Beauty & the GeekUnlocking the World of AudienceRelationship Management.MARIE JOSÉE LAMOTHECHIEF MARKETING OFFICERL’ORÉAL ...
Reality: The GeekFor most brands, social media isstill in the experimental stage, startingorganically and slowly prolifera...
Social Remains DisconnectedMarketing must create brandawareness, preference and sales.Social must contribute. BRANDIMPACTS...
MARKETING MEASUREMENTBridge the gap by enhancing yourcapabilitiesMarketing must create brandawareness, preference and sale...
Brands must establish marketingprocess to create tangible businessresults.From: A fragmented andannually-based marketing p...
We provide technology andconsulting that enablesbrands to profit from social.2011SOCIAL AS A HOBBYChaoticReactiveConsumer ...
LOréal Canada Portfolio of BrandsProduits Professionnels Produits Grand Public Produits de LuxeCosmétique Active
The Role of MarketingDeliver optimal levels of reachand frequency with the rightmessage to the right audience
Marketing AttributionInsights to inform bettermarketing and mediastrategies.LOréal Social Brand Marketing ModelInformed Me...
MARKETINGPROJECTIONS &BUSINESS CASEInsight Based Planning: DeliverablesUNDERSTAND THELANCÔMECONSUMERLANCÔMECONSUMERSEGMENT...
CUSTOMERCARELOYALTYGROWTHGROWTHINVESTMENTInsight Based PlanningInsight based planningleverages the unique data insocial me...
Insight Based PlanningInsight based planningleverages the unique data insocial media tocreate an informedcommunication pla...
Insight Based PlanningWe identified 125 micro targets todrive increased relevancy among onconsumers.
Insight Based PlanningInsight based planningleverages the unique data insocial media tocreate an informedcommunication pla...
Optimized Execution: DeliverablesCREATIVELINKED TO BRANDOBJECTIVES & LIFECYCLEEFFECTIVEMANAGEMENT OFINVESTMENTCONTINUOUSIM...
Optimized ExecutionCreative
Case: Optimized ExecutionResult: 4,000 variations delivering against 140 micro-targets.
Case: Optimized ExecutionBefore Syncapse Approach After Syncapse ApproachResult: 50%+ Increase in Media Efficiency.
Informed Marketing Measurement: DeliverablesGREAT DASHBOARDSIMPLIFIES PERSPECTIVEON SUCCESSEXPAND KNOWLEDGEOF THE CONSUMER...
Ad DashboardWhat we track: Reach, Frequency & ActionsReal time actionable results
Performance DashboardTO UNDERSTAND:The impact and effectiveness ofPaid and Owned content andimprove results in real time
Key Consumer LearningMASSbroadcasting, learning derivedfrom overall responseSEGMENTEDclusters, learning derived from surve...
Marketing ROI & Attribution
OBJECTIVE DESIRED RESULTRelevant Cost-EffectiveReach & FrequencyReach the Right PeopleAwareness, Recall, TrialFind New Cus...
Results: Q4 LancômeTOTAL IMPRESSIONS(PAID & EARNED)181,409,962EST. AVERAGE FREQUENCY5+$48,000MEDIA INVESTMENT
Results: Earned Media | 2012 Biggest PictureLANCÔME$65KTOTAL L’OREALCANADA$1.4M+
Lancôme Canada Fan GrowthFan Growth78kfansSeptember 1, 2012145kfansDecember 31, 201253%Growth
Why Fans Matter
How Lancôme Compares$227$144$128$159$122$202$107$199$87$128$89$98$85$79$101$100AVERAGE SPEND $ MEAN (INCLUDING 0)FANNON-FAN
Advice onSuccess
JANUARY30APRIL30Getting started
MARIE JOSÉE LAMOTHECHIEF MARKETING OFFICERL’ORÉAL CANADA@MJLamotheMICHAEL SCISSONSFOUNDER & CEOSYNCAPSE@ScissonsThank-You
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Unlocking the World of Audience Relationship Management

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  • MJ outline that the role of marketing hasn’t changed – the challenge to drive effective reach frequency and impact remains in place. New channels, new methods, new processes.
  • MS to introduce the idea that the “beauties” are making life hard for the “geeks” trying to use technology in brand marketing. Key Points indicated on slide.
  • MS: Speak to challenges we have experienced with brands over the last couple years.
