1. FD Social Media - Task 2 : May 2013
Chris Moore

2. 1st
store opened in 1864 on Oxford Street, London
39 John Lewis stores across the UK, 291 Waitrose supermarkets
Online and catalogue business
84,700 full-time employees (partners)

3. Demographics
The core John Lewis shopper - 45+ female
The target shopper - 35-44 female
New initiatives including “Edition” magazine and
social media platforms are aiming to attract a
younger market.

4. Aims & Objectives
To be an “aspirational” brand
Quality products
Exceptional customer service
To honour the “Never Knowingly Undersold”
promise
Create the perfect shopping experience

6. Facebook
Account created in 2010
645,727 likes
5,438 talking about this
50,997 were here

8. Competitions/Promotions
“Guess The Gift”
“New Year, New Start”

9. Twitter
Twitter account created in October 2010
55,403 followers
9,729 tweets
Average of 10.5 tweets per day

13. John Lewis Christmas Advert 2012 – The Journey
4,085,250 views on YouTube - 18,702 likes & 926 dislikes
3rd
most popular video on YouTube worldwide during
launch week.
347,979 total social media shares
Mentioned in 334,248 Facebook updates
484 blog posts.
29,173 mentions of John Lewis on Twitter for the week
since launch
*statistics supplied by “Campaign”

14. Google+
121,367 have John Lewis in their circle
Average 10-20 +1s per post

15. Pinterest
2,496 followers
29 boards
1,113 pins

16. Mobile app
Launched Oct 2012 for
iOS & Android
Access to over 200,000
products
Barcode scanner for
extra product
information

17. Conclusions
Slow starters in the social media arena
Using their SM platforms to create a “buzz” for
their Christmas adverts
Only have a significant SM prescence at
Christmas
Trying to engage customers with attractive
content
Lack of creativity
Working “office hours” on Twitter & Facebook
doesn’t help to build a personal relationship with
customers
Consistency of response between platforms
SM outlets not given prominence on official
website
Minimal linkage between SM platforms