SMM PlanHsuan-Wen Huang (Sharon)

Julide Halilbeyoglu

Mansi Patel

Agenda• Company Analysis

Business Overview Competitive Analysis Situation Analysis

• Social Media Campaign Target Audience – Persona Optimal Target Audience Audience Location Content Strategy Editorial Calendar Social Media Implementation

• Monitoring & Measurement

Business Overview

(1851)Kiehl’s started in New York

(1921)Irving Morse buys

Kiehl’s

(1961)Introduction of

men line Products

(1995)L’Oreal Group

acquired kiehl’s

(2015)Kiehl’s Now

250 Retail stores world wide

1000 points of sale in high end

department store

Around 44 countries

SWOT analysis Strength

- Rich Heritage- Strong Parent company- Natural Ingredients- Focus on excellence service and retail experience- Customer Centric policies like generous sampling programs, information and simple packaging.

Weakness- Relatively low brand awareness- Less view on the Advertisement- Unique selling point of fine and natural ingredients can be easily copied by others- Less awareness on men’s products

Opportunities- Potential growth expansion in the men’s facial care sector- Leverage on parent company’s network for international market penetration - Focus on Men's cosmetic product

Threats- Strong competition in the facial care industry- Low switching costs - High availability of close substitutes

Social Media Activities

SITE URL PROFILE NAME

FOLLOWERS

LAST ACTIVITY

POSTING FREQUEN

CY

ENGAGEMENT

FACEBOOKhttps://

www.facebook.com/KiehlsUS?

fref=ts

KIEHL`S 1.1M 7.24.201

58 10

TWITTERhttps://

twitter.com/Kiehls KIEHL`S 69.8K 7.25.201

510 10

YOUTUBEhttps://

www.youtube.com/user/KiehlsNYC

KIEHL`S NYC

4.035 6.6.2015 4 2

PINTERESThttps://

www.pinterest.com/

kiehlssince1851

KIEHL`S 8.243 7.24.2015

8 4

Competitive AnalysisOrigins Aveda Fresh

Strategy First Botanical based Brand

Product focused brand

Appealing fragrance based brand

Personality Pharmacy based product

High Quality Product

Traditional touch

Target 24 – 65 yearsActive lifestyle people

24 -60 yearsFrequent use of hairdresser

35 - 65 yearsMore attached to Tourist

Facebook Page likes

903k 1.7 million 335k

Instagram followers

21.1k 72.3k 61.9k

Twitter Followers

27.3k 100k 9,246

YouTube (Subscribers)

1,316 23,947 491

Source: Statista

Male Grooming Market

Source: Statista

Energizing Face Wash

Top 1

Ultimate Strength

Hand Salve

Top 2

Facial Fuel SPF 15

Top 3

Top 3 Products

Consumer Analysis

Consumer Insight•Men spent max. 30 min/day on personal appearance*

•Highly usage: facial cleanser/moisturizing*

Purchasing Behavior• Predetermined choice

• One product at a time

• Girls influence

Source: *Euromonitor

• Goal: Make Keihl`s the most well known male skin care brand.

• Objective: Improve men collection awareness in The U.S. by 15% in 4

months

• Strategy:

• By using appropriate social media channels and tools to reach out our target customers.

• Tactic: Intergrade Blog, Facebook, Tumblr, Twitter, Instagram, YouTube

• Logo

• Facial care products for men

Target Audience – Persona

• Characteristic: Seeking for better skin

condition Middle and higher income

classes

• Persona#1: Model Michael Location: LA 25 years old, single Income levels are variable

Career: Magazine ModelHobby: Photo shootingNeed: Heal acne problemTrigger: Friends

Target Audience – Persona

• Persona#2: Speaker Peter Location New York 36 years old, married Average income:

$88,000 per year

Career: Motivational SpeakerHobby: TravelNeed: Maintain better looking for work Trigger: Working needs

Target Audience – Persona

• Persona#3: Sporty Harvey Location: San Francisco 28 years old, single Average income:

80,000 per year

Career: EngineerHobby: Outdoor activitiesNeed: Solving dry skin problem Trigger: Blogs

Optimal Target Audience

Need

Interest Money

Persona#1: Model Michael

Persona#2:Speaker Peter

Persona#3:Sporty Harvey

①②③

Optimal Target Audiences Sub-segment

①②③

(A)

(B)

(C)

(D)

A) Engineers who likes to do outdoor activities.

