Lippe Taylor 2012 Social Media Trend Report

2012 YEAR IN REVIEW:
SOCIAL MEDIA
December 18, 2012

TABLE OF CONTENTS

 Overview……………………………………………..… Page 3
 Women & The Web………………………………….... Page 4
 A Year Of Change: Social Media Platforms………… Page 5
 Top Social Media Trendsetters……………………..... Page 10
 Overall Key Learnings and Trends……………..……. Page 23
 Works Cited…………………………………………….. Page 25

2

OVERVIEW

The following report analyzes changes in social media networks, top digital and
social media activations, and overall trends from the past year. Specifically, we
examined brands in the Mass, Luxury, Beauty, Fashion, Hair and Nail categories
to curate a collection of influential trends.

Please let us know if you have any questions about the following campaigns or
would like to discuss in more detail.

3

WOMEN & THE WEB
 Many social media sites are currently dominated by women – Facebook (58%),
Twitter (62%), Pinterest (80%), Instagram (53%).
 78% of women in the U.S. use the Internet for product information before making
a purchase.
 Women account for 58% of all total online spending.
 As early as 2000, women were found to have surpassed men in Internet usage.
 The typical Twitter user is a 28 year-old English-speaking woman with 208
followers and an iPhone.
 Over half of women (54.1%) say they shopped online in the previous 6 months.
 More women are on social networks and on average have slightly more “friends”
than do men, even though men tend to be more focused on acquiring “friends”
than building relationships with them.

4

A YEAR OF CHANGE:
SOCIAL MEDIA
PLATFORMS

5

THE VALEDICTORIAN: FACEBOOK
 Facebook Timeline
– On March 30, all brand pages switched to the new Facebook Timeline format.
– The new layout includes a brand dashboard, an admin panel, a more visual focus, brand
milestones, pinned posts, and Facebook ads that pull directly from existing content.
 EdgeRank Changes
– Facebook made a relatively large ranking change in September designed to reduce spam
complaints from users.
– They decreased the reach of Pages or apps generating a higher amount of spam reports. In
other words, if a user never clicks, Likes, comments, or shares posts by a Page, Facebook
made that Page less likely to show up in their feed.
 Global Pages
– Global Pages allow brands to create individual localized versions of their page while
maintaining the same page name and global metrics.
– When a user navigates to the main global page, they’ll be redirected to the best local page for
them.
 Ad Model
– Search Advertising or “Sponsored Results” – Marketers can attach ads which link to the
brand’s Facebook page as a first choice when searching certain keywords.
– Newsfeed Advertising or “Sponsored Stories” – Companies can choose to take certain user
actions – such as checkins or actions within Facebook apps – and feature them in users’ news
feeds.
– Facebook Exchange – FBX is a real-time bidding ad system where visitors to third-party
websites are marked with a cookie, and can then be shown real-time bid ads related to their
6 web browsing when they return to Facebook.

THE JV CAPTAIN: TWITTER
 Customizable Profiles
– In September, Twitter rolled out more customizable profiles to its users.
– The enhanced profiles allow the account holder to add an additional image to the “header” of its profile page and to “pin” a tweet
above its regular stream of tweets.
 Promoted Tweets
– Mobile Expansion – In February 2012, Twitter announced it updated its iPhone and Android apps to display Promoted Accounts
and Promoted Tweets – a feature previously exclusive to the web-version of the site.
– Targeted Tweets – In July 2012, Twitter rolled out an enhancement to Promoted Tweets, which lets advertisers send tweets to
specific audiences without tweeting to all of a brand’s followers. Advertisers using targeted tweets can segment by location,
devices and platforms.
 Photo Filter Feature
– In the coming months, Twitter plans to update its mobile applications to introduce filters for photos that will allow people to share
altered images on Twitter.
– This will allow users to bypass Instagram, the popular mobilecentric photo-sharing network.

7

THE RISING STAR: PINTEREST
 Rise of Pinterest
– At 10.4 million users (in early 2012), Pinterest is the fastest growing social
media site in history.
– Pinterest is the 3rd most popular social networking site for hits per week.
 Verified Pages
– In October, Pinterest launched a new feature – website verification. The
feature lets users verify that they own the website on their Pinterest profile
and improves SEO in the platform.
– After verification, people will see a checkmark next to a user’s domain in
search results. They will also see the full website URL and checkmark on the
user’s profile.
 Secret Boards
– Pinterest introduced a new “secret boards” feature which limits visibility to
only the creator and any collaborators they may invite.
– Private boards can be switched from “off” to “on” one time before it becomes
permanent. But the major drawback is you can’t hide existing boards
8 because others may have already repinned from your board.

