Social media trends in  the beauty and luxury sector  Summer 2010
Social media… still making the news
Facebook hits 500M…
… and gets a movie
Foursquare worth $95M
Political engagement: Barack Obama
Twitter user present at Khmer Rouge trial
Why?
It’s all about behaviour
Social food for thought…
In three parts <ul><li>Short-term </li></ul><ul><li>Medium-term </li></ul><ul><li>A bit further into the future… </li></ul>
Short-term
1. Content sharing via social tools: Net a Porter
Content sharing social tools: Louis Vuitton
Content to share: Chanel
2. Share in-store experiences: Ciao
3. How-to videos: Redken
How-to videos:  Herbal Essences
4. Exclusive community content: Sephora
Fan-only offers:  Body Shop
5. CSR initiatives: Aveda
Online petitions:  Body Shop
In summary <ul><li>Content sharing using social tools  </li></ul><ul><li>Sharing in-store experiences  </li></ul><ul><li>E...
Medium-term
1. Location-based activities: Jimmy Choo
2. Expert webinars: Avon
3. Expert gift advice: Tiffany
Gifting apps: eBay
Expert advice: Philip B
4. Product customisation: Louis Vuitton
5. Member-get-member initiatives: Urban Decay
In summary <ul><li>Location-based activities  </li></ul><ul><li>Expert webinars  </li></ul><ul><li>Expert gift advice  </l...
A bit further into  the future…
1. Ambassador programs: British Council
Ambassador Facebook community: TDA
2.  Employee social media presences: CNN
Employee social media presences: Kodak
Employee social media presences: Darphin
3. Online consultations: Pantene
4. Facebook store:  Max Factor
Facebook store: LivingProof
5. Online academies: Nike
In summary <ul><li>Ambassador programmes  </li></ul><ul><li>Employee/consultants’ social media presence </li></ul><ul><li>...
And finally… Lessons to remember
1. How to perform  social media activity
2. Why you should
3. Open up
4. Share!
Thank you <ul><li>Iain MacMillan </li></ul><ul><li>RMM </li></ul><ul><li>[email_address] </li></ul><ul><li>+44 7956 997803...
Upcoming SlideShare
Loading in...5
×

RMM - Trends for beauty & luxury sector, Summer2010

1,211

Published on

Published in: Lifestyle
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,211
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • RMM has been advising and helping organisations use social media, technologies and platforms since 2006. We’re a team of 15 analysts, trainers, workshop facilitators, project managers, media relations experts and content creators, headquartered in London with staff in Europe, USA, Australia and Japan. We sit on various panels and committees, such as the IAB social media council, helping to build industry standards for social media activity in Europe.
  • What it is Post election, Barack Obama’s Twitter feed and blog simplifies and discusses US policy, and posts quotes from Obama’s speeches. Why we like it 4 million+ followers, a clear example of digital engagement leading to increased political engagement.
  • What it is: The ‘What’s New’ section of the Net a Porter Facebook page provides an interactive gallery not dissimilar to Louis Vuitton’s interactive gallery from Cannes. However, the difference is users can click to ‘share’ rather than ‘like’ the image which enables people to post as an update to their network the product image, the product description and allows for the user to post their own message alongside this explaining why they like the product. Why we like it: Allows users to quickly and easily share Facebook content with their network Moreover, this update will appear in the users’ friends’ news feeds meaning the Net a Porter content can be viewed by more than just it’s existing fan-base
  • What it is: Interactive image gallery of Louis Vuitton’s couture on the red carpet at Cannes Fans can like individual images so they appear in their friends’ news feeds Why we like it: The ‘share-ability’ of ‘liking’ individual images allows Louis Vuitton content to reach a wider number of people, people who might be inclined to ‘like’ the Louis Vuitton page It fits with Louis Vuitton’s ‘the art of travel’ social media persona: they have picked on a current foreign event and shared the glamour with it’s fans
  • What it is: Shareable, limited edition Facebook buttons promoting Chanel’s ‘rouge coco’ lipstick range. Why we like it: The ‘share-ability’ of buttons allows Chanel content to reach a wider number of people, people who might be inclined to ‘like’ the Chanel page. Limited edition buttons promote shareability while staying in keeping with Chanel’s air of exclusivity and glamour, making participation more desirable for fans who wish to appear ‘in the know’.
