Facebook is having a new year focus on retailers and has put together a new Retail Centre for small and medium-sized businesses (SMBs) in the UK. They can download what it believes are the five steps to retail success (see below). It is also sharing what has worked for some of the social media success stories in the retail sector such as ASOS and The English Cheesecake Company.
In addition Facebook, which currently has around one billion users and receives 3.2 billion likes or comments every day, has provided some more stats for the Retail Centre from Nielson including the fact that 27 million Brits use it every month, which represents more than two thirds of the British population.
In addition to the 27 million Brits using Facebook every month as many as 19 million access the site via mobile.
ASOS Facebook campaign
ASOS ran a Facebook campaign to generate sales and excitement ahead of its summer sales campaign.
For the launch ASOS used Facebook Pages, Ads and Sponsored Stories to increase revenue from a summer sale event on the ASOS website. It built a custom application on the ASOS page that allowed fans to play a series of four games. Players who earned the most points went to the front of the virtual queue and could access the sale immediately when it began at 5 p.m.
Those with fewer points remained further back in the queue and were given access for 30-minute time slots later in the evening. ASOS also engineered its campaign to ensure that people would return to the sale by giving away offers
The 2nd day of the June sale, was the biggest sales day for ASOS at that point in time and it saw 174,000 people join the virtual “queue” during the
On top of that there were 715,745 application shares – inviting people to join the
virtual queue and the application was seen more than 1 million times.
All of this helped ASOS’s fan base grow by 32%: “The more fans you have on Facebook, the more your campaign spreads. So, there is great value in increasing
your fan base. Leveraging your fan base and incorporating social context are such powerful marketing mechanisms,” according to ASOS.
The English Cheese Cake Company
This campaign is a great example of from small acorns. The English Cheese Cake Company managed to increase its Facebook fanbase by more 11 fold in one year, rising from just 2,000 fans to 23,000 (it now has around 30,000).
It gained over 4,500 likes through its primary sponsored stories campaign alone and as many as 30% of its new customers come through Facebook.
The engaged community it has grown means that fans will often reply to other fans flavour questions, acting as a brand ambassadors for English Cheesecake Company.
A spokeswoman for the English Cheesecake Company, said: “Facebook has helped us increase the level of interaction with our brand and over one-year, we’ve managed to grow our fanbase from 2,000 to 23,000.”
Facebook’s 5 steps to social media retail success (click to enlarge)