SOCIAL MEDIA MARKETING & BEAUTY
HOW IT CAN WORK FOR DR. JULES NABET SKIN CARE BY ez2BSocial
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Prepared for
Dr. Jules Nabet Skin Care Prepared by Rico Figliolini ez2BSocial
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SITUATION ANALYSIS
Dr. Jules Nabet - A European Skin Care Company Expanding their Reach in the U.S. & Other Foreign Markets
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Situation Analysis: Dr. Jules Nabet Skin Care Dr Jules Nabet enjoys an international reputation, ranked in the top ten best practitioners in the world, and is the co-author of the book “The Hormone Solution: Stay Younger Longer with Natural Hormone and Nutrition Therapies, published by Random House in 2002, which has been translated in a dozen languages. He shares his 20 years of knowledge lecturing in conferences on anti aging medicine around the world. Although Dr. Nabet’s Skin Care products are know in France and England and has had exposure in UK and French publications it is not well know outside those countries. The U.S. company that has secured rights to U.S. and foreign sales online is seeking to take this product line (10 products) and promote retail and wholesale sales exclusively on-line. The market for facial skin care has experienced steady growth since 2004, albeit slower since 2007, with sales struggling a bit due to the weak economy and recession. Anti-aging facial skin care products continue to be the fastest-growing segment of the facial skin care market, and remain ahead of cleansers as the largest share of the market. The US anti-aging skin care market is enjoying solid and at times robust growth in 2010, buoyed by a consumer base that is in large part unwilling to give up such products despite the current economic recession. While a number of consumers appear to be trading down to less expensive brands
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
in the personal care aisles or making their existing brands last longer— which negatively impacts overall sales—women (the core anti-aging consumer) indicate very little propensity to forego anti-aging products altogether. There is a going importance of Boomer women to the market, as well as an increasing number of men and Hispanics. Companies are leveraging professional-grade product claims to provide the newest anti-aging innovations and stave off the threat of professional procedures performed in spas and doctor’s offices. Sales of facial anti-aging products have benefited from a continued focus on the face in anti-aging among both consumers and manufacturers. Interestingly in a survey carried out by Mintel regarding the efficiency of anti-aging skin care products, 31 percent of US women, and 21 percent of UK and German women admitted they weren’t sure of how well these products work, but continued to use them just in case..
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BENEFITS OF USING SOCIAL MEDIA TO BOOST ONLINE SALES Increased exposure and new audiences Increased traffic to your online store Enhanced communications More effective community engagement Increased brand equity and awareness
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Marketing Goals for Dr. Nabet Skin Care U.S. The goals of Social Media and online marketing program would include: • To build aware of Nabet Skin Products. • To create buzz about the product line. • To become a thought leader in the anti-aging arena • To establish a robust presence on the internet and social networks. • To differentiate Dr Jules Nabet’s products from others • To find the most effective channels to sell the product in.
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AN INTEGRATED APPROACH FOR YOUR SOCIAL MEDIA AND PUBLIC RELATIONS PROGRAM FOR ONLINE SALES. 10
Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
After conducting an online brand and social media analysis of similar companies we’ve created an Integrated Communications proposal that includes social media, marketing, public relations and an optimized onl-line store. This document doesn’t fully address all aspects of the program, but it does set a basic plan to implement some of the strategies and tactics that will help Dr. Jules Nabet to gain more exposure in the U.S. market and to attract and build online sales.
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ONLINE-SALES
Building an effective and fully optimized on-line store accepting sales and transactions from the U.S. market and overseas. In addition, the fulfillment of the order and shipping to various markets.
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Establishing an on-line store We’ve checked into several on-line services including 3DCart and Shopify amount others. As well surveyed several fulfillment services
Beauty companies today recognize that the Internet represents an important marketing channel, and have varying degrees of digital
and have chosen to recommend eFulfillment Services.
3D Cart
3DCart offers the most robust services for small businesses. From tem-
marketing strategies in place a.
plated and customized website stores to integrating with on-line fulfill-
However, most brands still
ment services. They provide the following services:
underestimate just how central a
1. Template, Premium Template and customized websites. Even the
role online media plays in
templates are customizable through HTML by our programmers to
consumers’ lives and in their buying
create a more custom experience.
decisions. Consumer behavior has changed dramatically in the past 10 years, and beauty companies need to catch up. A study by Forrester, found that, from 2004 to 2009, Americans increased the amount of time they spent online by 117%, while time spent watching TV, listening to the radio, and reading papers and magazines decreased or stayed flat.
