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Beautyheaven digital seminar
 

Beautyheaven digital seminar

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Valentina Borbone of Zuni Digital Agency began by asking participants to question how engaged their brand was in light of the recent statistic that seven in 10 marketers have little understanding of ...

Valentina Borbone of Zuni Digital Agency began by asking participants to question how engaged their brand was in light of the recent statistic that seven in 10 marketers have little understanding of the social media conversations surrounding their brands.

The statistics revealed included 184 million people are now blogging worldwide and 57 per cent of Australians publish their opinions online. Over 85 per cent of Australians read other consumers’ opinions online, specifically about products, services or brands and 57 per cent have watched an online video to support a purchase decision.

In the consumer trust stakes, recommendations from other consumers come at the top of the results, with a staggering 78 per cent - above newspapers, brand websites and magazines.

The customer journey and digital touch points were explained along with some successful digital case studies specific to beauty and an overview of how to leverage some of the online tools available to best engage and reward the audience.

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  • Hi Val great presso - One social media campaign that I didn't mentioned which is worth sharing was the campaign for Jimmy Choo in the UK - they used Foursquare checkins around the city - checkin to get a free pair of JC's- they pushed the of where they'll be next through their Facebook fan page- the campaign went nuts - great use of social media. :)
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  • You might not have a social media presence, but at the very least, you should be listening to conversations about your brand.And if you do have a social presence, then you ought to be monitoring those posts – as the ACCC just made their first social media ruling that the brand is responsible for posts which are inaccurate, misleading or deceptive. They ruled that if the brand knew the posts where there (determined by duration of the posts on the social sites), then they became the publishers of those posts.
  • Manufacturers are playing within 2-3 spaces only at most
  • So where does Beautyheaven fit into the customer journey? As you can see, every step of the way.
  • So I introduce to you the concept of the Person Like Me, from the Edelman Trust Barometer – a global opinion leaders study. Whilst the study was conducted in 2006, it was tracking relationships for the last 6 years before this report was published – that means through the creation & boom of YouTube, Bebo, Facebook & Twitter. In fact, you don’t even have to be like me – you just have to have an informed opinion about a subject that’s relevant to me and I’ll trust you more than anyone else in cyber space.
  • They all have a reasonable presence, but they are very same-same. Sorry Napoleon Perdis, you were my least favourite out of everyone yet the one I expected most from. You see, Dove may have relaunched to their 349k followers, though have received just 4 comments to their most recent poll. It’s a fail because, well, it’s boring. “How will you take care of yourself in 2011”. It sounds like a Miss Universe Pageant. Its brands wanting to engage about themselves and what’s useful to the brand – that’s enough about me, now let’s talk about what you think about me.
  • Who’s doing it best? Covergirl. Their twitter feed is a CONVERSATION with their audience not just a broadcast channel. Every direct post is responded to. If the Covergirl brand targets teenagers, but Twitter’s average user is 35 years+, Covergirl are doing a brilliant job of building their 22,000 followers. Their Facebook page is updated constantly with a variety of content – generating approximately 750+ likes for most posts – not just make up related, but everything glamour, beautiful, easy-breezy Covergirl. 723k friends puts them well ahead of any of the major competition, including Revlon & L’Oreal. Just look at one of their recent polls – now here’s a talking point - If you had to choose between going an entire year without wearing makeup or an entire year without using any hair styling products (shampoo/conditioner are musts!) which would you choose? I don’t spend a lot of time on either but found myself struggling to answer the poll!
  • Using tools that actually engageCustomers snap a digital self-portrait using the mirror's camera. They can then scan a product's barcode to see it 'applied' to their self-portrait, using the system's touchscreen interface to select different colours or get recommendations for shades or products that match their skin tone or eye colour.
  • I’m yet to be convinced that you need a tub of new lip balm every month, – however, this UK based company is offering just that for 5 pounds a month. The subscription based model is becoming very popular – you can buy anything from t-shirts, cosmetics & handpicked shoes, to razor blades, baked goods & greeting cards. For USD 10 per month or USD 110 per year, Brooklyn-based Birchbox sends subscribers an attractive pink box filled with four to five hand-picked luxe beauty samples each month. Monthly subscribers are also given points each month, while those with a yearly subscription are granted 100 points upfront. When subscribers find a sample they like, they can purchase a full-sized version on the Birchbox site, with a discount of USD 10 for every 100 Birchbox points they've earned. Additional points are awarded for referring friends and buying products.
  • larger organisations have not unlocked its full potential, and still use the medium to inform customers and market their products using traditional methods, rather than engaging in this new form of marketing. Lush - Even if it’s not such good news. Each tweet is an individual response to a tweet of concern or account query.
  • It’s a web presence, not a website – including all your platforms and forums
  • Even if you don’t sell yourself, point customers into the direction of your retailers. If you do have a retailer, use them – give them specials, offers, something that makes them stand out.
  • If you’re not doing it in seo, stop right there and get seo right, don’t do anything else. Spreading as many links as they can through social media sites, but doing so in a way that adds content. Whether it’s showing off a discount, or a new blog post, it is crucial to make sure those links are getting out there.The links used on Facebook and Twitter drive up these rankings. Google knows how to define actual accounts, they have their own algorithms for looking at the ratio of followers to following in Twitter, etc.Webmaster Tools - check out what’s happening to your content in the ecosystem, because it will tell you who’s picked up your content, who’s sharing it, and so on.”
  • We’ve helped a range of clients pull together frameworks for digital touchpoint management, and then work with them on a monthly basis to measure and improve on itThink about the content - as per the examples shown, make sure you’ve got exciting, compelling and interesting engagement - not just bland same old same oldCheck out Foxtel’s 100 days of Summer campaign – it’s a great example of what’s possible in the social space 

