27 April 2012 - 10:44am | posted by | 0 comments

New Look has best balance between social volume and engagement, while ASOS tops engagement rates

New Look has best balance between social volume and engagement, while ASOS tops engagement ratesNew Look has best balance between social volume and engagement, while
New Look has best balance between social volume and engagement, while ASOS tops engagement rates
New Look has best balance between social volume and engagement, while ASOS tops engagement rates

New Look is the retailer which has the best balance between volume and engagement in terms of social media, a study by Stickyeyes has found, with 36.21 volume and 36.44 engagement.

However, ASOS came out on top with 97.26 out of 100 for their combined volume and engagement score (48.5 volume and 43.76 engagement).

Stickyeyes noted that ASOS and Topshop have a solid volume strategy, with large Facebook and Twitter audience and high levels of mention volumes, with Topshop leading on Twitter, ASOS on YouTube and New Look doing well on Facebook but lagging on Twitter.

It was discovered that ASOS was top for repeated brand engagement, with River Island and BooHoo close behind, while New Look had the highest
sentiment ratio.

Phil McGuin, head of insight at Stickyeyes, said: “A key factor underpinning the social score card is to refrain from rewarding brands solely on volume but to score brands on how well they are interacting with their audience and hence the quality of this engagement. To score well retailers require a balanced strategy i.e volume and engagement and consistent deployment utilising a multiplicity of methods and techniques.”

The research found that price promotion (21.58%) was the most popular tactic amongst the retailers analysed followed by customer support (14.86%), product promotion (12.14%) and blogger outreach (10.08%). However, customer support (28.34%) along with price promotions (26.06%) elicited the most negative sentiment.

Heather Healy, head of social media at Stickyeyes, said: “We were surprised to see ASOS and Topshop being surpassed by New Look when assessing volume v engagement like for like. However, our findings clearly demonstrate a return to the traditional 4P’s of marketing - price, product, promotion, and place - in order to achieve success in social media."

Stickyeyes

The recipe for your digital success requires the perfect blend of industry leading insight, innovative technology and world class creative ideas.... Read more

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Cotswolds Distillery Inaugural Release

23/10/2014
The first ever Cotswolds Dry Gin from the first 10 runs at...

Jurlique's #AgelessBeauties Twitter Party Increases Sales!

22/10/2014
To celebrate Jurlique’s latest product range launch; Nutri-...

EMCAS

22/10/2014
OVERVIEW Financial mis-selling is an ever-growing issue –...

Visit Wales - creating romantic breaks

22/10/2014
Delivering 1000% increase in 'romantic' traffic Challenge...

Recruitment campaign

21/10/2014
Thermal Systems are an international client based in...