1330 omma social jason yau
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AN INSIDE PEEK OF L’OREAL’S REDKEN & PUREOLOGY SOCIAL STRATEGY
Jason Yau Interactive Marketing
STRATEGIC PORTFOLIO OF BRANDS….
The Body Shop
Luxe Division
Active Cosmetics Division
Consumer Products Division
MIZANI
Professional Products Division
PROFESSIONAL PRODUCTS DIVISION
MIZANI
Professional Products Division
INTRODUCTION
“Social media isn’t a fad, it’s a culture shift.”
-Gary Vaynerchuk
Source: McKinsey & Co.
TRADITIONAL FUNNEL
THE LOYALTY LOOP
CONSIDER
BUY ADVOCATE
EVALUATE
Source: McKinsey & Co.
NEW CONSUMER PATH TO PURCHASE
THE LOYALTY LOOP
EVALUATE
BUY ADVOCATE
Source: McKinsey & Co.
CONSIDER
NEW CONSUMER PATH TO PURCHASE
THE LOYALTY LOOP
CONSIDER
BUY ADVOCATE
Source: McKinsey & Co.
EVALUATE
NEW CONSUMER PATH TO PURCHASE
THE LOYALTY LOOP
CONSIDER EVALUATE
BUY BUY ADVOCATE
Source: McKinsey & Co.
NEW CONSUMER PATH TO PURCHASE
THE LOYALTY LOOP
EVALUATE CONSIDER
ADVOCATE ADVOCATE
BUY
Source: McKinsey & Co.
NEW CONSUMER PATH TO PURCHASE
PPD SOCIAL MARKETING TASKFORCE
• Vision Statement:
In two years, social strategies will be integrated across all owned, earned and paid PPD marketing programs to engage the salon community, influence consumers to visit salons and build brand loyalty among all our customers.
CHOOSING A PLATFORM
BE EVERYWHERE
BE WHERE IT
MATTERS TO OUR
BUSINESS
CURRENT PLATORMS
Brand Awareness. Community.
Loyalty.
Product Promotion.
Customer Engagement.
Sales Driver.
SOCIAL MEDIA GOALS
Sampling.
SOCIAL TEAMS: PHASE 1
Interactive Redken Facebook
Public Relations Redken Twitter
Marketing Pureology Facebook
Communications Pureology Twitter
NEGATIVE USER EXPERIENCE
• Checks and Balances – not in place
• Un-optimized Content
• Lacking Customer Service
(9 out of 10 questions go unanswered)
CHALLENGES
• Band-Aid Solution
• Lack of formal social media strategy
• Can not keep pace with emerging trends and best practices
• Engagement efforts focus on ‘low hanging fruit
SOCIAL TEAMS: PHASE 2
Interactive and PR
Directors
Interactive Marketing
Interactive Marketing
Brand Marketing
Brand Marketing
Education
Integrated Communications
Copywriter Public
Relations
Integrated Communications
Interactive Marketing
Public Relations
IDigital
Redken Twitter Pureology Facebook Redken Facebook
BRIDGE THE GAP!
CONTENT
CUSTOMER SERVICE
STRATEGY
SOCIAL TEAMS: PHASE 3
SOCIAL MEDIA TEAM MEMBERS
SALON PROFESSIONAL CONTENT STRATEGY
Brand Voice Brand Content
• Resource • Encourage stylists to
recommend to consumers
• Grow the Stylist Community • Create brand loyalty • Promote new products and
services • Drive to brand owned
platforms • Story driven content and not
too “Corporate” • Customer Service
CONSUMER CONTENT STRATEGY
Brand Voice Brand Content
• Brand is the voice of authority
• Content Library • Asking and Listening to our
customers
• Create brand awareness , engagement and loyalty
• Highlight New Products and Services
• Drive to local salons for products and services
• Peer to peer referrals • Drive community to other
digital spaces • Customer Service
CONTENT CALENDAR: SOCIAL BY DESIGN
SOCIAL MEDIA
TEASER LAUNCH
REVEAL OF REDKEN TIMELINE
LAUNCH OF CHROMATICS
LAUNCH OF CHROMATICS
LAUNCH OF CHROMATICS
LAUNCH OF CHROMATICS
THE RESPONSE
THE RESPONSE
THE RESPONSE
THE RESPONSE
USER GENERATED CONTENT
SOCIAL BRANDED CONTENT
SOCIAL BRANDED CONTENT
SOCIAL BRANDED CONTENT
SAMPLING
EARNED MEDIA
VIRGIN CAMPAIGN
VIRGIN CAMPAIGN
10 million
estimated earned media & viral
6,000+ entries
2,550 email opt-ins
30,000+ votes
VIRGIN CAMPAIGN RESULTS
New Technology for the Beauty Industry Hypercuration™
EXPERIMENTATION
HYPERCURATION
CONTENT ID
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Jason Yau Social Media & Interactive Marketing L’ OREAL USA: Redken & Pureology