2012 YEAR IN REVIEW:

SOCIAL MEDIA December 18, 2012

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TABLE OF CONTENTS

Overview……………………………………………..…

Women & The Web…………………………………....

A Year Of Change: Social Media Platforms…………

Top Social Media Trendsetters…………………….....

Overall Key Learnings and Trends……………..…….

Works Cited……………………………………………..

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OVERVIEW

The following report analyzes changes in social media networks, top digital and

social media activations, and overall trends from the past year. Specifically, we

examined brands in the Mass, Luxury, Beauty, Fashion, Hair and Nail categories

to curate a collection of influential trends.

Please let us know if you have any questions about the following campaigns or

would like to discuss in more detail.

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Many social media sites are currently dominated by women – Facebook (58%),

Twitter (62%), Pinterest (80%), Instagram (53%).

78% of women in the U.S. use the Internet for product information before making

a purchase.

Women account for 58% of all total online spending.

As early as 2000, women were found to have surpassed men in Internet usage.

The typical Twitter user is a 28 year-old English-speaking woman with 208

followers and an iPhone.

Over half of women (54.1%) say they shopped online in the previous 6 months.

More women are on social networks and on average have slightly more “friends”

than do men, even though men tend to be more focused on acquiring “friends”

than building relationships with them.

WOMEN & THE WEB

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A YEAR OF CHANGE:

SOCIAL MEDIA

PLATFORMS

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Facebook Timeline

– On March 30, all brand pages switched to the new Facebook Timeline format.

– The new layout includes a brand dashboard, an admin panel, a more visual focus, brand

milestones, pinned posts, and Facebook ads that pull directly from existing content.

EdgeRank Changes

– Facebook made a relatively large ranking change in September designed to reduce spam

complaints from users.

– They decreased the reach of Pages or apps generating a higher amount of spam reports. In

other words, if a user never clicks, Likes, comments, or shares posts by a Page, Facebook

made that Page less likely to show up in their feed.

Global Pages

– Global Pages allow brands to create individual localized versions of their page while

maintaining the same page name and global metrics.

– When a user navigates to the main global page, they’ll be redirected to the best local page for

them.

Ad Model

– Search Advertising or “Sponsored Results” – Marketers can attach ads which link to the

brand’s Facebook page as a first choice when searching certain keywords.

– Newsfeed Advertising or “Sponsored Stories” – Companies can choose to take certain user

actions – such as checkins or actions within Facebook apps – and feature them in users’ news

feeds.

– Facebook Exchange – FBX is a real-time bidding ad system where visitors to third-party

websites are marked with a cookie, and can then be shown real-time bid ads related to their

web browsing when they return to Facebook.

THE VALEDICTORIAN: FACEBOOK

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Customizable Profiles

– In September, Twitter rolled out more customizable profiles to its users.

– The enhanced profiles allow the account holder to add an additional image to the “header” of its profile page and to “pin” a tweet

above its regular stream of tweets.

Promoted Tweets

– Mobile Expansion – In February 2012, Twitter announced it updated its iPhone and Android apps to display Promoted Accounts

and Promoted Tweets – a feature previously exclusive to the web-version of the site.

– Targeted Tweets – In July 2012, Twitter rolled out an enhancement to Promoted Tweets, which lets advertisers send tweets to

specific audiences without tweeting to all of a brand’s followers. Advertisers using targeted tweets can segment by location,

devices and platforms.

Photo Filter Feature

– In the coming months, Twitter plans to update its mobile applications to introduce filters for photos that will allow people to share

altered images on Twitter.

– This will allow users to bypass Instagram, the popular mobilecentric photo-sharing network.

THE JV CAPTAIN: TWITTER

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Rise of Pinterest

– At 10.4 million users (in early 2012), Pinterest is the fastest growing social

media site in history.

– Pinterest is the 3rd most popular social networking site for hits per week.

Verified Pages

– In October, Pinterest launched a new feature – website verification. The

feature lets users verify that they own the website on their Pinterest profile

and improves SEO in the platform.

– After verification, people will see a checkmark next to a user’s domain in

search results. They will also see the full website URL and checkmark on the

user’s profile.

Secret Boards

– Pinterest introduced a new “secret boards” feature which limits visibility to

only the creator and any collaborators they may invite.

– Private boards can be switched from “off” to “on” one time before it becomes

permanent. But the major drawback is you can’t hide existing boards

because others may have already repinned from your board.

THE RISING STAR: PINTEREST

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Purchased by Facebook

– In its largest acquisition to date, Facebook purchased

Instagram, the popular photo-sharing application, for about $1

billion in April 2012.

– With Instagram, Facebook will get a formidable mobile player,

an area that is seen as a weakness for the sprawling social

network.

Web Profiles

– Two years after it arrived on the iPhone, Instagram launched a

web companion for users of its photo-sharing and filtering app.

– An animated, rotating mosaic of Instagram photos occupies

about the same amount of space as Facebook Timeline’s

Cover photo; a small profile image, short bio and follower stats

are situated just beneath.

