Sunday, 24 February 2019

Seven weeks already?



Seven weeks already?

I can’t believe it’s already the last week of our module on Digital Business Models. At the beginning, I was reluctant to use blogging as part of our assessments. As mentioned in my introductory post, at 14 I have been victim of identity theft, and this crime is unfortunately not recognised by the law in Switzerland. However by writing this final assignment, I can see the evolution of my digital behaviour. 



ROLES CHANGES 



Firstly I chose to talk about travel agent, a job that I am very familiar with (I have a degree in tourism).  I was surprised to see that Lisanne made the same choice, and by commenting on her post and on mine, I realized how much the experience of someone shapes his perspective, and, thanks to our discussion, I even learned new concepts such as the filter bubble.



OPERATING IN BOTH DIGITAL & PHYSICAL WORLDS



The first summative exercise is the one where I was able to concretely apply the theory we were covering so far, as I used my father’s company. But also by interacting with Isil on her business, I had the opportunity to apply the concepts we covered beyond the contexts mentioned through our course.


Moreover commenting on Gayle’s post has pushed further my reflexion around a brand, in this case M.A.C, I have asked myself some questions, such as the possible use of Augmented Reality in the make-up industry, that I wouldn’t have think about otherwise.



DIGITAL BUSINESS MODEL SUCCESS



When I read my comment again under Natasha’s post on Uber, I am amazed to see how we can start with a specific topic and then go to more fundamental questions, such as the potentially controversial price of innovation and the responsibility of companies. 


With my discussion with Julia following her post on Netflix, I have realized the power of our debate and how our interaction had brought us different perspectives that pushed our critical thinking.




My e-evolution, infographic created by the author


ONLINE JOANNE



Looking retrospectively, I can see how these exercises have challenged my opinions on various topics.  I remember with my introductory post how nervous I was with the idea of posting my opinion publicly.  However, now I have a better understanding on how my personal branding but also my father’s business can benefit from my digital presence.


Moreover, I have realized throughout the course how important it is to bring supporting evidence when I want to express a different opinion on a topic and how it helps me to increase the credibility of my statements.


Now I can feel that I have a voice, but I am still struggling with the fact that I can’t filter who is looking at my opinions. I have read how blogging can boost self-esteem, but by looking at the various topics mentioned by the author, I still find that blogging can be very intrusive. Nevertheless, as indicated in a research paper on achievement in online courses, “interactivity facilitates deep learning (understanding) by actively engaging the learner in the learning process”. I think that developing my blog proved the authors right.


After seven weeks, I see that I am not completely reconciled with blogging. However, I am willing to improve my digital networks and feel more prepared in our continuously changing world. 


Sunday, 17 February 2019

Daniel Wellington, a love (and successful) story between a watch brand and influencer marketing

Daniel Wellington, a love (and successful) story between a watch brand and influencer marketing

After talking about travel agencies and the wine industry, I decided to take a different approach. When I read that millennials value experiences over things, I couldn’t agree more (I am 28). This time, I want to talk about a brand that I don't particularly like but I am impressed by how its digital business model has contributed to its success.
Daniel Wellington, a watch brand also called DW, is famous for the fact that it managed to put a watch on millennials’ wrists. The success story began in 2006 when Filip Tysander met a wanderer named Daniel Wellington. He started to be obsessed with his watch and the minimalist bracelet and named his business after his inspiration. It’s such a nice story to tell that some people questioned its veracity.

But what is so special with this brand?

The product itself has nothing striking, except an affordable price. Frans Sjo, business manager for the US, argued that “It’s fair to say that we want everyone to be able to own a Daniel Wellington.” And with a price range from $149 to $299, it’s clearly more affordable than a Rolex.

So what made DW so successful? If it’s not a unique design? Are there any very advanced tech features? No! The origin of its success story takes its roots with the use of influencer marketing. The brand quickly started to work with social media influencers who associate their image to the brand by posting pictures. They also add a discount code for their followers which ultimately drive traffic to DW web stores, and it worked amazingly well!





