A presentation prepared by McIntire MS Commerce students on social media strategy and implementation recommendations for bluemercury.

1. bluemercury

2. ▫ Background and Brand Voice
▫ Analysis
▫ Proposed Strategy
▫ Implementation Plan
Agenda

3. ▫ Upscale boutique and spa
services at a high price point.
▫ 80 specialty stores.
▫ Joined Macy’s via acquisition in
March 2015.
“The best in makeup,
skincare, and spa”
Background

4. Professional,
Sophisticated Woman
▫ The ‘busy career woman’
▫ Younger than department store
shoppers
▫ Looking for a more relaxed
atmosphere than Sephora or Ulta
Target
Audience

5. Social Media Habits
▫ Facebook: “reader”
▫ Youtube: Occasional tutorials
▫ Instagram: Posts 3x/week, follows
lifestyle brands & influencers
▫ Twitter: casual if at all
▫ Pinterest: boards for special
occasions
Target
Audience

6. ▫ No unified brand voice
▫ Written from perspective of business
rather than a personality
▫ Most posts are oriented around the
founder or products
Corporate, impersonal,
product focused posting
Current
Brand Voice

7. Nicole
▫ Powerful, down-to-earth career
woman
▫ High expectations and standards
▫ Has a clear view of the good life
▫ “Has it all”
New
Brand Voice

8. 1
Analysis
Bluemercury does not use best practices on any of their social media accounts

9. Facebook
▫ Content: focused on CEO and
products
▫ Engagement didn’t extend beyond
likes, and posts typically have at
most around 20 likes
▫ Highest performing posts were
centered around products
▫ Generally posts every 1-3 days
Good Start, Limited
Engagement

10. Underused and
Product Focused
▫ Instagram and Twitter use the same
content
▫ Text heavy captions
▫ 80% about products 20% about
lifestyle
▫ Few comments under
non-giveaway posts
Instagram

11. ▫ Content copying from Instagram
account and often runs over 140
character limit and ends posts with
“...”
▫ Few interactions, likes and retweets
▫ 80% for sales and promotions
Twitter
Unoriginal and
Unengaging

12. Pinterest
Effective Use,
Limited Followers
▫ Limited followers: 2,085 (Compare
to Sephora’s 482.4k)
▫ Well-classified boards and
effective pins
▫ Quality “Long Pics”
▫ Highlights monthly trends
▫ Tutorials: “Makeup Application
Order”

13. Youtube
Active, but poorly used
▫ Channel active, but most videos
have under 40 views
▫ Several makeup tutorials broke
1,000 views - but not recently
▫ Most videos are 10-90 seconds

14. 2
Proposed Strategy
Content Organization & New Influencer Strategy

15. 3 Major Content Areas
Lifestyle
Influencer Products
Content
Buckets
● Product
● Spa services
● Inhouse
● Retailer
● Promotions/
Sales
● Trends
● Aspiration
● Health

16. Content Sharing Breakdown

17. Brand-Adjacent Influencers
Influencers
● Promote Lune+Aster Brand
● E.x. Simply Sona -- partnered
with Laura Mercier (a
bluemercury featured brand)
● Influencers become sole
proprietors of bluemercury
YouTube presence
● Any blog posts posted on
Facebook

18. Chriselle Lim

19. Products
and
Services
● References products, product
usage, and services
● Asks questions that encourage
consumers to engage with each
other and with the brand
● Promote savings, sales, and special
discounts
Example:

20. Aspirational
Lifestyle
“Zen on the Go: 7 Yoga Poses Perfect for the Perpetual
Traveler”
● Focuses on material that is helpful or inspiring
● Does not reference products
● May reference inner beauty, health, or
meditation, but avoids any mention of
makeup
● Use to strengthen brand personality
Example:

21. 3
Implementation Plan
Tactical Executions & Content Calendar

22. Organic vs Paid Reach

23. On Instagram
On Facebook
Organic
&
Paid

24. Common Metrics across Platforms
● Followers
● Impressions, comments, likes, reposts
● Mentions
● Network referrals / Click-through
Unique Metrics for Each Platform
● Facebook:
Post frequency
Conversation rate
Conversion (from boosted posts)
● Instagram
Hashtag engagement
Metrics on Influencers
● YouTube
Click-through from influencers
Metrics