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Listening in action

Ideally a Listening project should rely on team of regular local mar-ket consultants to provide the “listening” element of this social media project. Thus dedicated consultants can provide extensive local knowledge: cultural, products related and linguistic. Their primary role is to go online, observe and record what the audience is saying and where. Web 2 savvy, immersed in Beauty & wellness products and brand and supplied with any further local market knowledge available, the localisation consultants rapidly become the “ears” of this project. As well as documenting their findings, these localisation experts are on hand to assist in the final report preparation and provide any further local market insights that bring to life some real user journeys and experiences.

Bottom line: It’s a long journey which has just started.

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Rationale and methodology

Because social media, also known as Web 2.0, continually reduce barriers to interaction for customers, brands need to be able to assess and influence what is being said about them. Social media offer a fantastic opportunity for brands to engage their customers, get people talking about their business, and ultimately increase sales.By looking at what people are asking for and talking about online, we have the largest, most honest and unselfconscious focus group in the world. As we listen, we’ll find the personal stories that people share and we discover who they are, how they think and feel, the language they use and, importantly, the places where they are having these conversations.

Andrea Alfieri uses a four-step process in developing a social media presence for a brand:STEP 1 – Listen to the conversationSTEP 2 – Analyse the conversationSTEP 3 – Join the conversationSTEP 4 – Measure and maintain

The report discusses how we can create tools, templates and programmes to ensure consistent interaction with social media, and provide employees with knowledge and guidelines to ensure they are comfortable in the use of social media (and do not unwittingly engage in activities that may prove detrimental to them or the brand).

BACKGROUND

In February 2010, Davines/Comfort Zone engaged Andrea Alfieri to run a ‘social media listening’ project across 2 of its markets: Italy and US (English).

The task was to deliver qualitative insights drawn from social media activities that could be used to inform Davines & Comfort Zone’s own social media activities. This report is the output of that social listening project. It provides a framework for monitoring social media activity within the Beauty & Wellness community, and practical recommendations for strengthening the emotional bond with users

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Andrea Alfieri carried out this task single handedly counting on personal and professional experience.

Once the method is in place, the initial findings are on the table, replicating this exercise can be extremely easy and helpful in a number of ways:

1. Provide employees with knowledge and guidelines to ensure they are comfortable in the use of social media. Social Media is not a trend, and it’s here to stay. Having people capable to handle it is paramount.

2. Engage their customers, get people talking about their business, and ultimately increase sales.

3. Find Opinion leaders (fanatical) in each market, the personal stories that people share and we discover who they are, how they think and feel, the language they use and, importantly, the places where they are having these conversations.

4. Centralize activities, ensure Davines/Comfort Zone’s fans do not unwittingly engage in activities that may prove detrimental to them or the brand

5. Monitor and Protect the brand from attack of corporate reputation from both users and/or competitors

“An immediate suggestion would be to select “local listeners” among Davines &

Comfort Zone personnel and partners, and replicate this project in other

markets”

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LISTENING FOR INTENT

When assessing social media conversation, we pay attention to the quality (whether source is general or Industry-focused), polarity (is the statement positive or negative), intensity(what is the degree of emotion being expressed) and subjectivity (how impartial or partial is the source) of comment.

However, even the best automated listening tools have limitations when looking to assess sentiment.

The results need to be augmented by human analysis and cannot be efficiently automated.Put simply, technology still struggles to read between the lines – picking up feelings like irony and sarcasm and assessing how strongly held opinions are and what someone is likely to do on the basis of what they say.For that reason, when assessing sentiment a “listener” try to get at what really matters: the intent behind a statement. By doing this, by listening for specific actions that consumers intend to take, we can understand exactly where Davines/Comfort Zone can intervene with advice and resources.

WHO’S INFLUENTIAL?

While we can assess sentiment from the comment, we need to investigate further to understand the influence. These tools help us assess influence by understanding a site’s (or an individual’s) reach and their authority with the target audience.

We assess reach and authority by looking at a site’s Google ranking, its Technorati authority rating, its activity levels and the impact of an individual comment. The latter is a mixture both of measureable factors – like number of posts, followers etc – and a detailed review by the listener of the kinds of subjects on which they post and how people respond to them.

“The nature of social media – with recommendations and ratings tools –means that it is possible for some individuals to be thousands of times more influential that others, making their views very widely disseminated and discussed.”

Typically, the most influential people will be those on the extremes – the very positive or the very negative which in itself presents both opportunities and threats.

LISTENING TO THE CONVERSATION: GATHERING INSIGHTS

Andrea Alfieri has developed a method for monitoring social media activity that measures both sentiment and influence. This method should allow Davines & Comfort Zone to monitor activity and to organise and analyse the information gathered to gauge sentiment about a brand and its influence over time. The activity monitored for this report will provide a baseline from which we can set social media goals to positively impact influence and sentiment.

THE RIGHT TOOLS FOR THE JOB

We have monitored Davines/Comfort Zone and competitors, as well as non-client’s experience, across the most popular social media channels in each of the markets: Italy (Italian) and English. Andrea Alfieri uses a host of tools to facilitate the listening process as follows:• Google: general search showing all prevalent channels.• Alexa.com identifies page / traffic ranking blogs, forums,• Number of blog articles posts and forum post to identifies individual authority rating.• Facebook Search, searches groups, pages, profiles, friends and discussions

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Terms of engagementBefore you can start engaging in social media as abrand, you need to understand the principles ofsocial media:

VisibilityEvery user of, and visitor to, a social media site can,if they choose, be visible to everyone. Even if theystay anonymous, their actions are made available forothers to see. This can bring powerful endorsementfor your business

Self-organisationSocial media sites give users tools to organisethemselves. One of the major benefits of self-organisation is that your customers demonstrate youwhat they like, what they’re interested in and howthey expect to find things.

SharingMost social networks make it easy for you to shareyour content and for other users to take your contentand move it elsewhere. What is remarkable aboutthis is that it encourages people to create their owncontent, adding to and building on what’s there.

TransparencyPeople expect to have a voice, and with social mediathey can. Brands can’t control the experiencecompletely. Businesses who are seen to behavedishonestly or who upset customers, can expect thetools of social media used against them.

Three main elements of social media

Social media is a catchall term used to describe a wide range of tools. Each has a distinct identity and purpose, but all are rooted in a desire to give people the ability to communicate and create collectively. There are three main elements of social media:

The Social Media Landscape

Before you can approach social media strategically, it is important there is a clear understanding of the social media landscape and the terms of engagement.

