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by Anna George on 27th June 2011
Recently the ChannelAdvisor Facebook UK Commerce Index was released, demonstrating those brands who are winning in the Social Media race on Facebook. Who was at the top of the list for the UK? Topshop!
You may also be surprised to know that 13 of the top 25 retail brands were clothing or fashion brands – or perhaps not!
So how has Topshop become so successful?
By targeting heavy social media users, Topshop have established quite a following on a variety of platforms, not just Facebook.
Topshop have over 175k followers on Twitter and almost 1.5m ‘Likes’ on their Facebook page (nearly 50% more than New Look, the next most successful retailer). Both platforms are updated regularly with engaging and interesting information for their readership, and more importantly they engage with their customers.
‘Wish You Were Here’ Campaign
One of the latest campaigns undertaken by Topshop is the Wish You Were Here campaign. This campaign involved in-store shoppers having a complimentary makeover (everyone loves a freebie!) and then having their picture taken. What happens next is the core element of the campaign – the photo’s are edited in store then posted on the customer’s Facebook pages instantly.
The combination of freebies, real-time activity and instant promotion means in fact Topshop had to do very little here. They targeted customers who were already in their store (who had probably already purchased!) and who have a following on Facebook. Do a quick makeover, take a picture, edit it using a free app and then post to Facebook – done!
Considerations for Social Media
Many businesses have realised the potential of social media and are attempting to engage with potential customers, but what really works here is the community following which can be established. Understanding hard sell is normally not appropriate for social media is a must, and integrating different media can establish a strong following. The use of offline and online has proved extremely successful for Topshop, and this comes back to raising Brand awareness through every opportunity available.
Anna has worked in online marketing and eCommerce for over 4 years, working both digital agency and client side. She provides insightful tips for webmasters.