Una parte di un Social Media Audit del settore moda in UK.

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

3. We believe in business open to it’s stakeholders.

4. By product and service development, to marketing and customer care, the consumer becomes more deeply engaged.

5. They become involved in the decisions that matter to them

6. They care more about the outcomes

7. They become more loyal

8. You, Your products and marketing are more likely to become more successful

9. Social media means there are thousands of live consumer conversations to discover, explore and connect with

11. Organisations need to be clear on what innovations they are hoping to achieve.

12. They need to continuously look at how efficiency and effectiveness be improved and ROI increased.

13. We look to increase the value brought to ask many areas of the business as is possible

14. We usually audit Data, Assets & Operations (listed next slide) but this requires access to the subjects business so when we conduct sector research (as in this document) we focus more on Asset and part of Operations. 16/07/2010 3

16. Improved Data ROI

17. Improved Data Flow

18. Improved Customer Insights

19. Improved Market Insights

20. Engagement Guidelines

21. Escalation protocol

22. Improved Customer Satisfaction

23. More efficient response management

24. Departmental and supplier alignment

25. Unified / Converged Presence

26. Improved User Experience

27. Improved Platform Effectiveness

28. Reduced post campaign waste

30. We looked at a total of 21 fashion brands (7 Retailers, 7 Luxury and 7 High Street) over the period of June.

31. Our focus was English speaking, UK were possible, if not US created brand presences in and across social media

32. This was on the understanding from our vast global experience as a social media business consultancy that users recognises less traditional geographical market barriers and more by language.16/07/2010 5

33. Brand Categories 16/07/2010 6

35. The results we show is raw volume (unfiltered) 10-40% can usually be irrelevant / spam.

36. We have excluded the brands; Warehouse, Oli, GAP, Coach and Liberty as their names are too generic and the results would need manually filtering.

37. This is an indicative data set to provide some context to our manual research. To see if there was a correlation between those brands active if social media and the number of users

38. The volume will also reflect if they have done any recent activity (both on and offline) and would fluctuate over time.16/07/2010 7

39. Luxury High Street Retailer Raw data from Radian 6 to provide context to research for the month of June 2010

41. 33% of websites had no social media integration, 57% had some kind of above-the-fold and 33% below.

42. 78% had Facebook & Twitter combined (those that didn’t just had a blog)

43. The average site had at least 2 kinds of social media listed with 1 above and 1 below

44. All High Street brands (excluding Levi’s) had some kind of social integration with 62.5% of it being below the field.

45. The worst category was, unsurprisingly, Luxury with 58% not having any integration16/07/2010 9

46. ABOVE FOLD Aka if you have to scroll 10 BELOW

48. Of the remaining 4 (3 were Luxury & 2 Retailer)

49. Top Shop scored higher because of the prominence of their links although ASOS have a more social website on the whole with its own community

50. Levis was the only High Street to have no SMO integration on the Homepage the majority were luxury.

51. Only 3 had YouTube integration, All the Top 10 excluding Warehouse had both Facebook & Twitter

52. Only 5 of the top 10 had their blog linked on the Homepage 16/07/2010 11

53. 16/07/2010 12 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

54. 16/07/2010 13 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.

55. 16/07/2010 14 The most integrated into the site content was D&G and the site design Stella McCartney

56. 16/07/2010 15 ASOS Life: Ideas & Forums Wider Community

57. 16/07/2010 16 ASOS life have opened up a wider community It experiences active discussions and debate Replies every 18-43 min

58. They ‘point’ as well as ‘pull’ – embracing the ethos of social media and community spirit by referencing great fashion social media people (bloggers / tweeple) and highlight / aggregate their work 16/07/2010 17

59. 16/07/2010 18 They openly surface what people do and don’t like about ASOS live in a similar way to First Direct – the UK online bank. Builds trust and allows them to easily indentify and fix problems.

61. 50% were High Street & 50% retailers

62. We define blog as a webpage in blog post format that can be commented on. This would exclude brand X.

63. The average blog had 4 posts and 2 comments a week. Top Shop and Warehouse had the highest number of p.w 4

64. Topshop received the most comments with 10 per post

65. 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.

66. Most blogs were difficult to find, Warehouse had comments disabled, and French Connection’s was men's & US fashion only.

67. The successes of Topshop show blogging is a valuable but currently massively underutilized tool.16/07/2010 19

69. Comment frequency does vary massively month-to-month so this may not be typical over the course of the year

70. As a brand uses Facebook & Twitter more (especially facebook Likes) comment frequency goes down as it happens elsewhere

71. Cross match low comments on blog with high comments on Twitter / Facebook

72. Arguably it is easier for retailers as they have a wider range of products to talk about but the most successfully focus more on wider lifestyle anyway

73. Warehouse doesn’t not allow comments16/07/2010 20

75. It doesn’t look like their tagging blog-posts to get picked up in search engines

77. 16/07/2010 23 Inbound Links: Warehouse 77

78. 16/07/2010 24 Inbound Links: asos197

79. 16/07/2010 25 Inbound Links: Top Shop 635

81. The average number of tweets was 893, 2 per day, following 452 & followers 32,951.

82. 6 of the Top 10 Twitter accounts surprisingly belonged to luxury brands with just two High Street and two Retailer16/07/2010 26

84. The higher number of following would usually indicate a new account and a drive to recruit but this didn’t ring true here. DVB the oldest account (early adopter) was following the most in the Top 10 and the second highest (D&G) being the youngest

85. Lists (being listed) did seem to have a correlation with success with 90% of Top 10 having 768+ This would indicate a more mature use and community spirit of the account (point as well as pull) as well wider topic focus (e.g. lifestyle)

86. So much so Louis Vuitton had the highest number of Lists, lowest number of daily tweets and the 2nd most followers

87. The tweet topic and style varied dramatically across brands. As is typical those with the least followers tended to be more pure sales orientated.

