Social Media Monitoring Project Part 1:Asos wins in social media

ASOS.com is a global online fashion and beauty store based in the UK and has fast become Britain’s largest online fashion retailer, since its launch in June 2000, selling over 65,000 products from a mixture of own-label, global and local brands. They currently offer free shipping to 234 countries and have local language websites for the UK, US, France, Germany, Spain, Italy, Australia, Russia and China, attracting 29.5million users per month.

The target market for the ASOS brand is fashion forward twenty-somethings and ASOS know full well that their marketing needs to be innovative and fresh, in order to reach and influence their desired clientele. In response to this, they have pushed social media to its limits with their strong social media presence. ASOS have accounts on LinkedIn, Pinterest and Google+, amongst others; though they are most active on Facebook, Twitter and Instagram. Here’s a deeper look into how they make use these top three platforms to market their brand.

Instagram
For myself ,when I first bought clothes in Asos's website, one thing impressed me most is that when you click one product and want to see details, not only you can see how it looks on model's body, but also can see what it looks on other customers ,just like you and me.Because for most people, we don't have the perfect body like Asos's models, so it is a humanize service for customer to see the real performance on a normal person, and then I can decide whether I want to buy it or not.

https://www.instagram.com/asseenonme/

Obviously, Asos has cooperated with Instagram to open a new platform for their clothes advertisements ,and at the same time, helping their customers to share their new clothes with friends or strangers, which is a smart method to completely engage all the customers.In this aspect, Asos win its competitors such like Zara and H&M, because all these two online retailers just simply show their products with models and prices and none of them attempt to combine other social media in their websites.Indeed, not showing social media in their website may make their clothes more outstanding and their pages more clear, but all these 3 brands mainly sell fast moving consumer goods, so it is more competitive for Asos using Instagram to quickly attract their customers.


ASOS also have different Instagram accounts for different countries in order to engage with customers from different regions effectively. Moreover, ASOS put product codes with their Instagram images so that customers can easily locate the desired item online then purchase.

Facebook

page has 3.5m+ likes on Facebook
ASOS post 2-3 virtual updates per day to promote new products or sale itemsIn their Facebook page, we can tell that asos reply quickly and friendly.Even though there are some customers complain about their products ,asos can solve these troubles with refunding solution or other activities to pacify these angry customers, which can make a positive effects in the public ,because they use social media to tell others :we are trustable and refunda

Youtube
Asos also did a good job in youtube . With over 562,000 views, its YouTube tutorial “How to make a man bun” was the most popular video in 2015. It’s part of the brand’s strategy of prioritizing lifestyle content over product .So, Asos’ social strategy has always been to interact with its customers the way they would interact with a friend on that social channel.

The brand posts weekly videos on the latest fashion and beauty trends and how its fans can wear them on their own, alongside influencer and celebrity interviews and exclusive music performances and behind-the-scenes with the artists. YouTube is also where Asos realized that it had and could cater to a significant male following, with followers on its men’s channel growing 400 percent from 8,100 to over 43,500 over the past year. “How to do a man bun” was on the Asos men’s channel.

Many Youtubers promote ASOS to their own audiences about items they bought, which create a strong word of mouth. Moreover, ASOS also have menswear channel giving advices about fashion, hairstyles and grooming in order to communicate with male audiences.

Current Metrics

a.social mention:

so,we can see that cording to Socialmention.com, in last month, the Asos had a neutral  brand in social media. Overall, Social Mention gave it 97% in strength, 36% passion, and 62% in reach.The most frequent word related to asos is dress ,and the famous social media foe asos is Twitter.It is mentioned every 36 seconds in the internet.

b.alexa.com:

In these charts , they show that Japanese surfer asos.com most frequently(38%) ,followed by united state(13%).Moreover, bar chart shows that the customers in Asos's website are mainly female, and most of these customers are coming from graduate school. One interesting thing is that ,the bar shows most customers brow Asos's website in a working environments.

c.Google Trends

According to the trends, we can tell that in the last 3 month ,without some fluctuations,the line is pretty steady, and the hottest topic of Asos is swimsuits, which is also been highlighted in their social media like Youtube .

Conclusion:

For ASOS, social media is the perfect tool for targeting their desired customer base of young and trendy individuals. It allows them to communicate directly with their fans, helping to build a closer and more personal relationship with their clientele and enabling their customers to have an input. This kind of personalisation, helps customers to really associate themselves with a brand, meaning they are more likely to return or recommend the company.

Overall I think that ASOS are a brand to watch on social media and other companies could seek pointers from them.