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Beautyheaven digital seminar

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Valentina Borbone of Zuni Digital Agency began by asking participants to question how engaged their brand was in light of the recent statistic that seven in 10 marketers have little understanding of the social media conversations surrounding their brands.

The statistics revealed included 184 million people are now blogging worldwide and 57 per cent of Australians publish their opinions online. Over 85 per cent of Australians read other consumers’ opinions online, specifically about products, services or brands and 57 per cent have watched an online video to support a purchase decision.

In the consumer trust stakes, recommendations from other consumers come at the top of the results, with a staggering 78 per cent - above newspapers, brand websites and magazines.

The customer journey and digital touch points were explained along with some successful digital case studies specific to beauty and an overview of how to leverage some of the online tools available to best engage and reward the audience.

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  • Hi Val great presso - One social media campaign that I didn't mentioned which is worth sharing was the campaign for Jimmy Choo in the UK - they used Foursquare checkins around the city - checkin to get a free pair of JC's- they pushed the of where they'll be next through their Facebook fan page- the campaign went nuts - great use of social media. :)
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Beautyheaven digital seminar

  1. 1. The Digital Make Up for Beauty<br />How digital is used in the beauty industry<br />
  2. 2. <ul><li>Develop strategies which determine the best role that the digital channels can play in achieving business objectives
  3. 3. Implement, manage, improve and optimise those strategies
  4. 4. Campaigns, social media, websites, mobile, eCRM, promotions, competitions, search etc.</li></ul>What We Do<br />
  5. 5. Why Social Media<br />The Good, the Bad and the Ugly<br />Top Tips for 2011<br />How Consumers Use Digital to buy your Products<br />
  6. 6. Why Social Media<br />
  7. 7.
  8. 8. Social Media Landscape<br /><ul><li>The average American internet user watches 30 minutes of video online per day (comScore)
  9. 9. 22% of Fortune 500 companies now have a public-facing blog that has at least one post in the past 12 months
  10. 10. Social networking site usage grew 88% among internet users aged 55-64 years (April 09 – April 10) (Pew Research)
  11. 11. The change in social media use for baby boomers rose from 9% in Dec 08 to 43% in Dec 10 (Marketingcharts.com.au via David Erickson)
  12. 12. 50% of women in the US followed or were fans of a company’s social media profile as of April 2010 - driven through friend recommendations and coupon promotions.
  13. 13. The blogosphere is becoming increasingly participatory, now 184m bloggers world-wide</li></li></ul><li>Social Media Landscape<br /><ul><li>57% of Australians publish their opinions online
  14. 14. 41% publish their opinions specifically about products, services or brands
  15. 15. 29% have posted a review of a product or service online
  16. 16. 29% have discussed products with outer people online on a forum, blog or website
  17. 17. 86% read other consumers opinions online, specifically about products, services or brands
  18. 18. 57% watched an online video to support a purchase decision</li></li></ul><li>Consumer Trust<br />Nielsen Social Media Report 2009<br />
  19. 19. Twitter<br /><ul><li>175 million registered users
  20. 20. Since April 2010, 62% increase in mobile use of platform
  21. 21. 100 million tweets in last 12 months
  22. 22. 82% of users now provide a profile (33% in 2009)
  23. 23. 73% provide a location (44% in 2009)
  24. 24. 80.6% made fewer than 500 tweets
  25. 25. 22.5% account for approx 90% of activity</li></li></ul><li>Facebook<br /><ul><li>Over 500 million users globally
  26. 26. 75% of Brand “Likes” come from advertisements (Mashable)
  27. 27. More than 250m people use Facebook Connect every month
  28. 28. Uni aged people (18-24 yrs) made up fastest growing segment of users in 2010
  29. 29. Even Mark, sister brand to Avon has a Facebook presence</li></li></ul><li>Who’s Blogging?<br />You can’t ignore the blogger either:<br />Elin Kling is a well-known fashion blogger who has been covering Sweden's fashion scene since 2007.<br />She’s recently teamed up with clothing retailer H&M to launch a co-branded fashion line (Feb 2011)<br />
  30. 30. Preferred Method of Online Communication<br />
  31. 31. How Consumers Use Digital to buy your Products<br />
  32. 32. The customer journey & digital touch points – the role of online<br />Awareness<br />First Looking<br />Closer to Buying<br />Final Purchase Decision<br />Loyalty & Engagement<br /><ul><li>General Internet Usage