  • MJ to introduce the idea that the “geeks” are complicating marketing. All the tools, widgets, and gadgets – but how does all that really help us to build brands? MJ: In many conversations with my peers, it became clear that big data, social marketing and ARM are about more than technology. Technology alone cannot make any of us great marketers and will not allow us to use what big data has to offer. The application of this technology by smart people is often the most important determinant of success.  
  • MJ: Speak to slide
  • MJ to introduce L’Oreal Canada and its brands and organization.
  • MJ outline that the role of marketing hasn’t changed – the challenge to drive effective reach frequency and impact remains in place. New channels, new methods, new processes.
  • MJ: Outline the agenda for the session, specifically how beauty and the geek can work together through the social marketing process: PlanningExecutionMeasurementMarketing Attrinution
  • MS: Speak to slide
  • MS: Speak to slide
  • MS: Speak to slide
  • MS: Speak to slide
  • MJ: Now that we have mapped the business objective, used the audience data to inform creative and targeting – we are able apply to apply benchmarks for our performance.Benchmarks allow us to use the data from across the organization and syndicated data from our competitors to understand how effectively we are delivering reach, frequency and impact vs our competitors.
  • MS: Speak to slide
  • MS: Speak to slide
  • MS: Speak to slide
  • MS: Speak to consolidated results we see for clients.
  • MS: Speak to slide
  • MS: Speak to Slide
  • MS: Speak to slide
  • MS to speak
  • 181,222,237- PAID impressions from media pilot187,726- Earned- engagements as reported by Syncapse Platform181,409,9632.95$48,000
  • MS to speak
  • MS to speak
  • MS to speak
  • MS to speak
  • MJ: Tips on why this is successful and how to think about it in your organization.
  • MJ: Speaks to the best way to get started and how she got stared.
  • Thank You.
  • Unlocking the World of Audience Relationship Management

    1. 1. Beauty & the GeekUnlocking the World of AudienceRelationship Management.MARIE JOSÉE LAMOTHECHIEF MARKETING OFFICERL’ORÉAL CANADA@MJLamotheMICHAEL SCISSONSFOUNDER & CEOSYNCAPSE@Scissons
    2. 2. Reality: The GeekFor most brands, social media isstill in the experimental stage, startingorganically and slowly proliferating intocore business operations.More technology existsthan marketers canunderstand, scale, andimplement.Overall processes arecritical yet lacking.No clear definition amonginternal ‘owners’ of social- organizational design iskey for success.
    3. 3. Social Remains DisconnectedMarketing must create brandawareness, preference and sales.Social must contribute. BRANDIMPACTSOCIALMEDIA: Poor Objectives: Off Message: No Scale: Theoretical: Experimental#FAIL
    4. 4. MARKETING MEASUREMENTBridge the gap by enhancing yourcapabilitiesMarketing must create brandawareness, preference and sales.Social must contribute.PUBLICRELATIONSCOMMUNITYMANAGEMENTCUSTOMERSERVICEADVERTISINGTECHNOLOGYBUSINESSIMPACTSOCIALMEDIAECOMMERCESocial Media Capabilities
    5. 5. Brands must establish marketingprocess to create tangible businessresults.From: A fragmented andannually-based marketing planwith social marketing as achannel.To: Integrated marketingcreating relevant customerconnections that result inincreased sales and loyalty.Vision: The Beauty
    6. 6. We provide technology andconsulting that enablesbrands to profit from social.2011SOCIAL AS A HOBBYChaoticReactiveConsumer In ControlDisconnected and SiloedPlatform-Led KPIs (“Likes”)Community ManagementFaux FriendshipsSales-Phobic2013SOCIAL AS A BUSINESSSynchronizedProcess-DrivenBrand Sets DirectionConnected and IntegratedBrand-Led KPIsCustomer SegmentationGenuine CommunicationOpen For Business
    7. 7. LOréal Canada Portfolio of BrandsProduits Professionnels Produits Grand Public Produits de LuxeCosmétique Active
    8. 8. The Role of MarketingDeliver optimal levels of reachand frequency with the rightmessage to the right audience
    9. 9. Marketing AttributionInsights to inform bettermarketing and mediastrategies.LOréal Social Brand Marketing ModelInformed MeasurementMeasure and understand social valueconnected to ROI.Optimized ExecutionApps and media foroptimized performance.Insight Based PlanningLeverage social data to drive overalllifecycle management approach.
