WHEN	  “LIKES”	  AREN’T	  ENOUGH:	  	  L’ORÉAL’S	  EVOLUTION	  TO	  SOCIAL	  PERFORMANCE	  MANAGEMENT.	                   ...
 	                                                                 	                                                      ...
3	  
NUMBER	  OF	  FANS,	  FOLLOWERS	  AND	  ‘LIKES’	  ARE	  NO	  LONGER	  AN	   INDICATION	  OF	  A	  BRAND’S	  	  SOCIAL	  PR...
VISION:	  THE	  BEAUTY	           Brands	  must	  idenLfy	  and	  track	  the	  metrics	  that	  uncover	                p...
REASONS	  TO	  BELIEVE	    THE	  ABILITY	  TO	  CREATE	  MORE	  MEANINGFUL	  AND	  ENGAGING	    CONNECTIONS	  -­‐	  REACHI...
REALITY:	  THE	  GEEK	        FOR	  MOST	  BRANDS,	  SOCIAL	  MEDIA	  IS	  STILL	  IN	  THE	        EXPERIMENTAL	  STAGE,	...
THE	  PATH	  TO	  	         PERFORMANCE.	                                                                    REAL-­‐TIME	 ...
COLLABORATION	  INSIGHTS	  VALUE	  	                      9	  
UNDERSTANDING	  SOCIAL	  PERFORMANCE.	  	                                        Product	  Spending	                      ...
BUILDING	  A	  NEW	  FOUNDATION	  TO	  MANAGE	  THE	  INTERSECTION	  OF	  PAID,	  OWNED	  &	  EARNED	  	                  ...
BRAND	  DECISION-­‐MAKING	            CREATIVE	        MESSAGING	            MARKET	     CORPORATE	  CENTRALIZED	  DECISIO...
 	  IT	  IS	  CRITICAL	  THAT	  BRANDS	  HAVE	  VISIBILITY	  INTO	  THE	  PERFORMANCE	  OF	  THEIR	  GROWING	  SOCIAL	  PR...
THANK	  YOU.	  	                          14	  
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When “Likes” Aren’t Enough: L’Oreal's Evolution To Social Performance Management

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When “Likes” Aren’t Enough: L’Oreal's Evolution To Social Performance Management

  1. WHEN  “LIKES”  AREN’T  ENOUGH:    L’ORÉAL’S  EVOLUTION  TO  SOCIAL  PERFORMANCE  MANAGEMENT.   1  
  2.         MARIE  JOSÉE  LAMOTHE   MICHAEL  SCISSONS      CHIEF  MARKETING  OFFICER   FOUNDER  &  CEO     L’ORÉAL  CANADA   SYNCAPSE     @MJLamothe   @Scissons   2  
  3. 3  
  4. NUMBER  OF  FANS,  FOLLOWERS  AND  ‘LIKES’  ARE  NO  LONGER  AN   INDICATION  OF  A  BRAND’S    SOCIAL  PRESENCE  OR  STRENGTH.     “.  .  .  CEOs  believe  their  marketers  .  .  .  focus  too  much  on  parameters  such   as  likes,  tweets,  feeds  or  followers  —  parameters  they  can’t  prove   generate  more  business-­‐quanBfiable  customer  demand  for  products  and   services.”*     * Fournaise 2012 4  
  5. VISION:  THE  BEAUTY   Brands  must  idenLfy  and  track  the  metrics  that  uncover   performance  and  tangible  business  results.   FROM   TO   A  fragmented  and  annually-­‐ Establishing  a  complete  view   based  markeLng  plan  with   of  brand  presence  while   paid/owned/earned  data   creaLng  relevant  customer   stored  and  managed  across  a   connecLons  that  result  in   wide  range  of  pla[orms.     increased  sales  and  loyalty.   5  
  6. REASONS  TO  BELIEVE   THE  ABILITY  TO  CREATE  MORE  MEANINGFUL  AND  ENGAGING   CONNECTIONS  -­‐  REACHING  CONSUMERS  AT  THE  RIGHT  PLACE,  AT   THE  RIGHT  TIME,  WITH  THE  RIGHT  MESSAGE.   UNCOVERING  REAL-­‐TIME  CORRELATIONS  IN  ORDER  TO  EVALUATE   IMPACT  ON  BRAND  HEALTH  MEASURES   CLOSING  THE  MARKETING  LOOP  THROUGH  THE  INTERSECTION  OF   PAID,  EARNED  AND  OWNED  MEDIA   6  
  7. REALITY:  THE  GEEK   FOR  MOST  BRANDS,  SOCIAL  MEDIA  IS  STILL  IN  THE   EXPERIMENTAL  STAGE,  STARTING  ORGANICALLY  AND  SLOWLY   PROLIFERATING  INTO  CORE  BUSINESS  OPERATIONS.     MORE  TECHNOLOGY  EXISTS  THAN  MARKETERS  CAN   UNDERSTAND,  SCALE  AND  IMPLEMENT.       OVERALL  PROCESSES  ARE  CRITICAL  YET  LACKING.     NO  CLEAR  DEFINITION  AMONG  INTERNAL  ‘OWNERS’  OF   SOCIAL  -­‐  ORGANIZATIONAL  DESIGN  IS  KEY  FOR  SUCCESS.     7  
  8. THE  PATH  TO     PERFORMANCE.   REAL-­‐TIME  PAID   EARNED  &  OWNED   INTELLIGENCE     ADVANCED   ANALYTICS  &   INSIGHTS     SOCIAL     MEASUREMENT  SOCIAL  CONTENT  MANAGEMENT,  PUBLISHING  &  WORKFLOW       8  
  9. COLLABORATION  INSIGHTS  VALUE     9  
  10. UNDERSTANDING  SOCIAL  PERFORMANCE.     Product  Spending   Customer  Loyalty   Brand  Advocacy   Brand  Affinity   +   Media  Value   =   Fan  Value   10  
  11. BUILDING  A  NEW  FOUNDATION  TO  MANAGE  THE  INTERSECTION  OF  PAID,  OWNED  &  EARNED     11  
  12. BRAND  DECISION-­‐MAKING   CREATIVE   MESSAGING   MARKET   CORPORATE  CENTRALIZED  DECISION-­‐MAKING   MEASUREMENT   TECHNOLOGY   BENCHMARKING   12  
  13.    IT  IS  CRITICAL  THAT  BRANDS  HAVE  VISIBILITY  INTO  THE  PERFORMANCE  OF  THEIR  GROWING  SOCIAL  PRESENCE  BEYOND  ‘THE  LIKE’      BRANDS  MUST  WORK  AGAINST  A  MATURATION  TRAJECTORY,  A  PATH  TO  PERFORMANCE,  A  JOURNEY  TO  SUCCESS.       DOING  THIS  WELL  RESULTS  IN  AN  EDGE  FOR  BRANDS  TO   ENGAGE  WITH  THEIR  MOST  VALUABLE  CUSTOMERS  &   PROSPECTS,    STRENGTHENING  BRAND  EQUITY     AND  CUSTOMER  LIFETIME  VALUE.   13  
  14. THANK  YOU.     14  

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