2. TEXTUREMEDIA
2.7M
Unique visitors a month
25M
Unique visits in 2013
500K+ Loyal email subs
$1B+
Spend annually on hair
care products
Source: Google Analytics
THE LARGEST SOCIAL PLATFORM THAT ACTIVELY EMPOWERS AND ENGAGES A
DIVERSE COMMUNITY OF FEMALE INFLUENCERS IN HAIR CARE
3. TEXTUREMEDIA
2.75M
Average FB Post Reach
11M+ MONTHLY INFLUENCER REACH
200
Pieces of content
8M
Emails sent
4.5M
YouTube
Source: Facebook, YouTube, Instagram
1.1M
Instagram
4. 1998 – 1 Little v-Bulletin Forum "
NaturallyCurly.com Launched a Movement
• 2 curly journalists
• Multiple mimosas
• One 12-year-old web
designer
• $300 investment
• 1 big idea
• Passion/”Concern”
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
1980s curly
“helmet” hair
5. 2014 – Forum & App
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
8. 2014 – Stylist Community
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
9. 2014 – Life & Hair Blog
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
10. So, how did we go from there…
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
11. MEDIA & COMMERCE$
MARKET INSIGHTS & DATA$
Social, mobile, video, email, photo, Q&A, sampling
30,000+ UGC product review database
Consumer data & market insights
{
{
… to here?
12. Top 5 Forum Insights "
That Changed Our Business
“Worry about content… content is king… unless
your content is engaging, there’s no community
to monetize on.”
#ForumCon — Caroline Abellar (@thinkcaroline)
June 13, 2013
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
13. 1. Stay true to the community language
Even if the market doesn’t consider it, it
eventually will.
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
14. “Every organization willing to radically reconceive itself for
the Web should look at NaturallyCurly.com”
--April 2010 NY Times Sunday Magazine
I$get$it!$
I$don’t$get$it?$
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
15. Our language = hair type
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
21. 2. Give community tools to "
create beyond the forum "
Create more meaningful and shareable
content in and outside the forum
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
28. Reviews drive product purchase
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
56% increase in
orders when a beauty
product’s # of reviews
went from 1 to 15, and
rating went from 3.5 to
4.5 stars
Source: Bazaarvoice
29. Same goes for stylist review db
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
30. Productize community passion for product + your
expertise = shareable seals
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
31. 2013/2014"
Target’s Hair
Care Aisle
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
“Hey, NaturallyCurly,
can we use your seal
to sell more
product?”
39. Rising stars can mean products too
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
40. 5. Carry the conversation other
places. It’s OK.
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
41. 8% of
monthly visits
sourced from
social
Gain 50K new
social
followers
each month
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
42. Break out the tissue, and the analytics
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
43. As social followers grow…
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
44. … so does our reach
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
0$$
20,000$$
40,000$$
60,000$$
80,000$$
100,000$$
120,000$$
140,000$$
160,000$$
180,000$$
200,000$$
Uniques)2014)
45. Top 5 Forum Insights That Changed
Our Business
1. Stay true to the language
2. More tools in community hands
3. Leverage community to build insights
4. Identify and support the rising stars
5. Be open and social: carry the conversation
other places
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
46. You are the expert in “_______”
• You’ve got community to back you up
• And more content than community
• Go build relationships with much bigger fish
• And with smaller fish, because they will
become big fish, and they are all part of your
ecosystem, and as we know
• Community talks
• You, listen and lead for them.
TMI$%$Top$Forum$Insights$that$Changed$our$Business$
47. PS: You haven’t lived until you’ve
attended a hair & beauty show
TMI$%$Top$Forum$Insights$that$Changed$our$Business$