November ChannelAdvisor UK Facebook Commerce Index (UKFBCI)
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.
November 2011 ChannelAdvisor UK Facebook Commerce Index
What a strong month November proved to be for the retailers in our Top 25! There was virtually no change in the top half of the table, and while the lower half of our index saw most retailers gaining or losing a position as the numbers get ever tighter, we welcomed just one new entry into the chart, Boohoo.com.
Today marks the seventh monthly UK Facebook Commerce Index, which includes not only the Top 25 brands by number of fans, but also the Top 25 by growth (both as a %, and by actual fans).
As mentioned above, Boohoo.com saw some extraordinary growth over November – nearly doubling their fan-count with an additional 92,316 fans joining. What is particularly encouraging to see is Boohoo’s interaction with fans, for example asking fans to accessorise an item of clothing – good fun for all those budding fashionistas! However, their growth must surely also be attributed to the wide range of both online and offline advertising being undertaken by Boohoo.com, along with no less than three Facebook competitions for their fans, including an XFactor competition and a chance to party with The Saturdays.
Elsewhere in fashion, Isme, Littlewoods and Wallis saw well over 50% more fans liking their page through various promotions, competitions and fun features (such as Littlewoods’ “Send A Christmas Card, Starring You”).
Also squeaking into our Top 25 Growers list is Carphone Warehouse; already a presence in our % growth index, their numbers are also starting to make an impact – 83,649 fans and counting. Again (and forgive us for sounding like a broken record), competitions (in this case, to win all manner of sexy consumer durables for Christmas) are driving the fans – but are they building the customer loyalty? We’ll see what we can find out, and include that other behemoth of the mobile phones world, Phones4U, who are quietly creeping their way up the index…
Overall, however, it was eBuyer who stole the show this month, with a massive 178% increase in fans over November.
Unfortunately, they also felt the full force of “when Facebook marketing goes wrong” with an enormous £1 clearance sale on their website – unfortunately the site struggled to handle the demand, resulting in the Managing Director posting a message in response to the many complaints from disgruntled customers.
This month eBuyer seem to be trying a slightly different tactic, with a fantastic competition to “Win a Mini” when you purchase a Logitech product. Stocking fillers anyone…?
It seems obvious that one way to drive growth is to have some great competitions or promotions to bring fans to your page – the challenge is how to keep fans interested and engaged, which our top 25 seem to be doing a great job of, as the same brands not only dominate our Top 25, they feature heavily in the Top 25 growth charts too – for example ASOS added a further 79,164 fans to close the gap with Topshop (who in turn added 48,252 fans).
Another retailer to mention is Amazon – a retail and marketplace giant who has tended to sit a fair way outside of our Top 25 – who saw a 56% increase in fan-count over November by using Facebook as a platform to promote deals – unsurprisingly a strategy that is extremely popular around the festive season. It remains to be seen whether Amazon can challenge the Top 25 by becoming more engaged with its fans in 2012, as opposed to using the channel as a blatant mass-marketing tool.
Blog post by Simon Besley and Vanessa Harpley, Account Managers