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FASHION	
  2.0	
  
Exploring	
  current	
  social	
  media	
  trends	
  	
  
from	
  fashion	
  business	
  perspec@ve	
  
	
  
The	
  agenda	
  
① 	
  Why	
  social	
  media?	
  
② 	
  Trends	
  shaping	
  our	
  social	
  environments	
  
③ 	
  Social	
  media	
  pla;orms	
  
④ 	
  How	
  to	
  get	
  started?	
  
⑤ 	
  SoMe	
  liAerature	
  …	
  
	
  
① 	
  Why	
  social	
  media?	
  
	
  
McKInsey	
  Global	
  Ins@tute	
  (2012):	
  The	
  social	
  economy:	
  Unlocking	
  value	
  and	
  produc@vity	
  through	
  social	
  technologies	
  	
  
	
  
Whom	
  do	
  consumers	
  trust?	
  
IN	
  OTHER	
  WORDS…	
  
	
  
•  As	
  the	
  main	
  interest	
  lies	
  in	
  the	
  abiliFes	
  of	
  small	
  and	
  micro	
  sized	
  
enterprises	
  to	
  succeed	
  in	
  their	
  businesses,	
  the	
  successful	
  
exploitaFon	
  of	
  social	
  media	
  results	
  in	
  beSer	
  apprecia@on	
  of	
  the	
  
business	
  (1),	
  more	
  effec@ve	
  marke@ng	
  (2),	
  stronger	
  networking	
  
(3)	
  and	
  value	
  crea@on	
  (4),	
  i.e	
  new	
  kind	
  of	
  business	
  

thinking.	
  

•  As	
  social	
  media	
  will	
  change	
  not	
  only	
  how	
  individuals,	
  but	
  how	
  
organisaFons	
  and	
  socieFes	
  are	
  able	
  to	
  work	
  and	
  organise,	
  
understanding	
  the	
  interconnecFon	
  between	
  social	
  

media	
  and	
  innovaFon	
  capaciFes	
  (i.e.	
  dynamism)	
  is	
  
indispensable	
  for	
  any	
  company.	
  
FROM	
  FASHION	
  BUSINESS	
  PERSPECTIVE,	
  
	
  

Social	
  media	
  creates	
  new	
  opportuni@es	
  for	
  interac@on	
  
and	
  learning	
  across	
  organisaFonal	
  boundaries.	
  
	
  

…	
  1)	
  improves	
  the	
  compeFFveness,	
  	
  
…	
  2)	
  increases	
  sales	
  +	
  3)	
  producFvity	
  	
  AND	
  
…	
  4)	
  speeds	
  up	
  the	
  internaFonalisaFon	
  processes	
  	
  
of	
  the	
  companies.	
  	
  
	
  

=	
  
 
② 	
  Trends	
  shaping	
  our	
  social	
  
	
  environments	
  
	
  
TECHNOLOGY	
  BASED	
  TRENDS	
  
ü  DigitalisaFon	
  and	
  e-­‐commerce	
  	
  
	
  

	
  (digital	
  business	
  models,	
  interacFve	
  retail,	
  value	
  creaFon)	
  

ü  Fashion	
  related	
  technological	
  innovaFons	
  
	
  

	
  (smart	
  fabrics,	
  wearable	
  technology)	
  

ü  Mobility	
  in	
  form	
  of	
  pla;orms	
  and	
  locaFon	
  
based	
  services	
  
HUMAN	
  CENTERED	
  TRENDS	
  
ü  InteracFon	
  and	
  engagament	
  
	
  

	
  (the	
  power	
  of	
  communiFes,	
  visualised	
  contents,	
  online	
  audiences)	
  

ü  Long	
  tail	
  customers	
  	
  
	
  (i.e.	
  PersonalisaFon)	
  
ü  Sustainability	
  
	
  
	
  

(meaningful	
  objects,	
  awareness)	
  
NEW	
  VALUES	
  
NEW	
  FORMS	
  OF	
  WORKING	
  
NEW	
  MARKETS	
  
NEW	
  INVOLVEMENT	
  BY	
  CUSTOMERS	
  
	
  

=	
  NEW	
  WAY	
  OF	
  THINKING	
  AND	
  ACTING	
  
③ 	
  Social	
  media	
  pla`orms	
  
	
  
B	
  
L	
  
O	
  
G	
  
G	
  
I	
  
N	
  
G	
  

A	
  personal	
  blog	
  sounds	
  great,	
  but	
  is	
  demanding	
  Fme,	
  energy,	
  
wriFng	
  skills	
  and	
  loads	
  of	
  ideas	
  to	
  become	
  followed.	
  
