2. According to Social Media Critics “French Giant L’Oréal is
present in 130 countries and owns 27 international brands.
On Facebook, the L’Oréal Paris USA page racks up a total
of 2,095,380 likes and is at the top of our Price/Value and
Positive Comments charts”
This Social Media plan will leverage some of the strategies used
by L’oreal international to grow their following & likes. We
anticipate these strategies will have an impact on the L’oreal
Trinidad social pages and positively affect and increase sales.
3. Our Social Media Strategy for L’Oreal (Trinidad) will be built
around 7 steps over the next 6 months.
1
2
✓
Identify the most important Stakeholders
Listening to the Online Conversations
3
Analyzing Gaps, Trends, Opportunities & Set Measurable Goals
4
Influencers, Content Strategy & Tactical Planning
5
Create & Publish
6
Engage & Facilitate
7
Measuring & Reviewing
4. Identify Key Stakeholders
Target them on their platforms!
Key Stakeholders
1
L’oreal’s Stakeholders are:
•Customers/Potential Users of the
L’oreal’s products.
•Retailers – Traditional & Online
•Beauty Technicians
•Customers/Potential
Users
of
personal care products.
•Competitors – Competing brands to
L’oreal
•Media – All Types traditional & New
•Bloggers
Where online?
2
Stakeholders can be found on:
•Foursquare
•Facebook
•Twitter
•Youtube – Widely used by the
female consumers for demonstrations
O?
& product support
•Google/Gmail
•Instagram
•Pinterest
5. Listen to the Online Conversations
Tap into Online Conversations
1
•Who is talking about L’Oreal – the brand’s
“tribe” are: young trendy females, working
professionals, mature users, hairdressers
& salon owners, beauty technicians,
persons with exciting lifestyles, like to
party. People who believe in caring for
their personal needs.
•Where – conversations mainly take place
on FB & Twitter , Instagram & Youtube
•What they say – generally positive in
regard
to
the
products,
citing
improvements in skin, hair care & general
beauty concerns.
Competition – lush, Mac, Maybelline,
Sephora, CoverGirl
• Content that resonates positive feedback
includes makeovers, fashion, good causes,
product uses & demonstration videos,
price promos, Trivia – Q & A
Timeline
2
Listening will be structured as follows:
The first two weeks of the launch of
the ”revamping the page” will be used
for listening so that the marketing
strategy can be tweeked if necessary
We will log into all the platforms at
least three times daily for monitoring
purposes
We will utilize social mentions free
dashboard to assist with real-time
monitoring.
Any change in posting/conversation
will be used as a guide for some of the
days posting
6. Analyzing Gaps, Trends, Opportunities &
Set Measurable Goals
What we Look for in Analysis
1
Measurable Goals
•Increased Share of voice
across all platforms, measuring
areas such as tweets
&
mentions
•Are comments positive
negative – what is the ratio
or
•What topics are trending – do
they include the product we are
promoting “L’oreal”
2
Goals - February to March 2014
Increase Facebook Likes to
15,000
Develop & design a twitter page
and increase Twitter following to
5000
Gain visibility on instagram
7. Analyzing Gaps, Trends, Opportunities &
Set Measurable Goals
INSIGHT INTO L’OREAL ON FACEBOOK
“Being at the top of our
Price/Value
Ratio
graph,
L’Oréal holds the most positive
Facebook comments regarding
the price and value of the
products. L’Oréal isn’t the
cheapest brand within our
industry sample; however, our
data tells us that the fans don’t
view it as too expensive. In
other words, L’Oréal is a world
leader in beauty, in life and on
Social Media”
8. Analyzing Gaps, Trends, Opportunities &
Set Measurable Goals
POSITIVE COMMENTS COMPARED TO COMPETITORS ONLINE
Our
Positivity
Graph
shows that the comments
that have tonality on
L’Oréal’s
page
are
somewhat more positive
than the rest of our
industry sample; however,
every brand, including
L’Oréal,
has
slightly
declined
except
for
Sephora who has grown
by 1 % in the past 12
months.
