Social Media Benchmark   Wave 5   Dec 2011
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Social Media Benchmark Wave 5 Dec 2011

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The latest Social Media Benchmark from eDigitalResearch, looking at over 100 of the Uk\'s top retailers and their presence across various social media sites.

The latest Social Media Benchmark from eDigitalResearch, looking at over 100 of the Uk\'s top retailers and their presence across various social media sites.

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Social Media Benchmark Wave 5 Dec 2011 Presentation Transcript

  • 1. For informed direction Social Media Benchmark Retail Issue 5 December 2011Private & Confidential© eDigitalResearch 2011This document is for information purposes onlyeDigitalResearch makes no warranties, expressed or implied, in this document
  • 2. Contents Introduction Methodology Results Facebook New Followers Percentage Growth Best Practice The Growth of fCommerce Twitter New Followers Best Practice The Introduction of Twitter brand pages Conclusion How to run a successful social media campaign The introduction of Google+ About eDigitalResearch ContactsPrivate & Confidential© eDigitalResearch 2011This document is for information purposes only 2eDigitalResearch makes no warranties, expressed or implied, in this document
  • 3. Introduction 2011 has seen huge leaps in social media technology and the uptake by consumers. The introduction of fCommerce is fundamentally changing the ways that retailers are now using and investing in various platforms. Our fourth study in June 2011 continued to demonstrate how popular social media is with retail customers. Brands are now fully embracing various platforms, including new and emerging sites, in an attempt to engage, interact and influence online consumers. This, the fifth study of it’s kind, looks to document and demonstrate that rise in popularity. Over the past decade, we have watched, monitored and benchmarked the fundamental rise of the ecommerce industry here in the UK with our invaluable eRetail Benchmark reports. In the past ten years, the industry has evolved from basic transactional retail sites, through to today’s innovative, engaging and user friendly retail websites. eDigitalResearch have now taken our years of experience and expertise benchmarking sites and applied it to our fourth social media benchmark study, assessing how over 100 of the UK’s top retail organisations by revenue are using the platforms to benefit both the business and the consumer. The following report contains the key findings from our fifith study, including highlighting those retail brands that are getting it right, the current social media trends and innovations, as well as our thoughts on how to run a successful social media campaign and what the future may hold.Our influentialbenchmarking reportsSign up for thebenchmarking area herePrivate & Confidential© eDigitalResearch 2011This document is for information purposes only 3eDigitalResearch makes no warranties, expressed or implied, in this document
  • 4. Methodology Between the 28th November and the 5th December 2011, our specialist retail researchers and dedicated social media team studied over 100 top retail brands by revenue according to Retail Week’s Knowledge Bank. We looked at retailers’ presence (or lack of) on the most influential and popular social media sites, including Twitter and Facebook, and monitored the number of followers and fans. Alongside this, our team also looked at the quality of output and productivity in an attempt to measure the levels of innovative customer engagement by brands, studying messages by subject and topic. Using HUB, our powerful insight and analysis tool, we were then able to drill down our findings to highlight successful brands across each social platform, as well as drawing attention to those brands that integrate consumer conversation throughout all social media sites. In order to establish which retail sectors are using social media to the best of their advantage, we also cross compared the top performing brands from fashion, department stores, grocery and specialist retailers, in an attempt to understand social media best practice.Private & Confidential© eDigitalResearch 2011This document is for information purposes only 4eDigitalResearch makes no warranties, expressed or implied, in this document
