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FASHION DASHBOARD         DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




                                         Fashion
                                    #DASHBOARD
           How are you doing in [local] SOCIAL MEDIA?


                                             STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD                            DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




5 things you might do wrong
in [local] social media

// Engage    Your are not able to engage people taking and sharing pictures or your products?


// Present     Your shop-windows are not interesting?


// #Teach    Your customers are not using hashtags?


// Convert      People check in but don’t take pictures or tweet about you?


// Influence       You don’t have fashion influencers talking about brand?




                                                                    STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD   DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




              You can’t manage
        what you don’t measure




                                       STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD          DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




 The metrics
                           Hashtag/                   Location +
             Location
                           Keyword                    Keywords
              based
                            based                     combined
              Amount of
                            Amount of                   Measure
  Quantity     Pictures/
                            Mentions                   Engagement
              Checkins

               Review      Negative vs.                  In-store /
   Quality      single       Positive                  shop-window
               Pictures     Mentions                     Analysis


                                              STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD     DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




                    Select your locations




                                         STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD              DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




     Compare locations, brands & stores
                                                       Timeline & Shares




            January 2013




                  Demo URL: http://fashiondashboard.herokuapp.com/
                                                  STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD     DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




             Positive / Negative Mentions




                                         STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD   DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




                           Quality Analysis




                                       STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD      DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




                                         Case study:
                    COMPETITIVE BENCHMARKING
                          H&M vs. PRADA
                    11055 vs 2846 Checkins
                                          STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD        DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




                                                           PRADA
         Vantage: unique & interesting shop-windows




                                            STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD                DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




                                                                          H&M
                    Possible issue: Entrance hall is not
                   practical / interesting for pic sharing




 many small items, few unique/large items

                                                    STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD       DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




                            Case study
                    PRADA gets 4.4x more
                shared pictures per checkins
                                                 than         H&M
                                           STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD            DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




    Utilization
    - Competitive benchmarking
    - Measure influence of local,
      nationwide & global campaigns
    - Analyze store layouts
    - Get customer perspective
    - Identify store hours/days peaks
    - Compare (store) locations
    - Research tool for fashion journalists
    - etc.



                                                STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD         DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




    More stats to come

    - Compare brands/stores nationwide
    - Compare cities
    - Find influencers
    - Include likes in stats
    - Compare with Foursquare data
    - Analize hashtags
    - Connect with Foursquare pages (managed loca-
    tions)



                                             STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD           DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




    Target audience
    - Stores / retail chains
    - Fashion magazines / journalists
    - Brands / Designers


    Business model
    Software as a service
    - monthly fee (based on feature set)
    - indiviual analysis

                                               STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD                        DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




Project SWOT Analysis
           Helpful                                                Harmful
Internal   Strengths:                                             Weaknesses:
           - Tech Experience (10+ years)                          - 1st Start-Up in US
           - Fast build                                           - New to Fashion
           - Network / Infrastructure                               Industry
            (Noise Marketing)
           - Start-Up Experience
           - Innovative: Competetive Benchmarking

External   Opportunities:                                         Threats:
           - More sources to come                                 - Depends on sources /
             (Pinterest)                                          APIs
           - Spin-Off to other markets
           - Trend: SocialLocalMobile
           - Fast revenue
           - Diverse types of clients

                                                            STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD         DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




About me: STEPHAN ALBER
DEVELOPER & ENTREPRENEUR




                    international experience




                                             STEPHANALBER@GMAIL.COM // @FRANCI_DE
FASHION DASHBOARD                DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER




About me: STEPHAN ALBER
DEVELOPER & ENTREPRENEUR


BACHELOR OF SCIENCE: Online Media
		 interdisciplinary skills - technology, economics, design

ENTREPRENEUR
		 2001-2008 // Social Network / Event Guide [DE]
		 2010-2012 // Social Media / Web Engineering [DE/CH/AT/FR/US]

EMPLOYEE
		 2007-2009 // Developer [DE]
		 2012-2013 // Developer [US]

                                                    STEPHANALBER@GMAIL.COM // @FRANCI_DE

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Fashion Dashboard

  • 1. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER Fashion #DASHBOARD How are you doing in [local] SOCIAL MEDIA? STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 2. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER 5 things you might do wrong in [local] social media // Engage Your are not able to engage people taking and sharing pictures or your products? // Present Your shop-windows are not interesting? // #Teach Your customers are not using hashtags? // Convert People check in but don’t take pictures or tweet about you? // Influence You don’t have fashion influencers talking about brand? STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 3. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER You can’t manage what you don’t measure STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 4. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER The metrics Hashtag/ Location + Location Keyword Keywords based based combined Amount of Amount of Measure Quantity Pictures/ Mentions Engagement Checkins Review Negative vs. In-store / Quality single Positive shop-window Pictures Mentions Analysis STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 5. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER Select your locations STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 6. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER Compare locations, brands & stores Timeline & Shares January 2013 Demo URL: http://fashiondashboard.herokuapp.com/ STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 7. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER Positive / Negative Mentions STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 8. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER Quality Analysis STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 9. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER Case study: COMPETITIVE BENCHMARKING H&M vs. PRADA 11055 vs 2846 Checkins STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 10. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER PRADA Vantage: unique & interesting shop-windows STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 11. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER H&M Possible issue: Entrance hall is not practical / interesting for pic sharing many small items, few unique/large items STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 12. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER Case study PRADA gets 4.4x more shared pictures per checkins than H&M STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 13. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER Utilization - Competitive benchmarking - Measure influence of local, nationwide & global campaigns - Analyze store layouts - Get customer perspective - Identify store hours/days peaks - Compare (store) locations - Research tool for fashion journalists - etc. STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 14. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER More stats to come - Compare brands/stores nationwide - Compare cities - Find influencers - Include likes in stats - Compare with Foursquare data - Analize hashtags - Connect with Foursquare pages (managed loca- tions) STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 15. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER Target audience - Stores / retail chains - Fashion magazines / journalists - Brands / Designers Business model Software as a service - monthly fee (based on feature set) - indiviual analysis STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 16. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER Project SWOT Analysis Helpful Harmful Internal Strengths: Weaknesses: - Tech Experience (10+ years) - 1st Start-Up in US - Fast build - New to Fashion - Network / Infrastructure Industry (Noise Marketing) - Start-Up Experience - Innovative: Competetive Benchmarking External Opportunities: Threats: - More sources to come - Depends on sources / (Pinterest) APIs - Spin-Off to other markets - Trend: SocialLocalMobile - Fast revenue - Diverse types of clients STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 17. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER About me: STEPHAN ALBER DEVELOPER & ENTREPRENEUR international experience STEPHANALBER@GMAIL.COM // @FRANCI_DE
  • 18. FASHION DASHBOARD DECODED FASHION HACKATHON // NYC 02/02/2013 - STEPHAN ALBER About me: STEPHAN ALBER DEVELOPER & ENTREPRENEUR BACHELOR OF SCIENCE: Online Media interdisciplinary skills - technology, economics, design ENTREPRENEUR 2001-2008 // Social Network / Event Guide [DE] 2010-2012 // Social Media / Web Engineering [DE/CH/AT/FR/US] EMPLOYEE 2007-2009 // Developer [DE] 2012-2013 // Developer [US] STEPHANALBER@GMAIL.COM // @FRANCI_DE