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Let Her Do the Talking: A Case Study for Social Media

By: Alisa Marie Beyer
Posted: November 1, 2011, from the November 2011 issue of GCI Magazine.

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Once Jabot was in-market, we hosted multiple fan-based contests and initiatives, and maintained consistent interaction on all our fan pages in order to create the kind of fun and exciting online environment that consumers demand and keeps them coming back for more. Using the TBC Pink Panel database, we ran a gifting program via Facebook to help garner positive product reviews: any consumer who purchased Jabot was invited to visit the HSN or Jabot Facebook pages and write a product review, and those who did received a red velvet Jabot bag. We also created an interactive User Guide, which allowed consumers to replicate makeup looks seen on Jabot’s before-and-after models and drove consumers to HSN.com for purchase.

Perhaps most critically, we maintained consistent, thoughtful interaction with all the fans and consumers who visited the Facebook page and left comments, which allowed us to create a strong sense of community and react to any negative comments quickly and proactively.

Be the Star

The result: When all was said and done, this social media marketing paid off tenfold. Here are just a few highlights:

  • The day it launched, the Jabot microsite had more than 12,000 unique visitors.
  • The official Jabot website saw more than 11,000 unique visitors within two hours of launch.
  • The first three HSN Jabot premieres completely sold out.
  • It also sold out of all three launch SKUs within one hour on HSN.
  • Via these efforts, we were able to add more than 35,000 new names into the Jabot database during one weekend.
  • In just eight weeks, the Jabot Facebook page had nearly 600,000 post views.
  • After only two months in-market, six Jabot SKUs have near perfect five-star customer ratings on HSN.com, and six have been deemed as “customer picks,” which indicates the product as a top-rated favorite by HSN.com users.

By now, the importance of a solid social media strategy shouldn’t be a new concept to any of us, but the rapid advancements in how to approach this strategy, which seems to reinvent itself on a daily (if not moment-to-moment) basis may be. By creating a compelling and dynamic social media strategy that includes consumers from the very start—maybe even before any product is available for sale—your brand will have a keen edge over the competition that is both fun and strategic, and it keeps your brand on their mind—and perhaps more importantly, in their status updates.

Alisa Marie Beyer is the founder and creative director of The Beauty Company (TBC), a global beauty consulting firm offering business, strategy, consumer intelligence and branding. Serving its clients at every stage of development (from start-ups to 13 of the top 15 global beauty companies), TBC intimately understand the industry, the consumer and the market, and becomes an integral part of each client or project team. alisa@benchmarkingco.com; www.benchmarkingco.com