With the integration of social marketing and e-commerce into brand positioning, Cosmoprof North America was proud to present the conference entitled “Social Media Marketing: Monetizing Your Online Efforts,” as a part of its educational series in 2011. The panel was comprised of tech-savvy experts from both inside and outside the beauty industry. Some notable insights include:
Brad Klaus, CEO of Extole, is responsible for increasing consumer-driven marketing for big names such as Redbox, the Discovery Channel, and Audi. By using word-of-mouth marketing, and getting your consumers to work for you, a brand can easily gain more “likes” and “follows” with little cost. Brad supplied us with case studies to show that consumers will indeed work for a brand by recommending it to others, and sharing brand info through their own social media handles.
Social media is the “largest communication shift in history,” therefore, it would be folly for any brand not to utilize it to their advantage. Mike Lewis of Awareness Networks shared how scale and security, cross-channel promotion, and customer experience are integral keys to the success of any social media plan. Furthermore, using social media is powerful and easy- if done correctly. If you’re not using social marketing yet- what are you waiting for?
Yahoo! Small Business keeps their social marketing fresh and relatable by relying on human interactions. Eric Gilbert outlined how Yahoo! Small Business found success in their social marketing efforts by acting as a small, independent, cohesive unit, developing a “script” to guarantee the best customer service possible.
With social media as the fastest-growing medium in marketing, it is important that the beauty industry stays on top of innovations as they are released. Cosmoprof North America continues to promote social media use with its 2012 Education series. Be sure to look out for conferences dealing with reaching a social media audience and online purchasing at this year’s Cosmoprof North America show!