Social Media and the Beauty World

Being a freelance makeup artist while holding down and full-time job (in a completely different industry), taking a business class and attempting to maintain a social life can be quite difficult. Not that I’m complaining, but until I can transform my passion for makeup artistry into a full-time gig, I constantly have to think about ways to promote myself. In trying to consider which social media avenues to use, I thought about what I used for reference when I was first starting out…even just to learn more about makeup for fun. Aside from going into MAC watching the artist’s application techniques, YouTube was my visual makeup bible! If I wanted to learn a certain technique, I could just search for it and watch the step-by-step execution of that technique. I would refer to the same ‘makeup

eyegurus’ over and over again if I liked their work. I trusted their opinions and feedback on makeup products, enough to try them myself. Some artists have a built a name for themselves through this. Very popular ones are starting to get sponsored by makeup companies, and even hired for gigs.

Instagram is another popular arena for makeup ideas and tips. Ranging from looks created by/for an established makeup company to ones by the girl/guy next door, there’s enough on there to satiate your creative hunger…AND its to the point! Sometimes a description or list of products are noted underneath the image. This is a quick and easy way to get what you are looking for. instaThe limited amount of space available for posts benefits  both viewer and the creator; the viewer can get exactly what they want – an image of a makeup look, while the creator can reference their audience to their other social media accounts for more detail.

Blogs, Facebook and Twitter are big players in the makeup world, each with a different focus. All of these help to build a relationship with the viewer, which in turn builds a reputation and possible business opportunities for the artist. As there are a good number of avenues to consider, I really need to sit down a figure out which ones to use and which will realistically work with my schedule. I’m in the process of creating a social media calendar to help organize my ideas with this project. I’ve got a lot of work to do!

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Challenges of WeChat

Nowadays, there are many stores connected with WeChat. Customers only need to take out their smartphone from pocket and scan the QR code. They might get prize, become membership or some discount from that. In last four months, thousands of brands have joined WeChat membership system. More and more customers are involved in this. They follow some brand account for getting a discount, but how many of them are continuing focused on the news those accounts pushed and built a good relationship with them? That’s a problem.

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It can’t balance the numbers of followed accounts and information absorption:

News in Wechat are delivered point to point mode. Users will only notice the news if they open WeChat. But if they follow more than 10 accounts, they might get lost of what should they read. If they follow only few accounts, it will be easier for people who receive but it does block users from getting more information, which is not that good to business.

Special notifications make users impatient:

Notifications of unread news are marked as 1, 2, 3…This could cause an anxiety. In this condition, users might just open news removing numbers without reading them. Actually, I did that a lot. Some others accumulate those subscriptions and ignore them. On facebook or twitter, people usually consume fragmented time without pressure. They happen to notice some branding information and events in their timeline. That is a more acceptable environment to them.

One way communication, interactive model is not normal between fans and business:

In most case, businesses send news to their followers which are only one way. Public WeChat accounts can reply automatically after you set about key words. When followers really give some complaints or feedbacks, those accounts are not suitable as customer service.

Can business really get returns through this?

Businesses in twitter give users discounts and get word-spreading. WeChat is one to one, which means limited influence. If the influence is limited, point to point promotion might not be very effective. Not mention some users just unfollow accounts immediately once they get benefits. So we have to doubt the returns of businesses.

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Social Media Marketing

Are you looking for some creative social media marketing ideas from businesses?

Look no further.

This article highlights five mini case studies of businesses that have stood out by implementing innovative social media marketing practices.

You’ll find inspiration for your social media marketing efforts here.

So let’s dive in!

#1: Sharpie

Sharpie is the permanent marker company. Through social media and other marketing efforts, this company has taken an ordinary product and turned it into a common noun.

Sharpie excels on Twitter, but they also make good use of their blog and Instagram and have even formed their own community. Here are some things to learn:

  • Sharpie incorporates various background images to keep the look fresh and attractive.

 

sharpie twitter profile
  • Sharpie sheds spotlight on customers  artwork.
sharpie customers artwork

 

  • Sharpie showcases how different customers use their product in unique way. This also gives customer a free advertisement
snow leopardReaders are also often looking for inspiration on how to use certain products

pop that collar 

  • Sharpie invites their community to engage through art challenges where users vote for the best submissions

creative invitation

An invitation to be creative is all it takes for some people to invest hours with your brand.

#2: HubSpot

HubSpot is a leading B2B company that provides inbound marketing tools for small businesses. A key to their explosive growth comes through a strategic content creation plan.

free resourcesNotice three different references to free resources just in this snapshot.

