In their BlogWell New York presentation, Avon‘s Social Media Manager, Leigh Acton, and Senior Manager, Global Digital Strategy & Activation, Rob Jacobs, share how they are building advocates through shared social media applications. Leigh and Rob talk about how they built a base of advocates by creating a library of social media applications that can be co-branded by independent Representatives and shared broadly through social media. Watch the video of this presentation here: https://vimeo.com/52045915

1. SocialMedia.org
Video Case Studies
SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
This presentation is from
socialmedia.org/blogwell
Leigh Acton &
BlogWell Rob Jacobs
New York
September 12, 2012
socialmedia.org/blogwell
Social Media Advocacy

2. Social Media Advocacy
Leigh Acton – Social Media Manager
Rob Jacobs – Sr. Manager Global Digital Strategy & Activation
Sept 2012

3. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
Social Networking is in our DNA
•Since 1886, Avon has been bringing together women to socialize, share and buy products
•Avon has harnessed the traditional word of mouth business model to build an $11B+
business worldwide
•We have over 6M+ representatives who have built their own business, centered around
their social communities
•Through this social network we sell ~5 lipsticks every second
1876 2012

4. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
How do we Opportunities Challenges
empower our • Over 6 million Independent •Scale & Complexity: How do
Representatives Representatives who are we create a flexible framework
natural brand advocates over 70 markets spanning 40+
to become Brand languages and diverse social
• High level of Representative
advocates? social media activity across a
networks?
variety of networks • Lead attribution: How do we
make sure that Representatives
• A strong corporate social
reap the benefits from their
media presence of 160
activity?
accounts and over 4 million
fans followers and subscribers •Varied levels of Representative
social media know-how from
• High demand for beauty
novice to expert
content on social networks
•Widespread inconsistency of
branding and unauthorized use
of Avon logos and assets

5. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
Social Advocacy at Scale 
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GLOBAL BRAND Develop & Activate Localize & Translate Personalize & Share
CENTER
MARKETS REPRESENTATIVES FRIENDS

6. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
It all started with one simple widget…..
Our first project was an interactive
launch widget that let Representatives
share a co-branded digital asset with
their social networks.

7. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
Representative Co-Branding

8. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
We continued to test and roll out new widgets
Rich media widgets
Building on the success
of the eBrochure widget
we expanded the program
by adding a variety of
multimedia widgets that
markets could customize
and load with rich media
content.
Representatives could
then personalize and
share them to their social
networks

9. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
Interactive Widgets

10. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
Facebook Applications
Avon Lash Maxover - An interactive
Facebook application to promote the launch
of SuperShock MAX mascara. Users can
“MAXout” their lashes and add fun photo
filters to share with their friends
For more information :
http://apps.facebook.com/supershock/165/app

11. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
Facebook Applications – Like My Lips?
For more information :
http://apps.facebook.com/avonshineattract/

12. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
Advocacy Program Results
62 Markets 1.8 Million Deployments
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12.9 Million Interactions
35% Average Click-through Rate

13. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
Key Learnings
The Power of Advocacy Offer Guidance
Shares from a trusted friend strongly out Some Representatives were
performed the typical click through rate of personalizing and saving their
Facebook ads or average open rates for an widgets and apps but not ultimately
email campaign sharing them. We realized that we
needed to make the experience more
Keep it Simple straight forward and build in some
Every screen should have only one helpful tips and guidance.
prominent call to action for the user.
Secondary calls to action are fine but
should be less visually prominent. We learn as we go. Launching new
tools, analyzing performance and
Make it fun
Fun interactive features such as virtual try
iterating frequently.
on and photo filters drove high levels of
engagement

14. INTRODUCTION PROGRAM INSIGHTS EVOLUTION
Next Phase: Avon Apps
Easy Access
Provides a single destination for Representative
social media tools.
Guidance
We integrated help content to guide users on
personalizing and sharing the apps and to help
them become better social marketers
Feedback
As Representatives engage with the program they
receive basic performance statistics to give them
feedback and a sense of progress

15. We will continue to support social media
advocacy as a natural extension of the Avon
Representative’s personal connections online
Contacts
Leigh Acton – @leighacton
Rob Jacobs – @robjjacobs

16. SocialMedia.org
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BlogWell
San Francisco
June 20, 2011
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New York
September 12, 2012
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