2. Custom Home Page and Product Page Design. The cost here is extremely competitive at $499. 3. Blog site integration. Important for SEO and branding the product in the U.S 4. eCommerce integration. Credit cards and paypal 5. Shipping. Real-time shipping costs and options 6. Fulfillment - though not a service this firm has established relationships with eFulfillment Services. 7. Social Media integration. Ability to post specials directly to Twitter and Facebook from the store. 8. Facebook. Custom tab app for Facebook Online Store
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9. Mobile Commerce. Ability to manage and sell through iPhone and SmartPhone devices. 10. Integrated eMail Marketing. 11. Hosting the site.
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12. Live Chat 13. Enhance statistics 14. QuickBooks plugin. 15. Also handles affiliate programs. with variable markups and services.
Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Currently there is an online sale going on that may be valid only through the end of the year. It seems to provide the best value for starting up. The program can always be upgraded later.
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eFulfillment
eFulfillment doesn’t have pricing online, but does provide a custom quote based on individual needs. The company does offer free test drive of their service. It handles international fulfillment as well. It is one of the companies that works closely with 3DCart.
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Services and Information 1. Inventory Storage. With over 100,000 square feet of fulfillment space, 24-hour security, Inventory management and control, bar code system and 24/7 satus of orders. 2. Fulfillment Services. 3. Free integration with the 3DCart service 4. Discounted inbound shipping via their preferred carrier 5. SKU Labeling 6. Pick, Pack and Ship within 24 hours 7. Customized Packing List 8. Order confirmations via email to the company and customer 9. Reports - for inventory, orders, shipped items 10. Global destinations via UPS and USPS 11. Domestic shipping 12. Expedited orders placed by 1:00 p.m. EST will be shipped the same day Monday – Friday. 13. Customer tracking information 14. Returns and other services are available.
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Best Practices Online
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Considerations for On-Line Store Marketing and Website Build Out. After researching best practices of other online skin-care and comestic companies we’ve come up with these recommendations.
Recommendations 1. Free Gifts 2. Free Shipping 3. Free Standard Shipping 4. Create Special Packages at a discounted rate 5. Promote Spa Partners 6. Link for Professionals and Affiliates 7. 800 Toll Free Order Number 8. On-line Chat 9. “Enter to Win” Sweepstakes” for free Product 10. Advertise about becoming a Reseller 11. “In the Media” link. Take advantage of Dr. Nabet’s media exposure by creating a page with those imaged links. 12. Where product is sold (i.e. spas, resorts, exclusive stores)
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Best Practices Online
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Best Practices Online
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Best Practices Online
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
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Best Practices Online
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
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MARKETING
Today’s market looks at proven products, companies that are good to the environment, that take special interest in public causes and that have natural and organically created products.
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Development of Marketing Core Values Many companies promote their core values online to relate to the environmentally and healthy causes that their customers value and to create a 360 degree philosophy. Some of which include: • Protecting the Planet • Defending Human Rights • Activating Self-Esteem • Against Animal Testing
Target This segment of the market tends to be upper middle class women (1865 years of age), educated, with $70K HHI and higher that have a deep concern about skin care.
Unique Selling Proposition USP of Jules Nabet Skin Care products is the innovative penetrating process which have the power to carry through the skin the essential components needed to maintain a smooth radiance, using the most preferment elements in this profession.
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SOCIAL MEDIA
The first step for an effective social outbound engagement strategy is to recognize that you have two broad consumer groups, each of which necessitates its own strategy to effectively leverage social media.
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Social media really is nothing more than word-of-mouth, online. My Facebook post, your Tweet.
Best Practices for Social Outbound Engagement for the Beauty Industry Loyalists: These are your VIPs, whose frequency and amount of spend make them your most profitable customers today. They are the people who are easiest to engage through your brand’s proprietary online
I StumbleUpon, you Yelp.
and social media channels. They are the ones who are already on your
YouTube, Wikipedia … show and
e-mail lists, reading your blogs and following your Facebook updates—
tell, word-of-mouth, 2010-style.
or at least identify strongly enough with your brand to want to stay
The corporate hope has always been
informed.
that if consumers have good
Independents: These consumers might use your products on occasion,
experiences with your products or
but also spend with your competition. Or perhaps they have never used
services, they tell all of their friends.
your products, but have challenges that your products and services
If they have a bad experience, they
address. They have the potential to become profitable, long-term cus-
just tell you. Consumers do not
tomers of yours. They are much less likely than loyalists to be on your
always act as you might wish. In
customer lists or fan groups, but yet they are still active online.
the social media reality of 2010, the
The total spend of independents in your product categories far exceeds
reach and impact of word-of-mouth
that of the loyalists.
is exponentially greater today than ever before.