    10. 10. MARKETINGPROJECTIONS &BUSINESS CASEInsight Based Planning: DeliverablesUNDERSTAND THELANCÔMECONSUMERLANCÔMECONSUMERSEGMENTATION
    11. 11. CUSTOMERCARELOYALTYGROWTHGROWTHINVESTMENTInsight Based PlanningInsight based planningleverages the unique data insocial media tocreate an informedcommunication plan.Plot spend for desired brandoutcomes based on industrybenchmarks.Outcome projections settargets for benchmarks andleading indicators ofmarketing performance.Paid Social AdsTargeted ContentFacebook Environment
    12. 12. Insight Based PlanningInsight based planningleverages the unique data insocial media tocreate an informedcommunication plan.Plot spend for desired brandoutcomes based on industrybenchmarks.Outcome projections settargets for benchmarks andleading indicators ofmarketing performance.ColourTrial
    13. 13. Insight Based PlanningWe identified 125 micro targets todrive increased relevancy among onconsumers.
    14. 14. Insight Based PlanningInsight based planningleverages the unique data insocial media tocreate an informedcommunication plan.Plot spend levels for desiredbrand outcomes based onindustry benchmarks.Outcome projections settargets for benchmarks andleading indicators ofmarketing performance.Reach. Frequency. Impact Goals.
    15. 15. Optimized Execution: DeliverablesCREATIVELINKED TO BRANDOBJECTIVES & LIFECYCLEEFFECTIVEMANAGEMENT OFINVESTMENTCONTINUOUSIMPROVEMENT
    16. 16. Optimized ExecutionCreative
    17. 17. Case: Optimized ExecutionResult: 4,000 variations delivering against 140 micro-targets.
    18. 18. Case: Optimized ExecutionBefore Syncapse Approach After Syncapse ApproachResult: 50%+ Increase in Media Efficiency.
    19. 19. Informed Marketing Measurement: DeliverablesGREAT DASHBOARDSIMPLIFIES PERSPECTIVEON SUCCESSEXPAND KNOWLEDGEOF THE CONSUMERHIGH QUALITYREPORTING- TEMPLATED ANDAFFORDABLE
    20. 20. Ad DashboardWhat we track: Reach, Frequency & ActionsReal time actionable results
    21. 21. Performance DashboardTO UNDERSTAND:The impact and effectiveness ofPaid and Owned content andimprove results in real time
    22. 22. Key Consumer LearningMASSbroadcasting, learning derivedfrom overall responseSEGMENTEDclusters, learning derived from surveys,models and segment responseINDIVIDUALpersonalized, learning derivedfrom individual interactionResult: Segmented Customer InsightMass Learning:Friends of fans highlyresponsive andrepresented 56% ofnew fans.Segmented Learning:English speaking Women,Ages 55 - 65, were themost engaged segmentwith an Action Rate of124%.Individual Learning:Those with shoppingbehaviours were the mostcostly.
    23. 23. Marketing ROI & Attribution
    24. 24. OBJECTIVE DESIRED RESULTRelevant Cost-EffectiveReach & FrequencyReach the Right PeopleAwareness, Recall, TrialFind New Customers,Increase Spend of Customers
    25. 25. Results: Q4 LancômeTOTAL IMPRESSIONS(PAID & EARNED)181,409,962EST. AVERAGE FREQUENCY5+$48,000MEDIA INVESTMENT
    26. 26. Results: Earned Media | 2012 Biggest PictureLANCÔME$65KTOTAL L’OREALCANADA$1.4M+
    27. 27. Lancôme Canada Fan GrowthFan Growth78kfansSeptember 1, 2012145kfansDecember 31, 201253%Growth
    28. 28. Why Fans Matter
    29. 29. How Lancôme Compares$227$144$128$159$122$202$107$199$87$128$89$98$85$79$101$100AVERAGE SPEND $ MEAN (INCLUDING 0)FANNON-FAN
    30. 30. Advice onSuccess
    31. 31. JANUARY30APRIL30Getting started
    32. 32. MARIE JOSÉE LAMOTHECHIEF MARKETING OFFICERL’ORÉAL CANADA@MJLamotheMICHAEL SCISSONSFOUNDER & CEOSYNCAPSE@ScissonsThank-You

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