womma summit 2011: sephora's social evolution

WOMMA Welcomes You To

SUMMIT 2011

From ‘Likes’ to ‘Loves’ BeautyTalk and Sephora’s Social Evolution

Candace Sims Community Manager, Sephora

Paul Gilliham Director, Customer Marketing, Lithium

I love this story…

confidential

I know Sephora, but who are you?

We help brands

discover, engage

and work with their

most passionate and

knowledgeable fans

Brand

Nation

Passionate,

engaged social

customers work

with you, act on

your behalf drive

and value to the

business

6

While the journey is important,

need to establish the destination

What does it look like?

Brand Nation Video

Candace Sims Community Manager, Sephora

Social Media Goals

Lead the Social Media space for retail and beauty

Connect with clients by fostering a dialogue and

creating a compelling Sephora presence

everywhere they are talking about beauty

Drive sales and loyalty

Showcase Sephora’s service and expertise in

beauty

Elevate our brand by innovating in new channels

Social Evolution 1.5 MM

Reviews

2 MM

Likes 246 K

Followers

BT on FB

Why BeautyTalk?

Capture the conversation

Which is more helpful?

Why BeautyTalk?

Turning online connections into offline action

They Don’t Just Talk!

BeautyTalkers spend 2.5x more $

Super users spend 10x more $

This is their day job! Average

super user spend 36.5 hrs/week

on BeautyTalk

What Works Feed the conversation Allow users to personalize

Keep it Fresh

Listen and Learn Unify Brand Voice

What’s Next?

Deepen Engagement

– Keep superusers coming back with special panels and offers to make them feel like VIPs

– Give superusers the inside scoop on new community updates

Create a social hub for all Sephora activity

– Bring social cred with you on FB, get credit for writing reviews and visiting stores

– Help us help you

Be the go-to destination for all things beauty!

The Sephora Hauls Video

sephora.com/beautyadvice

lithium.com