It’s important to understand that, with social media, you can’t be in charge, but youcan have a central position. After all, you have access, details, and assets to share –which means that insider input will be welcomed, albeit warily. You can’t suppressdissent, but you can engage and be part of the conversation. You can’t makepeople like you, but you can be honest, forthcoming and interesting. Most of all,you can shed the corporate speak and show your human side to your customers.

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Local Market Report Findings2.0

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3. Blog

Some of the better ranked Blogs are actively offering “Product placement” (company paying bloggers to post articles on own products or brand). Both AVEDA and KERASTASE seem to have the upper hand by using these tools in promoting their brand. However, the overall perception is the lack of authenticity and transparency (not perceived to be third party’s opinion but simply advertising masked as blogging). I would not recommend to pursuit this option in spite of the immediate advantages (search engine positioning, persistent branding through time). These operations are normally easily associated with massive Corporations (old school) and do not generate necessarily positive feedback (as can be expected rarely these articles have genuine comments on their tail).

2. Facebook

Facebook use in Italy is growing rapidly. It has already become a platform for talking about personal experience in both hair and cosmetics areas, with a number of active groups that could provide feedback and opinion leaders.

Many group creators also have their own blog or websites and use social networks to gain visibility and recognition.

The king of Social Network is fun!

This means that Facebook can work well as a vehicle of content, and even more to make visible events (either by the company, but even more by distributors). With concern to conversations other tools are more appropriate.

BACKGROUND

In Italy, mainstream media still carry far more weight than social media, with Italians opting for expert opinion over patient feedback. However, a new breed of passionate contributors are starting to make waves in social media – which means there is an opportunity for Davines/Comfort Zone to establish itself in social media before its competitors.

1. Forums

Forums are the most influential social media channel in the sector. Unlike other industrial areas, for beauty and wellness industry we noted a surprising level of independence and active participation . Thus, in other industries, it is common to find that many Forums are attached to mainstream or corporate sites. It’s common to see designated experts talking to crowds rather than a genuine group conversation. In Italy the tools where the most interesting conversation occur are Forums. What strikes is the quality, the authenticity and persistence of this tool compared to others (Blog and Facebook). Loyal Forum members appear to be devoted to their specific area of interest, and quite regular in posting comments and addressing questions by others. Among the content placed in Forum, there are numerous questions that would deserve more attention by expert.

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The Italian online market is an emerging one. It is pretty clear that neither Davines &Comfort Zone nor their competitors are actively pursuing a Social Media strategy. Davines is already receiving credit for its products and values, in quantity more than Comfort Zone. The sole negative issuesraised by the audience is with concern to high cost and limited access. The lack of negativity, in spite of limited effort to participate and respond, proves a high potential for a strategic engagement, in view of quality and values of the brand that perfectly matches some high volume topic of conversation online (INCI, Natural product, no animal testing, professional quality). There is also an opportunity to leverage this in Italy where negative perception of AVEDA and DIBI’s both ethical behavior and poor customer service has taken root.

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Forums are the channels where the most interesting and influential (impartial) conversations occur. Both Davines and Comfort Zone should enhance visibility amidst these conversation. Most importantly Comfort Zone has numerous positive feedback on its products in spite of being 2 years old now. Finally another clear indication is that Davines should ensure more influential forum members start talking brand, whereas Comfort Zone can count already on fairly influential opinion leaders by its side (just need to refresh and renew with new comments). Engaging is paramount for both brands!

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Aveda enjoys benefits and downsides typical of a major corporation.

Let’s start pointing out a diverse approach between activities in “English” Social Media and Italian market. In the former high visibility seem to well integrate PR branding activities, smart promotional activities, product placement, ethical/social responsible statements, emotional and participatory communication. In the latter (Italian) Aveda fails to show the same resolve, and clearly lack a strategic approach and active centralized control of communication, resulting in serious reputation attack by online audience on both brand, management and product offering.

Aveda is failing to acknowledge and engage these issues. This is Davines’ opportunity to learn valid lessons and smartly fill the gap vacuum left in “Italy” (Davines home soil)

“Un’azienda che cambia ogni anno i l direttore non può essere un’azienda che va bene” (Salvo, 12th Sept 2009)

“Ho usato uno shampoo per capelli grassi e … il risultato è stato dei peggiori in assoluto: capelli pesantissimo, grassi, opachi ,non modellabili !” (Alina, 12th Sept 2009)

“AVEDA sta perdendo la sua storica leadership non riuscendo a controllare né con l’innovazione, né col commerciale le nuove proposte delle marche emergenti”

(Gossip&News Blog, 9th July 2009)

Non dovrebbe un’azienda comunicare la cifra del ricavato e, dove come e quando viene devoluta? Tutti comunicano e pubblicizzano le belle iniziative umanitarie e mai nessuno ufficializza poi i veri risultati.

Chissà quante truffe nascondono queste operazioni! (Gigi71, 1st Dec 2009)

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ECO/Friendly

Furthermore Aveda regularly plays the Eco-friendly card: The message is “AVEDA is a truly eco-friendly company”. Promoting events in conjunction with NYFW such as green and sustainable cat-walks or "Catwalks for Water" event (creating awareness towards water shortage and waste) and getting bloggers (as much as press) talking about. Though when not properly followed this strategy can backfire as currently happening in Italy with Hairdressers questioning “where the money raised in fund-rising campaign ended up” (Scam?)

Not making public result of Fund raising Campaign opened a discussion in which other complaints emerged such as, management, price differences between US & Italy.

Lesson to be learnt

Aveda is showing interesting thinking in Educating and Teaching about Environment and participatory projects. For example Design Project for AVEDA (Crowd-sourcing) and using it as promotional tool. This project offers opportunity for young designers & stylist to showcase their work territorially, in the south London area as well as national press).

Educationis key, as it creates exclusivity and value. Using Distance learning platform (Formazione a distanza) platform, with registration process to webinars (ClioMakeup style) could be a great plan for Davines.

Finally an interesting idea is to use Social Media strategy to promote B2B activities: Actively using Social Media for example supporting Distributors (http://venrose.it/ ) promoting their local activities (Events, new products launch, and the desire of fanatical to acquire visibility and importance. Expressing opinions, reviews and become Opinion leaders). A PILOT PROJECT in this sense can easily be put in place.

BACKGROUND

Globally (English language) Aveda is exploiting Social Media integrating PR & Marketing activities and promoting events and outlets. An example of integrating mainstream media with Social network and buzz could be “Post pictures of a famous star, let famous stylists doing the talking, explain step by step how the hair style was created and which products were used. People will comment and ask for more details (even videos)”. This is however “old school” PR engagement.

Where Aveda fails to act is actively monitor, engage and control further communications (building relationships). For example, in the above mentioned case, Aveda could have produced video and post it in response to article. This would have been “one 2 one” marketing!

