January 2012 Facebook Commerce Index (FBCI)

February 20, 2012

Digital Marketing ChannelAdvisor By ChannelAdvisor

Kicking off the New Year, there was little movement for the FBCI chart toppers in January though overall fan growth jumped an impressive 18 million. Victoria’s Secret, adidas Originals and Walmart continue to command the largest number of Facebook fans, and Ross-Simons has the highest percentage increase in fans for the second month in a row.

Victoria’s Secret and adidas Originals are taking this Facebook dominance seriously and continue to vigorously engage fansand customers. Both retailers also topped the chart for the highest number of new fans in January.

Here’s what we saw from a macro level in growth of the audience across the entire index:

• Growth – The total number of online retailer fans jumped 6.4% since December.

• Audience – The total fan count jumped from 285m to 303m fans from December to January. This is the aggregate fancount across > 500 pages without de-duplication, but indicative of the scale of the Facebook Commerce trends we haveall heard anecdotally and are now able to track quantitatively.

Victoria’s Secret added more than 87,000 new fans in January through its various promotions, especially for Valentine’s Day. Kiss & Tell as well as Share the Love are two Facebook campaigns allowing Victoria’s Secret’s fans to send love letters and Valentine’s cards to others on Facebook, Twitter or through email. Strategically,these promotions are both linked to Valentine’s appropriate merchandise on the VS website.

VS Jan 2012 FBCI

Another apparel company, Lacoste, ranked third on January’s Top Growers by Fan Count chart, up 15 spots from the previous month and increasing its fan count by roughly 79,900! Lacoste also engaged fans with videos, starting on January first with a video wishing fans a Happy New Year. Thanking fans for their support and for following was a common theme throughout the month with multiple retailers. People like to be appreciated.

Lacoste Jan 2012 FBCI

To see all the movers and shakers from December, Download the January 2012 Facebook Commerce Index for the the Top 25 Retailers by Fan Count, The Top 25 Growers by Fan Count and the Top 25 Growers by %.

We’re quickly approaching a full year of tracking the Facebook Commerce Index.  Check back in for a look back at the top trends from the full year this February.