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Inflow

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Inflow

  1. 1. Background Challenge Research Strategy Solution
  2. 2. Background Challenge Research Strategy Solution
  3. 3. “Every two days now we create as much informationas we did from the dawn of civilization up until 2003.”Eric Schmidt, Ex-CEO Google (04.08.2010)
  4. 4. “Pressure on companies to make informeddecisions in real time”
  5. 5. Data = Information
  6. 6. Data ≠ Information
  7. 7. “[...] data without human interpretation is as usefulas Esperanto.”Fredrik Sarnblad, Planning Director BBH
  8. 8. Background Challenge Research Strategy Solution
  9. 9. The BriefHow can brands make better decisions based on real-timefashion news, social comment, industry data, etc.
  10. 10. Marketing manager ? ?E-commerce manager Social media manager ? ? Brand manager
  11. 11. Background Challenge Research Strategy Solution
  12. 12. Social Media War Rooms Experts Existing SolutionsIndustry Reports Forums
  13. 13. A one size fits all solution does not exist
  14. 14. Background Challenge Research Strategy Solution
  15. 15. We live in an era where the supply of data is infinite.Data can be useful.Data can cause clutter.
  16. 16. It needs human interpretation.
  17. 17. And communication (learning)
  18. 18. Therefore we want to create an engine that:Unclutters the data flowLearns and grows with the user(s)Enables collaboration and sharing of knowledge
  19. 19. Background Challenge Research Strategy Solution
  20. 20. We’re providing you with an engine. Not the fuel.
  21. 21. WORKSHOP AGENDA09:00 DIGITAL DATA - HOW IT CAN HELP YOU?09:30 WHAT IS RELEVANT DATA?11:15 HOW IS DATA GATHERED AND FILTERED? NEEDS CLARIFICATION WORKSHOP12:15 DATA VS. INFORMATION13:15 HOW INFLO EVOLVES BY USAGE
  22. 22. FEEDBACKFASHION BLOGS MUSIC SITES NEWSNEWS ARTICLES SOCIAL USAGEWEBSITE DATA E-PERFORMANCE TWITTER FACEBOOK
  23. 23. What you read / don’t readMore of what’s relevant Like / New sources dislike Learning Cycle Reduces irrelevant Sharing information
  24. 24. REPORT LIVE FEED
  25. 25. 20th June 2012 REPORT UPDATE Name: Oli Culcheth Position: Comms Manager SOCIAL NEWS ePERFORMANCE Last Log On: 18:53SOCIAL NEWS ePERFORMANCE The Big Debate: How to save the high street Top 10 trends to follow this Summer US Retail E-Commerce Release. 2010 - 20162010 was the year that the fashion industry really embraced and found its voice on  This winter H&M will be showcasing an influx of avant­garde, deconstructed and  Andres Izquieta is co­founder/CEO of Five Four Club, a new subscription ecommerce social media – setting up personas on Facebook and Twitter and gaining phenomenal  individual designs, brought to the public through an unforeseen collaboration with the  service that provides men with monthly packages of apparel, based on a brief sixty­followings with the lure of exclusive content once only reserved for the elite of the  mysterious fashion house Maison Martin Margiela. second style profile they fill out when signing up for the service.fashion world. Gucci’s Facebook following now tops 4 million fans.  Burberry’s is almost 5 million. The ultra­discreet maison, founded in 1988 by its retiring namesake (the Dutch  When it comes to ecommerce categories like grooming and fashion, the women’s But an industry that relies on constant re­invention isn’t going to rest on its laurels –  designer is never photographed or appears after his fashion shows), will undoubtedly  market has long been the focus of marketers. And who can blame them. Women we expect the way the fashion industry uses social media to move on in 2011.  