Sephora – 15 Days of Beauty Thrills – Case Study

Sephora-LogoSephora is a French brand and chain of cosmetics stores founded in Paris. The chain includes more than 1,300 stores and 17 countries. They carry more than 250 brands including their own. They offer beauty products including makeup, skincare, fragrance, hair care, bath and body products, and hair and make-up tools. Their mission statement is “to build the most knowledgeable and professional team of product consultants in the beauty industry.” Here is a link that Mashable wrote about Sephora’s successes in this campaign:

Sephora has a Facebook Page, Twitter, Youtube, Tumblr, and a Pinterest. The campaign that I chose to Screen Shot 2012-12-02 at 3.05.41 PMevaluate was on their Facebook Page. I think that they do a great job connecting to their audience and keeping people involved and interested in their products and their message. One strong aspect of Sephora’s Facebook Page is that they are posting pictures, deals, beauty tips, and special product profiles every single day. This type of posting and interaction helps them to interest their audience and what to learn more.

Sephora has 4,503,382 likes, 159,329 people talking about Sephora, and 1,130 people who have visited the site without liking it. On their Facebook Page they have links to their website, twitter, iphone app, pinterest, youtube, tumblr, and their instagrid. They also have a engaging about page that has a social media policy set in place for their fans. They have all of their products listed along with photos that they post every day, events, and different pages available for all of their deals and offers. They interact with their fans Screen Shot 2012-12-02 at 3.04.58 PMfrequently and ever post that they post on their Facebook have between 100 to 10,000 likes with about 100 shares each. Also, he has 522,000 Twitter followers and 30,000 Pinterest followers.

The campaign that I found for this project was Sephora’s “15 Days of Beauty Thrills” that ran in May 2012 . This campaign offered a sweepstakes at the end along with smaller special thrills throughout the entirety of the campaign. Some of the large “thrills” included a Fiat tricked out with Gucci interior, a trip to the Make Up for Ever Academy in Paris, and a $5,000 shopping spree at Sephora. There were daily “mini-thrills” that were offered daily that took the form of a small gift included with any online purchase. The purpose for this campaign was to increase their online presence while launching their new Screen Shot 2012-12-02 at 3.06.22 PMwebsite. The campaign lived on and they ran promotions in their stores and on their social channels. They did special things with Facebook by using a fan-gated app. On Facebook, fans learned about the next day’s thrill at midnight. This gave incentive for people to “like” their page so that they can view this exclusive information.

Their Facebook ad campaign targeted women between the ages of 18 and 35 who were interested in beauty and fashion. They had a great response and they grew their fan base to six times their normal rate. They saw a larger increase in sales than what they normally saw on Facebook. The three largest things that made this campaign successful was that it was a great campaign, there were exclusives on Facebook, and they created an ad that brought awareness to the Sephora brand, the Facebook Brand Page, and their website.

I found this campaign to be very interesting. I have seen these types of campaigns before but none that have been executed this well. I am a big fan of fashion, makeup, and beauty so I thought this would be fun to learn more about. Since this campaign, they have had many more successful campaigns and they are growing their name in the social media world. I learned how important it is to be seamless when creating campaigns and how if you have continuity throughout all of your channels during a campaign, it could make all of the difference.


Posted by on December 2, 2012 in Case Studies


LinkedIn Business News

Upon reading through some news articles, I came across one titled, “LinkedIn CEO: We’re Not Like Other Social Networks.” I read further to better understand what they were talking about.

LinkedIn is a business oriented social networking site similar to Facebook and Twitter. It was launched in 2003 and it mainly used by professionals and for professionals to better network themselves and their businesses. It has over 90 million users and is fast becoming a central marketing and networking tool for all businesses.

CNBC’s article, written in August 2012 by Javier David, is about how LinkedIn is totally unique and how they offer things that no other social media site offers. The two main points that set LinkedIn apart from others is their business model and their global reach.