Beautyheaven digital seminar Beautyheaven digital seminar Presentation Transcript

  • The Digital Make Up for Beauty
    How digital is used in the beauty industry
    • Develop strategies which determine the best role that the digital channels can play in achieving business objectives
    • Implement, manage, improve and optimise those strategies
    • Campaigns, social media, websites, mobile, eCRM, promotions, competitions, search etc.
    What We Do
  • Why Social Media
    The Good, the Bad and the Ugly
    Top Tips for 2011
    How Consumers Use Digital to buy your Products
  • Why Social Media
  • Social Media Landscape
    • The average American internet user watches 30 minutes of video online per day (comScore)
    • 22% of Fortune 500 companies now have a public-facing blog that has at least one post in the past 12 months
    • Social networking site usage grew 88% among internet users aged 55-64 years (April 09 – April 10) (Pew Research)
    • The change in social media use for baby boomers rose from 9% in Dec 08 to 43% in Dec 10 (Marketingcharts.com.au via David Erickson)
    • 50% of women in the US followed or were fans of a company’s social media profile as of April 2010 - driven through friend recommendations and coupon promotions.
    • The blogosphere is becoming increasingly participatory, now 184m bloggers world-wide
  • Social Media Landscape
    • 57% of Australians publish their opinions online
    • 41% publish their opinions specifically about products, services or brands
    • 29% have posted a review of a product or service online
    • 29% have discussed products with outer people online on a forum, blog or website
    • 86% read other consumers opinions online, specifically about products, services or brands
    • 57% watched an online video to support a purchase decision
  • Consumer Trust
    Nielsen Social Media Report 2009
  • Twitter
    • 175 million registered users
    • Since April 2010, 62% increase in mobile use of platform
    • 100 million tweets in last 12 months
    • 82% of users now provide a profile (33% in 2009)
    • 73% provide a location (44% in 2009)
    • 80.6% made fewer than 500 tweets
    • 22.5% account for approx 90% of activity
  • Facebook
    • Over 500 million users globally
    • 75% of Brand “Likes” come from advertisements (Mashable)
    • More than 250m people use Facebook Connect every month
    • Uni aged people (18-24 yrs) made up fastest growing segment of users in 2010
    • Even Mark, sister brand to Avon has a Facebook presence
  • Who’s Blogging?
    You can’t ignore the blogger either:
    Elin Kling is a well-known fashion blogger who has been covering Sweden's fashion scene since 2007.
    She’s recently teamed up with clothing retailer H&M to launch a co-branded fashion line (Feb 2011)
  • Preferred Method of Online Communication
  • How Consumers Use Digital to buy your Products
  • The customer journey & digital touch points – the role of online
    Awareness
    First Looking
    Closer to Buying
    Final Purchase Decision
    Loyalty & Engagement
    • General Internet Usage
    • Spaces
    • Search Engines
    • Online Reviews
    • Beauty Sites
    • Search Engines
    • Product Reviews (professional / amateur)
    • Forums (detailed pros & cons)
    • Manufacturer Website
    • Online Retailers (pricing)
    • Search Engines
    • Online Retailers
    • Offline Retailers
    • Social Media Sites
    • Beauty Sites
  • The customer journey & digital touch points – the role of online
    Awareness
    First Looking
    Closer to Buying
    Final Purchase Decision
    Loyalty & Engagement
    • General Internet Usage
    • Social Media Spaces
    • Search Engines
    • Online Reviews
    • Beauty Sites
    • Search Engines
