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WiLaNo
Inspiration Seeker

European Etsy Captains Summit 2017 in Bologna

Hi Ihr Lieben,

auch auf diesem Wege möchte (und soll) ich Euch einen Überblick über die Geschehnisse Ende Oktober in Bologna verschaffen.
Hier der Original-Text von Etsy-Admin Anna:

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Hello sellers!

In October, 38 Captains from 18 different countries came together at the 2017 European Captains Summit. These Captains were chosen by Etsy to represent all of you. But we didn’t want the learning (and fun!) to stop there, so we asked these same Captains help share all that was discussed during the weekend with you.

We hope you enjoy watching the video and slides presentations!

Anna

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Presentation Title: Update from the Etsyverse
Presenter: Nicole Vanderbilt; VP, International
Vimeo link: https://vimeo.com/243825164 (Password: keepcommercehuman)

Blurb (from microsite):
To kickoff this year’s Summit, Etsy’s VP of International Nicole Vanderbilt will share an update on Etsy in 2017 and touch on our plans for 2018. During the past year, Etsy maintained our unwavering commitment to our sellers across Europe, working quickly and collaboratively to get sellers more sales by creating a world-class buyer experience. The community spirit between European countries is as inspirational as ever so, as with all previous summits, we can’t wait to celebrate these seller stories together!

Quote:
“We know sellers are Etsy’s “secret sauce”. As sellers you bring unique inventory; over 90% of buyers come to Etsy to find things they can’t find anywhere else. Our buyers care about human commerce - a real human response to a convo, a handwritten note in a package or a cheeky product description that makes you giggle!” - Nicole Vanderbilt


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Presentation Title: Etsy’s Mission
Presenter: Andrew Sinkov; VP, Seller Marketing & Engagement
Vimeo link: https://vimeo.com/243826124 (Password: keepcommercehuman)



Blurb (from microsite):
A company's mission is not a tagline; it should inform the decisions it makes in the short-term and also be a reflection of where the company is going in the future. During this Keynote, Andrew Sinkov - Etsy's VP of Seller Marketing & Engagement and former Editor-in-Chief - will discuss the evolution of Etsy's mission. He will discuss what was involved in making our mission statement even more focused and how our mission sets the path for Etsy's priorities.

Quote:
“We believe that the world needs more of the special— things that carry warmth and purpose and history. We believe in an unmass-produced mass-movement that delivers economic security and wellbeing. We see a future where every kitchen and garage fuel a global Main Street that’s powered by technology to connect human curiosity with human creativity.” - Andrew Sinkov



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Presentation Title: Insights into Etsy Buyers
Presenter: Jemma Ahmed, Director, Global Market Research
Vimeo link: https://vimeo.com/243826874 (Password: keepcommercehuman)

Blurb (from microsite):
Getting Etsy sellers more sales is one of our top priorities. One way we ensure this is through original research and really understanding our buyers around the world. This is where our Global Insights team comes in. In this presentation, Etsy's Director of Global Insights Jemma Ahmed will show how her team of data analysts, and UX and market researchers conducts research and analysis to guide Etsy's business. She'll share some key buyer and market insights and help you understand your own buyers in the process.


Quote:
“Market intelligence and surveys Etsy runs show a consumer trend towards people looking for authenticity. In a world of sameness, buyers are looking for the perfect item, often tailored to them, which comes with the soul and story. And this is a key and growing thing which buyers seek from us.” - Jemma Ahmed


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Presentation Title: Local and Authentic Experiences on Etsy
Moderator: Ray Flournoy, Director of Localisation and Translation
Panel: Anna Denise Floor (New Markets), Annette Vorstoffel (Etsy Germany) and Pierre-Louis Lacoste (Etsy France)
Vimeo link: https://vimeo.com/243831851 (Password: keepcommercehuman)


Blurb (from microsite):
Etsy's Localization and Translation team works toward creating a fully localised experience for each of our international markets. This panel discussion will be lead by Ray Flournoy, Director of Localization and Translation, who will discuss how his team works together to create experiences on Etsy that feel local and authentic. This work begins with site translations, but includes projects like currency formatting, cross-language search, VAT compliance and non-English SEO. Ray will be joined by Anna Denise Floor (New Markets), Annette Vorstoffel (Etsy Germany) and Pierre-Louis Lacoste (Etsy France) to discuss how country teams and the Localization team collaborate to make Etsy responsive to the requirements of each market and usable for all our members around the world.

Quote:
"Often when people think about localisation they only think about translation - but it goes beyond that. It also includes usability, legal compliance, currency and address handling. All that falls under what the Localisation and Translation team works on." - Ray Flournoy
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WORKSHOPS
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Name: Anna Denise Floor
Job Title: Senior Manager, European New Markets
Workshop Title: Project Planning & Using Talent on your Team
Link to slides: https://drive.google.com/open?id=15vPHuHdz2p-JuwJwjktdVTyusAZ14h5F

When planning a project with your team, make sure to:
Always map out who is Responsible (doing the job), and who is Accountable (making sure things get done)
Limit the number of people that are Consulted (asked for input) and Informed (just fyi)
Be precise and complete, divide up your big project into little pieces that people can own
Use the talent you’ve got on your team, do NOT try to do everything by yourself
Confirm and regroup! Make sure everyone understands and agrees on what needs to be done. (AKA Slide 23 & 24)