How to Reach this Audience Engage
Some brands still treat their initial forays into social marketing with the same approach as classic marketing channels: The brand talks, the customer listens. Social marketing enables a true dialogue between current consumers, prospective consumers and brands in a way not possible before.
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Cultivate Brand Ambassadors Consumers have been shown to be more likely to trust the opinions of other online consumers over those of a company whose products they are considering to purchase. The more these people encounter real customers who are passionate about your brand, while still retaining that girl-next-door ring of truth to which they can relate, the greater the chances are that they will go ahead and purchase your product. 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: 1. 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. 2. Seed the idea with the most engaged and passionate key online influencers. 3. 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?
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Best Practices of Social Media
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Best Practices of Social Media
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Best Practices of Social Media
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Best Practices of Social Media
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Best Practices of Social Media
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Best Practices of Social Media
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Best Practices of Social Media
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Best Practices of Social Media
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Best Practices of Social Media
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Seventy percent of Twitter users are over the age of 25 on Twitter they out number men by a slight margin. Eight percent of online Americans use Twitter.
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Twitter ez2BSocial will create a twitter online presence for Jules Nabet Skin Care in an effort to create a two-way conversation between prospective custom-
Over one-third of Twitter users (36.1) say they check the service every day with 24% saying they do so several times a day.
ers and your company concerning skin care and anti-aging. • Link Twitter account to the website • Regulary “tweet” about brand experiences • Network/follow influential people and relevant brands • Post skin care/wellness tips to further establish an engaged community • Create and execute Twitter offers/giveaways to increase fans and followers • Tweet recent blog posts, new website postings and links back to the website to continue to build link and SEO • List the twitter account with relevant directories like twellow and others. • Follow influential bloggers in the skin care community
According to the Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism.
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According to statistics, Facebook has over 146 Millions users in the United States and 55% overall are women.
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Facebook ez2BSocial will design and enhance a Facebook Fan Page for Dr Jules Nabet Skin Care in an effort to attract followers.
Facebook has taken over as the social network of choice; 73% of adult profile owners use Facebook, 48% have a profile on MySpace and 14% use LinkedIn.
• Keep content up-to-date with current blog posts, pictures, recent press coverage, website updates and more • Connect with other interest groups interested in wellness and luxury areas • Re-broadcast content information from blog posts • Regularly engage Nabetl fans in conversation and demonstrate interest in their participation • Find a cause to engage in (i.e. environmental) • Link to the Nabet USA online store and blog • Create and execute Facebook promotions/giveaways to increase fans and followers
According to the Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism.
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YOUTUBE
Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010).
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Online retailer YouTube will create and maintain a YouTube channel promoting Dr Jules Living Direct found ez2BSocial Nabet Skin Care that will increase website traffic and will also help to that videos boosted personalize the brand. This channel can help educate patients and new conversion as well comers to the practice. • Upload videos of client testimonials as increasing time • Create mini commercials showcasing the product • Create webisodes educating viewers about anti-aging processes and on site by 9%. (Internet Retailer, October 2010)
eMarketer senior analyst Jeffrey Grau characterizes the benefits of video as including “…a lower number of abandoned shopping carts, reduced return rates, and higher sales.” (eMarketer, January 2009)
wellness..
• Favorite those videos that would be beneficial to the company’s patients • Tag and keyword all video posts to help elevate in the search rankings. • Encourage youtube and video bloggers to demonstrate and use the Nabet Skin Care products.
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BLOG, VLOGS, BLOGGER RELATIONS & OTHER SOCIAL NETWORKS MEETUP, FLICKR, COMMUNITIES, FORUMS, WIKIS...
