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@stylesavageuk@iamdelaforce#4PsFashion
Google knows your audience, do you?
INTRODUCTION
Lauren Luxenberg
Head of Digital Communications
Matt Delaforce
Head of Digital Planning
Introduction
Why are we here today?
- Economy of LFW
- Modern Search
Examples
Key takeaways
Q&A
AGENDA
WHY ARE WE HERE TODAY?
BRANDS ARE BECOMING PUBLISHERS
"Your customers don't care about you, your products, your services… they care about themselves, their wants and their needs.”
– Joe Pulizzi, Founder of Content Marketing Institute
MISSED OPPORTUNITY?
ECONOMY OF LFW
ECONOMY OF LONDON FASHION WEEK
THEORY
WHAT IS SEARCH?
“To find something by looking or otherwise seeking carefully and thoroughly”
SO HOW DOES IT WORK ONLINE?
Wha
t?How?
Where?
‘latest fashion trends’
‘street style’
‘street style jacket’
‘denim jackets’
‘levis denim jackets’
What & How?
Where?
FASHION EXAMPLE
WHAT: Wants & Needs
What & How?
HOW: How are they searching? ‘babies jeans’
WHERE: Where is the audience?
Where?
RESULTS
Where?
2800% ROI in SEO
900% in non-brand SEO revenue
53% relative in search market share
SO WHAT ABOUT LFW?
What & How?
‘designer handbags’
‘fiorelli handbags’
In partnership with the Fiorelli, HoF involved influential bloggers to
engage with their followers over a live Google+ Hangout to
‘Find Your Perfect SS14 Bag’.
Google+ HANGOUT
Where?
Google+ HANGOUT
Where?
Google+ HANGOUT
Where?
SHARED CONTENT
Results
ADDITIONAL FINDINGS
Results
71% of brands monitored saw either a decrease in rankings or no change during fashion week
Google knows your audience, do you?
@stylesavageuk@iamdelaforce#4PsFashion
Chatham house rules…
Appetiser
What is the best campaign you
have seen recently?
Appetiser
Barriers to creativity?
Main
Will the future have no links?
Dessert
