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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 9 of 11

By developing an environment and support system that cultivates and empowers these consumer brand ambassadors, you will be able to multiply the impact of your social marketing efforts. These are the people who will speak on your behalf through blogs, communities and in direct response to their friends’ posts to share their experience with your product. The beauty industry has some of the most passionate and vocal consumers of all. Are you leveraging them? Have you identified who could become your greatest brand ambassadors? What are their demographics, purchase behavior and issues? Which of your current customer loyalists has a very large online presence and social influence? Who are some of the most influential and credible beauty consumers today whose demographics and activity indicate their potential to be a great fit for your brand, even if they are not yet a current loyalist of yours? Motivate and enable them to feel even more a part of your brand, and speak on your behalf.

Consider product samples, application tips and direct access to some of your experts to ensure that any of their questions are addressed. Is there any technical support they might require to communicate with other beauty consumers through pictures, video or online access that you can provide? What additional support, resources, or incentives might there be to further motivate them to represent your brand well, and feel that they are recognized and appreciated for doing so?

Turn Online Social Ripples into Waves

One of the greatest powers of social marketing is the multiplier effect. Social media is word-of-mouth, online—so develop your social outbound engagement strategy to maximize its ripple effect. There are three key factors that determine how much of a ripple you can create from your initial efforts:

  • Create content of significant value and interest. Content is paramount online, so whether through insightful expertise, exclusivity, games, humor or other means, develop compelling social media content.
  • Seed the idea with the most engaged and passionate key online influencers.
  • Motivate the sharing. Have you developed content in a format that makes it simple and quick for anyone to pass along to a friend? Is the content as compelling as it can be to encourage sharing? Can you develop incentives to further promote the ripple effect?

Align Your Marketing Resources

Have you allocated your marketing resources to maximize your net impact? Are you placing the appropriate weight on each marketing channel given how your customers are actually learning about your products and making their purchasing decisions?

A Duke University and American Marketing Association survey found that business-to-consumer product chief marketing officers, on average, will allocate 12.4% of their marketing budget toward social media in the next 12 months, and plan to increase that to 22.6% in the next five years.10 What is the best allocation for your brand and your target audience?