Smart Social New York 2017 Keynote Session Speakers: Jeff Taylor, Regional Product Marketing Manager at Instagram Alexandra Weiss, SVP of Marketing at Glossier Alissa Lieppman, Director, Club Digital Strategy at National Football League Spike Jones, VP, Strategy at Spredfast

1. The Secrets of
A Cult Brand

2. Jeff
Taylor
Regional Product
Marketing Manager
Instagram
@JDT
VP, Strategy
Spredfast
@spikejones
Spike
Jones
Meet the Speakers
SVP of Marketing
Glossier
@alexandraweiss
Ali
Weiss
Director, Club Digital Strategy
National Football League
@alieppmen
Alissa
Lieppman
Your Host Today:

3. Spike Jones
Spredfast

4. Secrets? Oh, there are secrets…

5. The Spredfast research
team finds insights in
billions of pieces of
social data, every day.

8. Disrupting with Social

11. Highlight your tribe: Dollar Shave Club

12. Inspire your Audience: CrossFit

13. Celebrate your People: Southwest

14. Don’t be afraid of the humor: The TSA

15. Lean into your core: LaCroix

16. Lean into your core: SoulCycle

17. Show your human side: Elon Musk

18. #1. Make your Channel a Must–Follow

19. #2. Know the Platform

20. #3. Be Human

21. The Social Habits of
Cult Brands:
1. Highlight your tribe
2. Inspire your audience
3. Celebrate your people
4. Don’t be afraid of humor
5. Lean into your core
6. Show your human side

22. Jeff Taylor
Instagram

23. Secretsofa Cult Brand - Instagram
Spredfast Smart Social NYC:

24. @JeffDTaylor

28. INSTAGRAMSTORIES
200M+Instagrammers now use
Stories every day

29. CAPTURE AND SHARE THE
WORLD’S MOMENTS

30. 700M
ACTIVES
400M
DAILY
80%
BEYONDUS
1M ACTIVE
ADVERTISERS
200MDAILY
ONSTORIES
8M
BUSINESSES
CONNECTIONS AND COMMUNITY
Source: Instagram Internal Data, April 2017.

31. INSTAGRAM CONNECTS DIVERSE INTERESTS, MOMENTS & PASSIONS
M U S I C S P O R T S B E A U T Y
50% OF PEOPLE ENTER IN NON-RECIPROCAL RELATIONSHIPS

32. 55%get inspiration
on styling
59%are influenced
by Instagram when
purchasing a car
54%
use Instagram to get updates from
their favoriteteam or player
62%build excitement
for upcoming trips
PEOPLE ARE CENTEREDAROUNDPASSIONS ON INSTAGRAM
Source: “Instagram Passions” by Coherency (Facebook-commissioned study of 1662 people ages 18-65 in the US), Oct 2016.

33. BUILD
YOUR
BUSINESS
80%FOLLOW A BUSINESS
120MREACHED OUTTO A BUSINESS LAST
MONTH
Source: Instagram data, Jan 2017
Instagram data, Mar 2017
1/3MOSTVIEWED STORIES
AREFROM BUSINESSES

34. CREA CONEXIONES SIGNIFICATIVASEN CADAPASODEL CAMINO DEL
CONSUMIDOR
GENERAR
DEMANDA ADQUISICIÓN TRANSACCIÓNAWARENESS
FOR M A TOS IN TEGR AD OS

35. ADVERTISERS SHOULDHARNESS THEPOWEROFPASSIONSANDVISUALS
CONNECT TO
PASSIONS
IMMERSE VISUALLY INSPIRE ACTION

36. @redbull
VISUALEXPRESSION
INSPIRES
VISIBLEACTION

38. Ali Weiss
Glossier

39. We’re reinventing1 the beauty experience2 for girls3 who
aspire4 to be proud5 of who they are today.6
1 Reinvent — question the status quo, thoughtfully innovate
2 Beauty experience — we’re rethinking what it means to be a beauty company (how
our customers interact, how they shop, etc.)
3 Girls — the term “girls” to us implies fun and freedom, not taking ourselves too
seriously. It’s not about female vs. male or old vs. young
4 Aspire — it’s a journey, and we’re hopeful
5 Proud — Glossier should inspire pride in oneself, not trying to be someone else
6 Today — we live in the present and recognize the beauty within and around us at this
very moment

