The Social Engagement Rankings of the Top 15 Cosmetic Brands: Secret #1: Winning Brands Dynamically Engage

cosmeticHistorically brands were managed via brand guidelines that specified font, colors, icons, visual imagery, logos, and design—all of which were
incorporated in the brand’s vision, mission, positioning and benefits. The brand “toolkit”—before social media— was about creating these emblems to represent the “expression” of a brand.The emblems were the means for the brand to communicate to the “audience.” Done well, those brand emblems or assets created the experience of— and the perception of the brand.

The brand’s identity—and thus brand equity— was then expressed through:

• Promises & Guarantees
• Position & Ideology
• Logos & Icons
• Tagline & Key Messages

An emphasis in brand building is the idea of evoking an emotional connection between the brands and customers. Before social media the above brand assets were used generate the associated feelings about a brand and defined the relationship and bond with customers.

“Driven by the fundamental shift in control from companies to consumers, the future belongs to those who make emotional connections with them.”

– Kevin Roberts, CEO of Saatchi & Saatchi & Author of Lovemarks Effect

Winning in the Consumer Economy

While the old brand assets obviously still matter, a brand’s ability to compete in the digital and social world requires something additional.

When a brand participates with their customers, those interactions shape customer’s perception of the brand. Transitioning from static logos to interactions requires a brand to create new brand guidelines to incorporate social media. Those guidelines need to detail how the brand organizes it’s communications into interactions and drives engagement with customers.

Engagement means that a brand must become an active participant with it’s customers. Digital brands are not just “things” customers
buy. Today’s customers are seeking an experience, where the audience is the main attraction, not the brand. The brand is no longer the “story”
– the interaction is. The currency?

The authors of the Cluetrain Manifesto said, “Markets are conversations.”

The social web is essentially a storytelling medium. To effectively engage customers, a brand needs to develop a brand persona and the
ability to uniquely tell its story. Part of telling that story is also creating compelling content.

How Branding Building & Marketing Changed With Social Media

“With more and more consumers committed to spending their money before they set foot inside a store, the challenge is: How can you get them to commit to spending on your product or service? The answer is you’ve got to make an emotional connection with your consumers.”

-Marshal Cohen, Chief Industry Analyst, NPD

Today, brand perception is shaped by the conversation between the brand and the customer, where the customers’ motivation is to make an emotional connection with the brand. It’s imperative to understand the difference between “awareness” and being “loved” by customers. To be a “Loved“ brand requires the brand correspond with customers in a genuine, authentic and real persona. Out with stale, stiff, rigid one- way brand communications. In with social, deeply personal , novel two-way dialogues.

Thus, Digital Cosmetic Brands are activities and social experiences requiring a brand to define their behavior strategy. Some of those interaction behaviors include being:

• Transparent, of service, entertaining

• Providing utility, rewards & unique, exclusive experiences.

What might get in the way of delivering social experiences?

Stayed tuned for Secret #2! And if you want to download the whole ebook on the Top 15 Most Engaged Cosmetic Brands:  click here

Executive Success Acceleration Firm
We work with brands & software companies to deliver increased revenue and decreased costs.
Our Motto? Learn. Share. Grow!

@DrNatalie L. Petouhoff

Want to see how to get an ROI from Social Media? Check out these fun videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
Video 3: How Social Media Benefits the Whole Company

Here’s My book on How Businesses can Drive Sales on Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Want to get more info on the business use of social media? Connect with me here:
Twitter:
 @drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts
Facebook: https://www.facebook.com/natalie.petouhoff

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A Facebook Commerce Pop-Up Store- Social Commerce For Small Business: Rachel Roy Jewelry

How to use a Facebook Commerce Pop-up Store / Social Commerce For Small Business and Monetize Fans

Social commerce is the addition of shopping to social networks. Small business can profit from Facebook Commerce. But if businesses aren’t careful, social commerce has the potential to ruin social networks. That’s why it’s important how brands fulfill on f-commerce. It will directly affect the success not only for their own individual brand, but as an industry as a whole. If social networking shopping sites are not delivered in the spirit of what the customer wants, it will fail. If they are delivered well, social commerce can succeed. If not for this point alone, brands need to pay attention to f-commerce as an example of how shopping can be integrated within a social network.

English: American fashion designer Rachel Roy.

Image via Wikipedia

An example of someone who really gets social commerce? That would be Rachel Roy. Rachel used a pop-up store— a Facebook commerce store to create engaging social merchandising experiences that increase a brand’s fan base while driving transactions. By creating immersive brand experiences that fully integrate shopping as well as the shopper’s wider social network, the brand increased their social currency with those fans and customers. And a pop-up shop is a great way for brand to test the f-commerce waters without going into full-scale  shop.

Rachel Roy launched a pop-up store on Facebook, giving fan’s a shopping event that included early access to Roy’s new jewelry line which was a collaboration with British R&B artist, Estelle. Rachel Roy provided a limited edition, time sensitive offering that helped drive sales without having to offer a discount.

The pop-up store lasted three days and boosted Rachel Roy’s fan base by 25% in the first day and 100% by the end of the campaign. The Facebook Page acquired 1 fan every 1.5 seconds. The exclusive, limited edition piece sold out in six hours.

Rachel Roy

Image by Rubenstein via Flickr

 

 

 

The Rachel Roy pop-up shop was built on a software-as-a-service solution created by Fluid Social Fan Shop of the Fluid Agency. This is an e-commerce firm whose clients include Diane von Furstenberg, Nine West, Theory, Vans and Coach.

6 hours: Time it took for the Rachel Roy Facebook jewelry store to sell out.

3rd highest: daily sales made by Rachel Roy, the day it opened its pop-up f-store.

Bravo to Rachel Roy for being a social commerce diva!!

 

You can find more examples like this in Dr. Natalie’s Book: Like My Stuff: How To Monetize Your Facebook Fans With a Facebook Store and learn how to use social commerce for your business!

@drnatalie Learn. Share. Grow!™

Dr. Natalie Petouhoff is a social media business and ROI business adviser. You can find her here:

Twitter: @drnatalie
LinkedIn: DrNataliePetouhoff
website/blog: www.drnatalienews.com/blog

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