Estee Lauder
Social Media Strategy Prepared for: Julianne Pfister Prepared by: Chelsea Pereira, Social Media Marketing December 10, 2012 Monday 12:00pm
Estee Lauder
Table of Contents Company History
1
The Estee Lauder Customer
1
Current Social Media Avenues
2
Strengths
2
Weaknesses
2
Action Plan
3
Zeroing in on Key Platforms
3
Redesign Mobile App
3
Pinterest Improvements
3
Blog 3 Video Media
4
4
4
Move away from one way communication
4
Google +
4
4
Globalization
4
Mobile App Development Objective
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Estee Lauder
Broaden Mobile App Brand
5
M-Commerce
5
Customer Loyalty
5
Product Wish Lists
6
Sharing through Social Integration
6
Location Based Check-Ins
6
Timeline
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Estee Lauder
Company History
Estee Lauder founded the company in 1946 on the basis that every woman had the potential to be beautiful.
Her uncle, a chemist, helped her develop skin care products that she sold to beauty salons and hotels. From the earliest phases of the company she put the focus on customer interactions and encouraged her sales associates to touch the customer. Estee Lauder frequently said "Telephone, Telegraph, Tell-A-Woman.” She knew from the earliest stages that word of mouth marketing was the strongest influence on consumer purchases. Estee Lauder has always used models that are a mix of aspirational and approachable beauty. A beautiful woman that reminds you of your friend is much more powerful. Now Estee Lauder is one of the most technologically advanced frontiers in the beauty industry. Estee Lauder owns many other successful cosmetic companies and is sold in over 135 countries in luxury brick and mortar retailers and online. Estee Lauder has set themselves up for the social media generation by predicting and placing focus on word of mouth marketing.
The Estee Lauder Customer Estee Lauder’s products are all innovative and technically advanced. The loyal Estee Lauder customer expects technology from the brand, and understands the reputation. Estee Lauder’s market is between 35-65 year old women, of multiple ethnic backgrounds, with high incomes of $60,000 and up. These women are sophisticated and business minded. The aging baby boomer woman has to have everything, and they don’t mind spending hundreds of dollars in hopes of a more youthful appearance. These women are tech savvy and own smart phones, or iPads. This is great reason why Estee Lauder should expand upon its social media channels to showcase brand identity, corporate responsibility, connect with customers, promote products, and ultimately generate sales.
Estee Lauder Social Media Strategy
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Estee Lauder
Current Social Media Avenues • Pinterest • Twitter • Facebook • Blog • YouTube • Google + • Instagram • E-mail
Strengths • Estee Lauder has a diverse social media portfolio. As a technologically advanced brand, it makes sense that they are active on the most frequently used social platforms. • Estee Lauder engages in e-mail marketing, which is still relevant to their mature customers. • YouTube content is high quality and design of channel page is unique • Virtual Make Up application • Exclusive Twitter Hash Tags
Weaknesses • Blogs are only posted by a single guest blogger from Cupcakes and Cashmere. • Estee Lauder spreads itself too thin by trying to be on all social mediums, rather than spending more valuable time on sites that its target audience spends the most time on like Pinterest or Facebook. • Pinterest page only features boards with Estee Lauder professional photos. • All social media outlets are focused on one way communication
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Estee Lauder
Action Plan
Zeroing in on Key Platforms Focus on consistency for platforms that are most frequently used for their customer. The Estee Lauder demographic, middle aged women, spend most of their time on Pinterest, Facebook, and blogs. It is still important that Estee Lauder represents itself on platforms such as Twitter and Instagram even though they cater to a younger audience. Estee Lauder is currently spreading the brand too thin by trying to be on too many platforms. It is more important that they recreate lack luster content on key sites such as Facebook, YouTube, the blog, and Pinterest.
Redesign Mobile App Broaden the Mobile app spectrum. Create Customer Loyalty System.
Pinterest Improvements Estee Lauder’s current pin boards only show the brands professionally shot ad campaigns and products. It is important that they create pin boards of their You Tube videos, and photo tutorials. Estee Lauder is a global leader in the cosmetic industry with many diverse brands in their portfolio. Because their target customer is sophisticated I would like to see a pin board created titled “The World of Estee Lauder” featuring pins from affiliated companies, and showcase corporate culture such as breast cancer awareness events. The cross promotion between there acquired companies helps to engage and connect users that are fans of their other brands. Estee Lauder should move toward curating content that they find interesting, relevant, or inspiring. Some suggestions could include fashion, and make up looks. Estee Lauder should conduct regular searches and repin posts that mention their products. Implement pin it to win it contest.
Blog The Estee Lauder blog is updated weekly by a third party guest blogger from Cashmere and Cupcakes. While this is a great addition to the blog, it is important that Estee Lauder creates their own posts and content which can then be pushed out to other forms of media i.e. YouTube, Google+, Facebook, Instagram, Pinterest, and e-mail. The blog is an essential piece to Estee Lauder’s social media strategy, when redesigned properly it will create a core or home base for all other social medias.