Since the economy has been so troubled lately, LinkedIn’s CEO found that individuals and businesses were going to LinkedIn for help. The company’s global reach and focus on professional networking help businesses and individuals influence their networks to find work.

They seem to be doing everything right. The offer a similar community and sense of communications that other social media sites offer like Facebook and Twitter, but they have a business aspect that no other site has. The focus on finding people jobs and getting people connected.

LinkedIn is up to more than 175 million members and all of those members are connected to other people. That is a fraction of Facebook’s 1 billion users but LinkedIn’s emphasis on professional networking sets it apart.

I have always been interested in LinkedIn and I have had a LinkedIn since my senior year of high school. I was working for my mom and she asked me to set one up for her and I did the same for myself. I dug in deeper to see what it was all about. It has helped me stay connected to past employers and colleagues and I have been able to find companies on LinkedIn that I am interested to working for in the future. It is a great site and the professional aspect helps businesses to get a feeling for social media with out having to deal with all of the personal things that other sites offer.


Posted by on November 28, 2012 in Blog Posts


Best Buy Social Media Policy

Best Buy is an American public company that is a specialty retailer of consumer electronics in the United States. It was named “Company of the Year” by Forbes Magazine in 2004 and they made the Fortune Magazine’s List of Most Admired Companies in 2006.

Best Buy, along with many other companies, is connected to social media and they have a social media policy that their employees must abide by. A social media policy is a corporate code of conduct that provides rules for employees who post content on the Internet either as part of their job or as a private person. The goal of a social media policy is to set expectations for proper behavior and to guarantee that an employee’s posts will not put the company in harm.

Best Buy’s Social Media Policy revolves around being smart, respectful, and human. There are five major parts to this policy including: guideline rules, what you should do, what you should never disclose, consequences, and other policies.

Their guidelines set up the policy and help to introduce what is to come from the rest of the policy. It explains that electronic policies are just as important as the values, ethics, and confidentiality policies employees are asked to live by when joining the Best Buy team. The importance of confidentiality is known and their employees must be responsible for the company on and off the clock.

In their “what you should do” section, they describe different ways to express feelings on social media that will not reflect poorly on the company. Employees must disclose their affiliation with Best Buy when talking about work related matters, they must state that it is “your” opinion when commenting about a business online, and they have to personally protect themselves. This policy also shows how important it is to act ethically, honor the company’s differences, and get approval for offers.

Some things that Best Buy employees must never talk about are the numbers, the promotions, and legal information. They explain that if you find yourself starting to talk about something you learned at work, you must stop yourself. If Best Buy employees do not follow this policy or any of the companies other policies, they could get fired, get Best Buy in legal trouble with customers or investors, or cost Best Buy the ability to get and keep customers.

Last and foremost, they want their customers to remember to protect that brand and themselves.

I think that this is a very solid and well thought out plan. It is basic and self-explanatory yet important to be written and followed. I think that if employees follow this policy that will keep themselves and the company out of trouble. I do not think that this means that they cannot talk about their work or what they do. They just have to watch what they say and do not cross the line. It is all about respect and protection.

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Posted by on November 28, 2012 in Blog Posts


Sysomos – Social Media Monitoring at its Finest

I learned about Sysomos for the first time a couple of weeks ago and I did not know what it was. When I got to work with it, I understood how useful of a tool it could be for multiple applications. Sysomos is a social media analytics company that offers social media monitoring products that give corporations, marketers, public relations agencies, and advertisers the insight needed to make smart and strategic business decisions.

I got a chance to work with Sysomos for a project and I realized how easy it is to find out information about companies. I only used for a short time and I did not do too many things. I was researching the company Classic Slice Pizza in Milwaukee, WI. I got different search results depending on what I typed into the search. I finally realized that if I put “Classic Slice Pizza” in parenthesis I would get the correct results. For this particular company they did not have a lot of results or mentions on social media. I tried playing with some other companies too and it is amazing what they can find out. wrote an article about Sysomos last Thursday, November 15th. They wrote about their 20 Social Media Resolutions for 2013. This article talks about how important it is to use a monitoring company to track your social media mentions. They say that organizations that do not embrace and properly leverage social media will be eclipsed by those that do. Sysomos developed a social media resolution list to give companies the guidelines to become a social enterprise. These resolutions will help to increase brand recognition, make easier sales, and create more satisfied costumers.

