10 September 2007
Recent research conducted by Hitwise UK reports on how branding, social networking sites and sales revenue are beginning to converge.
Data extrapolated for August showed that Facebook was the 11th most visited website. More than a third of Facebook users are over 35 and are considered to have a more affluent profile than some of their social network user counterparts. Although retailers are not allowed to have their own pages on Facebook, communities can be established - Primark, for example via The Primark Appreciation Society has over 83,000 members. This year, Primark has seen a 64% increase in the amount of traffic generated to its website via Facebook. River Island, reports Hitwise UK, also has a prominent standing on Facebook with Addicted to River Island: the retailer has reported a five-fold increase in traffic during this year.
Just how much impact a community can have on a high-street name is visible by the reintroduction of Cadbury's Wispa bar through the action of 100 "Bring back Wispa" communities on Facebook. HSBC felt the full impact of a recent campaign by over 5,000 students during the summer holidays angered by a policy change in interest-free overdrafts. The policy was overturned and HSBC were quoted as saying "like any service-orientated business we are not too big to listen to our customers."
Over 75% of all Facebook retail traffic goes to the following categories: auctions, department stores, books, clothing and accessories, and music. Therefore any retailer operating in these areas would do well to evaluate the sales opportunities a social networking site like Facebook has to offer.
Data extrapolated for August showed that Facebook was the 11th most visited website. More than a third of Facebook users are over 35 and are considered to have a more affluent profile than some of their social network user counterparts. Although retailers are not allowed to have their own pages on Facebook, communities can be established - Primark, for example via The Primark Appreciation Society has over 83,000 members. This year, Primark has seen a 64% increase in the amount of traffic generated to its website via Facebook. River Island, reports Hitwise UK, also has a prominent standing on Facebook with Addicted to River Island: the retailer has reported a five-fold increase in traffic during this year.
Just how much impact a community can have on a high-street name is visible by the reintroduction of Cadbury's Wispa bar through the action of 100 "Bring back Wispa" communities on Facebook. HSBC felt the full impact of a recent campaign by over 5,000 students during the summer holidays angered by a policy change in interest-free overdrafts. The policy was overturned and HSBC were quoted as saying "like any service-orientated business we are not too big to listen to our customers."
Over 75% of all Facebook retail traffic goes to the following categories: auctions, department stores, books, clothing and accessories, and music. Therefore any retailer operating in these areas would do well to evaluate the sales opportunities a social networking site like Facebook has to offer.
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