Bonfire Social Media Analysis - Retail Clothing

Social Media Campaign Analysis – ‘The Good, The Bad & The Ugly’

Threadless – Excellent

Crocs– Good

Kangol – Poor

Industry: Clothing Designers Network: Facebook Target: B2C

Bonfire studied Facebook pages from three medium sized clothing brands; Threadless, Crocs and Kangol. Each one was given a ranking based upon community engagement and brand interactions. Here’s how they compared:

Social media is evolving into a necessary component for achieving marketing objections. Customers expect the opportunity to dialogue with brands via social media networks. This new area of engagement offers a real-time look at online behavior and provides rich learning opportunities. It is our hope that this social media campaign analysis will ‘spark’ a good idea or two and help you achieve your marketing objectives.

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Threadless – Excellent“Likers”: 150,855Primary Uses:

UpdatesLivestream VideoCrowd sourcing old designs for reprintsMarketing new product

Customization: 3 tabsModeration: 3-4 times a day

Facebook Page Review: Threadless

Shopping TabRedirects to main website

The key to Threadless’s success on Facebook is they generate organic demand through genuine messaging and develop simple tabs to convert shoppers into customers. Threadless efforts produce positive ROI and measurable social media marketing correlations



Crowd Sourced TabLatent demand for old

product



Ustream AppBroadcasted weekly

shows


Crocs– Good“Likers”: 110,358Primary Uses:

UpdatesSpecialsDemographic captureCommunity building

Customization: 3 tabs with “hidden to non-Liker codes”Moderation: 1-2 times a day

Facebook Page Review: Crocs

Welcome Tab(where you land if you are not a Liker)

Map Tab(Attempt at spreading their footprint)

{no pun intended}

Crocs makes creative use of “hide codes” to increase their “Liker” count. There is a simple call to action for visitors to convert to fans and a basic reinforcement incentive once they have connected to strengthen the relationship. For improvement, Crocs should showcase product on a custom tab with comment box integration to increase interaction.


Facebook Page Review: Crocs

Incentive Tab(where you land if you are not a Liker)

Incentive Tab(where you land after becoming a Liker)


Facebook Page Review: Kangol Rainbow Sandals – Poor

“Likers”: 2,918Primary Uses:

N/A

Customization: NoneModeration: None

No Activity

Community Contributions

It looks like Kangol is either asleep at the wheel or they do not own this page. Either way, there is no activity from the moderator in any form. We assume they have no interest in marketing with Facebook.


What is your Facebook Page worth? Each Facebook member has an average of 130 “Friends”“Likes” show up in 3 primary places: Your page, the user’s profile and each of the 130 user’s friend’s wall.Likes also show on your business website if you have them installed.1 ‘Like’ = an average of 134 impressions

X 134 = 4,805,910 impressions


Facebook Stats

500 Million Active Members

Half of all active members log in every day

5 billion pieces of content shared every day

Facebook sends more traffic to news sites than Google News

(Hitwise, March 2010)

41% think Facebook is a good way to get information about

companies and products

Almost 65 Million Facebook users “Like” things daily

People that make 100k+ per year spend an average of 9 hours

per week on Facebook

Each Facebook “Liker” is estimated to have a

$137 annual value. (email address = $42 annual value)

http://vitrue.com/blog/2010/04/14/360-facebook-fan-valuation-is-just-the-tip-of-the-iceberg/


Bonfire Social Media Can Help

Social Media Strategy

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Ryan Lewis | Bonfire Social Media | 503.332.5604 | [email protected]

Bonfire Social Media Analysis - Retail Clothing

Business

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