Here  bring its own brand of conceptual design to the mainstream high street shop. Martin  historically make upwards of 80% of the purchase decisions in the home, they’re are some of the key trends to keep a close eye on. Margiela has never been known to conform to the sartorial­ norm,  creating his clothes  statistically more active online, and tend to maintain longer session times on websites. Expect to See Further Innovation in Existing Channels through deconstruction, allowing the creative process to visible upon the garments and  Plus, they’re natural ‘window shoppers’ — in the physical and virtual world.Streaming a live catwalk show and behind the scenes footage is the least social media  playing with unusual proportions. Indeed, dresses in the houses S/S 12 collection fashion fans expect these days. 2011 will be a year of further innovations by the  were made from the re­creation of their pattern pieces, either in a multitude of sequins  That said, in the past year, the men’s ecommerce market has seen more than a half fashion industry within existing channels to keep fans engaged, to build communities  or through being encased in plastic.   dozen ecommerce launches, including Mr. Porter, Birchbox Man, and Dollar Shave around brands and also to leverage social media to more overtly drive ecommerce  Club. Here are the six major trends driving this growth.sales. 22/12/07 Esquire 22/12/07 22/12/07 Mashable www.thesartorialist.com/ Esquire www.thesartorialist.com/ www.thesartorialist.com/
  26. 26. 20th June 2012 REPORT UPDATE Name: Oli Culcheth Position: Comms Manager SOCIAL NEWS ePERFORMANCE Last Log On: 18:53 STORIES Social Reaction FOLLOWED 5 RETWEETSsorry to America- butTHIS is my favoritemod-era..… 54% 40% 6% @Dazzafield @Sarahkj @FashionJ @JEssica 5 hour ago @hjward @JoshM Facebook 412 24 11Bastille fans, check out our  7 @ Pinterest Twitternew blog post where you  +34 12 @can watch a video round up of our May Islington  80 @ 45 5Acoustic Session 45 Mentions Worldwide John -34 5 hour ago 5 One Day Im Going to Soar  is a concept album with an  unreliable narrator, a  comeback LP about being  stuck in a self­defeating  cycle, and a.....read more KEY INFLUENCERS Elliot 5 hour ago @MichaelAusiello 1,142,314 Followers @Clash_Music 20,251 Followers @Huskmag 825 FollowersCOMPETITOR
  27. 27. 20th June 2012 REPORT UPDATE Name: Oli Culcheth Position: Comms Manager SOCIAL NEWS ePERFORMANCE Last Log On: 18:53 NEWS COMMENTS STORIES Trends & News 509FOLLOWEDFringe theatre: JWAnderson closesmens fashion week 60% 30% 10%with a flourishExclusive SneakPeek: MissoniSpring/Summer2013 432 World CommentsThe New Strategyfor Excellent Summer Dressing KEY INDUSTRY GQ ESQUIRE VOGUECOMPETITOR
  28. 28. 20th June 2012 REPORT UPDATE Name: Oli Culcheth Position: Comms Manager SOCIAL NEWS ePERFORMANCE Last Log On: 18:53 309 UK Visits STORIES Data AnalysisFOLLOWED 60% 30% 10%DIRECT TRAFFIC +33% 539 World Visits COMPETITOR MENTIONS -5% KEY TRAFFICSOCIAL VALUE 45% WEB TRAFFIC+ 17% 55% MOBILE TRAFFICCOMPETITOR
  29. 29. REPORT LIVE FEED
  30. 30. 20th June 2012ePERFORMANCE DIRECT TRAFFIC +33% One Day Im Going to Soar  is a concept album with an  NEWS unreliable narrator, a  comeback LP about being  stuck in a self­defeating  cycle....read more SOCIAL Fringe theatre: JW Anderson closes mens fashion Daves week with a flourish 3 hour ago TWITTER SENTIMENTName: Oli Culcheth www.guardian.co.uk/fashion 22/06/12 ePERFORMANCE 22/06/12Position: Comms ManagerLast Log On: 18:53 Bryan Paijit We are at a  turning point in history: The  next stage of evolution in  the way we interact with the  world is… read more » REF: 123474 On the Street. John T A strong challenge 1 hour ago On the Street…..Prince St, New York Sales View: 55% Rive Gauche, Paris coming up from Bottega 22/06/12 www.thesartorialist.com 22/06/12 www.thesartorialist.com 