  33. 33. Spaces
  34. 34. Search Engines
  35. 35. Online Reviews
  36. 36. Beauty Sites
  37. 37. Search Engines
  38. 38. Product Reviews (professional / amateur)
  39. 39. Forums (detailed pros & cons)
  40. 40. Manufacturer Website
  41. 41. Online Retailers (pricing)
  42. 42. Search Engines
  43. 43. Online Retailers
  44. 44. Offline Retailers
  45. 45. Social Media Sites
  46. 46. Beauty Sites</li></li></ul><li>The customer journey & digital touch points – the role of online<br />Awareness<br />First Looking<br />Closer to Buying<br />Final Purchase Decision<br />Loyalty & Engagement<br /><ul><li>General Internet Usage
  47. 47. Social Media Spaces
  48. 48. Search Engines
  49. 49. Online Reviews
  50. 50. Beauty Sites
  51. 51. Search Engines
  52. 52. Product Reviews (professional / amateur)
  53. 53. Forums (detailed pros & cons)
  54. 54. Manufacturer Website
  55. 55. Online Retailers (pricing)
  56. 56. Search Engines
  57. 57. Online Retailers
  58. 58. Offline Retailers
  59. 59. Social Media Sites
  60. 60. Beauty Sites
  61. 61. Online Retailers
  62. 62. Forums</li></li></ul><li>Person Like Me<br />A 2006 Edelman Study revealed that trust in a "person like me” increased more than 300 percent.<br />“Friends and family” and “colleagues” rank as two of the three most credible sources for information about a company, just behind articles in magazines.<br />A "person like me" doesn't have to be anything like "me”, at least, not demographically. That person just has to share a similar interest or experience, they become an ally and advisor by virtue of having a seemingly independent, informed opinion about a subject that is relevant to me. <br />Beautyheaven has 140,000+ unique visitors<br />who are just like me<br />
  63. 63. An Edelman Example<br />The Dove campaign is one example. They used average women as models, took them to the media, and let them do the talking.<br />They allowed the message to be about real people, delivered by real people. You identified with the women.<br />That was “people like me” at its best.<br />
  64. 64. The Good, The Bad and the Ugly<br />
  65. 65.
  66. 66.
  67. 67. Augmented Reality from Shisheido – a virtual mirror<br />
  68. 68. Subscription-models<br />
  69. 69. Top Tips for 2011<br />
  70. 70. Give them the tools<br />As shoppers discover new products and reflect on their purchases, they are increasingly sharing their thoughts with their social networks and influencing perception among their peer groups.<br />When Juicy Couture added social sharing features and consumer product recommendations their product purchase conversion rates increased 160%.<br />
  71. 71. Listen & Speak<br />Engage your target consumers through your social marketing strategy to facilitate discussion with, and among, that target.<br />IT’S A CONVERSATION, NOT A PASSIVE MAGAZINE.<br />Leverage constructive feedback to both improve your products and services, as well as the perception of your brand among influential social channels.<br />
  72. 72. Leverage the Foundations You’ve Already Set<br />Use the social platforms you’ve created to extend the relationship: egMarc Jacobs live streaming fashion week shows via their websites, smartphones & iPad<br />Reward consumers who check into stores using FourSquare and who unlock the Fashion Victim badge<br />Tweets using the hashtag will be displayed on screen in real-time<br />Facebook Connect displays a show video player where users “like” & comment.<br />
  73. 73. Web Sales<br />Add something new: add-on features such as gift-wrapping /gift cards, delivery address –v- billing address etc<br />Small retailers: put in handwritten notes thanking the customer<br />Make it pretty – use great quality imagery / photography to capture the attention of a product you can’t touch<br />
  74. 74. SEO – Keep it Simple<br />The more links, or “doorways”, into your site, the more opportunities people have to visit it.<br />Got Google Webmaster Tools? Get it! - the interface gives plenty of information you can’t get from Google Analytics.<br />
  75. 75. Mobilise<br />People are viewing websites more and more on portable devices rather than a desktop<br />Use apps appropriately - they can be sub-par if not given the correct amount of time and resources<br />Geo-targeting your consumers with great offers, relevant to them when they’re out and about<br />
  76. 76. If you only do one thing, then plan!<br />Have a plan for dealing with social media<br />Create a strategy that ties your digital touch points together<br />Plan for day to day content management – responding, redirecting, adding & engaging<br />Crisis management<br />Activation & Campaigns <br />
  77. 77. THANK YOU<br />Valentina Borbone<br />Client Relationship Director<br />ZUNI<br />valentina.borbone@zuni.com.au<br />Ph: 02 9516 5480<br />

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