Presentation for the 2012 edition of FashionCamp (Milano).

1. MISURIAMO IL PASSAPAROLA ONLINE
Measuring engagement and identifying influencers
on Facebook and Twitter
Milan, June 8, 2012

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© Blogmeter 2012 I www.blogmeter.it

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o fanpages: more than 160 official Italian and international Facebook pages dedicated to
fashion
o sectors: luxury, fast fashion, sportswear
o period of analysis: May 2012
© Blogmeter 2012 I www.blogmeter.it 3

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© Blogmeter 2012 I www.blogmeter.it 7

8. © Blogmeter 2012 I www.blogmeter.it 8

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Pages Total engagement*
1. Victoria’s Secret 924.109
2. Gucci 491.332
3. Dior 415.599
4. Dolce & Gabbana 314.433
5. H&M 302.458
6. Mango 274.200
7. Burberry 269.144
8. Bershka 256.501
9. Chanel 188.227
10. Roberto Cavalli 140.548
© Blogmeter 2012 I www.blogmeter.it 9

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Pages Total engagement*
1. Victoria’s Secret 924.109
2. Gucci 491.332
3. Dior 415.599
4. Dolce & Gabbana 314.433
5. H&M 302.458
6. Mango 274.200
7. Burberry 269.144
8. Bershka 256.501
9. Chanel 188.227
10. Roberto Cavalli 140.548
© Blogmeter 2012 I www.blogmeter.it 10

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Total Fan-based
Pages engagement* ranking
1. Victoria’s Secret 924.109 =
2. Gucci 491.332 ↑
3. Dior 415.599 ↑
4. Dolce & Gabbana 314.433 ↑
5. H&M 302.458 =
6. Mango 274.200 ↑
7. Burberry 269.144 ↓
8. Bershka 256.501 ↑
9. Chanel 188.227 ↑
10. Roberto Cavalli 140.548 ↑
© Blogmeter 2012 I www.blogmeter.it 11

12. –
Total Fan-based
Pages engagement* ranking
1. Victoria’s Secret 924.109 =
2. Gucci 491.332 ↑
3. Dior 415.599 ↑
4. Dolce & Gabbana 314.433 ↑
5. H&M 302.458 =
6. Mango 274.200 ↑
7. Burberry 269.144 ↓
8. Bershka 256.501 ↑
9. Chanel 188.227 ↑
10. Roberto Cavalli 140.548 ↑
© Blogmeter 2012 I www.blogmeter.it 12

13. –
Total Fan-based
Pages engagement* ranking
1. Victoria’s Secret 924.109 =
2. Gucci 491.332 ↑
3. Dior 415.599 ↑
4. Dolce & Gabbana 314.433 ↑
5. H&M 302.458 =
6. Mango 274.200 ↑
7. Burberry 269.144 ↓
8. Bershka 256.501 ↑
9. Chanel 188.227 ↑
10. Roberto Cavalli 140.548 ↑
© Blogmeter 2012 I www.blogmeter.it 13

14. –
Total Fan-based
Pages engagement* ranking
1. Victoria’s Secret 924.109 =
2. Gucci 491.332 ↑
3. Dior 415.599 ↑
4. Dolce & Gabbana 314.433 ↑
5. H&M 302.458 =
6. Mango 274.200 ↑
7. Burberry 269.144 ↓
8. Bershka 256.501 ↑
9. Chanel 188.227 ↑
10. Roberto Cavalli 140.548 ↑
© Blogmeter 2012 I www.blogmeter.it 14

15. Total Fan-based
Pages engagement* ranking
1. Victoria’s Secret 924.109 =
2. Gucci 491.332 ↑
3. Dior 415.599 ↑
4. Dolce & Gabbana 314.433 ↑
5. H&M 302.458 =
6. Mango 274.200 ↑
7. Burberry 269.144 ↓
8. Bershka 256.501 ↑
9. Chanel 188.227 ↑
10. Roberto Cavalli 140.548 ↑
© Blogmeter 2012 I www.blogmeter.it 15

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o EDITORIAL STRATEGY: PICTURES
80% of updates are either a single picture or albums.
Each update posted by the brand collects on average
more than 6.700 fan reactions (likes, shares or
comments).
o WHEN: WEDNESDAY & LATE AFTERNOON
On Victoria’s Secret page, the most active day in
terms of interactions is Wednesday and the most
active hour is between 5 and 6 p.m. ,
approximately when people are approaching the end
of their work-day.
o TONE OF VOICE: SEXY
From page information section, to models, from fans
to testimonials (who receive wishes one the day of
their birthday) the brand focuses on the concept of
sexiness. The page becomes a place where “being
(period of analysis: May 2012)
sexy” is celebrated, possibly while following the link
to the e-commerce website.
© Blogmeter 2012 I www.blogmeter.it 17

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o EDITORIAL STRATEGY: PICTURES &
QUESTIONS
Almost 90% of updates are pictures and albums.
Sometimes the brand asks its fans questions about
preferred items (e.g. what type of sundress will you
wear this summer?)
o TREND: GROWING
Every day more than 10.500 new fans “Like” H&M
page.
o TONE OF VOICE : COMMUNITY BUILDING
The page has a wide variety of activities, aimed at
building a community based on shared interests
with the fans and to multiply the activities that can
be done together. Besides new collections, on the
page many charity initiatives can be found, that fans
endorse by sharing their pictures (e.g. Fashion
Against AIDS) . In addition there are also gadgets (period of analysis: May 2012)
such as customizable e-cards or the free magazine,
soon to be found in shops.
© Blogmeter 2012 I www.blogmeter.it 18

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o EDITORIAL STRATEGY: DIVERSIFIED
On the Facebook page dedicated to her blog, Chiara
Ferragni alternates pictures and links to new posts on
the blog. However, she also posts original content on
the page, which is different from her daily blog posts
(new pictures, status updates, etc).
o REACTIONS: > 350 ON AVERAGE
Each update published by Chiara generates on
average more than 350 fans’ reactions (likes,
comments, shares).
o TONE OF VOICE: PERSONAL
The Blonde Salade is a personal page and this
represents its strength: fans, mainly girls, are fond of
little updates about Chiara daily life, such as the
choice of a necklace or a week-end on the lake.
Chiara often posts also updates about her family life,
her dog Matilda and her boyfriend/collaborator. (period of analysis: May 2012)
© Blogmeter 2012 I www.blogmeter.it 19

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Influencer Influencer
Influencer Influencer
The opinion leader
Hashtag #Bestdressed, Oscar Ceremony 26.02.12
SNA Map based on quotes @ & retweet
© Blogmeter 2012 I www.blogmeter.it 21

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