	
  

INSTEAD,	
  	
  what	
  might	
  interest	
  you,	
  is	
  	
  
•  gefng	
  your	
  products	
  photographed	
  to	
  
popular	
  fashion	
  blogs	
  
•  gefng	
  people	
  talk	
  about	
  your	
  products	
  in	
  
their	
  blogs	
  
	
  

=	
  What	
  maSers	
  the	
  most,	
  is	
  having	
  a	
  social	
  media	
  presence	
  and	
  
good	
  pictures	
  of	
  your	
  products	
  to	
  be	
  tagged.	
  
F	
  
A	
  
C	
  
E	
  
B	
  
O	
  
O	
  
K	
  

ADDS	
  
CAMPAIGNS	
  
GENERAL	
  INFO	
  
	
  
 

F	
  
A	
  
C	
  
E	
  
B	
  
O	
  
O	
  
K	
  

YES	
  
	
  

•  Easy	
  networking	
  and	
  
communicaFon	
  tool	
  

•  Pla;orm	
  for	
  instant	
  customer/
consumer	
  engagement	
  

•  User	
  popularity	
  

•  InformaFon	
  immediacy	
  and	
  
fast	
  feedback	
  

•  Free/Low	
  Cost	
  

•  Achieve	
  high	
  search	
  engine	
  
•  Increase	
  in	
  product	
  visibility	
  
rankings	
  

NO	
  

	
  

•  Issues	
  with	
  the	
  private	
  and	
  public	
  spheres	
  
•  Big	
  potenFal	
  audience,	
  but	
  lots	
  of	
  compe@@on	
  in	
  visibility	
  
•  Young	
  and	
  lead	
  user	
  customers	
  are	
  not	
  acFve	
  in	
  Facebook	
  
	
  
I	
  
N	
  
S	
  
T	
  
A	
  
G	
  
R	
  
A	
  
M	
  

#	
  DifferenFate	
  yourself	
  
o  To	
  be	
  successful	
  at	
  Instagram,	
  you	
  need	
  to	
  do	
  things	
  in	
  unexpected	
  
ways,	
  giving	
  your	
  followers	
  experiences	
  that	
  they	
  can´t	
  find	
  elsewhere.	
  

#	
  No	
  words	
  can	
  tell	
  …	
  like	
  pictures	
  do	
  …	
  
o  Pictures	
  of	
  live	
  situaFon,	
  from	
  back	
  stage	
  /	
  the	
  planning	
  process	
  etc.	
  
o  Visualise	
  your	
  products	
  in	
  any	
  situaFons	
  	
  you	
  can	
  imagine.	
  	
  

#	
  A	
  great	
  tool	
  for	
  niche	
  markets	
  
o  Encourages	
  sharing	
  contents	
  (=	
  Give	
  people	
  reason	
  to	
  picture	
  
themselves	
  with	
  your	
  products	
  and	
  to	
  share	
  the	
  pictures.)	
  
o  Personalise	
  your	
  brand	
  with	
  emoFons	
  aAached	
  to	
  the	
  pictures.	
  
o  Creates	
  trust	
  as	
  people	
  see	
  YOU	
  behind	
  the	
  brand.	
  
	
  

#	
  Contest,	
  campaigns,	
  (event)	
  promoFons	
  	
  
o  What	
  ever	
  you	
  can	
  think	
  of	
  -­‐	
  the	
  only	
  limitaFon	
  is	
  in	
  your	
  imaginaFon.	
  
