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WOMMA Summit 2011: Sephora's Social Evolution


How Sephora drove their social evolution with their Beauty Talk Community

How Sephora drove their social evolution with their Beauty Talk Community

Published in Technology , Business
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  • 1. WOMMA Welcomes You To SUMMIT 2011 From ‘Likes’ to ‘Loves’BeautyTalk and Sephora’s Social Evolution
  • 2. Candace SimsCommunity Manager, Sephora Paul Gilliham Director, Customer Marketing, Lithium
  • 3. I love this story…
  • 4. I know Sephora,but who are you?We help brandsdiscover, engageand work with theirmost passionate andknowledgeable fans confidential
  • 5. While the journey is important, need to establish the destinationPassionate,engaged socialcustomers workwith you, act on Brandyour behalf driveand value to the Nationbusiness 6
  • 6. What does it look like? Brand Nation Video
  • 7. Candace SimsCommunity Manager, Sephora
  • 8. Social Media Goals Lead the Social Media space for retail and beauty Connect with clients by fostering a dialogue and creating a compelling Sephora presence everywhere they are talking about beauty Drive sales and loyalty Showcase Sephora’s service and expertise in beauty Elevate our brand by innovating in new channels
  • 9. Social Evolution BT on 1.5 MM 2 MM 246 FB K Likes Reviews Followers
  • 10. Why BeautyTalk?Capture the conversation
  • 11. Why BeautyTalk?Which is more helpful?
  • 12. Turning online connections into offline action
  • 13. They Don’t Just Talk! BeautyTalkers spend 2.5x more $ Super users spend 10x more $ This is their day job! Average super user spend 36.5 hrs/week on BeautyTalk
  • 14. What WorksUnify Brand Voice theusers to personalize Feed Allow conversation and Learn Listen Keep it Fresh
  • 15. What’s Next? Deepen Engagement – Keep superusers coming back with special panels and offers to make them feel like VIPs – Give superusers the inside scoop on new community updates Create a social hub for all Sephora activity – Bring social cred with you on FB, get credit for writing reviews and visiting stores – Help us help you Be the go-to destination for all things beauty!
  • 16. The Sephora Hauls