    • Product Reviews (professional / amateur)
    • Forums (detailed pros & cons)
    • Manufacturer Website
    • Online Retailers (pricing)
    • Search Engines
    • Online Retailers
    • Offline Retailers
    • Social Media Sites
    • Beauty Sites
    • Online Retailers
    • Forums
  • Person Like Me
    A 2006 Edelman Study revealed that trust in a "person like me” increased more than 300 percent.
    “Friends and family” and “colleagues” rank as two of the three most credible sources for information about a company, just behind articles in magazines.
    A "person like me" doesn't have to be anything like "me”, at least, not demographically. That person just has to share a similar interest or experience, they become an ally and advisor by virtue of having a seemingly independent, informed opinion about a subject that is relevant to me.
    Beautyheaven has 140,000+ unique visitors
    who are just like me
  • An Edelman Example
    The Dove campaign is one example. They used average women as models, took them to the media, and let them do the talking.
    They allowed the message to be about real people, delivered by real people. You identified with the women.
    That was “people like me” at its best.
  • The Good, The Bad and the Ugly
  • Augmented Reality from Shisheido – a virtual mirror
  • Subscription-models
  • Top Tips for 2011
  • Give them the tools
    As shoppers discover new products and reflect on their purchases, they are increasingly sharing their thoughts with their social networks and influencing perception among their peer groups.
    When Juicy Couture added social sharing features and consumer product recommendations their product purchase conversion rates increased 160%.
  • Listen & Speak
    Engage your target consumers through your social marketing strategy to facilitate discussion with, and among, that target.
    IT’S A CONVERSATION, NOT A PASSIVE MAGAZINE.
    Leverage constructive feedback to both improve your products and services, as well as the perception of your brand among influential social channels.
  • Leverage the Foundations You’ve Already Set
    Use the social platforms you’ve created to extend the relationship: egMarc Jacobs live streaming fashion week shows via their websites, smartphones & iPad
    Reward consumers who check into stores using FourSquare and who unlock the Fashion Victim badge
    Tweets using the hashtag will be displayed on screen in real-time
    Facebook Connect displays a show video player where users “like” & comment.
  • Web Sales
    Add something new: add-on features such as gift-wrapping /gift cards, delivery address –v- billing address etc
    Small retailers: put in handwritten notes thanking the customer
    Make it pretty – use great quality imagery / photography to capture the attention of a product you can’t touch
  • SEO – Keep it Simple
    The more links, or “doorways”, into your site, the more opportunities people have to visit it.
    Got Google Webmaster Tools? Get it! - the interface gives plenty of information you can’t get from Google Analytics.
  • Mobilise
    People are viewing websites more and more on portable devices rather than a desktop
    Use apps appropriately - they can be sub-par if not given the correct amount of time and resources
    Geo-targeting your consumers with great offers, relevant to them when they’re out and about
  • If you only do one thing, then plan!
    Have a plan for dealing with social media
    Create a strategy that ties your digital touch points together
    Plan for day to day content management – responding, redirecting, adding & engaging
    Crisis management
    Activation & Campaigns
  • THANK YOU
    Valentina Borbone
    Client Relationship Director
    ZUNI
    valentina.borbone@zuni.com.au
    Ph: 02 9516 5480