hba 2012 presentation - how beauty brands should approach social
TRANSCRIPT
speaker twitter: @ JAMIECID
Social Media
Social Media - Does it Make Sense ? The Real Numbers -Statistics Brand Examples – Recent Launches Best Practices – Best Practices Tools
Does it make sense ?
Distributors Manufacturers Brands
social eco system
• Social Media accounts for 18% of the time spent online. • Women looking for beauty information are one
of the top five searches on Google and Youtube • Facebook is the single largest server of
display inventory on the web.
the social with out the media
social media platforms FACEBOOK – TWITTER – PINTEREST – INSTAGRAM –
YOU TUBE • Niche Campaign • Track • Engage • Conversions • Focus Groups • Giveaway • Sales
new players
new players
new players
12 © comScore, Inc. Proprietary and Confidential.
Pinterest is the fastest growing social media site in both Unique Visitors and Clicks on search engines
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Unique Visitors (000) Search Engine Clicks (000)
Pinterest is a content sharing ��������� ��������������
images and videos to share in an online community. Since reporting began in May, it is the fastest growing social
media site of the past year.
Source: comScore US Media Metrix Data
ONLINE VIDEO
15 © comScore, Inc. Proprietary and Confidential.
The average internet user viewed 243 videos with a viewing time of 21 hours, 22 minutes
� Reach of elusive audiences
� Better engagement � However, monetization is still a big
challenge:
� User experience � Rights for UGC (User
Generated Content)
Value Drivers of Online Video Advertising
Source: comScore Video Metrix, March 2012
March 2012
US Video Viewers 187MM
% Of Internet Users Who Viewed At Least One Video 83%
Total # of Viewed Videos 45.4B
YoY Growth in Video Views 33%
Videos per Viewer 243
Viewing Time per Viewer 21 hr 22 min
13 © comScore, Inc. Proprietary and Confidential.
Pinterest buyers spend more, buy more items, and conduct more transactions than other social media buyers
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Item
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Transactions per Buyer
Bubble size = Dollars per Buyer
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LinkedIn Pinterest Twitter Facebook Tumblr
Buying Power Index
Pinterest users are second only to LinkedIn users in the Buying Power Index of the top 5 social media sites.
However, Pinterest buyers spend more money, more often, and on more items
than any of the other top 5 social media sites.
Source: comScore US Media Metrix Data
BUYING POWER
Facebook launch
burberry body
burberry body Results • 8 mill + Fans • Sample Give Away Of Body • Over 245,000 samples sent out in less than a week • Including a print “Thank You” card • You Tube Video – Christopher Baily • 60% Increase in Digital Spend • 25% Revenue Increase in 2011
due to it’s Digital Integration
Facebook launch
nars –tinted moisturizer foundation
Results • February launch 2012 • 11,000 samples • Added 17,000 + New Fans in just a few hours • Feedback provide by the fans
nars –tinted moisturizer foundation
bare escentials
97% of conversations !are led by fans! !
LAUNCHING YOUR SOCIAL PLAN
• Platforms • Activist / Council • Strategist • Policy • Execution Team (Director, Manager etc..)
ROI Tools - hootesuites
ROI Tools radian 6
purpleherd.com