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FD Social Media - Task 2 : May 2013
Chris Moore
1st store opened in 1864 on Oxford Street, London39 John Lewis stores across the UK, 291 Waitrose supermarketsOnline and catalogue business84,700 full-time employees (partners)
Demographics
The core John Lewis shopper - 45+ female
The target shopper - 35-44 female New initiatives including “Edition” magazine
and social media platforms are aiming to attract a younger market.
Aims & Objectives
To be an “aspirational” brand
Quality products Exceptional customer service To honour the “Never Knowingly Undersold”
promise Create the perfect shopping experience
Account created in 2010645,727 likes5,438 talking about this50,997 were here
Competitions/Promotions
“Guess The Gift”
“New Year, New Start”
Twitter account created in October 201055,403 followers9,729 tweetsAverage of 10.5 tweets per day
John Lewis Christmas Advert 2012 – The Journey
4,085,250 views on YouTube - 18,702 likes & 926 dislikes
3rd most popular video on YouTube worldwide during launch week.
347,979 total social media shares Mentioned in 334,248 Facebook updates 484 blog posts. 29,173 mentions of John Lewis on Twitter for the week
since launch *statistics supplied by “Campaign”
Google+
121,367 have John Lewis in their circle
Average 10-20 +1s per post
2,496 followers
29 boards 1,113 pins
Mobile app
Launched Oct 2012 for iOS & Android
Access to over 200,000 products
Barcode scanner for extra product information
Conclusions Slow starters in the social media arena Using their SM platforms to create a “buzz” for
their Christmas adverts Only have a significant SM prescence at
Christmas Trying to engage customers with attractive
content Lack of creativity Working “office hours” on Twitter & Facebook
doesn’t help to build a personal relationship with customers
Consistency of response between platforms SM outlets not given prominence on official
website Minimal linkage between SM platforms
