A presentation given at the international apparel federation conference in Hong-Kong in October 2010.

1. SOCIAL MEDIA
FOR THE FASHION INDUSTRY
PRESENTED BY BOGO VATOVEC

2. SOCIAL MEDIA IS A BUZZWORD

3. WE MUST GO ON FACEBOOK
WE MUST BE PRESENT IN SOCIAL
MEDIA TO SURVIVE
EVERY CEO MUST BLOG!!!
YOU DON´T TWEET????

4. WE ALL KNOW THESE

5. A GOOGLE SEARCH RETURNS
288 MILLION RESULTS

6. A SEARCH FOR CONFERENCE RETURNS
19 MILLION RESULTS

7. A SEARCH FOR CONSULTANT RETURNS
100 000 RESULTS

8. ONE PICTURE TELLS MORE THAN
1000 WORDS

9. MORE PICTURES TELL
MORE THAN JUST ONE

10. LINKS ARE EVEN BETTER

11. CHEMISTRY

12. BOTANICS

13. AS CONFUSED AS ME?
© WorldClassID

14. TOO MUCH TRUTH HERE

15. SOCIAL MEDIA SUPPORTS
COMMUNICATION BETWEEN HUMANS
NARROWLY SAID – USING DIGITAL MEDIA
BOGO`S SIMPLE DEFINITION

16. SOCIAL MEDIA IS A
YES
BUTS
WITH

17. SOCIAL MEDIA IS A
YES

18. SOCIAL MEDIA IS
NOT JUST FACEBOOK

19. SOCIAL MEDIA IS A BRAND
COMMUNICATION CHANNEL
Customers Employees
Company
Partners

20. Customers Employees
Company
FOCUS ON CUSTOMERS
Partners

21. SOCIAL MEDIA GIVES
POWER TO THE PEOPLE

22. SOCIAL MEDIA IS A TOOL
OF THE INFORMED CUSTOMERS

23. SOCIAL MEDIA BRINGS
CUSTOMERS TOGETHER

24. Partners
Customers Employees
Company
FOCUS ON EMPLOYEES
AND PARTNERS

25. IMPROVE PRODUCTIVITY AND
COLLABORATION

26. PartnersCustomers Employees
Company
BRING THEM TOGETHER

27. PROVIDE TRANSPARENCY

28. ENGAGE AND INVOLVE

29. SET BEHAVIORAL GUIDELINES

30. SOCIAL MEDIA IS AS INVENTED
FOR THE FASHION INDUSTRY
SHOPPING IS A SOCIAL EXPERIENCE
FASHION IS A PERSONAL STATEMENT
FASHION IS ABOUT FOLLOWING OTHERS

31. SOCIAL MEDIA WORKS REGARDLESS
OF BRAND POSITIONING

35. HOW IS SOCIAL MEDIA USED?
PATTERNS
MODELS

36. BUILD BRAND AND CREATE TRAFFIC

37. PROMOTE AND GET A DISCOUNT

38. TELL US YOU LIKE SOMETHING

39. GENERATE FANS AND GET AWARDED

40. PARTICIPATE AND GET AWARDED

41. PARTICIPATE AND GET AWARDED

42. CREATE DESIRES

43. COOPERATE WITH COMMUNITIES

44. SHOP TOGETHER

45. SOCIAL MEDIA MARKETING CONCEPTS
ARE NOTHING NEW
EXCLUSIVE CLUBS
BONUS AND AWARD PROGRAMS
DISCOUNTS

46. IS THE FASHION INDUSTRY
ALREADY USING ALL POSSIBILITIES
OF SOCIAL MEDIA?

47. WE ARE ALL STILL LEARNING

48. ENGAGE IN A TWO-WAY CONVERSATION
PROVIDE FOR MORE USER-GENERATED CONTENT
MANAGE INTENSITY
EVEN THE BEST CAN DO BETTER

49. SOCIAL MEDIA DOES
NOT COME FOR FREE
COMMERCIAL
BENEFITS
SOCIAL
BENEFITS
LEGAL
BENEFITS
BUSINESS CASE

50. THE NUMBERS ARE IMPRESSIVE

51. BY 2015 MARKETING SPENDING ON SOCIAL
MEDIA WILL EQUAL OTHER CHANNELS
Social Media
Traditional Online
Offline
Bloom Group Report 2010

52. WITH 1BILLION TOTAL SALES,
33 MILLIONS WILL GO TO SOCIAL MEDIA
Social Media
Traditional Online
Offline
1 Billion Gros sales
10% total Marketing
= 33 Million on Social media

53. PEPSI SPENT
20 MILLION ON A PROFIT-FOR-SOCIAL CAUSE

54. RETURN ON INVESTMENT
IS HARD TO CALCULATE

55. A STRONGEST BENEFIT
COMES FROM CUSTOMER DATA
TARGETED OFFERINGS
SOCIAL SHOPPING
FASTER FEEDBACK

56. SOCIAL MEDIA IS
YES
BUT

57. A FAN IS NOT A BUYER
…
…

58. SUCCESS?

59. AND REALITY

60. WHAT ARE FANS TALKING ABOUT

61. WE HAVE OUR LIMITS

62. WE HAVE FEARS

63. NO CONTENT
NO CONTROL
PRIVACY
UNCERTAINTY

64. PRIVACY
500 MILLION USERS

65. THE ROADMAP TO SOCIAL MEDIA
SUCCESS

66. HAVE GUIDELINES
NOT RULES

67. WHAT IS THE FOCUS?
Customers Employees
Company
Customers Employees
Company
Customers Employees
Company

68. KNOW WHAT YOU WANT –
A SOCIAL MEDIA BALANCED SCORECARD

69. MANAGE

70. A NEW POSITION –
SOCIAL MEDIA MANAGER

71. MEASURE

72. DON`T BEAT THE DEAD HORSE

73. SOME GOOD READINGS

77. THANK YOU
BOGO VATOVEC
BOVACON
WWW.BOVACON.COM