I	
  
N	
  
S	
  
T	
  
A	
  
G	
  
R	
  
A	
  
M	
  
P	
  
I	
  
N	
  
T	
  
E	
  
R	
  
E	
  
S	
  
T	
  

#	
  Create	
  original	
  quality	
  pictures	
  
o 
o 
o 
o 

Express	
  feelings	
  	
  
Visualise	
  your	
  products	
  in	
  situaFons	
  people	
  want	
  to	
  be	
  related	
  to	
  
Link	
  the	
  pictures	
  to	
  your	
  website	
  /	
  blog	
  /	
  etc.	
  
Go	
  to	
  pinterst.com/popular	
  and	
  see	
  what	
  people	
  like	
  right	
  the	
  most	
  

	
  

#	
  Follow	
  other	
  people´s	
  content	
  to	
  build	
  up	
  a	
  network	
  
o  Remember	
  -­‐	
  the	
  more	
  you	
  follow,	
  the	
  more	
  you	
  will	
  be	
  followed	
  	
  
o  Follow	
  your	
  co-­‐workers	
  and	
  ask	
  them	
  to	
  follow	
  you	
  >>	
  wider	
  network	
  
o  Follow	
  people	
  of	
  your	
  interest	
  groups	
  (potenFal	
  customers	
  and	
  trend	
  
seAers),	
  not	
  just	
  ”anyone”	
  

#	
  Use	
  pinboards	
  to	
  make	
  product	
  catalogues	
  	
  	
  
o  Add	
  prices,	
  but	
  make	
  it	
  with	
  style,	
  lefng	
  the	
  pictures	
  speak	
  for	
  you	
  
o  Emphasise	
  visual	
  communicaFons	
  =	
  make	
  easy	
  and	
  aAracFve	
  pins	
  
	
  

#	
  Keep	
  your	
  fans	
  interested	
  with	
  offers	
  &	
  compeFFons	
  
Beau@ful	
  pictures,	
  aSrac@ve	
  to	
  	
  
people	
  following	
  trends	
  

P	
  
I	
  
N	
  
T	
  
E	
  
R	
  
E	
  
S	
  
T	
  

Product	
  	
  
related	
  
	
  feelings	
  

Targeted	
  marke@ng	
  
-­‐  Belonging	
  to	
  a	
  group	
  	
  
-­‐  or	
  a	
  community	
  
④ 	
  How	
  to	
  get	
  started?	
  
	
  
Source:	
  hSp://al@metergroup.wpengine.netdna-­‐
cdn.com/wp-­‐content/uploads/2013/03/
Al@meter_Evolu@on_Social_Business_FINAL_0306
13.pdf	
  
To	
  start	
  with	
  ….	
  
•  Link	
  your	
  social	
  media	
  goals	
  with	
  your	
  business	
  
strategy.	
  It	
  is	
  not	
  about	
  what	
  you	
  can	
  do	
  –	
  now	
  –	
  but	
  what	
  you	
  
WANT	
  to	
  do.	
  	
  

	
  

•  Follow	
  brands	
  /	
  designers	
  /	
  bloggers	
  and	
  lead	
  user	
  
customers	
  potenFally	
  interested	
  in	
  your	
  products	
  
and	
  see,	
  where	
  they	
  are	
  and	
  how	
  they	
  manage	
  their	
  social	
  media	
  
presence.	
  	
  

•  Explore	
  different	
  pla;orms	
  and	
  	
  r	
  e	
  l	
  a	
  x.	
  If	
  you	
  don´t	
  
like	
  one	
  pla;orm,	
  go	
  for	
  another.	
  

	
  
	
  
Want	
  to	
  avoid	
  stress	
  	
  
about	
  making	
  things	
  right?	
  	
  
	
  

•  Use	
  Fme	
  in	
  planning	
  your	
  social	
  media	
  presence.	
  
Make	
  an	
  ac@on	
  plan	
  for	
  1-­‐3	
  years.	
  

•  Learn	
  from	
  your	
  own	
  mistakes	
  /	
  your	
  collegues	
  /	
  your	
  
own	
  favorite	
  social	
  media	
  personali@es.	
  Remember	
  –	
  what	
  
works	
  for	
  some	
  one	
  else,	
  might	
  not	
  work	
  for	
  you.	
  

•  Use	
  tools	
  like	
  commun.it	
  to	
  manage	
  several	
  social	
  media	
  
presences	
  with	
  one	
  tool	
  only.	
  

