July 2012 ChannelAdvisor Facebook Commerce Index (FBCI)
Note: The ChannelAdvisor Facebook Commerce Index is a new way of tracking Facebook Commerce introduced by ChannelAdvisor in February of 2011. You can read the background information, schedule, etc. in this introductory post.
It’s the dog days of summer, and while the heat may be bringing outdoor activity to a halt, online the Facebook Commerce Index is as hot as ever. Teenagers must be outside enjoying the weather, however, as Aeropostale, Forever 21 and Abercrombie & Fitch each dropped down several positions according to Fan Count. The only youth apparel retailers that escaped were American Eagle Outfitters and Hot Topic, which held steady at 18 and 25 respectively. In other July news, we’ll continue to keep an eye on Amazon, which has jumped up another 6 places to #13 overall. We’ll also take a look at Lancome, which grew 222% this month.
Here’s what we saw from a macro level in growth of the audience across the entire index:
• Growth - The total number of online retailer fans increased by 6% since June.
• Audience - The total fan count jumped from 396m to 420m fans from June to July. This is the aggregate fan count across approximately 500 pages without de-duplication, but indicative of the scale of the Facebook Commerce trends we have all heard anecdotally and are now able to track quantitatively.
Each month we sort data into three different grids: Top 25, Top 25 Growers and Top 25 Percentage Growers. The charts are included below, followed by commentary about what some of the biggest growers did to attract Likes.
Amazon added some 2.2m new fans last month for 36% growth. It can thank a video spoof of a fake service called “Amazon Yesterday” for part of this fan count. Amazon posted the video on its Facebook page with a note saying: “We're loving this video, but haven't quite mastered time travel yet. When we do, Amazon Prime members will be the first to know! Like this post if you love Free Two-Day Shipping.” Nearly 10,000 people Liked the post, and 873 shared it. http://www.youtube.com/watch?v=HA_gwzx39LQ&feature=youtu.be
Another, more unusual tactic that Amazon used in July was a birthday shout-out to Nikola Tesla with a link to several books on the inventor. The post earned some 9,187 Likes, 888 comments and 1,866 shares. Amazon doesn’t share sales figures, but we imagine that sales of the Tesla books were up quite a bit too with that level of engagement.
Lancôme made a jump of 222% in fan count last month, likely due in part to its joint campaign with Facebook and Pinterest. They encouraged brides-to-be to pin their dream wedding pictures to their Pinterest boards to win $2,000 in Lancôme swag for the big day.
One of the most popular series of posts in July was for the launch of Lancôme’s new Hypnose Star mascara. These social promotions featured Betty Boop as the cover girl in a new video and cover photo, and shared a link to Sephora where Facebook fans could purchase the mascara in advance.
We’ll see if there are any changes as school starts back up and summer turns into fall, so stay tuned for our next monthly blog post on the FBCI.
In the meantime, to learn more about how ChannelAdvisor can help you better manage your social strategy, download our Facebook Campaigns data sheet now.