Social Media Basics for Fashion Industry (Asian Edition) Presented by
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What to expectThroughout this ebook, you will learn about the changein the media landscape and how it affects the fashionindustry in the Asia market. Readers will also find tipson how to utilize social media for fashion brands, aswell as best practices from around the world.Enjoy!
Why social?One of the biggest mistakes a fashion brand canmake is to think of social media as a cheaperalternative to market a brand.Fashion industry heavily relies on word-of-mouth,because what people wear is naturally meant to beshared with others. Most women are influenced bytheir friends’ or colleagues’ advice on their choice offashion and style and they feel good aboutpurchasing from a brand that creates a positiveassociation in their mind.Social media allow fashion brands to activate thisword of mouth. If done right, fashion brands canturn current customers into advocates (talk aboutyour brand and products with passion), and theirfriends into new customers.Current customersTheir friends (potentialcustomers that could beactivated with socialmedia)
The reachAsia Pacific Internet Users spend most of their time socialnetworking, of 9.5 hours per day in average.(Source: Comscore Media Matrix, April 2010)China alone has more than 420 million Internet users, thatdoubles the number of Internet users in the United States.(Source: Internet World Stats, April 2011)Video content is extremely popular in Asia, reaching 276million viewers everyday. With Youtube being the mostpopular video site.(Source: Comscore video matrix, May 2010)
The shopping3 (underlined) out of the top 5 things Asians buy online areor could be fashion items.35.3% 27.4% 26.4% 20.8% 14.9%Clothes Books Shoes A gift Beer
MobileFashion brands should consider including mobile into any kind of marketing planning. Compared toconsumers from other regions, their Asian counterparts are obsessed with photo sharing (e.g. inrestaurant, in fashion boutiques etc.) Brands should take full advantage of this behaviour. More than 400 million people across Asia had access to mobile Internet in 2010. (Source: SMAATO) More than 69% of Asia consumers say they are comfortable with mobile advertisements. (Source: Inmobi)
Power of SocialSocial media is crucial for the Asian market because people are extremely active in sharing, as wellas getting branded information from their peers. It’s the perfect landscape for fashion brands to be in.Nearly 1 in every 4 Facebook users comes from Asia.(Source: Comscore)Compared to other countries, Asian consumers are highly influenced by social media sites duringpurchasing decision. 60% use social media to make purchase decisions compared to 42% globally.(Source: Niesen)Social media is not commonly used only by younger generation anymore. In Asia, 80% of Internetusers aged 55+ say they use social networking sites.(Source: Marketing Interactive)
The ampliﬁer theoryMost brands only start a Facebook page or Weibo account and consider it a jump start on theirsocial media strategy. Unfortunately, it is not as easy as it may sound to make it have animpact on consumers.Being on these channels is a good start, but brands need to give people reasons for being partof a brand community.Social channels are like amplifiers. Amplifiers are appreciated only if it’s making a good songlouder. However, what many brands forget is to build this “song” before building the amplifiers.
Wrong Approach Integrated Approach Online Offline paid paid + Brand message 2Brand message 1 media media Online Offline paid paid media media Brand Community Brand Community Online Offline WOM WOM Channel strategy is supposed to be one of the most important factors within the overall social media strategy. It should more or less change the original communication if the brand integrates social media correctly to the marketing mix. Use the “integrated approach” diagram as reference.
FocusFacebook, Twitter, Weibo, Instagram, Foursquare, Pinterest, and the list goes onand on. One of the most common mistakes made by brands and agencies ismake they try to set up accounts and pages on as many networks as possible atthe same time, with limited resources. When a brand starts to engage on socialmedia, marketing team should focus their effort on building the base communityon a core channel, then perhaps expand to other networks at a later stage.Quality of the content is key!
Brand storyFashion brands have great brand stories.Before creating any new content for thecommunity, don’t forget to look into the existingbrand materials that could be re-used online asfresh content.
In-storeDecorationWhether a fashion brand is in the middle of amarketing campaign or just a long-term day-to-dayengagement, there should always be something setup in-store to let consumers know about the onlineThe ampliﬁer theorycommunity. Simplest way would be having signs in-store showing why they should join the community.StaffAll staff need to know about the online community,and they should be trained to often remindcustomers about it, especially when there’s acampaign going on.
Campaign ideasWhenever brands think of campaign ideas, they often start withthinking around giving away products for free. Think bigger andbetter! Give your community a chance to experience somethingexciting and different and something they really care about (e.g.backstage access to exclusive fashion shows).
