Milan Twestival 2011

RITORNA IL TWESTIVAL: PER LA PRIMA VOLTA IN ITALIA A MILANO!

Si terrà il 24 Marzo, presso l’11Clubroom di Milano, l’evento di raccolta fondi più importante a livello mondiale: il Twestival!

L’evento, nato nel 2008 per iniziativa degli utenti di Twitter, ha l’obiettivo di sostenere la Fondazione G. & D. De Marchi Onlus nella lotta costante alle più diffuse malattie infantili. Potete partecipare tutti, collegandovi su www.milano.twestival.com ed acquistando il vostro biglietto d’ingresso per la serata milanese, spendendo 15 o 20 euro, a seconda delle vostre possibilità.

Sarà un evento imperdibile per divertirsi, mangiare, stare in compagnia e, soprattutto, aiutare chi ne ha davvero bisogno.

E’ il più grande evento universale di raccolta fondi e, da quest’anno, per la prima volta, sbarca anche a Milano! Il 24 Marzo 2011, a partire dalle 20:30, presso l’11Clubroom di via Toqueville, nell’esclusiva zona Corso Como, potrete partecipare al Milan Twestival, per aiutare e divertirvi in contemporanea con le più importanti città del mondo!

Nato già quattro anni fa, per opera degli utenti di Twitter, il Twestival rappresenta il più straordinario evento con l’obiettivo di sostenere economicamente un’organizzazione benefica locale. Aperto a tutti coloro che vogliano uscire dalla rete e incontrare dal vivo i bloggers milanesi, è l’occasione giusta per trascorrere una divertente serata in compagnia, appoggiando una buona e soprattutto concreta causa. Perché Twestival non è soltanto solidarietà, ma è condivisione, spettacolo, intrattenimento.

L’intero ricavato del Milan Twestival sarà devoluto alla Fondazione G. & D. De Marchi Onlus (www.fondazionedemarchi.it). Quest’organizzazione è impegnata nella costante lotta contro le più gravi malattie infantili, tra cui tumori, talassemie, leucemie e molte malattie del sangue. E lo fa presso il Centro di Ematologia ed Oncologia della Clinica Pediatrica De Marchi di Milano. L’entità delle vostre generose donazioni sarà utilizzata, in concreto, per pagare le borse di studio ai medici che operano nel day hospital e in reparto, oltre che ad aiutare le famiglie dei bambini malati e bisognosi di sostegni economici.

Com’è nato. Per sottolineare il valore di quest’iniziativa, ricordiamo che Twestival nasce dalla forza, sempre crescente, dei social network. Twitter, per esempio, raccoglie in Italia circa 1,3 milioni di utenti. Facebook ne conta addirittura 17 milioni. L’evento è nato, in particolare, nel settembre 2008, da un’idea di Amanda Rose ed alcuni amici: utilizzare proprio i social network per coinvolgere le proprie reti di cоntatti in un’importante iniziativa di generosità umana. Dal 2008, il Twestival si è propagato velocemente per centinaia di città a livello globale, contandone finora 202 e riuscendo a raccogliere più di un milione di dollari in sostegno di diverse associazioni benefiche.

• ISCRIZIONI: http://www.amiando.com/Twestival2011_milan.html
• WEB: http://milan.twestival.com/
• FACEBOOK: http://www.facebook.com/milantwestival
• YOUTUBE: http://www.youtube.com/user/twestivalglobal

and…

• TWITTER !!!:http://twitter.com/milantwestival

P.S.

• EVENTO SU TWEETVITE: http://tweetvite.com/event/milantwestival
• EVENTO SU FACEBOOK: http://www.facebook.com/event.php?eid=115167798560607

Moda e Tecnologia entra nella IBM Fashion Alliance e presenta E-(MOTIONAL) a Milano Unica 2011

MILANO UNICA- IBM, Pad. 4  Corsia G-H

Dal 15 al 17 Febbraio 2011

E-(motional) è il video interattivo virale per comunicare e vendere nell’era del Web 2.0.

Nell’ambito dell’iniziativa Fashion Solution Store di IBM, in collaborazione con Milano Unica, Marina Garzoni, Founder & CEO, e Andrey Golub, Partner e CTO di Moda e Tecnologia SRL-recentemente entrata a far parte della IBM Fashion Alliance- presentano una nuova versione di E-(motional) per le fiere e retail.