40. Born from content, fueled by community
Confidential. © Glossier 2017.
We got our start with Into The Gloss, the beauty blog that reinvented how
women talk about beauty by making them proud to share their routines.

41. Our collection of modern beauty essentials lie at the heart of
our girl’s routine
Phase 1: We think of our skincare like
makeup, designing our products to work
together to immediately bring out your
best.
Confidential. © Glossier 2017.
Skincare is essential …and makeup is a choice
Phase 2: Colors you’ll wear again and
again, in formulas that live with you, not
on you. All designed with real life in mind.

42. We know exactly who our customer is and how she engages
and communicates
Confidential. © Glossier 2017.
67%
Are 18-34 years old
Friends are the
#1
way she is
convinced to try
a new brand or
beauty product
57%
First learned
about Glossier
on social media
or from Into The
Gloss
48%
Seek opinions and
inspiration from people
they discover on social
media
60%
Buy mostly
department store
and luxury brands

43. Everything we do is optimized to start a digital conversation,
and our community fuels our brand daily
Confidential. © Glossier 2017.
Our shipping +
product packaging
is designed to be
shared
Our content is
created to spark
conversations about
beauty
3.15% engagement
rate, almost 3x
beauty industry
average
93% YoY organic
growth of
Instagram
following
107% YoY
increase in
average likes per
post

44. We engage our community in every aspect of our business
Confidential. © Glossier 2017.
Ask for
specifics
Formulate
Real
customer
testing
Pre-
launch
Launch &
storytelling
Example: Priming Moisturizer Rich

45. Our customer has evolved along with us; she helps us develop,
launch, and now sell our products
Confidential. © Glossier 2017.

46. Built on a digital platform and driven by conversation, we are
aiming to build a generation-defining beauty business.

48. Alissa Lieppman
NFL

49. 49

50. 50
CrazyPlays Players as Personalities
Super Bowl Halftime Puppy Bowl
Players as People
Our Fans

51. NFL is more than the game…
51

52. Key Themes to Building our Fan Base
Football 24 / 7 / 365
Take The Helmet Off
Go Beyond The Game

53. Football 24 / 7 / 365
How to Keep Your Communities
Engaged Every Day

54. Football 24 / 7 / 365
Provide a Diverse Content Mix

55. Football 24 / 7 / 365
Latch onto Trending Content

56. Football 24 / 7 / 365
Use Your Network
10M Fans 102M Fans

57. Take The Helmet Off
Go Behind–the–Scenes for
An Insider Look

58. Take The Helmet Off
Showcase Personalities

59. Take The Helmet Off
Highlight Behind–the–Scenes

60. Take The Helmet Off
Get Personal

61. Go Beyond the Game
Your Brand is More than the Product
You Market or Sell

62. Go Beyond the Game
Embrace the Passion

63. Go Beyond the Game
Show Your Appreciation

64. Go Beyond the Game
Giving Back Resonates

65. Football 24 / 7 / 365
Take The Helmet Off
Go Beyond The Game
Keep Communities Engaged
Provide An Insider Look
More Than Your Product

66. Q&A Time
Ali Weiss
Glossier
@alexandraweiss
Spike Jones
Spredfast
@spikejones
Alissa Lieppman
NFL
@alieppman
Jeff Taylor
Instagram
@JDT

67. Next Up…
Networking break 3:10PM - 3:45PM
Breakouts 3:45PM - 4:10PM
Social Media is More Than a Metric
(Forum A)
OR
Product Roadmap
(Forum B)