•  Enlargen	
  your	
  audience	
  
by	
  networking!	
  
some	
  examples	
  of	
  social	
  media	
  management	
  tools	
  
	
  
FREE

bufferapp.com	
  

hootsuite.com	
  

sproutsocial.com	
  
Source:	
  hSp://al@metergroup.wpengine.netdna-­‐
cdn.com/wp-­‐content/uploads/2013/03/
Al@meter_Evolu@on_Social_Business_FINAL_0306
13.pdf	
  
SEEMS	
  LIKE	
  A	
  BIG	
  AND	
  HARD	
  JOB	
  TO	
  DO?	
  

No	
  worries.	
  The	
  only	
  way	
  for	
  success	
  is	
  learning	
  by	
  doing…	
  
⑤ 	
  SoMe	
  liSerature	
  …	
  
Interested	
  in	
  further	
  reading?	
  
THERE	
  ARE	
  PLENTY	
  OF	
  GOOD	
  ARTICLES,	
  BOOKS	
  and	
  WEBSITES.	
  	
  
HERE	
  JUST	
  A	
  FEW	
  WITH	
  RANDOM	
  SELECTION:	
  
	
  
+	
  these	
  	
  
	
  

•  Yuli	
  Ziv	
  (2013):	
  Fashion	
  2.0:	
  Season	
  of	
  Change:	
  A	
  Forecast	
  of	
  Digital	
  
Trends	
  Set	
  to	
  Disrupt	
  the	
  Fashion	
  Industry,	
  
hAp://mashable.com/2010/10/21/fashion-­‐digital-­‐tools/	
  	
  
•  FashionUnited	
  (2013):	
  Social	
  media	
  influences	
  fashion	
  
purchases,
hAp://www.fashionunited.co.uk/fashion-­‐news/fashion/social-­‐media-­‐
influences-­‐fashion-­‐purchases-­‐2013080218182	
  
•  MaA	
  Holloway	
  (2013):	
  6	
  Cs	
  of	
  Successful	
  Social	
  Marke@ng,	
  
hAp://prezi.com/bq2blf6kdefn/6-­‐cs-­‐of-­‐successful-­‐social-­‐markeFng/	
  
•  Charlene	
  Li	
  &	
  Brian	
  Solis	
  (2013):	
  The	
  Evolu@on	
  of	
  Social	
  Business,	
  	
  
	
  hAp://alFmetergroup.wpengine.netdna-­‐cdn.com/wp-­‐content/
	
  uploads/2013/03/AlFmeter_EvoluFon_Social_Business_	
  
	
  FINAL_030613.pdf	
  
Thank	
  you!	
  
	
  
Sanna Ketonen-Oksi
A	
  lifelong	
  learner	
  and	
  explorer,	
  currently	
  interested	
  in	
  social	
  media	
  and	
  it´s	
  role	
  
in	
  creaFng	
  value	
  and	
  in	
  remodeling	
  innovaFon	
  related	
  B2B	
  business	
  models.	
  
PhD-­‐student	
  at	
  Tampere	
  University	
  of	
  Technology.	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @KetonenOksi

	
  

	
  

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Fashion 2.0. exploring current social media trends from fashion business perspective

