Social Media Success for the Cosmetics Industry

•

2 likes•3,764 views

The document outlines the 4 steps for social media success: attract, engage, influence, and optimize. It discusses strategies for each step, including advertising, contests, analyzing community size and revenue generated, to grow a brand's online presence and make better business decisions through social media. The goal is to provide guidance on effectively utilizing major platforms like Facebook, Twitter, and blogs.

Technology Business

The 4 Steps for
Social Media Success
Edition

David Liem
Lead Consultant, Social Media
david@happymarketer.com

Hello@HappyMarketer.com

About Happy Marketer?
• Headquartered in Singapore
• Provides Strategic Consulting and
Training Services
• Focused on bringing market leading
thought leadership in Social Media
Marketing to APAC
• Trained over 1500 professionals in
less than 2 years
• Yahoo & Google Certiﬁed Partners

Hello@HappyMarketer.com

We all know
social media is

BIG
Hello@HappyMarketer.com

>1billion
Social network users

Hello@HappyMarketer.com

750
Million People on
Earth is on

Hello@HappyMarketer.com

2.9
Billion hours
watching a month

Hello@HappyMarketer.com

1.6
Million messages
get sent a day on

Hello@HappyMarketer.com

2+
Billion mobile phone
subscribers in Asia

Hello@HappyMarketer.com

Yes, we all know
we have to be on
social media...

Hello@HappyMarketer.com

But how
do we
DO IT??
Hello@HappyMarketer.com

The 4 Steps to
Social Media
Success

Hello@HappyMarketer.com

Attract

1. Advertising
2. In-Store Promotion
3. Viral / Word of Mouth
Goal: Grow your community.
Hello@HappyMarketer.com

In-Store Promotion
• Tags on TV, posters, brochures, website, events

Hello@HappyMarketer.com

Advertise
• Sponsored Ads on Google, Facebook, Twitter,
Yahoo!
• Email database

Hello@HappyMarketer.com

Viral / Word of Mouth

Hello@HappyMarketer.com

Make it attractive to join

Hello@HappyMarketer.com

Attract

1. Constant Content
2. Community
3. Customer Service
Goal: Increase participation
Hello@HappyMarketer.com

Create Constant Content
1. Short videos
2. Infographics
3. Articles

Hello@HappyMarketer.com

Care for your Community
• Provide educational material

Hello@HappyMarketer.com

Read & Contribute to Reviews

Hello@HappyMarketer.com

Share community gen. content

Hello@HappyMarketer.com

Blogger Activation

Hello@HappyMarketer.com

Lot’s of free stuff!

Hello@HappyMarketer.com

‘How it’s made’ videos

Hello@HappyMarketer.com

Customer Service
• Learn how to answers questions, complains.

Hello@HappyMarketer.com

Attract

1. Contests
2. Coupons
3. Cell Phones
Goal: Inﬂuence perception, store
visits and purchases
Hello@HappyMarketer.com

What level of engagement is appropriate?

Jointly organised by Happy Marketer & The Retail Academy of Singapore

Coupons
• Exclusive discounts just for followers

Hello@HappyMarketer.com

Activity: Social Shopping

Hello@HappyMarketer.com

Cell Phones
• Near Field Communication (NFC), QR Codes

Hello@HappyMarketer.com

Attract

1. Size of Community
2. Quality Conversations
3. Revenue Generated
Goal: Utilize metrics to make
better business decisions
Hello@HappyMarketer.com

Size of Active Community
• The number of Facebook fans, Twitter
followers
• Blog posts, comments
• The number of pictures, videos, article views

Hello@HappyMarketer.com

Quality of Conversations
• Did you learn anything from your customers?
Did they learn anything about you?
• Reviews?

Hello@HappyMarketer.com

Revenue Generated
• Sales from events, contests, and products
promoted through social media
• Reduction in marketing expenses
• Set the right expectation about revenue

Hello@HappyMarketer.com

Download
bit.ly/bit.ly/incos2011

Hello@HappyMarketer.com

Recommendations for the next 4 weeks
1. Internal check of existing social
media accounts
2. Competitor analysis on
social media
3. Assign an internal evangelist

Hello@HappyMarketer.com

Thanks!
Email: David@HappyMarketer.com
Web: HappyMarketer.com
Twitter: @hmarketer
Facebook: Facebook.com/HappyMarketer

bit.ly/incos2011
Rachit@HappyMarketer.com

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It’s a trend that’s becoming stronger and stronger in cosmetics: social media is making it possible for foreign brands to attract French consumers who no longer have any hesitation in ordering them from e-commerce sites worldwide. But the opposite is also true! In fact, foreign consumers are envious of French brands and in particular those dermo-cosmetic brands which are not available internationally. The beautyistas, veritable gurus of beauty on social media extoll the merits of our products and thereby influence their followers. That’s the reason why for many foreign consumers, a visit to a para-pharmacy has become an essential part of any holiday in France! Dynvibe has deciphered 2,500 conversations so as to better understand why these brands have come to enjoy above normal visibility on social media and why a foreign market segment finds them so highly desirable.

