Close
 

Showpo: Monitoring and monetising social marketing

  • News
  • February 8, 2019
  • Courtney Devereux
Showpo: Monitoring and monetising social marketing

Online clothing retailer Showpo boasts an impressive social media reach, using different platforms to promote its brand to its audience of over two million. We spoke to chief marketing officer of Showpo, Mark Baartse, about the best way to market on social media and if he thinks influencers have longevity in a world ruled by ‘likes’.

With 1.1 million followers on Instagram, 880,000 followers on Facebook and 48,700 Youtube subscribers, it’s not a wonder as to why this pureplay retailer places a lot of importance on marketing through social media platforms.

“Having multiple channels really helps spread engagement,” says Baartse. “Social media marketing is about focusing on being where your customers are. It may be slightly different demographics on each platform, for example, Facebook is a bit older, and LinkedIn is mainly used for employment and b-to-b posts.”

Baartse says social media marketing will always be an important part of an online retailer’s overall strategy, but admits the amount it can be monitored, and monetised, can be difficult.

“There is really no magic tool to monitor how well posts perform; you have to do it yourself. Even we’re not using any particularity special tools. Just the most important part is that you are monitoring engagement.”

“One of the challenges with social media, particularly with organic social media, is that it is very hard to directly measure the impact of it. We may get lots of likes and lots of engagement, but how well that converts to sales we couldn’t put a hard number on.”

Some of the largest marketing budgets on social media are used for influencer marketing, a trend which Baartse says is fueled by consumers feeling like they can relate to the content.

“Consumers find their tribe, the people they aspire to be like. And those influencers are able to speak to them in a more authentic way because what you’re doing as a retailer is using that person’s voice and their own style.”

“It’s not like old school advertising where you have complete control, and you don’t want that complete control, you want that person to inject their personality into the content. And I think people relate to that”

Showpo uses a range of both micro and macro influencers, but says as a company its size, smaller influences often, “get lost in the noise.”

“When we pick them, we want someone who has the right style and matches our aesthetic. But then we consider their engagement and what sort of followers they have. Geographical locations come into it as well.”

“There are also various tools you can use to determine fake engagement. It is tricky, and it is certainly something that happens. But anyone using fake followers is just stupid, it actually hurts your engagement levels in the end.”

Yet despite the success of influencers and its apparent grip on advertising, Baartse expects the way they are used and employed to evolve with each social media platform.

“I think it does have longevity. I think it will look very different from how it looks now. I mean it's inevitable that Instagram is going to change its algorithms, to almost certainly penalise influencers. So, at that point, it becomes more like a celebrity endorsement kind of thing where you’re paying for the celebrity but you’re also paying for the media as well. With that, certain media requirements come in, I think the way people will approach that will be very different.”

“It’ll be different, harder for small players but definitely different.”

Like most businesses and media online, Showpo saw a drop in engagement following Facebook’s algorithm changes, Baartse expects more changes as the platforms continue to evolve.

“We noticed a drop-in engagement when those algorithms came it, but so did everyone else. Now that Facebook is pretty much 100 percent paid media, and with Instagram expected to follow later this year, at that point organic social media may become a thing of the past. But in return for that money in media, the platforms will give you better data.”

Baarste says no matter the size of your company, similar caution must be taken when it comes to social media marketing and using influencers.

“Just be careful with influencer marketing, there is a lot of people out there that want to take a lot of money for not doing very much. Make sure you’re selective very carefully and looking at the quality. It is really important to have a strong brand alignment.”

Baartse says brand working on social media need to talk less about themselves and more about the customer, as your audience, “don’t care about you, they care about themselves.”

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
News

Part five: NZ Retail celebrates its 70th anniversary

NZ Retail started life on February 20, 1948 as The Retailer of N.Z. As it is today, it was the official publication of the NZ ...

 
 

Harness business confidence with the NZ Retail and Latitude Financial Service breakfast event

  • In Association with Latitude Financial Services
  • February 21, 2019
Harness business confidence with the NZ Retail and Latitude Financial Service breakfast event

Increasing sale size is a constant thought on the minds of all retailers, unanswered questions can lead to uncertainty and lack of confidence in your selling. NZ Retail magazine and the Register alongside Latitude Financial Services have all your retail marketing questions answered in a not-to-be-missed breakfast event, covering sales, to creative strategy and increasing basket size.

Read more
 
 

Diversity and inclusion in action: Why Spark gets behind the Pride community

  • Opinion
  • February 21, 2019
  • Sarah Williams
Diversity and inclusion in action: Why Spark gets behind the Pride community

One of Aotearoa's biggest companies, Spark, is a firm supporter of the LGBTQI+ community through its annual Pride advertising campaigns, its partnership with charity OUTline, and its diversity and inclusion values within the company. Head of brand at Spark New Zealand Sarah Williams explains why the company chose to champion this social issue, how these campaigns attract both the loudest praise and the greatest vilification from New Zealanders, and why that it makes it the most important cause the company champions.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Is your website ready for voice search in 2019?

  • Opinion
  • February 21, 2019
  • Amanda Gross
Is your website ready for voice search in 2019?

Looking for answers online has never been so... audible. With the rise of smart speakers and booming popularity of virtual assistants, online searches are increasingly spoken aloud. It’s a trend that’s changing the nature of search – and redefining Search Engine Optimisation (SEO). Digital marketing agency krunch.co's managing editor Amanda Gross answers your burning questions about what’s happening in the world of voice search, and provide answers about how your business and website needs to adapt in our increasingly vocal world.

Read more
 
 

Ecoware gets new general manager, Grant Robinson

  • Who's Where
  • February 20, 2019
  • Courtney Devereux
Ecoware gets new general manager, Grant Robinson

Grant Robinson has made a big change from his position in a senior management role at Westpac, moving now to take the helm as general manager for fast-growing SME, Ecoware.

Read more
 
News

Part four: NZ Retail celebrates its 70th anniversary

NZ Retail started life on February 20, 1948 as The Retailer of N.Z. As it is today, it was the official publication of the NZ ...

 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}