Influencer marketing, a perfect, risk-free strategy?

However, the strategy to work with influencers, which has been encouraged by the increase of ad-blockers and the decline intraditional media consumption, does not come without risk. With the rise of fake users, quantity does not necessarily mean impact. And worse than no impact, it’s bad publicity. Do you know Logan Paul? He is a YouTube superstar that partnered with various brands before coming under fire for publishing a highly controversial video. So brands should better choose their partners carefully!

Regarding the watch industry, traditionally brands have avoided using social media. DW was smart enough to jump into this opportunity. Today, the brand has more than 4,5 million followers on Instagram! For DW, the strategy has paid off. Nevertheless, marketers have to be careful with influencers, as we have seen before. Another consideration that brands have to think about is legislation. As a brand, if you partner with an influencer, he must announce it properly in the post. DW should have been more careful. As explained by the Financial Time, the Advertising Standards Authority in the UK has taken action against Louise Thompson for failing to disclose that a seaside Instagram photo included product placement (the post now mentions the partnership).







Control or not control, that is the question

Furthermore, there are other limitations regarding the use of influencers; brands do not have absolute control over their campaigns. Yes, they may send pre-written captions, but the influencer may have a particular style of writing, or may be careless.



But still, when you look at the Instagram page of Daniel Wellington, you can only be impressed by the quality of the pictures that the brand uses. And it’s interesting to notice that most of the content are produced by the community, and not by the brand itself. Not only DW can leverage the visual content and the storytelling that the influencers share online, it can also avoid spending additional funds on testing a new audience. 

Am I ready to buy a Daniel Wellington?

I have always been amazed by the power of word-of-mouth (92% of consumers believe recommendations from friends and family over all forms of advertising), however, if I know that my friend has been paid (or receive something) in exchange of a recommendation, I will question the sincerity of his opinion. Recently Dyson has started to collaborate with an influencer that I follow, but when I see someone that looks super excited to vacuum, I can only think about the financial transaction behind this picture. Sorry Valentine, but the lack of authenticity on your smile can make you lose some of your 70’000 followers.





*D Y S O N* En Suisse, on casse les clichés tels que: les aspirateurs sans fil sont moins efficaces que les aspirateurs avec fil... FAUX!🙅‍♀️ . D’ailleurs pour être totalement cohérent avec cette réalité, Dyson Suisse est le premier pays à ne vendre plus que des aspirateurs sans fil! Et BIM! Du balais l’aspi traîneau qu’on traine comme un boulet.🧹 . D’ailleurs j’ai fait pareil, depuis que j’utilise le Dyson V10 cyclone sans fil, j’ai jeté mon aspirateur traîneau qui dormait dans un placard. Je ne reviendrai pas en arrière, surtout compte tenu du fait que nous avons des escaliers chez nous, le sans fil c’est la vie!❤️ . Alors 2019, vous aussi vous cassez la figure aux clichés❓ . Bisous les chats 😘😘😘 . [en collaboration avec @dyson] #Dyson #DysonV10 #DysonInvents #ad #sponsorisé #instamama #instamaman #instamom #momlife #kids #famille #babyboy #valentinecaporale #maternité #momtobe #futuremaman #pregnant #motherhood #geneve #geneva #suisse #suisseromande #switzerland #instababy #aspirateur #vacuum #menage #cleaning

A post shared by Valentine Reine des tartines (@valentine_caporale) on



The digital business model of DW turned to be a success, I have to admit. It’s as simple as taking a picture of myself with the product, modify it with an Instagram filter that makes me glowing, and sharing it with my friends by adding a discount code that makes me look so generous. Great. 

Nevertheless, I believe that the power of word-of-mouth lies in authenticity, which is at the opposite of paid advertisement. Sorry DW, but it’s not because Kendall Jenner said that it’s the perfect gift that I am going to buy one.

If you have an extra 6-minute, have a look at this interview of Anand Narayanan, head of digital at Panasonic UK, who talks about influencer marketing and the importance of authenticity.