Mercredi 8 et jeudi 9 octobre se tenait la 5ème édition du HUBFORUM. Un rendez-vous annuel pour networking, mais aussi pour faire un état des lieux des meilleurs pratiques digitales de l’années pour tirer vers le haut son business. Cette année le sujet était « Connect, Transform or Die ». Pour revivre le HUBFORUM Paris 2014, l’équipe du HUB Institute vous invite à retrouver les meilleurs moments à travers les présentations et dans le replay :
http://www.hubinstitute.com/replay-integral-du-hubforum-paris-2014/
[HUBFORUM Paris] ASOS : A case study in harnessing Advocacy - Hannah Craik
1. A case study in
harnessing advocacy:
Access All ASOS
(Or; How to make friends and
influence people)
2. of people rely on
recommendations from people
they know over any other source
(Neilsen Consumer Trust Study, June 2012)
3. We have 8,000,000
customers. Each with an
average of 338
friends, 208 followers
and 843 followers.
4. 1,200Insiders in the UK programme
Ambitions 3,000to have
10,000in the UK and globally
5.
6. Number of members +54% on target
Earned media -16% on target
Traffic to ASOS.com +26%on target
Reaching in excess of
12,000,000
(Traackr, February 2014)
7.
8.
9. Unprompted mentions of ASOS
amongst Insiders increased
- all positive.
(Traackr, February 2014)
Hinweis der Redaktion
SCALE: A CONSTANT CHALLENGE - How do you create personal relationships with enough people to impact your business?
ASOS is a WOM brand, and always has been. That was much easier to deliver on 5/10 years ago (smaller business, less competition, fewer social platforms and social influencers). But we don’t want to change, we don’t want to be a broadcaster. So we’ve had to get better at harnessing people’s love for the brand: by giving them the reasons, and tools to talk about us – and to recommend ASOS to the friends and followers.
CREATING A FRAMEWORK:ACCESS ALL ASOS
Objective:
Get our existing fans to recommend us to their friends and followers.
KPIs:
Number of members
Earned media
Traffic to ASOS.com
RECRUITMENT & MANAGEMENT
Making everyone feel like an individual – Special deliveries
Exclusivity – private Twitter, events (e.g. #SelfieSchool, Swap Shop)
Managing interactions - Traackr
769 selected individuals took part (Oct-Jan)
7,500 pieces of content created - all positive - no exceptions!
200 blog posts
12M direct reach estimated (Instagram and Twitter only)
3,000 new people referred to ASOS.com
KPIs:
Number of members +54% on target
Earned media -16% on target
Traffic to ASOS.com +26% on target
Most importantly, against the objective to get our existing fans to recommend us to their peers… We saw unprompted mentions of ASOS increase by 45%.
Huge impact on the ASOS brand beyond the programme
- Spontaneous quotes: + 600%
- Blog posts and referrals : + 800%
> Decision to double the size of the programme and expand internationally
769 selected individuals took part (Oct-Jan)
7,500 pieces of content created - all positive - no exceptions!
200 blog posts
12M direct reach estimated (Instagram and Twitter only)
3,000 new people referred to ASOS.com
KPIs:
Number of members +54% on target
Earned media -16% on target
Traffic to ASOS.com +26% on target
Most importantly, against the objective to get our existing fans to recommend us to their peers… We saw unprompted mentions of ASOS increase by 45%.
Huge impact on the ASOS brand beyond the programme
- Spontaneous quotes: + 600%
- Blog posts and referrals : + 800%
> Decision to double the size of the programme and expand internationally