Blog

Kerastase is using Blogs to promote Brand, products, events, as this or this or this article.

It appears that Kerastase is using Bloggers just as Press agencies (PR activities).

Another typical example of “product placement using Blog” in Italy .

Interestingly activities appear well coordinated…one article by blogger, one question by a new user, one answer by an un-registered Professional hairstylist.

This is probably planned and staged, but a very good example to be followed in the future by Davines.

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Italy

Aveda has clearly a Facebook strategy in place, but I believe lacks control over flow of information.

Overall there is one AVEDA Italia page, with 156 members which has not been update since May2009.

One typical problem with Facebook is that it is too easy for anyone to “wake up in the morning and opening a corporate Facebook branded page” which cannot be controlled by Corporate communication management.

This is clearly happening in Italy (and to some extent globally). Clearly they thought to create a synergy between Facebook and institutional sites by linking special offer to registration process (Registrati al nostrosito, riceverai piega e mini-trattamento in regalo in uno dei nostri saloni!).

Facebook

What appears to be AVEDA official page has 152 members, run by Hsin Mei Wang, Justin Paul Hoivik, Taline ertians, Kingdom Kreations

Interestingly AVEDA has assigned specific areas of responsibility to own members of staff:

Admin Novvo FixturesProduct Knowledge, Jessica LeinsRepresentative, Lockworx AvedaSalonSalon Leader, Marisa Isa Whittingham (Full Sail University), Student Leader, Aveda London AcademyAcademy Leader, ArtisticTouch Hair

Education is kept separate even in Facebook. AVEDA Institute (www.avedainstitute.com) with 905 members, run by Jonique Danielle Morris (Florida A&M, founder).

Groups and Pages

AVEDA on Facebook with 54,345 fans

This channel is used also to integrate and promote the new YouTube channel Aveda

“Thank you for following us backstage at New York Fashion Week! Check out the Aveda YouTube channel for even more inspiring hair how-to's!”

Aveda Pages worldwide

Netherlands: with 27,758 fans. Aveda group French speaking (Canada) with 172 members, run by Nicholas Veilleux(founder) Aveda Page for Canada with 1,295 fans

AVEDA has also Facebook group with 4,061 members run by Tori Olmstead(University of West Georgia) and Tara Lee Abernathy (GA Southern).

Others…

AVEDA is in Italy with group AVEDA Firenze (AVEDA FIRENZE VIA DELLA MOSCA 8r, VIA DEI NERI 49/R) with 89 members, run by Alfonsina De Biase (fondatore) Fairly active but newly opened. Interestingly, promoting local events “Martedì Trucco”

Also using Social Network to divert traffic onto Web site such as “Trova Salone” or linking press realeses AVEDA su Borsa e Finanza.

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Kerastase is a much discussed brand online, mostly on specialized Forums. Overall sentiment is neutral with fanatical users balancing negative opinions of some influential Opinion Leaders.

The overall picture combines high prices with good results, for some it is acceptable whilst others tent to question value for money for products that often have similar INCI than Garniermass market products.

Kerastase tends to suffer corporate vicinity with Loreal & Garnier (quello che detto un rappresentante della l'oreal ad una mia amica...cambia solo la confezione e qualche ingrediente).

Kerastase is failing to acknowledge and engage these issues. This is Davines’ opportunity to learn valid lessons and smartly fill the gap vacuum left in “Italy” (Davines home soil)

“ah e kerastase è prodotta negli stessi stabilimenti dell'ultra dolce garnier, stessi ingredienti, uniche differenze sono il costo e il fatto che i kerastase li vendono i parrucchieri. non conta tanto quanto siano

"professionali" i prodotti, conta saper leggere gli inci e capire” (milkandhoney, 18th Jan 2010)

“lo shampoo peggiore del mondo kerastase bain satin: satin cosa? ” (Angiesese, 12th Sept 2008)

“Kerastase?? Guarda con tutto il rispetto per l'Oreal, ma credo che i prodotti hanno degli INCI spaventosi”

(Saveplanet, 13th Feb 2010)

la kerastase è molto buona per shampoo,balsamo,prodotti di styling..! (Suri862, 21st Feb 2010)

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Kerastase Worldwide

Quite disappointing: Few pages with low number of fans can be found for specific market (languages). See here

Check Republic: with 379 fans Anonymous with 220 fans(inactive).Ukraine with 143 fans and others

Italy:We could not find any Groups or Pages in Italian languages.

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Facebook

Kerastase has a good presence in Facebook but quite scattered and decentralized.

An official Kerastase Paris Group which has 4,422 fans is addressed to US and English speaking markets but truly global.

Interestingly Kerastase integrates Educational video with Facebook, with great effect as can be seen here.

Furthermore Facebook offers the opportunity to Localize your closest Kerastase outlet with a targeted discussion

Overall impression is a confusing, messy “de-centralised” control over conversation, flux of information (promotion, advertising, press releases, new launches and events).

Customer Care on Facebook

Facebook becomes a platform to address Customer’s questions directly (customer care service). As can be highlighted by the following exchange occurred on 29th March 2010:

Megan Tsai Does Age Premium launch in US?Kérastase Paris Hi Megan, Age Premium has launched in the US. You can find it in our salons as well as on our website. http://ow.ly/1seGy

Interestingly Kerastase uses Facebook with a “personal touch” (not only to promote brand but to create dialogue between customers). Here’s some good example:

Kérastase Paris Good morning everyone. It is a rainy day in NYC, a good day to get a lot of work done in the office!

There are 11 comments!

Kérastase Paris What will you do this weekend to treat yourself well?

There are 6 comments

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TIGI is not highly discussed brand online.

Most of the activity occur on Facebook but with small success overall.Forums and Blogs rarely talk about brand. Overall sentiment is neutral with non influential user mentioning brand. It strikes me how in Italy they fail to integrate a marketing activities with Social Media in both Italian and global markets.

The overall perception seems to be positive but limited in visibility. There are numerous activities on Facebook (pages and groups) but limited control of flux of information (some user rightly complained about it).

TIGI is failing to integrate offline and online activities promptly. Content and emotional value is lacking. This is Davines’ opportunity to learn valid lessons and smartly fill the gap vacuum left in “Italy” (Davines home soil).

“Complaining about inactive Facebook page - Ale E Stefy aggiorniamo un po il profilio????”(Ale E Stefy, 6° Mar 2010)

“mi sono venuti tutti dei ricciolini sottili e deboli e sul secco veramente brutti.. da come me ne avevano parlato è un buon prodotto, quindi dove ho sbagliato? ”

(Admin, 5° Feb 2010)

“Io tigi per la vita, mi ha salvato i capellii” (Aurora19851, 3th Feb 2010)

Luca Cavestro non so se arrivera a chi di dovere ma a me manca il rappresenntante da piu di 6 mesi!!!!!!!!

