Social Media Audit based on 20 fashion UK brand. Some consideration about the future of digital influence, co-creation and social graph analysis.

1. Fashion & Social Media Report 2010
Europe’s Social Media Partner

2. We are..
• We are a global network of leading social media
specialists. di specialisti dei socialStretegic Consulting, Marketing 2.0,
Siamo un gruppo
La nostra esperienza copre diversi ambiti:
media multiculturali, multilingue.
• Our backgrounds are Marketing, PR, Research, Brand
Gli strumenti del Web 2.0, la Comunicazione, le Digital PR e Ricerche di mercato attraverso i
social media.
Planning, Business Consultancy & Web Development
Presenti in diversi Paesi (Europe, USA, ME), possiamo aiutarvi localmente e globalemente
• We help departments or whole-businesses locally or
ad analizzare, segmentare e ascoltare il social web al fine di adattare la vostra impresa e
internationally adaptad ingaggiarsiin social media
riuscine nei social media and win con la propria community.
I nostri metodi di co-creazione permettono di adattare i vostri prodotti, servizi e strategie di
comunicazione ai bisogni dei clienti, aiutandovi allo stesso tempo ad aumentare la vostra
visibilità e produttività del vostro business
CONFIDENTIEL – Page 2

3. Case | Fashion 2.0
Burberry Art of Trench
Jimmy Choo 4square

4. Case | Fashion 2.0
Lafayette and Grazia goes Street Style
Involve blogger and
urban influencers

5. Lots of fashion brands are now into Digital PR
and social communications … with some positive results,
mainly increasing their online awareness.
and for some it looks amazing !!!
But are these brands exploiting the large quantity of data (in
the social conversations) to improve their consumer
engagement, their competitive advantage or their products?

6. Is this enough?
Buzz = Influence?
Having thousands of fans on your
Facebook fan page doesn’t mean
you have a good engagement!
Good Reach isn’t means Good
Engagement

7. Social Media Monitoring
1. Where are your customers online?
2. What are your customers’ social behaviors online?
3. What social information or people do your customers rely on?
4. What is your customers’ social influence? Who trusts them?
5. How do your customers use social technologies in the context
of your products.

8. Social Media Audit
Data Audit Operations Audit Asset Audit
Data Archive Audit Crisis Management Audit Website Audit
Data Gap Analysis Sales / Acquisitions Audit Content Audit
Data ROI Audit Customer Services Audit Social Profiles Audit
Data Source Analysis Advocate Engagement Audit Official Communities Audit
 Unified / Converged
 Engagement Guidelines
Presence
 Data Reporting  Escalation protocol
 Improved User Experience
Standardisation  Improved Customer
 Improved Platform
 Improved Data ROI Satisfaction
Effectiveness
 Improved Data Flow  More efficient response
 Reduced post campaign
 Improved Customer Insights management
waste
 Improved Market Insights  Departmental and supplier
 Greater ROI on Media
alignment
Spend

9. Introduction to Research
We took inspiration from
Fashion 2.0 Social Media
Awards by The Style
Coalition but felt there were
many gaps in how brands
were assessed choosing to
focus rather on:
effectiveness over
innovation
19/09/2010 9

10. Intro | Brand Categories
Brand Categories
Luxury Retailer High Street
Jimmy Choo ASOS All Saints
Burberry Oli.co.uk French
Connection
Yves Saint Leron Liberty Top Shop
Coach Harrods Levis
D&G Selfridges H&M
DvF House of Fraser Warehouse
Stella McCartney Westfield GAP
19/09/2010 10

11. Retailer High Street Luxury
5000
4500
4000
3500
3000
Video
2500 Twiter
Mainstream
2000 Blog
Forum Posts
1500 Forum Replies
Website
1000 Aggregator
500
0

12. Audit| Website
Website
• We looked at all websites to see how well they had integrated social
media into their presence. Across all categories integration was
generally poor usually with small Twitter / Facebook icons above or
below the fold on the Homepage.
• 33% of websites had no social media integration, 57% had some
kind of above-the-fold and 33% below.
• 78% had Facebook & Twitter combined (those that didn’t just had a
blog)
• The average site had at least 2 kinds of social media listed with 1
above and 1 below
• All High Street brands (excluding Levi’s) had some kind of social
integration with 62.5% of it being below the field.
• The worst category was, unsurprisingly, Luxury with 58% not having
any integration
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13. ABOVE
FOLD
Aka if you have to scroll
13
BELOW

