Filed under: Events, Hot List Clients, News, Our team, Social Networking/ Word Of Mouth | Tags: AW2010, blogger outreach, burberry, Design, fashion collections, Fashion Week, Jaeger, Jasper Conran, london, MAN event, social media, supreme, topman, Vivienne Westwood, Yahoo!
The Topman trouser shoot did not go to plan.
We’ve been working with Topman on their social media and developed their profiles from a standing start to thriving communities providing rich consumer insight and sales. One of our recent projects for London Fashion Week was identified by Yahoo! as the most viewed and searched show during the period. This is a great example of how involving the community demonstrates real value, providing more impact and exposure than competitors. Independent pat on the backs from brands like Yahoo! are always welcome but we also have our own way of tracking results – just ask about our social rating tool.
The press release is below but we think it is a powerful testament to our social work when our male only campaign trumped unisex campaigns by other brands.
***TOPMAN REIGNS SUPREME ON LONDON FASHION WEEK’S CATWALK***
Men’s Growing Passion for Fashion Revealed By Yahoo! Search
Friday 26th February 2010. As the curtain falls on London Fashion Week, Yahoo! Search has been looking at who reigned fashion supreme as King or Queen of this season’s catwalk.
The Yahoo! Search data over the last week revealed the Topman Design collection made the greatest impact and buzz. Proving that consumers still have a passion for high street fashion the show generated the highest search reaction and greatest keyword spike of the entire London Fashion Week.
Usually incorporated into the successful MAN event, this year’s AW2010 showcase is the first time Topman Design stepped out on its own.
Following on the smartly polished heels of Topman’s premium collection, the ever popular Vivienne Westwood and Burberry collections ranked in runner-up positions.
Top 5 London Fashion Week Collections by Popularity
1 Topman Design
2 Vivienne Westwood
3 Burberry
4 Jaeger
5 Jasper Conran
Filed under: Brands & Marketing, Hot List Clients, News, Social Networking/ Word Of Mouth | Tags: £1m, cost effective, Dell, dollar, integrated, million, pound, reasonable, sales, social media, Sony, topman, Twitter, vaio
After being selected as the Twitter logo, Kevin the bird piled on the pounds (dollars)
Yeah, I know. That title is pretty cool huh? Twitter is catching up as a sales channel but I switch the ‘catching’ with ‘ka-ching’ (the sound of money ringing the tills). I’m certain my talent as a newspaper headline writer is lost in this job. Anyway, the twittering right now is about Sony Vaio generating £1m in sales from their Twitter channel.
Quite a few people have picked up on this and response seems to be quite mixed. Many figures are taking it with a pinch of salt but it’s not that much of a stretch. This is a global channel and part of their integrated marketing and PR. From our own experience with clients we’ve delivered social campaigns with a crazy high sales ROI, that if you scaled up to the Vaio activity would be substantially higher. A good example would be our work for Topman… but Sir Phil Green would likely slap me if said any more than that. Needless to say that the main costs are in the set up and once you have a critical mass, directing traffic, response and importantly sales becomes easier and increasingly more effective.
Filed under: Social Networking/ Word Of Mouth, research | Tags: billion, buzz, consumer, Facebook, Google, impact, members, million, Networking, numbers, people, posts, power, pull, push, reach, social media, sucks, Twitter, viral, volume, word of mouth
interaction vs proximity graph
Brands are no longer able pitch the credentials of their products to the current social media generation. Push is almost out, but pull is sky rocketing in. Buyers and consumers want trusted and real information from people like themselves and know where to go, to get it. They need it stamped as trustworthy and good for usage (with extra features) not by any company that dreamed up the slogan at a coffee shop meeting, but by the members of a social network that they can see, interact with, and most importantly something that they chose to join. They all have an appetite for the real interaction that generate buzz in which they are a part of. Facebook’s 350 million user posts and its shared 3.5 Billion different content per week, is what these consumers want.
Talk about a lot of possible brand awareness and brand management. People know the members of their social media networks and trust what they have to say. They can access all this information quickly and easily to help them learn about the product, and step into a shop knowing more about the goods compared to the shopkeeper himself.
Social media is about investing in relationships that create more economic value than they cost. It is about engaging with the people who decide whether to buy or not buy what you are selling, like it or dislike it, recommend it or trash it, and even to mould it or to throw it out the window.
A great (and very fun) way to show the power of social media marketing is to enter “(BRAND NAME) sucks” into Google. Put into consideration the fact that around 80% of the information read on the Internet today is not read on the site that it was originally published, but through social media, the word is spread to different websites, blogs, forums and networks. It is no longer just a fad for kids or a way to spread the word about your fart app; social media is evolving as a powerful and a fast paced low-cost, high-reward tool for making the sales, turning profits and taking home the big prize. The price tag is appealing and it is no holds barred.
Filed under: Hot List Clients, Social Networking/ Word Of Mouth, research | Tags: 2010, art of the trench, burberry, chanel, charlotte russe, community, dolce & gabbana, Facebook, fashion, gilt groupe, louis vuitton, luxury, marketing, prizes, social media, topman, Twitter, you tube
Channel Chanel
User-generated content is key to social media and fashion. From blogs to Facebook photo contributions to product reviews, the user-generated content is at its apex. One of the most notable and consistent campaigns that are built around user-generated content and social media has been from the brand Charlotte Russe, The brand’s weekly trivia contest on it’s Twitter channel or virals from their YouTube channel, drives the consumers to their website with the high hopes of snagging some great prizes.
