A Validation of Social Media Research via Skincare and Beauty
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expect great answers InnoCos 2013: Day 2 Sourabh Sharma | SKIM @skimgroup @sssourabh #innocos
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Sourabh Sharma, SKIM's resident Communication & Social Media Research expert, was Chairman on Day 2 of the Innovation in Cosmetics Conference (InnoCos) in New York on July 10-11. He kicked off the day with a lively presentation on mindblowing, well received facts on how social media can be used as an adjacent or substitute piece of research, and focused on the skin care markets. Speakers from P&G and L'Oreal were thrilled that the results of the skincare study were perfectly in line with intuition and results from their classical research, reinforcing the fact that social is here to stay.
Transcript of A Validation of Social Media Research via Skincare and Beauty
expect great answers
InnoCos 2013: Day 2
Sourabh Sharma | SKIM@skimgroup@sssourabh#innocos
… and much more
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Blog• sssourabh.com• Facebook Page
Professional• LinkedIn• Carbonmade Portfolio
Social• Facebook• Twitter• Google+• Lookbook
Photo / Video• Pinterest • Instagram• Vine • Tumblr• Flickr• Gentlemint• Dudepins
Ideas• Formspring• Stumbleupon
s s s o u r a b h
4
“My brand is on every social network. What
next?”
“What do I do with social media research? What
makes it actionable?”
“How can I use social media to help with my current marketing and research activities?”
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volume
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All Shakespeare heroes are true heroes...
Yet, they always have one feature, which is both their rise, and when in excess,
their downfall.
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… but despite our love for it, Shakespeare’s era is somewhat over. We are in
a delicious world of
big data
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freely (publically) available
spontaneous
real-time
consumer understanding
unprompted
trackable
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listen to your consumers
sometimes without even asking questions
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Classic ResearchSocial MediaMonitoring
Social Media Research
1. Formulate objective and
topic
2. Publically available internet
scanning and listening
3. Data Collection, coding, sorting
4. Analyze and strategize
Res
earc
h M
etho
d
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skin careBy 2014, skin care will
increase its already sizeable lead in the beauty market to
reach $91 billion
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May through July 2013
55,000+ results of skincare
conversations on social media
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platforms of conversation
Other Social Networks
Video
Reviews and Ratings
Blogs
Tumblr
Forums / Communities
1%
5%
6%
11%
13%
13%
20%
22%
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skin problems
Genera
l
Comple
xion
Acne
Dry
Sensit
ive
Wrin
kles
OilySca
rs
21%
14%
8%
3% 2% 2% 2% 2%
15
41%
6% 6%2% 2% 2% 2% 1% 1% 1%
products
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creams
BBBod
yHan
d CCFac
e
Lighte
ning
Night
Anti-w
rinkle Foo
t
Anti-ag
ing
12%
5%3% 3% 2%
1% 1% 1% 1% 1%
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LoveHate
Dislike Like
Incr
easi
ng P
assi
on
Increasing Positivity of Sentiment
Sentiment: Continuum of negative to positive perceptions/sentiment
Passion: Conversations that are extreme
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Incr
easi
ng P
assi
on
Increasing Positivity of Sentiment
Sentiment: Continuum of negative to positive perceptions/sentiment
Passion: Conversations that are extreme
Size of bubble:Volume of conversation
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Clinique mild exfoliating lotion is exceptionally good. It contains salicylic acid which clears out the pores but it's mild enough to use every day. It is my miracle product.
Community June 2013
I'm 47 and have been using Clinique since junior year in HS...some 30 years! People always tell me I look at least 10 years younger. I owe it to Clinique and their Dramatically Different lotion ... :) Thanks Clinique!
Facebook June 2013
Clinique - my fav :).... last year i try clinique and i got hooked up on it now i cant live with out it
Facebook June 2013
Hate Love
Dislike Like
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Lancome Nutrix Royal 1.5 oz Reviews - Pure MoistureWow my skin was really thirsty. Since I trust the brand I tried this cream and let me say my skin is now glowing, soft and radiant.
Reviews and Ratings May 2013
I love learning about what is important to have in our skincare. I love Lancome, but its like wayyyyyy out of my price range.
Facebook June 2013
Hate Love
Dislike Like
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What exactly does “normal” to dark skin mean? So dark skin isn’t normal?
Tumblr July 2013
Sketches Video feedback: how is it "real beauty" if these women still have makeup and dove moisturizers and **** on them... don't be fooled people!
YouTube June 2013
Why does it leave my hands with blotch's between the finger's, I loved using DOVE but this one I don't think I will use again...
Facebook June 2013
Hate Love
Dislike Like
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I ordered this Garnier bb cream… once you take it out of the box, it’s clearly not the same shade as the picture at all, it’s even darker than the other bb creams I have!
Tumblr July 2013
Garnier Skincare Ultra-lift Anti-wrinkle Eye Roller, 0.5-Fluid Ounce - I have almost used this product up. I have not seen a noticeable difference in eye wrinkles, but I only use it once a day because it causes me 2 side effects. 1. It is very irritating when it leaks into your eyes. I have oily skin and my creams and lotions tend to migrate into my eyes after several hours. So I use it at night only for this reason. 2. It is giving me milia around my eyes. I like the roller ball application, but I will be searching for new eye cream.
Reviews and Ratings May 2013
Has anyone had problems with the Garnier BB cream? It has alcohol in itCommunity June 2013
Hate Love
Dislike Like
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Bea
uty
Stor
es
Gro
cery
Sto
res
Clo
thin
g St
ores
Seph
ora
Phar
mac
ies primary stores for brands
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PositiveNeutralNegative
moisturizer preference
Incr
easi
ng v
olum
e of
co
nver
satio
n
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CompetenceAgreeablenessClassyConfidenceConscientiousnessCreativityEnergeticSociabilitySexyFunnyFashionable
Incr
easi
ng im
port
ance
importance of attributes
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Competence
Agreeableness
Classy
Confidence
Conscientiousness
Creativity
Energetic
Sociability
Sexy
Funny
Fashionable
Incr
easi
ng im
port
ance
Increasing volume of conversation
Strength
Weakness
Neutral
(perceived) brand identity map
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“It is one of the commonest mistakes to consider that the limit of our power of perception
is also the limit of all there is to perceive”
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What did we learn in 2 months (or the past few minutes) from 55,000+ conversations?
1. Skin care is most talked about on communities/forums and tumblr2. Consumers talk about general skin problems, complexion and acne3. They most seek moisturizer and use BB cream, and Clinique and Olay are perceived
most positively for moisturizers4. Most brands are purchased in pharmacies, followed by Sephora 5. In terms of skincare, consumers seek products that showcase competence,
agreeableness and are classy, and do not care as much for fashionable, funny or sexy products
6. Understand the skincare competitive landscape: Every brand has a market position in terms of appeal, and each brand perceived strengths and development areas
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listen to your consumers
sometimes without even asking questions
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Social media is actionable
Concept generation
Measure campaign
effectiveness
Get inspired for campaign
material
Brand and competitive perceptions
Identify market needs
Product development
ideas Uncover ideas for the
next innovation
Claims creation and evaluation