THE NEWCOMER: INSTAGRAM
 Purchased by Facebook
– In its largest acquisition to date, Facebook purchased
Instagram, the popular photo-sharing application, for about $1
billion in April 2012.
– With Instagram, Facebook will get a formidable mobile player,
an area that is seen as a weakness for the sprawling social
network.
 Web Profiles
– Two years after it arrived on the iPhone, Instagram launched a
web companion for users of its photo-sharing and filtering app.
– An animated, rotating mosaic of Instagram photos occupies
about the same amount of space as Facebook Timeline’s
Cover photo; a small profile image, short bio and follower stats
are situated just beneath.
– Photo thumbnails are organized in reverse-chronological order
further down the page; click on one, and it’ll appear at full size
alongside likes and comments.
9

TOP SOCIAL MEDIA
TRENDSETTERS

10

MASS: OREO’S DAILY TWIST FACEBOOK CAMPAIGN
 Overview: To celebrate its 100th birthday Oreo created The ‘Daily Twist’ campaign.
— From June 25 - October 2, 2012, Oreo created a social and digital campaign with 100 days of creative
and quirky visualizations of “America’s favorite cookie” to celebrate the centennial of the world’s most
iconic biscuit
— Each day, Oreo shared an image of a cookie on Facebook, Twitter, Tumblr, and Pinterest depicting all
thinkable (and unthinkable) events of the day in question, such as important milestones or current
events.
— The campaign kicked off with Oreo posting multi-layered cookies with colored cream symbolizing the
rainbow flag in recognition of LGBT Pride Month. The image, accompanied by the phrase “Proudly
Support Love!,” stirred up controversy and quickly pushed the “Daily Twist” into the viral spotlight,
racking up a quarter of a million “likes” on Facebook.
 Campaign Results:
— Engagement with the Daily Twist Facebook posts, increased 110 percent on average
— The Facebook shares on Oreo’s brand page has increased by over 4400%
 Key Learnings:
— Use content that is relevant, timely, simple, humorous and sharable to encourage people to interact
and engage with the brand
— Combine offline and online worlds. The campaign finale took place at Times Square with the last “Daily
Twist” cookie design created in real-time in a pop-up agency. The design ideas were curated from
consumers through social media or from people showing up on Times Square for the finale.

11

MASS: OREO’S DAILY TWIST FACEBOOK CAMPAIGN
 For more information, please see Oreo’s website, Facebook, Twitter, Tumblr, YouTube,
or Pinterest.
 Social Media Fan Base:
—Facebook: 28,131,144 fans
—Twitter: 57,297 followers
—YouTube: 7,358 subscribers
—Pinterest: 1,140 followers

12

LUXURY: BURBERRY CELEBRATES 1 MILLION TWITTER FOLLOWERS
 Overview: To celebrate the accumulation of more than 1
million Twitter followers, Burberry sent animated thank-
you cards personalized with followers’ names.
— 3,000 followers received a virtual notecard inscribed with their Twitter
handles in return for sending a tweet of congratulations or a tweet with
the hashtag #thanksamillion, which the company paid Twitter to
promote for the day.
— Burberry hit number one on Starcount's list of the fashion brands with
the highest social media engagement for the past week.
 Key Learnings:
— Celebrate key milestones in a unique way to show fan appreciation and
increase loyalty
— Surprise your fans by doing something you don’t normally do to show
that you care about them. Burberry usually does not respond to users
publically on social media.