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Social Media Success for the Cosmetics Industry

1. The 4 Steps for Social Media Success Edition David Liem Lead Consultant, Social Media david@happymarketer.com Hello@HappyMarketer.com

2. About Happy Marketer? • Headquartered in Singapore • Provides Strategic Consulting and Training Services • Focused on bringing market leading thought leadership in Social Media Marketing to APAC • Trained over 1500 professionals in less than 2 years • Yahoo & Google Certiﬁed Partners Hello@HappyMarketer.com

3. We all know social media is BIG Hello@HappyMarketer.com

4. >1billion Social network users Hello@HappyMarketer.com

5. 750 Million People on Earth is on Hello@HappyMarketer.com

6. 2.9 Billion hours watching a month Hello@HappyMarketer.com

7. 1.6 Million messages get sent a day on Hello@HappyMarketer.com

8. 2+ Billion mobile phone subscribers in Asia Hello@HappyMarketer.com

9. 42% Had a conversation with a brand via social network Hello@HappyMarketer.com

10. Yes, we all know we have to be on social media... Hello@HappyMarketer.com

11. But how do we DO IT?? Hello@HappyMarketer.com

12. The 4 Steps to Social Media Success Hello@HappyMarketer.com

13. The 4 Steps to Social Media Success Hello@HappyMarketer.com

14. Attract 1. Advertising 2. In-Store Promotion 3. Viral / Word of Mouth Goal: Grow your community. Hello@HappyMarketer.com

15. In-Store Promotion • Tags on TV, posters, brochures, website, events Hello@HappyMarketer.com

16. Advertise • Sponsored Ads on Google, Facebook, Twitter, Yahoo! • Email database Hello@HappyMarketer.com

17. Viral / Word of Mouth Hello@HappyMarketer.com

18. Make it attractive to join Hello@HappyMarketer.com

19. Attract 1. Constant Content 2. Community 3. Customer Service Goal: Increase participation Hello@HappyMarketer.com

20. Create Constant Content 1. Short videos 2. Infographics 3. Articles Hello@HappyMarketer.com

21. Care for your Community • Provide educational material Hello@HappyMarketer.com

22. Hello@HappyMarketer.com

23. Hello@HappyMarketer.com

24. Read & Contribute to Reviews Hello@HappyMarketer.com

25. Share community gen. content Hello@HappyMarketer.com

26. Blogger Activation Hello@HappyMarketer.com

27. Lot’s of free stuff! Hello@HappyMarketer.com

28. ‘How it’s made’ videos Hello@HappyMarketer.com

29. Customer Service • Learn how to answers questions, complains. Hello@HappyMarketer.com

30. Hello@HappyMarketer.com

31. Attract 1. Contests 2. Coupons 3. Cell Phones Goal: Inﬂuence perception, store visits and purchases Hello@HappyMarketer.com

32. What level of engagement is appropriate? Jointly organised by Happy Marketer & The Retail Academy of Singapore

33. Coupons • Exclusive discounts just for followers Hello@HappyMarketer.com

34. Quizzes Hello@HappyMarketer.com

35. Photo Contests Hello@HappyMarketer.com

36. Game/Activity Hello@HappyMarketer.com

37. Activity: Social Shopping Hello@HappyMarketer.com

38. Collaborations Hello@HappyMarketer.com

39. Cell Phones • Near Field Communication (NFC), QR Codes Hello@HappyMarketer.com

40. Hello@HappyMarketer.com

41. Attract 1. Size of Community 2. Quality Conversations 3. Revenue Generated Goal: Utilize metrics to make better business decisions Hello@HappyMarketer.com

42. Size of Active Community • The number of Facebook fans, Twitter followers • Blog posts, comments • The number of pictures, videos, article views Hello@HappyMarketer.com

43. Quality of Conversations • Did you learn anything from your customers? Did they learn anything about you? • Reviews? Hello@HappyMarketer.com

44. Revenue Generated • Sales from events, contests, and products promoted through social media • Reduction in marketing expenses • Set the right expectation about revenue Hello@HappyMarketer.com

45. The 4 Steps to Social Media Success Hello@HappyMarketer.com

46. The 4 Steps to Social Media Success Hello@HappyMarketer.com

47. Download bit.ly/bit.ly/incos2011 Hello@HappyMarketer.com

48. Recommendations for the next 4 weeks 1. Internal check of existing social media accounts 2. Competitor analysis on social media 3. Assign an internal evangelist Hello@HappyMarketer.com

49. Thanks! Email: David@HappyMarketer.com Web: HappyMarketer.com Twitter: @hmarketer Facebook: Facebook.com/HappyMarketer bit.ly/incos2011 Rachit@HappyMarketer.com

Social Media Success for the Cosmetics Industry

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