1330 omma social jason yau

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1330 omma social jason yau

  1. 1. AN INSIDE PEEK OF L’OREAL’SREDKEN & PUREOLOGY SOCIAL STRATEGYJason YauInteractive Marketing 1
  2. 2. STRATEGIC PORTFOLIO OF BRANDS…. Professional Products Division MIZANI Consumer Products Division Luxe Division Active Cosmetics Division The Body Shop
  3. 3. PROFESSIONAL PRODUCTS DIVISION Professional Products Division MIZANI
  4. 4. INTRODUCTION “Social media isn’t a fad, it’s a culture shift.” -Gary Vaynerchuk
  5. 5. TRADITIONAL FUNNEL Source: McKinsey & Co.
  6. 6. NEW CONSUMER PATH TO PURCHASE CONSIDER EVALUATE THE LOYALTY LOOP ADVOCATE BUY Source: McKinsey & Co.
  7. 7. NEW CONSUMER PATH TO PURCHASE EVALUATE CONSIDER THE LOYALTY LOOP ADVOCATE BUY Source: McKinsey & Co.
  8. 8. NEW CONSUMER PATH TO PURCHASE CONSIDER EVALUATE THE LOYALTY LOOP ADVOCATE BUYSource: McKinsey & Co.
  9. 9. NEW CONSUMER PATH TO PURCHASE CONSIDER EVALUATE THE LOYALTY LOOP ADVOCATE BUY BUYSource: McKinsey & Co.
  10. 10. NEW CONSUMER PATH TO PURCHASE CONSIDER EVALUATE THE LOYALTY LOOP ADVOCATE ADVOCATE BUY Source: McKinsey & Co.
  11. 11. PPD SOCIAL MARKETING TASKFORCE • Vision Statement: In two years, social strategies will be integrated across all owned, earned and paid PPD marketing programs to engage the salon community, influence consumers to visit salons and build brand loyalty among all our customers.
  12. 12. CHOOSING A PLATFORM BE EVERYWHERE BE WHERE IT MATTERS TO OUR BUSINESS
  13. 13. CURRENT PLATORMS
  14. 14. SOCIAL MEDIA GOALS Sampling. Product Promotion. Community.Brand Awareness. Customer Engagement. Loyalty. Sales Driver.
  15. 15. SOCIAL TEAMS: PHASE 1 Interactive Public Relations Marketing Communications Redken Facebook Redken Twitter Pureology Facebook Pureology Twitter
  16. 16. NEGATIVE USER EXPERIENCE• Checks and Balances – not in place• Un-optimized Content• Lacking Customer Service (9 out of 10 questions go unanswered)
  17. 17. CHALLENGES • Band-Aid Solution • Lack of formal social media strategy • Can not keep pace with emerging trends and best practices • Engagement efforts focus on ‘low hanging fruit
  18. 18. SOCIAL TEAMS: PHASE 2 Interactive and PR Directors Interactive Marketing Interactive Integrated Integrated Marketing Communications Communications Brand Brand Public Interactive Public Education Copywriter IDigital Marketing Marketing Relations Marketing Relations Redken Facebook Redken Twitter Pureology Facebook
  19. 19. BRIDGE THE GAP! CONTENT STRATEGY CUSTOMER SERVICE
  20. 20. SOCIAL TEAMS: PHASE 3
  21. 21. SOCIAL MEDIA TEAM MEMBERS
  22. 22. SALON PROFESSIONAL CONTENT STRATEGY Brand Voice Brand Content • Resource • Grow the Stylist Community • Encourage stylists to • Create brand loyalty recommend to consumers • Promote new products and services • Drive to brand owned platforms • Story driven content and not too “Corporate” • Customer Service
  23. 23. CONSUMER CONTENT STRATEGY Brand Voice Brand Content • Brand is the voice of • Create brand awareness , authority engagement and loyalty • Content Library • Highlight New Products and • Asking and Listening to our Services customers • Drive to local salons for products and services • Peer to peer referrals • Drive community to other digital spaces • Customer Service
  24. 24. CONTENT CALENDAR: SOCIAL BY DESIGN SOCIAL MEDIA
  25. 25. TEASER LAUNCH
  26. 26. REVEAL OF REDKEN TIMELINE
  27. 27. LAUNCH OF CHROMATICS
  28. 28. LAUNCH OF CHROMATICS
  29. 29. LAUNCH OF CHROMATICS
  30. 30. LAUNCH OF CHROMATICS
  31. 31. THE RESPONSE
  32. 32. THE RESPONSE
  33. 33. THE RESPONSE
  34. 34. THE RESPONSE
  35. 35. USER GENERATED CONTENT
  36. 36. SOCIAL BRANDED CONTENT
  37. 37. SOCIAL BRANDED CONTENT
  38. 38. SOCIAL BRANDED CONTENT
  39. 39. SAMPLING
  40. 40. EARNED MEDIA
  41. 41. VIRGIN CAMPAIGN
  42. 42. VIRGIN CAMPAIGN
  43. 43. VIRGIN CAMPAIGN RESULTS 10 million estimated earned media & viral 6,000+ entries 2,550 email opt-ins 30,000+ votes
  44. 44. EXPERIMENTATION New Technology for the Beauty Industry Hypercuration™
  45. 45. HYPERCURATION
  46. 46. CONTENT ID
  47. 47. Jason YauSocial Media & Interactive Marketing L’ OREAL USA: Redken & Pureology JYau@Redken.com twitter.com/jasonyau1 linkedIn.com/in/jasonyau1

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