© 2013 Zuum

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Jan 2013 ZuumSocial.com

Social Content Analysis:

Luxury FashionSocial media content trends, strategies and tactics from the leading luxury fashion brands.

A Social Media Content Strategy Tool

© 2013 Zuum

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Toplineaverage number of posts per page

average number of fans

average page fan growth rate

average engagement rate per post

of all posts were photos

of all posts were status updates

of all posts were links

of all posts were videos

27 7.6 million

2.74%.22%77%

1%3%

19%

Facebook activity for January, 2013

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Index

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All data in this report was collected and analyzed using social media content strategy tool Zuum. The report analyzes social media content published by ten major luxury fashion brands during the month of January, 2013.

The data in this report is arranged in 3 sections.

1. BenchmarkingBrand by brand performance comparison and industry trend overviews.

2. PublishingWhat kinds of content brands are publishing, and how it’s performing.

3. CommunityThe level of fan activity, and what they’re doing to make an impact.

Zuum delivers data for Facebook, Twitter, YouTube, Instagram and Google+. Due to the dominant community sizes on Facebook, the majority of this report focuses on that network.

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BenchmarkGlobal Leaderboard:

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๏ Facebook dominates most brands with around 85-95% of their social community members.

๏ Big exception to above is Marc Jacobs, with almost equal size between their Facebook and Twitter community.

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BenchmarkFacebook Leaderboard:

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๏ Significant community sizes: Average is 7.6m.

๏ Despite large fan counts, brands are growing their Facebook community size by 2.7% each month, on average.

๏ Dior, combining a large existing fan count with high growth rate, added over 430k new fans in January alone, almost half the total Marc Jacobs fan count.

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Benchmark

Facebook: Share of Voice

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๏ Burberry page is largest, but growing at a comparatively slow pace. Dior fan count growing fast relative to size.

๏ Very similar posting volumes among the brands (% of Brand Posts chart)

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BenchmarkTwitter Leaderboard:

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๏ Twitter communities growing at faster rates than Facebook pages (even slowest-growing Twitter account outpacing the fastest Facebook page).

๏ Significantly higher posting volume for Twitter than Facebook.

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Publishing

Facebook: Posting Volume

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๏ Average posting volume of 26.8 posts per month: Just over 1x per weekday.

๏ Tight range of posting volume: 7 of 10 brands are within a 7 posts per month range.

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PublishingFacebook:Posting Time:

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๏ Condensed posting times for both volume and strong engagement.

๏ Dolce & Gabbana, the only brand above average in both posting volume and engagement rate, has a content calendar that closely tracks the highest industry averages.

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Publishing

Facebook: Media Type

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๏ Photography is the dominant media type (77% of all posts): Not surprising given the industry. Video is a clear second (19% of all posts).

๏ Video content from Chanel significantly stronger than the other brands.

๏ Links off to websites often included in posts, but not the main focus.

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Publishing

Facebook: Most Viral Subjects

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๏ Lofty, aspirational themes a trend among “most viral posts”: Tailoring/Tailored, favourite (British spelling), Rich, ethereal, inspired, Icons, Baroque, Historic, and precious.

๏ Note post volume and pages settings in chart sliders. Requiring page count of 2+ focuses on more universal topics, and less brand-centric terms.

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Publishing

Facebook: Viral Subject Analysis

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๏ “Tailoring/Tailored” a topic on 6 of 10 pages

๏ Engagement rate almost 50% above industry average

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PublishingViral Subject “Tailoring” Posts

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PublishingMost Engaging Brand Posts

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๏ Samples of some of the most engaging brand posts

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CommunityShare of Fan Activity

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๏ Only 3 brands have enabled fan posting to their wall

๏ Louis Vuitton generating far higher share of engagements than their share of fans.

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CommunityMost Engaging Fan Posts

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๏ Note very low engagement levels compared to brand posts.

๏ Most brands are not allowing fans to post.

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Key Takeaways

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๏ While Facebook communities far outsize Twitter, Twitter community growth outpaces Facebook.

๏ Moderate posting volume: 70% of brands posted within a 22-28 post per month window.

๏ Content dominated by visuals: 96% of all posts are photos or videos.

๏ Brands approach Facebook as a destination: Links off to websites treated secondarily.

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About This Report

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Zuum frequently publishes reports on the social media content activities and trends for top industries.

All data was gathered and analyzed using content strategy tool Zuum.

If you’d like additional insights, either for publishing or applying to your business, please email info@zuumsocial.com

Thank you,

Doug SchumacherCo-FounderZuum

WebsiteFacebookTwitterBlog

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A Social Media Content Strategy Tool

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Zuum helps marketers maximize performance of their social media properties by helping them identify the key drivers of community engagement.

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