It’s obviously an ensemble sales strategy, and it does a couple of things: - It leverages the wisdom and creativity of crowds to market the product It provides social validation of fashion choices to enhance selling. This is a step beyond user reviews. You can think of it as user-generated merchandising. It leverages the wisdom and creativity of crowds to market the product. It provides social validation of fashion choices to enhance selling.
In 2009, the same year Bailey became Burberry’s chief creative officer, the company launched Art of the Trench, a photo-sharing website dedicated to images, past and present, of people sporting the Burberry trench coat. Art of the Trench showcases images from professional fashion photographers, Magnum photographers and the public and includes contributions from celebrated fashion photo-blogger Scott Schuman, better known as The Sartorialist. The company describes the site as ‘a living document of the trench coat and the people who wear it’. Although showcasing specially commissioned professional photography, importantly Art of the Trench is also partly user-generated. Visitors can submit their own images, as well as choose their favourite photos, comment on individual pictures and share them with others. The gallery also links out to the websites or Facebook pages of each contributor. A simple but slick interaction design aids browsing the collection (pictures can filtered by popularity, gender, style, colour and weather) and the deft use of a fading soundtrack completes the experience as users navigate in and out of the gallery.
Social Media for Ecommerce
• Brand Advocacy tool
– Existing customers get new customers
• Brand Loyalty tool
– Remain in consideration set of your existing
• It is a market creation tool. Not a sales tool
– Brand advocacy and brand loyalty will eventually
lead to sales
• It is also a listening tool
– What are people talking about my brand
– What are people talking about the competition
– Where are the conversation opportunities
• Use tools like Radian6 for listening
• Just like you are looking for customers,
customer are actually looking for you. Find them
using monitoring tools
• The ROI of social media lies in listening
It is not about technology
It is about influencing people
So how to “influence” people
to advocate about your brand
Use some fundamental human insights
Make the customer a carrier of your message
Creating Brand Advocacy
• Create “Scarcity”
– Less is more
– Exclusive, Limited Period, First 500 promotions
– 48 hour POP online shops on Facebook
– GAP offered 10,000 free jeans to first 10,000 FB
check ins, 40% discount to everyone else
– FB Offers now available in India
Creating Brand Advocacy
– Adidas : If 5 of your friends buy our product, your
shoes are free
– Ford Fiesta : Create a video about us and 100 cars
are up for grabs
– Starbucks : Mayors of the outlet get free coffee
– Toys’R’Us : Toyologits : Free sampling of our
products for writing reviews
Creating Brand Advocacy
– Threadless.com : Your designs, your votes
– Burberry : Art of Trenchcoat : everyone is a fashion
– Wetseal.com : Customers “create” products that
appeals to them
Creating Brand Advocacy
• Building Communities
– So what are you going to do with your 1mn fans ?
• Segmentation based on fan engagement
• Most engaged fans are your brand advocates
• Create opportunities for them to advocate you
• Advocates are different from influencers
Highly strategic approach that focuses on service and culture
• They have a Twitter account dedicated to service issues
• To uncover service opportunities
• Initiate response
• Amplify praise’
• Reinforce service reputation
• 400 employees of the company have active Twitter accounts
• Who they hire is consistent with this culture of service
• Most of their social media initiatives are about exposing the people at Zappos, who through their
actions reinforce the companys competitive advantage.. It makes the company seem real.
Zappos.com replied to 100% of daily customer service questions posted to Twitter by STELLAService
analysts in a 45-day study of the top 25 online retailers. It’s an impressive accomplishment considering
the average for replies within 24 hours was just 44% across the top 25 online retailers.
Wetseal. - Social Shopping
WetSeal has tied its social media strategy directly to
ecommerce. They launched a community area of their site
last Spring, where Wet Seal fans can build ensembles and
publish them to the community for reviews.
So what are the results of this crowd sourcing
Within a couple of months of launch :
• WetSeal saw sales increases of 10% on its’ site, and
they have seen a 10% increase in average ticket for
purchases where people visit the community section of
the site. So, both in total revenue and in avg. order, the
integration of social media directly into the shopping
process has proven beneficial.
Burberry – Art of Trench
• Burberry created it’s own social community inspired from it’s
• The trench coat. The company describes it’s site ‘Art of
trench’ as a living document of trench coat and people who
• Impact on Awareness: Between its launch in November
2009 and mid-2010 the site notched up more than 7 million
• On Facebook, it took a year to have 1 million fans, 6 months
to double it and around 2 years to cross over 6.4 million fans.
• Value Creation?
• Brand growth 86%
• It’s ranked the 4th fastest growing brands by
• After a couple of years after they ran the campaign revenues
had risen by 30% to £ 860 million
• Things they got RIGHT!
• Every image post was ready to be connected and shared
through the internet.
• Original content is created and spread through social
networks and online
• Created awareness of the brand online
Levis Friends Store – Social Commerce
• With the new Facebook “like” plugin launched Levi’s
jumped in to created a social shopping experience.
• They’ve integrated the new “like” feature with every
product on the site so at a quick view, you can see the
number of Facebookers who like the item and also cast
your own vote.
• On individual product pages, it even pulls in pics of your
friends who’ve “liked” the item. The site extends the
Facebook connect integration out to create a “friends
• This essentially customizes the entire experience to be
Facebook friend centric and also allowing you to invite all
your friends into that shopping experience!
• More engaged shoppers.
• Real-Time custom shopping experiences.
• Enhanced insights into demand signals
• It is not about you selling to your customers, it is about
your customers selling your products
• Social will have a transformational impact on
shopping. The key is to begin to experiment.
Christopher Payne, Chief of Ebay, North America
• There wont be commerce without social
Anand Rajaraman Co-Founder of Kosmix
• India’s largest social media agency
– Founded 2009, 150 member team, 50+ brands
– Red Herring Asia 100 Award
– WAT Award for being “Social Media Agency of the Year”
– Radian6 authorised partner for India
• Our services
– Social media communications and monitoring
– Strategy, content production, app development
– Complete social ecosystem
• Mumbai – Delhi – Chennai - Bangalore
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will email it to you.
Jt. CEO, Social Wavelength.
Company blog: blog.socialwavelength.com