  • 5. Key Findings Topshop remain at the top of the Facebook leagues tables. However it is rivals ASOS that have made the biggest progress in 2011 and are just 30,000 fans away from the number one spot having added nearly half a million new fans in the last six months alone. ASOS are now number one in the Twitter league tables having overtaken Topshop who have dominated the top of the tables since the benchmark began in August 2010. ASOS have a winning formula of producing interactive features to keep users interested whilst creating an engaging social media personality that encourages followers to get involved. By attempting to talk to users, not as a brand, but almost as a friend, ASOS will drastically strengthen customer relationships and increase the number of influential customers. Six out of the Top 20 now have Facebook stores, and all but three are using the site to sell to users in one way or another. Retailers with an estabished presence on both Twitter and Facebook continue to dominate the league tables, increasing their reach through existing and engaged followers. Tesco continue their assent up the league tables, despite only launching their Facebook offering earlier this year. A comprehensive page filled with a variety of features, including a Facebook store has helped to achieve this. Almost all of the Top 20 are using their Facebook pages and Twitter accounts to engage with customers. As social media behaviour continues to evolve, it is important for brands to understand that they need to be doing more to engage their customers. By creating bespoke social media features, retailers are able to encourage conversation around their brands, helping to spread their reach on any given network. Eight out of the Top 20 now also have an active presence of Google+, although follower numbers and engagement levels are a lot lower than on other sites. Topman are currently winning this race though, with 750 fans, a considerable amount more than others in the league tables. The introduction of Twitter brand pages will become an important feature for retailers in 2012. Going forward, content will be more easily shared across sites given the similar design and concept to Facebook pages and allows them to devise more interactive ways of communicating with customers onlinePrivate & Confidential© eDigitalResearch 2011This document is for information purposes only 5eDigitalResearch makes no warranties, expressed or implied, in this document
  • 6. RESULTS Private & Confidential© eDigitalResearch 2011 6
  • 7. Facebook Followers Top 20 Position Retailer ** No. of Followers (Issue 5)* 1 Topshop 1,731,131 = 2 ASOS 1,395,211 +2 3 New Look 1,154,939 -1 4 River Island 1,068,468 -1 5 Claire’s Accessories 688,233 -1 6 Next 679,586 -1 7 Net-A-Porter 598,410 = 8 La Senza 474,280 = 9 Tesco 442,614 +2 10 Marks & Spencer 417,509 -1 11 Accessorize 358,374 N/A 12 Phones 4U 344,518 N/A 13 Greggs 297,942 N/A Topshop continue their reign at the top of the table, 14 JD Sports 291,264 -4 attracting almost 230,000 new Facebook fans. 15 John Lewis 279,083 +11 John Lewis make the biggest jump up the table moving up 16 Argos 278,918 +4 11 places since the last results back in June 2011. 17 Sainsbury’s 264,955 = ASOS are the biggest climbers in the Top 10 and are now 18 Dorothy Perkins 228,814 = just over 300,000 fans away from the top spot. 19 French Connection 220,761 -7 Accessorize, Phones 4U and Greggs also make it into the 20 Topman 199,435 *During the week commencing 28th November 2011 -5 Top 20 for the first time. **Where possible, we measured the number of fans of UK branded pagesPrivate & Confidential© eDigitalResearch 2011This document is for information purposes only 7eDigitalResearch makes no warranties, expressed or implied, in this document
  • 8. Facebook Followers: New FollowersPosition Retailer No. of new followers ASOS have added nearly half a million new fans attracting 1 ASOS 498,370 over double the amount of users to closest rivals Topshop. 2 Topshop 229,764 Unsurprisingly, ASOS have attracted more new followers 3 Tesco 220,137 than any other retailer as the pure-play brand continues to 4 John Lewis 210,503 take over the social media scene. 5 Argos 202,028 Tesco continue their rise up the social media ranks after only 6 New Look 147,384 launching their Facebook campaign early in 2011. The 7 Sainsbury ‘s 143,264 supermarket first entered the league tables in June 2011 after attracting the majority of their then 222,000 fans in 8 Net-A-Porter Claire’s 135,754 just a few short months. 9 128,829 Accessories 10 Dorothy Perkins 124,773 ASOS have a winning Facebook formula. 11 House of Fraser 113,658 12 Marks & Spencer 97,719 13 Next 65,817 14 River Island 65,078 15 Amazon.co.uk 61,681 16 JD Sports 55,313 17 Topman 51,075 18 La Senza 40,546 19 All Saints 37,746 Tesco’s variety of comprehensive tabs within their page 20 Game 33,865 have helped build a big following fast.Private & Confidential© eDigitalResearch 2011This document is for information purposes only 8eDigitalResearch makes no warranties, expressed or implied, in this document