(Luca Cavestro, 25st Nov 2009)

“Cos'è TIGI??”Mora845 , 3rd Feb 2010

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TIGI Worldwide

Numerous pages with low number of fans can be found for specific market (languages) and interests. See here

TIGI has FB pages for specific events such as 1+1=3 but failing to follow it through last contribution in Sept 2009).

Italy:There is a popular TIGI Italia Facebook page with 1,658 fansLast contribution by TIGI is dated 3rd

November 2009 leaving anarchy into the group. Here are some good examples:Ale E Stefy aggiorniamo un po il profilio????Nicola Flammini quando c'e' l'aggiornamento a salerno in che giorni??NO ANSWER!

Missed Opportunity: Angela Cutillo mi sapete dire se c'è un rivenditore tigi a ferrara /bologna e provincia...mi è stato chiesto un regalo e non ho tempo di richiederlo in internet! grazie, angelaNO ANSWER!

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Facebook

TIGI has a good presence in Facebook but quite scattered and decentralized.

An official TIGI S Factor page which has 1,381 fans worldwide is addressed to US and English speaking markets but truly global.

Another Page is TIGI Catwalk with 1,732 fans. In both pages however interactions with customers is limited. Something does not work well in their way to communicate.

Interestingly TIGI uses Facebook with a “personal touch” (not only to promote brand asking questions. Here’s some good example:

TIGI S Factor Remember the rush you had the moment the lights went down and the band came on at the first concert you went to? Who was it and where were you?

TIGI S Factor You know what's awesome... sitting inside a convention center looking at box crates and cherry pickers. I can't wait for the show to start!

Low number of comments followed.

Customer Care on Facebook

Facebook becomes a platform to address Customer’s questions directly (customer care service). As can be highlighted by the following exchange occurred on 18th Jan 2010:

Angela Pohlman Why get rid of product that works? i don't understand the reasoning for getting rid of the Fashionista, Curls Rock, and Oatmeal and Honey Shampoo Conditoners! Biggest sellers in the salon! So disapointed!

TIGI Catwalk Thank you for your comment -your feedback is very important to us.The Catwalk range is going through some improvements at the moment and the updated products will be launched in due course. A lot of the existing products will have improved alternatives as opposed to being discontinued, i.e. Curls Rock will be encorperated into the new Curlesque range launching around March this year. As soon as we know the full range we will get back to you on this, or alternatively you can contact TIGI directly on:supportsalons@tigihaircare.com...

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Bumble & Bumble is not highly discussed brand online.

Completely lacking visibility in Italy they seem to stick with traditional marketing rather than putting a Social Media strategy in place. Some product placement occur (Francesca Bottini) promoting Charity activity but with small success overall.

Forums and Blogs rarely talk about brand. Overall sentiment is neutral with non influential user mentioning brand. It strikes me how in Italy they fail to integrate a marketing activities with Social Media in both Italian and global markets.

Facebook seems to be Bumble & Bumble’s favorite tool to promote activities as much as YouTube for emotional value and branding (example).

The overall perception seems to be positive but limited in visibility. There’s much appeal on B&B activities (glamour) but little interaction with audience.

Il segreto che si nasconde dietro le onde selvagge dei capelli delle gemelle Olsen e di Erin Wasson, si chiama Bumble and Bumble spray

Olsen Anonymous, 27° April 2009

Bumble and BumbleIl Classic Hairspray è in vendita in una veste inedita e su ogni pezzo verrà donato 1 $ a favore della

ricercaFrancesca Bottini (Blogger) 8° Oct 2009

Bumble and Bumble arriva a Milano! Arrivano nuovi prodotti in questi giorni! Venite a trovarci! Ricordatevi che si fa il sconto per i professionisti solo con il biglietto di visita.

Battaglia Diffusion (Salon) 10° Feb 2010

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Bumble & Bumble Worldwide

Another popular page Bumble & Bumble has 2,223 fans. Page is active but Bumble does not reply to questions and comments.

A Bumble & Bumble group with 449 fans is supposedly collating all former employees “If you work here or ever did you should definitely join this group!”Activities seem to be aimed to internal staff or sympathizers.

Italy:We could not find any Groups or Pages in Italian languages.

However we can foresee that once Italian operations will be fully in place the same efficient approach will be put in place.

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Facebook

Bumble & Bumble has a good presence in Facebook.

Its main FB page has 10,355

Bumble have integrated its Facebook page with a number of interesting apps integrating own official web site.

They have specific sections on Famous Stylists (Howard McLaren, Sabrina Michals, ect.

Furthermore they have a Section Branded outlets

Interestingly Bumble & Bumble seem to have some influential Opinion Leader (Hair stylists) doing the talking on B&B group page.

They well integrate Branding campaign on Facebook (here’s an example Bumble and bumble. Bb. Where It Shouldn’t Be.We are very careful about where we sell Bumble and bumble, and we choose only the finest salons, apothecaries and shops -places with friendly hairdressers and salespeople who LOVE hair and who LOVE Bumble and bumble.)

Customer Care on Facebook

Overall impression is an efficient “centralised” control over conversation, flux of information (promotion, advertising, press releases, new launches and events).

Facebook is not yet used as a platform to address Customer’s questions directly (customer care service) but simply to promote activities, launches and events

For example, there are no direct reply to comments and compliments:

Katie Kennedy Ingram I LOVE your product, I can't wait to get your emails every week to see what you have out there and how you use it! Thank you!!!

06/04/2010 20

Dermalogica is not a largely discussed brand online, We could not find discussions in Italian Facebook. Only 4 articles appear on Blogs but indirect marketing. However on specialized Forums is where conversations are. Overall sentiment is good quality but extremely high price. Undoubtley there’s curiosity (products not yet sold in Italy)

No fanatical opinion have been found but rather contrasting ones. People are asking for reviews and comments but no one seems to actively addressing issues.

Opinion leaders in leading Forum have neutral opinion with some negative opinions not being rebalanced or addressed positively.

The overall picture combines high prices with good fair results. Many question value for money for Dermalogica product lines.