89. Very conversational

90. Asking questions to users not just broadcasting info

92. DVF personally tweeting ‘DVF’

93. Not just fashion but also inspirational words to women

95. Good use of Tweet Pic, the occasional RT

97. Good use of #hashtags, @replies and RTs but relatively low following and poor reach

99. The average page had 378,935 fans, 1,254 Fan Comments (if frequently updated)

100. The average page has 15 official posts per week, and a total of 551 Official Pics uploaded, 364 Fan Pics, 15 videos

101. In the Top 10 the most successful categories were Luxury (50%) & High Street (40%) with just one retailer ASOS coming 9th16/07/2010 32

103. It was hard to correlate what gave success (many will be doing ads that we wont pick up

104. Whilst uploading pictures helped and on occasion video helped it didn't guarantee fans

105. Again whilst many in the Top 10 had obviously got fans to upload their own pics through competitions, some with great success such as H&M, Coach, DVF, it didnt always give them an advantage over those that didn’t Burberry, Louis Vuitton and D&G having none at all

106. Whilst didn’t specifically break down view of Likes (would in future research)

107. Outside of the Top 10 which had a avg. Comment of 1,553 pw going up to 3500-8300 in the higher end, commenting significantly drops of

108. Aside from Luxury (excluding Burberry) which had a relatively high rate of posts per week (3.5-7pw) The Top 10 generally had lower post rate than the remaining 11.

111. Live Facebook Streaming Events

113. 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 16/07/2010 37

115. 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.

116. Only 4/21 responded by Twitter, 9/21 on Facebook

117. Of those that did 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, Levi’s was the last with 7 days

118. We advise our clients to respond within 24 hours to be acceptable. Most were well below this with the average skeward by Levi’s 7 days for Facebook response but on twitter they were the quickest (within 1min!). It also has a lot to do with luck who was looking at it the time we did it. The quickest on Facebook was All Saints in 12min and Westfield with 13.

119. On Twitter of the four that did reply (Levi’ Oli, Coach Liberty) Levi was best within the minute and the only High Street!

120. All in Luxury was the poorest performer across the platforms. Luxury brands were the worst offenders with 86% not responding at all on Twitter. They were also the worst category on Facebook with 59% unanswered.

121. Retailers and High Street both failed with 43% not responding on Facebook however.

122. Overall the tone of response was strong; 46% were Very Positive (Extra Mile), 46% Positive (Helpful) with one Neutral (Matter of Fact)16/07/2010 38

123. 16/07/2010 39 http://bit.ly/95xa9F

124. 16/07/2010 40

125. Social Status High reach High engagement Low engagement Low reach

127. This shows a huge need for Fashion to catch up with the experience users now expect with brands in the social space. It also offers the opportunity for those that increase and improve their activity to standout from the pack.

128. In retail for many it is playing catch-up with ASOS and Top Shop and High Street keeping pace with Luxury.

129. H&M whilst with good engagement and massive Facebook reach could have been one of the leading brands but failed to have any real effect in Twitter

130. Topshop & ASOS were leaders, with TopShop the winner, due to their combined reach on both Twitter and Facebook and both had a significant lead on their category competitors

131. Surprisingly 3 Luxury brands came next with Louis Vuitton, Coach and D&G all showing good reach and levels of engagement

132. There was a huge divide between these brands and others. Burberry, GAP & Selfridge’s good reach was not supported by good levels of engagement within their communities. Without knowing exactly how they have achieved such numbers it would suggest paid-for advertising or offline activity may be the reason they have this without engagement

133. We do know activity such as Live Event Broadcasting and blogger outreach by Burberry have contributed to their ‘reach’ success, neither can be measured in this research, but further inspection will be carried out with each brand post audit to fill in these gaps16/07/2010 42

135. Having spoken with a number of the brands post-research many seem to confuse a good digital marketing strategy with good adoption and use of social media

136. We define ‘good adoption’ as utilizing connectivity and flow of insight with the consumer and other stakeholders to the benefit of the whole supply chain. This requires a converged approach across all departments

137. We believe increasingly as consumers come to expect a certain presence and level of adoption from all types of brands online just having the promotion function of the business using social media will be perceived very negatively

138. Using it as just another channel to push digital assets will put brands at a disadvantage to their competitors who embrace a more holistic approach

139. Few luxury brands we spoke to are willing to let employees, unless they have a brand figure head, speak on their behalf. This comes from a legacy of carefully controlling the tone of their messaging to reflect brand values

140. Use and real socialisation of video, as well as underutilisation of blogging are common

141. Overtime fashion brands will realise allocation of resource into Engagement as seen in the case of Coach will lead to greater Reach and deeper levels of engagement with far greater ROI than other innovations16/07/2010 43

142. So what are you waiting for get in touch? Contact: Jamie Burke CEO 90:10 Group jamie@ninety10group.com Lidia MirasHead of Fashion & Spanish Market lidia@ninety10group.com