Monday, April 2, 2012

Lorna Jane's Facebook Page

I've been taking a look at Lorna Jane's Facebook page as I think they do some things really well on it.

They have 314,000 likes, and a lot of their posts get 3,000+ likes. Having 1% of your fans like a post is pretty good engagement, we rarely have posts with that level of engagement.



Not all their posts get that many likes, it's only the shortest sharpest ones asking people to click 'like' if they like what's in the post. This one asks people to Like it, but there is other info and links first so not everyone would read to that point:


Lots of likes on a post aren't the only goal of a Facebook post, but a higher engagement rate should improve the quality score Facebook gives you page and posts, it will help with reach.

In the past we've had high engagement rates on 'Left or right' posts like this one we did on the Sneaking Duck Facebook page last week which had nearly 2% of our likers interact with it:


I've noticed in our Facebook insights that each of our Shoes of Prey posts gets a similar reach regardless of the interactions on it, so we plan to experiment with having every second post be one that drives interactions to ideally improve our quality score, then have every other post be one designed to drive sales, such as a link to new trends or a product launch. Ideally then we're driving interactions and reach with half our posts and that should mean the other half with the sales driven content will also get more reach.

Any thoughts on this as a strategy? I'll let you know what we learn trying it out.

5 comments:

  1. When we conduct systematic analysis of the relative impacts of Tweets and Posts, we almost always find that, for a given retailer and their customer base, certain types of posts work better than others. Rather the experiment by controlling your output, we would recommend that you first start with a proper analysis of the impact of your output to date, and then use those insights to systematically develop and test hypotheses. Regards, Mark Fletcher - ShopScience

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  2. Does this stuff really make any difference? I mean, how does the bottom line change if you were to only advertise with ads to 'improve interaction' or to 'drive sales'. And don't you think that it would be better to focus more on how you can increase quality / reduce the price of your product?

    -Sceptical traditional non-facebook/twitter/pinterest guy.

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  3. Mark - good thoughts and we've certainly found some of our prior posts have worked better than others, should spend some more time analysing what we've done previously, cheers.

    Anonymous - product quality and price of our product are absolutely key drivers of sales, but measuring our sales using Google Analytics Multi-Channel Funnels, Facebook accounts for 4% of our traffic and 8% of our sales. If we can improve that by 50%-100% that's a solid increase in sales and worth spending some time on - http://www.22michaels.com/2011/10/7-tips-for-turning-facebook-likes-into_21.html

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  4. Another page that gets a lot of interaction: http://www.facebook.com/blackmilkclothing. With only 128,000 Likers he often gets between 2,000 and 4,000+ likes per post. Impressive but not surprising given his product and target audience.

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  5. That's a great Facebook page L Love, super engaging and the way they interact suits their product and audience perfectly!

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