unlocking the world of audience relationship management

Beauty & the GeekUnlocking the World of Audience Relationship Management.

MARIE JOSÉE LAMOTHECHIEF MARKETING OFFICERL’ORÉAL CANADA@MJLamothe

MICHAEL SCISSONSFOUNDER & CEOSYNCAPSE@Scissons

Reality: The Geek

For most brands, social media isstill in the experimental stage, starting organically and slowly proliferating into core business operations.

More technology exists than marketers can

understand, scale, and implement.

Overall processes are critical yet lacking.

No clear definition among internal ‘owners’ of social - organizational design is

key for success.

MARKETINGSOCIAL

NETWORKS

Social Remains Disconnected

Marketing must create brand awareness,

preference and sales.

Social must contribute.

PUBLIC

RELATIONS

COMMUNITY MANAGEMENT

CUST

OMER

SE

RVIC

E

ADVERTISING

TECHNOLOGY

BRAND IMPACT

SOCIALMEDIA

: Poor Objectives: Off Message: No Scale: Theoretical: Experimental

SOCIAL

TECHNOLOGY

#FAIL

MARKETING MEASUREMENT

Bridge the gap by enhancing your capabilities

Marketing must create brand awareness,

preference and sales.

Social must contribute.

PUBLIC RELATIONS

COMMUNITY MANAGEMENT

CUSTOMER SERVICE

ADVERTISING TECHNOLOGY

BUSINESSIMPACT

SOCIALMEDIA

ECOMMERCE

Social Media Capabilities

Brands must establish marketing process to create tangible business results.

From: A fragmented and annually-based marketing plan with social marketing as a channel.

To: Integrated marketing creating relevant customer connections that result in increased sales and loyalty.

Vision: The Beauty

We provide technology and consulting that enables brands to profit from social.

2011SOCIAL AS A HOBBY

ChaoticReactive

Consumer In ControlDisconnected and Siloed

Platform-Led KPIs (“Likes”)Community Management

Faux FriendshipsSales-Phobic

2013SOCIAL AS A BUSINESS

SynchronizedProcess-DrivenBrand Sets DirectionConnected and IntegratedBrand-Led KPIsCustomer SegmentationGenuine CommunicationOpen For Business

L'Oréal Canada Portfolio of Brands

Produits

Professionnels

Produits Grand Public Produits de Luxe

Cosmétique Active

The Role of Marketing

Deliver optimal levels of reach and frequency with the right message to the right audience

Marketing AttributionInsights to inform better

marketing and media strategies.

L'Oréal Social Brand Marketing Model

Informed MeasurementMeasure and understand social value

connected to ROI.

Optimized ExecutionApps and media for optimized performance.

Insight Based Planning Leverage social data to drive overall

lifecycle management approach.

MARKETING PROJECTIONS & BUSINESS CASE

Insight Based Planning: Deliverables

UNDERSTAND THE LANCÔMECONSUMER

LANCÔME CONSUMER

SEGMENTATION

CUSTOMERCARE

LOYALTY

GROWTH

GR

OW

TH

INVESTMENT

Insight Based Planning

Insight based planning leverages the unique data in

social media tocreate an informed

communication plan.

Plot spend for desired brand outcomes based on industry

benchmarks.

Outcome projections set targets for benchmarks and

leading indicators of marketing performance.

Paid Social AdsTargeted ContentFacebook Environment

Insight Based Planning

Insight based planning leverages the unique data in

social media tocreate an informed

communication plan.

Plot spend for desired brand outcomes based on industry

benchmarks.

Outcome projections set targets for benchmarks and

leading indicators of marketing performance.

Colour

Trial

Insight Based Planning

We identified 125 micro targets to drive increased relevancy among on consumers.

Insight Based Planning

Insight based planning leverages the unique data in

social media tocreate an informed

communication plan.

Plot spend levels for desired brand outcomes based on

industry benchmarks.

Outcome projections set targets for benchmarks and

leading indicators of marketing performance.

Reach. Frequency. Impact Goals.

Optimized Execution: Deliverables

CREATIVELINKED TO BRAND

OBJECTIVES & LIFECYCLE

EFFECTIVEMANAGEMENT OF

INVESTMENT

CONTINUOUS IMPROVEMENT

Optimized Execution

Creative

Case: Optimized Execution

Result: 4,000 variations delivering against 140 micro-targets.

Case: Optimized Execution

Before Syncapse Approach After Syncapse Approach

Result: 50%+ Increase in Media Efficiency.

Informed Marketing Measurement: Deliverables

GREAT DASHBOARDSIMPLIFIES PERSPECTIVE

ON SUCCESS

EXPAND KNOWLEDGEOF THE CONSUMER

HIGH QUALITYREPORTING

- TEMPLATED ANDAFFORDABLE

Ad Dashboard

What we track: Reach, Frequency & Actions

Real time actionable results

Performance Dashboard

TO UNDERSTAND:

The impact and effectiveness of Paid and Owned content and improve results in real time

Key Consumer Learning

MASSbroadcasting, learning derived

from overall response

SEGMENTEDclusters, learning derived from surveys,

models and segment response

INDIVIDUALpersonalized, learning derived

from individual interaction

Result: Segmented Customer Insight

Mass Learning:Friends of fans highly

responsive and represented 56% of

new fans.

Segmented Learning: English speaking Women,

Ages 55 - 65, were the most engaged segment with an Action Rate of

124%.

Individual Learning:Those with shopping

behaviours were the most costly.

Marketing ROI & Attribution

OBJECTIVE DESIRED RESULT

Relevant Cost-EffectiveReach & Frequency

Reach the Right People

Awareness, Recall, Trial

Find New Customers, Increase Spend of Customers

Results: Q4 Lancôme

TOTAL IMPRESSIONS (PAID & EARNED)

181,409,962EST. AVERAGE FREQUENCY

5+$48,000MEDIA INVESTMENT

Results: Earned Media | 2012 Biggest Picture

LANCÔME $65K

TOTAL L’OREAL CANADA$1.4M+

Lancôme Canada Fan Growth

Fan Growth

78kfans

September 1, 2012

145kfans

December 31, 2012

53%Growth

Why Fans Matter

How Lancôme Compares

$227

$144

$128

$159

$122

$202

$107

$199

$87

$128

$89

$98

$85

$79

$101

$100

AVERAGE SPEND $ MEAN (INCLUDING 0)

FAN

NON-FAN

Advice on Success

JANUARY

30

APRIL

30Getting started

MARIE JOSÉE LAMOTHECHIEF MARKETING OFFICERL’ORÉAL CANADA@MJLamothe

MICHAEL SCISSONSFOUNDER & CEOSYNCAPSE@Scissons

Thank-You