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SheSpeaks Viral Marketing Cosmetics Case Study

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SheSpeaks Inc.
SheSpeaks Inc.

How does traditional media compare to social media as a driver of response, engagement and sales? This case study explores these differences and that influencers can in fact be identified before a sampling program to help maximize viral impact and return.

TechnologyBusiness
1 of 35
OPI’s Nic’s Sticks Word-of-Mouth Program Results ,[object Object],Copyright © 2008 SheSpeaks, Incorporated
SheSpeaks ,[object Object],Copyright © 2008 SheSpeaks, Incorporated SheSpeaks taps into this powerful community of women to deliver word-of-mouth and insights for major brands 2
SheSpeaks’ Services 3 Copyright © 2008 SheSpeaks, Incorporated ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SheSpeaks’ Expertise is recognized Copyright © 2008 SheSpeaks, Incorporated ,[object Object],[object Object],4
Who Are The Women? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5 5 Copyright © 2007 SheSpeaks, Incorporated
SheSpeaks Members Spread the Word 6 Copyright © 2008 SheSpeaks, Incorporated Over 30% of SheSpeaks members have blogs and they use this as a tool to spread the word IS IT STILL 30%? Nic’s Sticks??? I just got one of these in the mail yesterday
.It ROCKS!! Supposedly you can get them at Target and Walmart. (link to nicolebyopi.com)
7 How do Brands Build Advocacy? Shared Purpose Connection Impact Recognition
SheSpeaks Metrics Tracking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],8 Tracking and Measurement WOM: Tracking and Measurement Insights/Research:
OPI Objectives for Nic’s Sticks 9 Copyright © 2008 SheSpeaks, Incorporated ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Raise Awareness and Excitement Gather Consumer Insight Drive Sales Measure Return on Investment
Member Invitation email Pre-Test Survey SheSpeaks.com Product Delivery Custom Insert, Pass Along Coupons, Test instructions Targeting & Qualification Member Sampling & Engagement Member Engagement SheSpeaks.com Discussion Forums, Download coupons, Custom Content Post-Test Survey SheSpeaks.com Thank You & Offer Email Pass Along Offer Measurement & Thank You SheSpeaks OPI Program Overview 1 2 3 4 5 6
Study questions: how much, how, and why? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Findings in Snapshot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research questions: how much, how, and why? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How much does shespeaks about the product? 14 Copyright © 2008 SheSpeaks, Incorporated Full Page Ad with Coupon Free Standing Insert (FSI)/Coupon (1,200%) (1,200%) SheSpeaks program coupon redemption performed 1,200% better than both a full page magazine ad with coupon and newspaper coupon Coupon Redemption Rate Vs. SheSpeaks Result Channel SheSpeaks Network .9% .7% 12% 1,200% better than Magazine 1,200% better than FSI
15 Copyright © 2008 SheSpeaks, Incorporated OPI Nic’s Sticks Program Results Sales per member Net Promoter Score Conversations Generated Total Sales 13 sales per member 220% increase 790,000 120,000 units Total Incremental Revenue $1,000,000 ROI 28% Indicator Result
Research questions: how much, how, and why? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How does shespeaks ? Summary ,[object Object],[object Object],[object Object],Although SheSpeaks members are highly online savvy and the program engagement is heavily focused on online, nothing trumps the in person conversation
Most of the conversations happen online
Most members used multiple communication channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Judged as MOST effective Judged as LEAST effective
Online conversations are an extension of offline conversations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research questions: how much, how, and why? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Who speaks? Summary ,[object Object],[object Object],[object Object],[object Object],[object Object]
Members’ social characteristics (collected when they join shespeaks) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Level of activity in the campaign is well predicted by social characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Assigning a “social score” to each member ,[object Object],[object Object],[object Object],[object Object]
Who speaks more? ,[object Object],[object Object],The members that best “fit” the product? How often to you wear nail polish? Have you ever used coupons from the following sources when purchasing nail polish? How familiar are you with the nail polish brand OPI? What is your opinion of OPI nail polish? How familiar are you with Nic's sticks from OPI? How likely are you to purchase Nic's sticks? How likely are you to recommend Nic's sticks? OR
Assigning a “product score” to each member ,[object Object],[object Object],[object Object],[object Object]
Who speaks more? ,[object Object],[object Object],The members that best “fit” the product? How often to you wear nail polish? Have you ever used coupons from the following sources when purchasing nail polish? How familiar are you with the nail polish brand OPI? What is your opinion of OPI nail polish? How familiar are you with Nic's sticks from OPI? How likely are you to purchase Nic's sticks? How likely are you to recommend Nic's sticks? OR
What about other measures of activity? Impact of being in top 10% in
 social score product score Coupon given by member to others +1.03 coupons +0.53 coupons
What about other measures of activity? Impact of being in top 10% in
 social score product score Coupon given by member to others +1.03 coupons +0.53 coupons Number of conversations about product +13.14 conversations +6.71 conversations
What about other measures of activity? Impact of being in top 10% in
 social score product score Coupon given by member to others +1.03 coupons +0.53 coupons Number of conversations about product +13.14 conversations +6.71 conversations Number of forum posts +0.64 posts +0.39 posts
What about other measures of activity? Impact of being in top 10% in
 social score product score Coupon given by member to others +1.03 coupons +0.53 coupons Number of conversations about product +13.14 conversations +6.71 conversations Number of forum posts +0.64 posts +0.39 posts Coupons used by member for herself +0.18 coupons +0.44 coupons
Take-aways ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WOM & Brand Ambassadors 34 Copyright © 2007 SheSpeaks, Incorporated Why Does it Work? Targeted and Known Populations Opt-In – Permission Based Marketing Brand Engagement Builds Goodwill
For More Information: [email_address] 212-830-9883

