What do you make of Sephora’s digital and social media efforts as of fall of 2010? Was it wise in your opinion to create Beauty Talk as a separate social platform to Facebook?
With the experience of fall in 2010, Sephora focused on the store experience of customers, including the offline and online marketing image. From 2007 to 2010, online videos on YouTube attracted millions of customers which enabled not only Sephora to launch an official channel with professional produced videos but also hundreds of user generated content. These client videos also attracted the huge amount of viewers like professionally produced ones.
After youtube, Sephora focused on Twitter to spread about promotions, contents and events. Additionally, Sephora identified that the largest no.of customers to the website result from online search. So it invested in thousands of keywords relating to beauty related items, brands and products
Moreover, the Facebook presence reached approx 900000 fans by September 2010. However, customers were not completely satisfied with the website. There are several reasons which made creating beauty talk a wise decision. A seperate social media website enabled to highlight several consumer comments about various beauty products. Beauty talk offered a Q&A section for clients to get fast feedback. Users can ask questions privately so they do not feel embarrassed while asking about acne and wrinkles. This platform has enough capacity to collect common questions asked. Beauty talk gave recognition to its frequent users as a symbol would identity them as beauty master of VIB
When compared to Facebook, beauty talk has many advantages and has became key part of Sephora experience. To be successful both needs to be integrated.
What do you make of Sephora’s digital and social media efforts as of fall of 2010?...
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