November 2011 ChannelAdvisor Facebook Commerce Index (FBCI)
Note: The ChannelAdvisor Facebook Commerce Index is a new way of tracking Facebook Commerce introduced by ChannelAdvisor in February of 2011. You can read the background information, schedule, etc. in this introductory post.
November was a busy month as retailers prepared for the Cyber Five and the kickoff to the holiday shopping season. The movement in the rankings and the sheer growth recorded in the November FBCI indicate that Facebook was a key part of prepping to amp up holiday sales for many online retailers.
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 6.1% since October.
- Audience – The total fan count jumped from 259m to 274m fans from October to November. This is the aggregate fan count across > 500 pages without de-duplication, but indicative of the scale of the Facebook Commerce trends we have all heard anecdotally and are now able to track quantitatively.
Each month we sort data into three different grids: Top 25, Top 25 Growers and Top 25 Percentage Growers. The charts are included below, followed by commentary what some of the companies that saw the biggest gains did to attract Likes.
eBags: More than 30,000 New Fans for 80% Growth
EBags, an online retailer of handbags, luggage, backpacks, and more, is an e-commerce superstar and a long-time ChannelAdvisor customer. A master at selling on eBay and other e-commerce channels, it’s no wonder eBags scored 30,948 new fans last month, significantly growing its renown on social.
EBags listened to the predictions that social would play a crucial role in the holiday shopping season and responded by increasing content frequency several months prior to November, highlighting a special offer at least once per day on Facebook.
The readiness paid off —just as predicted, many consumers flocked to Facebook to deal-search, product review, and see how friends were shopping throughout the Cyber Five weekend. With posts like the one below, released on Sunday of the Cyber Five, eBags was ready for them.
Two season tickets for your NFL team of choice and two for a friend in exchange for a single click—what’s not to “Like?”
Fathead, an online retailer of officially licensed life-size wall graphics, had a “go big or go home” mentality with its incentivized page, earning over 19,000 Likes from football fanatics
The main strength of Fathead’s campaign is its narrow focus to attract visitors that will engage with Fathead’s page beyond the initial contest entry. Ensuring giveaways and contests relate to your products will minimize Likes from zero-value fans, who engage with pages just for the perks but have no interest in the company.
Target: Up Almost 1.5 Million Fans
Target attracted 1,463,312 new fans in November—that’s nearly 34 fans a minute. Here’s how:
Fan-Exclusive Offers: Making holiday shoppers feel special, Target offered fan-exclusive coupons and giveaways throughout November. One click in exchange for quality deals like 50% BOGO deals with an additional $5 discount makes for a rewarding tradeoff.
Shares Button: The value of a retailer’s post is all about context. Target enabled the “Shares” button to show off its social hype, which increases fan-to-retailer page interaction.
Harry & David: Supporting the Troops
The gourmet fruit and good gift retailer expanded its following by 82% (59K fans), appealing to shoppers’ budgets with a fan-exclusive offer and their patriotism with a campaign to support the U.S. troops.
In a strategy that has worked well for Harry & David in the past, the retailer promised to donate its famous Moose Munch treats to the troops overseas as Likes increased, and made it real for fans by updating them with photos of soldiers receiving the gifts.
Diamonds are a girls’ best friend—literally. Ross-Simons jewelry grew its 13.6K strong Facebook following by 83% in November with its “Diamond Dreams Come True Sweepstakes,” a fan drawing for jewelry. In the end, Ross-Simons will probably “pay” less than a buck per like, since the giveaway jewelry is valued at $6,000 and it’s already seen nearly 6,000 additional likes for the contest, which continues through December.
Ross-Simons implemented Facebook’s new share feature, prompting new fans to post the contest to their individual walls immediately after entry.
Quite a jump for November’s FBCI—and with the fan growth rate climbing again, it will be interesting to see how December’s Holiday push sways fan count. As always, let us know what you are seeing retailers do to find success on Facebook.
Also, check out this webcast we did with Facebook: Building Social Commerce with the Facebook Platform.