9. Influencers, Content Strategy & Tactical
Planning
Influencers
1 We will target social
networkers
who
have
influence – those who can
cause others to take action,
change their perception and
/ or their behaviour. We will
identify 5 top influencers on
each social platform one of
which will be a product
purchase or awareness
influencer and use them to
influence share of voice.
Content Strategy
2
Content Strategy will be
focussed on posting under
topics that have attracted the
most likes and shares using
Facebook as a test platform.
Therefore over the next 3
months our
posts will be
geared at:
Positivity/MotivationContest, Trivia
Humour – Funny Videos,
Weird Fashion
Product Promo/Features –
Value – Price & Product,
Application/lessons
Events – Local & International
Go To Topics/Be the expert –
Loreal brands, Fashion, Diet,
Tactical Planning
3
Where to post what?
Instagram – fan pics,
product & promo pics
Facebook - Bulk of the
posting integrated to all
other platforms, post on
everything
Twitter – tips, Humour,
Product Links
Blog – Videos, focus on
products
uses,
upgrades, be the expert
10. Create & Publish
STRATEGY SUMMARY
Our strategy will be multiple & individualistic campaigns across Facebook, Twitter,
Instagram and a Blog site. THE FOCUS WILL BE TO “SHARE” THE FEELING
CONSUMERS GET FROM USING L’OREAL THROUGH “ACTIVITIES,
EVANGELISM, & ADVOCACY TO CREATE A VIRAL & SOCIAL BUZZ.
Our Tactics will stay true to what is already working for L’oreal online:
1.
2.
3.
Different Marketing Strategies & Facebook pages for each country
Guide Customers before & after their Purchase
Create Content that stimulates Social Conversation
POSTING
Posts & discussions on all platforms will work in tandem with the main facebook page and then content will be
shared on Twitter. Creative will be produced one (1) week before publication allowing sufficient lead time for
approvals. ON THE MAIN FACEBOOK PAGE A NEW L'oreal BANNER WILL BE UPLOADED TWICE MONTHLY
OR AS NEEDED BASED ON THE PROMOTIONAL ACTIVITY FOR THE MONTH.
THIS WILL BE SUPPORTED BY THE FOLLOWING:
1 HUMOUR POST PER DAY, 1 TRIVIA POST PER DAY, 1 EVENT POSTS PER WEEK
1 HIGHLIGHTED TOPIC OF DISCUSSION EACH WEEK
11. Create & Publish
WHAT OUR POSTS WILL LOOK LIKE? ADAPTED TO THE LOCAL
MARKET THEY’LL GO VIRAL & ENCOURAGE INTERACTION
12. Create & Publish
”ASK LORIE” CAMPAIGN (BLOGGING)
1
We will create a blog to talk about the L’oreal brand in Trinidad
& Tobago and represent the l’oreal brand personality types in
the broader sense. Lorie is a “know it all”, “a personal care
fanatic” a go to person for the makeup, skincare or hair colour
virgin:
“Lorie” blogs about any and everything in personal care, fashion
and anything of intrigue. More pointedly she can blog about
features of the products/brands that represent the vivacious,
adventurous type personality, loves life in the fast lane, an
extrovert who enjoys long road trips, meeting people and being
out and about, at other times she may represent a calmer
personality type less adventurous, more focussed on reliability,
a bit reserved, likes everything organized and well planned
more introverted but very intelligent.. *the ask Lorie blog design
will be approved by client prior to be published.
13. Create & Publish
”BEAUTY CLUB” CAMPAIGN (FACEBOOK)
2
Widely used by most beauty companies, but
doing it on facebook will add a twist. We will
move communication with customers to a
more conversational style. We will design a
badge to be used on facebook “I belong to
L’oreals beauty club” we will incentivize the
page followers by giving them coupon codes
that can be used with local retailers.