14. Top 10 Top SMO Websites
19/09/2010 14

15. H&M don’t directly link to SM they point to a newsroom which aggregates their content but is in
above-fold / top right which as the eye reads is premium space
Top Shop give prime space to their blog but have their offsite SM links in the bottom right hand
corner of the site
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16. Social Newsrooms are great
to show transparency,
confidence in your product,
community spirit and reduce
the need for you to create all
the content on your site.
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17. The most integrated into the site
content was D&G and the site
design Stella McCartney
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18. ASOS Life:
Ideas & Forums
Wider Community
ASOS life – wider community
Co-created model. Active
discussion.
19/09/2010 18

19. They openly surface what people do and don’t like
about ASOS live. Builds trust and allows them to easily
indentify and fix problems
19/09/2010 19

20. Audit| Blogging
Blogging
• Only 28% of all brands blogged none of which were
Luxury
• 50% were High Street & 50% retailers
• The average blog had 4 posts and 2 comments a week.
Top Shop and Warehouse had the highest number of
p.w 4
• Topshop received the most comments with 10 per post
• French Connection through Facebook Like integration
received more Likes in place of comments. We believe
this will be a growing trend. Posts will be increasingly
more discussed Facebook and with time Twitter over
the coming year.
19/09/2010 20

21. • ASOS blog doesn’t get many
comments because very short and
feels rushed.
• Rich media (image, video) showing
what they are up to
• Doesn’t stimulate debate
• Top Shop is more thought through
and more lifestyle focused
21

22. Inbound Links:
Warehouse 77
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23. Inbound Links:
Top Shop 635
19/09/2010 23

24. • Even though they average a good 4 posts a week they receive almost no
comments
• Doesn’t look like their tagging blog-posts to get picked up in search engines
• As posts are generally good although due to drop down menu onsite its
difficult to find.
•Facebook Like buttons may help improve virality but we think the main
reason is because they are in the bottom five on both Twitter & Facebook for
activity and there is nor RSS feeds to grab easily
19/09/2010 24

25. Audit| Twitter
Twitter
• Most brands had their account registered on
average for at least one year. They have
carried out 2 Tweets per day (low against
other sectors), been listed 777 times, 32,951
tweets
• The average number of tweets was 893, 2 per
day, following 452 & followers 32,951.
• Consistently underused features is #hashtags
which massively help attract new audiences
19/09/2010 25

26. •Lots of RT’s and @replies
and Tweet Pics
• Very conversational
•Asking questions to users not
just broadcasting info
• Although no team members
mentioned
19/09/2010 26

27. • Lots of @replies
• DVF personally tweeting
‘DVF’
• Inspirational words to
women
• No pics / hashtags or Follow
Fridays
19/09/2010 27

28. •Stella McCartney whilst
with the most prolific
tweets per day 5.2 most
were filling noise and
wouldn’t inspire
conversation
• Good use of Tweet
Pic, the occasional RT
•But it is Listed once
again with them having
the 2nd highest number
19/09/2010 28

29. Levi Guy
•A grad interested in
social media.
•Good use of #hashtags,
@replies and RTs but
relatively low following
and poor reach
• Much better as an
exclusive brand / team
effort
19/09/2010 29

30. Audit | Facebook
Facebook
• All brands had a Facebook Fanpage of sorts.
• The average page had 378,935 fans, 1,254 Fan
Comments (if frequently updated)
• The average page has 15 official posts per
week, and a total of 551 Official Pics
uploaded, 364 Fan Pics, 15 videos
• In the Top 10 the most successful categories
were Luxury (50%) & High Street (40%) with
just one retailer ASOS coming 9th
19/09/2010 30

31. •H&M’s Facebook Page is more
for customer service
•So it had the highest number of
posts but most were comments
in response to others comments
19/09/2010 31

32. • Loads of Rich media in stream, that gets
shared /’Liked’ a lot
• Live Facebook Streaming Events
• Good link through and up with other
environments
19/09/2010 32

33. Levis UK
• More lifestyle focused (music)
• 1-in-3 music related
• Raw video files dumped on
Facebook (no sharable maybe -
rights related)
• Low number of comments
although high number of Likes
19/09/2010 33