Dermalogica has no online strategy in place in Italy whilst much active in English language, mostly on Facebook. We can foresee a massive online campaign once Italian operations will finally open. This is Comfort Zone’ opportunity to learn valid lessons and smartly fill the gap vacuum left in “Italy” (home soil)

“E’ un marchio che sinceramente mi attira moltissimo ma nn essendo economici e , dermalogica, neppure reperibile i Italia vorrei avere vostre info”

(Stafniamilano, 28 y.o. from Milany, 19th Feb 2010)

“la conosco....ma la usai davvero poco (in senso della quantita di prodotti) per darti una qualche opinione sensata (ed onesta) sulla linea.... mi piacque moltissimo loro Renewal Lip Complex...e non mi

dispiacque (si potra' dire cosi ) Ultra Calming Cleanser..... Pre-Cleanse mi deluse...” (Nonsonosola Lida, 24th Feb 2010)

“Ragazze tutte queste marche non testano sugli animali (la maggior parte sono americane ma molte si trovano anche da noi!”

(Lalla88, 14th Oct 2009)

A me onestamente non piace…ho cercato di farmi piacere questa linea... e onestamente non mi piace. il daily micro exfoliant dopo un po' brucia e secca la pelle.

lo spray per pelli sensibili unge.! (Frenchrose, 15th Jul 2009)

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Dermalogica Worldwide

Several pages can be found for specific market (languages). See here

Finland: with 1,729 fans is very active. Norway with 2,622 fans.Australia with 393 fans and others

Another official group Dermalogica which appear to have been launched in December 2009 has 179 fans and growing.

Italy:We could not find any Groups or Pages in Italian languages.

However we can foresee that once Italian operations will be fully in place the same efficient approach will be put in place.

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Facebook

Dermalogica has a good presence in Facebook.

It appear to have split pages according to markets. An official Dermalogica page which has 13,870 fans (!) is addressed to US and English speaking markets and another Onerecently created appears to be for Oriental market has 379 members combining Chinese, and English language.

Interestingly DERMALOGICA integrates its own US Official Web site into Facebook with great effect as can be seen here.

Overall impression is an efficient “centralised” control over conversation, flux of information (promotion, advertising, press releases, new launches and events).

Customer Care on Facebook

Facebook becomes a platform to address Customer’s questions directly (customer care service). As can be highlighted by the following exchange occurred on 2nd April 2010:

Jacquie Pearce HUGE fan, have been for 14 years, have just got some Multivitamin thermofoliant & love it, How often can I use it?.XDermalogica Hi Jacquie – thanks for your question. We recommend two to three times a week depending on the sensitivity of your skin.

Rose Bishen Where can i get this product in San Diego???

Dermalogica Hi Rose – Please visit ourStore Locator on Dermalogica.com. Here's a direct link: http://www.dermalogica.com/us/buy/index.html

Dermalogica also offers the opportunity to own outlets to promote theirofferings to a wider audience:

Kellie Richmond Find the Daily Microfoliantspecial at Serenity Day Spa in Riverside Ca. This is a great savings - Over $80 in product for only $50! Call 951-683-5640 951-683-5640 to reserve yours today!

06/04/2010 22

DIBI Center is not a discussed brand online, It represents the typical example of “How Social Media can undermine centralised efforts when distributors and outlets do not provide a good service”.Overall sentiment is neutral with some old negative comments which have never been properly addressed and balanced out. Influential Opinion Leaders seem to ignore completely this brand.

It is apparent that DIBI do not have a social media strategy in place – activities are limited to Facebook, but not in a centralised way, rather bottom up attempts by distributors and collaborators. Forum: DIBI has some bad “opinions” in highly ranked ciao.it (question & answers) with some old negative experience by clients (poor customer service) some questions appear also in Yahoo answers.

Blogs: The only few Italian blogs mentioning DIBI do not talk about products but rather about other issues touching DIBI center indirectly. DIBI’s name is associated with “loosing weight” or “looking after oneself” but no discussions really enter into context.

Riuniamo tutti i clienti DIBI(casoria). Lena Menna buongiorno a tutti ragazze ma sto gruppo è un pòmoscio........nessuno scrive amike muovetevi e iscriveti ma sopratutto

comunichiamooooooooooooooooooooooooooooooooooooooooo(Irene del Santo, 20° Feb 2010)

lavoro in un dibi center come estetista otto ore al giorno circa,800euro mensili(Dolce, 11° Nov 2009)

Maleducazione assoluta dpop 2 settimane facendomi la doccia mi accorgo di una sporgenza di 2 cm sull'inguine, preoccupata

che potesse essere una cisti infiammata chiedo a mia mamma medico che mi dice che è un pelo incarnito e che l'esetista sarebbe stata da denunciare

(Astro84, 14° Dec 2009)

VIVERE ALLE SPALLE DEL MARCHIO DIBI!!! Valutazione del Prodotto DIBI Center scritta da francabrustio Vantaggi: Quali?

Svantaggi: cattiva assistenza e poca professionalità!(Francabustrio, 10° Jan 2007)

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DIBI Center Worldwide

DIBI Center has 3 groups in FacebookAn official one Dibi Center with 97 friends. In 1 year only 4 conversations, poor impression.

There are also other 2 groups Dibi Center created by DIBI outlet in Rome 57 friends

Another one created by outlet in Casoria (NA) 37 friends.

There is no strategy in place but rather a diffuse sense of improvisation.

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Facebook

DIBI Center has a poor presence in Facebook.

One lesson to be learnt from DIBI Center is how “low service level of brand outlets ca affect overall Brand perception”.

This is an evident risk that Davines/Comfort Zone should constantly monitor and tackle.

How? Sharing online activities, participating together with outlets in promotional and branding tasks.

You have Got to make it clear to all active contributors that activities are monitored, questions will be asked and online opinions are valuable and important.

Customer Care on Facebook

Facebook is merely a platform to promote special offers. No attempts to address Customer’s questions directly (customer care service). As can be highlighted by the following exchange occurred on 8th March 2010:

Laura FerrarisLUNEDI 8 MARZO sconto del 10% su TUTTI I TRATTAMENTI.

Irene Del Santo ma sto gruppo è un pòmoscio........nessuno scrive amikemuovetevi e iscrivetevi ma sopratutto comunichiamo!

This is never a good sign!

06/04/2010 24

Elemis is a rather discussed brand online, mostly on specialized Forums in englishlanguage. Overall sentiment is positive with fanatical users and good opinions of some influential Opinion Leaders.

The overall picture is that Elemis is a serius contender with regards to the way they use new media to focus conversation onto owned platforms and stimulate dialogue with users worldwide. Facebook is the most used tools by a centralised Marketing department who monitor and manage efficiently brand presence online.

If you want to see how to use Facebook for Customer care and Branding, Elemis is by far the best example in the sector! Elemis uses also Blogs, video and mainstream media and well integrate all activities. Low presence on Blogs and small number of conversation on Forums, however this sounds like a strategy (keep conversations into controlled premises).

I’m impressed!

