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An overview of the UK Fashion community on Twitter from PiQ, the PeerIndex dashboard for marketers, agencies and PR. Who and what do the Fashion audience tweet about? And how can organisations and brands influence the conversation?
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PiQ Audience Report: UK Fashion Community of 18k UK Tweeters Data from: 6th June – 6th July 2014
About PiQ
Social Media Listening
Poor people insight
CRM Customer
interactions only
PiQ is built on four foundations: 1. Target audiences not keywords to track customers 24x7 2. Realtime trend detection with audiences without prior knowledge required
3. Identify influencers within relevant audiences
4. Deep content analytics at users fingertips
Market Research
Slow, not addressable
PiQ is a simple way to action customer audiences in real-time
UK Fashion Audience Overview
78% female
22% male
UK users tweeting about fashion are predominantly female and between the ages of 25 and 50.
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<25 25-‐34 35-‐49 >50
UK Fashion- Community Activity!
The UK Fashion community is most active during weekdays!
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S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M
Weekdays (6th June – 6th July)
Twee
t act
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UK Fashion Audience Top Hashtags Hashtag Cloud
WHAT this is
Shows the top hashtags used by audience
Size of word shows volume
Saturation of word shows relevance
HOW to use it
Identify key topics which audience discusses
Plan content around this
MORE
The dashboard edition of PiQ updates this data daily and provides per-hashtag analytics for precision targeting
Fashion and beauty related topics are the most discussed. However this audience also talks about current major events such as the Tour de France and Wimbledon.
UK Fashion – Top Human Influencers!WHAT this is
Shows the top Human influencers within the community
They are ordered by their degree of influence over other people in the audience (CPI)
HOW to use it
You can use this to identify the key celebrity influencers in your community
MORE
The UK Fashion Community’s top influencers are celebrities in the industry and journalists for major publications
CPI PI Fllwrs Bio
Victoria Beckham !@victoriabeckham!
89! 93! 7.1M! The Official Twitter page for Victoria Beckham
Alexa Chung!@alexa_chung!
87! 89! 1.2M! My instagram account is @chungalexa
Cara Delevingne @Caradelevingne
86 87 1.3M Professional human being. I also love eyeybros and playing the drums! Instagram caradelevingne
Hilary Alexander @HilaryAlexander
84 82 275,265 Fashion and style news (+occasional sport) from Hilary Alexander
Alexander Fury 82 61 10,654 Fashion editor of The Independent, The Independent on Sunday and i. All views are fashion gospel.
UK Fashion- Top Outside Influencers!WHAT this is
Shows the top influencers who are not part of the community
These influencers influence the UK Fashion Audience although they’re not directly related to fashion
HOW to use it
You can use this to better understand what your audience are interested in
MORE
Clearly One Direction are very popular, as are the stars of the TV show Made in Chelsea
CPI PI Fllwrs Bio
Niall Horan @NiallOfficial
93 96 16M I like climbing trees ! NOW! KETCHUP
Harry Styles @Harry_Styles
93 96 18.5M Hiiiiiiiiiiii. Cute as a B***** every single one of you.
Lucy Watson @imLucyWatson
92 81 594,045 #MadeinChelsea For all management enquiries please contact [email protected] instagram:imlucywatson
Miley Ray Cyrus @MileyCyrus
91 97 16.4M California face. With a down south rump. #BANGERZ
Jamie Laing @JamieLaing_UK
91 84 797,799 I’m not great, you’re great… [email protected] #MadeInChelsea
UK Fashion- Top Bloggers!WHAT this is
Shows the most influential bloggers within the community
They are ordered by their degree of influence over other people in the audience (CPI)
HOW to use it
These are fantastic opportunities for brands to spread their message and raise their profile within the fashion community
MORE
Despite having relatively fewer followers than big celebrity names, these individuals are extremely influential amongst specific groups of people
CPI PI Fllwrs Bio
Tanya Burr @TanyaBurr
83 86 505,165 Beauty, Fashion & Lifestyle Blogger/Youtuber.
Jonathan D Pryce @GarconJon
81 53 4,727 Award Winning Street & Fashion Photographer, Men’s Style Blogger. Scottish. Order my new book 100 beards in 100 days now
Liberty London Girl @LibertyLndnGirl
81 80 103,839 Sasha Wilkins. Writer, fashion editor, blogger. English often-exile.
Ella Catliff @Ella_LaPetite
80 60 6,876 Fashion blogger and model with a weakness for blouses, cocktails and sparkly things. Founder/Editor of http://ella-lapetiteanglais.com
Lauren Johnstone @Nakedfashions
80 45 1,255 Fashion, beauty & lifestyle blogger// PublicRelations student @UniArtsLondon//Fluent in social media
UK Fashion- Top Corporate Influencers!WHAT this is
This shows the top Corporate accounts that are influencing the community
HOW to use it
This helps understand the brands that are making an impact among these users
MORE
The dashboard edition of PiQ allows you to filter out human/corporate and search for users by location, gender or influence
CPI PI Fllwrs Bio
VOGUE.CO.UK @BritishVogue
95 92 1.9M The official http://t.co/00ft3UhObo Twitter: Fashion news, up-to-the-minute show coverage, plus exclusive party photos and trend forecasts
ASOS @ASOS
94 90 610,448 Welcome to the official Twitter feed for @ASOS, your first stop for #fashion.
Harper’s Bazaar UK @BazaarUK
93 83 217,599 Fashion, beauty, travel news and ideas, restaurant round-ups- all you need for a stylish life
Topshop @Topshop
93 89 760,815 With 300 new products hitting our site each week http://Toshop.com is your ultimate fashion fix!
Selfridges.com @Selfridges
92 85 203,664 -null-
UK Fashion- Top Brands!WHAT this is
Shows the top Brands referred to by audience
HOW to use it
Identify and compare the brands that an audience is talking about
MORE
The dashboard edition of PiQ updates this data daily and provides data for every brand being talked about
You can also find the top images, videos and stories being shared each day, week or month
Brand Relevance (Higher is more relevant)
Volume
0.5x 690
Google 0.6x 220
Topshop 24x 160
BBC 0.8x 110
Apple 0.4x 100
eBay 2.1x 100
Marks & Spencer 45x 100
Netflix 0.3x 90
Tesco 3.4x 90
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