Roger Yuen is the founder and CEO of Clozette, a global fashion social shopping network. He has extensive experience in digital marketing and social media, previously holding management roles with companies like Softbank and Acer. He is also the co-founder of e-Cop, an early pioneer in managed security services, and serves on the board of Brandtology, an innovator in social media analytics.

1. Roger Yuen
Founder & CEO

2. MY DIGITAL & SOCIAL JOURNEY
Roger YUEN
Founder & Chief Executive,
Clozette, Your Fashion Social Shopping Ntework
• Asia Pacific VP management positions with
SOFTBANKForums, Ziff-Davis, ZDNet, CNet Networks,
Acer Inc (Smart Handheld Business).
• Co-founder of e-Cop, which pioneered the first 24×7
Managed Security Services in the world, acquired iby
a wholly owned subsidiary of Temasek Holdings.
• Board member and seed investor of Brandtology, a
leading innovator in social media and online brand
intelligence, acquired by Sentia Media (Media
Monitor).
• Chairman ViSenze, state-of-art intelligent Visual
Recognition Technology provider, a spin-off company
from NExT, a reseach collaboration between National
University of Singapore & TsingHua University.

3. CONSIDER PITFALLS THAT CAN SINK YOU
Successful
Crowdsourcing
Create
vision &
culture
Evaluate
external
factors
Set
goals
Know your
crowd
Marketing
Nurture
influencers,
advocates
Datamining
Agility

4. 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 upload
photos.
No.1 CHALLENGE - CROWD PARTICIPATION

5. OTHER CHALLENGES OF CROWDSOURCING
o You don’t know the crowd and you haven't earn their trust.
o Others are competing for your crowd – how different are you?
o Copyrights of the content created
o How do you police the “unruly” crowd?
o Crowdsourcing takes time – do you have it?

6. LISTEN
EVALUATE
DEVELOP
CONTENT
STRATEGY
INTERACT
INFLUENCE
What are they talking about online
- your brand, products, services?
What’s the call
to action? Viral the influence
How best to tell &
sell this story?
Gamification, rewards
What’s the Story
you want to tell
or sell?
Listen to the CROWD
– survey, polls, online intelligence,
CLOSED-LOOP
CROWD
ENGAGEMENT
Budget & Objectives
OVERCOMING CHALLENGES

7. 1. Enable DISCOVERY: create interesting content - don’t sell all the
time
• it’s about the soft sell – explore, discover, buy
• bloggers, influencers, thought leaders
2. Encourage User Ratings, Reviews
• Show what’s trending, what others have bought
3. Enable Easy & Viral Connection
• Social Sign-On, Social Network Sharing, Instant messaging
4. Provide Recommendations; Promotions
• Lists – thematic, seasonal, occassions
• Rewards (virtual), provide exclusive deals
5. Engage & Understand your Audience
• Refer a friend, share a promo, nurture advocates
• Data mining
5 CROWDSOURCING CREATION TIPS

8. Extracted From ExactTarget
WHAT MOTIVATES A CROWD?

9. Awareness
Consideration
Preference
Conversion
Loyalty
Advocacy
Search, Content Sites
User reviews, online research
Social advise, local search
Purchase – online, in-store
Engage FB, Twitter, likes (rewards)
Share, post positive reviews, word of mouth FRIEND
FOLLOWER
FAN
ADVOCATES FUNNEL
USER BEHAVIOURS

10. OFFLINE
OOH
Posters
Catalogues
Print
Events
SOCIAL MEDIA
Blogs
Facebook
Linkedin
Twitter
Youtude
MOBILITY
Apps
SMS, MMS
Device optimization
E-Coupons / Rewards
ONLINE PLATFORMS
Banners
Rich media, Videos
Websites
eDM, Newsletters
Make
360
ENGAGEMENT
a part of your
crowdsourcings
trategy
CROWDSOURCING NEEDS TO BE HOLISTIC

11. Power of Crowd
Clozette’s ASOS UNDER $50
Case Studies

12. CLOZETTE SHARE . DISCOVER . SHOP
…a global fashion social shopping network
GLOBAL
www.clozette.co
JAPAN
www.clozette.jp
INDONESIA
www.clozettedaily.com
THAILAND
th.clozette.co

13. HOW TO CROWD-CURATE CONTENT
ASOS UNDER $50 CAMPAIGN
121
items
62
items
62
items
56
items68
items

14. ASOS UNDER $50 COLLECTIONS CAMPAIGN
89 Collections
1332 Items
121 transactions
USD 4732 sales

15.  People are emotional (specially online) – build relationships and connect
with 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 the
conversation.
 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 EMBRACE
the Digital Era & Crowdsourcing
ESSENTIAL GUIDE TO DIGITAL ENGAGEMENT

16. Roger Yuen
Founder & CEO
roger@clozette.co
2011 Red Herring Top 100 Asia Winner | 2011 Red Herring Top 100 Global Winner
GOLD & SILVER Winners for Digital Marketing, Marketing Excellence Awards 2012