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This presentation was part of a workshop we conducted at the ClickZ Live conference in Bangkok.
Brands, if they really want to build relationships with consumers need to become more human, more warm and more empathetic. The focus needs to be on relationships and not transactions. Digital allows this relationship to be fostered and create genuine love between the producer & the consumer
Web 2.0, Social Media and the Creative Consumer.Kelly Page
These slides were delivered to an MBA class about rise of the creative consumer. The slides are beaded on research work by leading scholars: Pierre Berthon (Bentely), Ian Mcarthy (SFU), Leyland Pitt (SFU), Colin Campbel (Monash), Steve Kates (SFU), Hope Schau (Arizona), Albert Muntz (DePaul) and Clay Shirky in his book - Cognitive Surplus.
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Millennial targeting, social media management and adopting new channels all should be part of your Marketing Plan for 2016. What are you neglecting? Overly focusing on sales and not marketing is not sustainable practice. The interaction of your customers with your product IS increasingly your brand.
This is my social trends presentation for 2018-19. I have just finished presenting this last month. It is packed with interesting stats and case studies I have ever worked on or sourced from various places including Social Bakers.
In it I cover chat bots, audio, video and the future.
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Netmax Digital, a pacesetter in the web solutions realm complying global standards, is poised to make online business ways simpler and more strategic. We are a Professional Web Branding Company powered by market's best specialists and project managers that provide progressive web design solutions to clients spanning across the map.
Adopting a systematic approach, the focus is always on the brand image and the targeted key demographics of our customer. A wide assortment of services of web design and development, internet marketing and mobile applications development makes the transition of your venture into the online world as smooth as possible.
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Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
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Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
3. Agenda
Welcome
Introduction of Presenters and Panelists:
Matteo Montecchi, Lecturer at London College of Fashion
Karinna Nobbs, Lecturer at London College of Fashion
Jonathan Pryce, Digital Consultant & Independent Blogger
Kat Duffy, Academic Researcher & Blogger
Matthew Zorpas, Digital Consultant & Independent Blogger
Charlotte Sutcliffe-Smith, Head of PR, Beyond Retro
Presentations
Panel Discussion
Ask the Audience
Vote of Thanks
5. Time, Person of the Year, Advertising Age, Agency of
2006 the Year, 2007
6. Technical
shift in locus of activity
from desktop to web
Web 2.0
Creative
Social Consumers
Media UGC
shift in the locus of power shift in locus of value
away from the firm to the production from the firm
consumer to the consumer
Social
Content Creators
Conceptual framework based on: Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media,
and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271.
7. “If you make customers
unhappy in the physical world,
they might each tell six
friends. If you make customers
unhappy on the internet, they
can each tell 6,000 friends.”
Jeff Bezos CEO
Amazon.com
EMPOWERMENT
8. Fashion Influencers - a new scenario for
fashion brands
• Fashion consumers influence each other:
• copy each other behaviours.
• talk to each other informally; exchange information; seek and give
opinions.
• Growing importance of WOM (Word-of-Mouth) marketing: research
shows that positive WOM influences brand perceptions (image), brand
choice and ultimately sales (Bertrandias & Goldsmith, 2006).
• Positive WOM as an antecedent and consequence of loyalty.
• Social media “revolution”: consumers have shifted from being passive
recipients of marketing messages to being actively engaged in
interacting with brands, influencing the attitudes and the purchase
decisions of other consumers (Muniz Jr. & Schau, 2011).
• Almost six in ten fashion consumers look for customer feedback or
reviews if they are unsure about a website or product, particularly
females aged 25-34 (Mintel, 2011).