  • 9. Facebook Followers: Percentage Growth Position Retailer % Growth* John Lewis has seen the biggest growth to it’s Facebook account as the department store favourite continues to impress users with 1 John Lewis 307% engaging campaigns, both on and off the site and helping them to 2 Early Learning Centre 286% move 11 places up the league table in six months. 3 Argos 263% 11 retailers outside the Top 20 have managed to significantly grow 4 Burton 186% their fan base over the past six months as Facebook becomes more 5 Clarks shoes 161% and more of an integral part of marketing strategies. 6 Cath Kidston 146% ASOS is the only retailer in the Top 5 to considerably grow their existing fan base since June 2011, adding 56% of it’s current 7 Amazon.co.uk 126% following the last six months alone. 8 Gap 125% 9 Dorothy Perkins 120% 10 Sainsbury’s 118% 11 Tesco 99% 12 Iceland 80% 13 Waitrose 78% 14 Mothercare 76% 15 Screwfix 69% 16 B&Q 66% Interactive page features created specifically for 17 Evans 62% different audiences, as well as the introduction of 18 ASOS 56% some Facebook stores, have helped retailers 19 Debenhams 53% significantly grow their presence in recent months. 20 Oasis 39%*With a significant reach of 15,000 followers or more Private & Confidential © eDigitalResearch 2011 This document is for information purposes only 9 eDigitalResearch makes no warranties, expressed or implied, in this document
  • 10. Facebook Best Practice: John Lewis Interactive features, such as the ‘Find the perfect gift’ feature will keep users on retailer’s pages for longer. By linking the end product directly back to the website, John Lewis are able to encourage sales and increase engagement levels. John Lewis have created bespoke interactive features for their Facebook page that integrates well with the retailer’s Christmas marketing message. This is a clever way of increasing engagement levels on the site and involves much more than just reposting content designed for other channels. Consumer studies from eDigitalResearch show that people expect a seamless shopping experience no matter where they shop, including Facebook. John Lewis encourage users to participate in the business, asking them to vote each month on what charity the company should support.Private & Confidential© eDigitalResearch 2011This document is for information purposes only 10eDigitalResearch makes no warranties, expressed or implied, in this document
  • 11. The Growth of fCommerce Six out of the Top 20 retailers now have a Facebook store integrated within their page. All but three of the Top 20 are using the platform to sell directly to Facebook users in one way or another. ASOS is still the only retailer in the Top 5 to have a Facebook store. If the budget does not exist to develop a Facebook store of their own, retailers need to be integrating direct product page links into their posts, forums and features in an ASOS, French Connection, Topman, Dorothy Perkins, Tesco and attempt to make the route to purchase JD Sports are all selling through Facebook stores. easier for followers and encourage more sales. Recent online consumer behaviour results from eDigitalResearch show that there has been an 8.8% growth in fCommerce in just four short months. fCommerce is beginning to show real return on investment for retailers. Tesco recently announced that it has seen £1.5million sales Next has implemented a website search feature onto their generated through its store. Facebook page, giving users easier access to their products.Private & Confidential© eDigitalResearch 2011This document is for information purposes only 11eDigitalResearch makes no warranties, expressed or implied, in this document
  • 12. Real engagement on social media As Facebook behaviour continues to evolve, brands need to be doing more to engage with their followers. Just offering exclusive promotions and content from other channels does not really count for engagement any more. Brands should encourage three way interaction between themselves and their customers, as well as customer-to-customer conversations to really get people engaged in the brand. Almost all of the Top 20 are using their Facebook pages to truly engage and interact with users, not just through promotions, but also with competitions, questions and answers and bespoke features, proving that a successful Facebook strategy involves more than just pushing marketing material and website content.Private & Confidential© eDigitalResearch 2011This document is for information purposes only 12eDigitalResearch makes no warranties, expressed or implied, in this document
  • 13. Facebook in 2011 Since announcing at the beginning of the year the launch of the UK’s first Facebook store, ASOS have had the most successful social media campaign of all, attracting far more followers than any of it’s closest rivals, yet is still just one place away from the top spot in the Facebook league tables. 2011Private & Confidential© eDigitalResearch 2011This document is for information purposes only 13eDigitalResearch makes no warranties, expressed or implied, in this document