Nello stand di IBM,  sarà possibile toccare con mano l’innovativo servizio e-(motional) di Moda e Tecnologia, proposto per la prima volta in una fiera e dedicato ad OnStage.

Il video della sfilata collettiva OnStage, con e-(motional), diventa interattivo: le modelle ed i modelli, in movimento, con il semplice touch, sulla testa o sull’abito, offrono informazioni sullo stilista, sull’outfit o sull’azienda di tessuti prescelta. L’inventory consente di ritornare immediatamente nel punto del video dove è stato manifestato un interesse o di cercare il punto del video partendo dal nome dello stilista, dal tessuto o dall’outfit.  Le slide show sono invece dedicate ad approfondimenti sulle bio degli stilisti, e il loro outfit di riferimento.

Anche la mappa della fiera è interattiva, un effetto speciale indica in quali stand si trovano i 10 stilisti di OnStage e i loro fornitori di tessuti.

La wishlist consente una rapida archiviazione di ciò che interessa, singolarmente, oggetto per oggetto (outfit, tessuti, stilisti, info, comunicati stampa, etc..) e nella versione internet, la condivisione social.

E-(motional) è  la tecnologia più avanzata per chi vuole fare comunicazione 2.0,  una campagna Web o in store con video, corti di moda, spot o film cinematografici, infatti questa tecnologia  funziona su  video di ogni genere ed è adattabile sia a prodotti che personaggi che info-servizi.

Dice Marina Garzoni : “Oggi il video ha assunto molta importanza nell’info-intrattenimento ed è diventato un linguaggio sempre più universale.

Internet, mobile e dall’avvento dei social media, spingono i brand e le aziende a considerare nuove modalità di comunicazione e di vendita.

Anche le Fiere considerano l’interattività ed il Web con maggiore interesse e  necessitano di strumenti nuovi per intrattenere e dialogare con gli utenti”.

E-(motional) realizza quello che si chiama “convergenza tra reale e virtuale”.

Aggiunge Andrey Golub: è utile in fiera e nello store, ed esprime tutto il suo potenziale nella versione web, dove offre una interattività vera, personalizzazione delle infomazioni e focalizzazione sui propri interessi e gradimenti.

Con e-(motional) gli utenti hanno un ruolo attivo nella distibuzione dei contenuti e persino  nell’ e-commerce”.

E-(motional) funge anche da aggregatore di contenuti e consente all’utente di ottenere in pochi secondi i link ufficiali di  tutto quello che ruota intorno l’oggetto, il personaggio o il servizio selezionato, funzione che offre agli utenti  un diverso approccio nella research online.

Per ulteriori  info:

UFFICIO STAMPA                                                                                             press@modatecnologia.com

www.modatecnologia.eu

Moda e Tecnologia SRL di Milano ha brevettato e-(motional), che unisce  info-intrattenimento, pubblicità mirata e attivata dal cliente in base alle sue preferenze e necessità, possibilità di infomazioni ed acquisto direttamente mentre si guarda il video in un processo facile ed intuitivo per l’utente che potrà vedere un video, o delle foto in movimento, e con un semplice click,  prendere solo ciò che più lo interessa , metterlo nella propria wish list (lista personale), condividerla con gli amici, comprare…anche con il supporto della community!

Alla ricerca dell’emozione

23/12/2010 | a cura di Antonio Savarese

“E-(motional) cambia le regole del gioco: i contenuti multimediali diventano come il web, dove l’utente può andare avanti in approfondimenti quanto gli serve (via hyper links), diversamente dalla carta stampata.”

Chris Anderson ha detto con molto clamore non poco tempo fa che il web è morto, molto si è discusso in Rete con opinioni pro e contro, forse quello che è vero è che il Web sta cambiando, sta cambiando la modalità di fruizione e sta cambiando la modalità di interazione. E se il mezzo cambia, cambia di conseguenza anche il modo di usarlo e gli strumenti, ecco quindi emergere nuovi progetti e nuovi software. In particolare nel mondo dell’advertising i banner sono sempre più oggetti del passato e si fanno avanti nuovi strumenti che promettono una maggiore interazione con l’utente in pieno stile 2.0.

Ne abbiamo parlato con Andrey Golub – CTO di Moda e Tecnologia

LEGGI L’ARTICOLO SU DataManager.it

Why luxury brands should embrace mobile

via Mobile Commerce Daily

The rapid adoption of the smartphone and the mobile medium is one of the most important trends that shopper marketers are tracking this year and next.

