1. Class 9
Antofagasta,
Chile,
July
2011
www.de-­‐pe.com
@depeteam
With
the
Support
of:
1

2. • PEOPLE
• INTRO TO SOCIAL MEDIA
• INBOUND VS OUTBOUND MARKETING
• SOME SOCIAL MEDIA TOOLS
• SUMMARY
• GROUP WORK

3. Los emprendedores invitados

4. VOZ
change through beauty.

5. Our mission is simple:
To make fashion more fair,
and fair trade more fashionable.

6. Our Team
Jasmine Aarons Kyra Davis
CEO & Design Director COO & Cofounder
jasmine@madebyvoz.com kyra@madebyvoz.com
Caitlin Reimers Karen Ladenheim Haily Zaki
Financial Director Design Workshop Director Marketing Advisor
caitlin@madebyvoz.com karen@madebyvoz.com haily@madebyvoz.com

7. The fashion industry
is broken.

8. Sweatshops

9. Pesticides

10. Dye Contamination

11. Disposable-quality
clothing

12. Consumers want alternatives
they look good in and can feel
good about.

13. In 2010, fair trade sales grew in all
countries, notably 40% in the UK
and 23% in the USA.
- Fair Trade Labeling Organizations International (FLO).

14. 7.1 million consumers think
ethical clothing
is quite / very important &
find availability poor or very poor.
-Ethical Clothing Report, Worldpanel fashion, TNS 2007 p.17

15. Opportunity:
Addressable Market
• $1-$1.2B sub-set of the ~$13B luxury retail and
$290B US Lifestyle, Health and Sustainability
market.*
• Europe represents additional $2b market
opportunity
*This estimation synthesizes research segmenting the U.S retail market by
price, sex, purchasing incidence, channel, purchase criteria, age and
socioeconomic status.

16. Trend-driven,
Fair Sustainable
Trade + Production + collaborative =
Fashion Design
Fair Trade 3.0
VOZ
change through beauty

17. Eco-Fashion
Examples from the
organic cotton
industry
Trinity
Hae Now Natural Organic
(shirt & apron) Clothes

18. Ethnic
Fair Trade
Feria Indígena:
January, Santiago,
Chile 2011

19. Ethnic
Fair Trade
Hand-woven Bags: $20
USD
Ethnic Belts:
$25 USD
Small Purses: $10
USD

20. High Fashion plagiarizes ethnic designs
while exploiting and polluting.
Mapuche Design
(without credit)
Textile Sweater
Banana Republic $524 USD
Ethnic Purse
$184 USD
Poncho
$365 USD

21. Customers have shown they ll buy
organic if the clothes look good
and are priced right…
-Karolina Dobowicz, H&M

22. made by
voz

26. Add the
sweater and
dress

27. [bag]
[production cost: $32] [wholesale: $65] [retail $130]
[belt]
[production cost: $35] [wholesale: $70] [retail $140]
[shirt]
[production cost: $40] [wholesale: $80] [retail $160]
[dress]
[production cost: $75] [wholesale: $150] [retail $300]

28. connecting
worlds

29. Fair Trade
Fashion
Eco Friendly
Ethnic Craft

30. Fair Trade
Fashion
Ethnic Craft
Eco Friendly

31. Fair Trade
Fashion
Ethnic Craft
Eco Friendly

32. Fair Trade
Fashion
Ethnic Craft
Eco Friendly

33. Our designs are desired.

34. Our production is pristine.

35. Natural Wool

36. Dyed with
local plants
and berries

37. Hand Spun

38. Woven on hand looms

39. In rural Araucanía, Chile

40. by Mapuche women

41. Design: artisans’ ideas, adapted to market demand
alpha prototype designer's adaptation artisans’ drawings

42. VOZ connects designers, seamstresses, and expert indigenous
artisans, forming a strong design and production team.
ress
eamst
Expert S
Expert W
eavers

43. VOZ completes final quality control, applies packaging and
marketing, then distributes products to clients worldwide.
VOZ manages
products and
distribution
delivers

44. VOZ will scale.
Grows
Grows
Grows
Grows
Grows

45. Distribution Channels
Our Website
www.madebyvoz.com

46. Distribution Channels
Trade shows
Presented with the Chol Chol Foundation, California Gift Show 2010

47. Distribution Channels
Online Purveyors
Ethicmode.com shoppista.com

48. VOZ is committed to:
Promoting sustainable practices,
empowering indigenous women
professionally, financially & creatively
& bringing beautiful, timeless designs
to the market.

