Crowdsourcing A Fashion Empire

Case Study from Clozette

Roger YuenFounder & CEO

MY DIGITAL & SOCIAL JOURNEY

Roger YUENFounder & Chief Executive, Clozette, Your Fashion Social Shopping Ntework

• Asia Pacific VP management positions with SOFTBANKForums, Ziff-Davis, ZDNet, CNet Networks, Acer Inc (Smart Handheld Business).

• Co-founder of e-Cop, which pioneered the first 24×7 Managed Security Services in the world, acquired iby a wholly owned subsidiary of Temasek Holdings.

• Board member and seed investor of Brandtology, a leading innovator in social media and online brand intelligence, acquired by Sentia Media (Media Monitor).

• Chairman ViSenze, state-of-art intelligent Visual Recognition Technology provider, a spin-off company from NExT, a reseach collaboration between National University of Singapore & TsingHua University.

CONSIDER PITFALLS THAT CAN SINK YOU

Successful Crowdsourcing

Create vision & culture

Evaluateexternal factors

Setgoals

Know your crowd Marketing

Nurture influencers, advocates

Datamining

Agility

o 167,113 of Amazon’s book reviews were contributed by just a few “top-100″ reviewers.

o Over 50% of all the Wikipedia edits are done by just .7% of the users … 524 people.

o Just 0.16% of all visitors to YouTube upload videos to it, and 0.2% of visitors to Flickr upload photos.

No.1 CHALLENGE - CROWD PARTICIPATION

OTHER CHALLENGES OF CROWDSOURCING

o You don’t know the crowd and you haven't earn their trust.

o Others are competing for your crowd – how different are you?

o Copyrights of the content created

o How do you police the “unruly” crowd?

o Crowdsourcing takes time – do you have it?

LISTEN

EVALUATE

DEVELOPCONTENTSTRATEGY

INTERACT

INFLUENCE

What are they talking about online - your brand, products, services?

What’s the call to action? Viral the influence

How best to tell &sell this story?Gamification, rewards

What’s the Storyyou want to tell or sell?

Listen to the CROWD– survey, polls, online intelligence,

CLOSED-LOOPCROWD

ENGAGEMENT

Budget & Objectives

OVERCOMING CHALLENGES

1. Enable DISCOVERY: create interesting content - don’t sell all the time• it’s about the soft sell – explore, discover, buy• bloggers, influencers, thought leaders

2. Encourage User Ratings, Reviews

• Show what’s trending, what others have bought

3. Enable Easy & Viral Connection• Social Sign-On, Social Network Sharing, Instant messaging

4. Provide Recommendations; Promotions• Lists – thematic, seasonal, occassions• Rewards (virtual), provide exclusive deals

5. Engage & Understand your Audience• Refer a friend, share a promo, nurture advocates• Data mining

5 CROWDSOURCING CREATION TIPS

Extracted From ExactTarget

WHAT MOTIVATES A CROWD?

Awareness

Consideration

Preference

Conversion

Loyalty

Advocacy

Search, Content Sites

User reviews, online research

Social advise, local search

Purchase – online, in-store

Engage FB, Twitter, likes (rewards)

Share, post positive reviews, word of mouth FRIEND

FOLLOWER

FAN

ADVOCATES FUNNELEngaging Fans, Followers, Friends

USER BEHAVIOURS

OFFLINEOOH

PostersCatalogues

PrintEvents

SOCIAL MEDIABlogs

FacebookLinkedinTwitter

Youtude

MOBILITY Apps

SMS, MMSDevice optimization

E-Coupons / Rewards

ONLINE PLATFORMSBanners

Rich media, VideosWebsites

eDM, Newsletters

Make360

ENGAGEMENTa part of your

crowdsourcingstrategy

CROWDSOURCING NEEDS TO BE HOLISTIC

Power of Crowd

Clozette’s ASOS UNDER $50Case Studies

CLOZETTE SHARE . DISCOVER . SHOP…a global fashion social shopping network

GLOBALwww.clozette.co

JAPANwww.clozette.jp

INDONESIAwww.clozettedaily.com

THAILANDth.clozette.co

HOW TO CROWD-CURATE CONTENTASOS UNDER $50 CAMPAIGN

121items

62items

62items

56items68

items

ASOS UNDER $50 COLLECTIONS CAMPAIGN

89 Collections

1332 Items

121 transactions

USD 4732 sales

People are emotional (specially online) – build relationships and connect with their digital lifestyles

Keep you content concise and relevant – digital attention span is very short.

Reach them at the right time and right place with the right offer.

Make your content easy to share and desirable to be viraled.

Don’t just talk to them - join their conversations, engage them. Moderate the conversation.

Response in timely manner to comments and feedback to build credibility.

Constantly measure, review and assess your engagement results.

Inculcate digital and social engagement awareness culture in organization.

Have internal policies, guide lines, resources and ownership to EMBRACE the Digital Era & Crowdsourcing

ESSENTIAL GUIDE TO DIGITAL ENGAGEMENT

www.clozette.co

Roger YuenFounder & CEOroger@clozette.co

2011 Red Herring Top 100 Asia Winner | 2011 Red Herring Top 100 Global WinnerGOLD & SILVER Winners for Digital Marketing, Marketing Excellence Awards 2012