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Course 9 - Social media

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Course 9 - Social media

  1. 1. Class 9 Antofagasta,  Chile,  July  2011  www.de-­‐pe.com    @depeteam  With  the  Support  of:   1  
  2. 2. •  PEOPLE•  INTRO TO SOCIAL MEDIA•  INBOUND VS OUTBOUND MARKETING•  SOME SOCIAL MEDIA TOOLS•  SUMMARY•  GROUP WORK
  3. 3. Los emprendedores invitados
  4. 4. VOZchange through beauty.
  5. 5. Our mission is simple: To make fashion more fair,and fair trade more fashionable.
  6. 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. 7. The fashion industry is broken.
  8. 8. Sweatshops
  9. 9. Pesticides
  10. 10. Dye Contamination
  11. 11. Disposable-qualityclothing
  12. 12. Consumers want alternativesthey look good in and can feelgood about.
  13. 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. 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. 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. 16. Trend-driven,Fair SustainableTrade + Production + collaborative = Fashion Design Fair Trade 3.0 VOZ change through beauty
  17. 17. Eco-FashionExamples from theorganic cottonindustry Trinity Hae Now Natural Organic (shirt & apron) Clothes
  18. 18. EthnicFair TradeFeria Indígena:January, Santiago,Chile 2011
  19. 19. EthnicFair Trade Hand-woven Bags: $20 USD Ethnic Belts: $25 USD Small Purses: $10 USD
  20. 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. 21. Customers have shown they ll buy organic if the clothes look good and are priced right… -Karolina Dobowicz, H&M
  22. 22. made byvoz
  23. 23. Add thesweater and dress
  24. 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 $300]
  25. 25. connectingworlds
  26. 26. Fair Trade Fashion Eco Friendly Ethnic Craft
  27. 27. Fair Trade Fashion Ethnic Craft Eco Friendly
  28. 28. Fair Trade Fashion Ethnic Craft Eco Friendly
  29. 29. Fair Trade Fashion Ethnic Craft Eco Friendly
  30. 30. Our designs are desired.
  31. 31. Our production is pristine.
  32. 32. Natural Wool
  33. 33. Dyed withlocal plantsand berries
  34. 34. Hand Spun
  35. 35. Woven on hand looms
  36. 36. In rural Araucanía, Chile
  37. 37. by Mapuche women
  38. 38. Design: artisans’ ideas, adapted to market demandalpha prototype designers adaptation artisans’ drawings
  39. 39. VOZ connects designers, seamstresses, and expert indigenousartisans, forming a strong design and production team. ress eamst Expert S Expert W eavers
  40. 40. VOZ completes final quality control, applies packaging andmarketing, then distributes products to clients worldwide. VOZ manages products and distribution delivers
  41. 41. VOZ will scale.Grows Grows Grows Grows Grows
  42. 42. Distribution Channels Our Website www.madebyvoz.com
  43. 43. Distribution Channels Trade showsPresented with the Chol Chol Foundation, California Gift Show 2010
  44. 44. Distribution Channels Online PurveyorsEthicmode.com shoppista.com
  45. 45. VOZ is committed to: Promoting sustainable practices, empowering indigenous women professionally, financially & creatively& bringing beautiful, timeless designs to the market.
  46. 46. VOZchange through beauty.
