Beautyheaven digital seminar

© 2010 Zuni | All Rights Reserved | Confidential

The Digital Make Up for BeautyHow digital is used in the beauty industry


• Develop strategies which determine the best role that the digital channels can play in achieving business objectives

• Implement, manage, improve and optimise those strategies

• Campaigns, social media, websites, mobile, eCRM, promotions, competitions, search etc.

What We Do


The Good, the Bad and the Ugly

Why Social Media

Top Tips for 2011

How Consumers Use Digital to buy your Products


Why Social Media



Social Media Landscape• The average American internet user watches 30 minutes of video online per day

(comScore)

• 22% of Fortune 500 companies now have a public-facing blog that has at least one

post in the past 12 months

• Social networking site usage grew 88% among internet users aged 55-64 years (April

09 – April 10) (Pew Research)

• The change in social media use for baby boomers rose from 9% in Dec 08 to 43% in

Dec 10 (Marketingcharts.com.au via David Erickson)

• 50% of women in the US followed or were fans of a company’s social media profile as

of April 2010 - driven through friend recommendations and coupon promotions.

• The blogosphere is becoming increasingly participatory, now 184m bloggers world-

wide


Social Media Landscape

• 57% of Australians publish their opinions online• 41% publish their opinions specifically about products, services or brands

• 29% have posted a review of a product or service online

• 29% have discussed products with outer people online on a forum, blog or website

• 86% read other consumers opinions online, specifically about

products, services or brands

• 57% watched an online video to support a purchase decision


Consumer Trust

Nielsen Social Media Report 2009


• 175 million registered users

• Since April 2010, 62% increase in

mobile use of platform

• 100 million tweets in last 12 months

• 82% of users now provide a profile

(33% in 2009)

• 73% provide a location (44% in 2009)

• 80.6% made fewer than 500 tweets

• 22.5% account for approx 90% of

activity

Twitter


• Over 500 million users globally

• 75% of Brand “Likes” come from

advertisements (Mashable)

• More than 250m people use

Facebook Connect every month

• Uni aged people (18-24 yrs) made

up fastest growing segment of

users in 2010

• Even Mark, sister brand to Avon

has a Facebook presence

Facebook


Who’s Blogging?You can’t ignore the blogger either:

Elin Kling is a well-known fashion blogger who has been covering

Sweden's fashion scene since 2007.

She’s recently teamed up with clothing retailer H&M to launch a co-branded

fashion line (Feb 2011)


Preferred Method of Online Communication


How Consumers Use Digital to buy your Products


The customer journey & digital touch points – the role of online

Awareness First Looking

Closer to Buying

Final Purchase Decision

•General Internet

Usage

• Spaces

• Search Engines

•Online Reviews

•Beauty Sites

• Search Engines

• Product Reviews

(professional /

amateur)

• Forums (detailed

pros & cons)

•Manufacturer

Website

• Online Retailers

(pricing)

• Search Engines

•Online Retailers

•Offline Retailers

Loyalty & Engagement

• Social Media

Sites

•Beauty Sites


The customer journey & digital touch points – the role of online

Awareness First Looking

Closer to Buying

Final Purchase Decision

•General Internet

Usage

• Social Media

Spaces

• Search Engines

•Online Reviews

•Beauty Sites

• Search Engines

• Product Reviews

(professional /

amateur)

• Forums (detailed

pros & cons)

•Manufacturer

Website

• Online Retailers

(pricing)

• Search Engines

•Online Retailers

•Offline Retailers

Loyalty & Engagement

• Social Media

Sites

•Beauty Sites

•Online Retailers

• Forums


Person Like Me• A 2006 Edelman Study revealed that trust in a

"person like me” increased more than 300 percent.• “Friends and family” and “colleagues” rank as two of

the three most credible sources for information about a company, just behind articles in magazines.

• A "person like me" doesn't have to be anything like "me”, at least, not demographically. That person just has to share a similar interest or experience, they become an ally and advisor by virtue of having a seemingly independent, informed opinion about a subject that is relevant to me.

Beautyheaven has 140,000+ unique visitorswho are just like me


An Edelman Example

The Dove campaign is one example. They used average women as models, took them to the media, and let them do the talking.

They allowed the message to be about real people, delivered by real people. You identified with the women.

That was “people like me” at its best.


The Good, The Bad and the Ugly




Augmented Reality from Shisheido – a virtual mirror


Subscription-models


Top Tips for 2011


Give them the tools• As shoppers discover new products and reflect

on their purchases, they are increasingly sharing their thoughts with their social networks and influencing perception among their peer groups.

When Juicy Couture added social sharing features and

consumer product

recommendations their product

purchase conversion

rates increased 160%.


Listen & Speak• Engage your target consumers

through your social marketing strategy to facilitate discussion with, and among, that target.

• IT’S A CONVERSATION, NOT A PASSIVE MAGAZINE.

• Leverage constructive feedback to both improve your products and services, as well as the perception of your brand among influential social channels.


Leverage the Foundations You’ve Already Set

• Use the social platforms you’ve created to extend the relationship: eg Marc Jacobs live streaming fashion week shows via their websites, smartphones & iPad

• Reward consumers who check into stores using FourSquare and who unlock the Fashion Victim badge

• Tweets using the hashtag will be displayed on screen in real-time

• Facebook Connect displays a show video player where users “like” & comment.


Web Sales• Add something new: add-on features such as

gift-wrapping /gift cards, delivery address –v- billing address etc

• Small retailers: put in handwritten notes thanking the customer

• Make it pretty – use great quality imagery / photography to capture the attention of a product you can’t touch


SEO – Keep it Simple• The more links, or “doorways”, into your site,

the more opportunities people have to visit it.• Got Google Webmaster Tools? Get it! - the

interface gives plenty of information you can’t get from Google Analytics.


Mobilise• People are viewing websites more and

more on portable devices rather than a desktop

• Use apps appropriately - they can be sub-par if not given the correct amount of time and resources

• Geo-targeting your consumers with great offers, relevant to them when they’re out and about


If you only do one thing, then plan!

• Have a plan for dealing with social media• Create a strategy that ties your digital

touch points together• Plan for day to day content management

– responding, redirecting, adding & engaging

• Crisis management• Activation & Campaigns


THANK YOUValentina BorboneClient Relationship [email protected]: 02 9516 5480

mailto:[email protected]

Date post:	23-Aug-2014
Category:	Lifestyle
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Beautyheaven digital seminar

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