– Photo thumbnails are organized in reverse-chronological order

further down the page; click on one, and it’ll appear at full size

alongside likes and comments.

THE NEWCOMER: INSTAGRAM

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TOP SOCIAL MEDIA

TRENDSETTERS

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Overview: To celebrate its 100th birthday Oreo created The ‘Daily Twist’ campaign. — From June 25 - October 2, 2012, Oreo created a social and digital campaign with 100 days of creative

and quirky visualizations of “America’s favorite cookie” to celebrate the centennial of the world’s most

iconic biscuit

— Each day, Oreo shared an image of a cookie on Facebook, Twitter, Tumblr, and Pinterest depicting all

thinkable (and unthinkable) events of the day in question, such as important milestones or current

events.

— The campaign kicked off with Oreo posting multi-layered cookies with colored cream symbolizing the

rainbow flag in recognition of LGBT Pride Month. The image, accompanied by the phrase “Proudly

Support Love!,” stirred up controversy and quickly pushed the “Daily Twist” into the viral spotlight,

racking up a quarter of a million “likes” on Facebook.

Campaign Results:

— Engagement with the Daily Twist Facebook posts, increased 110 percent on average

— The Facebook shares on Oreo’s brand page has increased by over 4400%

Key Learnings:

— Use content that is relevant, timely, simple, humorous and sharable to encourage people to interact

and engage with the brand

— Combine offline and online worlds. The campaign finale took place at Times Square with the last “Daily

Twist” cookie design created in real-time in a pop-up agency. The design ideas were curated from

consumers through social media or from people showing up on Times Square for the finale.

MASS: OREO’S DAILY TWIST FACEBOOK CAMPAIGN

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For more information, please see Oreo’s website, Facebook, Twitter, Tumblr, YouTube,

or Pinterest.

Social Media Fan Base:

—Facebook: 28,131,144 fans

—Twitter: 57,297 followers

—YouTube: 7,358 subscribers

—Pinterest: 1,140 followers

MASS: OREO’S DAILY TWIST FACEBOOK CAMPAIGN

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Overview: To celebrate the accumulation of more than 1

million Twitter followers, Burberry sent animated thank-

you cards personalized with followers’ names. — 3,000 followers received a virtual notecard inscribed with their Twitter

handles in return for sending a tweet of congratulations or a tweet with

the hashtag #thanksamillion, which the company paid Twitter to

promote for the day.

Campaign Results:

— Burberry hit number one on Starcount's list of the fashion brands with

the highest social media engagement for the past week.

Key Learnings:

— Celebrate key milestones in a unique way to show fan appreciation and

increase loyalty

— Surprise your fans by doing something you don’t normally do to show

that you care about them. Burberry usually does not respond to users

publically on social media.

LUXURY: BURBERRY CELEBRATES 1 MILLION TWITTER FOLLOWERS

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For more information, please see Burberry’s website, Facebook, Twitter, YouTube,

Instagram or Pinterest.

Social Media Fan Base:

—Facebook: 13,985,121 fans

—Twitter: 1,308,304 followers

—YouTube: 44,744

—Instagram: 550,011

—Pinterest: 15,530 followers

LUXURY: BURBERRY CELEBRATES 1 MILLION TWITTER FOLLOWERS

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Overview: To engage fans and drive traffic to their newly

developed website, Sephora leveraged their beauty partners to

furnish “thrills” for users

— The U.S.-only campaign kicked off on May 21, living on Sephora.com and

running promotions in-store and across social channels

— The company provided exclusive content on Facebook, with a fan-gated

app to bolster engagement and build the brand’s community

— On Facebook, fans were able to learn about the next day’s thrill at midnight,

incentivizing people to “like” the Brand Page in return for these exclusives

— “Thrills” included a Fiat with a Gucci interior and a $5,000 shopping spree at

Sephora, along with daily “mini-thrills,” a small gift included with any online

purchase

Campaign Results (specific figures not released):

— Fan base grew 6 times their normal growth rate

— Dramatic increase in sales

— Increase in traffic to the website

Key Learnings:

— Compelling exclusives on Facebook to drive traffic to page

— A large ad spend to bring more awareness to the Sephora brand, Facebook

Brand Page and website

BEAUTY: SEPHORA'S 15 DAYS OF BEAUTY THRILLS SWEEPSTAKES

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For more information, please see Sephora’s

website, Facebook, Twitter, YouTube, Pinterest,

or Instagram.

