WOMMA Summit 2011: Sephora's Social Evolution
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Transcript of WOMMA Summit 2011: Sephora's Social Evolution
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WOMMA Welcomes You To
SUMMIT 2011
From ‘Likes’ to ‘Loves’ BeautyTalk and Sephora’s Social Evolution
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Candace Sims Community Manager, Sephora
Paul Gilliham Director, Customer Marketing, Lithium
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I love this story…
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confidential
I know Sephora, but who are you?
We help brands
discover, engage
and work with their
most passionate and
knowledgeable fans
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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
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Candace Sims Community Manager, Sephora
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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
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Social Evolution 1.5 MM
Reviews
2 MM
Likes 246 K
Followers
BT on FB
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Why BeautyTalk?
Capture the conversation
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Which is more helpful?
Why BeautyTalk?
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Turning online connections into offline action
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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
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What Works Feed the conversation Allow users to personalize
Keep it Fresh
Listen and Learn Unify Brand Voice
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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!
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The Sephora Hauls Video
sephora.com/beautyadvice
lithium.com