Consumers are not only using their mobile phones to make purchases, but also increasing using them to perform shopping research on their way to a store and while they are in the store.

This trend will only increase with Google’s Android and Apple’s iPhone activating 450,000 phones a day and as a generation of teenagers, who currently average 3,339 text messages a month, come of age.

Luxury shoppers are early adopters of powerful smartphones, but paradoxically, luxury brands are lagging behind when it comes to leveraging mobile marketing.

This is not unusual in and of itself.

Mind the gap
Luxury brands traditionally trail other retail brands when it comes to technology adoption and in providing cross-channel user experiences.

Unlike wide-appeal brands such as Gap or J.C. Penney, luxury brands’ core customers often have higher service expectations due to the higher price points of luxury goods, which luxury brand managers mistakenly assume exclusively means personal service from sales associates.

In reality luxury shoppers’ expectations for high-quality service extend to great self-service tools and rich multichannel shopping experiences.

In a recent New York Times interview, Christopher Bailey, chief designer at Burberry, explained that part of the continued success of the venerable luxury fashion brand is due to its new cross-channel initiatives, especially in the mobile medium.

In fact, during the fashion house’s runway shows, spectators are furnished with mobile devices that allow them to reserve items in real-time while they are viewing them on the runway.

However, Burberry – which ensures that its customers can interact and experience brand consistency across every possible channel – is the exception to the rule.

(See Burberry takes third place: Luxury Marketer of the Year)

Many luxury retailers continue to invest their resources in the same old tools.

For instance, luxury brands spend millions on store facades and interior fixtures, yet ignore the parking lots that surround the stores – leaving them aesthetically displeasing and visually at-odds with the brand experience inside the store.

There is a similar incongruity related to mobile.

While their in-store experience may be unparalleled, luxury brands often receive failing grades when it comes to pre-tailing, an increasingly important step in a consumer’s purchase decision.

Luxury brands need to move quickly to offer mobile and online pre-shopping tools that seamlessly integrate with their existing ecommerce and retail experiences.

These marketers must ask themselves: Do all channels have visibility into a customer’s past purchases, gifts and wish lists?

In many ways, mobile represents the latest incarnation of the venerable clientelling practices that luxury brands have leveraged for years.

Associate sales, not sales associate
Why is mobile so important for luxury brands? Brand perception, loyalty and retention, for starters.

Luxury brand customers feel they have a relationship – even a bond – with the brands themselves, which does not extend, interestingly enough, to the sales associates or other human faces of the brands.

Mobile, in particular, allows customers to limit their interaction directly to the brand via the use of technology and to keep their interaction and brand experience consistent with their own perception of the brand.

For example, users of Gucci’s iPhone application are treated to exclusive music mixes by celebrity DJ, Mark Ronson, as well as sneak peeks of forthcoming merchandise, such as the Gucci Kids line.

The brand is rewarding its customers for using the mobile medium, offering a more intimate interaction than might be had in a bricks-and-mortar store, while also removing the chance that a single sales associate’s bad day could translate into lasting damage to the brand via customer dissatisfaction.

Of course, one of the primary justifications for the mobile medium is the same for Walmart as for Neiman Marcus: simple convenience.

Consumers increasingly rely on mobile devices for everything from calendaring to weather forecasts to GPS, and this ubiquity extends to shopping.

In fact, according to a recent survey by Brand Anywhere and Luth Research Inc., Web retailers could increase consumer engagement by 85 percent simply by offering a mobile version of their Web site (see story).

So, the time is now for luxury brands to add mobile to their channel mix.

While the benefits are numerous for all retailers, luxury brands, in particular, stand to gain higher engagement, sales and retention rates by offering a strong user experience to customers who clearly want – and expect – a direct, intimate and convenient way of interacting with the brands.

Jason Goldberg is vice president of strategy and customer experience at CrossView. Portland, OR. Reach him at jgoldberg@crossview.com.

The Present And Future of Product Information

via thenextweb.com.

• note Andrey: It looks like this article was written just in order to introduce e-(motional), the TRUE Interactive Video Technology by Moda e Tecnologia Srl . Thank you TheNextWeb!

