expect great answers
InnoCos 2013: Day 2
Sourabh Sharma | SKIM
@skimgroup
@sssourabh
#innocos
… and much more
3
Blog
• sssourabh.com
• Facebook Page
Professional
• LinkedIn
• Carbonmade Portfolio
Social
• Facebook
• Twitter
• Google...
4
“My brand is on
every social
network. What
next?”
“What do I do
with social media
research? What
makes it
actionable?”
“...
5
volume
6
All Shakespeare heroes
are true heroes...
Yet, they always have one
feature, which is both their
rise, and when in
exces...
… but despite our love for it, Shakespeare’s era is somewhat over. We are in
a delicious world of
big data
7
freely (publically) available
8
spontaneous
real-time
consumer understanding
unprompted
trackable
listen to your
consumers
sometimes without even asking questions
9
10
Classic Research
Social Media
Monitoring
Social Media Research
1. Formulate
objective and
topic
2. Publically
available...
skin care
By 2014, skin care will
increase its already sizeable
lead in the beauty market to
reach $91 billion
11
May through
July 2013
55,000+ results of
skincare
conversations on
social media
12
platforms of conversation
13
1%
5%
6%
11%
13%
13%
20%
22%
Other Social Networks
Video
Twitter
Reviews and Ratings
Blogs
Fa...
skin problems
21%
14%
8%
3% 2% 2% 2% 2%
14
41%
6% 6%
2% 2% 2% 2% 1% 1% 1%
15
products
creams
12%
5%
3% 3% 2%
1% 1% 1% 1% 1%
16
17
18
LoveHate
Dislike Like
IncreasingPassion
Increasing Positivity of Sentiment
Sentiment:
Continuum of negative to
positive...
19
IncreasingPassion
Increasing Positivity of Sentiment
Sentiment:
Continuum of negative to
positive perceptions/sentiment...
20
Clinique mild exfoliating lotion is exceptionally good. It contains
salicylic acid which clears out the pores but it's ...
21
Lancome Nutrix Royal 1.5 oz Reviews - Pure Moisture
Wow my skin was really thirsty. Since I trust the brand I tried thi...
What exactly does “normal” to
dark skin mean? So dark skin
isn’t normal?
Tumblr July 2013
22
Sketches Video feedback: how ...
I ordered this Garnier bb cream…
once you take it out of the box, it’s
clearly not the same shade as
the picture at all, i...
24
BeautyStores
GroceryStores
ClothingStores
Sephora
Pharmacies
primary stores for brands
Positive
Neutral
Negative
moisturizer preference
25
Increasingvolumeof
conversation
26
Competence
Agreeableness
Classy
Confidence
Conscientiousness
Creativity
Energetic
Sociability
Sexy
Funny
Fashionable
27
In...
Competence
Agreeableness
Classy
Confidence
Conscientiousness
Creativity
Energetic
Sociability
Sexy
Funny
Fashionable
28
In...
“It is one of the
commonest mistakes to
consider that the limit of
our power of perception
is also the limit of all
there ...
What did we learn in 2 months (or the past few
minutes) from 55,000+ conversations?
1. Skin care is most talked about on c...
listen to your
consumers
sometimes without even asking questions
31
Social media is actionable
32
Concept
generation
Measure
campaign
effectiveness
Get inspired
for campaign
material
Brand a...
expect great answers
33
@skimgroup
@sssourabh
#innocos
Sourabh Sharma
s.sharma@skimgroup.com
@sssourabh
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Social media in the skincare and beauty world

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On July 11 2013, I was chiarman at the innovation in cosmetics (InnoCos) conference in New York, and spoke about how to use social media to gauge the market's reactions towards a plethora of skincare and beauty brands. Consequential strategies can be more current, honest, real-time and formulate a stronger understanding of your consumers.

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  • Transcript of "Social media in the skincare and beauty world"