  • What it is: Ciao is a consumer review website where users can go online specifically to review their in-store experience. This example is for Nike, but Mac was also reviewed ( http://www.ciao.co.uk/MAC_Shop__Review_5479472 ) Why we like it: Users often leave comments on reviews flagging their interest in a particular store on the basis of the Ciao review Users often ask questions and help each other via comments beneath reviews (see the MAC example) How it could be applied to Estee Lauder brands ELC could leverage this consumer willingness to review in-store experiences by providing a safe platform for users to post, and critique other posts. ELC brands could also offer discounts or incentives to those who post reviews.
  • What it is Redken’s official YouTube channel. They post how-to videos (The Hair Files) on their Facebook page showing tips and advice on creating hair-do’s. Why we like it: The content on the channel has been specifically tailored for social media channels. Total view count is 530,000+ and the YouTube channel has 2,000 subscribers.
  • What it is: A hub (or ‘stylebook’) of video content pulled in from YouTube showing users how to use Herbal Essences products to achieve particular hairstyles. Why we like it: Marries video content with relevant products and user reviews. Users are encouraged to perform various cross-media social activities from one platform – e.g. users can share videos, write product reviews and share content with their friends from the ‘stylebook’ meaning more Herbal Essences media content will be shared across users.
  • What it is: Users ‘like’ the Sephora fan page to see the finalists for a competition to be the face of a new baby product range. Why we like it: The competition is inherently social; users can submit their own children as entrants, plus users vote for the winner. Users directly affect the appearance of a Sephora product through social activities. How it could be applied to Estee Lauder brands Estee Lauder could run a social competition to source the next ‘face’ of a new product or campaign.
  • What it is: Users who ‘like’ the Facebook fan page have exclusive access to online discount codes and other offers across Body Shop products. Why we like it: Clear driver to e-commerce, with multiple choices on which offers to take advantage of. How ELC brands could use it: Offer fan-only discounts, codes and member-get-member initiatives where more online discounts are offered when the page reaches a target number of fans.
  • What it is: Water footprint calculator app launched for Aveda Earth Month in April 2010. A quiz app which users fill out with their day-to-day water-related habits. Why we like it: One-off app reinforcing sense of Aveda as an environmentally conscious brand. Brand donates money to water charity at the end of the quiz; good incentive to share app with friends.
  • What it is: An online Body Shop petition against sex trafficking. Why we like it: Encourages users to flag their support through social action and badge themselves as supporting the petition through links and Twitter, which in turn pushes Body Shop’s positive message to new networks of friends and influencers.
  • What it is: Using Foursquare Jimmy Choo “checked in” to a number of locations around London stating that the first X number of people to meet Jimmy Choo at the location would get a free pair of Jimmy Choo shoes Why we like it: Foursquare, and location based services generally, is currently the latest social media trend Jimmy Choo demonstrated it’s ability to be leader in innovative social media mechanics Jimmy Choo also built a Facebook page and Twitter account to support CatchAChoo to ensure those people not on Foursqaure could still take place using existing social media channels Moreover, Jimmy Choo also made sure they become the ‘mayor’ of a number of key exclusive/luxury locations around London (inc. the Ivy and Ledbury Road)
  • What it is: Mark, the junior brand to Avon runs weekly tweet-ups and webcasts where girls can log in and learn new looks in beauty and fashion and comment and discuss the talking point from the webcast in real time with their friends and the wider Mark community Why we like it: Almost 91,000+ fans on Facebook Uses existing social media technologies – webcasting and tweet streams – to create a unique fashion show This activity mirrors the way more and more people experience video media – socially discussing what’s happening on screen in real time amongst their peers How it could be applied to Estee Lauder brands Estee Lauder could run a series of webinars teaching people how to get specific (seasonal) make-up looks
  • What it is: The Tiffany engagement ring app. Allows you to size rings, look at styles and settings. Advice on specific styles and diamonds. Functionality includes expert consultation via email (so not technically part of the app) Why we like it: Brings Tiffany’s expertise in diamonds to consumers outside the store. Images and details of sizes and styles are shareable, meaning users can share ideas with friends in a way not possible during the in-store experience. How it could be applied to Estee Lauder brands Create a palette/makeup app with shareable styles and colours with expert consultation available.
