[HUBFORUM Paris] ASOS : A case study in harnessing Advocacy - Hannah Craik
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Mercredi 8 et jeudi 9 octobre se tenait la 5ème édition du HUBFORUM. Un rendez-vous annuel pour networking, mais aussi pour faire un état des lieux des meilleurs pratiques digitales de l’années pour tirer vers le haut son business. Cette année le sujet était « Connect, Transform or Die ». Pour revivre le HUBFORUM Paris 2014, l’équipe du HUB Institute vous invite à retrouver les meilleurs moments à travers les présentations et dans le replay : http://www.hubinstitute.com/replay-integral-du-hubforum-paris-2014/
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[HUBFORUM Paris] ASOS : A case study in harnessing Advocacy - Hannah Craik
- 1. A case study in harnessing advocacy: Access All ASOS (Or; How to make friends and influence people)
- 2. of people rely on recommendations from people they know over any other source (Neilsen Consumer Trust Study, June 2012)
- 3. We have 8,000,000 customers. Each with an average of 338 friends, 208 followers and 843 followers.
- 4. 1,200Insiders in the UK programme Ambitions 3,000to have 10,000in the UK and globally
- 6. Number of members +54% on target Earned media -16% on target Traffic to ASOS.com +26%on target Reaching in excess of 12,000,000 (Traackr, February 2014)
- 9. Unprompted mentions of ASOS amongst Insiders increased - all positive. (Traackr, February 2014)
Notas do Editor
- SCALE: A CONSTANT CHALLENGE - How do you create personal relationships with enough people to impact your business? ASOS is a WOM brand, and always has been. That was much easier to deliver on 5/10 years ago (smaller business, less competition, fewer social platforms and social influencers). But we don’t want to change, we don’t want to be a broadcaster. So we’ve had to get better at harnessing people’s love for the brand: by giving them the reasons, and tools to talk about us – and to recommend ASOS to the friends and followers.
- CREATING A FRAMEWORK: ACCESS ALL ASOS Objective: Get our existing fans to recommend us to their friends and followers. KPIs: Number of members Earned media Traffic to ASOS.com
- RECRUITMENT & MANAGEMENT Making everyone feel like an individual – Special deliveries Exclusivity – private Twitter, events (e.g. #SelfieSchool, Swap Shop) Managing interactions - Traackr
- 769 selected individuals took part (Oct-Jan) 7,500 pieces of content created - all positive - no exceptions! 200 blog posts 12M direct reach estimated (Instagram and Twitter only) 3,000 new people referred to ASOS.com KPIs: Number of members +54% on target Earned media -16% on target Traffic to ASOS.com +26% on target Most importantly, against the objective to get our existing fans to recommend us to their peers… We saw unprompted mentions of ASOS increase by 45%. Huge impact on the ASOS brand beyond the programme - Spontaneous quotes: + 600% - Blog posts and referrals : + 800% > Decision to double the size of the programme and expand internationally
- 769 selected individuals took part (Oct-Jan) 7,500 pieces of content created - all positive - no exceptions! 200 blog posts 12M direct reach estimated (Instagram and Twitter only) 3,000 new people referred to ASOS.com KPIs: Number of members +54% on target Earned media -16% on target Traffic to ASOS.com +26% on target Most importantly, against the objective to get our existing fans to recommend us to their peers… We saw unprompted mentions of ASOS increase by 45%. Huge impact on the ASOS brand beyond the programme - Spontaneous quotes: + 600% - Blog posts and referrals : + 800% > Decision to double the size of the programme and expand internationally