Why do some of the worlds best known brands have a high level of engagement and others don’t? Unfortunately, quantitative analytics such as number of fans on facebook and followers on Twitter won’t give you any prediction of user response to the published content. To understand what makes brands’ content stick, we have analyzed five (5) well-known fashion brands by looking at their social media engagement rate, number of brand advocates, and audience value on Facebook pages and Twitter. Additionally we considered their exposure on Pinterest and the quality of engagement and content on their blogs, and then evaluated their social testimonials on the website.
Let’s take a look at why these companies have such a high level of engagement.
- Facebook: 659 advocates, 1.84% fans responding to the posts in Facebook, number of shares 21.8K
- Twitter: 51 advocates, 0.16 % followers responding to tweets, and the audience value is $3,961,180
Marc Jacobs International is an established brand with a focus on international markets, particularly in Asia. Their website is constructed in a minimalistic style, with some Asian attributes. The most engaged users are from Hong Kong and Japan. This brings up an interesting aspect of how their engagement rate will increase if Facebook were popular in China.
- Facebook: 1.4K advocates, 0.32% engaged users, and the audience value $42.4m
- Twitter: 42 advocates, 0.21% followers responding to tweets, and the audience value is $2.1M
Some of the distinguishing features of Gucci are superior customer service (e.g. free shipping, returns and repair), access to fashion events online, lots of visual content (e.g. exclusive products & iconic pieces). A lot of attention is given to the details of user interface on the website. The user interface incorporates plain colours with high quality images. The “Heart it” button enables Gucci’s brand advocates to express their love and preference of Gucci.
Gucci maintains presence on all major social media networks. Every product page on the website has a limited quantity of social media buttons. Their goal is to create a superior shopping experience online, which involves on-going testing of their online shopping site. Have you considered doing A/B testing of the social media buttons location for your website?
Engaging historical Facebook timeline: Gucci includes famous people who wore Gucci on the Red Carpet. The Gucci Facebook Page’s Timeline shows the brand heritage and historical events that have made Gucci what it is today. This is a great example of how brands can leverage Facebook’s Timeline feature and engage Facebook fans with their audience.
Twitter followers have access to sneak peaks of new collections and event preparation. This tip could be used to arouse curiosity from both brand advocates and passive audience.
For Gucci, the blog is not about fashion news or detailed product descriptions. The blog is designed with simplicity in mind. It is about sharing appealing visual content. Most of the engaged audiences are bloggers and other merchandisers, such as Net-a- porter and fashion magazines. You should talk to other bloggers, your partners on social media networks! They are the core of your online community.
- Facebook: 163 brand advocates, 0.2% fans responding to the posts in Facebook, 12.2K shares
- Twitter: 49 brand advocates, 1.38% followers responding to tweets, and the brand audience value is $1,258,374.77
ModCloth has a large Pinterest community, consisting of 28,000 followers. Might your brand advocates be hidden there?
Straightforward messaging of sweepstakes “ModCloth superfan: like us on Facebook and receive special offers and promotions.” Access to goodies are provided only after user likes a page. The brand also taps into its fans and followers to make decisions such as design for their blog and web sites. Moreover, ModCloth uses Facebook beyond reaching to its fans – for career opportunities – by using Branchout application (a job search app for Facebook).
ModCloth also has separate Twitter handles for various functions such as new arrivals, careers, and customer services.
What can we learn from ModCloth? Add a list of different Twitter channels on your main company’s Twitter account’s background with short description of what users could expect to find there. Consider building community on Pinterest as a tool with the highest traffic among all.
- Facebook: 93 brand advocates, 0.42% fans responding to the posts in Facebook, and 3000 shares
- Twitter: 18 brand advocates, 0.44% followers responding to tweets, and the audience value is $453,493.12
J. Crew has highly engaged users on Pinterest. There are many brand advocates that have already created Pinboards for J. Crew.
The content mix is made up of information about products and industry news by J. Crew’s partners. J. Crew is using its partners in order to engage their customers. Posts on Facebook include links to gift cards, blogs and news by distributors. J. Crew has custom Facebook applications such as “J. Crew weddings” to make the navigation easier along the timeline so users don’t need to search for more information.
J.Crew regularly conducts contests on Twitter to give away store gift cards as prizes.
- Facebook: 65 brand advocates, 0.2% engaged users, and 9.6K shares
- Twitter: 49 brand advocates, 1.38% % followers responding to tweets, and the audience value is $1,258,374.77
Lululemon has a large Instagram community, consisting of 11,485 followers.
Lulemon’s Blog regularly highlights offline events (e.g., weekly complimentary yoga sessions and marathons) and shares information about on-going contests and sharing inspiring sports pictures of the customers. For instance, one of the blog posts included the challenge of weight loss for some customers as well as their pictures and short interview with them. Consider this idea to make the blog posts more personal. Also there are reviews for all products on the website.
- Facebook: 559 brand advocates, 0.35% engaged users, and the audience value is $16.5 m
- Twitter: 49 advocates, 1.38%% followers responding to tweets, and the audience value is $717,014.05
Armani’s social media team provides continuous updates about latest fashion events hosted by Armani. The brand shares inspirational quotes with its audience.
The highlights of fashion events are integrated with celebrities in Armani apparel. Armani is using celebrities’ image to promote the brand, which seems to work well for them.
What can you do next? Measure your brand audience value.