Facebook quickly has become the top social site for retailers since the company revamped for business two years ago.
Putting up a brand page that users can “fan” is free, and companies can interact with fans through a variety of means, including news feeds, widgets, targeted ads, giveaways and contests, event RSVPs and comments.
Facebook estimates that, for every 10,000 fans a brand has, it will reach 1.5 million people. That’s because every Facebook user has an average of about 150 friends, and news, comments, games and other Facebook events are automatically distributed across groups of friends.
Last week, Louis Vuitton broadcast its runway show live on the site. By Friday, the video had garnered thousands of “thumbs up” or “like” votes and 249 comments in at least six languages on the brand’s page (called the “Art of Travel by Louis Vuitton”). The vast majority of comments were highly enthusiastic, including “100 0000000000000000000 billlioonnnsss likes!!!!” and “well, my next 6 paychecks are spent already,” although one opined, “It was a total disappointment.........sorry Marc!”
The company launched its Facebook page in July, and has more than 734,000 fans.
Some fashion brands are getting 10 percent or more of their site traffic from Facebook, according to ad agencies and brands. Topshop, for example, was getting 20 percent of its traffic from its Facebook widget and an unofficial page before it put up a real one.
Companies are also using the site for targeted campaigns and for customer feedback.
Sephora, for example, ran a campaign on Facebook with ads, a page and a coupon code. More than 10,000 fans joined the page, and Sephora sales doubled during the course of the campaign, according to Facebook ad salesperson Katie Zacarian. Diane von Furstenberg, Tory Burch and H&M are also very active on the site and have thousands of fans.
In July, 1-800-Flowers became the first retailer to use the site for e-commerce. Shoppers can browse and buy in a Facebook app, or widget, on the retailer’s Facebook page.
Facebook has more than 300 million active users worldwide, up from 25 million or so in 2007. About 30 percent of those, or 87 million users, are in the U.S. It is the most popular of the top five social sites among retailers, with 56.8 percent of the Internet Retailer Top 500 e-tailers having a page, according to Internet Retailer. In addition, 41.4 percent have a channel on YouTube, 28.6 percent have a page on MySpace and 20.4 percent have an account on Twitter.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)