22/06/12 www.thesartorialist.com/ 22/06/12 Web Page - Conversion rate: 40% our #EC1 tailors are going a  ePERFORMANCE www.trendwatching.com 22/06/12 fine job at  @Pitti_Immagine... Ben Sherman Fans 1 hourå ago TRENDS TOP BROWSER VISIT SOCIAL VALUE + 17% COMPETITOR MENTIONS Details... The Frayed Collar EXPLORER -11% -5% www.thesartorialist.com 22/06/12 ePERFORMANCE 22/06/12 ePERFORMANCE 22/06/12 ePERFORMANCE 22/06/12 For all men, if you are into  For all men, if you are into  village style and willing to  village style and willing to  pay city price. this is the  pay city price. this is the  Site Usage -5%
  31. 31. 20th June 2012 This look is perfect the right  For all men, if you are into  amount of print mixing and i  village style and willing to  This look is perfect the right  love white in the winter. 6 Hot Trends Driving Men’s  amount of print mixing and i  pay city price. this is the  Ecommerce: Mashable .… read more » place for you to shop. love white in the winter. .… read more » .… read more »ePERFORMANCE Ben Sherman Fans How to save the shopping @HenryJT Bastille fans, check out our  Styleseer @Styleseer 1 hour ago hight street against 7 hour ago new blog post where you  7 hour ago 7 hour ago can watch a video round up  22/07/12 of our May Islington  Acoustic Session NEWS Bryan Paijit We are at a  Ben Sherman Fans turning point in history: The  1 hour ago next stage of evolution in  the way we interact with the  world is… read more » SOCIAL TRENDS A strong challenge On the Street…..Prince St.,  John T 1 hour ago coming up from Bottega New YorkName: Oli Culcheth 22/06/12 www.thesartorialist.com/ 22/06/12 /www.thesartorialist.com/ date:22/12/07 Position: Comms ManagerLast Log On: 18:53 Jessica 5 hour ago And I so love when my man  Fringe theatre: JW Anderson closes mens fashion On the Street. wears a SoHo fit button  week with a flourish Rive Gauche, Paris down. www.guardian.co.uk/fashion 22/06/12 www.thesartorialist.com 22/06/12 One Day Im Going to Soar  is a concept album with an  This look is perfect the right  unreliable narrator, a  our #EC1 tailors are going a  amount of print mixing and i  comeback LP about being  Lisa S. Chung fine job at  love white in the winter. stuck in a self­defeating  8 hour ago @Pitti_Immagine... .… read more » cycle, and a.....read more Styleseer Daves For all men, if you are into  7 hour ago Ben Sherman Fans 3 hour ago village style and willing to  1 hour ago pay city price. this is the  place for you to shop. .… read more » Ben Sherman Fans 1 hour ago date:22/12/07  TRENDS A strong challenge coming  up from Bottega  Details... The Frayed Collar www.thesartorialist.com 22/06/12 Jonh T Fringe theatre: JW Ander- This look is perfect the right  www.thesartorialist.com/ 1 hour ago son closes mens fashion amount of print mixing and i  week with a flourish love white in the winter. 22/06/12 .… read more » Bryan Paijit We are at a  For all men, if you are into  turning point in history: The  village style and willing to  Styleseer 6 Hot Trends Driving Men’s  next stage of evolution in  pay city price. this is the  7 hour ago
  32. 32. 20th June 2012 GQ MAGAZINE TWITTER 33 @ MentionsePERFORMANCE 23 Retweets NEWS 19 Photos SOCIAL FACEBOOK Details... The Frayed CollarName: Oli Culcheth 80Likes www.thesartorialist.com 22/06/12Position: Comms ManagerLast Log On: 18:53 10 Shares TRAFFIC On the Street… Prince St, New York 55% DESKTOP This winter H&M will be showcasing an influx of avant­garde, deconstructed and  individual designs, brought to the public through an unforeseen collaboration with the  mysterious fashion house Maison Martin Margiela. 