49. VOZ
change through beauty.

54. Our Team
Jasmine Aarons Kyra Davis
CEO & Design Director COO & Cofounder
jasmine@madebyvoz.com kyra@madebyvoz.com
Caitlin Reimers Karen Ladenheim Haily Zaki
Financial Director Design Workshop Director Marketing Advisor
caitlin@madebyvoz.com karen@madebyvoz.com haily@madebyvoz.com

56. key value customer
activities
proposition
relationships
key customer
partners
segments
cost revenue
structure
key
streams
resources
channels
56

57. Social Media es como la primera vez (uds saben).
!"#$%&'()*$%'$+'&$,)'-)).'+)/0
Todos lo quieren hacer, nadie sabe
12)34".)'5%.-+'-"'*"'$-0'6"7"*4',."5+'8"50
cómo.Cuando por fin lo hacen, sorpresa, no fue
taaaan bueno…
!"#$%&' (%)&'#*+,!$%-./#0&,1"%$23-#&/+,4552-3
photo by Zellaby on flickr.com

58. Social Media es un término general que
define variadas actividades que integran
!"#!$%&'()&*$!"&$+#,(-.*$#/!(+(!(&*$!"#!$()!&0,#!&$
tecnología, interacción social y la
!&/")-1-023$*-/(#1$()!&,#/!(-)3$#)%$!"&$/-)*!,./!(-)$
construcción de mundos, imágenes, videos
y!""#$%%&&&'&()(#*+(,'-./
audio…
www.wikipedia.org

59. Social Media Landscape

60. Why?

61. Por Qué Ocuparla?
=>7/-?(@A
3 DE CADA 4 PERSONAS USAN TECNOLOGIA SOCIAL MEDIA (USA)
!"#$%&"'(')%*')+','$-"./#$0&'%&"'&)#/$1'*"#20)1)345
!"##$%&$#'()*$(+#",&*(-.(/"0123()$0*4"3"56(78"9&1"4'(:;;<

62. !"#$%&'()
!"#$%&"'()*'+,'-."'/0+!$0'12-"32"-'4+4%0$-1+2'
2/3 DE LA POBLACION MUNDIAL VISITA SOCIAL NETWORKS
51&1-'&+#1$0'2"-6+37&8
!"#$%#&'()$*+,$(-,.#%(/(!#01*23#4(5$,.#%'(6778

63. !"#$%&'()
PORQUE
VISITAR
SITIOS
SOCIALES
ES
AHORA
LA
CUARTA
ACTIVIDAD
!"#$%&"'()&)*)+,'&-#)$.'&)*"&')&'+-/'*0"'1*0'2-&*'
3-3%.$4'-+.)+"'$#*)()*5 $0"$6'-7'3"4&-+$.'"2$).8
ONLINE
MAS
POPULAR,
SOBRE
EL
EMAIL.
!"#$%#&'()$*+,$(-,.#%(/(!#01*23#4(5$,.#%'(6778
photo by Bruno Girinon flickr.com

64. REASON #4
!"#$%&"'()*"'&+",('-,'&-#)$.',"(/-01&'
TIEMPO
USADO
EN
REDES
SOCIALES
ESTA
CRECIENDO
3
VECES
LO
QUE
CRECE
LA
)&'20-/),2'$('34'(5"'-6"0$..'7,("0,"('0$("8'
PENETRACION
DE
INTERNET
(10%
TIEMPO
TOTAL)
$##-%,(),2'9-0':;<='-9'$..'7,("0,"('()*">
!"#$%#&'()$*+,$(-,.#%(/(!#01*23#4(5$,.#%'(6778

