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

JYau@Redken.com

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Jason Yau Social Media & Interactive Marketing L’ OREAL USA: Redken & Pureology