The beauty club will hold contests among
members to see who can get the most likes
and push traffic to the page. These persons
will be awarded titles and gift vouchers. We will
drive traffic to the Fan page with targeted
Facebook advertising, display advertising,
blogging
14. Create & Publish
FACEOFF – “MY L'oreal, YOUR L'oreal”
3
This is a Contest geared at demonstrating
a user’s love for L'oreal that distinguishes
them from every other L'oreal buyer. It is
a month long contest where participants
will be asked to upload picks of which
product they use along with 100 words
describing “why their L'oreal is the
Coolest” only fans can enter and the
winning prize is “ A makeover, L’oreal gift
package” & possible a ticket to a local
event. The winner will be posted on
facebook & mentioned on Twitter. A
winner is chosen every week and then an
ultimate winner from the 4 finalists
*Dynamics of contest will be included
in creative brief and approved by client
prior.
The L’oreal Way
4
This is geared at starting a “movement”
to support the brand. This movement
will be started on facebook with taglines
such as “The Phenomenon that is so
real”. The group will be bolstered by
the “ask Lorie” blog dedicated to
personal care.
This will be an aggressive clique like
approach to growing L’oreal Trinidad’s
online presence and promoting the blog
page.
Followers will also be
encouraged to post pics with how they
use L’oreal which products are fave
among their friends
15. Create & Publish
L’oreal Trinidad @ - Developing a Twitter Presence
5
This would be geared at visibility on Twitter by creating and using specific hashtags. For
example we can create hashtags like #lorealbeautyclub, #asklorie #lorealway which are
focussed on promoting cliques and building evangelism. #myloreal for example would be
focussed on customer service and updates.
16. ENGAGE & FACILITATE CONVERSATION
The ability to engage and facilitate conversation will be a large contributor to building a
strong social media presence.
Everyday Online Conversations
1
Month 1 – Clear backlog of requests or unanswered questions. Engage followers to comment or vote and
participate in contests
Month 2 & 3 – Answer customer questions, post on promotions, features, cross posting with “Ask Lorie” blog.
Encourage cross platform interactions. Promoting the beauty club, include local events, beauty discussions.
This will be supported by structured posting under humour, trivia, that is listed on our internal content map.
17. Measuring & Reviewing
PULL DATA
ANALYZE
We will measure the effectiveness of our strategy monthly utilizing
Google Analytics, Facebook Reporting, & Twitter Reports.
We will measure whether the campaign had a positive impact on the
following for L’oreal Trinidad by looking at: comments about the brand that
extends to individual products, the positive or negative change in following.
Overall Strategy Effectiveness is based on:
MAKE
CHANGES TO
FOLLOW
TRENDS
30,000 LIKES on Facebook by August 2014
12,000 FOLLOWERS on Twitter by August 2014
Increase in awareness of the L’oreal Brand
Strong presence of L’oreal Trinidad online including increase in sales during
online promotions
19. Facebook Analysis
FACEBOOK: https://www.facebook.com/LorealParisTrinidad
There’s certainly a foundation here. L’oreal Trinidad has managed to get 4,700 fans, but there seem to be
inconsistencies with the last update being December 16, 2013. There are a few with unanswered questions that make
the page seem like it’s not a priority. The page started March 2010, and based on the slow growth, it is presumed
growth is organic and not based on pay-per- click. Most of the post is “reposting” international photos from the internet,
this will not stimulate conversation, as the audience needs to identify with the page.
Audience: With the wide variety of people using Facebook, the timeline page allows the company to communicate with
the majority of it’s desired target demographics. People who “like” the page have already taken vested interest in the
brand, so we can listen to and communicate easily with them.
Revisions: Facebook is where L’oreal should pump the bulk of information to their audience and where there is the
most room for conversation and interaction. Allow users to really get a feel for the personality of the brand.
Quick suggestions to adopt:
Take full advantage of Facebook’s multimedia capabilities. Continue posting photos and videos to keep interest up.
Think more broadly about interweaving other social media platforms with Facebook to increase engagement and
interactivity.
Add content of interest to target different groups, and award fan loyalty.
Update the page more consistently, and try to avoid surge of information.
