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Digital trends you should know about
Sarah Blake
I
Some numbers to amaze and excite you!
South Africa has more
internet users than
Belgium, Ireland,
Denmark or Sweden
2.83 million Facebook
users in South Africa.
(60% of SA Internet users)
Facebook SA Audience Profile




Source: Total Poland active audience, Facebook internal, data Jan 2010
“Folks were tweeting 5,000 times a
day in 2007. By 2008, that number
was 300,000, and by 2009 it had
grown to 2.5 million per day. Tweets
grew 1,400% last year to 35 million
per day. Today, we are seeing 50
million tweets per day
—that’s an average of 600 tweets
per second.”

                          Twitter.com
Two thirds of the global Internet
population visit social networks


Source: Nielsen, Global Faces & Networked Places, 2009   Credit: Christian & Cie http://www.flickr.com/photos/christiangates/
10% of total
                                                                        internet time is
                                                                        spent on a social
                                                                        network


Source: Nielsen, Global Faces & Networked Places, 2009   Credit: Catherine http://www.flickr.com/photos/mayeve/
Social Media
   recently displaced
   Email as 4th
   most popular
   activity on the
   Internet.




Source: Nielsen, Global Faces & Networked Places, 2009   Credit: Esparta http://www.flickr.com/photos/esparta/
24 HOURS of video are
 uploaded to YouTube EVERY
 MINUTE…

                … it would take 413+
                  years to watch every
                  video.
100,000,000 videos
viewed on YouTube
every day
                     Credit: Jared http://www.flickr.com/photos/generated/
The number of
                         minutes spent
                         on Facebook
                         every day.




Credit: Mark Auer http://www.flickr.com/photos/thegeekshallinherittheearth/
Social Media is
transforming the way
content is consumed..
It’s taken the
loudhailer used by
publishers…
   Credit: altemark http://www.flickr.com/photos/altemark/
… and given consumers
 a bigger one.

 “Technology is shifting
 power away from the
 editors, the publishers,
 the establishment, the
 media elite. Now it’s the
 people who are taking
 control.”       Rupert Murdoch
                    Mogul
In 2006 approximately 80% of all online purchases
originated from search engines




Source: Nielsen/Netratings
63% of search related
purchases occur in offline
retail stores

The Comscore Report
                 source: www.flickr.com/photos/nateone
Zappos will sell more
than $1 Billion worth of
shoes online this year




                      Credit: www.flickr.com/photos/purplemattfish
Net-a-Porter: £81,5m
in sales, 2009
So, what?
The sidewalk is
the new runway




                  http://www.flickr.com/photos/occhichiusi
#tip
The sidewalk is your market research!

Consumer generated campaigns don’t
mean ugly.
Online, style
is interactive




                 http://www.flickr.com/photos/riebschlager
Timesonline Live
Chats with style
experts.

They also tweet
from the runway.
#tip
The power of the “like”. (This will come up
again.)

Be a leader while facilitating discussion.
You have access to many leaders - this
could be an opportunity to leverage them?
Fashion lovers want
to share their style
with other fashion
lovers.
Or, everyone’s a
stylist




                       http://www.flickr.com/photos/splorp
#tip
Opportunities to connect with amateur
stylists and style lovers.

Find them and engage with them.
Online, fashion is about real people




                                  http://www.flickr.com/photos/csessums
#tip
New style ambassadors?

Creating / supporting bespoke networks.
The influencers
have changed


                  http://www.flickr.com/photos/redmozzie
Renowned photographer Nick Knight
says: “Fashion glossies have now got to
work out why they’re there. The industry
side of it — showing you the clothes,
saying where you can get them — is now
much better done on the internet.

Magazines should become much more a
place where you see incredible, beautiful
fashion photography.”
Bryanboy - a blogger




          Anna Wintour- not a blogger
#tip
Build relationships with key bloggers as
you would with journalists.

But, don’t let the bloggers dictate to you!
Mobile is important




                      http://www.flickr.com/photos/myxi
56% of urban cell
phone users take
photos with their
cell phones.

(The Mobile Internet in South
Africa 2010)
#tip
Mobile is different.

Personal, Always On, Always With You.

Remember those facts so you can create
engaging mobile experiences.
We want to share
with our real
social network




                   http://www.flickr.com/photos/jmsmytaste
#tip
Sharing tools at the point of inspiration or
consideration.

Capitalise on existing social networks.
So,what’s really important right now?
Online = print




                 Credit: Caro Wallis http://www.flickr.com/photos/carowallis1/
Online = print

• Interactive
• Social
• Sharing




                 Credit: Caro Wallis http://www.flickr.com/photos/carowallis1/
Online = print

If you treat it like
print, you will
create a poor user
experience




                       Credit: Caro Wallis http://www.flickr.com/photos/carowallis1/
Online allows you
to build many
real relationships
at low cost


                     Credit: Caro Wallis http://www.flickr.com/photos/dhammza
Search is a significant
traffic driver, and will
continue to be so
So, be aware of how your
campaigns and digital
assets affect search
A strategic
approach to social
media will help you
build relationships,
increase the
effectiveness of
campaigns, and
dominate search
results

                       Credit: Stuck in Customs http://www.flickr.com/photos/stuckincustoms/
Wanna know more?




                   Credit: mollycakes http://www.flickr.com/photos/mollycakes/
www.quirk.biz/emarketingtextbook

www.quirk.biz/welovewoolies
sarah.blake@quirk.biz




                        Credit: mollycakes http://www.flickr.com/photos/mollycakes/
Thank you very much.
GLOBAL
http://store.levi.com
http://www.facebook.com/Levis
http://www.weardrobe.com
http://techcrunch.com/2009/11/18/like-com-acquires-street-style-fashion-community-
weardrobe/
http://www.modcloth.com/
http://www.digitalbuzzblog.com/diesel-cam-connecting-stores-with-facebook-connect/
http://www.youngfatandfabulous.com/
http://designabikini.roxy.com
http://www.bryanboy.com/
http://www.thestylerookie.com/
http://twitter.com/timesfashion
http://thesartorialist.blogspot.com
www.zappos.com
http://artofthetrench.com

SOUTH AFRICA
http://www.we-are-awesome.com/streets/streets.html
http://www.thatblog.co.za
http://www.fashionjazz.co.za/
http://skinnylaminx.com/
http://www.daydreamlily.com
http://www.beingbrazen.com
http://www.stylescoop.co.za/
http://www.kimgray.co.za

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