13

LUXURY: BURBERRY CELEBRATES 1 MILLION TWITTER FOLLOWERS
 For more information, please see Burberry’s website, Facebook, Twitter, YouTube,
Instagram or Pinterest.
—Twitter: 1,308,304 followers
—YouTube: 44,744
—Instagram: 550,011

14

BEAUTY: SEPHORA'S 15 DAYS OF BEAUTY THRILLS SWEEPSTAKES
 Overview: To engage fans and drive traffic to their newly
developed website, Sephora leveraged their beauty partners to
furnish “thrills” for users
— The U.S.-only campaign kicked off on May 21, living on Sephora.com and
running promotions in-store and across social channels
— The company provided exclusive content on Facebook, with a fan-gated
app to bolster engagement and build the brand’s community
— On Facebook, fans were able to learn about the next day’s thrill at midnight,
incentivizing people to “like” the Brand Page in return for these exclusives
— “Thrills” included a Fiat with a Gucci interior and a $5,000 shopping spree at
Sephora, along with daily “mini-thrills,” a small gift included with any online
purchase
 Campaign Results (specific figures not released):
— Fan base grew 6 times their normal growth rate
— Dramatic increase in sales
— Increase in traffic to the website
 Key Learnings:
— Compelling exclusives on Facebook to drive traffic to page
— A large ad spend to bring more awareness to the Sephora brand, Facebook
Brand Page and website

15

BEAUTY: SEPHORA'S 15 DAYS OF BEAUTY THRILLS SWEEPSTAKES
 For more information, please see Sephora’s
website, Facebook, Twitter, YouTube, Pinterest,
or Instagram.
—Twitter: 721,289 followers
—YouTube: 12,787,049 video views
—Instagram: 134,798 followers

16

FASHION: MACY’S STYLEBLOGGER CONTEST
 Overview: To build exposure of their millennial-targeted Bar III line, Macy’s partnered with
Refinery 29 to host their Styleblogger contest
– Millennial style bloggers competed to be named the “Styleblogger” for Macys’ Bar III line
– Bloggers entered by submitting their blog, a photo of themselves, and a sample post on Refinery29.com
– The Grand Prize winner won $1,000 in cash and a week-long internship in Refinery29’s NY offices
– They also awarded a People’s Choice prize (the winner was featured on Refinery29) and a Bar III prize
(one winner became the brand ambassador for Bar III and traveled on a Flea Market tour to help style
customers)
– The People’s Choice winner was chosen based on fan votes via Facebook Connect
– Other entrants were narrowed down to 5 finalists by top execs at Refinery29
– Finalists then competed in a series of 4 challenges (e.g. creating a Fashion Week look for under $100) to
be named the Grand Prize winner
– 800 blog submissions came in within the first 2 weeks
– 20,000 people voted via Facebook Connect
– Readers spent 10 times more time on the Styleblogger page than the rest of the site
– The contest was the biggest traffic driver to the site for two months and built incredible brand awareness for
Bar III
 Key Learnings:
– Custom content campaign to provide exclusive content for fans and drive traffic to page
– Contest takes place annually to create a loyal fan base who will continue to follow Refinery29
– Subtly branded content to provide authentic experience for readers
17

FASHION: MACY’S STYLEBLOGGER CONTEST
 For more information, please see Refinery29’s website, Facebook, Twitter, Pinterest,
or Instagram.
– Facebook: 199,161 fans
– Twitter: 399,148 followers
– Pinterest: 74,661 followers
– Instagram: 113,359 followers

18

HAIR: L’ORÉAL PARIS TURN IT UP
 Overview: L'Oreal launched a Facebook tab inviting fans to join their
hair color “tribe” and express their hair color identity
– A custom Facebook application invites users to explore their hair color identity, take
tests to define their proper shade, meet hair color ambassadors, get tips, browse
before & after photos and win products
– Fans are invited to become L’Oreal Paris consumer ambassadors by creating
custom Facebook cover photos, posters and desktop wallpapers
– Three online influencers were selected as ambassadors to represent blonde,
brunette and redhead hair colors. Each ambassador shares tips and before & after
pictures using the product
– 1,000 Facebook fans completed a consumer survey that was created into a
shareable “Haircolor Census” infographic
– 440,579 Twitter impressions
 Key Learnings:
– Asking users to choose their hair color “tribe” promotes consumer advocacy and
encourages fans to generate personal content
– Incorporating a hair color survey for users to complete created additional content
that was re-purposed for the campaign in the form of infographics and videos

19

HAIR: L’ORÉAL PARIS TURN IT UP
 For more information, please see L’Oreal’s website, Facebook, Twitter, Pinterest, or
Instagram.
– Facebook: 1,570,506 fans
– Pinterest: 646 followers

