2. THE CHALLENGE:
webcitygirls//, led by Lynn Ponder, started with the goal to educate, inspire, empower, and
entertain women.They have built a huge following and have created volumes of online content by
connecting their followers with the most exciting events and personalities in the entertainment
world.
webcitygirls// contacted Nestivity with a challenge shared by many brands all over the
world: how to effectively leverage their social media following into a monetization strategy.Their
objective was to increase engagement and facilitate direct online sales in a way that would inform
their audience and establish them as an innovative and trustworthy source to find the latest and
greatest beauty product and technologies along with exclusive access to concerts and events.
3. THE APPROACH:
In order to achieve webcitygirls// long term goals, the strategy had to be engaging, far-
reaching, and easy to repeat. They had enjoyed the engagement in traditional #hashtag based
“Twitter parties” in the past, but wanted something unique for this project. The proposed
solution was a series of live online events in English and Spanish that paired a live video
broadcast with live interaction on Twitter. Using Nestivity’s Tweetcast platform, the
#SocialSalon was born.
For each #SocialSalon episode webcitygirls// would use Google+ On Air Hangouts
alongside real-time comments from Twitter to transmit the live video stream directed by NPN
Media production team, as well as social media teams engaging in real-time from all companies.
Each episode would include a sponsor and celebrity guest. Participants would join the event
from a computer, tablet, or phone and participate in contests, giveaways, and special offers on
new and exciting products.
4. THE APPROACH:
To reinforce the authenticity of the #SocialSalon, webcitygirls// and Nestivity
leveraged organic promotion strategies and did not spend any money on advertising. Instead,
webcitygirls// leveraged bloggers, influencers and celebrity relationships, challenged their
loyal followers to help spread the word and drive attendance to the live event.
The first episode of #SocialSalon featured True Smooth from Coolway, a hair product that
gives you salon quality results without heat damage.Top online Influencer Laura Termini was
#SocialSalon first guest.
6. THE RESULTS:
The strategy for the first #SocialSalon delivered on all objectives.
The #SocialSalon hashtag was used nearly 1,200 times, reaching 2,124,690 unique
individuals, and driving over 12,000,000 impressions!
Further, webcitygirls// saw engagement metrics that are well above average; a 10% click-
through rate to the sponsor’s offer and an incredible 25% conversion rate!
These impressive results have not only led to continuing the #SocialSalon series, but
also inspired a strategy of live tweeting during “encore” presentations of previously
recorded live broadcasts.This will extend the life of each episode, support with SEO,
increase awareness of the #SocialSalon and continue to drive conversions for
sponsors over time.
7. ARE YOU READY TO BE A PART OF OUR NEXT
#SOCIALSALON?
LET’S DO THIS!!!
THANK YOU - GRACIAS!!!
