Web's Largest listing of crowdsourcing and crowdfunding events

Events

Advertise

Web's Largest Directory of Sites

2,358 crowdsourcing and crowdfunding sites

UNIQLO “by fans for fans” approach to Facebook engagement demonstrates how to crowdsource brand love

document Distributed Knowledge, Open Innovation

UNIQLO “by fans for fans” approach to Facebook engagement demonstrates how to crowdsource brand love
by Lawrie Doran on 20th July 2011

UNIQLO show how Facebook fanpages can be more successful than traditional brand pages at driving positive consumer engagement about the brand, products and stores. However, half of consumers engaged by the social media content do not go on to discuss UNIQLO.

In addition to having several more traditional regional Facebook pages, Japanese clothing retailer UNIQLO also have a “Worldwide fanpage” which has garnered close to a quarter of a million Likes. Described as “a page by UNIQLO fans for UNIQLO fans”, the site fosters a thriving community of “UNIQLOvers”, with both community managers and group members acting as evangelists for the brand.

WaveMetrix social media monitoring shows that the UNIQLO fanpage is successful at prompting consumers to talk positively about the brand, stores and products. Although half of the consumers who post discussion indicate that they are current UNIQLO shoppers, the other half of consumers are engaged by the social media content, but do not discuss UNIQLO.

UNIQLO fanpage successful at provoking positive opinions of the brand, clothes and stores:

Around half of buzz on the UNIQLO fanpage is positive in sentiment as consumers discuss the brand, clothes and stores: Consumers respond very positively to the social media content and questions posted on the Facebook wall and use the opportunity to talk about UNIQLO. They praise the “cool” clothing such as the “Save Japan”, “Evangelion” and “Lady Gaga” T-shirts and ask about availability. Others say they “UNIQLOve” the brand or ask when stores will be open near them in countries such as the USA, Canada, Brazil and Germany Neutral discussion revolves around topics unrelated to UNIQLO: Around half of the discussion is prompted by social media content that is successful at engaging consumers but not provoking them to discuss UNIQLO. Consumers share information on a wide range of topics such as their “plans for the summer”, “favourite fashion blogs”, the “Japanese women’s football team”, their “favourite activities” and the “colour red”

There is a very small amount of negative discussion: A few consumers say the T-shirt they wanted was “sold out” or they “can’t find a store nearby” Half of consumers who comment on the UNIQLO fanpage indicate they that are current shoppers of the brand:

Around half of consumers who comment indicate that they “always”, “frequently” or “sometimes” shop at UNIQLO: They are “excited” about the “new” and “cool” T-shirts, ask about their availability and say they would like a UNIQLO store “close by” so they can shop more frequently The other half of consumers who comment on the UNIQLO Facebook page do not mention their shopping habits: They discuss social media content unrelated to UNIQLO and do not mention the brand, clothing or store.

Summary

WaveMetrix social media monitoring shows that the UNIQLO fanpage is successful at prompting consumers to talk positively about the brand, stores and products. Although half of the consumers who post discussion indicate that they are current UNIQLO shoppers, the other half of consumers are engaged by the social media content, but do not discuss UNIQLO.

Description
UNIQLO show how Facebook fanpages can be more successful than traditional brand pages at driving positive consumer engagement about the brand, products and stores. However, half of consumers engaged by the social media content do not go on to discuss UNIQLO.

Tags: Crowdsource, Crowdsourcing, fans, UNIQLO

Posted by Fritz Schaefer

Oct 01, 2011 03:35 pm GMT Viewed 1647 times

Author: Lawrie Doran Source

Contact us if you are owner of this content and want to make changes.

Download Flag This

Events

UNIQLO “by fans for fans” approach to Facebook engagement demonstrates how to crowdsource brand love

Comments

Crowdsourcing.org

Categories

Content

Crowdsourcing.org, an initiative by massolution®

Events

Related Content

UNIQLO “by fans for fans” approach to Facebook engagement demonstrates how to crowdsource brand love

Comments

Crowdsourcing.org

Categories

Content

Crowdsourcing.org, an initiative by massolution®