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Estee Lauder
Video Media Estee Lauder’s YouTube channel is very strong. Because they have demonstrated success with video, I would like to see them expand into UStream and hold occasional live broadcasts for new product launches with make up artists, and live behind the scenes while shooting Estee Lauder ad campaigns, or live chats with their spokes models.
Facebook Facebook is where most of Estee Lauder customers spend there time. It is important that every social activity Estee Lauder engages in is fed through their page. The action plan will roll out more multimedia content through YouTube and Ustream that will feed directly through a Facebook app. Create a Facebook contest for the best virtual make up look.
Twitter Estee Lauder is on the right track with generating their own hash tags #TomsTipTuesday. The brand is represented well on this social media platform. Moving forward Estee Lauder should re-tweet and favorite other people’s tweets to add diversity to their timeline.
Move away from one way communication Estee Lauder is a large company and it might lack resources to filter traffic and respond to everyone. It is important that Estee Lauder improves its listening skills by replying, re-tweeting, favoriting, and spotlighting fans of the brand.
Google + Google+ has yet to take on the same level of popularity as Facebook or Twitter. I believe it is only a matter of time before it takes off because, google essentially rules all search results and eventually google+ results will come up first in a search, thus generating more user activity on the site. It is important that Estee Lauder is active on this platform and that message broadcasts include frequently searched key words. Later in 2013 Estee Lauder should experiment with Google + hang outs and determine if it is worth spending time there.
Instagram Right now likes on Instagram are averaging under 200, that is relatively low for a large company. The Estee Lauder customer base is smaller on Instagram because the site skews toward a younger audience. Estee Lauder must implement commonly searched hash tags on Instagram and get photos to the “popular” page by Summer 2013.
Globalization Estee Lauder is sold in over 135 countries, it is important from a branding aspect that they have a presence for each foreign language. A translated content tab on Facebook is essential. By December of 2013 Estee Lauder should have individual Twitter and Facebook accounts for at least 20 of its major markets.
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Mobile App Development Objective • Broaden current mobile app brand • Create a place for mobile users to purchase product from Estee Lauder • Generate a customer loyalty system • Create product wish lists • Allow sharing through user social media outlets • Pin point where users are shopping by enabling location based permissions to check in wherever Estee Lauder products are sold
Broaden Mobile App Brand The current mobile app for Estee Lauder is only for their Advanced Night Repair Skincare collection. It is essential that the new mobile app is for all Estee Lauder products.
M-Commerce The new version of Estee Lauders app will allow users to store their payment information and secure it with a pass code. The mobile store will feed directly from the online store offering all products. Estee Lauder’s app will include mobile exclusive offers to entice users to enter credit card information. Once payment information is saved it becomes much easier for users to purchase product.
Customer Loyalty Estee Lauder will organize its already existing consumer tribe with the use of the mobile app. It will integrate onto multiple platforms by allowing sign up with Facebook, Twitter, or Google +. Users can earn points by checking in at Estee Lauder retail locations, sharing products with their social networks, reviewing merchandise, creating wish lists, and purchasing product. The points can be redeemed for samples and gift with purchases on future orders.
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Product Wish Lists Wish lists allow users to put as many items in their cart as possible without feeling buyers remorse. The mobile app will send push notifications reminding users of what is in their “cart.” Customers can share their wish list with friends on Facebook, Twitter, Google+, and e-mail. This assists brand out reach and allows the user’s friends to purchase items for them for special occasions.
Sharing through Social Integration The mobile app will have social plug ins for users to share their wish lists, product reviews, product likes, point bank, and check ins through facebook, twitter, foursquare, linked in, and google+.
Location Based Check-Ins Estee Lauders new app will enable location check ins for customers. Users can search for Estee Lauder retailers and check in when they are purchasing products at a retailer. For instance a user can check in at Nordstrom Santa Monica, post an update “Just bought the new Estee Lauder BB Cream!” and push that feed through their Foursquare, Facebook, Twitter, Linked In, or Google+. This will benefit word of mouth marketing by allowing customers to share where they are shopping to their friends on social media. This also helps marketing understand where mobile users are by searching regional demographics.
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Estee Lauder
Timeline Date
Task
January
Create and curate new content for Pinterest account, launch Pin It to Win It contest Start Re-tweeting and favoriting other users on Twitter Spend more time on key platforms, demonstrate consistency Share YouTube videos through other platforms
February
Run Facebook contest for the best Virtual Make Up Look Incorporate key search words on Google+ message broadcasts Incorporate Hash Tags on Instagram
March
Launch Mobile App and immediately implement customer loyalty system Implement Translated content app on blog and Facebook
April
Have an established blog that is updated twice per week featuring at least 4-8 posts
May
Have monthly UStream broadcasts with spokes models, and celebrity make up artists
June
Start implementing QR Codes on product bays in store so customers can scan with mobile app and retrieve product reviews and information.
July
Establish Google + hang outs
August
Goal: frequently have photos featured on the popular page of Instagram
September
Live UStream feed from backstage of New York Fashion Week wherever Estee Lauder and Tom Peacheux are
October
Create Pinterest and YouTube Halloween make up how tos
November
Create interactive holiday gift guide through wish lists, Pinterest Boards, and Facebook
December
Have at least 20 separate Facebook and Twitter accounts for international markets
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