Trisha Gosney 5 th hour BackgroundHistory of ASOS 2000 ASOS launched 2001 ASOS PLC Holdings was admitted to AIM on the London Stock Exchange 2004 Introduced ASOS own label for Women ID: 785238
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Slide1
Social Media in Marketing Project : ASOS
Trisha Gosney
5
th
hour
Slide2Background/History of ASOS
2000 – ASOS launched
2001 – ASOS PLC Holdings was admitted to AIM on the London Stock Exchange
2004 – Introduced ASOS own label for Women
2004 – Maiden profit
2005 – Launched ASOS Beauty
2005 – Buncefield Fuel Depot explosion closes business for 6 weeks – £5m of stock lost
2006 – First UK online store to launch catwalk
2007 – Launched ASOS Magazine
2007 – Introduced ASOS own label for Men
2008 – Launched ASOS Outlet
2009 – Launched ASOS Petite
2009 – Launched Designer Store
2009 – Launched ASOS Life
2010 – Achieved Carbon Neutral company status
2010 – Launched ASOS Mobile
2010 – Launched ASOS France
2010 – Launched ASOS Germany
2010 – Launched ASOS USA
2010 – Launched ASOS Marketplace
Slide3Background/History of ASOS
2011 – Launched ASOS Facebook Shop
2011 – Launched ASOS Fashion Finder
2011 – Launched iPhone and iPad app
2011 – Launched ASOS Spain
2011 – Launched ASOS Italy
2011 – Launched ASOS Australia
2012 – Opened first international office in Sydney, Australia
2013 – Opened its first office outside the South West, in Birmingham
2013 – ASOS recalls belts contaminated with radioactive Cobalt 60
2013 – Launched ASOS Russia and China
2013 – ASOS launched its first contact centre in the US to service its US customers located in Rochester, NY.
2014 – On 20 June a fire in their Barnsley warehouse caused them to stop taking orders for almost 3 days, until 22 June
Slide4Forms of Social Media used by ASOS: Website
They have everything clearly stated at the top of the page in a line so you just have to click the section you want to look at.
If you click on the ‘women’ or ‘men’ tab then you will get a drop down tab of all the sections of clothing or accessories they have.
Slide5Forms of Social Media used by ASOS: Facebook
ASOS is one of the most popular UK retail brands on Facebook, with 2.2m fans compared to
Topshop’s
3.1m and New Look’s 1.9m.
Nearly all of the posts promote its new ranges or sales items, and tend to get a few hundred likes and a handful of comments.
The social team does a good job of responding to user comments, even when they’re just trying to bag a freebie.
Unsurprisingly, posts that include a question yield the most responses, with one ‘fill the blank’ query clocking up more than 200 answers.
ASOS posts two or three visual updates per day, including on weekends.
Post 2-3 visual updates per day, including weekends. Posts are used to promote new products or sale items and tend to get a few hundred likes and a handful of comments. They will also include fashion and beauty news as it is of interest to their target audience, however they keep their tone upbeat to fit with ASOS’ personality. As of lately they’ve started using photo albums more, curetting albums with their products or ‘brand worthy’ content.
Posts that include a question tend to receive the most responses. One of their ‘fill in the blank’ post can generate up to 100+ responses at a time.
Slide6Forms of Social Media used by ASOS: YouTube
An interactive video on YouTube that lets users choose to view scenes in red, yellow green, blue or black, punctuated by a disco groove from girl band
Juce
!, forms the basis of a promotion for online fashion retailer
Asos
.
The video promotes
Asos’s
FW14 (fall/winter) collection. Five separate films were shot using identical takes but with each employing a particular color theme to showcase the retailer's color palettes.
When viewing the video, users can click on a color strip at the bottom of the video, causing the film to switch seamlessly to that color theme.
The film was created by Virtue Worldwide, Vice Media’s in-house creative agency.
ASOS also has make up and hair how-to’s, along with fashion tips on how to wear certain colors or styles of clothes from both their websites and just
ingeneral
.
Slide7Forms of Social Media used by ASOS: Twitter
Clothing retailer ASOS maintains separate Twitter accounts for fashion updates and customer care queries.
This is a strategy adopted by a number of brands as it means marketing messages and consumer engagement don’t get mixed up with responses to angry customers.
ASOS also maintains separate feeds for men’s and women’s fashion, though the latter is far more popular with 438,000 followers compared to the former’s 20,000
The main account is hugely active, responding to hundreds of @mentions each day, mainly from customers who are excited about a recent purchase. It’s a terrific way of building a relationship with customers and improving brand loyalty, and is really just a new form of post-sales customer care.