  • HubSpot knows what their audience wants. They write about hot topics (like the post on Pinterest pictured below), they tag their articles based on experience level (see “Introductory” in the illustration above) and they provide a way to listen to their posts through a service called Vocalyze.
hubspot recommendations

  • Recommendations are an important selling point to site visitors. Notice the prominence given here.
  • HubSpot also does a great job providing easy access to a variety of social sharing buttons. We can how prominently those display next to both of the above images.
  • HubSpot excels at making their brand personal. On their Facebook page, they do this by featuring their employees.
facebook personal sideLetting customers see the personal side of your staff makes them more likely to stay engaged with you.

#3: Weapons Plus Martial Arts Supplies

Weapons Plus Martial Arts Supplies is an early adopter of Google+ and has found many creative ways to take advantage of Google’s power.

  • One of their most compelling elements comes through their use of animated profile graphics.
animated effectThese three images cycle to create an animated effect on the Weapons Plus Google+ page.

  • Weapons Plus understands that their audience likes to read reviews of martial arts movies and get how-to instruction on making and using martial arts weapons. They also want to show their love.
fan haircutHere, Weapons Plus shows a fan sporting a haircut that advertises one of their customers. Now that’s showing some love!

  • Another ninja method used by Weapons Plus is to take full advantage of the “About” page to get lots of Google juice. The Recommendations links are a perfect way to tie your Google+ page to your other online properties.
google+ about tabBe sure to make full use of the About tab on Google+.

#4: Evian

Evian is the bottled-water company. They have developed a highly sophisticated YouTube page that is worth studying.

  • One of the smart things they’ve done is create a pervasive campaign with the “Live Young” motif. All of their images and products reinforce this through the idea of fueling the Evian baby inside (which, of course, needs to drink Evian water).
evian youtubeEvian has connected their various platforms on YouTube—all while reinforcing their core message.

  • Another excellent idea implemented on Evian’s YouTube channel is a user-generated video. The goal is to create the world’s longest user-generated video. They do this by allowing users to create short video clips that tie into the theme. The technology required to accommodate this can’t be cheap, but all businesses can look for ways to get fans to create content on their behalf.

#5: Openview Partners

Openview Partners is a B2B venture capital firm that helps emerging growth technology companies with startup funding. They have added 10,000 new subscribers through their social media strategies on their blog.

  • The authors of Openview’s blog understand that good content draws new readers. That’s why they make it really easy and compelling to sign up for their newsletter.
  • In addition to the sign-up sheet found next to every blog post, the site provides a pop-up invitation to new site visitors who haven’t signed up before.
social proofThis pop-up ad uses strong social proof to compel readers to sign up.

  • Openview employs another smart tactic by making their posts readily available for mobile readers. They do this through a service called Google Currents.
mobile audienceMake sure to service your mobile audience.

  • Openview strikes a nice balance between professionalism and fun by allowing staff to show a  “Meet the Authors” page.
meet the authorsWhen you hover over an author’s picture, his or her bio and a fun picture display.

Key Takeaways

These five businesses are using social media in different ways, yet each one is seeing demonstrable growth through smart social media marketing.

Here are a few lessons we can all learn:

  • Social media is highly visual—take advantage of photos and videos.
  • Showcase your customers—this greatly increases engagement.
  • Enable social sharing on all of your content.
  • Google+ will impact search results—are you realizing these benefits?
  • YouTube is far more advanced than you may realize—check out the recent changes and consider making this a social destination for your business.
  • Don’t overlook mobile users—optimize your content for mobile readers.

Happy Social Marketing 🙂

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#PacMarquez

paqmarq

Hashtag #PacMarquez  on Twitter has been buzzing with updates from sports channels, fight enthusiasts and those who just want to stir the pot. Tonight, Manny “Pac Man” Pacquiao, will be facing Juan Manuel Marquez for the fourth time in Las Vegas. These two pound-for-pound fighters went at it first in 2004 which resulted in a draw, in 2008 – Pacquiao by split decision and in 2011 – Paquiao by majority decision. However, Marquez as well as many fans have not been pleased by the final results of each, especially with the last fight. Some felt that Marquez was ‘robbed’ while others argue that the score cards are enough proof.

The two have very different style of fighting, Pacquaio being a southpaw, moving with immense speed and Marquez being orthodox and a strategic counter-puncher. However, after 3 intense fights, both have already learned, studied and probably even dreamed of each other’s movements. pac5Even their training camps mentioned that because they’ve been seeing so much of each other, preparing for these matches is starting to feel like a regular job. I’m excited to see what both fighters bring to the table this time around!