Best Product in the world!!!!Gina Nascimento

Hi Elemis, Just wondering when the new perfume will be available to buy? Will it be launched on QVC?

Elizabeth Smith

why can't i use products like aching muscle super soak and musclease while pregnant? Is it toxic to the baby?

Kristi Jackson Hyde

Hi, could u tell me if people taking anti depressant medication are able to use cellutox concentrate? Lady Victoria Chamberlain

I'd like to know if when tacking Simvastatin for colesterol problems, Elemis detox program is affected. Anyone can help me on this ?

Rui César Nascimento

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Elemis Integrated Marketing

Elemis is clearly using Facebook to integrate other marketing activities, both online and offline:

Videos: Elemis Make sure you watch the last instalment of the Elemis mini series tonight on QVC from 9pm, it’s a bumper 2 hour special! Plus everything is on Easy Pay!!11 comments followed

Elemis Vote for Elemis in 2010’s Sunday Times Style Beauty Awards! Visit the link below and select other in skincare and vote for us! (Link) Last year we won "best mask" category!6 comments followed

External (impartial) Blogs are alsoused to promote brand: Good Housekeeping recommends Elemis Papaya Enzyme Peel for glowing skin

Also using Staff and awards to promote brand

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Facebook

Elemis has an official Facebook Group with 6,073 fans. With Elemis we literally go to school !

Among the rest one lesson we should learn from Elemis centralised management of this group is the “disclaimer”

The policy is listed crystal clear for all fans:

All material posted must comply with Facebook's Terms of Use. All comments, visuals, videos and any other type of material posted by fans on this site do not necessarily reflect the opinions or ideas of Elemis, its employees or affiliates, and Elemis is not responsible for any such content. Elemis reserves the right to remove any material deemed obscene, abusive or inappropriate.

The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Elemis. Copyright © 2009. All worldwide rights reserved)

This should prevent future troubles.

Customer Care on Facebook

Facebook becomes a platform to address Customer’s questions directly (customer care service). As can be highlighted by the following exchange occurred on 9th Feb 2010:Candice What better way to bring awareness to such a great cause then to bring regular people to learn and support it! Elemis Many thanks for your comments. At Elemis we always love hearing your feedback. This event was actually a press event in aid of the journalists who have worked closely with us for 20 years but also to raise awareness of the brilliant work of charity Mothers4Children. The celebrities who attended were huge fans of the brand but also some were of Mothers4Children who we are working very closely with this year. As fans and loyal customers you are extremely important to us. We couldn’t have gotten to where we are today without you and to convey this we have many exciting things planned for you this year. To continue our celebrations we have customer evening events at the Elemis day-spa; 20th anniversary on-counter store events; and later on in the year we also have our Elemis Spa Bus touring the country plus much, much more. Stay tuned, more details will be revealed soon.Vanessa Kiffin Blades Disappointed!!

06/04/2010 26

Overview And Recommendation3.0

06/04/2010 27

2. What can you do…

Take some passionate Fanatic, give them training and tools they would love to have and watch them in action. Thus it is in this tools that I would recommend seeking for Opinion Leaders in the first instanceItalians with beauty products do appear to need some reassurance before they feel comfortable telling their stories and experience.

Currently forums seem to best provide this, with Opinion leaders clearly emerging as comforter, informer and reviewer.

1. Forums

In Italy the tools where the most interesting conversation occur are Forums. What strikes is the quality, the authenticity and persistence of this tool compared to others (Blog and Facebook). Loyal Forum members appear to be devoted to their specific area of interest, and quite regular in posting comments and addressing questions by others. Among the content placed in Forum, there are numerous questions that would deserve more attention by expert.

My recommendation is to select the most visible forums in Italy, setting up account, and begin to provide useful answers, being careful to look impartial and authentic (not corporate!).

Honestly I believe that the real battle for Social Media dominance (!) will occur on Forum soil.

It might also be clever to contact some of the more passionate and visible forum members asking to help setting up their own blogs (making it clear that DAVINES does that for sake of good information available, and in respect of Web 2.0 values, without asking for any pay back).

3. A simple plan

Davines and Comfort Zone should look to sponsor existing independent forums, and to open their own web properties up to comments/discussions. This is most pressing in Italy where forums are the preferred way to discuss and interact online (followed suit by Facebook).

ResistanceUnderstandably, many businesses are unwilling to open up their sites to comments and to allow users to dictate topics of conversation. This reaction, while perfectly natural, is increasingly a hangover from the days when companies exerted great centralised control over brands.

The key lesson of social media is that you can’t control debate, you can only engage in it and influence it. Giving everyone – advocates and detractors – a platform may seem like a risky way of marketing, but the alternative is not greater control, it is invisibility.If you open up and invite your customers in, allowing them to speak freely, and you respond honestly and helpfully, your reputation will improve. If you don’t, the debate will continue without you, your customers’ questions will go unanswered and damaging statements will go unanswered.

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5. Facebook

Facebook can work well as a vehicle of content, and even more to make visible events (either by the company, but even more by distributors).

With concern to conversations other tools are more appropriate.

I would therefore recommend to monitor current groups through time but not to initiate a Facebook strategy until Davines has real value content to offer (in its own capacity, platform and channels).

I would also offer distributors means to use this tool for self promoting, and start selecting valid partners to carry future operations (monitoring, posting content, answering questions, promoting brand and values) when the time comes.

Concluding it is in Facebook that I would convey B2B actions (distributors, Beauty salons, hairdressers, employees).

By promoting them you promote yourself and they will be your “sentinels” to monitor Reputation.

4. Blog

Davines/Comfort Zone ought to diversify and aim to set itself as paladin of genuine, impartial and participatory dialogues.

I could recommend to select a handful of passionate low-ranked blogs and offer to help them growing (sponsorships, providing useful content, interesting news for them to post on the web, feedback, SEM campaign). It’s a much lower investments but the long term benefit could be surprising.

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Forum ITALY % of total Nr Conversations

http://forum.alfemminile.com/ 22,40% 28

http://it.answers.yahoo.com/question 19,20% 23

http://lola.forumup.it/ 17,60% 22

http://forum.cosmopolitan.it/ 7,20% 9

http://www.ciao.it/ 6,40% 8

http://www.profumissima.com/ 5,60% 7

http://capellidifata.it/ 3,20% 4

http://fashionmore.forumup.it/ 3,20% 4

http://swappando.forumcommunity.net/ 1,60% 2

http://forum.gravidanzaonline.it 1,60% 2

http://www.forumsalute.it/ 1,60% 2

http://forum.saicosatispalmi.org/ 1,60% 2

http://www.saicosatispalmi.org/ 1,60% 2

06/04/2010 30

By targeting potential clients...