  47. 47. Our Team Jasmine Aarons Kyra Davis CEO & Design Director COO & Cofounder jasmine@madebyvoz.com kyra@madebyvoz.com Caitlin Reimers Karen Ladenheim Haily Zaki Financial Director Design Workshop Director Marketing Advisorcaitlin@madebyvoz.com karen@madebyvoz.com haily@madebyvoz.com
  48. 48. key value customer activities proposition relationships key customerpartners segments cost revenuestructure key streams resources channels 56
  49. 49. Social Media es como la primera vez (uds saben). !"#$%&()*$%$+&$,)-)).+)/0 Todos lo quieren hacer, nadie sabe 12)34".)5%.-+-"*"$-06"7"*4,."5+8"50 cómo.Cuando por fin lo hacen, sorpresa, no fue taaaan bueno… !"#$%& (%)&#*+,!$%-./#0&,1"%$23-#&/+,4552-3photo by Zellaby on flickr.com
  50. 50. Social Media es un término general quedefine variadas actividades que integran !"#!$%&()&*$!"&$+#,(-.*$#/!(+(!(&*$!"#!$()!&0,#!&$tecnología, interacción social y la !&/")-1-023$*-/(#1$()!&,#/!(-)3$#)%$!"&$/-)*!,./!(-)$construcción de mundos, imágenes, videosy!""#$%%&&&&()(#*+(,-./ audio… www.wikipedia.org
  51. 51. Social Media Landscape
  52. 52. Why?
  53. 53. Por Qué Ocuparla?=>7/-?(@A3 DE CADA 4 PERSONAS USAN TECNOLOGIA SOCIAL MEDIA (USA)!"#$%&"()%*)+,$-"./#$0&%&"&)#/$1*"#20)1)345!"##$%&$#()*$(+#",&*(-.(/"0123()$0*4"3"56(78"9&1"4(:;;<
  54. 54. !"#$%&() !"#$%&"()*+,-."/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$,.#%(6778
  55. 55. !"#$%&()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$,.#%(6778photo by Bruno Girinon flickr.com
  56. 56. REASON #4!"#$%&"()*"&+",(-,&-#)$.,"(/-01& TIEMPO  USADO  EN  REDES  SOCIALES  ESTA   CRECIENDO  3  VECES  LO  QUE  CRECE  LA  )&20-/),2$(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. 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. 58. REASON #6!"#$%&"&(#)$*+",)$)&*)-"   SOCIAL  MEDIA  ES  COMO  “EL  BOCA  A BOCA”  P.(/,(0+(%12   ERO  CON  ESTEROIDES   (3&1"/(),&4  
  59. 59. Qué dicen losusuarios de social media?
  60. 60. 93% de los usuarios de social media creen que una !"#$%&$%()*+$,-.)*$/-0$1-+)-2-$*$(%,3*45$ empresa debe tener presencia en Social Media. 6%/+.$6*2-$*$30--4(-$)4$%()*+$,-.)*7!"#$%&()*#$))&*#&+",*-.&/$0*-&+1(02%&+$31$45$6&7889&
  61. 61. 85% de los usuarios de social media creen que una !"#$%&$%()*+$,-.)*$/-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. 62. Social MediaEstamos listos para nuestra primera vez?
  63. 63. The old school- Outbound Mkt.
  64. 64. The old school- Outbound Mkt. Comunicación  
  65. 65. Problem  
  66. 66. The new school- Inbound Mkt. Comunicación  
  67. 67. The new school- Inbound Mkt.
  68. 68. Inbound Marketing- Why?•  Compromiso  del  Consumidor  •  Poder  del  Consumidor  •  Medición  de  resultados  •  Eficiente  •  Costo  del  Adquisición($$$)  
  69. 69. Inbound Marketing- Why? Lead  Cost   60%  Lower   Outbound   Inbound   Outbound   Inbound  
  70. 70. B2B vs B2C
  71. 71. Social media andmore
  72. 72. Facebook  
  73. 73. Twier  
  74. 74. LinkedIn  
  75. 75. Youtube.com  
  76. 76. Flickr.com  
  77. 77. Caso: Estrategia de Depe Blog   Facebook   Twier  
  78. 78. Qué hacemos?
  79. 79. photo by cyndie@smilebig! on flickr.com Definan su estrategia de Social Media…
  80. 80. photo by eye2eye on flickr.com Paren de pensar campañas de marketing y comienzen a conversar con clientes a través estas herramientas.
  81. 81. Si tienen dudas o problemas, pidan ayuda!! Siemprehay alguien que sabe más que uno…
  82. 82. No asuman que social media es la respuesta para todo,es sólo una herramienta.
  83. 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. 84. A ensuciarse lasmanos
  85. 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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