September 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.
September 2011 ChannelAdvisor UK Facebook Commerce Index
Welcome to the fifth 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).
In the top 25, fashion retailer ASOS overtook River Island for the first time since our blog started. A big part of ASOS’s success last month surely lies in the buzz around the “ASOS Urban Tour”, an off- & online project involving customer interaction on various levels – in shops, the streets of London and Berlin and blogs. Two more noticeable fast climbers are Urban Outfitters jumping from rank 9 to 5, and John Lewis, ascending from rank 21 to 16. Plus: We recorded a new entry this month; House of Fraser, who was leading the list of fan base growth last month, is now reaping the rewards.
We recorded two “winners” in the percentage growth chart in September: Molton Brown (165% growth) and Urban Outfitters (148% growth) – retailers invested in a real two-way conversation with their audience , and show the biggest growth in their fan base. Urban Outfitters seem to know the trick, and invited street-wear bloggers and give them an opportunity to speak about their style and participate in their marketing. Plus their regular “5 free songs on Mondays” blog post is a clever way to maintain the Facebook fan base on a regular basis – who wouldn’t like to download some freebie mp3s on a dull Monday morning!
Fragrance and beauty merchant Molton Brown also shows that the individual dialogue with customers is their way forward: a free fragrance offer encouraged many fans to post on their Facebook wall and cross channel PR activities engaged fans to the point of taking part in promotional activities. Freebies are the way forward!
The Social arena has been dominated by clothing and FMCG merchants in the last few months. Other categories, such as Telco, Sports, Home Accessories and Consumer Electronics are slowly making their way up as well – it requires quite some tenacity to compete with the glamour world!
UK Facebook Commerce Index by Meike Schuetzek, ChannelAdvisor Campaign Manager