Measuring engagement and identifying influencers in the Fashion Industry on Facebook and Twitter

MISURIAMO IL PASSAPAROLA ONLINEMeasuring engagement and identifying influencerson Facebook and TwitterMilan, June 8, 2012

– o fanpages: more than 160 official Italian and international Facebook pages dedicated to fashion o sectors: luxury, fast fashion, sportswear o period of analysis: May 2012© Blogmeter 2012 I www.blogmeter.it 3

- Pages Total engagement* 1. Victoria’s Secret 924.109 2. Gucci 491.332 3. Dior 415.599 4. Dolce & Gabbana 314.433 5. H&M 302.458 6. Mango 274.200 7. Burberry 269.144 8. Bershka 256.501 9. Chanel 188.227 10. Roberto Cavalli 140.548© Blogmeter 2012 I www.blogmeter.it 9

- Pages Total engagement* 1. Victoria’s Secret 924.109 2. Gucci 491.332 3. Dior 415.599 4. Dolce & Gabbana 314.433 5. H&M 302.458 6. Mango 274.200 7. Burberry 269.144 8. Bershka 256.501 9. Chanel 188.227 10. Roberto Cavalli 140.548© Blogmeter 2012 I www.blogmeter.it 10

– Total Fan-based Pages engagement* ranking 1. Victoria’s Secret 924.109 = 2. Gucci 491.332 ↑ 3. Dior 415.599 ↑ 4. Dolce & Gabbana 314.433 ↑ 5. H&M 302.458 = 6. Mango 274.200 ↑ 7. Burberry 269.144 ↓ 8. Bershka 256.501 ↑ 9. Chanel 188.227 ↑ 10. Roberto Cavalli 140.548 ↑© Blogmeter 2012 I www.blogmeter.it 11

Total Fan-based Pages engagement* ranking 1. Victoria’s Secret 924.109 = 2. Gucci 491.332 ↑ 3. Dior 415.599 ↑ 4. Dolce & Gabbana 314.433 ↑ 5. H&M 302.458 = 6. Mango 274.200 ↑ 7. Burberry 269.144 ↓ 8. Bershka 256.501 ↑ 9. Chanel 188.227 ↑ 10. Roberto Cavalli 140.548 ↑© Blogmeter 2012 I www.blogmeter.it 15

– o EDITORIAL STRATEGY: PICTURES 80% of updates are either a single picture or albums. Each update posted by the brand collects on average more than 6.700 fan reactions (likes, shares or comments). o WHEN: WEDNESDAY & LATE AFTERNOON On Victoria’s Secret page, the most active day in terms of interactions is Wednesday and the most active hour is between 5 and 6 p.m. , approximately when people are approaching the end of their work-day. o TONE OF VOICE: SEXY From page information section, to models, from fans to testimonials (who receive wishes one the day of their birthday) the brand focuses on the concept of sexiness. The page becomes a place where “being (period of analysis: May 2012) sexy” is celebrated, possibly while following the link to the e-commerce website.© Blogmeter 2012 I www.blogmeter.it 17

– o EDITORIAL STRATEGY: PICTURES & QUESTIONS Almost 90% of updates are pictures and albums. Sometimes the brand asks its fans questions about preferred items (e.g. what type of sundress will you wear this summer?) o TREND: GROWING Every day more than 10.500 new fans “Like” H&M page. o TONE OF VOICE : COMMUNITY BUILDING The page has a wide variety of activities, aimed at building a community based on shared interests with the fans and to multiply the activities that can be done together. Besides new collections, on the page many charity initiatives can be found, that fans endorse by sharing their pictures (e.g. Fashion Against AIDS) . In addition there are also gadgets (period of analysis: May 2012) such as customizable e-cards or the free magazine, soon to be found in shops.© Blogmeter 2012 I www.blogmeter.it 18

– o EDITORIAL STRATEGY: DIVERSIFIED On the Facebook page dedicated to her blog, Chiara Ferragni alternates pictures and links to new posts on the blog. However, she also posts original content on the page, which is different from her daily blog posts (new pictures, status updates, etc). o REACTIONS: > 350 ON AVERAGE Each update published by Chiara generates on average more than 350 fans’ reactions (likes, comments, shares). o TONE OF VOICE: PERSONAL The Blonde Salade is a personal page and this represents its strength: fans, mainly girls, are fond of little updates about Chiara daily life, such as the choice of a necklace or a week-end on the lake. Chiara often posts also updates about her family life, her dog Matilda and her boyfriend/collaborator. (period of analysis: May 2012)© Blogmeter 2012 I www.blogmeter.it 19

– Influencer Influencer Influencer Influencer The opinion leader Hashtag #Bestdressed, Oscar Ceremony 26.02.12 SNA Map based on quotes @ & retweet© Blogmeter 2012 I www.blogmeter.it 21

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Measuring engagement and identifying influencers in the Fashion Industry on Facebook and Twitter

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Measuring engagement and identifying influencers in the Fashion Industry on Facebook and Twitter Presentation Transcript