We are all aware, I'm sure, of how important social networking sites like MySpace and Bebo are going to become, both for online retailers and other brands, but the change is happening quicker than even I expected. Hitwise's Heather Hopkins:
TopShop.co.uk and ASOS.com last week received more than twice as much traffic from MySpace than from MSN and Yahoo! Search combined.The #2 source of UK visits to TopShop.co.uk was MySpace, accounting for 5.1% of site visits. MSN UK Search and Yahoo! UK Search each accounted for just over 1% of visits. MySpace was the #5 source of visits to ASOS.com [accounting for 4.6% of site visits].Visits from MySpace to TopShop.co.uk are up five-fold year on year and up two-fold to ASOS.com.When I first noticed this, I was told it was likely a result of the recent London Fashion Week. But the growth has been steady over the past 52-weeks.It is also not solely a result of demographics. Miss Selfridge and New Look attract a similar demographic profile of young women, but do not enjoy the same volume of traffic from MySpace. The success seems a result of participation in the community and targeted offers. TopShop has a profile on MySpace with a blog that includes special offers and discounts. ASOS and TopShop are mentioned on several profile pages. This offers a great example of creative brands that are engaging with their audience on the terms - and turf - of their audience.
TopShop.co.uk and ASOS.com last week received more than twice as much traffic from MySpace than from MSN and Yahoo! Search combined.
The #2 source of UK visits to TopShop.co.uk was MySpace, accounting for 5.1% of site visits. MSN UK Search and Yahoo! UK Search each accounted for just over 1% of visits. MySpace was the #5 source of visits to ASOS.com [accounting for 4.6% of site visits].
Visits from MySpace to TopShop.co.uk are up five-fold year on year and up two-fold to ASOS.com.
When I first noticed this, I was told it was likely a result of the recent London Fashion Week. But the growth has been steady over the past 52-weeks.
It is also not solely a result of demographics. Miss Selfridge and New Look attract a similar demographic profile of young women, but do not enjoy the same volume of traffic from MySpace. The success seems a result of participation in the community and targeted offers. TopShop has a profile on MySpace with a blog that includes special offers and discounts. ASOS and TopShop are mentioned on several profile pages.
This offers a great example of creative brands that are engaging with their audience on the terms - and turf - of their audience.
Update: Heather has responded to me about how much traffic Bebo is driving, and that too is very significant - TopShop gets 2.9% of its traffic from Bebo and ASOS 2.3%.
Now, imagine how successful a TopShop or ASOS widget would be...
Robin Grant
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