whether that’s finding new customers, developing new markets, testing new Contents Error! Bookmark not defined. lines, increasing sales value or encouraging repeat sales. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Social channels are a new frontline: where the balance of power shifts from the brand to its The opportunities for social media for financial services companiesError! Bookmark not defined. customers.the rules of engagementbenefits of social media will listen to Bookmark not defined. Setting The brands reaping the ...................................................... Error! what those customers are telling them,management over social media ............................. Error!attention tonot defined. Crisis and risk and act on what they hear. And they’ll pay as much Bookmark their customers’ social experiences online, as to their browsing and buying experiences in-store. eModeration: The Guide to Social Media Engagement for Financial Organisations 8 The EON Interactive Mirror in Singapore 13
  • 14. Fashion retailers and social mediaTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeAbout title (level 3) .............................................................................................................................................. 3 chapter eModeration Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 eModeration Limited is an award-winning social media management agency. It works with Typesome of title world’s biggest brands (including BBC Worldwide, ITV, HSBC, MTV, Sony Mobile, chapter the (level 3) .............................................................................................................................................. 6 ESPN, Hyundai, Smirnoff, the LEGO Group, Sprint and The Economist) and agencies (including Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide,Contents Porter + Bogusky and Publicis Groupe). Crispin Contents Error! Bookmark not defined. Based in London UK, with offices in Los Angeles and New York, eModeration provides multi- Being social in a regulated world ..................................................... Error! Bookmark not defined. lingual moderation and community management services, consultancy and social media Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. crisis management training tomedia for the TV, entertainment and digital publishing industry The opportunities for social clients in financial services companiesError! Bookmark not defined. and blue chip rules of hosting online ...................................................... Error! Bookmark not defined. Setting the clients engagement communities. Crisis and risk management over social media ............................. Error! Bookmark not defined. Committed to ethical business practices and to the promotion of child online safety, eModerations CEO Tamara Littleton recently worked with the UK Government department UKCCIS to produce its on how to moderate online environments for children.Contents eModeration contributes to the growth of knowledge in the socialError! Bookmark not defined. Contents media world via its , blogs and seminars, and has a strong roster of returning clients who appreciate the high quality of Being social in a regulated world ..................................................... Error! Bookmark not defined. its services. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Media and blogger contacts: over social media ............................. Error! Bookmark not defined. Crisis and risk management For eModeration: To speak to Tamara Littleton, CEO, eModeration, please contact: Kate eModeration: The Guide to SocialTel: 0203Engagement for Financial Organisations Hartley, Carrot Communications, Media 178 5052 / email kate.hartley@carrotcomms.co.uk © eModeration Limited 2012. This document is the intellectual property of eModeration Limited and may not be duplicated or disclosed to any third party without the written permission of an authorised officer of the company. 14