SocialMedia.orgVideo Case Studies

Leigh Acton & Rob Jacobs

Social Media Advocacy

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellNew York

September 12, 2012socialmedia.org/blogwell

Social Media Advocacy Leigh Acton – Social Media Manager

Rob Jacobs – Sr. Manager Global Digital Strategy & Activation

Sept 2012

•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

Social Networking is in our DNA

1876 2012

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

Challenges

•Scale & Complexity: How do

we create a flexible framework

over 70 markets spanning 40+

languages and diverse social

networks?

• Lead attribution: How do we

make sure that Representatives

reap the benefits from their

activity?

•Varied levels of Representative

social media know-how from

novice to expert

•Widespread inconsistency of

branding and unauthorized use

of Avon logos and assets

How do we

empower our

Representatives

to become Brand

advocates?

Opportunities

• Over 6 million Independent

Representatives who are

natural brand advocates

• High level of Representative

social media activity across a

variety of networks

• A strong corporate social

media presence of 160

accounts and over 4 million

fans followers and subscribers

• High demand for beauty

content on social networks

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

MARKETS

REPRESENTATIVES

Social Advocacy at Scale

GLOBAL BRAND

CENTER

FRIENDS

Localize & Translate Personalize & Share Develop & Activate

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

Our first project was an interactive

launch widget that let Representatives

share a co-branded digital asset with

their social networks.

It all started with one simple widget…..

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

Representative Co-Branding

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

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

We continued to test and roll out new widgets

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

Interactive Widgets

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

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 friends

Facebook Applications

For more information :

http://apps.facebook.com/supershock/165/app

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

For more information :

http://apps.facebook.com/avonshineattract/

Facebook Applications – Like My Lips?

Advocacy Program Results

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

35% Average Click-through Rate

62 M

ark

ets

1.8 Million Deployments

12.9 Million Interactions

Key Learnings

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

The Power of Advocacy

Shares from a trusted friend strongly out

performed the typical click through rate of

Facebook ads or average open rates for an

email campaign

Keep it Simple

Every screen should have only one

prominent call to action for the user.

Secondary calls to action are fine but

should be less visually prominent.

Make it fun

Fun interactive features such as virtual try

on and photo filters drove high levels of

engagement

Offer Guidance

Some Representatives were

personalizing and saving their

widgets and apps but not ultimately

sharing them. We realized that we

needed to make the experience more

straight forward and build in some

helpful tips and guidance.

We learn as we go. Launching new

tools, analyzing performance and

iterating frequently.

Next Phase: Avon Apps

INTRODUCTION PROGRAM EVOLUTION INSIGHTS

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

We will continue to support social media

advocacy as a natural extension of the Avon

Representative’s personal connections online

Contacts

Leigh Acton – @leighacton

Rob Jacobs – @robjjacobs

Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellNew York

September 12, 2012socialmedia.org/blogwell