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ASOS and Topshop are the top performers for social media marketing, according to a new report from Stickyeyes.

The report, which also looked at search rankings among women’s fashion retailers, found that the two brands achieved the top scores for the number of social touchpoints and the level of engagement with consumers.

ASOS is the top performer, achieving 87% on Stickyeyes’ social media score card index. This is a reflection of how they have built and developed a large socially engaged audience.

Topshop came second with 77%, but what do the scores actually mean?

Social media index

Stickyeyes social scoring is measured by social volume and social engagement.

Social volume considers the quantity and penetration of consumer touch points, including mention volume, Facebook fans, Twitter followers, tweets and YouTube channel views.

Social engagement looks at the quality of interaction with potential customers, such as the number of times individuals are talking about a brand, positive sentiment, Facebook’s ‘talking about this’ tool’, retweets and YouTube subscribers.

Social leaders

The report refrains from rewarding brands simply on their number of fans and followers, and instead factors in engagement.

ASOS and Topshop come out on top, but it is interesting to note that Boohoo performs far worse for social than it does for search.

In fact, other than ASOS and New Look, most of the brands that achieved the best search results (Dorothy Perkins, Lipsy, Missguided) perform far worse in social.

Most visible and interactive brands

ASOS and Topshop lead the social score and have the most extensive range of customer touchpoints across all the major social platforms.

This is reflected in their leading share of Facebook fans, Twitter followers and YouTube video views.

These brands will tend to have a younger target demographic, making social marketing easier and more effective than for other brands on the list.

While Debenhams has a low volume of touch points, its overall score is boosted by the fact that it has “interacted to great effect with a core contingent of fans giving it a very high engagement score”.

In fact, Debenhams’ community is so engaged it comes second only to ASOS.

The report also points out that while ASOS achieves a high level of repeated interaction, it scored poorly on the positive sentiment ratio.

Such ratios are often indicative of audience fatigue with high levels of outbound content and campaign churn.

Boohoo, John Lewis and Miss Selfridge all have a low level of brand engagement, however the brand discussion is positive and well received.

Conclusion

The report highlights the fact that it’s not all about clocking up massive numbers of fans and followers, and also that just because a brand is being talked about doesn’t necessarily mean it is affirmative in content.

With this in mind, we can see that Debenhams, Marisota and Boden have all managed to strike a balance between marrying up repeated discussion with positive sentiment.

Several retailers are in the early stages of developing their social programmes and need to develop an outbound social campaign “that precipitates high levels of two way discussion on a regular basis”.

David Moth

Published 20 June, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1679 more posts from this author

Comments (5)

John Waghorn

John Waghorn, Content Marketer at Koozai Ltd

ASOS is an excellent example of a company who have created a high quality customer focused website, and judging by this insight they are also enhancing their media channels to their advantage. This really helps to build customer trust and to gain recognition as a reputable brand. It takes time to build the profiles that are mentioned in this post but they’ve managed to maintain them and bring in new custom as a result, which is the reward for consistent social engagement alongside a decent website.

Although it’s been suggested that it’s easier for younger people to engage with these brands on a social level due to their demographic, I also think that it’s the result of their own doing and how they maintain their social profiles which plays an equal part.

about 4 years ago

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Simon Rogers

ASOS and Top Shop are two very different businesses. ASOS is online. Top Shop is bricks and mortar. ASOS uses social media to manage customer service. Top Shop uses people in the shop. A better comparison would have been New Look and Top Shop as their business models are much more closely aligned and consequently much more telling insights could be derived about the two businesses. Happy to show you how it is done!

about 4 years ago

Tara West

Tara West, Senior Biddable Media Manager at Tara West

Really surprising that the brands that performed best for search performed worst in social. Within the campaigns I'm conducting I've seen a strong correlation that the better social performance the better their search performance. It's good to see Boohoo doing so well as a few years ago they were relatively unknown in comparisons to ASOS and it seems like recently bigger more established brands are getting a step-up in rankings simply because they are established (http://www.koozai.com/blog/branding/what-makes-a-brand-in-the-eyes-of-a-search-engine/), so it's great to see them in such a strong position without being as established as some of the other brands in their industry.

about 4 years ago

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matdwright

Either the numbers here are old or this isn't in real-time, I'll explain:

In the very last graph (Figure 35) the YouTube subscribers represent inaccurately the actual number of YouTube subscribers per retailer; Asos with just over 5,000 YouTube Subscribers is represented on the graph as having the same number of subscribers to New Look. But in real time New Look has nearer 2,000 subscribers, less than half...

ASOS (7.5mm) 5,147 subscribers
New Look (8mm) 2,179 subscribers

The YouTube all time views do not seem real time numbers either, Topshop has an all-time view count of 1.5 million views whereas if you compare this to other retailer all-time views again the graphs aren't clearly representing actual numbers.

:-(

I love the comparisons made here though, thanks for sharing.

about 4 years ago

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Marie Rose

Great article, and interesting to see how everything gets measured. Looks like Debenhams and Marks & Spencer - who do social customer service - are definitely seeing the benefits!

almost 4 years ago

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