13. Fashion Instagram Charts
High 200K+: Burberry (530K), Forever21 (408K), Nastygal (366K),
Kate Spade (370K), Marc Jacobs (343K), ASOS (239K), Topshop
(239K), H&M (201K)
Medium 100K-200K: Gucci (172K), Tiffany&Co (158K), NetaPorter
(158K), Bergdorfgoodman (129K), OscarPRGirl (101K)
Low <100K: DKNY (80K), Mango (40K), Gap (30K), Armani (22K),
Levis (25K), Selfridges (22K), River Island (18K), Urban Outfitters
Europe (8K), HarveyNichols (5K), Jaeger London (500), Whistles
(300)
No presence: Louis Vuitton, Prada, Chanel, Marks and Spencer,
Dorothy Perkins, Primark, All Saints
14. NastyGal
• Brand is 4 years old, launched on Instagram in late 2010
• Founder Sophia Amoruso (28)
• 60% Gross Margins, 93% of sales at FP, 75% Sales Increases
• Translated Likes to Sales, update So Me 5 times a day
• Obsesses over models poses, arty backgrounds,
• Personal and open company culture where staff to post about
weekend getaway trips and makeup tips
15.
16. Nasty Gal
• Followers: 366K
• Posts: 1211 (new products, inspiration (lifestyle), new models, staff
insights)
• Average posts 5 a day
• Average number of Likes (10K)
• Average comments (170) very positive
• Competition: #supernasty 1 week, 20 crowdsourced images for
limited edition magazine (13K uploads)
• Competition: #nastygirlsdoitbetter 1 week, $1000 giftcard &
camera (5K) uploads
• Integrated with other So Me platforms, tailor content (FB 494K),
(TW 60K), (Utube 2K subs, 234K views), Tumblr, Pinterest (18K)
17.
18. Kate Spade
• Ranked 2nd after Burberry in L2, embedded in marketing DNA
• Launched on Instagram in 2011
• “Live colourfully” Brand motto
• 1526 Images (food, design inspiration, behind the scenes at
events and shoots, ad previews, colour is an important theme,
press features, staff, NYC, infrequent competitions)
• Average 2-3 images posts a day
• Average likes (3K)
• Average comments (40)
• Importance of geotagging the location, the account is also followed
as for places to see and things to do in NYC
• #artofthedot, to celebrate themes of AW collection, 2Ksubmissions,
• Guest instagrammer Brad Goreski Show stylist
• Effective Integration with other So Me platforms (FB 600K), TW
295K, You tube (2K subs, 200K views), Pinterest (85K)
19.
20. H&M
• H&M: Launched in Feb 2012, 201K Followers,
• 126 images ( ad previews, behind the scenes at events, new
products, contest winners, styling ideas, no staff info)
• Average 1 image per day
• Average no of likes (4K)
• Average no of comments (60)
• #MarniatHM: 2 weeks, 4 guest bloggers as jury, top 5 prizes
pieces from the collection, linked to Facebook app (voting) , 5K
submissions
• #HMBeckham: 2 weeks, prizes are signed underwear, $1000
shopping spree, 3K submissions
• #AdrMoreisMore: 3 weeks, ADR is judge, 3 pics to win pieces
from the collection, post images of extravagance 1.5K submissions
21.
22. Top Tips
1. Showcase company culture (A day in the life of
the brand, staff insight)
2. Integrate Instagram to your company website
and other So Me platforms
3. Host a contest or promotion
4. Utilize Guest Instagrammers (bloggers,
photographers, celebs)
5. Connect the online to offline through events
26. Results
212 Photographs
4668 'Likes' on Photos via Facebook
7923 Visitors on Facebook App
3629 Facebook 'Likes' – 33% increase on previous month
693% Reach increase on previous month
Reach across blogger Twitter & Facebook: 18,100
Glasgow and London sales increase 25% on previous year
Retail Week “Campaign of the Week”
27. Reflections
Benefits
• Blogger Community
• Quality Control of Instagram photography
• Quality Control of Brand Image
• Real life presence
Disadvantages
• Limited Ownership
• Limited Reach
• Closed Environment (no new or unexpected ideas introduced)
29. Panel Discussion
Guest Panellists:
Kat Duffy, Academic Researcher & Blogger
Matthew Zorpas, Digital Consultant & Independent Blogger
Charlotte Sutcliffe-Smith, Head of PR, Beyond Retro
Jonathan Pryce, Digital Consultant & Independent Blogger
Karinna Nobbs, Lecturer at London College of Fashion
(chair) Matteo Montecchi, Lecturer at London College of Fashion