Glossier Social Media Strategy

1. GLOSSIER
Social Media Strategy

2. Table of Contents
◦ Executive Summary- 3
◦ Social media audit-:4-12
◦ Social media objectives:13-14
◦ Online brand persona and voice: 15-16
◦ Strategies and tools: 17-18
◦ Timing and key dates:19
◦ Social media roles and responsibilities: 20
◦ Social media policy: 21
◦ Critical response plan: 22-23
◦ Measurement and reporting results: 24-27

3. Executive Summary
◦ Glossier is a beauty company that sells makeup and skin care products for every woman. The
products are created to enhance the natural beauty of real girls, in real life. Glossier
◦ Our target goals for 2017/2018 will be to expand Glossier’s presense on social media. To do this, we
will be focusing on increasing engagement and followers on social media networks by creating
original and creative content that encourages interaction with customers.
◦ 1. A plan to deliver more original content that reflects the personality of Glossier.
◦ 2. Use our social media platforms to form customer relationships.

4. Social Media Audit
◦ The following charts make up an audit of Glossier’s current social media activity. These assessments
present an overview of the major social media platforms, the web traffic, audience demographics and a
competitor assessment.

5. Social Media Assessment
◦
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter twitter.com/glossier 44,200 15 posts a week .05%
Instagram Instagram.com/glos
sier
765,000 14 posts a week 3%
Facebook Facebook.com/glos
sier
149,410 20 posts a week .05%
YouTube Youtube.com/glossi
ertv
85,356 3 posts a month Average 200,000
views

6. Social Media Assessment Summary
◦ Instagram currently holds the most interactions compared to other major social media platforms.
Twitter, Facebook, and YouTube generate significantly less engagement.

7. Website Traffic Sources
Source Volume Percentage of Overall
Traffic
Conversion rate
Twitter 20,000 unique visits 5% 2.6%
Instagram 40,000 unique visits 20% 3.5%
Facebook 10,300 unique visits 10% .8%
YouTube 11,000 unique visits 15% 1.7%

8. Website Traffic Summary
◦ Traffic Summary: Instagram is currently our biggest driver of traffic to our website. However, YouTube
follows close behind even though YouTube has a lower engagement rate than the other platforms.
Twitter and Facebook bring in a decent amount of traffic with respective conversion rates but these
numbers should be higher considering the amount of content being posted on these two platforms
compared to YouTube.

9. Audience Demographics Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social
Primary need Secondary
Need
75% 18-30
15% 31-45
5% 45-60
5% 60-80
85% Female
15% Male
50% Instagram
25% Facebook
15% Twitter
10% YouTube
30% Instagram
50% Facebook
10% Twitter
10% YouTube
Keeping up
with the newest
beauty product
trends
Basic beauty
needs for
everyday use

10. Audience Demographic Summary
◦ A majority of respondents were in the 18-30 age group. As expected, their primary social network
choice is Instagram. Facebook trails closely behind as the primary social network choice, but is the
majority choice for secondary social network choice. Keeping up with beauty trends and fulfilling basic
beauty needs are their primary motivators for purchasing Glossier products.

11. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Milk Makeup Instagram:
Instagram.com/milkm
akeup
Strong branding posts
with a mix of video and
slideshow pictures.
Minimal likes and
comments on posts,
many of the posts like
similar
RMS Beauty Instagram:
Instagram.com/rmsbe
auty
cohesive layout, all of
the pictures look clean
and neat. Great variety
of content. Good
amount of likes on
posts.
Lack of creative
content, very minimal
interactivity in the
comments
Benefit Cosmetics Instagram:
instagram.com/benefi
tcosmetics
Strong branding, Really
high interaction with
customers in the
captions and the
comments
The content doesn't’t
follow a cohesive
theme or layout,
appears messy at first
glance

12. Competitor Assessment Summary
◦ The assessment on the previous slide focused on Glossier’s three major competitors and their
strong presence on their primary social network platform, Instagram. A creative mix of video
and photo content is a main contributor to high engagement with their audiences.

