Date post: | 23-Jan-2015 |
Category: |
Technology |
Upload: | 4ps-marketing |
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@Stephanie_4Ps & @Lauren_4Ps#FashionDinner
Hello
Stephanie Villegas-RossDigital Strategist@Stephanie_4Ps
Lauren Luxenberg Digital Communications Manager@Lauren_4Ps
Our Clients / Experience
Agenda
OBJECTIVE: Why it’s important to invest in digital
What’s happening in the market?
Is your brand ZMOT friendly?
What can you do in 2013?
Technology
Universal Analytics
Universal Analytics
• New Tracking code• New Measurement protocol• User behaviour not visits• Cross platforms & devices• Track online & offline customers• Email list
Are Fashion Brands ZMOT Friendly?
Do they need to be?
Mobile
Why Mobile?
• 79% of smart phone and tablet owners use devices for shopping
• 73% use smart phones users, use their device for store location
• Mobile shopping queries are 2x more likely to be in store
• 79% of mobile users, use their phone for product reviews
• Fashion accounts for around 83% of 18-35yr men’s online spend.
• One in two men aged 18-35 have a shopping app installed on their phone .
• PC sales declined 14% in Q1 of 2013
Everywhere Commerce
Everywhere-CommerceMee
t
Engage
Interact
M. vs RWD
Better SEO Easier SEO Seamless UX Link Sharing
“Google recommends webmasters follow the industry best practice of using responsive web design”
Social
Social – Why Important?
• Google content
• Direct engagement
• Control brand messaging
• Creating efficient buzz
• G+ helping SEO & advertising
• More SEO weighting – Page Rank
Social Winners
Social following over the past year
Where are customers talking?
March 2012 – March 2013 Online Mentions
Michael Kors Social Growth
Amanda Seyfreid in Michael Kors
NYFW/Daily Mail
2x Facebook and Twitter fans:
From 3M to 6M
10x more monthly online mentions:From 3K to 33K
Michael Kors - Why the growth?
4. Ahead of the curve for mobile
1. Facebook exclusives 2. Multi-faceted social campaigns:#FallingInLoveWith – 3000 followers/day
3. They go where their fans are:#MKTimeless – 50% Instagram growth
Mulberry - Why the growth?
1. What a difference a season makes. 2. Mulberry News, no @s not RTs
3. Product Exclusives & off runway looks
London Fashion Week
Profit warning
4. Continual & accelerating growth for 6 months across platforms.+8% increase in the last year
Social – 3 social trends shaping Fashion
3. Social entertainment
1. Crowdsourcing and Curation
2. Fashion Week is accessible and commercial
How does that affect other channels?
17 c
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es –
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ualit
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iola
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7 Res
ult
SERPs
65 C
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es (
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e
qual
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ile &
inte
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Exac
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atch
Dom
ain
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ate
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Layo
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Google Changes TimelineSe
arch
+ Y
our
Wor
ld
Ads
Abo
ve t
he fol
d
Google LOVES Brands
Filter Bubbles Social & Author Rank Classic Relevancy
Anchor TextDomain namesLink DiversityCTR from SERPsSocial ProfilesLocal ResultsGoogle AdsBrand classifier
But not just your brand
What % of searches do they get?
Search Terms driving traffic to Givenchy.com:
What about another brand?Search Terms driving traffic to MichaelKors.com:
What % of searches do they get?
Search Terms driving traffic to Mulberry.com:
What are they doing differently?
A search for “[brand] bags”Bags URL
Homepage
Homepage
From Basics to Backlinks
Why?
The Google WarningDe-Indexation
Summary of Google changes
So what now?
Content through Digital PR
Content is Two-Sided
Seasonal TrendsCommercial
PrioritiesBrand Positioning
Exposure
Industry TrendsAudience InterestsJournalist Interests
How does it work?
• Strong, bespoke relationships (think PR)
–Email is so 2012
• Co-creating content
• Creativity
• Quality > Quantity
• Focus
• PR with an ROI
Bring people together
Be Remarkable
In Summary
Fashion brands are incredibly innovative but lose out when they forget the basics.
Any Questions?
@4PsMarketing #FashionDinner@Stephanie_4Ps & @Lauren_4Ps