Marketwire only gives five of the 20 resolutions in this article but they have a link to download a free copy of Sysomos’ full list of resolutions.

Their first resolution is that every business should determine what defines its own social media success. This includes social listening and setting specific, concrete and measurable goals. Resolution number two is that organizations should not try to be all things to all people. They should focus their social media efforts to the social channels that attract the demographic profiles of their target audience. Resolution number three is to monitor social media most often during an active marketing campaign. This will help your company to see people’s conversations and to find out what is working and what is not. This will help to strategies and achieve better results right away. The fourth resolution is to be consistent with fans. There is so much traffic on Facebook and Twitter and so many people have accounts that they never use, these people can be seen as inactive or fake. It is important to audit your fans regularly. The fifth and last resolution in this article is that if you are not in social media, you need to get on social media. A company that is not on social media runs the risk of losing their customers. If is important to be responsive, visible, and impactful.

I really liked this article and Sysomos in general because it does so much for social media and social businesses. It is an interesting site and it can make a positive impact on a company’s view of their social presence.


Posted by on November 18, 2012 in Blog Posts


Social Media Monitoring

Social media monitoring is a very important step for businesses to take when they are actively involved and dedicated to their social media sites. Monitoring helps companies see how effect they are on the internet and it gives them an idea of what else they need to do in order to have a larger social media presence.

I found an article called, “Top 20 Social Media Monitoring Vendors for Business.” This article was posted on by JD Lasica and Kim Bale. They compare 20 major monitoring and engagement service sites including: Radian6, Lithium, and Attensity360.

The web has over 200 tools that can help track and assess mentions of businesses or brands in social media channels. Some of the major tools target specific parts of a company such as, product development, customer support, public outreach, lead generation, market research, and campaign measurement. The monitoring websites that are available help to better each and every business that comes to them for their expertise. Many of these companies provide end-to-end solutions, tracking capabilities, and a rich set of analytics and response tools to help each business grow and engage.

Three of the major monitoring companies are: Radian6, Collective Intellect, and Lithium. I would go through all of the comparisons but then this would be a very long post. If you would like to read more about some of the other leading brands, you can click on this link and enjoy:

Radian6 is a Canadian based social media monitoring company. They work with brands to listen to their customers, work around competitors and influencers and they give real time insights. Their monitoring dashboard tracks mentions on more than 100 million social media sites and they offer an engagement console. The engagement console allows businesses to coordinate their ideas and make them into external activities. They are a fully automated service. Their starting rate is $600 monthly but they offer free trials to students and educators for research project purposes.


Collective Intellect is based in Boulder Colorado and they began by providing monitoring to financial firms. They have evolved into serving top businesses in the marketplace. They use a combination of self-service dashboards and human analysis. Collective Intellect is unique because it applies spam management techniques and text analysis to clean data sets. Their starting rate is $300 per month and changes upon special needs or requests from clients.


Lithium monitors a business’ search mentions on the web and outputs an easy to read graph and stock market replica for each and every business. They take mentions and information from a wide variety of social media sites and websites. Their base plan-starting rate is $249 per month for five users and five searches with a free 14-day trial.

I think that these three monitoring companies have many differences but they are basically the same. They do their job to find businesses on the web and to calculate their mentions and effectiveness. It is important for these companies to be around in order to help companies clearly understand their presence in this social media based world.

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Posted by on November 12, 2012 in Blog Posts


Get a Job with the Help of Social Media

It is that time of the year when I, yet again, start to think more intently about my future and what I am going to do in order to find a job that I love. With this in mind, I thought that it was appropriate to post about how social media can help in finding a job and connecting with businesses. I found an article that talks specifically of this idea.