Grow the market by demonstrating the benefits of Davines and Comfort Zone products – get people talking about the transformative effect of switching to your brand.

Increase the conversion rate for those considering using Davines and Comfort Zone .

High cost is often mentioned by people online when referring to Davines and Comfort Zone products as much as difficulty to gain access to some products online.

Help people overcome the understandable emotional and practical concerns by getting influential people to act as advocates and share their experiences of making the move from cheap products to Davines and Comfort Zone.

Empower people with hair problem or skin condition to proactively engage –help them understand the process, the prescribing situation (refer them to GP with appropriate info if necessary).

Give them the knowledge and the courage to get what they want.

Join the Conversation: Engagement Strategy

As we have seen, Davines/Comfort Zone brand perception is determined in large part by voices in social media. Like it or not, your brand is already under discussion.

The choice you face is to sit the debate our or to get involved and try to influence it. Assuming you choose the latter, you’re going to need an engagement strategy. If it’s effective, it can bring the following benefits:

By targeting existing users...

Reduce customer service costs –FAQs and online knowledge sharing can reduce the burden on a call centre. Customer service staff may answer the same question repeatedly by telephone. Answer it once by Facebook, Twitter or on a forum and it may be read by dozen, hundreds of potential callers.

Turn clients (end users and professionals) into advocates, your most powerful marketers – social media makes word-of-mouth the most powerful, trusted marketing tool available. Ask them what they think. Give them advance notice of important information. Invite them to trial pre-release products.

By targeting competitor users...

Make them consider changing – you are credible as a sponsor or patron, rather than a giver of advice. Show you understand this and that you know where the boundaries are. The next best thing to actually experiencing something, is hearing about it from someone who has –so get your satisfied clients talking about it and let them convince your competitors’ customers for you.

Make them question the service they get from their other Brands and producers – products can attract customers, but it tends to be service that creates long-lasting relationships. Especially when the market is competitive and fast-moving and the cost involved is high. Focus on clients’ experience who are already stating that your products cost money but have amazing effect and last very long.

If you are visible in social media, answering questions and offering support to your clients, people using competitor products will notice and wonder why they don’t get that level of support. In all markets, both Davines and Comfort Zone are already receiving credit for its customer service - and there is particular opportunity to leaverage this in Italy where negative perception of AVEDA and DIBI’s customer service has taken root.

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Develop engagement protocols

Successful implementation of a social media strategy will require the development of engagement protocols that enable real-time response while mitigating risk.

How we engage and respond is central to the success of a social media strategy. This has given rise to the introduction of Community Editors, also known as ‘Active Responders’. Active Responders need to be able to write well, understand the brand and the products, and be trained in social media listening tools and analytics.

4. Key Influencers

We have identified key influencers in each of the markets (see appendix Page 21).

We should group our audience into five groupings based on sentiment from your fan to your fiends. Of course, how you respond to them will also depend on the level of influence they have.

•YOUR FANATICS•YOUR FRIENDS•YOUR ACQUAINTANCES•YOUR FOES•YOUR FIENDS

Set your sights on nudging everyone gently in a chosen direction. The goal over time is to “bump” people up from one category to another: to calm boiling FIENDS into smouldering FOES; to convert ACQUAINTANCES into cautious FRIENDS, and so on.Not everyone will convert. But, overall, targeted community engagement will lead to real, measurable progress.

The aim is now to develop specific engagement plans for each segment, respond directly to any of the negative comments and empower your influential fanatics to help grow your business.

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Forum Username Forum Influence / Ranking

LolaGrande Capa

Registrato: 28/09/06 09:47Messaggi: 20437

Residenza: Monfalcone

http://lola.forumup.it/ 96

januariaMessaggi: 40.557 Karma: 848881

http://forum.cosmopolitan.it/ 95

ladienaMessaggi: 11.195 Karma: 507377 

http://forum.cosmopolitan.it/ 92

Lauramaestrina moderatrice

Registrato: 07/10/06 15:39Messaggi: 7934

http://lola.forumup.it/ 91

Lola ‐ 20466 messaggi ‐ risposta http://lola.forumup.it/ 91tagliar

brillante spignattatriceRegistrato: 29/09/06 08:57

Messaggi: 5649Residenza: Milano

http://lola.forumup.it/ 90

Jessy JaneIscritto dal: 

15 giugno 2006 Punti totali: 28954 (Livello 7) 

http://it.answers.yahoo.com/question 90

06/04/2010 33

Evaluate and Monitor strategy

This project allows us to set a baseline for current levels of sentiment around the Davines and Comfort Zone brands and its competitors.

It is important to compare and contrast pre- and post-intervention conversations and evaluate your impact, importantly adjusting your conversation going forward.

With the baseline in place, you can monitor how senti-ment moves overtime and the effectiveness of your strategies.

Move just 20% of people one step to the right and the aggregate impact is big, particularly at the vocal end of the scales.

We have identified some key benefits of undertaking a social media engagement strategy that include supporting existinghairdressers and masseurs, recruiting new ones and converting competitor ‘s ones.

KPIs to measure the objectives set for the social media strategy should be developed as part of the measurement planning process.

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A phased Roll-out Plan/ Actions so far…4.0

06/04/2010 35

There are four aspects to developing a programme that will allow participants to feel comfortable engaging in social media:

Part One – Practical training

The best way to understand social media is to be a part of it. Participants need to gain a basic knowledge in the structure, content and unique characteristics of blogs, social networks (Facebook), social tools (Flickr, YouTube, etc). Understanding New Media in terms of socio-cultural changes, new dynamics and emerging tools with their respective Marketing applications.

Tasks carried out:Both Davines and Comfort Zone Marketing staff have undergone a 30 hours Social Media intensive Course between October and December 2009.

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There are four aspects to developing a programme that will allow participants to feel comfortable engaging in social media:

Part Two – Listening to the conversation

Start by carefully listening as we have done for this project. This document provides a framework for monitoring social media activity and using the appropriate listening tools will be part of the training.

Typical tasks: Register with all key Beauty & Wellness sites, set up a RSS feed for key bloggers in this areas. Spend hours monitoring the flow of discussion on a site. Learn to recognise the balance between the numbers who post, who comment and who view. Identify how actively a site is moderated, who the influential commenters are and build up a picture of which topics prove interesting and the general attitude of the community to the participation of businesses. How are competitions and commercial announcements managed?

Tasks carried out:

Both Davines and Comfort Zone Marketing have assigned a specific task to two members of staff: Chiara Vaccari (Davines) and Chiara Vaglio Giors (Comfort Zone).