13. Social Media Objectives
◦ The target goal of our social media strategy will be to support sales growth by increasing overall
awareness of our brand through social media channels. To achieve this goal, our main approach will
be to increase interactivity on major social network platforms by creating original and creative
content that encourages stronger customer relationships.
◦ Specific Objectives:
◦ 1. Increase website traffic from social networking sites by 20% in 6 months.
◦ 2. Increase the engagement rate on Facebook and Twitter by 2% in 6 months.
◦ 3. Increase Instagram followers by 150,000 in 6 months.
◦ 4. Increase the amount of YouTube videos to 4 per month/1 per week over the next 6 months.

14. Social Media Objectives Cont.
◦ KPI’s
◦ 1. Number of unique visitors from Facebook, Twitter and YouTube.
◦ 2. Number of Instagram followers
◦ 3. Number of comments/likes on Instagram, Twitter and Facebook
◦ 4. Number of posts per month on YouTube
◦ Key Messages:
◦ All Natural Beauty
◦ Makeup Made For the Real You

15. Online Brand Persona and Voice
◦ Adjectives that describe our brand:
◦ Natural
◦ Unique
◦ Feminine
◦ Honest
◦ When interacting with customers we are:
◦ Compassionate
◦ Friendly
◦ Helpful

17. Social Strategies
◦ Paid: Increase presence on Facebook by using Facebook advertisements. Multi-product or “Carousel
Ads” would give us a great opportunity to promote our best-selling beauty and makeup products.
These Facebook ads should be shared four times a week mixed in with organic Facebook posts for a
total of 14 posts a week (two posts a day).
◦ Owned: Incorporate meaningful hashtags with posts on Twitter and Instagram to increase customer
interactions. These hashtags include: #HowDoYouGloss? #TheGlossierWay #GlossMadeForMe.
Introduce each hashtag in a post that encourages customers to reply, or create their own post, showing
us how they use their Glossier products. Repost the responses from the customers, including photo
responses.
◦ Earned: Monitor the responses from hashtags listed above and offer free shipping and discount codes
to customers who showed us how they use their glossier products. Also stay up to date on comments
and twitter replies to offer discounts to customers interacting with us on social media!

18. Social Tools
◦ Approved tools:
◦ Hootsuite
◦ Buffer
◦ Rejected tools:
◦ N/A
◦ Existing Subscriptions Licenses:
◦ Photoshop
◦ Vimeo

19. Timing & Key Dates
◦ Holiday Dates:
◦ Christmas
◦ Valentines Day
◦ Internal Events:
◦ International Make Up Artists Trade Show New York(IMATS): April 13-15
◦ Indie Beauty Expo Los Angeles: January 22-25
◦ The Makeup Show New York @ Makeup Shop NYC: December 16-17
◦ Reporting Dates:
◦ Reporting will occur at the beginning of each quarter in January, March, July and October.

20. Social Media Roles & Responsibilities
◦ Social Media Manager: Ashley Knott
◦ Responsibilities include managing social media marketing campaigns and day to day activities.
◦ Social Media Director: Hannah Burkhardt
◦ Responsible for representing the brand, monitoring and responding to media interactions.
◦ Social Media Coordinator: Maria Pisiani
◦ Responsible for managing the products and how they are represented on social media.

21. Social Media Policy
◦ In our society, social media has the power to bring people together to share interests, opinions,
aspirations and passions. It is a wonderful way for our company to interact with customers and share
our unique story through videos, pictures and messages. At Glossier, we pride ourselves on staying
honest and loyal to our customers no matter the situation. As an employee of Glossier, you are held to
a higher standard to maintain our company’s ethics. Here are some simple guidelines to follow when
using social media at Glossier:
◦ Be compassionate
◦ Listen to negative comments, don’t be defensive
◦ Help the customer until he or she is content
◦ Be polite
◦ Be sensitive
◦ if you’re not sure how to respond, ask!
◦ Respect all social media users
◦ Go beyond a simple response, offer a way you can help
◦ Be funny! Share some funny memories at Glossier
◦ Never bring down the competition with negative words