  • 14. Twitter Followers Top 20 Position Company No. of Followers (Issue 4)* 1 ASOS 251,665 +1 2 Topshop 238,760 -1 3 Net-A-Porter 207,937 = 4 Harrods 70,430 N/A 5 Selfridges 62,499 -1 6 Marks & Spencer 47,745 +1 7 Amazon.co.uk 45,967 +3 8 River Island 43,620 -3 9 New Look 41,425 -3 ASOS have successfully managed to create a brand personality, tweeting behind- 10 Waterstones -2 the-scenes pictures and encouraging interaction with their followers, pushing 33,601 11 them to the top of the Twitter league tables. Game 31,332 -2 12 Sainsbury’s -1 ASOS have now overtaken Topshop as the most popular retailer 30,091 on Twitter, with over 10,000 more fans than anyone else. 13 All Saints 26,640 -1 14 Cath Kidston +7 The Top 3 continue to dominate the channel, with third place 26,446 Net-A-Porter almost 150,000 fans away from fourth place 15 Asda 24,973 N/A Harrods. 16 HMV 24,027 -2 High end brands Net-A-Porter, Harrods and Selfridges have all 17 Topman 23,835 -5 made it into the Top 5, suggesting that Twitter users like to use 18 Argos 18,495 -3 the channel to connect with more aspirational brands than other 19 Waitrose 17,558 -3 platforms. 20 Next 15,574 Cath Kidston has made the biggest jump up the table, moving 7 *During the week commencing 28th November 2011 **Where possible, we measured the number of fans of UK places and into the Top 20 for the first time. branded pagesPrivate & Confidential© eDigitalResearch 2011This document is for information purposes only 14eDigitalResearch makes no warranties, expressed or implied, in this document
  • 15. Twitter: New Followers Position Company Number of new ASOS are outperforming all other retailers on Twitter, followers successfully building on their established presence. 1 ASOS 92,958 Brands with an established following on Twitter are generally 2 Topshop 61,923 doing better to grow their reach on the site and attact new 3 Net-A-Porter 61,608 followers. Having more followers obviously means that they 4 Amazon.co.uk 25,149 have more opportunity to attract more friends of fans. 5 Selfridges 21,182 John Lewis and Tesco are the only two retailers to increase 6 Marks & Spencer 19,287 their following by a large number and not make it into the Top 7 River Island 12,433 20. John Lewis sit just outside the league tables at 23, whilst 8 New Look 11,607 Tesco make their entrance slightly lower down at 31. 9 Sainsbury’s 11,164 10 HMV 10,321 11 Theory* suggests that each and every Game 10,164 person has an average of 150 online 12 Cath Kidston 8,794 connections. With that in mind, brands 13 John Lewis 8,274 are technically just 1 away from 150 14 All Saints 8,027 other followers each and every time 15 Topman 7,295 they add a new user to their following, 16 Tesco 7,197 stressing the importance of trying to grow social media accounts. 17 Argos 6,926 *Dunbar’s number principal 18 Waitrose 6,409 19 Waterstones 6,248 20 Miss Selfridge 5,935Private & Confidential© eDigitalResearch 2011This document is for information purposes only 15eDigitalResearch makes no warranties, expressed or implied, in this document
  • 16. Twitter Best Practice: Harrods and Selfridges Despite being more aspirational brands, Harrods and Selfridges have managed to create a Twitter account that will appeal to both their target market and the core Twitter demographic by tapping into trends relevant to Twitter users. Using multimedia within tweets encourages users to click through to the whole profile or story and is likely to attract more new followers. By linking to celebrity accounts and involving them in their profiles, Harrods and Selfridges are able to increase their reach to followers of associated celebrity accounts. More interesting tweets like this will also appeal to the celebrity culture that exists on the site.Private & Confidential© eDigitalResearch 2011This document is for information purposes only 16eDigitalResearch makes no warranties, expressed or implied, in this document
  • 17. The introduction of Twitter brand pages The introduction of Twitter brand pages will help retailers to increase their presence on the platform and add to their reach. Brand pages allow more customisation over the look of pages and the ability to show embedded multimedia, all which will go some way to help to increase engagement levels. It also allows retailers to integrate their messages across social media platforms better, given the similar concept and the design of Facebook pages. It should help free up social media executives time and allow them to devise more interactive ways of communicating with online users.Private & Confidential© eDigitalResearch 2011This document is for information purposes only 17eDigitalResearch makes no warranties, expressed or implied, in this document
  • 18. CONCLUSION Private & Confidential© eDigitalResearch 2011 18
  • 19. ConclusionSocial media has continued to grow at a phenomenal rate in 2011. A staggering 2.6 million new followers havejoined the Top 20 retailers alone on Facebook, whilst an additional 400,000 Twitter users are now activelyfollowing brand accounts.Growing social media accounts is essential if brands want to broaden their audience and reach as many oftheir potential target market as possible. As high street spending figures continue to drop, social media is afantastic way of re-creating a brand experience online and engaging with customers.Following the introduction of their Facebook store in early 2011, ASOS have dominated the leagues this year,attracting more new followers than anyone else and now top the Twitter league tables. ASOS have a winningformula of creating a brand personality on Twitter that encourages followers to get