Un livre blanc Comscore : The power of like Europe : how social marketing works for retail brands
"The following white paper is based on a collaboration between comScore and Facebook and is a follow-up to the original Power of Like study conducted in the US in May 2011 and Power of Like 2, published in June 2012. The findings are largely based on data from comScore Social Essentials™ and Action Lift™ products. With a focus on Europe, this study illustrates how popular consumer brands are utilising Facebook to deliver media impressions at scale, achieve brand amplification and resonance, and ultimately drive desired behaviours amongst key customer segments. The study analyses the social marketing efforts of retail fashion brands across the three largest advertising markets in Europe (UK – ASOS and Topshop; France – La Redoute and Zara; Germany – H&M and Zara.) Retail was selected because there is heavy cross-visitation between the Retail category and Facebook, and eighty-six of the Top 100 e-Retailers ranked by comScore in Europe have established Facebook Brand Pages."