With web 2.0 businesses are stepping into an era with better appreciation of the business (1), more effective marketing (2), stronger networking (3) and value creation (4), i.e new kind of business thinking. Here some thoughts gathered related to how the small and medium sized fashion businesses could start / improve their social media presence. The presentation has been created during a Baltic Sea Region -funded Baltic Fashion project, at the campus of Novia University of Applied Sciences.

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?

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

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?

23. Source:
hSp://al@metergroup.wpengine.netdna-­‐
cdn.com/wp-­‐content/uploads/2013/03/
Al@meter_Evolu@on_Social_Business_FINAL_0306
13.pdf

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

27. Source:
hSp://al@metergroup.wpengine.netdna-­‐
cdn.com/wp-­‐content/uploads/2013/03/
Al@meter_Evolu@on_Social_Business_FINAL_0306
13.pdf

28. SEEMS
LIKE
A
BIG
AND
HARD
JOB
TO
DO?
No
worries.
The
only
way
for
success
is
learning
by
doing…

29. ⑤
SoMe
liSerature
…

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