Presentatie van L'Oréal op de Social Affairs 2015

1. FROM SOCIAL STORYBOOK
TO SOCIAL SUCCESS
How social can tell us more about what people want
(and how this can help us marketers)
Naomi Becht
Digital Marketing Manager, CPD

2. OUR COMPANY
Professional
Products
Consumer
Products
L’Oréal
Luxe
Ac8ve
Cosme8cs

3. OUR BRANDS

4. MAYBELLINE

5. WHERE WE CAME FROM

6. WHERE WE WANTED TO GO

7. § From data to social storybook
§ From social storybook to social activities
§ From social activities to social success
AGENDA

8. FROM DATA
TO
SOCIAL STORYBOOK

9. SOCIAL STORYBOOK
Product
Stories
Brand Ideal
The Brand
Story
• P2P
Conversations
• Complaints
• Reviews
• Questions
• WoM
Social
Story
Campaign
Stories
Channels
Content
Social Persona’s
Audience
Stories
Brand
ID

10. L’Oréal:
§ Brand guidelines
§ Content library
§ Product overview
§ Media calendar
Your Social:
§ Online buzz
§ Content analysis
§ Timing analysis
§ Influencer insights
§ Audience insights
INPUT FOR STORYBOOK

11. ONLINE BUZZ
L’Oréal Paris
Source: Coosto

12. Most engaging Least engaging
CONTENT ANALYSIS
L’Oréal Paris Facebook
Source: Socialbakers

13. TIMING ANALYSIS
Garnier Facebook
Source: Socialbakers

14. INFLUENCER ANALYSIS
Maybelline Facebook
Source: Socialbakers
Content Creator

15. AUDIENCE INSIGHTS
L’Oréal Paris Facebook
Source: Facebook Adience Insights

16. § KPI’s: qualitative & quantitative
§ Social persona’s: summary of target audience
§ Social ID: description of core values
§ Themes: focus on products & moments
§ Creative strategy: design principles
§ Community management: tone of voice & webcare
§ Posting strategy: posting frequency & timing
§ Channel strategy: Facebook vs. Instagram
SOCIAL STORYBOOK

17. FROM SOCIAL STORYBOOK
TO
SOCIAL ACTIVITIES

18. CONTENT
KPI’s
§ Reach
§ Traffic
§ Engagement
§ Insights

19. CONTENT
Reach

20. CONTENT
Traffic

21. CONTENT
Engagement

22. CONTENT
Insights

23. FROM SOCIAL ACTIVITIES
TO
SOCIAL SUCCESS

24. ONLINE BUZZ
L’Oréal Paris
1 march 2015 – 31 august 20151 september 2014 – 28 february 2015
Source: Coosto

25. ONLINE BUZZ
Essie
1 march 2015 – 31 august 20151 september 2014 – 28 february 2015
Source: Coosto

26. FACEBOOK REACH
L’Oréal Paris
Source: Socialbakers

27. FACEBOOK INTERACTIONS
Maybelline
Source: Socialbakers

28. KEY FINDINGS
§ A social storybook is key for social success
§ Create content based on KPI’s
§ Find insights by being active on your communities
§ Keep on learning & adapting your strategy J

29. WHAT’S NEXT?
§ Online buzz: monthly buzz monitoring
§ Insights: use insights to improve
§ Interactions: webdare & outside owned platforms
§ Partnerships: key influencers & other brands
§ Sampling: test & create a buzz
§ Reach: always-on & campaign peaks