65. !35678'9:
SOCIAL
MEDIA
ESTA
DEMOCRATIZANDO
LAS
!"#$%&"'&(#)$*'+",)$')&',"+(#-$.)/)01'#(++%0)#$.)(0&2'
COMUNICACIONES.
!)1'.)+"2
!"#$%&'&()*+,*,$+-.+%(*.$"*/&0"1*202)* los
…está
cambiando
el
poder
desde
editores,
publicistas,
lo
establecido,
lo
-1&3*.$"*"4+.&1,5*.$"*/67'+,$"1,5*
elite
de
la
media,
hacia
la
gente…
las
.$"*",.27'+,$3"%.5*.$"*3"4+2*"'+."8*
personas
ahora
6enen
el
control.
!"#$%&'("%)*+,-'./*01/'($)21'34&%$#%$4$"%

66. REASON #6
!"#$%&"'&(#)$*'+",)$')&'*)-"'
SOCIAL
MEDIA
ES
COMO
“EL
BOCA
A
BOCA”
P.(/,'(0'+(%12'
ERO
CON
ESTEROIDES
(3'&1"/(),&4

67. Qué dicen los
usuarios de social
media?

68. 93% de los usuarios de social media creen que una
!"#$%&$'%()*+$,-.)*$/'-0'$1-+)-2-$*$(%,3*45$
empresa debe tener presencia en Social Media.
'6%/+.$6*2-$*$30-'-4(-$)4$'%()*+$,-.)*7
!"#$%&'()*#$))&*#&+",*-.&/$0*-&+1(02%&+$31$45$6&7889&

69. 85% de los usuarios de social media creen que una
!"#$%&$'%()*+$,-.)*$/'-0'$1-+)-2-$34*3$*$(%,5*67$
empresa debe ir más allá de sólo tener presencia en
'4%/+.$8%$&/034-0$34*6$9/'3$4*2)68$*$50-'-6(-$
redes sociales, también debe interactuar con sus
%6$'%()*+$')3-'$*6.$'4%/+.$*+'%$)63-0*(3
clientes constantemente.
:)34$)3'$(/'3%,-0';$
!"#$%&'()*#$))&*#&+",*-.&/$0*-&+1(02%&+$31$45$6&7889&

70. Social Media
Estamos listos para
nuestra primera
vez?

72. The old school- Outbound Mkt.

73. The old school- Outbound Mkt.
Comunicación

74. Problem

75. The new school- Inbound Mkt.
Comunicación

76. The new school- Inbound Mkt.

77. Inbound Marketing- Why?
• Compromiso
del
Consumidor
• Poder
del
Consumidor
• Medición
de
resultados
• Eficiente
• Costo
del
Adquisición($$$)

78. Inbound Marketing- Why?
Lead
Cost
60%
Lower
Outbound
Inbound
Outbound
Inbound

79. B2B vs B2C

80. Social media and
more

81. Facebook

82. Twier

83. LinkedIn

86. Youtube.com

87. Flickr.com

88. Caso: Estrategia de Depe
Blog
Facebook
Twier

89. Qué hacemos?

90. photo by cyndie@smilebig! on flickr.com
Definan su estrategia de Social Media…

91. photo by eye2eye on flickr.com
Paren de pensar campañas de marketing y comienzen a
conversar con clientes a través estas herramientas.

92. Si tienen dudas o problemas, pidan ayuda!! Siempre
hay alguien que sabe más que uno…

93. No asuman que social media es la respuesta para todo,
es sólo una herramienta.

94. photo by arlen on flickr.com
Si tu producto es malo, social media no lo arreglará…
Pero si tu Servicio al Cliente apesta, Social Media puede
!"#$%&'#('%)&*+#,&*-,.
ayudar.

95. A ensuciarse las
manos

96. LA TAREA!
• HOY
– Trabajar sobre sus estartegias de marketing
(inbound y outbound)
– Analicen diferentes opciones para su
startup, blogs, facebook, twitter, sitio web,
nos sirven todas o sólo algunas?
– Cuáles nos sirven y por qué?