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
More than Blog, Vlogs and Blogger Relations 133,000,000 Blogs offer the opportunity to not only establish the Nabet’s expertise blogs have been and credibility... but to also be visible on the platforms in which your audiences search for information. Creating and maintaining a blog will indexed by allow Dr. Jules Nabet Skin Care to establish more control of the Technorati since messaging, share expertise and ignite discussions on topics relevant to target audiences. 2002 and around your • Create a blog for the company and link to the website • Make regular posts so followers stay updated on latest hap77% of Internet penings and accomplishments, etc. users read blogs • Guest bloggers that have a non-competing reason to blog. • Video blog (2-3 minute video) Q&A with an influencer, Dr Nabet according to or testimonial Universal McCann. • Moderate comments to foster a two-way conversation • Link build to other digital influencers in the skin care and It’s clearly a vital anti-aging realm - helping to build “inbound links” which help improve search performance over time. medium to • Feature new products and services • Post information about recent events comprehend for 1. Post links to recent interesting articles on line anyone looking to spread ideas.
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MEDIA RELATIONS
DEVELOPING COMPELLING STORY IDEAS TO SECURE THE HIGHEST VALUE COVERAGE FOR DR. JULES NABET SKIN CARE IN THE HEALTH AND BEAUTY MEDIA.
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new beauty beauty vogue allue elle women’s health maria claire self town & country atlanta nashville new york health cosmopolitan luxe wealth
Media Relations Compelling pitch and story ideas will be developed to secure the highest value coverage for Dr Jules Nabet Skin Care based on ez2BSocial’s “Real Start” meeting that will kick start the campaign. The following ideas are examples of the key topics that may prove to be of interest with editors and influencers.
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eNEWSLETTER ez2BSocial RECOMMENDS THE DEVELOPMENT AND EXECUTION OF A MONTHLY NEWSLETTER PROMOTING THE LATEST PROMOTIONS, EVENTS AND PRODUCTS.
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Social Inbox: eNewsletter ez2BSocial recommends the development and execution of a quarterly or Facebook, AOL monthly e-newsletter promoting latest news from Dr. Jules Nabet Skin Care and other ISPs including new products or services, alerts, and recent press placements. is a cost effective way to reach your clients. We will design an e-newsletand email clients This ter in keeping with your current branding and then implement the campaign. are finally moving • Help maintain a rapport and build relationships with customers • Help build and maintain an “opt-in” email database. toward a in the e-newsletter will link back to the website and/or blog multichannel inbox. •• Articles Social networks will be promoted on the e-newsletter Email’s battle • Run promotion(s) through the e-newsletter to get clients to visit and LIKE your Facebook page and follow Dr. Jules Nabet Skin Care on twitter. for consumer mindshare begins moving to the inbox itself.
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KEYWORDS, PPC, ONLINE ADVERTISING
SEO and keyword development is extremely important to optimize the ecommerce site and all outlying social networks and blog.
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Keywords, Pay Per Click, Online Advertising ez2BSocial recommends the development and use of keywords based product, market and target audience. These keywords would assist in optimizing both the ecommerce site and the blog, youtube channel and other social sites. Other uses of keyword development would be in advertising using Google Adwords (Pay Per Click) and on Facebook.
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Reporting and Results ez2BSocial will bring the program back full circle each quarter or so - critical to ensuring an effective social media and public relations program. We will consistently test our results against program objectives to ensure we’re reaching the right target audiences, relaying the right brand messages and making an impact with key decision makers. ez2BSocial will also supply the company with a suite of agency reports to make sure you’re aware of how your investment is paying dividends: • Discuss progress and results on a bi-weekly basis • Create monthly clip reports that highlights the press placements and detail ROI per audience • Supply weekly status briefs outlining our most recent activities accomplished to date
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Social Media Marketing: How it Can Work for Dr. Jules Nabet Skin Care | ez2BSocial 678.358.7858
Rico Figliolini Rico is a Creative Director at an Atlanta Integrated Marketing firm overseeing creative direction in the agency and social media implementation strategies - working with national companies from brand strategy to website development and design. Privately he has consulted with non-profit organizations, southeast companies in sports and recreation and companies in the Atlanta area. He oversees and manages more than a dozen blogs, Twitter accounts, Facebook Fan Pages and YouTube channels. Rico was a former magazine and on-line content publisher, a board member of the American Marketing Association of Atlanta and board member of Mothers and Daughters Against Cancer.
Rico Figliolini, Principal 678.358.7858 rico@human2BSocial.com linkedin.com/ricofigliolini twitter.com/ricofig human2BSocial.com
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