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