45% MOBILE The ultra­discreet maison, founded in 1988 by its retiring namesake (the Dutch  designer is never photographed or appears after his fashion shows), will undoubtedly  bring its own brand of conceptual design to the mainstream high street shop. Martin  Margiela has never been known to conform to the sartorial­ norm,  creating his clothes  Fringe theatre: JW Anderson closes mens fashion through deconstruction, allowing the creative process to visible upon the garments and  TONE week with a flourish playing with unusual proportions. Indeed, dresses in the houses S/S 12 collection  www.guardian.co.uk/fashion 22/06/12 were made from the re­creation of their pattern pieces, either in a multitude of sequins  or through being encased in plastic.   70% POSTIVE This look is perfect the right  amount of print mixing and i  love white in the winter. 30% .… read more » NEGATIVE 22/12/07 The Sartorialist Styleseer Fringe theatre: JW Ander- son closes mens fashion 7 hour ago www.thesartorialist.com/ week with a flourish 22/06/12
  33. 33. 20th June 2012 GQ MAGAZINE TWITTER 33 @ MentionsePERFORMANCE 23 Retweets NEWS 19 Photos SOCIAL FACEBOOK Details... The Frayed CollarName: Oli Culcheth 80Likes www.thesartorialist.com 22/06/12Position: Comms ManagerLast Log On: 18:53 10 Shares TRAFFIC On the Street… Prince St, New York 55% WHAT ACTION WOULD YOU LIKE DESKTOP This winter H&M will be showcasing an influx of avant­garde, deconstructed and  individual designs, brought to the public through an unforeseen collaboration with the  TO TAKE? mysterious fashion house Maison Martin Margiela. 45% MOBILE The ultra­discreet maison, founded in 1988 by its retiring namesake (the Dutch  designer is never photographed or appears after his fashion shows), will undoubtedly  bring its own brand of conceptual design to the mainstream high street shop. Martin  Margiela has never been known to conform to the sartorial­ norm,  creating his clothes  Fringe theatre: JW Anderson closes mens fashion through deconstruction, allowing the creative process to visible upon the garments and  TONE week with a flourish playing with unusual proportions. Indeed, dresses in the houses S/S 12 collection  www.guardian.co.uk/fashion 22/06/12 were made from the re­creation of their pattern pieces, either in a multitude of sequins  or through being encased in plastic.   70% POSTIVE This look is perfect the right  amount of print mixing and i  love white in the winter. 30% .… read more » NEGATIVE 22/12/07 The Sartorialist Styleseer Fringe theatre: JW Ander- son closes mens fashion 7 hour ago www.thesartorialist.com/ week with a flourish 22/06/12
  34. 34. 20th June 2012 GQ MAGAZINE TWITTER 33 @ MentionsePERFORMANCE 23 Retweets NEWS 19 Photos SOCIAL FACEBOOK Details... The Frayed CollarName: Oli Culcheth 80Likes www.thesartorialist.com 22/06/12Position: Comms ManagerLast Log On: 18:53 10 Shares TRAFFIC On the Street… Prince St, New York 55% WHO WOULD YOU LIKE TO SHARE DESKTOP This winter H&M will be showcasing an influx of avant­garde, deconstructed and  individual designs, brought to the public through an unforeseen collaboration with the  THIS ARTICLE WITH? mysterious fashion house Maison Martin Margiela. 45% MOBILE The ultra­discreet maison, founded in 1988 by its retiring namesake (the Dutch  designer is never photographed or appears after his fashion shows), will undoubtedly  Sarah Day bring its own brand of conceptual design to the mainstream high street shop. Martin  Group HR Director Margiela has never been known to conform to the sartorial­ norm,  creating his clothes  Fringe theatre: JW Anderson closes mens fashion through deconstruction, allowing the creative process to visible upon the garments and  TONE week with a flourish playing with unusual proportions. Indeed, dresses in the houses S/S 12 collection  www.guardian.co.uk/fashion 22/06/12 were made from the re­creation of their pattern pieces, either in a multitude of sequins  or through being encased in plastic.   70% POSTIVE This look is perfect the right  amount of print mixing and i  love white in the winter. 30% .… read more » NEGATIVE 22/12/07 The Sartorialist Styleseer Fringe theatre: JW Ander- son closes mens fashion 7 hour ago www.thesartorialist.com/ week with a flourish 22/06/12
