As part of my digital media module I am required to write a critique of an organisation’s digital engagement strategy.
There’s no doubt that the way in which we have conversations is changing, due to the changing nature of information consumption. Consumers access multiple different touch points in order to make a decision, which is why it is so important that organisations adapt to this changing nature.
According to reports on digital usage in January 2016, over 2.3 billion people are using social media. From there, over 400 million people are active on Instagram, 320 million on Twitter with Snapchat coming 3rd having over 200 million active users. As easy as it would be for an organisation to just assume they can become active on social media and create connections, it is important that they realise they need to create compelling content.
The challenge is for an organisation to cut through the noise in order to engage with the relevant audience – with over 90 million tweets generated per day, this is not an easy task.
Online retailer ASOS understand the need to be interactive on social media in order to engage with their consumers. Their main target audience of 20 something’s are a part of the digital age and therefore ASOS need to ensure they are communicating with them in the way they want to be communicated. ASOS are active on three main social media platforms; Instagram – with over 4.2 million followers, Twitter with over 951K followers and Snapchat as ‘ASOSfashion’.
On the official ASOS Instagram, their first point of call is to lead their followers via their bio to their other social media platforms in order to allow for deeper engagement. They use their Instagram to create conversation, posting images and attaching comments that their followers can appreciate and relate too. Not only this but they use their posts to, once again, attract followers to their other social media platforms.
It is vital that current trends and actions are referenced and fashion brands are becoming the top organisations to use these in order to engage. By posting ‘memes’ and humorous images and starting conversations and debates on Twitter about current trending activities, ASOS are engaging with their consumers in a modern and effective way.
An essential for effective communication is to find a way to make sure your message is being received by the right people and using hashtags is an easy way to make sure that everyone who wants to can discuss the same topic easily. By clicking on a hashtag, anyone would be redirected to a separate page where all other discussions including that hashtag are in the same place. ASOS are ensuring that they utilise this technique and have a multitude of hashtags that they encourage their audiences to use, such as #AsSeenOnMe so that consumers can share their own ASOS looks and creative relevant discussions between their consumers. It is becoming increasingly important that businesses use hashtags, as Forbes have discussed with over 43% of respondents agreeing that hashtags are useful; and with hashtags being supported on over 9 social media networks, it has never been easier to start a conversation and have it reach the most interested of audiences.
Something I especially like with ASOS’s hashtag engagement is how they have a separate AsSeenOnMe Instagram account to repost and bring attention to those who have hashtagged their posts, using this to give credit to those who have bought ASOS products and as a basis for outfit inspiration – a useful feature for all who are looking to shop ASOS trends.
On Snapchat, ASOS post previews of new collections, backstage features and Q&A’s with designers in order to further engage their audiences – showing they have the ability to create relevant and interesting content to attract their consumers.
Snapchat has become increasingly important for businesses as it is moving up as one of the most relevant platforms in the digital world, especially with younger audiences. It gives businesses the chance to tell a story and connect with their consumers in a modern and interesting way – by allowing for two-way communication they are developing mutually beneficial relationships. It’s also effective in its short duration, offering consumers offers and sneak peaks, sparking their interest and keeping them interested in ASOS as a brand and their products.
ASOS no doubt understand the need for digital engagement with their audiences and are aware of modern trends and techniques in order to effectively communicate and break through the noise of constant communication to their consumers from their competitors. They show this most prevalently on their Twitter – with over 900 thousand followers it would be shocking for ASOS not to be able to effectively engage their audience.
On Twitter, ASOS communicate humorously but with meaning, understanding the need to resonate with their target audience and post content that is relevant to what they’re interested in. It’s not just enough to tweet about their products and ASOS understand this – they tweet daily content about news and events and also continuously link their blog on which they post tips and tricks, celebrity features and comedic blog posts. This gives their audience a reason to follow their twitter, other than just following them without actively engaging.
Twitter has become increasingly important for business, with the Telegraph calling it a great tool to drive traffic towards your website and improving brand awareness.That last point is especially relevant for ASOS as by tweeting content that would appeal to more than just their currentbuyers, they are furthering their business opportunities and effective engaging with multiple audiences.
ASOS clearly understand that engagement with their audience is of prime importance and have jumped on the digital bandwagon; they’ve utilised social media to ensure sound promotion and brand awareness and hey, if you’re practically everywhere you’re guaranteed to be engaging with someone.