Case Study

Here is one of hundreds of real world scenarios

Case: Shoe Industry


DC Shoes, a very successful US shoe business is highly present in the so called Social Web. 8 Million fans on Facebook, many presences and sells products all over the world. The US isn’t quite known for the best or most fancy shoes in the world, but DC Shoes knows exactly what their potential customers want. Not through research but through a daily dialog. For instance if something changes in the mood of their customers tomorrow morning at 10:30 the DC shoes management can react instantly.

Fascino Group Guangzhou China is also a very successful shoe company in Asia. Since China restricts access to Internet and Social Media, Fascino is leveraging RenRen, the largest Chinese Social Network site. Also China isn’t quite known as a provider of quality shoes or very fashioned footware. But their experience with Social Media would allow them to enter the rest of the world rather quickly if China decides to loosen their restrictions.

Falc is a traditional shoe company from Italy. Italy is well known for fashion and leather ware. But Falc including their brands like Naturino are basically in-existent in the Social Web. There is no dialog with customers nor any feedback system back to the company. Falc is 100% depending on existing distribution channels and shoe stores who order shoes based on traditional mechanisms including expensive traditional marketing and very expensive industry exhibitions.

As companies like DC Shoes, maybe Fascino any time soon, and many others are entering the 500 Million European Market it is quite questionable if companies like Falc can survive in the long run without integrating them into the market they like to serve. They may have a great quality and even great design but if they are not wired into the daily conversations who should know? Who would buy their products?

What could Falc do?

1) Listen to their actual consumers trying to understand what they say, what they want, what they do.
2) Develop a plan how to interact with those consumers at a fraction of the traditional marketing expenditures.
3) Engaging with the consumers and develop a true relationship through all their market facing team mates which motivates consumers to become advocates.
4) Empowering more and more consumers to publicly state their love for their brand.
5) Expanding their networks of advocates in countries they are less active or less successful.
6) After learning how to expand and grow through Social Media in the next few years, they can further grow into other countries in Asia and the rest of the world.
7) Monitor the markets on an ongoing base and build a sustainable growth for products their consumers want and respond to needs in a timely manner.
8) Continue to innovate – but now together with their customers – reducing the risk of product flops and gaining even more ownership in the brand from their most loyal advocates.

Falc appears to be already a rather human company, open and friendly. There is a Facebook and Twitter presence for one of their brands but more as an alibi function for the “Social Media Sake” and not because of their love to their consumers.


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