Show offOther than the quality of design and material, fashion isalso about selling a lifestyle. Once a brand finds outwhat interests the customers within this lifestyle, all theyneed to do is allow their customers to show off amongtheir peers, who usually have a similar fashion taste andlifestyle.Create campaigns, use small prizes, include them inspecial events and make them feel special and proudabout sharing stories of your brand!
Victoria’s Secret has long been the biggestretailer brand community on Facebook. Learn the3 tactics that made them successful.
Behind the sceneThrough Facebook and Youtube, Victoria’s Secrettakes its fans behind the scenes, offering them aunique experience throughout different platforms.Exclusive valuesVS offers Facebook-exclusive deals and events. Theyannounce special discounts for Facebook fans first, orallow fans to view livechats with models. These small“perks” really give people reasons to join and sharetheir brand community.Great imagesGood images work well on any marketingcommunications. However, good images get sharedthe most on social media, every single imageVictoria’s Secret posts recruits more fans whenexisting fans share the images.https://www.facebook.com/victoriassecrethttp://www.youtube.com/victoriassecret
Diesel has a strong brand personality, see whatthey’ve done in-store to bring their playfulness tosocial media.
In-store integrationThis is a great example of how social media can beintegrated in-store, bringing offline customers’ experienceonline.Diesel has built an interactive installation in one of theirstores in Spain. This project allows customers to ask theirfriends for real-time feedback on the outfit they are tryingon and therefore, increasing word-of-mouth and brandexposure through their customers’ social network. http://www.youtube.com/watch?v=_P-zA90yI64
Other than their famous Twitter account, run by their“PR girl” Aliza Licht, it’s crucial that brands learnmore about their way of communication toconsumers on Facebook.
What DKNY has been doing very well on Facebook istheir 1) quick creative content and 2) real-time postingof raw-photos. Great graphic design to celebrate their 500K fans mark for their Facebook page, showing great appreciation of their fans’ support. Instead of taking time to retouch all the photos before publishing, DKNY posts real-time raw content to their Facebook community, giving a personal exclusive touch to these photos makes viewers feel special. https://www.facebook.com/DKNY
Fully utilize lifestyle contentNo matter how big or small a fashionbrand is, there’s always existing contentready to be edited or localized for beingre-published as fresh content. Marketersneed to be creative and think of new waysto “recycle” the content.Instead of talking only about Burberryproducts, they localized internationallifestyle content (music, design, TVCshooting etc.) and uses them on SinaWeibo (Chinese Microblogging platform)for the China market.http://weibo.com/burberry
As the UK’s largest online fashion store, their key purpose of ASOS’communication on social media is to drive traffic to it’s online store.Asos directs traffic in a cool way by constantly updating the community with latestlooks, Facebook-only offers and fun little campaigns to give away discounts.https://www.facebook.com/ASOS
Adidas is doing a great job at making fansfeel feel like they are an integral part of thebrand. Adidas has launched the “City vs Citychallenge” that features people from aroundthe world wearing brand’s clothing. Onlinecommunity is invited to participate by votingfor their favourite styles in different cities.Users can also create their own lookbook andshare it on all social channels.http://www.adidas.com/campaigns/WomensLookBook/Content/Battle/20?appshare=true&battleId=-1&sid=6445d464-7512-4375-ba7a-456d3fced1bd&strCountry_adidascom=nl&headerType=discreet
ConcludeSocial media is not a cheapermarketing alternative to fashion brands.It is a powerful way to grow business byactivating customers’ word of mouth.Brands need to dedicate teams toimpress their online communities bymixing entertaining content, greatvisuals, exclusive news, brand stories,and brand offers on the right channels.
aboutSALT is a new creative agency, founded byex-Ogilvy regional strategist, Tim Ho. He isbest known for leading an internationalmulti-award winning social media campaign,Huggies Babies-On-the-Go.SALT operates in Hong Kong, Canada, andMexico, specializes in creating innovativecampaign ideas and brand management ondigital and social media for lifestyle andhospitality brands.
about SALT is a new creative agency, founded by ex-Ogilvy regional strategist, Tim Ho. He is best known for leading an international Idea multi-award winning social media campaign, Tim Ho | Hong Kong Huggies Babies-On-the-Go. firstname.lastname@example.org SALT operates in Hong Kong, Canada, and Editor Mexico, specializes in creating innovativeAlexandra Birukova | Canada campaign ideas and brand management on email@example.com digital and social media for lifestyle and hospitality brands. Design Tim Ho | Hong Kong firstname.lastname@example.org Research Tim Ho | Hong Kong email@example.com Carlos Saenz | Mexico firstname.lastname@example.org
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