    1. 1. expect great answers InnoCos 2013: Day 2 Sourabh Sharma | SKIM @skimgroup @sssourabh #innocos
    2. 2. … and much more
    3. 3. 3 Blog • sssourabh.com • Facebook Page Professional • LinkedIn • Carbonmade Portfolio Social • Facebook • Twitter • Google+ • Lookbook Photo / Video • Pinterest • Instagram • Vine • Tumblr • Flickr • Gentlemint • Dudepins Ideas • Formspring • Stumbleupon s s s o u r a b h
    4. 4. 4 “My brand is on every social network. What next?” “What do I do with social media research? What makes it actionable?” “How can I use social media to help with my current marketing and research activities?”
    5. 5. 5 volume
    6. 6. 6 All Shakespeare heroes are true heroes... Yet, they always have one feature, which is both their rise, and when in excess, their downfall.
    7. 7. … but despite our love for it, Shakespeare’s era is somewhat over. We are in a delicious world of big data 7
    8. 8. freely (publically) available 8 spontaneous real-time consumer understanding unprompted trackable
    9. 9. listen to your consumers sometimes without even asking questions 9
    10. 10. 10 Classic Research Social Media Monitoring Social Media Research 1. Formulate objective and topic 2. Publically available internet scanning and listening 3. Data Collection, coding, s orting 4. Analyze and strategize ResearchMethod
    11. 11. skin care By 2014, skin care will increase its already sizeable lead in the beauty market to reach $91 billion 11
    12. 12. May through July 2013 55,000+ results of skincare conversations on social media 12
    13. 13. platforms of conversation 13 1% 5% 6% 11% 13% 13% 20% 22% Other Social Networks Video Twitter Reviews and Ratings Blogs Facebook Tumblr Forums /…
    14. 14. skin problems 21% 14% 8% 3% 2% 2% 2% 2% 14
    15. 15. 41% 6% 6% 2% 2% 2% 2% 1% 1% 1% 15 products
    16. 16. creams 12% 5% 3% 3% 2% 1% 1% 1% 1% 1% 16
    17. 17. 17
    18. 18. 18 LoveHate Dislike Like IncreasingPassion Increasing Positivity of Sentiment Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme
    19. 19. 19 IncreasingPassion Increasing Positivity of Sentiment Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme Size of bubble: Volume of conversation
    20. 20. 20 Clinique mild exfoliating lotion is exceptionally good. It contains salicylic acid which clears out the pores but it's mild enough to use every day. It is my miracle product. Community June 2013 I'm 47 and have been using Clinique since junior year in HS...some 30 years! People always tell me I look at least 10 years younger. I owe it to Clinique and their Dramatically Different lotion ... :) Thanks Clinique! Facebook June 2013 Clinique - my fav :).... last year i try clinique and i got hooked up on it now i cant live with out it Facebook June 2013 Hate Love Dislike Like
    21. 21. 21 Lancome Nutrix Royal 1.5 oz Reviews - Pure Moisture Wow my skin was really thirsty. Since I trust the brand I tried this cream and let me say my skin is now glowing, soft and radiant. Reviews and Ratings May 2013 I love learning about what is important to have in our skincare. I love Lancome, but its like wayyyyyy out of my price range. Facebook June 2013 Hate Love Dislike Like
    22. 22. What exactly does “normal” to dark skin mean? So dark skin isn’t normal? Tumblr July 2013 22 Sketches Video feedback: how is it "real beauty" if these women still have makeup and dove moisturizers and **** on them... don't be fooled people! YouTube June 2013 Why does it leave my hands with blotch's between the finger's, I loved using DOVE but this one I don't think I will use again... Facebook June 2013 Hate Love Dislike Like
    23. 23. I ordered this Garnier bb cream… once you take it out of the box, it’s clearly not the same shade as the picture at all, it’s even darker than the other bb creams I have! Tumblr July 2013 23 Garnier Skincare Ultra-lift Anti-wrinkle Eye Roller, 0.5-Fluid Ounce - I have almost used this product up. I have not seen a noticeable difference in eye wrinkles, but I only use it once a day because it causes me 2 side effects. 1. It is very irritating when it leaks into your eyes. I have oily skin and my creams and lotions tend to migrate into my eyes after several hours. So I use it at night only for this reason. 2. It is giving me milia around my eyes. I like the roller ball application, but I will be searching for new eye cream. Reviews and Ratings May 2013 Has anyone had problems with the Garnier BB cream? It has alcohol in it Community June 2013 Hate Love Dislike Like
    24. 24. 24 BeautyStores GroceryStores ClothingStores Sephora Pharmacies primary stores for brands
    25. 25. Positive Neutral Negative moisturizer preference 25 Increasingvolumeof conversation
    26. 26. 26
    27. 27. Competence Agreeableness Classy Confidence Conscientiousness Creativity Energetic Sociability Sexy Funny Fashionable 27 Increasingimportance importance of attributes
    28. 28. Competence Agreeableness Classy Confidence Conscientiousness Creativity Energetic Sociability Sexy Funny Fashionable 28 Increasingimportance Increasing volume of conversation Strength Weakness Neutral (perceived) brand identity map
    29. 29. “It is one of the commonest mistakes to consider that the limit of our power of perception is also the limit of all there is to perceive” 29
    30. 30. What did we learn in 2 months (or the past few minutes) from 55,000+ conversations? 1. Skin care is most talked about on communities/forums and tumblr 2. Consumers talk about general skin problems, complexion and acne 3. They most seek moisturizer and use BB cream, and Clinique and Olay are perceived most positively for moisturizers 4. Most brands are purchased in pharmacies, followed by Sephora 5. In terms of skincare, consumers seek products that showcase competence, agreeableness and are classy, and do not care as much for fashionable, funny or sexy products 6. Understand the skincare competitive landscape: Every brand has a market position in terms of appeal, and each brand perceived strengths and development areas 30
    31. 31. listen to your consumers sometimes without even asking questions 31
    32. 32. Social media is actionable 32 Concept generation Measure campaign effectiveness Get inspired for campaign material Brand and competitive perceptions Identify market needs Product development ideas Uncover ideas for the next innovation Claims creation and evaluation
    33. 33. expect great answers 33 @skimgroup @sssourabh #innocos Sourabh Sharma s.sharma@skimgroup.com @sssourabh

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