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BlogWell New York Social Media Case Study: Avon, presented by Leigh Acton & Rob Jacobs

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In their BlogWell New York presentation, Avon‘s Social Media Manager, Leigh Acton, and Senior Manager, Global Digital Strategy & Activation, Rob Jacobs, share how they are building advocates through shared social media applications.

Leigh and Rob talk about how they built a base of advocates by creating a library of social media applications that can be co-branded by independent Representatives and shared broadly through social media.

Watch the video of this presentation here: https://vimeo.com/52045915

Published in: Business
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BlogWell New York Social Media Case Study: Avon, presented by Leigh Acton & Rob Jacobs

  1. 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwell Leigh Acton &BlogWell Rob Jacobs New YorkSeptember 12, 2012 socialmedia.org/blogwell Social Media Advocacy
  2. 2. Social Media Advocacy Leigh Acton – Social Media ManagerRob Jacobs – Sr. Manager Global Digital Strategy & Activation Sept 2012
  3. 3. INTRODUCTION PROGRAM INSIGHTS EVOLUTION Social Networking is in our DNA •Since 1886, Avon has been bringing together women to socialize, share and buy products •Avon has harnessed the traditional word of mouth business model to build an $11B+ business worldwide •We have over 6M+ representatives who have built their own business, centered around their social communities •Through this social network we sell ~5 lipsticks every second 1876 2012
  4. 4. INTRODUCTION PROGRAM INSIGHTS EVOLUTION How do we Opportunities Challenges empower our • Over 6 million Independent •Scale & Complexity: How do Representatives Representatives who are we create a flexible framework natural brand advocates over 70 markets spanning 40+to become Brand languages and diverse social • High level of Representative advocates? social media activity across a networks? variety of networks • Lead attribution: How do we make sure that Representatives • A strong corporate social reap the benefits from their media presence of 160 activity? accounts and over 4 million fans followers and subscribers •Varied levels of Representative social media know-how from • High demand for beauty novice to expert content on social networks •Widespread inconsistency of branding and unauthorized use of Avon logos and assets
  5. 5. INTRODUCTION PROGRAM INSIGHTS EVOLUTION Social Advocacy at Scale                           GLOBAL BRAND Develop & Activate Localize & Translate Personalize & Share CENTER MARKETS REPRESENTATIVES FRIENDS
  6. 6. INTRODUCTION PROGRAM INSIGHTS EVOLUTION It all started with one simple widget….. Our first project was an interactive launch widget that let Representatives share a co-branded digital asset with their social networks.
  7. 7. INTRODUCTION PROGRAM INSIGHTS EVOLUTION Representative Co-Branding
  8. 8. INTRODUCTION PROGRAM INSIGHTS EVOLUTION We continued to test and roll out new widgets Rich media widgets Building on the success of the eBrochure widget we expanded the program by adding a variety of multimedia widgets that markets could customize and load with rich media content. Representatives could then personalize and share them to their social networks
  9. 9. INTRODUCTION PROGRAM INSIGHTS EVOLUTION Interactive Widgets
  10. 10. INTRODUCTION PROGRAM INSIGHTS EVOLUTION Facebook Applications Avon Lash Maxover - An interactive Facebook application to promote the launch of SuperShock MAX mascara. Users can “MAXout” their lashes and add fun photo filters to share with their friendsFor more information :http://apps.facebook.com/supershock/165/app
  11. 11. INTRODUCTION PROGRAM INSIGHTS EVOLUTION Facebook Applications – Like My Lips? For more information : http://apps.facebook.com/avonshineattract/
  12. 12. INTRODUCTION PROGRAM INSIGHTS EVOLUTION Advocacy Program Results 62 Markets 1.8 Million Deployments    12.9 Million Interactions 35% Average Click-through Rate
  13. 13. INTRODUCTION PROGRAM INSIGHTS EVOLUTION Key Learnings The Power of Advocacy Offer Guidance Shares from a trusted friend strongly out Some Representatives were performed the typical click through rate of personalizing and saving their Facebook ads or average open rates for an widgets and apps but not ultimately email campaign sharing them. We realized that we needed to make the experience more Keep it Simple straight forward and build in some Every screen should have only one helpful tips and guidance. prominent call to action for the user. Secondary calls to action are fine but should be less visually prominent. We learn as we go. Launching new tools, analyzing performance and Make it fun Fun interactive features such as virtual try iterating frequently. on and photo filters drove high levels of engagement
  14. 14. INTRODUCTION PROGRAM INSIGHTS EVOLUTION Next Phase: Avon Apps Easy Access Provides a single destination for Representative social media tools. Guidance We integrated help content to guide users on personalizing and sharing the apps and to help them become better social marketers Feedback As Representatives engage with the program they receive basic performance statistics to give them feedback and a sense of progress
  15. 15. We will continue to support social mediaadvocacy as a natural extension of the AvonRepresentative’s personal connections online Contacts Leigh Acton – @leighacton Rob Jacobs – @robjjacobs
  16. 16. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell New YorkSeptember 12, 2012 socialmedia.org/blogwell

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