L’Oreal Social Media Marketing Success
L’Oreal is a cosmetic brand company that is known to have a renowned reputation in its business area. While dealing with cosmetics, it has for a long time conquered its rivals in ensuring that business is at its peak. In doing so, it has worked in the area of social media marketing. This initiative has had an impact on its global recognition (Noor, Hendricks 2012)
In Facebook, the company is widely famous for its products and services throughout the world. Despite the fact that it is not the cheapest available brand, it is evident that its fans do not consider it to be too expensive. It is recognized as the world’s leader in beauty, in social media and in life.
First, in the area of tonality, this being the positive or negative sentiments that fans give on a brand (Deuze, 2007). For L’Oreal organization, it was recorded to have a more positive tonality than many of its rivals. This is in spite of the recent general decline in brand for the company in the past twelve months. Tonality is crucial in the process of ranking the perceptions of consumers in identifying the strengths and weaknesses, in the long run offering insight for marketing.
It is clear to say that while using social media for the company; this being Facebook and Twitter, more consumers are able to access the products they need. It is a new channel that reaches customers across the world (Smith, Wollan, Zhou 2011). For instance, a brand consumer is able to view the relevant products in internet without the need to travel. This is due to the fact that these fans normally visit the social sites to window shop or even praise the cosmetic brands they like. According to information collected from this study, L’Oreal is topping the industry’s performance in social media marketing. The company shows more positive comments from fans than other organizations in the same field.
It is an easy process for L’Oreal to have such admirable reputation in the social media. They have strategies that function to ensure that products are noticed and seen by consumers all over the world. In their Facebook fan page, they portray their entire cosmetic brands for the eyes of the customers. It is easy for customers to access the products as the advertisements pull their interests thus leading to purchase and praise of the brand. L’Oreal has a strategy in designing different strategies in marketing. In explaining this feature, there are various strategies that apply for different brands and products. Another thing is its different and unique social pages for every nation (Smith, Wollan, Zhou 2011). While searching for the company in media like Facebook, it would give numerous potions for the designated country like Germany, Spain, America and Brazil. The scope is designed to cater for the unique needs that their consumers demand.
It is important that various nations have unique strategies that would lead to higher consumer participation. This is not common for many organization’s social marketing strategies: the most practiced does not give countries as an option for its consumers. The company’s head vice-president in digital business in March 2012 claimed that their marketing strategy varied according to the nation, thus applying to social media marketing. He said that, for example, Italy was recognized as being very social although Germany was quite the opposite (Close, 2012). It is this feature that points back to the roots of marketing. It is said these are basically intelligence, intuition and feeling the selected market. The company’s head vice-president pointed that it was not entirely about the statistics or reading to be the most appropriate practice.
The second feature is that L’Oreal guides its consumers before and after they purchase their products (Deuze, 2007). It is clear that after buying the brand, the customer may want some advice or guidelines on how to go about using the product. Social media offers a reliable channel that is cheap for consumers to refer. In the event that a brand is to be advertised, the form of media provides adequate data regarding the item that will interest the customer to buy. This interaction of the company and the buyer even after purchase ensures that there is a follow up process that satisfies the customers. According to L’Oreal chief officer in marketing, the use of Facebook and various social media platforms in catching the attention of the customer serves to give the company high status in performance. For instance, a customer is able to check out a product while in the stores and get information on how the product is used, thus it boosts customer’s intent to purchase. This is mostly done in L’Oreal YouTube channel, Facebook pages and Twitter accounts.
It is imperative that the appropriate content reaches its market target. For L’Oreal, developing content that is stimulating to the social sector proves beneficial in their business (Holloman, Adeyeri 2012). Consider a case where the conversation stirred on Facebook is on a brand belonging to L’Oreal, the discussion will prompt huge interests on the item. Therefore, designing the right content is crucial for the market audience. For instance, many women love to have a long discussion on the type of lipstick they wear, and focusing on such issues is quite forth giving. This is due to the fact that beauty has been a huge subject in social conversations. In this area of cosmetics, it is the sharing of information regarding a brand or tips that sells for many. This popularity, thus, leads to many opting to acquire the product. The unique thing about L’Oreal is that they question and advice through beauty tips and even encouraging sharing of experiences from their products with other people. This fundamentally creates a huge network of fans and even customers who like the brand through their friends. They normally ask the fans to comment, like or share their posts and vote for their adorable celebrity look.
L’Oreal did not have a chief marketing officer, thus suffered marketing especially in the internet sector. After introducing this office, it has achieved essential qualities in creating new models that are favored by the market (Smith, Wollan, Zhou 2011). It is through a rigorous process in evaluation that gives such a great reputation to L’Oreal. There is a team of market analysts that works to scrutinize the market options and opportunities thus targeting the emerging needs of consumers. They study the company’s battleground in social marketing and vital business areas for its consumers. This practice leaves no room for failure as the growing market receives suitable and satisfying products for customers.
The idea of taking inventory is essential in determining the trends of business for the brands. L’Oreal strives to employ experts who handle inventory for the brands in the company, thus determining their production trends and market success. It is this action that gives insight on the products that attract market sense, and those that are not productive, hence offering a means for optimization.
On the other hand, the use of social media marketing has its weak points in business. In spite of the huge success behind L’Oreal use of social media in boosting marketing in the world, these media have a cost (Close 2012). For instance, using Facebook is in the long run expensive. This is because the site only gives the options for popularity and comment sharing. For the company, this does not entirely pay off as the real market of the product gets a minimal impact in comparison to advertising. As the fans share their comments or like pages, they may fail to acquire the brand. This site is not as productive as Twitter that is more interactive in the social campaigns of the brand.
Most of these social media used can be termed as polarizing organizations (Richardson, Gosnay, Carrol 2010). Apart from the fact that they are expensive to the company, they do not shore flexibility to people who sell to agencies. They offer little substantial data that would drive other agencies’ interests in indulging. Consider the case where many agencies were driven to investing or acquiring the brands for business. The production and market performance would be encouraging.
Another issue is that the majority of these media like Twitter only specialize in the following issues. This denies customers and potential investors the option of getting firsthand experience of the brand. This practice would be effective if the company could have its own product or brand access point that directly gives reliable data. The fact that they offer a ceremonial strength that does not directly translate into buying or selling, hinders the realization of optimal business.
A practical approach would be to have a designated address that serves as a means of direct communication with the organization. This will boost consumer requirements and satisfaction as the brands would be modified in relation to the market needs (Smith,Wollan, Zhou 2011). This feedback could also provide insight in newer models that would hit the market.
In conclusion, it is essential that comments are sought by the company; more information on the market issues facing the item like its price or suitability could be also beneficial. Data could be collected, regarding the popularity and suitability of a brand, thus leading to price alterations that would boost sales.