Group 23, MANG6228 Presentation.

1. Online Presence Review
Group 23
Aaron Bali, Anya Pozdnyakova,Yiqing Lu & Bao Ngoc Ly

2. What we’ll cover
• An introduction to TOPSHOP
• Social Media - Presence & Engagement
• Communication Channel Integration
• Shopping! (Or how to purchase online)

3. What is it?

4. Overview
• British clothes retailer
• Founded in 1964
• Shops in 20+ countries
• Part of Arcadia group

5. Online Presence

6. Facebook
• High number of likes
• Relatively low number of discussions
• Relatively low number of check ins
• Done well, but room for
improvement.

7. Page used to create a ‘brand space’ and generate consumer
engagement. It works!

8. Twitter.
• Used for:
• Promotions
• Q &A
• Trends

9. Twitter, cont’d.
• Huge number of followers & lists
• Low number of following: they’re a trend setter
• A real strength of their online offering.

10. YouTube

11. YouTube
• High number of views
• Low number of subscribers
• Could be more successful

12. The others
• Tumblr
• TOPSHOP Radio - played in store & online
• Inside/Out Official Blog

13. Communication Channels

14. Integrating Online / Offline

15. How did it work?
• Customers would go into store and be
styled by the Topshop team
• They’d then create a digital postcard using
the Instagram app.
• Then, they can send it to their friends.
(assuming they have some).

16. Virtual Fitting Room?
• Topshop Russia teamed up with Microsoft
XBOX to launch a joint promotion.
• Kinect Cameras were used to create a
virtual, in store fitting room.
• Pictures could be sent out to other friends,
creating organic discussion of the brand.

17. Mobile Strategy
• SCVNGR.
• How about a mobile app...?

18. Mobile Applications
• There isn’t one. We looked. Here are some
screenshots from a site who claim to have
designed it...

19. Mobile Applications, cont’d.
• But when we searched, all we got was...
#FAIL

20. Buying online

21. The website
• Rapid turnover of products ensures repeat
visitors
• Creation of brand & lifestyle - not just
online shop
• Website ships to most countries.

22. Mobile
• Mobile version of website
• No application.

23. Recommendations

24. Social Media
• Increase discussions / shares. Contests a
good way of achieving this.
• Set up a Google+ Brand Page.
• In keeping with current Social Media
strategy
• Useful to claim it before someone else
does...

25. Other
• Create a UK mobile app.
• Bring the virtual fitting room to the UK.

26. Useful links & References
• SCVNGR: http://oonaghmurphy.com/tag/topshop-app/
• Home Shopping Report, 2011: http://www.keynote.co.uk/market-intelligence/view/product/10451/
home-shopping?highlight=home+shopping&utm_source=kn.reports.search
• Corcoran, C.T (2009), “Everyone's Doing It: Brands Take on Social Media” [Online], Available at:http://
www.wwd.com, [Accessed: 28th Nov 2011]
• Shearman, S (2011), “Topshop rolls out in-store digital campaign”, marketingmagazine.co.uk, [Online],
Available at: http://www.brandrepublic.com, [Accessed: 28th Nov 2011]
• Indvik, L. (2011), “Topshop Sets Up Instagram-Styled Photoshoots in Stores”, [Online], Available
at: http://mashable.com, [Accessed: 28th Nov 2011]
• Joynlondon.com (2011), “The most influential fashion brand in the UK”, [Online], Available at:http://
www.joynlondon.com, [Accessed: 28th Nov 2011]
• Capstick, L (2011). Keynote Market Report 2011: Home Shopping [online]. Available: http://
www.keynote.co.uk/market-intelligence/view/product/10451/home-shopping/chapter/1/executive-
summary [Accessed: 26th November, 2011]
• McEleny, C. and Shields, R. (2011), Mobile accounts for 8% of Topshop ecommerce sales.
[online].Available:http://www.nma.co.uk/news/mobile-accounts-for-8-of-topshop-ecommerce-sales/
3031445.article[Accessed:28th November 2011].
• Lecinski, J. (2011). ZMOT: Winning the Zero Moment of Truth. [online] Available from:http://
www.zeromomentoftruth.com/google-zmot.pdf [Accessed: September 27th 2011]

27. Thank you. Questions?