Ross Glick, CEO, iNDELIBLE

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ULTIMATE EXPERIENCE COMMERCE: EXPLORING THE CRITICAL
RELATIONSHIP BETWEEN VIDEO-RICH CONTENT AND SOCIAL MEDIA
ACTIVATION IN THE BEAUTY INDUSTRY
Just over a decade ago, online commerce was simply a digital version
of print. Mainly due to bandwidth constraints, the online experience
wasn’t much more than a slightly cleaner catalogue. Now much of that
has changed, with the emergence of digital video as a way of providing
a much richer, deeper online shopping experience for beauty and
cosmetics customers.
Today “experience commerce,” a fusion of brand marketing and product
merchandising that enables visitors to access an entertaining online
social shopping experience, serves as a portal to products they might
like to buy, and is fundamentally changing the way people shop and
experience cosmetics brands online.
But that’s only half the picture. To ensure the potency of an experience
commerce initiative, social media activation must be employed. In a
workshop seminar designed to actively engage attendees on the issues
and possibilities related to building beauty brands through video-rich
experience commerce via social media activation, Glick will helm a
session that includes dynamic audience involvement and covers:
• Developing and delivering timely and engaging video content to
your cosmetics customers
• Activating existing online beauty campaigns in a cost and time
efficient manner
• Reaching even broader media for your business and creating brand
awareness through video content
• Effectively using video to demonstrate beauty products through
the three main highways of social media activation – what we like
to call the ‘triad of digital distribution’ - .com, Social and Mobile

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  • ross, you are brilliant. please call or email me at your earliest convenience. 718.644.6500 or email me at wole.mo.fayemi!gmail.com. look forward to catching up with you after all these years.

    FLAME ON:= ' 30 Second Animated Logo '

    http://www.new.myspace.com/i_am_motorious
    @i_am_motorious
    http://www.pinterest.com/themotoriousone

    give my best to adam paskow, dmitri falk and jimmy raskin.
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Ross Glick, CEO, iNDELIBLE

  1. 1. PLAYING WITH MATCHES…
@iNDELIBLEmedia

 
 


 



@RossGlick

  2. 2. WE WILL COVER…•  The New Relationship•  If You’re Just Getting Started•  Factoids•  The Anatomy of a Social Campaign•  Key Performance Indicators•  So How Do We Measure?•  The Social Media Platform•  Owned Media•  Paid Media•  Earned Media•  Future Relevance of Social Media•  How Social Media Media Found Me
  3. 3. ONCE UPON A TIME…
  4. 4. THE PROGRESSION
  5. 5. NOW…
  6. 6. THE NEW RELATIONSHIPThe social media wildfire has enchanted, baffled, and disturbed businesses,marketers and consumers alike.A Brand is no longer what it tells its consumer it is, it’s what consumers tell consumers it is.The master/servant relationship has now become peer to peer.A healthy social media venture may include:•  Having a dedicated social team or individual capable of handling the workload of your brand in social media•  Establishing your foundation with the proper education, research, and social networking policy.•  Maintaining a collective voice for your social media endeavors•  Understanding that Social Media is Alchemy or that it’s a combination of Magic and Science; trust your instincts when speaking to your audience online
  7. 7. IF YOU’RE JUST GETTING STARTED•  Define your narrative•  Position for high levels of engagement•  Make your video widely accessible to facilitate amplification•  Connect passion with interest•  Discern between awareness and direct selling/promoting
  8. 8. AND… SOME MORE FACTS & FIGURES•  Online video viewers will reach 169.3 million in 2012•  More than 63% of US adults look at online video content WHILE watching traditional TV•  Video ads saw another record-breaking month with nearly 9.5 billion views, representing 1 in 5 videos viewed online in April•  Four out of five internet users consume online video in a given month and the number of Americans who watch online video in an average day has increased 30% in the past year•  Beauty and fashion channels have some of the most subscribers on their channels: –  Michelle Phan – 1,980,477 subscribers –  Bubzbeauty – 1,047,758 subscribers•  More than 200 million people in Europe watched an average of 20 hours of online video every month•  46% of online video viewers are likely to seek out participating brands during their experience.•  51% of online video viewers (ages 18-44) say that if they watch a video online that mentions a brand, they will look that brand up•  Conversely 58% of these users who follow brands on social media will check out a video posted by a brand they follow.
  9. 9. THE ANATOMY OF A SOCIAL CAMPAIGN:Social Media Campaign Structure: The Basic Questions –  Connect and Find your consumer –  Creative Content –  Excite –  Launch –  Listen –  React –  Measure –  Optimize
  10. 10. KEY PERFORMANCE INDICATORSKPI’s are similar to the gauges in your car with GPS-like tendencies.Types of Key Performance Indicators or KPI’s –  Blog Mentions, 3rd Party Placements and CT’s –  Facebook “Likes” –  Facebook Shares –  Twitter retweets –  Impressions
  11. 11. SO HOW DO WE MEASURE?
  12. 12. THE SOCIAL MEDIA PLATFORM
  13. 13. OWNED MEDIAChannels in social media which you own and register as a brand•  Email Database•  Social Channels –  Pinterest –  Twitter –  Tumblr –  Facebook –  Instagram•  Website
  14. 14. PAID MEDIAPaid media cannot stand alone. Today’s Trans-media Distribution Systems requirePaid Media to be harmonized with all other communication activities.Examples of Paid Media in social are listed below: –  Paid Content Partners –  Display Advertising –  Sponsorships –  SEM
  15. 15. EARNED MEDIA•  Is the result of public & media relations efforts to gain coverage in publications – on and offline without having to advertise.
  16. 16. FUTURE RELEVANCE OF SOCIAL MEDIA•  Staying Mobile•  Staying Niche•  Staying Meaningful
  17. 17. PLAYING WITH MATCHES…BEFORE DATA AND ANALYTICS EXISTEDMAC Cosmetics, a company that attacks the boundaries of fashion, art, film,music, is a pioneer in cause marketing and does NOT do Paid Media.Despite MAC Cosmetics’ exponential growth worldwide, they were a little tardyin the lip-primer category – a HUGE category in the beauty industry.In 2006, MAC Cosmetics struck a match and started a social media firestorm.
  18. 18. 
@iNDELIBLEmedia


@RossGlick


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