Burberry’s Successful Social Media Campaign

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This new era of marketing renders Mad Men-style agencies obsolete and pushes social media to the forefront. As social media continues to evolve, however, most strategists wonder one thing: How is social media ROI measured? According to Social Media Examiner, this is the number one question asked by experts in the field.

Over the years, those involved in social media have continued to attempt to redefine ROI, wondering if it was even necessary in this field. The lack of tools for analyzing made quantifying results near impossible, and this lack of standards for ROI also made it difficult to “sell” social media campaigns and tactics to executives and companies.

This year, however, social media has grown immensely in terms of ROI. While case studies are nothing new, they prove invaluable for social media ROI, extending to B2C and B2B, small and large businesses, for-profit and non-companies. Case studies can prove ROI as determined by sales, shorter sales cycles, new leads, improved company operations, and better business innovations.

Take the example of Burberry, a high-end fashion chain that initially seems impervious to social media’s “of the people” approach to building fan bases and ultimately, business. The company’s “Art of the Trench” campaign, however, capitalized on the recent trend in blogs that feature street-style photography.

While many designers and retailers had already taken their businesses to Twitter, Burberry was the first major fashion company to create a social media empire of its own. Burberry’s facebook page received 7.5 million views and with over 1 million fans, the company’s same store sales increased by ten percent after the campaign.

For a company that has been selling the same thing and marketing the same “look” for years, this was surely a coup. They had no new product to sell and were advertising the same trench coat that made them famous decades ago. Through the use of a social networking fashion blog via facebook, Burberry drew in a new demographic and a new generations of shoppers, simply by making use of what made facebook cool: They allowed their fans to “like” items, leave comments, and “share” photos, ultimately making their consumers feel powerful and drawing them in.
ROI in this case is undeniable, as shown by the company’s growth over the last year.

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