As the fight to stand out and remain relevant above the noise online gets harder, the information that frames a product sold has become an important element for both the buyer and the e-tailer. The content that goes with a product has gained significant gravity in the equation that defines the sales of a product, from user generated content such as reviews and comments about a product, to product description and manuals. The growth of social media and the increasing influence of word-of-mouth marketing have dictated the importance of adding content on e-commerce sites that would urge the customers to share info about new products on their social networks. This content has become an integral part of the customer’s experience and can make or break a sale.

A picture is worth 1,000 words: Images are a very important part of any e-commerce site. The five senses play a major part in our buying decisions but e-tailers can only use just two to make their products more appealing: vision and hearing. Apart from providing a rich high quality photo gallery to show every aspect and detail of their products, many e-tailers prefer to add to a written product info and a video description of the product like Zappos. Zappos videos feature next-door people who introduce themselves in the beginning the video instead of professional models with voice over, to create a more relatable feel. Then there’s Asos, who prefers to feature catwalk videos of its clothes. Further away from the old-school telemarketing are the videos featured on Youtique by French connection, a YouTube store, where instead of “dry” infomercials, they present the clothes while giving away styling tips for different occasions or with humorous how-tos like: How to eat spaghetti – in a gorgeous dress and bolero. Video is a great communication tool for your e-shop, as it allows a deeper experience with the products, but you need to figure out the style that appeals to your audience. Remember to upload it in a form that’s easy to share on social networks, for instance on Zappos and Asos, although the product page is easy to share, the video itself is not, unlike the case of Youtique.

Copywriting: Especially when it comes to fashion, the line between an editorial and an e-shop has completely blurred with e-commerce sites like Net-A-Porter running their own magazines and on then editorial sites like Refinery29 launching e-commerce sections. A great example of practical information presented in a “shareable” way is J’aime mon carre by Hermès, which shows different ways one can wear a Hermès scarf. Unfortunately this mini site is disconnected from the Hermès boutique so one can only look at the scarf and see the design’s ID but not shop it directly. Even simple short texts like the ones that describe Groupon deals play their part into attracting the consumer and spice up the experience. Groupon counts many writers among its staff (as of September 2010, 70) and has an entire style guide to help its writers find the right words to describe the deals. Keep in mind that while you want your text to be engaging, you need to convey the product info in a clear way so that the consumer will get the necessary info with the first scan of the text.

In-store: More and more customers look up product info online while shopping in-store, either by manually searching on the Internet or by scanning products’ bar and QR codes. BestBuy has included 2D bar codes in store to enhance the off line shopping experience. The customer can scan the codes with the BestBuy app and discover product info, offers and rewards. Many food and beverages companies enable the consumers to find out information about their products’ origins online by entering the product ID in a web app. Coca-Cola UK has launched a Web app that allows consumers to trace the environmental impact of their can or bottle of Coke. Other examples are Dole Organic which gives the consumers a tour of the farm their fruit came from once they enter the fruit’s sticker number online; Askinosie chocolate provides the customers their chocolate’s background once they enter their ‘Choc-O-Lot’ number, and more. People will look up products before they shop anyway so you might as well embrace this part of the shopping experience and curate the information needed in an easy to access and navigable way. Openness and honesty are the basis of any good dating profile and product description, so make sure you get back a: Like!

Social Media Content: The reviews of friends and family spread across different social media platforms are worth equally if not more as the information you put up on your e-commerce site. No way to ignore them anymore, so try to find a way to add information from the customer’s online network as a social layer on your e-shop. Levi’s has managed this with the Friend’s store showing what your Facebook friends liked through Facebook connect, same thing Amazon has done with Facebook connect (beta), providing gift recommendation for friends and birthday reminders as well as Amazon products recommendations based on your personal profile. Marissa Mayer in her recent LeWeb interview talked about social and real-time search and that taking into account parameters like the user’s location and tastes, comes up with curated results according to his context. For instance she said: “If you’re sitting in a restaurant, can we pull up the menu? And can we pull up a menu that isn’t the menu that the waiter would have just handed you, but a social menu – where you can see what other people have ordered, what other people like, how’s it’s been marked up.” How will e-tailers handle contextual user-generated content and integrate it in their online presence?

In a competitive market place shifting fast to catch up with the latest technology innovations, the question raised is how to enrich and handle your product information in order to stay relevant throughout all the various communication channels. What do you think the future of product information looks like?