bluemercury social media marketing plan
TRANSCRIPT
bluemercury
▫ Background and Brand Voice
▫ Analysis
▫ Proposed Strategy
▫ Implementation Plan
Agenda
▫ Upscale boutique and spa
services at a high price point.
▫ 80 specialty stores.
▫ Joined Macy’s via acquisition in
March 2015.
“The best in makeup, skincare, and spa”
Background
Professional, Sophisticated Woman
▫ The ‘busy career woman’
▫ Younger than department store
shoppers
▫ Looking for a more relaxed
atmosphere than Sephora or Ulta
Target Audience
Social Media Habits
▫ Facebook: “reader”
▫ Youtube: Occasional tutorials
▫ Instagram: Posts 3x/week, follows
lifestyle brands & influencers
▫ Twitter: casual if at all
▫ Pinterest: boards for special
occasions
Target Audience
▫ No unified brand voice▫ Written from perspective of business
rather than a personality▫ Most posts are oriented around the
founder or products
Corporate, impersonal, product focused posting
Current Brand Voice
Nicole
▫ Powerful, down-to-earth career
woman
▫ High expectations and standards
▫ Has a clear view of the good life
▫ “Has it all”
New Brand Voice
1Analysis
Bluemercury does not use best practices on any of their social media accounts
Facebook▫ Content: focused on CEO and
products▫ Engagement didn’t extend beyond
likes, and posts typically have at most around 20 likes
▫ Highest performing posts were centered around products
▫ Generally posts every 1-3 days
Good Start, Limited Engagement
Underused and Product Focused
▫ Instagram and Twitter use the same content
▫ Text heavy captions▫ 80% about products 20% about
lifestyle▫ Few comments under
non-giveaway posts
▫ Content copying from Instagram account and often runs over 140 character limit and ends posts with “...”
▫ Few interactions, likes and retweets▫ 80% for sales and promotions
Unoriginal and Unengaging
Effective Use, Limited Followers
▫ Limited followers: 2,085 (Compare to Sephora’s 482.4k)
▫ Well-classified boards and effective pins▫ Quality “Long Pics”▫ Highlights monthly trends▫ Tutorials: “Makeup Application
Order”
Youtube
Active, but poorly used
▫ Channel active, but most videos have under 40 views
▫ Several makeup tutorials broke 1,000 views - but not recently
▫ Most videos are 10-90 seconds
2Proposed Strategy
Content Organization & New Influencer Strategy
3 Major Content Areas
Lifestyle
Influencer ProductsContent Buckets
● Product● Spa services
● Inhouse● Retailer● Promotions/
Sales
● Trends● Aspiration● Health
Content Sharing Breakdown
Brand-Adjacent Influencers
Influencers● Promote Lune+Aster Brand● E.x. Simply Sona -- partnered
with Laura Mercier (a bluemercury featured brand)
● Influencers become sole proprietors of bluemercury YouTube presence
● Any blog posts posted on Facebook
Chriselle Lim
Products and
Services
● References products, product usage, and services
● Asks questions that encourage consumers to engage with each other and with the brand
● Promote savings, sales, and special discounts
Example:
Aspirational Lifestyle
“Zen on the Go: 7 Yoga Poses Perfect for the Perpetual Traveler”
● Focuses on material that is helpful or inspiring● Does not reference products● May reference inner beauty, health, or
meditation, but avoids any mention of makeup
● Use to strengthen brand personality
Example:
3Implementation Plan
Tactical Executions & Content Calendar
Organic vs Paid Reach
On Instagram
On Facebook
Organic &
Paid
Common Metrics across Platforms
● Followers● Impressions, comments, likes, reposts● Mentions● Network referrals / Click-through
Unique Metrics for Each Platform● Facebook:
Post frequency Conversation rate Conversion (from boosted posts)● Instagram
Hashtag engagement Metrics on Influencers● YouTube
Click-through from influencers
Metrics