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Costa Rica!

This gallery contains 11 photos.

Next week I will embark on a weeklong trip to Costa Rica. Beyond being extremely excited, I am anxious to get this thing they call work over with and board my flight to San Jose, CR. The unique thing about … Continue reading

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Athletes, “Show your personality on social media”

Social media has created and discovered many stars in the music industry. The best example is probably Justin Bieber. His current manager stumbled upon his YouTube video’s and saw a star in him. And Lily Allen used MySpace to promote herself and find following, which lead to the signing of a big contract. And of course there’re the established musicians like Lady Gaga and Beyonce that use social media to engage with fans and in a promotional way.

Over the past years social media has become more and more important in the sports industry as well. Players like LeBron James and Drew Brees have millions followers on Twitter. This is quite easy to explain as these players are very successful. LeBron James won the NBA championship last year and Drew Brees has a Super Bowl ring and holds several NFL-records.

It’s obvious that these players have exceptional talent. At the same time, not all NBA champions nor Super Bowl winners have that many followers. ANd the other way around: not everybody that’s popular on social media had achieved similar things in life. There must be something in there personality that attracts fans and followers.

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Tim Tebow’ App

Personality is very important, not just in real life, but also in the digital social world. Take Tim Tebow, the quarterback of the NY Jets, for example. At the end of last season the Jets invested millions in Tebow when they bought him from the Denver Bronco’s , but up till now Tebow has been a backup to their starter Mark Sanchez. Despite that he is the most talked about quarterback across the NFL on social media and, for example, has three times more followers on Twitter than Sanchez. How is that possible?

Yes, Tebow has talent. That’s why he almost took the Bronco’s to the playoffs last year and the Jets paid millions to acquire him. And he is an interesting appearance in the NFL with his outspoken Christian believes. But there should be other reasons why his popularity on the web exceeds his popularity on the field. In my opinion, an important reason is his personality and the fact that he shares that on social media. Fans want to get to know a player and engage with them. Tebow does a very excellent job at that, he even has an own Tim Tebow App!

Another good example is the introduction of the Portland Trailblazers rookie Damian Lillard to the NBA-fans through social media. Lillard did not attend a college with a highly praised basketball program, so him being drafted sixth this summer came as a surprise to many fans. The fact that the scouts where right and that Lillard has talent is something he’ll have to show on the field. But Lillard decided to start a digital promotion of himself as a person. He revived his Twitter, Facebook and Instagram accounts. And, in addition to that, he posted a mini-documentary about himself on You Tube. Through these various channels Lillard shared his personality and connected with the fans. The NBA season only started a month ago but Lillard is already the third most followed player from the Blazers.

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Cover foto Facebook page Damian Lillard

Of course the value of an athlete is mainly determined by his/her talent and the results on the field. But personality and the promotion hereof through social media has on increasing influence on their commercial value. The rumors that the Jets only bought Tebow for P.R. reasons illustrates this.

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Social Media Venting

Have a problem with a recent purchase? Cable company service giving you difficulty? Upset about the way your food tasted last night?  Didn’t like to the hair color you bank teller had? Ranging from comments like “Had an awesome experience today at Best Buy while trying to shop for a new TV” to “Never go here. This place sucks,” you can be sure that there will be a variety of community input displayed across all social media channels. Almost all businesses now have either a Facebook  fan page, Twitter account or blog. As these are usually open for public posts, companies have to be very responsive to what their audience has to say, good or bad.

Although everyone is entitled to their own opinions, tack is necessary when posting negative remarks about a company or service (if you want to be taken seriously). However, that’s not always the case. Too often are people posting rants about what they are not happy about, with no real content included, burying those with legitimate concerns. Do those nonsensical comments deserve a response from the company in question? For those with  legitimate concerns, is there a real person behind the company page reading these and are they considered despite the crap comments? How many complaints are needed in order to catch a company’s attention?

Thankfully, there are real people behind the scenes. They are equip with tools that monitor such activity and comments, so that legitimate concerns get addressed. Most large companies are prepared to handle these situations and have even developed a teams who specialize in addressing concerns vented on social media channels – sometimes in real time. Even though this process is sometimes abused by the public, it is the fastest way for the customer to get a response from a company, as well the company to prevent the spark from turning into wildfire. Regardless of the issue, the company’s reputation is on the line, so action will always be necessary.

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