How Sephora drove their social evolution with their Beauty Talk Community

1. WOMMA Welcomes You To
SUMMIT 2011
From ‘Likes’ to ‘Loves’
BeautyTalk and Sephora’s Social Evolution

2. Candace Sims
Community Manager, Sephora
Paul Gilliham
Director, Customer Marketing, Lithium

3. I love this story…

5. I know Sephora,
but who are you?
We help brands
discover, engage
and work with their
most passionate and
knowledgeable fans
confidential

6. While the journey is important,
need to establish the destination
Passionate,
engaged social
customers work
with you, act on
Brand
your behalf drive
and value to the
Nation
business
6

7. What does it look like?
Brand Nation Video

8. Candace Sims
Community Manager, Sephora

9. Social Media Goals
 Lead the Social Media space for retail and beauty
 Connect with clients by fostering a dialogue and
creating a compelling Sephora presence
everywhere they are talking about beauty
 Drive sales and loyalty
 Showcase Sephora’s service and expertise in
beauty
 Elevate our brand by innovating in new channels

10. Social Evolution
BT on
1.5 MM
2 MM
246 FB
K
Likes
Reviews
Followers

11. Why BeautyTalk?
Capture the conversation

12. Why BeautyTalk?
Which is more helpful?

13. Turning online connections into offline action

14. They Don’t Just Talk!
 BeautyTalkers spend 2.5x more $
 Super users spend 10x more $
 This is their day job! Average
super user spend 36.5 hrs/week
on BeautyTalk

15. What Works
Unify Brand Voice theusers to personalize
Feed
Allow conversation and Learn
Listen
Keep it Fresh

16. What’s Next?
 Deepen Engagement
– Keep superusers coming back with special panels
and offers to make them feel like VIPs
– Give superusers the inside scoop on new
community updates
 Create a social hub for all Sephora activity
– Bring social cred with you on FB, get credit for
writing reviews and visiting stores
– Help us help you
 Be the go-to destination for all things beauty!

17. The Sephora Hauls Video
sephora.com/beautyadvice
lithium.com