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WHEN  “LIKES”  AREN’T  ENOUGH:    L’ORÉAL’S  EVOLUTION  TO  SOCIAL  PERFORMANCE  MANAGEMENT.  

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MARIE  JOSÉE  LAMOTHE  CHIEF  MARKETING  OFFICER  

L’ORÉAL  CANADA  @MJLamothe  

MICHAEL  SCISSONS  FOUNDER  &  CEO  

SYNCAPSE  @Scissons  

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NUMBER  OF  FANS,  FOLLOWERS  AND  ‘LIKES’  ARE  NO  LONGER  AN  INDICATION  OF  A  BRAND’S    SOCIAL  PRESENCE  OR  STRENGTH.    

“.  .  .  CEOs  believe  their  marketers  .  .  .  focus  too  much  on  parameters  such  as  likes,  tweets,  feeds  or  followers  —  parameters  they  can’t  prove  generate  more  business-­‐quanBfiable  customer  demand  for  products  and  services.”*     * Fournaise 2012

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Brands  must  idenLfy  and  track  the  metrics  that  uncover  performance  and  tangible  business  results.  

A  fragmented  and  annually-­‐based  markeLng  plan  with  paid/owned/earned  data  stored  and  managed  across  a  wide  range  of  pla[orms.    

Establishing  a  complete  view  of  brand  presence  while  creaLng  relevant  customer  connecLons  that  result  in  increased  sales  and  loyalty.  

FROM   TO  

VISION:  THE  BEAUTY  

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REASONS  TO  BELIEVE  

THE  ABILITY  TO  CREATE  MORE  MEANINGFUL  AND  ENGAGING  CONNECTIONS  -­‐  REACHING  CONSUMERS  AT  THE  RIGHT  PLACE,  AT  THE  RIGHT  TIME,  WITH  THE  RIGHT  MESSAGE.  

UNCOVERING  REAL-­‐TIME  CORRELATIONS  IN  ORDER  TO  EVALUATE  IMPACT  ON  BRAND  HEALTH  MEASURES  

CLOSING  THE  MARKETING  LOOP  THROUGH  THE  INTERSECTION  OF  PAID,  EARNED  AND  OWNED  MEDIA  

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FOR  MOST  BRANDS,  SOCIAL  MEDIA  IS  STILL  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.    

REALITY:  THE  GEEK  

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SOCIAL    MEASUREMENT  

SOCIAL  CONTENT  MANAGEMENT,  PUBLISHING  &  WORKFLOW      

ADVANCED  ANALYTICS  &  INSIGHTS    

REAL-­‐TIME  PAID  EARNED  &  OWNED  INTELLIGENCE    

THE  PATH  TO    PERFORMANCE.  

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COLLABORATION  INSIGHTS  VALUE    

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Product  Spending  

Customer  Loyalty  

Brand  Advocacy  

Brand  Affinity  

Media  Value  

Fan  Value  

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=  

UNDERSTANDING  SOCIAL  PERFORMANCE.    

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BUILDING  A  NEW  FOUNDATION  TO  MANAGE  THE  INTERSECTION  OF  PAID,  OWNED  &  EARNED    

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BRAND  DECISION-­‐MAKING  CREATIVE  

MESSAGING  MARKET  

CORPORATE  CENTRALIZED  DECISION-­‐MAKING  MEASUREMENT  TECHNOLOGY  

BENCHMARKING  

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   IT  IS  CRITICAL  THAT  BRANDS  HAVE  VISIBILITY  INTO  THE  PERFORMANCE  OF  THEIR  GROWING  SOCIAL  PRESENCE  BEYOND  ‘THE  LIKE’      BRANDS  MUST  WORK  AGAINST  A  MATURATION  TRAJECTORY,  A  PATH  TO  PERFORMANCE,  A  JOURNEY  TO  SUCCESS.  

   

DOING  THIS  WELL  RESULTS  IN  AN  EDGE  FOR  BRANDS  TO  ENGAGE  WITH  THEIR  MOST  VALUABLE  CUSTOMERS  &  

PROSPECTS,    STRENGTHENING  BRAND  EQUITY    AND  CUSTOMER  LIFETIME  VALUE.  

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THANK  YOU.