Note: The ChannelAdvisor Facebook Commerce Index is a new way of tracking Facebook Commerce introduced by ChannelAdvisor in the US in February of 2011. You can read the background information, schedule, etc. in this introductory post. The UK version was launched in May 2011.
June 2011 ChannelAdvisor UK Facebook Commerce Index
Welcome to the second monthly UK Facebook Commerce Index. Last month we introduced the UK version of the index and published details of the 25 UK retailers that had the highest fan count on Facebook.
This month’s updated table is shown below.
We’re tracking over 100 leading retailers and the total fan count amongst all the retailers we’re tracking increased by over 1.1m fans this month – a monthly growth rate of 15%. That’s considerably faster growth than we’re tracking on our US index and at a similar level as we saw from April to May – which suggests that UK brands are continuing to wake up to the power of the Facebook fan base and are investing (successfully) in strategies to aggressively increase fan count.
Note: we’ve also added a couple of brands that were highlighted to us as missing from last month’s index – thanks for your feedback.
This month we saw a few notable ‘growers’.
Lakeland posted a very convincing 134% growth in fans over the month of June.
As well as a powerful ‘hero’ graphic (above), this increase also seems to have been driven by a prize draw with a bunch of particularly nice prizes – from a cooking masterclass to a spa experience in a Scotland for 8 people. Now, think about it – if you wanted to win the spa experience – what’s the first thing you would do after you’d entered the competition? Share the link with 7 friends and ask them to enter too! A perfect example of taking advantage of the viral nature of Facebook sharing.
ASOS also had an impressive month, adding over 280,000 new fans. This is the largest amount of new fans added this month and represents an almost 50% growth in their fan base in 30 days! I was digging around to try to work out how they did this and came across this great blog post from Jeremy Waite. Points 2), 3) and 4) are most relevant.
Play.com grew its fan base by 27& by employing a ‘VIP-only’ access strategy – basically meaning you need to ‘Like’ its fan page in order to access special ‘VIP’ offers, competition and previews.
Lastly, Best Buy UK posted a 116% monthly growth. Digging into the detail this seems to have been driven by a few things – from the E3 2011 show to Father’s Day.
There was also the Blackberry Playbook launch for which Best Buy ran a competition on their Facebook page.
We’re also impressed with the level of interaction between the Best Buy team and the fans that post on their wall – kind of makes sense given their reputation for interacting with customers in their bricks-and-mortar stores.
In summary, June saw another solid month of growth for the retailers in our UK index and we expect that trend to continue as an social commerce strategy becomes more integrated into retailers’ overall ecommerce strategies.
Next month we’ll be listing the top 25 ‘growers’ by absolute fans and by percentage of fan base so make sure you check back in July!
As always, feedback and comments are very much welcome. We’d love to hear of innovative strategies that you’re employing to boost your own fan counts.