womma summit 2011: sephora's social evolution
TRANSCRIPT
WOMMA Welcomes You To
SUMMIT 2011
From ‘Likes’ to ‘Loves’ BeautyTalk and Sephora’s Social Evolution
Candace Sims Community Manager, Sephora
Paul Gilliham Director, Customer Marketing, Lithium
I love this story…
confidential
I know Sephora, but who are you?
We help brands
discover, engage
and work with their
most passionate and
knowledgeable fans
Brand
Nation
Passionate,
engaged social
customers work
with you, act on
your behalf drive
and value to the
business
6
While the journey is important,
need to establish the destination
Candace Sims Community Manager, Sephora
Social Media Goals
Lead the Social Media space for retail and beauty
Connect with clients by fostering a dialogue and
creating a compelling Sephora presence
everywhere they are talking about beauty
Drive sales and loyalty
Showcase Sephora’s service and expertise in
beauty
Elevate our brand by innovating in new channels
Social Evolution 1.5 MM
Reviews
2 MM
Likes 246 K
Followers
BT on FB
Why BeautyTalk?
Capture the conversation
Which is more helpful?
Why BeautyTalk?
Turning online connections into offline action
They Don’t Just Talk!
BeautyTalkers spend 2.5x more $
Super users spend 10x more $
This is their day job! Average
super user spend 36.5 hrs/week
on BeautyTalk
What Works Feed the conversation Allow users to personalize
Keep it Fresh
Listen and Learn Unify Brand Voice
What’s Next?
Deepen Engagement
– Keep superusers coming back with special panels and offers to make them feel like VIPs
– Give superusers the inside scoop on new community updates
Create a social hub for all Sephora activity
– Bring social cred with you on FB, get credit for writing reviews and visiting stores
– Help us help you
Be the go-to destination for all things beauty!
The Sephora Hauls Video
sephora.com/beautyadvice
lithium.com