B) Likes to do outdoor activities and be aware of their skin condition

C) Be aware of their skin condition and seeking for solutions

D) Seeking for solutions and wiling to try different kind of facial products

Audiences Location #1GROOMING LOUNGE

• Purpose Help make men even more

handsome

• Pros Good content Relevant to season Pictures Tag

• Cons Poor design Not frequent

• Web Traffic 104K (July)

• Activity levels: 6th level

Audiences Location #2MALE GROOMING GUIDE

• Purpose Inform the male about all

grooming

• Pros Tag Engaging Picture Design Rich content

• Cons No info about product

prices

• Web Traffic Not Available

• Activity levels: 8th level

Audiences Location #3Ruggedly Groomed

• Purpose: Men's grooming for hair and

skin care Content for men of color

• Pros: Clean website Easy navigation Interesting content Attractive theme Award winning blog

• Cons: No interaction

• Web Traffic: Not Available

• Activity levels: 8th level

Audiences Location #4MANFACE

• Purpose: Skin Guide

• Pros: Design layout Interesting editorial topics Directory with all brands

• Cons: No engagement from the

website

• Web Traffic: 159K

• Activity levels : 7th Level

Audiences Location #5Menscience• Purpose

Share men care information

Selling its own products

• Pros Detail – oriented Useful information Different contents

• Cons Too much details

• Web Traffic 15K (July)

• Activity levels: 8th level

Audiences Location #6Valet• Purpose

Men’s lifestyle, grooming, living information

• Pros Clearly web-content (User

friendly) Interaction with audiences

(Ask Valet) Attractive pictures

• Cons Lots of categories, but only

few posts No interaction with audience

• Web Traffic 460K (July)

• Activity levels: 5th level

Top 3 Audiences Locations

- Rich content- Blog design- Very engaging- Extra comment button

- Interesting contents- Easy navigation- Award winging blog

- More interaction with audiences- Very specific on each contents

Content Strategy• 3 types of content for different channels:

Written post

• Social marketing delivery channels & assessment: Blog – Blogger Social networks – Facebook, Twitter, Tumblr Content specific social site – Instagram, YouTube

Media Channel

Active Users (in million)

% of Male Users**

Blog 6.7+* x

Facebook 1,490 66%

Twitter 316 17%

Tumblr 230 46%

Instagram 300 15%

YouTube 1,000+* x

Picture post Video post

Sources: Statista *Digital Insight **Entrepreneur

Chosen Keywords Keywords Volume CPC 3 choices

Men skin care 1,000 3.71

Men facial care 390 2.1

Men face care 480 3.8

Shaving cream 8,100 3.59

Facial scribe 1,000 3.30

Facial cleanser 5400 1.9

Moisturizers 9900 1.64

Just for men 14800 0.63 O

Keihls 5400 0.28 O

Anti-aging 4400 7.41

Men grooming 590 4.41

Organic 40500 2.90 O

Source: SERPs

Editorial Themes & TopicsTheme A Theme B Theme C Theme D

Shaving Cleanser / Moisturizers

Anti-aging / wrinkles

Events

Topics Topics Topics Topics

1) Men, Let’s finish the relationship with razor burn.

1) Facial clean, tips for men to realize why!!

1) Be young Again!!

1) Gentlemen, let's take more responsibilities! (Collect empty bottles)

2) Shaving is a big thing for men

2) Skin care is not only for women, but MEN.

2) Guys don’t be shy, let’s prevent wrinkles with Keihl’s

2) Gift choice for your men

3) Video (Related with shaving products)

3) Let’s see how men say bye-bye to acne.

3) Video (Related with anti-aging products)

3) 10% off join the member ship

Editorial Plan for 12 WeeksChannel Time W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12

*BlogOP A1 B1 C1 D1 A2 B2 C2  D2  A2 B3 C2  D3 

CC • Share Video from YouTube channel when video is posted

C/R • Comment in own post at least once a week• Respond other people’s comment everyday

Facebook

OP A1 B1 C1 D1 A2 B2 C2  D2  A2 B3  C2 D3 

SPB A1 B1 C1 D1 A2 B2 C2  D2  B3  B3  D3 D3 

CC • Share relevant post from other Facebook users, at least once per day.• Share from other channels (i.e. Twitter, Instagram, Tumblr, YouTube, etc.)

C/R • Comment in own post at least once a week• Respond other people’s comment everyday

Twitter

OP A1 B1 C1 D1 A2 B2 C2  D2  A2 B3  C2 D3 

SPB A1 B1 C1 D1 A2 B2 C2  D2  B3  B3  D3 D3 

CC • Retweet relevant tweets from other Twitter users at least once per day.• Share from other channels (i.e. Facebook, Instagram, Tumblr, YouTube, etc.)