Another great example of user-generated content used is Burberry’s Art of the Trench site. The people are encouraged to upload photos of themselves wearing Burberry’s signature style, the trench coat. Burberry is on a roll when it comes to online advertising to showcase their goods.
Moving into 2010, brands and retailers will be delving deeper into social media to reach online audiences. Digital and e-commerce launches of new products have also been a popular way for brands to keep costs low in a tough economy for luxury products. A variety of mobile platforms have taken off as brands, magazines, and web sites to develop apps with the goal of extending their online presence and widening the distribution channels.
When it comes to developing apps, fashion brands are some of the fastest out of the blocks. Chanel shows its runway collections via iPhone app, and the Gilt Groupe app allows users to shop sample sales and receive alerts as to when sales are starting. Guilt free apps to download for the stylish brand hunter! We’re currently developing iPhone and Blackberry apps for fashion brands around London Fashion Week.
The future of fashion is in digital marketing, not only have these brands started to win over the consumers through social media campaigns, but are starting to create their own niche groups. Louis Vuitton, Dolce & Gabbana and other major league heavy hitters in the fashion industry have launched their own social networks or added social components to their existing web sites. Or in the case of TOPMAN, we’ve worked to build their community over existing social networks and channels to lighten the load on the brand and keep things relevant to their audience.
It’s been a tough education, but we start to see less one-way discount promotions, and more genuine interaction between the brand and the people, it makes everyone happier and allows sales to boost, with satisfaction of personally acquainting yourself with who you are purchasing your new outfit from.
Filed under: Events, Our team, Social Networking/ Word Of Mouth | Tags: coxy, disco, dj, Events, manage, social media
1. Twitter: Monday is the peak day for re-Tweeting
There are two ways of looking at this – either it is best to Tweet about your event on a Monday when, seemingly, most Twitter users are receptive to the message. Or there is the other school of thought, that being that Tweeting on a Friday (when fewest users are re-Tweeting) is the best day, i.e. when Twitter noise is at a minimum, but users may be less receptive to the message.
Try it out – let me know your results!
2. Event branding: “If you don’t brand your event, someone else will”
Basically, if it isn’t you taking the first step to communicate the appeal of your event, it will be someone else, and they could have a much less favourable view of what you’re doing.
3. Opinion: Ask questions of your potential attendees
Make them a part of the event by inviting them to comment on how you plan it. There are a massive range of tools available for gauging opinion on your ideas for the event. A great example is Google Docs – this lets you create forms which act as questionnaires. Keep it simple – send a few questions to key people that give a sh*t.
4. Find like-minders online: Look for people dedicated to the same cause
What is your hook for the gig? What’s its raison d’etre? Who else is interested in whatever it is that’s different about your event? Find them online.
a. RSS newsfeeds and iGoogle
Look for key words that sum-up what it is you’re trying to do. Set up Google Alerts for these keywords, wire it into an RSS and have it appear as a feed on your iGoogle homepage. This will basically provide an up-to-minute newswire linking you to all relevant content surrounding the theme/hook for your event online (everything going through Google anyhow!). This should not only help to inspire you and provide you with more ideas but, most importantly, help you find the people online who have a similar interest or opinion.
b. TweetDeck
Get a Twitter account, wire it into TweetDeck and have a search column for your keywords. For those people mentioning either you or your themes/keywords, add them on Twitter – get chatting.
c. Guest blogging
Once you’ve found these people, get a feel for what they’re publishing online. This could be potential punters, small-scale promoters or established DJs/promoters. Spend maybe a few weeks with their blogs. Get a feel for what they’re trying to achieve and where they’re coming from. Once you’re confident they are people that are worth building a dialogue with, either ask to write a guest post on their blog, or alternatively email them and ask if they’d like to contribute their opinion on yours (this may be for more experienced events organisers/promoters). The smaller-scale guys will be happy of the content and recognition, the bigger boys will be happy to flout their experience and gain additional coverage.
5. Be ‘altruistic’ with your potential attendees online
The definition of this term from Wikipedia is as follows:
Altruism (pronounced: /ˈæltruːɪzəm/) is unselfish concern for the welfare of others.
In essence, always remember that your event is all about your crowd. Period.
More soon…
Disco x
dj coxerino spins dem wheel of steel innit!
Filed under: News, Social Networking/ Word Of Mouth | Tags: Americas got talent, barack obama, guardian, Media Guardian, NBC, press conference, social media, susan boyle, white house, YouTube
Nice little article over at Guardian Media relating to the power of the social media starlet:
Susan Boyle: to appear on NBC’s The Today Show tonight. Photograph: NBCWho is the most powerful person in the free world? If you’re telling us it is US president Barack Obama, you would it wrong. It is, of course, Britain’s Got Talent star Susan Boyle. When the White House told US TV networks to clear their schedules tonight for a live presidential address to the nation at 9pm, the powerful NBC network said no. The reason? It had an exclusive interview with Boyle for that night’s edition of America’s Got Talent. The White House swerved, and rescheduled Obama’s address at 8pm eastern time, which means many Californians will be commuting home and will not see it. Not that the White House will admit it, reports the Independent. “In speaking with various media outlets, we found that rescheduling for one hour earlier would help us to arrange for as many Americans as possible to hear directly from the president at the press conference.”
Susan 1 Barack 0.
Our office opinion is that she is still soooo over-rated. Her voice was not that great.
