I worked at ASOS.com from November 2008 until February 2010. While I was there this is what I did …

Responsibilities

  • Created all social media and community engagement for ASOS.com from scratch.
  • Developed and authored the social media strategy for ASOS.com, working with internal stakeholders, an external community platform provider, and an external moderation company.
  • Ensured that social media would enhance the ASOS brand, as well as being legal and appropriate to its customers.
  • Managed the launch of ASOS Life – the first fully-integrated community for a UK retailer – from wireframe and business case to launch.
  • Managed the strategy and launch of all ASOS.com Twitter accounts, and encouraged 55 (10%) of workforce in ASOS HQ to Twitter with ASOS_firstname usernames.
  • Developed the conversation on the marketing Facebook page, involving the Customer Care team, who now respond to all queries on this and other social media properties.
  • Created visibility for ASOS Life, and our steps into social media.
  • Managed the design and implementation of ASOS Life 2.0 six months after launch.
  • Hired and trained the ASOS Community Team in nurturing and managing online communities.

Achievements

  • ASOS Life won ‘Best Use of User-Generated Content- at the Ecommerce Awards for Excellence 2009 – five months after launch.
  • ASOS social media is regularly cited as best practice for a retailer using community engagement.
  • Generated reportable revenue through referrals from UGC to ASOS.com, and trackable revenue through the use of affiliate IDs from staff-generated content to ASOS.com, proving social media has a financial return.