22. Critical Response Plan
◦ Scenario 1- Instagram Hack Leading To an Inappropriate Image Being Shared
◦ Action Plan
◦ 1. When image is detected:
◦ Immediately log out of the Instagram, change passwords to prevent further damage
◦ Take a screenshot of the innapropriate post
◦ Contact Ashley Knott, Social Media Manager and Jared Michaels, Head of IT
◦ 2. Meet with Ashley and Jared to examine the cause and the damage of the hack
◦ 3. Inform all employees
◦ 4. Develop a plan to avoid further hackings and design the best way to respond following an inappropriate
post
◦ Pre approved messaging: “Unfortunately, Glossier’s social media was affected by a hacking crime earlier
today. We apologize for any offensive imagery that was shared on our accounts.”

23. Critical Response Plan Cont.
◦ Scenario 2- Customer breaks out in a terrible rash after using the highlighter and shares her
experience on Facebook and Instagram
◦ 1. Immediately contact Ashley and Hannah Burkhardt.
◦ 2. Hannah must reach out to the customer directly to offer help, discounts, free merchandise.
◦ 3. Have Ashley evaluate the amount of reactions on social media regarding the incident,
determine which media platforms are reacting
◦ 4. Hannah has to share a message on all social platforms to clarify the situation and prevent
further reactions being spread
◦ 5. Ashley, Maria, and Hannah should continue to monitor the situation and address any negative
comments
◦ 6. Brief the rest of the social media team on how to handle this particular situation for future
risks
◦ Pre approved messaging: “Glossier uses all natural products, but it is common for customers to
have an allergic reaction to some ingredients used. We advise all customers to please
thoroughly read the label before using a product.”

24. Measurement & Reporting
◦ Quantitative KPIs
◦ Reporting period: 3 months, Data as of March 1st, 2017
Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Twitter Twitter.com/glossi
er
45,500 16 posts per week 2%
Instagram Instagram/glossier 895,000 16 posts per week 5%
Facebook Facebook.com/glo
ssier
185,500 25 posts per week 3%
Youtube Youtube.com/glos
siertv
98,100 4 posts a month Average 500,000
views

25. Website Traffic Data
Source Volume % of overall traffic Conversion Rate
Twitter 25,000 8% 1.9%
Instagram 42,000 23% 2.3%
Facebook 107,200 14% 1.4%
YouTube 14,000 17% .09%
Reporting Period: 3 Months
Data as of March 1st

26. Results Assessment
◦ Website traffic from our major social media networks have increased in the last three months. Traffic
from Twitter, Facebook, Instagram, and YouTube makeup 60% percent of our total website visits. We are
on track to reaching our six month goal of a 20% increase in web site traffic from social networking sites.
◦ Glossier’s Instagram following has increased by a remarkable 100,000 followers in the past three
months! We are quickly approaching our six month goal of reaching 915,000 followers.
◦ Our YouTube activity has increased to 4 posts a month, we are now sharing 1 video per week with our
viewers.
◦ The hashtags presented earlier were introduced through Instagram and Twitter posts. The hashtags
generated frequent customer interactions through replies on Twitter and comments on Instagram. Since
introducing the hashtags, our engagement on Instagram and Twitter has significantly increased.
◦ Overall, all of our main social networking platforms have gained more followers along with a higher
engagement rate. This increased activity is generating more website traffic and boosting our brand
awareness.

27. Sentiment Analysis
◦ A total of 200 Facebook, Instagram, Twitter and YouTube posts were analyzed to asses the overall
opinion of Glossier expressed by media users. The analysis revealed the following:
◦ A majority of interactions were comments from customers praising their Glossier products after
receiving them in the mail. Many customers posted images of the package when it arrived and shared
how excited they were to receive their new products. Many posts also shared personal stories and
transformations after using Glossier beauty products.
◦ The negative comments were mostly in regards to the shipping time. Customers complained that their
packages were weeks late and way past the date that they were expected to arrive.