  • Distribution of sales and promotional content via social networks Allow friends to engage around gifting ideas Designed specifically for the type of people who are thinking of gifting
  • What it is: Q&amp;A section on the main Philip B website under the form of a blog. Users can request videos, ask questions or submit feedback. Why we like it: Responsive proactive approach to engaging customers and prospects
  • What it is: Mon Monogram app – allows users to create/design and buy a bespoke piece of Louis Vuitton luggage Why we like it: Users can invite their friends to design a bag as well
  • What it is: An Urban Decay competition to win makeup every week – users can register, but can only participate once they have also invited other Facebook friends to take part. Why we like it: Users do the job of locating potential fans and customers who might ‘like’ the Urban Decay page. Simple competition mechanic with regular incentives to take part, and therefore regular invites to new users who might ‘like’ the Urban Decay page.
  • Using international alumni networks, RMM surveyed foreign student alumni of UK higher education institutions. The resulting data was then interpreted and used to inform a an ‘ambassador’ program which saw 70 students from USA, Malaysia and India acting as ‘ambassadors’ for UK higher education. Having interpreted the data we collected about international alumni, we were able to develop a program of activities for the ambassadors that reflected the needs of foreign students considering a UK higher education. The program of activities included: providing the alumni with guidelines on how to promote UK higher education on social networks (inc. Facebook, Friendster, Orkut, LinkedIn and Myspace) as well as invite members of the social networks to ask them questions about UK education. An additional number acted as ‘super-ambassadors’, taking a pro-active approach by entering international student forums to answer questions. Feeding information about the programme to their family and friends, the ambassadors reached an estimated network of more than 22,000 people. Nine super-ambassadors were chosen to enter forums and answer relevant questions. Across seven forums, the super-ambassadors answered over 100 questions during the eight week trial. http://www.educationuk.org/
  • What it is: All news anchors have their own online communities. Why we like it: Each news anchor can conduct their own social media activity tailored to their own brand or show, providing more ways for CNN users to engage with the brand.
  • What it is: 1000Words – several Kodak employees contribute to a photography blog. Why we like it: Multiple bloggers fit the blog objective; i.e. Exploring the different aspects of photography and images.
  • What it is: Wordpress blog kept by Darphin’s (luxury skincare company) Director of Education for N. America. Why we like it: More an example of one-off employee representing the brand than all employees across the brand, but she still personalises the brand, obviously has skincare education at the heart of her remit and provides insight into the workings of the company as well as more personal updates. Otherwise, it’s pretty basic stuff.
  • What it is: Instant messenger consultations with Pantene’s hair ‘maven’. Users can ask questions and get responses to their individual problems. Why we like it: Proactively approaches customers to provide questions on product usage and/or product feedback
  • What it is: Haircare brand LivingProof provides a Facebook app which asks the users questions about their hair. This then leads to an online store tailored specifically to the user, with recommended products which would be most suitable. Why we like it: Encourages the user to buy products which have been displayed as tailored to their needs – clear route to sale. Adds a personalised element to e-commerece.
  • What it is: The Nike running academy, where users can track their fitness progress using Nike’s tools. Additional online training for distance runners is provided by ‘Coach Jay’ Why we like it: Provides online training programs tailored to different distances and needs. Users are encouraged to map their personal progress against training programs. Makes sport social; users can create goals and challenges for themselves and challenge friends to complete their challenge. How ELC brands could use it: Provide a similar beauty academy, with how-to videos and training programs. Could encourage sharing tips, techniques and set challenges between trainees.
  • The massive effect of social technologies on the way individuals and organisations communicate, share and exchange is clear when one considers events such as the BP oil spill and the impact generated from activity on blogs, in Twitter, in online communities. However, there is a challenge for organisations in the way that they embrace this technological and social change. Marketers, for example, cannot simply “buy” social success. Customer experience directors cannot simply ask consultants to install technology which will make them expert assistants in the eyes of their customers. ‘ Social’ is not a medium. It’s a currency, fuelled by exchanges, discussions and recommendations. As a result, the objective for an organisation is to increase its social capital. RMM works with organisations to help them invest and build their social capital.
