THE DIGITAL FOOTPRINT 2018 PRESENTED BY SYAMA MEAGHER

Transcription

1 THE DIGITAL FOOTPRINT 2018 PRESENTED BY SYAMA MEAGHER

2 Scaling Retail Founder & CEO Syama Meagher Syama Meagher is the Founder & CEO of Scaling Retail, the global consulting firm for fashion retail industry. Clients range from startups, investors, growth stage & enterprise businesses. Syama speaks & writes on the integration of business development, sales, & marketing for fashion & retail businesses. She has been quoted in NPR, INC. Magazine, & WWD. The Scaling Retail team is global: Los Angeles, New York, Miami, Europe, India, South Africa. INTERVIEWED BY

3 CONSUMER CENTRICITY = SYNERGY IN SALES + MARKETING + MERCHANDSING

4 CONSUMER TRENDS INDIVIDUALIZATION GIG ECONOMY AUTHENTICITY & TRANSPARENCY EXPERIENTIAL ON DEMAND SEARCH AND BUYING

5 HOW DO WE DELIVER THE MESSAGE? SOCIAL MEDIA ECOMMERCE MOBILE SITES TEXT SELLING MIXED REALITY NEW APP IN-STORE

6 SOCIAL MEDIA

7 WHY IS IT IMPORTANT? Because data is the new currency Because that's where consumers are, be where they are It's where behavior & conversions are tracked Live video: Facebook users watch 100 million hours of video everyday Paid content: In the past 2 years, content consumption on Facebook has increased 57% Interactive content: 81% of marketers say interactive content grabs attention more effectively than static content

8 ASK YOURSELF Who is your customer? Demographic: i.e. Millenials, Gen-Z Psychographics Habits & behaviors Self-image, social ties Possessions, psychological needs Customer insights start with customer intelligence The more you know your audience, the better you connect Keep up with your customers. They re on the move Once you identify & understand them... You can figure out which combination of channels works best You can fine tune segmentation within each channel

9 WHAT CHANNELS WORK? YouTube: 1+ billion ac+ve users Facebook: 2+ billion ac+ve users, 44% users check Facebook several +mes per day Instagram: 700 million ac+ve users on the app, 59% check the app everyday Pinterest: 42% of online women are Pinterest users Twi7er: 328 million ac+ve users worldwide Snapchat: 60% users in the US are under the age of 24, 150+ million ac+ve users consuming 30 minutes of content everyday Yelp, TripAdvisor, Review Sites

10 WHAT TYPE OF CONTENT WORKS? Instagram #Use #Hashtags #! Native video: Teasers Live video/disappearing content: Download & upload to YouTube Show: Lifestyle, Behind-the-Scenes, Product, Influencers, Flat Shots, Tell: Speak with your consumer, don t sell in every shot.

11 INSTAGRAM

12 FACEBOOK Conversa+onal tone: A balanced mix of business & pleasure, relaxed & short Na+ve video: FB wants to host na+ve videos, so they give you more customizability + auto-play when you upload directly. Op+ons are limited when you simply share Live video/disappearing content: Download & upload to YouTube Online catalog: FB marketplace!

13 PINTEREST Online catalog: Pin per product Seasonal, trends, lifestyle, aspirational SEO Optimize, add product descriptions Buyable pins High conversion

14 YOUTUBE Behind-the-scenes videos, product overviews Native content and curated content

15 TWITTER Be concise! Use brief summaries & tweak your wording until you feel like you d click it yourself You as a leader, CEO, employee

16 HOW TO PLAN CONTENT MANAGEMENT AND CREATION Campaigns Seasonal Monthly Weekly Local Photographers Models/Hair/MUA Art Direction & Styling

17 CONTENT TEMPLATE

18 ENGAGE!!!! INSTAGRAM Target via hashtags Target via loca+on Target via compe+tors Comment Like Direct Message FACEBOOK Pay for play Engage with community Surveys Opinions

19 HOW TO MEASURE RESULTS: FACEBOOK

20 HOW TO MEASURE RESULTS: INSTAGRAM

21 HOW TO MEASURE RESULTS: PINTEREST

22 INFLUENCERS WHAT GIVES? Pitch macro & micro-influencers under 5,000 Look for engagement, not just followers Get a contract and agree on terms, length of pos+ng and defined scope

23 TOOLS AND RESOURCES Communications Slack Uber Conference Project management Asana Trello Content creation Canva Polyvore Stock Twenty20 Adobe Stock Calendars for Scheduling Loomly CoSchedule

24 THE REST OF YOUR DIGITAL FOOTPRINT

25 ECOMMERCE Brand Hub Clear CTA Think of the user experience Connect with relevant channels to help drive conversion (MailChimp, chatbots) Incorporate social proof (Yelp, Instagram) Speak in your brand voice, brand identity Update monthly Images are everything Shopify, Squarespace

26 MOBILE SITES 53% visits are abandoned if a mobile site takes more than 3 seconds to load 89% US marketers reported personaliza+on on their websites/apps resulted in increase in revenue 63% People expect brands to use purchase history to provide personalized experiences 62% People expect brands to deliver consistent experience every +me they interact with a brand Ask your web developer to 1. Test your site for mobile optimization. 2. Login with Facebook or Google, and personalize 3. Integrate PayPal checkout When you see a retailer close down ask yourself... What were they doing on mobile and innovation?

27 TEXT COMMUNICATION Data 22% open rate 98% Text open rate 90 Minute response time 90 Second text response time Measure success Test keywords & see which has most opt-ins Just like AB testing, investigate other factors of unsuccessful ad, or scrap it completely Ask your developer to Look into Twillio & Nexmo

28 IN STORE POPUPS SHOP-IN-SHOPS CO-RETAILING EVENTS Customers are flocking to the experiential Think art/film/music/food, not just only brands Examples Fred Segal X Atelier & Repairs Denim Day Festival NYC

29 FOLLOW AT SCALINGRETAIL