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Social Outbound Engagement and the Beauty Industry

By: Nate Myers and Ron Robinson
Posted: December 6, 2010, from the December 2010 issue of GCI Magazine.

page 11 of 11

Link names registered in your CRM system to those of your social media followers, including their preferred social media site(s) and user names. Motivate them to self-identify, and you can successfully capture both their immediate and long-term spend and attribute it to the correct marketing channels.

In Conclusion

Social outbound engagement provides a new opportunity for beauty brands to achieve the classic marketing goals of greater awareness, sales and customer loyalty with strong ROI. Social media’s reach and impact have skyrocketed, to now represent the most influential channel available today. It’s time for brands to catch up with consumers, and construct and deliver a comprehensive social marketing strategy. Only then can brands cost-effectively realize the tremendous word-of-mouth potential, and the profits that will then ensue, through today’s online social media.

Nate Myers is the vice president, strategic partnerships, for BeautyStat. In this role, he develops relationships with leading beauty brands and other trade partners, advising on comprehensive marketing, PR and research solutions that leverage BeautyStat social marketing expertise in reaching the overall online beauty consumer market. He has extensive business development and partnership marketing experience with American Express, Rapp Collins and Hewlett-Packard. nate.myers@beautystat.com

Ron Robinson is the founder and CEO of BeautyStat, a leading online interactive beauty community that connects consumers with each other and industry experts for unbiased advice. He is a 20-year product development executive who has worked for leading beauty companies, including The Estée Lauder Companies, Avon Products and Revlon Products. He has been a featured beauty expert for CBS News, the Los Angeles Times, WWD, and Self and Allure magazines. ron.robinson@beautystat.com

References

  1. Forrester via North American Technographics Benchmark Surveys (2009)
  2. Understanding the role of the Internet in the lives of consumers, Digital Influence Index, Heishman-Fillard and Harris Interactive (Jun 2010)
  3. What Americans Do Online: Social Media and Games Dominate Activity, Nielsen (Aug 2010)
  4. 2010 Social Networking Report, Experian Simmons
  5. Top Online Sites and Brands in the US, Nielsen (Jun 2010)
  6. The Social Habit—18th Edison Research/Arbitron Internet and Multimedia Research (Jun 2010)
  7. Purchaser Influencer Survey, Expo, (Jan 2010) and Nielsen Trust and Advertising Global Report (Jul 2009)
  8. Women and the Digital Path to Purchase, ivillage, shespeaks (May 2010)
  9. User Survey Analysis: Consumer Marketing Using Social Network Analysis, Worldwide, Gartner (2010)
  10. Duke University’s Fuqua School of Business, The CMO Survey commissioned by the American Marketing Association (AMA), B2C Products (Aug 2010)