A Validation of Social Media Research via Skincare and Beauty
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Sourabh Sharma, SKIM's resident Communication & Social Media Research expert, was Chairman on Day 2 of the Innovation in Cosmetics Conference (InnoCos) in New York on July 10-11. He kicked off the day with a lively presentation on mindblowing, well received facts on how social media can be used as an adjacent or substitute piece of research, and focused on the skin care markets. Speakers from P&G and L'Oreal were thrilled that the results of the skincare study were perfectly in line with intuition and results from their classical research, reinforcing the fact that social is here to stay.
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A Validation of Social Media Research via Skincare and Beauty
- 1. expect great answers InnoCos 2013: Day 2 Sourabh Sharma | SKIM @skimgroup @sssourabh #innocos
- 2. … and much more
- 3. 3 Blog • sssourabh.com • Facebook Page Professional • LinkedIn • Carbonmade Portfolio Social • Facebook • Twitter • Google+ • Lookbook Photo / Video • Pinterest • Instagram • Vine • Tumblr • Flickr • Gentlemint • Dudepins Ideas • Formspring • Stumbleupon s s s o u r a b h
- 4. 4 “My brand is on every social network. What next?” “What do I do with social media research? What makes it actionable?” “How can I use social media to help with my current marketing and research activities?”
- 5. 5 volume
- 6. 6 All Shakespeare heroes are true heroes... Yet, they always have one feature, which is both their rise, and when in excess, their downfall.
- 7. … but despite our love for it, Shakespeare’s era is somewhat over. We are in a delicious world of big data 7
- 8. freely (publically) available 8 spontaneous real-time consumer understanding unprompted trackable
- 9. listen to your consumers sometimes without even asking questions 9
- 10. 10 Classic Research Social Media Monitoring Social Media Research 1. Formulate objective and topic 2. Publically available internet scanning and listening 3. Data Collection, coding, sorting 4. Analyze and strategize ResearchMethod
- 11. skin care By 2014, skin care will increase its already sizeable lead in the beauty market to reach $91 billion 11
- 12. May through July 2013 55,000+ results of skincare conversations on social media 12
- 13. platforms of conversation 13 1% 5% 6% 11% 13% 13% 20% 22% Other Social Networks Video Twitter Reviews and Ratings Blogs Facebook Tumblr Forums /…
- 14. skin problems 21% 14% 8% 3% 2% 2% 2% 2% 14
- 15. 41% 6% 6% 2% 2% 2% 2% 1% 1% 1% 15 products
- 16. creams 12% 5% 3% 3% 2% 1% 1% 1% 1% 1% 16
- 17. 17
- 18. 18 LoveHate Dislike Like IncreasingPassion Increasing Positivity of Sentiment Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme
- 19. 19 IncreasingPassion Increasing Positivity of Sentiment Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme Size of bubble: Volume of conversation
- 20. 20 Clinique mild exfoliating lotion is exceptionally good. It contains salicylic acid which clears out the pores but it's mild enough to use every day. It is my miracle product. Community June 2013 I'm 47 and have been using Clinique since junior year in HS...some 30 years! People always tell me I look at least 10 years younger. I owe it to Clinique and their Dramatically Different lotion ... :) Thanks Clinique! Facebook June 2013 Clinique - my fav :).... last year i try clinique and i got hooked up on it now i cant live with out it Facebook June 2013 Hate Love Dislike Like
- 21. 21 Lancome Nutrix Royal 1.5 oz Reviews - Pure Moisture Wow my skin was really thirsty. Since I trust the brand I tried this cream and let me say my skin is now glowing, soft and radiant. Reviews and Ratings May 2013 I love learning about what is important to have in our skincare. I love Lancome, but its like wayyyyyy out of my price range. Facebook June 2013 Hate Love Dislike Like
- 22. What exactly does “normal” to dark skin mean? So dark skin isn’t normal? Tumblr July 2013 22 Sketches Video feedback: how is it "real beauty" if these women still have makeup and dove moisturizers and **** on them... don't be fooled people! YouTube June 2013 Why does it leave my hands with blotch's between the finger's, I loved using DOVE but this one I don't think I will use again... Facebook June 2013 Hate Love Dislike Like
- 23. I ordered this Garnier bb cream… once you take it out of the box, it’s clearly not the same shade as the picture at all, it’s even darker than the other bb creams I have! Tumblr July 2013 23 Garnier Skincare Ultra-lift Anti-wrinkle Eye Roller, 0.5-Fluid Ounce - I have almost used this product up. I have not seen a noticeable difference in eye wrinkles, but I only use it once a day because it causes me 2 side effects. 1. It is very irritating when it leaks into your eyes. I have oily skin and my creams and lotions tend to migrate into my eyes after several hours. So I use it at night only for this reason. 2. It is giving me milia around my eyes. I like the roller ball application, but I will be searching for new eye cream. Reviews and Ratings May 2013 Has anyone had problems with the Garnier BB cream? It has alcohol in it Community June 2013 Hate Love Dislike Like
- 26. 26
- 28. Competence Agreeableness Classy Confidence Conscientiousness Creativity Energetic Sociability Sexy Funny Fashionable 28 Increasingimportance Increasing volume of conversation Strength Weakness Neutral (perceived) brand identity map
- 29. “It is one of the commonest mistakes to consider that the limit of our power of perception is also the limit of all there is to perceive” 29
- 30. What did we learn in 2 months (or the past few minutes) from 55,000+ conversations? 1. Skin care is most talked about on communities/forums and tumblr 2. Consumers talk about general skin problems, complexion and acne 3. They most seek moisturizer and use BB cream, and Clinique and Olay are perceived most positively for moisturizers 4. Most brands are purchased in pharmacies, followed by Sephora 5. In terms of skincare, consumers seek products that showcase competence, agreeableness and are classy, and do not care as much for fashionable, funny or sexy products 6. Understand the skincare competitive landscape: Every brand has a market position in terms of appeal, and each brand perceived strengths and development areas 30
- 31. listen to your consumers sometimes without even asking questions 31
- 32. Social media is actionable 32 Concept generation Measure campaign effectiveness Get inspired for campaign material Brand and competitive perceptions Identify market needs Product development ideas Uncover ideas for the next innovation Claims creation and evaluation
- 33. expect great answers 33 @skimgroup @sssourabh #innocos Sourabh Sharma s.sharma@skimgroup.com @sssourabh
Hinweis der Redaktion
- https://www.youtube.com/watch?v=TXD-Uqx6_Wk