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SheSpeaks Viral Marketing Cosmetics Case Study

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. SheSpeaks Members Spread the Word 6 Copyright © 2008 SheSpeaks, Incorporated Over 30% of SheSpeaks members have blogs and they use this as a tool to spread the word IS IT STILL 30%? Nic’s Sticks??? I just got one of these in the mail yesterday
.It ROCKS!! Supposedly you can get them at Target and Walmart. (link to nicolebyopi.com)
  • 7. 7 How do Brands Build Advocacy? Shared Purpose Connection Impact Recognition
  • 8.
  • 9.
  • 10. Member Invitation email Pre-Test Survey SheSpeaks.com Product Delivery Custom Insert, Pass Along Coupons, Test instructions Targeting & Qualification Member Sampling & Engagement Member Engagement SheSpeaks.com Discussion Forums, Download coupons, Custom Content Post-Test Survey SheSpeaks.com Thank You & Offer Email Pass Along Offer Measurement & Thank You SheSpeaks OPI Program Overview 1 2 3 4 5 6
  • 11.
  • 12.
  • 13.
  • 14. How much does shespeaks about the product? 14 Copyright © 2008 SheSpeaks, Incorporated Full Page Ad with Coupon Free Standing Insert (FSI)/Coupon (1,200%) (1,200%) SheSpeaks program coupon redemption performed 1,200% better than both a full page magazine ad with coupon and newspaper coupon Coupon Redemption Rate Vs. SheSpeaks Result Channel SheSpeaks Network .9% .7% 12% 1,200% better than Magazine 1,200% better than FSI
  • 15. 15 Copyright © 2008 SheSpeaks, Incorporated OPI Nic’s Sticks Program Results Sales per member Net Promoter Score Conversations Generated Total Sales 13 sales per member 220% increase 790,000 120,000 units Total Incremental Revenue $1,000,000 ROI 28% Indicator Result
  • 16.
  • 17.
  • 18. Most of the conversations happen online
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. What about other measures of activity? Impact of being in top 10% in
 social score product score Coupon given by member to others +1.03 coupons +0.53 coupons
  • 30. What about other measures of activity? Impact of being in top 10% in
 social score product score Coupon given by member to others +1.03 coupons +0.53 coupons Number of conversations about product +13.14 conversations +6.71 conversations
  • 31. What about other measures of activity? Impact of being in top 10% in
 social score product score Coupon given by member to others +1.03 coupons +0.53 coupons Number of conversations about product +13.14 conversations +6.71 conversations Number of forum posts +0.64 posts +0.39 posts
  • 32. What about other measures of activity? Impact of being in top 10% in
 social score product score Coupon given by member to others +1.03 coupons +0.53 coupons Number of conversations about product +13.14 conversations +6.71 conversations Number of forum posts +0.64 posts +0.39 posts Coupons used by member for herself +0.18 coupons +0.44 coupons
  • 33.
  • 34. WOM & Brand Ambassadors 34 Copyright © 2007 SheSpeaks, Incorporated Why Does it Work? Targeted and Known Populations Opt-In – Permission Based Marketing Brand Engagement Builds Goodwill
  • 35. For More Information: [email_address] 212-830-9883

Editor's Notes

  1. OTHER WAY AROUND.
  2. We listed 12 means of communication. Many respondents used multiple means. The average number of different means used by respondents is 3.32.