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Facebook and Twitter Guide for the Fashion Industry

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Fashion brands are uniquely situated to capitalize on the strengths of social media marketing. With a loyal, devoted consumer base that will advocate on and offline, establishing strong social media …

Fashion brands are uniquely situated to capitalize on the strengths of social media marketing. With a loyal, devoted consumer base that will advocate on and offline, establishing strong social media connections is a no-brainer for fashion brands.

For the full data report: http://www.salesforcemarketingcloud.com/resources/ebooks/facebook-and-twitter-guide-for-the-fashion-industry/

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  • 1. Facebook and TwitterGuide for the FashionIndustry A Social MediaData Report DATA REPORT
  • 2. Introduction 3 Methodology 4 When to Post 5 How Often to Post 7 What to Post 8 Content Analysis 10 Calls to Action 12 Promotional Keywords 13 Key Takeaways 15 Conclusion 162 http://www.salesforce.com/marketing-cloud/
  • 3. Introduction The fashion industry is uniquely positioned to take full advantage of the power of social media. As a highly visual and expressive industry with an engaged consumer base, the increased exposure and interactivity provided by social media lends itself particularly well to brands in the fashion space. Given fashion brands are well-suited to the social space, how should you express yourself on social networks like Facebook and Twitter to capitalize on this? How are your peers in the industry succeeding in this endeavor? We conducted a study of the world’s largest fashion brands to determine what works and what doesn’t when it comes to social network interaction. The results will hopefully help to serve your fashion brand’s social strategy when it comes to publishing content on Facebook and Twitter. Fashion brands are high performers on Facebook and Twitter. Overall, we found that fan interaction rates for the fashion industry on Facebook are 36% higher than the average interaction across all industries. And on Twitter, interaction rates are slightly (3.6%) higher than the average. When we dig deeper into the ways fashion fans and followers are engaging on the two social networks, we see that 89% of interactions on Facebook are likes, 7% are comments and 4% are (conversation) make up the other 18%. Additionally, link clicks account for 88% of all user actions on Twitter. In this data report we outline best practices that can be used as a guideline to jumpstart your publishing strategy in order to best achieve your business objectives. For both Facebook and Twitter, you will learn: When to post How often to post What to post How to create top-performing content http://www.salesforce.com/marketing-cloud/ 3
  • 4. Methodology For this study, we analyzed more than 90 Facebook Pages and 54 Twitter handles from the world’s largest fashion brands over the course of three months in 2012. The key metrics analyzed are as follows: Facebook: Like Rate: number of likes divided by number of impressions per post Comment Rate: number of comments divided by number of impressions per post Share Rate: number of shares divided by number of impressions per post Interaction Rate: Likes + comments + shares divided by number of impressions per post Twitter: Reply Rate: number of replies as a percentage of followers Retweet Rate: number of Retweets as a percentage of followers (Retweets include both automatic button Retweets and manual Retweets) Interaction Rate: number of replies and Retweets as a percentage of followers Notes: On both Facebook and Twitter, link clicks were not included in the calculation for interaction. rate for posts containing links, thus weighing those instances unevenly All analysis in reference to post and Tweet timing is based on localized time zone Any Facebook post with paid impressions was excluded4 http://www.salesforce.com/marketing-cloud/
  • 5. When to Post Facebook: It’s All About the Weekends When it comes to posting on Facebook, it’s easy to forget about Saturday and Sunday. After all, weekend? But by not scheduling posts outside the work week, fashion brands are missing a huge opportunity to increase interaction. The interaction rate on weekend posts is 77.5% higher when compared to compared to weekday posts, yet only 18% of brand posts are sent on the weekend. While this number doesn’t need to be 50/50 (there are more days during the week, obviously), brands can schedule content to be posted on Saturday and Sunday to leverage the higher engagement that occurs on the weekend. After the weekend, Friday is the next best day to post for fashion brands. Twitter: Sunday = Interaction Funday Sunday is the optimal day for Tweeting for fashion brands, as those Tweets sent at the beginning (or end, depending on your perspective) of the week receive 41% higher interaction. This is Yet, once again brands are missing out on a big opportunity, as only 5% of brand Tweets are published on this day. So try using a tool that allows you to schedule Tweets for the weekends. It’s a great way to capitalize on this trend without working through your weekend. Don’t Just Post on the Weekend - Post About the Weekend, Too Everyone likes the weekend, right? (Unless you work on the weekends, in which case you may not be as fond!) Tap into the positive weekend vibes by posting and Tweeting with weekend- related content. On Facebook, posts focused on or referencing the weekend receive 16% higher interaction rates than non-weekend related posts. Similarly on Twitter, Tweets referencing the weekend receive 14% higher interaction than non-weekend related posts. Use this opportunity to announce weekend sales or promotions and get people excited to do some weekend shopping. http://www.salesforce.com/marketing-cloud/ 5

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