stone cold fox
TRANSCRIPT
1980
Usenet, a global discussion network that allowed users to share comments and experiences of a given topic.
Prodigy, a computer network, also facilitated user discussions and comments, as did early versions of AOL.
1988
The rise of “ratings sites,” which allowed users to rate subjects based on any numberof criteria, from physical appearance (ratemyface.com and hotornot.com)
1990
Forums; areas within content websites that allow readers to communicate with each other around topics related to the content.
1995
Launch of Open Diary that turned them into a UGC phenomenon. Open Diary was one of the first providers of blogging software, and the first to facilitate user comments.
1998
Wikis launched, it has quickly become one of the most prominent—even trusted—reference sites on the Web.
2001
2006
Facebook pushed the door open wider to User Generated Content when it launched its application plat- form on May 24, 2007
2007
Instagram: 7 million users in 9 months!The “selfie” is born...
Twitter is founded. Tweets fill the world!
2010
2012
Pinterest is a visual discovery and planning tool. Pinterest discovers our love of visuals!
PROS VS. CONS•Creates consumer advocates by directly involving them
•Authenticity- Brand positioning
•Collaborative environment
•Content can be updated very quickly
•Cost effective (if used correctly)
•Allows direct communication -direct market research
•Increase global presence
•Can be very profitable!!!
•Credibility
•Surrendering some control over brandsStill a work in progress, safety/security issues
Social media world is crowded...how to stand out?
Transparency means Vulnerability Content management- Full time job
“Today’s model is collaborative, collective, customized and shared. It’s a world in which the consumer is the
creator, consumer and distributor of content.”
UGC-different types Everything from blogs, to article writing sites, to social networking
sites, to online forums and discussion boards, as well as many more.
“Planned effectively, user-generated-content-marketing campaigns are one of the most cost effective marketing strategies and can reach millions of people for pennies per head. It’s estimated that 114.5 million people have contributed user-generated content in 2013.”
-Jean Spencer
CO$T
•Authenticity- Stay true to your image•Update content/interesting content•Be innovative- Updating & finding new ways to satisfy users•Incentive for users to be involved•Simple, fast, & easy to use•Sharable•Communication within community-transparent, loyal community•Provide a sensory experience
Keys to Success:
UGC & Marketing
Mix:
UGC can affect every part of the Marketing
Mix
•Price- expensive exclusive,•Position- targeting younger generation•Promotion- brand exposure via instagram•Product-classic calvin’s are back in!
Risks1.Legal risks
2.Negative Feedback-Comments are visible
3.Brand Transparency-Vulnerability
“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 BezosCEO Amazon.com
• User-generated content is cost-effective: you don’t spend money neither to produce it nor to promote it;
• User-generated content is trusted: content posted by a customer resonates more to others than content produced by the brand itself;
• User-generated content testifies loyalty: UGC is created by loyal users that care about your brand;
• User-generated content increases reach: the more users creating content about your brand the more users you reach;
Successful User Generated Content Should:
5 step
decisionmaking process
1.) Recognize and identify what that problem is or what is lacking 2.) Collecting information about alternative solutions3.) Review the alternatives4.) Choose the best alternative5.) Evaluate the decision that you have purchased
The Motivation of the customer
• Stimulus is the force that causes the state of tension for the product.
• The tension causes the need and the state of discomfort of this product.
• The need and desire then forces us on a goal- a solution that will take away from the discomfort of the need.
• Causing the need satisfaction which is the ending process and experiencing of relief
• Needs come from instinct while wants come from wanting to enhance the quality of our life’s leading to the desire of yearning for something.
As if!
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Turning shoppers into purchasers
[foxes]
• Learn what makes you different from your competition and deliver that message • Adjusting your sales pitch to the customer. Training your sales team to ask
questions to customers and to learn to cater to different buying styles. • Get people talking about your product. Social media, and word of mouth
from clients can greatly enhance the product and get products moving quickly.• Give Customers Choices. If you have a few options for your
potential client the more likely they will find a product that is just right for themselves to purchase.
• Build connections with consumers. Building a relationship and staying with customers will keep the customer coming back to make purchases from your business
Relationship building
• SCF builds relationships with there clients by staying true to their brand’s free spiritied, one of a kind image. Their clothing fits the woman body so beautifully and is positioned so well that woman are willing to purchase the $300 romper. SCF is more then just a brand it portrays a whole life style that draws in clients and keeps them coming back season after season. By meeting customer needs, positioning themselves correctly, and staying true to their image, they have created a loyal community full of stone cold foxes!
FP ME allows users to upload their own pictures, showing how they style their Free People pieces, and you can shop the look!
FREE PEOPLE
UNIQLO has created UNIQLOOKS, an online community where people style their UNIQLO pieces, and post their looks up. Every week there are winners.
When H&M launched their online store they created 50 states of fashion. People across the country could upload a style picture, and they Had to use the hashtag #HMshoponlineCA or what ever state they lived in. Winners could win a trip to NYC, and more.
Prism is “celebrating” their one year anniversary by holding an instagram contest. Ladies must snap a picture at the weekend sale, post it, tag Prism and use #prismturnsone.
Asos.com has a “outfits & looks” section. Anyone can create an account, And upload looks. You can also shop thelook.
F21
“The girls make a unique pair that you cannot find anywhere else. These Californian, beach girls believe in ‘Quality of Quantity” and that good things are worth waiting for. Every piece is locally made in California, only made when its ordered, and packed by the girls behind SCF. Self designed textiles, and pickiness to the exquisite texture of their sand-washed silks, each item is thought out and personal. Keeping the company USA made, not mass marketed and a bit hard to find, the girls love the idea that having a SCF piece is like finding a treasure. Branching into SCFhome, SCFbride and several collaborations, SCF is transforming into a lifestyle brand. With a goal to always produce timeless clothing, by wearing any piece by Stone_Cold_Fox, you will certainly turn into one.”
CYDNEY & DALLAS
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TARGETMARKET:
“A stylish girl who likes to feel comfortable but look sexy at the same time. She doesn’t try too hard for the way she looks. She’s not trendy, but she is timeless and has a free spirit that you can see in the way
she dresses.”-STONE_COLD_FOX
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STONE_COLD_FOX WANTS YOU !#SCFestival
Show us how you S_C_F @ Coachella & win an all access pass!
Instagram you & your foxes in your favorite SCF festival wear using the hashtag #SCFestival & go backstage with your favorite Coachella
artists!We want to see how you will be a STONE_COLD_FOX at the 2014
@coachellafestival
Don’t forget to @stone_cold_fox in your SCF backstage @coachellafestival # Seeyouthere!!
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STONE_COLD_FOX + COACHELLA
•Appeals to & is relevant to target customers•SCF is an emerging brand, cost efficient•Gains exposure & reach at a very small cost•Simply sharable, easily accessable•Desirable incintive •True to brand lifestyle•Encourages consumers to promote SCF, while positioningthem with the ever popular Coachella
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Consumer Tests
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Evaluation•We think this campaign is so in tune with their target market while being completely feasible, & budget concious. •Thus, it will be wildly successful, fun, exciting, and benefit the brand image, while gaining more exposure to reach more stone cold foxes!
CHEERS!XX