  • The massive effect of social technologies on the way individuals and organisations communicate, share and exchange is clear when one considers events such as the BP oil spill and the impact generated from activity on blogs, in Twitter, in online communities. However, there is a challenge for organisations in the way that they embrace this technological and social change. Marketers, for example, cannot simply “buy” social success. Customer experience directors cannot simply ask consultants to install technology which will make them expert assistants in the eyes of their customers. ‘ Social’ is not a medium. It’s a currency, fuelled by exchanges, discussions and recommendations. As a result, the objective for an organisation is to increase its social capital. RMM works with organisations to help them invest and build their social capital.
  • For more information, please contact me using the details below.
  • Transcript of "RMM - Trends for beauty & luxury sector, Summer2010"

    1. 2. Social media trends in the beauty and luxury sector Summer 2010
    2. 3. Social media… still making the news
    3. 4. Facebook hits 500M…
    4. 5. … and gets a movie
    5. 6. Foursquare worth $95M
    6. 7. Political engagement: Barack Obama
    7. 8. Twitter user present at Khmer Rouge trial
    8. 9. Why?
    9. 10. It’s all about behaviour
    10. 11. Social food for thought…
    11. 12. In three parts <ul><li>Short-term </li></ul><ul><li>Medium-term </li></ul><ul><li>A bit further into the future… </li></ul>
    12. 13. Short-term
    13. 14. 1. Content sharing via social tools: Net a Porter
    14. 15. Content sharing social tools: Louis Vuitton
    15. 16. Content to share: Chanel
    16. 17. 2. Share in-store experiences: Ciao
    17. 18. 3. How-to videos: Redken
    18. 19. How-to videos: Herbal Essences
    19. 20. 4. Exclusive community content: Sephora
    20. 21. Fan-only offers: Body Shop
    21. 22. 5. CSR initiatives: Aveda
    22. 23. Online petitions: Body Shop
    23. 24. In summary <ul><li>Content sharing using social tools </li></ul><ul><li>Sharing in-store experiences </li></ul><ul><li>Exclusive community content </li></ul><ul><li>How-to videos </li></ul><ul><li>Corporate social responsibility initiatives </li></ul>
    24. 25. Medium-term
    25. 26. 1. Location-based activities: Jimmy Choo
    26. 27. 2. Expert webinars: Avon
    27. 28. 3. Expert gift advice: Tiffany
    28. 29. Gifting apps: eBay
    29. 30. Expert advice: Philip B
    30. 31. 4. Product customisation: Louis Vuitton
    31. 32. 5. Member-get-member initiatives: Urban Decay
    32. 33. In summary <ul><li>Location-based activities </li></ul><ul><li>Expert webinars </li></ul><ul><li>Expert gift advice </li></ul><ul><li>Product customisation </li></ul><ul><li>Member-get-member initiatives </li></ul>
    33. 34. A bit further into the future…
    34. 35. 1. Ambassador programs: British Council
    35. 36. Ambassador Facebook community: TDA
    36. 37. 2. Employee social media presences: CNN
    37. 38. Employee social media presences: Kodak
    38. 39. Employee social media presences: Darphin
    39. 40. 3. Online consultations: Pantene
    40. 41. 4. Facebook store: Max Factor
    41. 42. Facebook store: LivingProof
    42. 43. 5. Online academies: Nike
    43. 44. In summary <ul><li>Ambassador programmes </li></ul><ul><li>Employee/consultants’ social media presence </li></ul><ul><li>Online consultations </li></ul><ul><li>Facebook web-store </li></ul><ul><li>Online beauty academy </li></ul>
    44. 45. And finally… Lessons to remember
    45. 46. 1. How to perform social media activity
    46. 47. 2. Why you should
    47. 48. 3. Open up
    48. 49. 4. Share!
    49. 50. Thank you <ul><li>Iain MacMillan </li></ul><ul><li>RMM </li></ul><ul><li>[email_address] </li></ul><ul><li>+44 7956 997803 </li></ul>

    ×