Social Media Success for the Cosmetics Industry

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The 4 Steps for Social Media Success

David Liem Lead Consultant, Social [email protected]

Edition

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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

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We all know social media is

BIG

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Social network users>1billion

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750Million People on

Earth is on

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2.9Billion hours

watching a month

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1.6Million messages get sent a day on

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2+Billion mobile phone subscribers in Asia

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42%Had a conversation with a brand via social network

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Yes, we all know we have to be on

social media...

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But how do we

DO IT??

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The 4 Steps to Social Media

Success

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The 4 Steps to Social Media Success

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Attract

1. Advertising2. In-Store Promotion 3. Viral / Word of Mouth

Goal: Grow your community.

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In-Store Promotion

• Tags on TV, posters, brochures, website, events

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Advertise

• Sponsored Ads on Google, Facebook, Twitter, Yahoo!

• Email database

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Viral / Word of Mouth

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Make it attractive to join

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Attract

1. Constant Content2. Community3. Customer Service

Goal: Increase participation

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Create Constant Content

1. Short videos2. Infographics3. Articles

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Care for your Community

• Provide educational material

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Read & Contribute to Reviews

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Share community gen. content

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Blogger Activation

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Lot’s of free stuff!

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‘How it’s made’ videos

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Customer Service

• Learn how to answers questions, complains.

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Attract

1. Contests2. Coupons 3. Cell Phones

Goal: Influence perception, store visits and purchases

Jointly organised by Happy Marketer & The Retail Academy of Singapore

What level of engagement is appropriate?

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Coupons

• Exclusive discounts just for followers

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Quizzes

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Photo Contests

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Game/Activity

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Activity: Social Shopping

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Collaborations

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Cell Phones

• Near Field Communication (NFC), QR Codes

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Attract

1. Size of Community2. Quality Conversations 3. Revenue Generated

Goal: Utilize metrics to make better business decisions

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Size of Active Community

• The number of Facebook fans, Twitter followers

• Blog posts, comments• The number of pictures, videos, article views

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Quality of Conversations

• Did you learn anything from your customers? Did they learn anything about you?

• Reviews?

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Revenue Generated

• Sales from events, contests, and products promoted through social media

• Reduction in marketing expenses• Set the right expectation about revenue

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The 4 Steps to Social Media Success

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The 4 Steps to Social Media Success

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Downloadbit.ly/bit.ly/incos2011

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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

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Thanks!

Email: [email protected]: HappyMarketer.comTwitter : @hmarketerFacebook: Facebook.com/HappyMarketer

bit.ly/incos2011