MY DIGITAL & SOCIAL JOURNEYRoger YUENFounder & Chief Executive,Clozette, Your Fashion Social Shopping Ntework• Asia Pacific VP management positions withSOFTBANKForums, Ziff-Davis, ZDNet, CNet Networks,Acer Inc (Smart Handheld Business).• Co-founder of e-Cop, which pioneered the first 24×7Managed Security Services in the world, acquired ibya wholly owned subsidiary of Temasek Holdings.• Board member and seed investor of Brandtology, aleading innovator in social media and online brandintelligence, acquired by Sentia Media (MediaMonitor).• Chairman ViSenze, state-of-art intelligent VisualRecognition Technology provider, a spin-off companyfrom NExT, a reseach collaboration between NationalUniversity of Singapore & TsingHua University.
CONSIDER PITFALLS THAT CAN SINK YOUSuccessfulCrowdsourcingCreatevision &cultureEvaluateexternalfactorsSetgoalsKnow yourcrowdMarketingNurtureinfluencers,advocatesDataminingAgility
o 167,113 of Amazon’s book reviews were contributed by just a few “top-100″ reviewers.o Over 50% of all the Wikipedia edits are done by just .7% of the users … 524 people.o Just 0.16% of all visitors to YouTube upload videos to it, and 0.2% of visitors to Flickr uploadphotos.No.1 CHALLENGE - CROWD PARTICIPATION
OTHER CHALLENGES OF CROWDSOURCINGo You don’t know the crowd and you havent earn their trust.o Others are competing for your crowd – how different are you?o Copyrights of the content createdo How do you police the “unruly” crowd?o Crowdsourcing takes time – do you have it?
LISTENEVALUATEDEVELOPCONTENTSTRATEGYINTERACTINFLUENCEWhat are they talking about online- your brand, products, services?What’s the callto action? Viral the influenceHow best to tell &sell this story?Gamification, rewardsWhat’s the Storyyou want to tellor sell?Listen to the CROWD– survey, polls, online intelligence,CLOSED-LOOPCROWDENGAGEMENTBudget & ObjectivesOVERCOMING CHALLENGES
1. Enable DISCOVERY: create interesting content - don’t sell all thetime• it’s about the soft sell – explore, discover, buy• bloggers, influencers, thought leaders2. Encourage User Ratings, Reviews• Show what’s trending, what others have bought3. Enable Easy & Viral Connection• Social Sign-On, Social Network Sharing, Instant messaging4. Provide Recommendations; Promotions• Lists – thematic, seasonal, occassions• Rewards (virtual), provide exclusive deals5. Engage & Understand your Audience• Refer a friend, share a promo, nurture advocates• Data mining5 CROWDSOURCING CREATION TIPS
Extracted From ExactTargetWHAT MOTIVATES A CROWD?
AwarenessConsiderationPreferenceConversionLoyaltyAdvocacySearch, Content SitesUser reviews, online researchSocial advise, local searchPurchase – online, in-storeEngage FB, Twitter, likes (rewards)Share, post positive reviews, word of mouth FRIENDFOLLOWERFANADVOCATES FUNNELUSER BEHAVIOURS
OFFLINEOOHPostersCataloguesPrintEventsSOCIAL MEDIABlogsFacebookLinkedinTwitterYoutudeMOBILITYAppsSMS, MMSDevice optimizationE-Coupons / RewardsONLINE PLATFORMSBannersRich media, VideosWebsiteseDM, NewslettersMake360ENGAGEMENTa part of yourcrowdsourcingstrategyCROWDSOURCING NEEDS TO BE HOLISTIC
Power of CrowdClozette’s ASOS UNDER $50Case Studies
CLOZETTE SHARE . DISCOVER . SHOP…a global fashion social shopping networkGLOBALwww.clozette.coJAPANwww.clozette.jpINDONESIAwww.clozettedaily.comTHAILANDth.clozette.co
HOW TO CROWD-CURATE CONTENTASOS UNDER $50 CAMPAIGN121items62items62items56items68items
ASOS UNDER $50 COLLECTIONS CAMPAIGN89 Collections1332 Items121 transactionsUSD 4732 sales
People are emotional (specially online) – build relationships and connectwith their digital lifestyles Keep you content concise and relevant – digital attention span is very short. Reach them at the right time and right place with the right offer. Make your content easy to share and desirable to be viraled. Don’t just talk to them - join their conversations, engage them. Moderate theconversation. Response in timely manner to comments and feedback to build credibility. Constantly measure, review and assess your engagement results. Inculcate digital and social engagement awareness culture in organization. Have internal policies, guide lines, resources and ownership to EMBRACEthe Digital Era & CrowdsourcingESSENTIAL GUIDE TO DIGITAL ENGAGEMENT
Roger YuenFounder & CEOroger@clozette.co2011 Red Herring Top 100 Asia Winner | 2011 Red Herring Top 100 Global WinnerGOLD & SILVER Winners for Digital Marketing, Marketing Excellence Awards 2012