Social Media Fan Base:

—Facebook: 4,104,415 fans

—Twitter: 721,289 followers

—YouTube: 12,787,049 video views

—Pinterest: 65,689 followers

—Instagram: 134,798 followers

BEAUTY: SEPHORA'S 15 DAYS OF BEAUTY THRILLS SWEEPSTAKES

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Overview: To build exposure of their millennial-targeted Bar III line, Macy’s partnered with

Refinery 29 to host their Styleblogger contest

– Millennial style bloggers competed to be named the “Styleblogger” for Macys’ Bar III line

– Bloggers entered by submitting their blog, a photo of themselves, and a sample post on Refinery29.com

– The Grand Prize winner won $1,000 in cash and a week-long internship in Refinery29’s NY offices

– They also awarded a People’s Choice prize (the winner was featured on Refinery29) and a Bar III prize

(one winner became the brand ambassador for Bar III and traveled on a Flea Market tour to help style

customers)

– The People’s Choice winner was chosen based on fan votes via Facebook Connect

– Other entrants were narrowed down to 5 finalists by top execs at Refinery29

– Finalists then competed in a series of 4 challenges (e.g. creating a Fashion Week look for under $100) to

be named the Grand Prize winner

Campaign Results:

– 800 blog submissions came in within the first 2 weeks

– 20,000 people voted via Facebook Connect

– Readers spent 10 times more time on the Styleblogger page than the rest of the site

– The contest was the biggest traffic driver to the site for two months and built incredible brand awareness for

Bar III

Key Learnings:

– Custom content campaign to provide exclusive content for fans and drive traffic to page

– Contest takes place annually to create a loyal fan base who will continue to follow Refinery29

– Subtly branded content to provide authentic experience for readers

FASHION: MACY’S STYLEBLOGGER CONTEST

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For more information, please see Refinery29’s website, Facebook, Twitter, Pinterest,

or Instagram.

Social Media Fan Base:

– Facebook: 199,161 fans

– Twitter: 399,148 followers

– Pinterest: 74,661 followers

– Instagram: 113,359 followers

FASHION: MACY’S STYLEBLOGGER CONTEST

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Overview: L'Oreal launched a Facebook tab inviting fans to join their

hair color “tribe” and express their hair color identity

– A custom Facebook application invites users to explore their hair color identity, take

tests to define their proper shade, meet hair color ambassadors, get tips, browse

before & after photos and win products

– Fans are invited to become L’Oreal Paris consumer ambassadors by creating

custom Facebook cover photos, posters and desktop wallpapers

– Three online influencers were selected as ambassadors to represent blonde,

brunette and redhead hair colors. Each ambassador shares tips and before & after

pictures using the product

Campaign Results:

– 1,000 Facebook fans completed a consumer survey that was created into a

shareable “Haircolor Census” infographic

– 440,579 Twitter impressions

Key Learnings:

– Asking users to choose their hair color “tribe” promotes consumer advocacy and

encourages fans to generate personal content

– Incorporating a hair color survey for users to complete created additional content

that was re-purposed for the campaign in the form of infographics and videos

HAIR: L’ORÉAL PARIS TURN IT UP

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For more information, please see L’Oreal’s website, Facebook, Twitter, Pinterest, or

Instagram.

Social Media Fan Base:

– Facebook: 1,570,506 fans

– Twitter: 47,595 followers

– Pinterest: 646 followers

– Instagram: 9,137 followers

HAIR: L’ORÉAL PARIS TURN IT UP

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Overview: To demonstrate nail art tutorials, Lauren Conrad’s

blog, The Beauty Department, publishes visual manicure guides

as part of a recurring Mani Monday campaign

– Images portray the finished manicure look and simple step-by-step

instructions

– Content is repurposed on the Beauty Department’s Facebook, Twitter and

Pinterest to reach a wide audience

– On Pinterest, Mani Monday tutorials are aggregated in a popular board

called “Nail Art”

Campaign Results:

– 286,003 Nail Art Pinterest board followers

– 132,300 Pinterest repins

– Engaged users on Pinterest, Facebook, Twitter and .com

Key Learnings:

– DIY and tutorial content is popular amongst beauty consumers who are

interested in at-home educational information

– Visual content performs well across all social media channels, especially

Pinterest, Facebook and blogs

– Images are easily shareable through Pinterest and Facebook, which

promotes content virality

NAILS: THE BEAUTY DEPARTMENT: MANI MONDAY

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For more information, please see The Beauty Department’s website, Facebook,

Twitter, Pinterest, or Instagram.

Social Media Fan Base:

– Facebook: 145,132 fans

– Twitter: 79,065 followers

– Pinterest: 286,003 followers

– Instagram: 149,404 followers

– UMV: 103,547 visitors

NAILS: THE BEAUTY DEPARTMENT: MANI MONDAY

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OVERALL KEY

LEARNINGS & TRENDS

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Provide exclusive deals and incentives for social media followers to drive traffic to page

Create consistent, interactive content (e.g. an annual contest) to develop loyal fan base

Avoid being too branded to provide authentic experience for fans

Integrate offline and online worlds to increase the reach and virality of your campaign

Use content that is relevant, timely, simple, humorous and sharable to encourage people

to interact and engage with the brand

Celebrate key milestones in a unique way to show fan appreciation and increase loyalty

Encourage consumer advocacy to prompt fans to create personal content and share with

their own networks

Incorporate visual content to increase shareability of campaign and promote content

virality

Support campaigns with paid media, such as Facebook Sponsored Stories and Twitter

Promoted Tweets, to drive fan acquisition and engagement

OVERALL KEY LEARNINGS AND TRENDS

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WORKS CITED