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

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

Social Media ROI• 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. • We look to increase the value brought to ask many areas of the

business as is possible• 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.

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Social Media Audit

Data Audit Operations Audit Asset Audit

Website Audit

Content Audit

Social Profiles Audit

Crisis Management Audit

Sales / Acquisitions Audit

Customer Services Audit

Advocate Engagement Audit

Data Archive Audit

Data Gap Analysis

Data ROI Audit

Data Source Analysis

Data Reporting Standardisation

Improved Data ROI Improved Data Flow Improved Customer

Insights Improved Market Insights

Engagement Guidelines Escalation protocol Improved Customer

Satisfaction More efficient response

management Departmental and supplier

alignment

Unified / Converged Presence

Improved User Experience

Improved Platform Effectiveness

Reduced post campaign waste

Greater ROI on Media Spend

Official Communities Audit

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 creative innovation

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

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

• 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.

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Brand Categories

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Luxury Retailer High StreetJimmy Choo ASOS All SaintsBurberry Oli.co.uk French

ConnectionYves Saint Leron Liberty Top ShopCoach Harrods LevisD&G Selfridges H&MDvF House of Fraser WarehouseStella McCartney Westfield GAP

Online brand conversations• We pulled all conversations over the month of June by brand term

using Radian 6 (social media listening tool) and broke each down by media type.

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

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

• 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

• The volume will also reflect if they have done any recent activity (both on and offline) and would fluctuate over time.

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Asos

Selfrid

ges

Westfiel

d

Harrods

House of F

raser

Levi's

Topsh

op

French Connecti

onH&M

Allsaints

Louis Vuitton

Burberry

Jimmy C

hoo

Diane V

on Furst

enberg

Dolce & Gab

bana

Stella

Mcca

rtney

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

VideoTwiterMainstreamBlogForum PostsForum RepliesWebsiteAggregator

LuxuryHigh StreetRetailer

Raw data from Radian 6 to provide context to research for the month of June 2010

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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10

FOLDAka if you have to scroll

ABOVE

BELOW

Top SMO Websites

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• 5 of the Top 10 were High Street brands• Of the remaining 4 (3 were Luxury & 2 Retailer)• 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

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

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

• Only 5 of the top 10 had their blog linked on the Homepage

Top

10

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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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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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The most integrated into the site content was D&G and the site design Stella McCartney

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ASOS Life:Ideas & ForumsWider Community

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ASOS life have opened up a wider community It experiences active discussions and debate Replies every 18-43 min

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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

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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.

Blogging• Only 28% of all brands blogged none of which were Luxury• 50% were High Street & 50% retailers• We define blog as a webpage in blog post format that can be commented on. This

would exclude brand X.• 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.

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

• The successes of Topshop show blogging is a valuable but currently massively underutilized tool.

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• Whilst ASOS had the most frequent number of blog posts per week with 7, double that of most competitors, Topshop had significantly more engaging posts with a higher comment frequency at almost 10 times the others.

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

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

• Cross match low comments on blog with high comments on Twitter / Facebook

• 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

• Warehouse doesn’t not allow comments

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The Warehouse blog has a high average of 4 posts a week but they receive almost no comments. We think this is because:• Posts are generally well written but due to the drop down menu onsite its difficult to

find them• It doesn’t look like their tagging blog-posts to get picked up in search engines• 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 no RSS feeds to grab easily

• ASOS blog doesn’t get many comments because posts are very short and feel rushed.

• Usually just an image or video just showing what they are up to

• All this doesn’t stimulate debate• If you compare it to Top Shop posts are fewer

but more thought through and lifestyle focused in turn attracting greater engagement and commenting

22

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Inbound Links:Warehouse 77

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Inbound Links:asos 197

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Inbound Links:Top Shop 635

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.

• 6 of the Top 10 Twitter accounts surprisingly belonged to luxury brands with just two High Street and two Retailer

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• The rate of following didn’t make any influence on the number of following with the two highest following brands were DVB with 414 (3rd) and D&G (9th) with 233.

• 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

• 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)

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

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

• Tweeter still loves fame, celebs and so will actively follow the closer the access to the star of the brand but one consistently underused features is #hashtags which massively help attract new audiences

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• Lots of RT’s and @replies and Tweet Pics

• Very conversational• Asking questions to users

not just broadcasting info• Although no team

members mentioned

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• Lots of @replies• DVF personally tweeting

‘DVF’• Not just fashion but also

inspirational words to women

• No pics / hashtags or Follow Fridays

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• 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

• The fact it has the 2nd highest number of listings is probably why the followers number is so impressive

Levi Guy

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• A grad interested in social media.

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

• Would be much better as an exclusive brand / team effort

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

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• There was a huge divide between the Top 5 (716k+) and the remaining pages (131k-575k)• It was hard to correlate what gave success (many will be doing ads that we wont pick up • Whilst uploading pictures helped and on occasion video helped it didn't guarantee fans• 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

• Whilst didn’t specifically break down view of Likes (would in future research) • 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 • 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. • Levi’s UK was 2nd lowest number of Fans

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• 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

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• Loads of Rich media in stream, that gets shared /’Liked’ a lot

• Live Facebook Streaming Events• Good link through and up with other

environments

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Burberry• Irregular updates but high interactions from

fans on these updates. • The Creative Director has created a video

explaining why they don’t respond to people on Facebook but that they do listen

• Custom built tab introducing the Burberry Sport collection & Art of the Trench campaign

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

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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• 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• 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.

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

• 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.

• 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)

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http://bit.ly/95xa9F

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High reach

Low reach

Low engagement

Highengagement

Social Status

Research Summary• Through our research the typical brand was Jimmy Choo measured against their sector for reach

and engagement. Measured against any other sector they had very low numbers and levels of social integration and activity.

• 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.

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

• 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

• 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

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

• 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

• 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 gaps

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• In summary all types of fashion brands have adopted social media in some way. A handful understand reach and engagement are both important KPIs with many others either not investing enough resource into developing their presence generally or focusing more on the traditional KPI of Reach

• 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

• 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

• 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

• 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

• 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

• Use and real socialisation of video, as well as underutilisation of blogging are common• 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 innovations

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So what are you waiting for get in touch?

Contact:

Jamie Burke CEO 90:10 Groupjamie@ninety10group.com

Lidia Miras Head of Fashion & Spanish Marketlidia@ninety10group.com