  35. 35. 20th June 2012 GQ MAGAZINE TWITTER 33 @ MentionsePERFORMANCE 23 Retweets NEWS 19 Photos SOCIAL FACEBOOK Details... The Frayed CollarName: Oli Culcheth 80Likes www.thesartorialist.com 22/06/12Position: Comms ManagerLast Log On: 18:53 10 Shares TRAFFIC On the Street… Prince St, New York 55% YOUR MESSAGE HAS BEEN SENT. DESKTOP This winter H&M will be showcasing an influx of avant­garde, deconstructed and  individual designs, brought to the public through an unforeseen collaboration with the  RETURN TO MENU? mysterious fashion house Maison Martin Margiela. 45% MOBILE The ultra­discreet maison, founded in 1988 by its retiring namesake (the Dutch  designer is never photographed or appears after his fashion shows), will undoubtedly  Sarah Day bring its own brand of conceptual design to the mainstream high street shop. Martin  Group HR Director Margiela has never been known to conform to the sartorial­ norm,  creating his clothes  Fringe theatre: JW Anderson closes mens fashion through deconstruction, allowing the creative process to visible upon the garments and  TONE week with a flourish playing with unusual proportions. Indeed, dresses in the houses S/S 12 collection  www.guardian.co.uk/fashion 22/06/12 were made from the re­creation of their pattern pieces, either in a multitude of sequins  or through being encased in plastic.   70% POSTIVE This look is perfect the right  amount of print mixing and i  love white in the winter. 30% .… read more » NEGATIVE 22/12/07 The Sartorialist Styleseer Fringe theatre: JW Ander- son closes mens fashion 7 hour ago www.thesartorialist.com/ week with a flourish 22/06/12
  36. 36. 20th June 2012ePERFORMANCE DIRECT TRAFFIC +33% One Day Im Going to Soar  is a concept album with an  NEWS unreliable narrator, a  comeback LP about being  stuck in a self­defeating  cycle....read more SOCIAL Fringe theatre: JW Anderson closes mens fashion Daves week with a flourish 3 hour ago TWITTER SENTIMENTName: Oli Culcheth www.guardian.co.uk/fashion 22/06/12 ePERFORMANCE 22/06/12Position: Comms ManagerLast Log On: 18:53 Bryan Paijit We are at a  turning point in history: The  next stage of evolution in  the way we interact with the  world is… read more » REF: 123474 On the Street. John T A strong challenge 1 hour ago On the Street…..Prince St, New York Sales View: 55% Rive Gauche, Paris coming up from Bottega 22/06/12 www.thesartorialist.com 22/06/12 www.thesartorialist.com 22/06/12 www.thesartorialist.com/ 22/06/12 Web Page - Conversion rate: 40% our #EC1 tailors are going a  ePERFORMANCE www.trendwatching.com 22/06/12 fine job at  @Pitti_Immagine... Ben Sherman Fans 1 hourå ago TRENDS TOP BROWSER VISIT SOCIAL VALUE + 17% COMPETITOR MENTIONS Details... The Frayed Collar EXPLORER -11% -5% www.thesartorialist.com 22/06/12 ePERFORMANCE 22/06/12 ePERFORMANCE 22/06/12 ePERFORMANCE 22/06/12 For all men, if you are into  For all men, if you are into  village style and willing to  village style and willing to  pay city price. this is the  pay city price. this is the  Site Usage -5%
  37. 37. How are we goint to charge for it?A reduced setup cost for our first client in return for IP,plus a monthly fee.Next clients:We will charge according to the complexity of the setupas well as a monthly fee.
  38. 38. Learning Sensemaking Decisionmaking Collaboration

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