Any product suggestions or marketing messages are largely lost among the huge number of @mentions, which means they don’t come across as spam (though obviously followers won't see all the @mentions).
ASOS are always trying to push social media to its limits, but they also want to have fun!
Gaming is huge amongst 20-somethings (60% play games on their mobiles) so ASOS hosted a series of socially-enabled-
neverdone
-before-totally-live Twitter games with that audience in mind.
So far, they've played eight games with 70,000 people, showcasing 350+ products. That’s a lot of fun.
Slide8Forms of Social Media used by ASOS: Pinterest
ASOS seems to have completely overhauled its Pinterest presence, as its oldest board was created around six weeks ago even though when I reviewed it in July last year there were 35 boards.
The strategy has also changed, as previously ASOS did a great job of posting content that linked to other blogs and articles. However, now a majority of the pins link directly to the ASOS site.
Furthermore, the boards now all contain the ASOS brand name, whereas they used to have entirely different names.
The overhaul was presumably based on analysis of how users were reacting to its boards, or the realization that what the brand was previously doing wasn’t having the desired affect.
Slide9Critiquing Social Media used by ASOS: website
ASOS is very easy to navigate and use.
They have things categorized very nicely so its easy to find what you are looking for. Once you are in the section you’d like to look for there are sub-categories. For example for you wanted to look at women's shoes you would click “Women's” and then you'd get a drop down bar and then you would select shoes. Once there you could chose from a variety of different types of shoes and from there you could refine things down to style, color, heel height, brand, price range, size, and leather/non leather. Or you could just look through all the woman's shoes.
The same applies for all types of products. The things you refine by may vary slightly but its still the same concept.
You could also just search for what you think you are looking for.
Slide10Critiquing Social Media used by ASOS: Facebook
On their site you can view items, “like” them, share items and comments on certain items on your
Facebook
profile, see which items your friends have also liked within the store.
You can complete a purchase without ever leaving the ASOS
Facebook
page. The shopping interface opens up as a
Facebook
app.You do however, have to sign up for an account in order to add items to your shopping bag, which ironically doesn’t have a
Facebook
log-in.
Slide11Critiquing Social Media used by ASOS: YouTube
ASOS’ YouTube account is very easy to navigate.
They have their videos sectioned off in categories and groups.
They even have a couple sections of videos for people who speak a different language.
Their videos are very helpful if they have what you are looking for or something you are interested in.
Slide12Critiquing Social Media used by ASOS: Twitter
ASOS’ use of twitter is very useful. They have ASOS account for each country that they ship to which is helpful for people who do not speak English. They also have an account called @ASOS_HeretoHelp and they follow up on indirect tweets about ASOS as well as direct tweets to the ASOS main account and the @ASOS_HeretoHelp account. If someone needs help tracking their package of just a general question they will follow you and you can direct message them your problem and within about 24 hours they will get back to you about your problem and try their best to help you.
Slide13Critiquing Social Media used by ASOS: Twitter
ASOS also now features twitter accounts run by stylists they have picked out. In their magazine they show the stylist and each has a different fashion sense. Under the person it shows they @ name and the accounts are there so that if you need style advice you can just tweet the stylists and they will help you as best as possible.
Slide14Critiquing Social Media used by ASOS:
Pinterest
On
pinterest
, ASOS pins inspirational products along with people and other things they like.
When they pin pictures of things they usually have a link in the description to make it easier to get access to they product they are pinning.
Slide15How to Improve Social Media used by ASOS
To improve their YouTube account ASOS could ask their followers on twitter what they would like to see
On twitter their @ASOS_HeretoHelp account could have more people on it tracking orders and replying to people. It can sometimes take a couple days for them to reply to people which ends up frustrating a lot of customers.
Slide16How to Improve Social Media used by ASOS
To improve their social media accounts ASOS by getting more people to manag
e and run the account so they can get back to people faster.
Get your priorities right to improve the customer experience. As the number of people who use social channels for customer service continues to grow, customer care teams need to be equipped to be able to deal with more and more queries, as the ASOS example shows.
Smarter
workflow management will help alleviate the pressure faced by service teams and our automations provide a simple solution to this.
Slide17How to Improve Social Media used by ASOS
They
are able to filter tweets in their engagement console by Priority settings to ensure that the most important customer service issues can be resolved quickly and effectively
.
They could also turn to social media to see what their customers would like to see.