On October 19, 2012, Dubai Chronicles wrote an article titled, “How to use social media to find a job.” This article gives tips and techniques in how to do so. Many businesses use social media to find new employees and to determine who is right for the job. Social media is an important way to find employees because you can understand a candidate’s qualifications, interests, and ambitions in a way that you can’t always find out in a personal interview.

If it is the other way around and you are the one searching for the job, there are a couple things that you can do to make sure that your social media sites get noticed. Four steps include: creating a professional email, registering with LinkeIn, and building a network of contacts, and being active.

Creating a professional email looks good to the businesses your are seeking and it looks like you know what you are doing. This new email should include your full name in the address. This will make you easily recognizable and people will not have any problems getting a hold of you. The signature of your new email should include, a handwritten signature, a phone number, a website, and a blog.

LinkedIn is a platform that was created specifically for this reason, for employers to connect with future employees and vice versa. This will show your previous work, your potential, and most importantly, your personality.

Connect with people with the same interests as you, your ex-colleagues, and some businesses you want to work for. Keep these contacts and talk often in order to create a relationship that will help you throughout the rest of your career.

According to this article, being active is the most important advice. If you are posting on blogs and getting involved in job discussions, you will get noticed.

This was a great article to read. I am already doing a couple these things but I need to step it up. I think it is important to get involved and make sure my future employers can see what I do and that I am different from everyone else. I think that network connections are the most important things to have, especially in any communication based industry. If you have someone that you can reach out to and ask for his or her help, it makes all the difference. Also, if you have those relationships present on your LinkedIn, businesses who know that name will see that and get in contact with you.


Posted by on October 22, 2012 in Blog Posts


Kraft Food’s “Mac & Jinx” – Case Study

Kraft Foods is a food brand that is recognized worldwide. On their “About Us” page on their main website, they have an image of quick facts about the company. Their mission statement is “our mission is to be North American’s best food and beverage company. Our company has a great heritage that we’re building into an even greater future.” Some of their interesting facts include that they have $19 billion in annual sales and that 98% of North American households have Kraft brands in their pantries and refrigerators. Below are some more interesting facts.

Kraft has both a Facebook page and a Twitter. The campaign that I chose to evaluate was on the Twitter platform. I think that they do an outstanding job with connecting to their audience and keeping people involved and interested. One strong point to their presence is that when a fan tweets them, they almost always tweet them back in a timely fashion. This type of interaction and communication make their audience people important to the brand itself.

Kraft has 40,457 followers on twitter and they currently have 8,088 tweets. It looks like they try to tweet every single day and they have a consistency involved. Kraft tweets about recipes, products, and different uses for products, pictures, contests, and cool opportunities. Kraft is following 6,076 people and they interact with them frequently.

The campaign that I was struck by for this project was Kraft’s “Mac and Jinx,” beginning in March 2011. This campaign used Twitter to encourage people to tweet something with the phrase “mac & cheese” in it at the same time. Kraft would go through and identify the pairs and send both sides of the pairs a link. The first one to click on the link and give Kraft their address got five free boxes of Mac & Cheese plus a T-Shirt in the mail. According to the Barn Raisers, “this campaign took advantage of the real-time nature of Twitter boosting the brand’s Twitter followers by 400% and at one point gaining over 300 mentions of “Mac & Cheese” per minute on Twitter.” Also, the phrase “Mac & Cheese” became a trending topic almost immediately. What they created here was incredible and it received a great buzz. I think that the goal of this campaign was to get people talking about their products. They succeeded in this.

I found this campaign interesting because it was something I have never seen or heard of before. They took a leap into the social media world by trying something different. They had a couple of other campaigns to follow and I am sure more to come. They do a really good job connecting to their fans and communicating with them in a way that gets them involved and makes them take action.

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Posted by on October 11, 2012 in Case Studies