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Name: Robert Brunson-Zimmermann
Job Title: Community Marketing Specialist
Workshop Title: Navigating Change
Link to slides: https://drive.google.com/open?id=1KwGZXRDi9T5DAqs9ErYtDhqVw07lnrw-

Change is hard. "Change always starts with confusion." Margaret Wheatley
Change is necessary. “Without uncertainty, we’d never start a business or risk loving someone new. There are no guarantees when we step into the unknown. But these periods of discomfort can give rise to life’s most important adventures.”  Brene Brown
Rethink change. Explore what feelings you have about change and consider where you might be able to re-author limiting beliefs in order to make change possible.
Learn to lead change.
Identify the change. What is changing or what do you hope to change?
Look backwards. How did you get here? Who has been affected?
Look ahead. What do you hope will happen?
Establish roles. Who will do what?
Determine potential tactics. What actions might they take?
Assess Impact. Which tactics will have the greatest impact for the amount of effort involved?
Do the hard work. Be agile, be a guide for others, make hard choices, and dedicate time to the process.
Tell the story. Successful change isn’t always obvious - tell people what you’ve accomplished.

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Names: Catt Small and Rebecca Bartola
Job Titles: Senior Product Designer and Associate Brand Designer
Workshop Title: From Pixel to Print: How to Create a Consistent Brand
Link to slides (PDF): https://drive.google.com/open?id=1lfYRNn7xWnEtJOhw76WkKIp9B_6SMHCW
Link to Slides (Google Slides with notes):
https://drive.google.com/open?id=1ba_zYnc_v2gXcnAsSOA_4kwt5nc_gPDXrcCMFBaTueE

Good design is purposeful and centered around a mission.
An easy way to create a mission statement is filling in these blanks: "I make/do ____ for ____ so they can ____"
There is competition for even the simplest ideas, so consider ways to stand out while reaching your goals.
Design is all about playing within constraints, so create guidelines and boundaries for your brand.
Define adjectives that you emotionally associate with your brand; these will influence your logo, font, and color choices.

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Name: Emily Dean
Job Title: Associate Manager, PR & Communications
Workshop Title: PR Tips & Tricks
Link to slides: https://drive.google.com/open?id=1HMjPYnu7Q4iLo8cFInSopv9yUCBP9jgX


Get a clear idea of what you want to achieve from your PR outreach - set goals and KPIs (where you want to get this placed and how many times is a good place to start)
Look for evidence in wider news outlets about why this is timely / locally relevant (seasonal event, shopping trends, local business week)
Pinpoint one clear message you want to communicate and collate proof points to back this up
Send time gathering and crafting all relevant assets before you start outreach (this can be as straight forward as one press release and a couple of images)
Identify one person who’s going to be your spokesperson (to create consistency


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Names: Emma Smith and Francesca Ormezzano
Job Titles: Director of Strategy and Operations and Senior Country Specialist, Italy
Workshop Title: Planning and Measuring for your Team’s Goals
Link to slides: https://drive.google.com/open?id=1c8MXPWNoBqWPEjO0RqqxCLSAfcKeckbh

Start with your 'Why?' - What is your team's purpose? Why does your team exist? What are you trying to achieve together?
Use that 'why' to help define goals for your team...
...and decide how you will measure and track success against those goals - Make sure these goals are SMART - Specific, measurable, achievable, realistic and time-bound.
Break those goals down, into manageable tasks, activities and projects
Review those projects critically and prioritise - think about the effort to do things, the impact those things will have, and how certain you are of success
Schedule those actions - put them into your calendar and assign owners for each task and action (for this step, you can also use the RACI matrix in Anna Denise's presentation)
Check in on your goals and your progress regularly and amend your plan if needed


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Name: Alex Weinberg
Job Title: Director, Top Seller Services
Workshop Title: Etsy's New Social Media Tool
Link to Social Sharing Tool: https://www.etsy.com/seller-handbook/article/tweet-pin-and-share-like-a-pro-with-our/210884127115 (or find via Shop Manager)

Tweet, Pin, and Share Like a Pro With Our New Social Media Tool!
Create posts for Facebook, Instagram, Twitter, and Pinterest in the Sell on Etsy app. We’ll even suggest post ideas and hashtags to use.
No more writer’s block
Staring at your phone wondering what to post? Open up the social media tool and find your inspiration. We’ll offer suggestions on what to share based on your shop. Running a sale or recently listed a new item? We’ll help you create a promotional post. You can also highlight your successes by sharing recent 5-star reviews of your products or shop milestones with Etsy-designed graphics and suggested text.
Make your post shine
Connect with your community and expand your reach by sharing regularly to social media. We take the guesswork out of crafting the perfect post with tips and advice tailored to each social media channel. Suggested hashtags help you reach new audiences and bring new customers to your shop. Bonus: When you share links to your listing from the social media tool, the URL will automatically be personalised so shoppers won’t see recommended items from other shops.
Get started
Start sharing in the Sell on Etsy app today. You’ll find the new social media tool under the More menu (make sure your app is up to date). You can still create and share shop updates from the tool.



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