Supported by Andrea Alfieri they have registered all major conversation platforms for Italian market and contacting Opinion leaders inviting them to April’s Cosmoprof event. Activities are ongoing and monitored. (see next page for details)

They are now capable to capture and report: What are people talking about? The difficulty of getting the right products? The difficulty of getting the right application by professionals? Which is the right product for them? People’s tips for optimizing product performance? Do the sites have commercial tie-ins? What are people saying about your brand? Are the same topics (negative or positive) recurring?

Google Alert function has been set up for Davines and Comfort Zone so that any conversation involving brands get notified.

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Engaging in social media: Participate and monitor conversation driving attention to the brand.

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We started targeting Opinion Leaders inviting them to COSMOPROF

Having seen that Forum are the most interesting platforms to engage and create a community around, we have subscribed to the most important Italian specialist Forum and started posting content..

Both Davines and Comfort Zone have a member of Marketing team actively monitoring and engaging in these forums.In conjunction with the forthcoming COSMOPROF We have now managed to .gain visibility and invite members to our Stands.

We do expect a bunch of Opinion Leaders come meeting Davines and Comfort Zone at the event.

This would ensure busting the number of review and conversations about the brands in the forthcoming weeks.

Remember: You cannot control it… but you can participate!

06/04/2010 38

There are four aspects to developing a programme that will allow participants to feel comfortable engaging in social media:

Part Three – Responding/reacting

Guidelines for effective response to stories will need to be established and communicated so that the participant can sure-footedly enter any online discussion (positive or negative). This will require assigning responsibility for entering the conversation and a Community Editor role may be worth considering.

Typical tasks:Map identified social media issues against areas where customer service staff are both knowledgeable and authorised to intervene.

Based on resources, information gathered at stage two, and social media strategy, decide how actively to intervene. What is the balance to be between just listening and being a vocal presence? Are there misapprehensions or inaccuracies that need tackling? Is there an unmet demand for product information? Are the samecustomer service problems being discussed time after time?

Tasks carried out:

Both Davines and Comfort Zone have assigned specific area of engagement to staff members by the following macro – categories:

1. Problem solving: Antonella Latilla Comfort Zone: 2. Ethical or Commercial issues: Simona Benassi Comfort Zone: 3. Cosmetics: INCI Carlotta del Canale Comfort Zone: 4. Education: Monica Poli Comfort Zone:

Barbara Gavazzoli e Paolo delle Piane shall address corporate and sensitive matters

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A phased Roll-out Plan/ Next…5.0

06/04/2010 40

There are four aspects to developing a programme that will allow participants to feel comfortable engaging in social media:

Part Four – Engaging people

This involves integrating your social media into the marketing/campaign mix. Creating content and having an active presence, Identify the person responsible for entering the conversation. He/she should be aware of any planned communications that will impact the social space.

Typical tasks:Identify candidates for role and match internal resource requirements.

The candidate should carry out the following tasks:

Discovery workshopBuild solid relationships with both Davines and Comfort Zone marketing management and delocalized key personnel. Immerse in yourbusiness by running a series of workshops within each key market, sharing findings, asking for feedback and ideas. The aim will be to gather insights on your brand; gain strategic in-sight into business requirements, define the world wide social media strategy and local market tactics as well as outlining practical resourcing and training requirements.

Content planningAs a first step in engagement, you have to establish your authority to publish. Create something worthwhile, then start sharing with the community and soon you can enter into any conversation. The candidate should work closely with the Davines and Comfort Zone team to develop a Content & Tone of Voice Strategy document from the in-sights gathered during the workshops. This will outline the approach content creators should take when writing for the brand and maintain a consistent, relevant tone of voice across the various social media platforms.

Furthermore the candidate by constantly monitoring conversations, will also identify content ideas to drive further engagement, and test ideas prior to implementing costly strategy.

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There are four aspects to developing a programme that will allow participants to feel comfortable engaging in social media:

Part Four – Engaging through Social Network

Integrating your social media into the marketing/campaign mix creating content and having an active presence on Facebook page, YouTube channel etc. The person responsible for entering the conversation should be aware of any planned communications that will impact the social space.

Identify the internal marketing resource who should re-gain control of any existing Facebook groups or pages by requesting an Administrator access. Furthermore it is vital to monitor current groups through time but not to initiate a Facebook strategy until Davines has real value content to offer (in its own capacity, platform and channels). Meanwhile it is recommended to assist existing spontaneous fans recognizing and supporting their activities on brand’s behalf.

Comfort Zone: Federica CaggiatiDavines: Chiara Vaccari

I would also offer distributors means to use this tool for self promoting, and start selecting valid partners to carry future operations (monitoring, posting content, answering questions, promoting brand and values) when the time com

Seize first-mover advantage In countries where social media use is still in its infancy. People are not yet using Twitter and blogs in Italy to talk about beauty, cosmetics, hair problem – but they will be, and soon. Whether it’s leading the way with company staff blogging, or support via Twitter, or the provision of use-ful services and social tools to social media users, there is an opportunity to show that Davines and Comfort Zone understands how the world has changed and is better attuned to the needs of its audience than other brand producers.

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There are four aspects to developing a programme that will allow participants to feel comfortable engaging in social media:

Part Four – Engaging through your own editorial content (blog)

Ultimately integrating your social media into the marketing/campaign mix creating content should rely on your own Editorial content which has to be controlled and centralised. There are two options available:

1) Create your own News on institutional web site (as Davines are currently developing)2) Create an external “friendly” blog and feed a group of supportive Bloggers with access to publish “third party content” regarding your

company, what people discuss, your competitors. Key rules: Authentic, impartial, useful content (Add value)

The person responsible for publishing content, should ideally be the same entering conversation on impartial forums, adding comment to blogs and should be aware of any planned communications that will impact the social space. Paramount is to integrate 3 separate processes:

• Listening conversation and divert leads and traffic onto appropriate content.• Monitoring reputation, by addressing critics promptly and efficiently on your behalf• Promote brand communication while offering impartial and competent value to surfers.

Furthermore the blogger will also identify content ideas to drive further engagement .

Friendly Blog: An example: http://curiosodellespa.wordpress.com/ combine Narrative approach (tell a story) with commercial content. An expert and a cynical geek talking and discussing “beauty industry” and integrating honest informative content with corporate product placement. Davines & Comfort Zone competitors are relying on external blogs (by using similar approach as mainstream Press), it might be worth trying a different approach.

Another example of “Narrative approach” in building a Corporate strategy can be found in this article and comments there below “Please Help a “bloke” knowing Beauty and Wellness Industry 2.0” . This is how it works “Ask a question and start a proactive dialogue”

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That’s all for today!Any questions?

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