involved in conversations,whilst their variety of bespoke features on their Facebook page keeps followers interested and intrigued.As social networks become more commercially friendly, especially with the introduction of Twitter andGoogle+ brand pages, it is important for brands to take advantage of the opportunities sites like these areoffering them. However, with these changes often come a shift in user behaviour. As social media trendscontinue to evolve, it is important that brands re-visit their strategies and make the necessary changes toensure that users remain interested and engagement levels remain high.Private & Confidential© eDigitalResearch 2011This document is for information purposes only 19eDigitalResearch makes no warranties, expressed or implied, in this document
  • 20. How to run a successful social media campaign Understand social Update content media regularly trends ‘Offline’ Interact Constantly with update integration followers social By understanding what media users have come to expect strategies Ensure on social media sites, channel Reward retailers will be able to specifics loyal users Consumer behaviour on communicate better and remain social media sites is more effectively with their constantly evolving. followers. Using a simple eDigitalResearch consumer survey deployed on a Mirror Make sure studies have already shown Facebook page, or utilising brand you’re big leaps in the popularity the Facebook poll feature is image and easy to of fCommerce in just a few a great way of doing this. values find short months. As a result, retailers need to make sure Promote that they constantly revisit Integrate product pages and campaigns their strategies and update across as necessary. develop Capture all platforms them feedback and insightPrivate & Confidential© eDigitalResearch 2011This document is for information purposes only 20eDigitalResearch makes no warranties, expressed or implied, in this document
  • 21. The introduction of Google+ and brand pages Whilst brands still tread carefully on Google’s latest venture into social media, some retailers are attempting to establish a following from the offset. Retailers were later in the uptake on Facebook than most consumers. By occupying space on emerging social media channels, retailers can combat the issue of having to catch up on trends and behavior to communicate with customers as they have in the past. 8 out of the Top 20 retailers are already on Google+ and posting content, although a lot less frequently than on other sites as user trends and behaviour continues to develop. Topman are currently the most successful retailer on Google+ with 750 followers, a considerable amount more than most other retailers on the site.Private & Confidential© eDigitalResearch 2011This document is for information purposes only 21eDigitalResearch makes no warranties, expressed or implied, in this document
  • 22. About eDigitalResearch Private & Confidential© eDigitalResearch 2011 22
  • 23. eDigitalResearch – Who are we and what do we do • established in 1999 by current directors/owners • self funded, financially secure, clear ethics We are one of the • own system with outstanding technical support leading providers of • team of research professionals digital market research • company partners – MRS and ESOMAR • The Sunday Times Top 100 Best Small Companies To Work For 2011 We are migrating • reducing costs – fixed pricing model traditional market • faster results – real time results research to digital • improving accuracy – no response or panel limits methodologies • social networking (digital communities) We are developing and • maximising respondent engagement introducing innovative • industry norms/benchmarking research solutions • mCommerce/mResearchPrivate & Confidential© eDigitalResearch 2011This document is for information purposes only 23eDigitalResearch makes no warranties, expressed or implied, in this document
  • 24. Product Overview eMysteryShopper eDigitalSurvey • ‘Closed group’ research • ‘Open’ user research • Usability & • Visitor/user opinion ‘end to end’ experience • Key performance indicators • Brand advocacy • Benchmarking HUB eBuzzBox ePanelManager • Automated qual-to-quant • Omnibus research eDigitalCommunities text analysis • Client panel management •Full reporting of verbatim • Media panels comments across any digital • Web 2.0 medium • 3 way dialogue from profiled users • Product ratings • Net chatsPrivate & Confidential© eDigitalResearch 2011This document is for information purposes only 24eDigitalResearch makes no warranties, expressed or implied, in this document
  • 25. eDigitalResearch Vanbrugh House Grange Drive Hedge End Hampshire SO30 2AF Tel: 01489 772920 www.edigitalresearch.com @eDRTweet eDigitalResearch Key Contacts: Michelle Fuller - Director Lisa Bonczyk – Associate Director – Sales and Marketing Liana Vickery – Marketing ExecutivePrivate & Confidential© eDigitalResearch 2011This document is for information purposes only 25eDigitalResearch makes no warranties, expressed or implied, in this document