20

NAILS: THE BEAUTY DEPARTMENT: MANI MONDAY
 Overview: To demonstrate nail art tutorials, Lauren Conrad’s
blog, The Beauty Department, publishes visual manicure guides
as part of a recurring Mani Monday campaign
– Images portray the finished manicure look and simple step-by-step
instructions
– Content is repurposed on the Beauty Department’s Facebook, Twitter and
Pinterest to reach a wide audience
– On Pinterest, Mani Monday tutorials are aggregated in a popular board
called “Nail Art”
– 286,003 Nail Art Pinterest board followers
– 132,300 Pinterest repins
– Engaged users on Pinterest, Facebook, Twitter and .com
 Key Learnings:
– DIY and tutorial content is popular amongst beauty consumers who are
interested in at-home educational information
– Visual content performs well across all social media channels, especially
Pinterest, Facebook and blogs
– Images are easily shareable through Pinterest and Facebook, which
21 promotes content virality

NAILS: THE BEAUTY DEPARTMENT: MANI MONDAY
 For more information, please see The Beauty Department’s website, Facebook,
Twitter, Pinterest, or Instagram.
– Facebook: 145,132 fans
– Pinterest: 286,003 followers
– UMV: 103,547 visitors

22

OVERALL KEY
LEARNINGS & TRENDS

23

OVERALL KEY LEARNINGS AND TRENDS
 Provide exclusive deals and incentives for social media followers to drive traffic to page
 Create consistent, interactive content (e.g. an annual contest) to develop loyal fan base
 Avoid being too branded to provide authentic experience for fans
 Integrate offline and online worlds to increase the reach and virality of your campaign
 Use content that is relevant, timely, simple, humorous and sharable to encourage people
to interact and engage with the brand
 Celebrate key milestones in a unique way to show fan appreciation and increase loyalty
 Encourage consumer advocacy to prompt fans to create personal content and share with
their own networks
 Incorporate visual content to increase shareability of campaign and promote content
virality
 Support campaigns with paid media, such as Facebook Sponsored Stories and Twitter
Promoted Tweets, to drive fan acquisition and engagement

24

WORKS CITED
 http://abcnews.go.com/blogs/business/2012/10/oreos-daily-twist-on-social-marketing-ends-in-grand-style/
 http://mashable.com/2012/06/11/burberry-personalized-tweets
 http://mashable.com/2012/07/27/refinery29-marketing/
 http://mashable.com/2012/06/20/sephora-15-days/
 http://mashable.com/2012/07/27/refinery29-marketing/
 http://www.refinery29.com/styleblogger-contest-details
 http://www.cmo.com/social-media/loreal-creates-haircolor-tribes-facebook-pinterest
 http://www.huffingtonpost.com/2012/06/20/social-media-by-gender-women-pinterest-men-reddit-infographic_n_1613812.html
 http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/
 http://www.business2community.com/social-media/31-fresh-and-tweetable-social-media-stats-0321278
 http://adage.com/article/digital/twitter-tweaks-profile-pages-permit-customization/237264/
 http://bits.blogs.nytimes.com/2012/11/02/twitter-will-introduce-photo-filters-to-compete-with-instagram/
 http://wallblog.co.uk/2012/11/05/social-media-statistics-2012-from-facebook-and-twitter-to-instagram-and-pinterest-infographic/
 http://www.searchenginejournal.com/pinterestingly-enough-interesting-pinterest-stats/45328/
 http://blog.pinterest.com/post/34315137913/verifying-your-website
 http://mashable.com/2012/11/08/pinterest-secret-board/
 http://dealbook.nytimes.com/2012/04/09/facebook-buys-instagram-for-1-billion/
 http://mashable.com/2012/11/05/instagram-web-profiles/
 http://www.searchenginejournal.com/facebook-edgerank-page-feed-reach-promoted-posts/51348/
 http://techcrunch.com/2012/11/07/killing-rumors-with-facts-no-facebook-didnt-decrease-page-news-feed-reach-to-sell-more-promoted-posts/
 http://mashable.com/2011/01/25/facebook-sponsored-stories/
 http://socialnumbers.com/newsroom/facebook-drastically-changes-the-advertising-model-1087/
 http://techcrunch.com/2012/06/13/facebook-exchange/
 http://mashable.com/2012/02/28/twitter-ads-mobile/
25  http://mashable.com/2012/07/19/twitter-targeted-promoted-tweets/

Lippe Taylor 2012 Social Media Trend Report

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