The Body Shop
and Social Media
looking under the skin
Some thoughts & ideas from a communicator
By Charlotte Grahn
Communication in Social
Media should not only be
Communication is like skin care...
superficial treatment will not
provide long-term results.
Perfect skin comes from the inside.
It all starts with a skin analysis
The Body Shop Sverige right now
Twitter account – 152 followers
• Used for product information and tips, and causes
• Information on upcoming offers and special events is great but perhaps
joining in and engaging in more conversations could leverage the Twitter
efforts and provide more reasons for followers and other consumers to
engage with the brand online.
Facebook page – over 1600 likes
• Also used for information on products, special offers and causes
• The postings by The Body Shop Sverige start conversations between
members of the community but it could be rewarding for the brand to listen
more actively and take part in the conversations. Brand ambassadors can be
rewarded and empowered by being seen by and having an active
conversation with the brand.
Figures as at 26th of September 2010
Better skin through
• Opening a two-way dialogue on Twitter & Facebook
• Challenging & motivating consumers to get involved in
• Finding and empowering brand advocates
• Using the community to identify business
opportunities, ideas & customer insights
Planning the skin
Facebook & Twitter reach different audiences:
• Facebook has higher reach and is extremely visible (more space)
• The Twitter audience is niche & their interactions with brands are often
more direct & responsive
• Consumers will follow a brand on either platform dependent on what they
expect from the brand or what they want out of it
Therefore each platform should be used in
different ways, to be relevant to the audiences &
interaction ’rules’ in each community.
One product cannot do it all
but together they make up
the daily routine
All platforms contribute to
awareness of the brand website
and the brand’s SEO.
Foursquare Website Twi2er
The different media provide
SEO platforms for dynamic interactions
& communications in
environments relevant to the
THE routine involves consideration of
some key principles:
Tell, don’t sell
It’s about building relationships with customers – for instance
through storytelling around the brand, products and causes
Provide a reason to engage, follow on Facebook or Twitter or to read
Show that you care, not only about direct comments but about
related issues eg. sensitive skin, human rights
Empower brand advocates
Seek out advocates and give them additional value – create loyalty
SO WHO DOES THIS SKIN BELONG TO?
Females looking for high-quality natural products who care
about the environment and animal testing and are interested in
How do they use social media?
Facebook is without a doubt the most important platform, but Twitter and various
blogs can also be important.
They use Facebook to stay in contact and share information with friends but also to
find out about the latest news and products relevant to them. ”Liking” a brand on
Facebook is a way of making a statement about themselves but they also follow
brands to get exclusive information on products or offers, and to actively engage
with the brand.
Twitter is used to connect with a wider range of people, usually around a shared
interest or to get feedback or tips around brands and brand experiences. People also
follow brands to get sneak previews, to actively engage with it with feedback, tips
and ideas, to get information on special offers, or just to display loyalty to the brand.
Once our skin treatment is
applied, we can add some touches
of make up, like these tactical
Create foot-traffic drivers for on the go consumers with offers & information
in location based services such as Foursquare/Gowalla or the upcoming
Add ’Like’ buttons for products, not just for the site, for consumers to be able
to point out their favourite products.
Creating Twibbons & Badges for consumers to show their support for
causes in their social networks.
Developing embedded widgets for bloggers to link to Bodyshop causes
within their sites, increasing awareness in non-intrusive ways.
I would love to chat with you over a coffee
or lunch one day and discuss any
opportunities you may have for a driven &
THANK YOU FOR YOUR TIME
Please feel free to contact me here on LinkedIn,
via e-mail at firstname.lastname@example.org
over the phone on 070-5977566
or on Twitter @lottisg
Picture Credits: h2p://www.ﬂickr.com/photos/jordandavidsmall