bonfire social media analysis - retail clothing
DESCRIPTION
Bonfire studied Facebook pages from three medium sized clothing brands; Threadless, Crocs and Kangol. Each one was given a ranking based upon community engagement and brand interactions.TRANSCRIPT
Social Media Campaign Analysis – ‘The Good, The Bad & The Ugly’
Threadless – Excellent
Crocs– Good
Kangol – Poor
Industry: Clothing Designers Network: Facebook Target: B2C
Bonfire studied Facebook pages from three medium sized clothing brands; Threadless, Crocs and Kangol. Each one was given a ranking based upon community engagement and brand interactions. Here’s how they compared:
Social media is evolving into a necessary component for achieving marketing objections. Customers expect the opportunity to dialogue with brands via social media networks. This new area of engagement offers a real-time look at online behavior and provides rich learning opportunities. It is our hope that this social media campaign analysis will ‘spark’ a good idea or two and help you achieve your marketing objectives.
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Threadless – Excellent“Likers”: 150,855Primary Uses:
UpdatesLivestream VideoCrowd sourcing old designs for reprintsMarketing new product
Customization: 3 tabsModeration: 3-4 times a day
Facebook Page Review: Threadless
Shopping TabRedirects to main website
The key to Threadless’s success on Facebook is they generate organic demand through genuine messaging and develop simple tabs to convert shoppers into customers. Threadless efforts produce positive ROI and measurable social media marketing correlations
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Facebook Page Review: Threadless
Crowd Sourced TabLatent demand for old
product
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Facebook Page Review: Threadless
Ustream AppBroadcasted weekly
shows
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Crocs– Good“Likers”: 110,358Primary Uses:
UpdatesSpecialsDemographic captureCommunity building
Customization: 3 tabs with “hidden to non-Liker codes”Moderation: 1-2 times a day
Facebook Page Review: Crocs
Welcome Tab(where you land if you are not a Liker)
Map Tab(Attempt at spreading their footprint)
{no pun intended}
Crocs makes creative use of “hide codes” to increase their “Liker” count. There is a simple call to action for visitors to convert to fans and a basic reinforcement incentive once they have connected to strengthen the relationship. For improvement, Crocs should showcase product on a custom tab with comment box integration to increase interaction.
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Facebook Page Review: Crocs
Incentive Tab(where you land if you are not a Liker)
Incentive Tab(where you land after becoming a Liker)
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Facebook Page Review: Kangol Rainbow Sandals – Poor
“Likers”: 2,918Primary Uses:
N/A
Customization: NoneModeration: None
No Activity
Community Contributions
It looks like Kangol is either asleep at the wheel or they do not own this page. Either way, there is no activity from the moderator in any form. We assume they have no interest in marketing with Facebook.
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What is your Facebook Page worth? Each Facebook member has an average of 130 “Friends”“Likes” show up in 3 primary places: Your page, the user’s profile and each of the 130 user’s friend’s wall.Likes also show on your business website if you have them installed.1 ‘Like’ = an average of 134 impressions
X 134 = 4,805,910 impressions
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Facebook Stats
500 Million Active Members
Half of all active members log in every day
5 billion pieces of content shared every day
Facebook sends more traffic to news sites than Google News
(Hitwise, March 2010)
41% think Facebook is a good way to get information about
companies and products
Almost 65 Million Facebook users “Like” things daily
People that make 100k+ per year spend an average of 9 hours
per week on Facebook
Each Facebook “Liker” is estimated to have a
$137 annual value. (email address = $42 annual value)
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Ryan Lewis | Bonfire Social Media | 503.332.5604 | [email protected]