  • 1. FASHION  2.0   Exploring  current  social  media  trends     from  fashion  business  perspec@ve    
  • 2. The  agenda   ①   Why  social  media?   ②   Trends  shaping  our  social  environments   ③   Social  media  pla;orms   ④   How  to  get  started?   ⑤   SoMe  liAerature  …    
  • 3. ①   Why  social  media?    
  • 4. McKInsey  Global  Ins@tute  (2012):  The  social  economy:  Unlocking  value  and  produc@vity  through  social  technologies      
  • 5. Whom  do  consumers  trust?  
  • 6.
  • 7. IN  OTHER  WORDS…     •  As  the  main  interest  lies  in  the  abiliFes  of  small  and  micro  sized   enterprises  to  succeed  in  their  businesses,  the  successful   exploitaFon  of  social  media  results  in  beSer  apprecia@on  of  the   business  (1),  more  effec@ve  marke@ng  (2),  stronger  networking   (3)  and  value  crea@on  (4),  i.e  new  kind  of  business   thinking.   •  As  social  media  will  change  not  only  how  individuals,  but  how   organisaFons  and  socieFes  are  able  to  work  and  organise,   understanding  the  interconnecFon  between  social   media  and  innovaFon  capaciFes  (i.e.  dynamism)  is   indispensable  for  any  company.  
  • 8. FROM  FASHION  BUSINESS  PERSPECTIVE,     Social  media  creates  new  opportuni@es  for  interac@on   and  learning  across  organisaFonal  boundaries.     …  1)  improves  the  compeFFveness,     …  2)  increases  sales  +  3)  producFvity    AND   …  4)  speeds  up  the  internaFonalisaFon  processes     of  the  companies.       =  
  • 9.   ②   Trends  shaping  our  social    environments    
  • 10. TECHNOLOGY  BASED  TRENDS   ü  DigitalisaFon  and  e-­‐commerce        (digital  business  models,  interacFve  retail,  value  creaFon)   ü  Fashion  related  technological  innovaFons      (smart  fabrics,  wearable  technology)   ü  Mobility  in  form  of  pla;orms  and  locaFon   based  services  
  • 11. HUMAN  CENTERED  TRENDS   ü  InteracFon  and  engagament      (the  power  of  communiFes,  visualised  contents,  online  audiences)   ü  Long  tail  customers      (i.e.  PersonalisaFon)   ü  Sustainability       (meaningful  objects,  awareness)  
  • 12. NEW  VALUES   NEW  FORMS  OF  WORKING   NEW  MARKETS   NEW  INVOLVEMENT  BY  CUSTOMERS     =  NEW  WAY  OF  THINKING  AND  ACTING  
  • 13. ③   Social  media  pla`orms    
  • 14.
  • 15. B   L   O   G   G   I   N   G   A  personal  blog  sounds  great,  but  is  demanding  Fme,  energy,   wriFng  skills  and  loads  of  ideas  to  become  followed.     INSTEAD,    what  might  interest  you,  is     •  gefng  your  products  photographed  to   popular  fashion  blogs   •  gefng  people  talk  about  your  products  in   their  blogs     =  What  maSers  the  most,  is  having  a  social  media  presence  and   good  pictures  of  your  products  to  be  tagged.  
  • 16. F   A   C   E   B   O   O   K   ADDS   CAMPAIGNS   GENERAL  INFO    
  • 17.   F   A   C   E   B   O   O   K   YES     •  Easy  networking  and   communicaFon  tool   •  Pla;orm  for  instant  customer/ consumer  engagement   •  User  popularity   •  InformaFon  immediacy  and   fast  feedback   •  Free/Low  Cost   •  Achieve  high  search  engine   •  Increase  in  product  visibility   rankings   NO     •  Issues  with  the  private  and  public  spheres   •  Big  potenFal  audience,  but  lots  of  compe@@on  in  visibility   •  Young  and  lead  user  customers  are  not  acFve  in  Facebook    
  • 18. I   N   S   T   A   G   R   A   M   #  DifferenFate  yourself   o  To  be  successful  at  Instagram,  you  need  to  do  things  in  unexpected   ways,  giving  your  followers  experiences  that  they  can´t  find  elsewhere.   #  No  words  can  tell  …  like  pictures  do  …   o  Pictures  of  live  situaFon,  from  back  stage  /  the  planning  process  etc.   o  Visualise  your  products  in  any  situaFons    you  can  imagine.     #  A  great  tool  for  niche  markets   o  Encourages  sharing  contents  (=  Give  people  reason  to  picture   themselves  with  your  products  and  to  share  the  pictures.)   o  Personalise  your  brand  with  emoFons  aAached  to  the  pictures.   o  Creates  trust  as  people  see  YOU  behind  the  brand.     #  Contest,  campaigns,  (event)  promoFons     o  What  ever  you  can  think  of  -­‐  the  only  limitaFon  is  in  your  imaginaFon.  