34. Audit | Social Reponse
Social Response
We tested response times to enquiries made directly to Facebook, Twitter accounts if
available.
We posted on a member of the 90:10 teams fashion blog (cupcakeandheels.com)
mentioning all brands terms in copy and tags, and that we were conducting research into
who was listening to the blogosphere and none replied over a week period. None
responded.
• Only 4/21 responded by Twitter, 9/21 on Facebook
• Reply on Facebook it took them on average 1,409 minutes (23 Hours) although
most within the hour. All Saints and ASOS being in best with 12 & 13min,.
• On Twitter of the four that did reply (Levi’ Oli, Coach Liberty) Levi was best within
the minute and the only High Street!
• Luxury brands continue to take distance with 86% not responding at all on Twitter.
They were also the worst category on Facebook with 59% unanswered.
• Retailers and High Street both failed with 43% not responding on Facebook
however.
• Overall the tone of response was strong; 46% were Very Positive (Extra Mile), 46%
Positive (Helpful) with one Neutral (Matter of Fact)
19/09/2010 34

35. High reach
Low High
engagement engagement
Low reach

36. We believe in Open Business
• At the heart of everything we do is Open Business
• We believe in business open to it’s stakeholders.
• By product and service development, to marketing and
customer care, the consumer becomes more deeply
engaged.
• They become involved in the decisions that matter to them
• They care more about the outcomes
• They become more loyal
• You, Your products and marketing are more likely to
become more successful
• Social media means there are thousands of live consumer
conversations to discover, explore and connect with
• Social technologies offer the ability to collaborative in a
scalable and more cost efficient way than ever before

37. Engage| Outreach
• We see Influence as fluid. There are
no single points of influence in social
media
• Rather we seek to influence the
conversation overall by targeting
those not necessarily with the biggest
individual audience but instead those
that are best connected with the
furthest and most relevant reach
19/09/2010 37

38. Engage| Influence
By providing them with our social currency (value they can
share with their peers) we contribute to and grow their
influence guaranteeing they work extra hard for the brand
19/09/2010 38

39. 90:10 Co-Creation Process
OPEN
Attracts more
users more
ideas,
potential new
customers
Listen to Invite them Community Select key Outcome:
discover into an Surface and influentials to
those who open/closed validates best collaborate More
share your bespoke ideas and key with internal efficient
purpose community influentials teams marketing
Private, Safer,
faster; greater
control
CLOSED

40. Actionable Innovations
• Business intelligence
• Input to renegotiate with suppliers
• Product improvement
• Innovation Sourcing
• Continuous Customer Experience
Improvement // content strategy
• Ownership of Customer Experience Value
Chain
• Real-Time Voice of Customer
• Real-Time Support and Resolution
• Prioritization for Program Improvements
We believe investment in social media
should be treated with the same levels of
seriousness and measurement as any other

41. Action | E-Reputation and Co-creation
DeeDee, an influential French blogger "The comments from my customers
purchased a pair of Sandro boots, and have shaped the way I design my
complained about the quality on her headbands, and even the way I've set
blog. Sandro’s MD spotted the blog prices," she says. "I have lowered and
post and spontaneously left a raised my prices based on customer
comment, apologising about the feedback.“
incident and inviting her and a handful
of her readers to meet him in person
and discuss the Sandro quality issue.
Are you really developping communication and marketing
initiatives into business opportunities and both social / real
currency for your customers?
Deliver that to the right audience in the right way?

42. Final | KPI’s
• We believe investment in social media should
be treated with the same levels of seriousness
and measurement as any other
• Organisations need to be clear on what
innovations they are hoping to achieve.
• They need to continuously look at how.
efficiency and effectiveness be improved and
ROI increased
• Audit Data, Assets & Operations
19/09/2010 42

43. Brand
Collettivamente abbiamo lavorato per..
Agenzie
?
CONFIDENTIEL – Page 43

44. THANKS
For the complete report contact us or visit here
http://ow.ly/2GqGn
Contatti:
Patrick Attallah
Direttore Generale 90:10 France e Italia
patrick@ninety10group.com
@9010FR & @BZPAT
Andrea Colaianni
Social Media Consultant 90:10 France e Italia
andrea@ninety10group.com
@9010IT & @womarketing
http://www.womarketing.com