  • 19. I   N   S   T   A   G   R   A   M  
  • 20. P   I   N   T   E   R   E   S   T   #  Create  original  quality  pictures   o  o  o  o  Express  feelings     Visualise  your  products  in  situaFons  people  want  to  be  related  to   Link  the  pictures  to  your  website  /  blog  /  etc.   Go  to  pinterst.com/popular  and  see  what  people  like  right  the  most     #  Follow  other  people´s  content  to  build  up  a  network   o  Remember  -­‐  the  more  you  follow,  the  more  you  will  be  followed     o  Follow  your  co-­‐workers  and  ask  them  to  follow  you  >>  wider  network   o  Follow  people  of  your  interest  groups  (potenFal  customers  and  trend   seAers),  not  just  ”anyone”   #  Use  pinboards  to  make  product  catalogues       o  Add  prices,  but  make  it  with  style,  lefng  the  pictures  speak  for  you   o  Emphasise  visual  communicaFons  =  make  easy  and  aAracFve  pins     #  Keep  your  fans  interested  with  offers  &  compeFFons  
  • 21. Beau@ful  pictures,  aSrac@ve  to     people  following  trends   P   I   N   T   E   R   E   S   T   Product     related    feelings   Targeted  marke@ng   -­‐  Belonging  to  a  group     -­‐  or  a  community  
  • 22. ④   How  to  get  started?    
  • 24. To  start  with  ….   •  Link  your  social  media  goals  with  your  business   strategy.  It  is  not  about  what  you  can  do  –  now  –  but  what  you   WANT  to  do.       •  Follow  brands  /  designers  /  bloggers  and  lead  user   customers  potenFally  interested  in  your  products   and  see,  where  they  are  and  how  they  manage  their  social  media   presence.     •  Explore  different  pla;orms  and    r  e  l  a  x.  If  you  don´t   like  one  pla;orm,  go  for  another.      
  • 25. Want  to  avoid  stress     about  making  things  right?       •  Use  Fme  in  planning  your  social  media  presence.   Make  an  ac@on  plan  for  1-­‐3  years.   •  Learn  from  your  own  mistakes  /  your  collegues  /  your   own  favorite  social  media  personali@es.  Remember  –  what   works  for  some  one  else,  might  not  work  for  you.   •  Use  tools  like  commun.it  to  manage  several  social  media   presences  with  one  tool  only.   •  Enlargen  your  audience   by  networking!  
  • 26. some  examples  of  social  media  management  tools     FREE bufferapp.com   hootsuite.com   sproutsocial.com  
  • 28. SEEMS  LIKE  A  BIG  AND  HARD  JOB  TO  DO?   No  worries.  The  only  way  for  success  is  learning  by  doing…  
  • 30. Interested  in  further  reading?   THERE  ARE  PLENTY  OF  GOOD  ARTICLES,  BOOKS  and  WEBSITES.     HERE  JUST  A  FEW  WITH  RANDOM  SELECTION:    
  • 31. +  these       •  Yuli  Ziv  (2013):  Fashion  2.0:  Season  of  Change:  A  Forecast  of  Digital   Trends  Set  to  Disrupt  the  Fashion  Industry,   hAp://mashable.com/2010/10/21/fashion-­‐digital-­‐tools/     •  FashionUnited  (2013):  Social  media  influences  fashion   purchases, hAp://www.fashionunited.co.uk/fashion-­‐news/fashion/social-­‐media-­‐ influences-­‐fashion-­‐purchases-­‐2013080218182   •  MaA  Holloway  (2013):  6  Cs  of  Successful  Social  Marke@ng,   hAp://prezi.com/bq2blf6kdefn/6-­‐cs-­‐of-­‐successful-­‐social-­‐markeFng/   •  Charlene  Li  &  Brian  Solis  (2013):  The  Evolu@on  of  Social  Business,      hAp://alFmetergroup.wpengine.netdna-­‐cdn.com/wp-­‐content/  uploads/2013/03/AlFmeter_EvoluFon_Social_Business_    FINAL_030613.pdf  
  • 32. Thank  you!     Sanna Ketonen-Oksi A  lifelong  learner  and  explorer,  currently  interested  in  social  media  and  it´s  role   in  creaFng  value  and  in  remodeling  innovaFon  related  B2B  business  models.   PhD-­‐student  at  Tampere  University  of  Technology.                                                                                                                                      @KetonenOksi