C/R • Comment in own post at least once a week• Respond other people’s comment everyday

• Theme = A, B, C, D

• Topics = 1, 2, 3

• Original post = OP • Sharing post from blog= SPB

• Curated Content = CC • Comment/Respond = C/R

• *Main Page

Editorial Plan for 12 WeeksChannel Time W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12

Tumblr

OP A1 B1 C1 D1 A2 B2 C2  D2  A2 B3 C2  D3 

SPB A1 B1 C1 D1 A2 B2 C2  D2  A2 B3 C2  D3 

CC • Share relevant post from other Tumblr users at least once per day• Share from other channels (i.e. Facebook, Twitter, Instagram, YouTube, etc.)

C/R • Comment in own post at least once a week• Respond other people’s comment everyday

Instagram

OP A1 B1 C1 D1 A2 B2 C2  D2  A2 B3  C2 D3 

C/R • Comment in own post at least once a week• Respond other people’s comment everyday

YouTube

OP A3 C3

CC • Adding playlist from other YouTube channels 2 ~ 3 times a week

C/R • Comment in own post at least once a week• Respond other people’s comment everyday

• Theme = A, B, C, D

• Topics = 1, 2, 3

• Original post = OP • Sharing post from blog= SPB

• Curated Content = CC • Comment/Respond = C/R

Strategies & Tactics

Strategies Tactics• Interactive

conversation

• Channels consistency

• Create engaging content

• Build database

• Customize URL

• Frequently post

• Attractive images & Video

• #hashtags and keywords

• Intergrade with other channels (Link & Share)

• Create seasonal/ holiday events

• Encourage “leave comments”

• User friendly

Blog – Keihl’s for Menhttp://keihls4men.blogspot.com

• Logo: easy to recognize

• Header: clear purpose

• Links to other channels

• Archives

• Keywords & Share

• Lead to different content: house of rules

Blog – Keihl’s for Menhttp://keihls4men.blogspot.com

• About Keihl’s

• User friendly: Search blog Translator

• Build database: Follow by Email Subscribe

Blog – Keihl’s for Menhttp://keihls4men.blogspot.com

User friendly Use same name tag

Pictures Encourage users

Facebook https://www.facebook.com/Keihls4men

• Consistent profile pic

• Call to action

• About Clear

statement Link to other

channel

Facebook https://www.facebook.com/Keihls4men

• Clear purpose Short description Long description Mission

• Link + Link

• Email – one of audience connection

Facebook https://www.facebook.com/Keihls4men

• Key words

• Posts content

• Pin to top Event / important

announcements

Facebook https://www.facebook.com/Keihls4men

• Visitor posts / Responds

• Upcoming events Subscribe

• Attractive pictures & product pictures

Twitterhttps://twitter.com/KeihlsForMen

• Similar web design Profile pic &

background pic

• Interesting photos & videos images

• Tweets frequently

• Bio & Purpose

• Link & Follow us: lead audiences to

other channels

Twitterhttps://twitter.com/KeihlsForMen

• Share from other properties

• Key works

Tumblrhttp://keihls4men.tumblr.com/

• Profile pic consistency

• Clear purpose in headline

• Keywords

• Make question on posting

Tumblrhttp://keihls4men.tumblr.com/

• Share from other channel

• Lead to other channel

Instagramhttps://instagram.com/keihlsformen/

• Customize URL

• Logo: Easy to recognize Same as other

channels

• Bio: Clear purpose Link to blog

Instagramhttps://instagram.com/keihlsformen/

• First post: Greeting & State the purpose

• Hashtags

• Post frequently

• Attractive pictures

• Earn likes

YouTubehttps://www.youtube.com/users/keihlsformen/

• Clear logo

• Link to other channels

• Encouragement

• Upload list in “Home” page

YouTubehttps://www.youtube.com/users/keihlsformen/

• Playlist – easy access User experience Product information

YouTubehttps://www.youtube.com/users/keihlsformen/

• Sharing banners

• Encouragement – try to make audience interact with us

• Links

SMART Goals

Measure The Questions to address

Key Point Indicator

Awareness How far the message is reaching?

Volume, Reach, Exposure

Engagement How many people participating and there form of participation?

Retweets, Comment, Replies, Participants

Advocacy Is there any shift to any external site?

URL shares, Clicks, Conversions

Competitiveness Overall conversation in the industry about your brand.

Share of voice

• Improve Men collection Awareness in the U.S.A by 15% in 4 months

Quantitative V.S. Qualitative

Quantitative Qualitative

• Social Reach

• Audience

engagement

• Social Mention

• Social Media Traffic

• Targeted Traffic

• Conversation reach

• Share of voice

• Brand Sentiment

• Advocate Influence

Monitoring the Campaign

Exposure

Influence

Engagement

Action

$$

CyfeOktopost

NOD3XSocial Radar

kampyle

Radian 6Cymfony

Source: Socialmediaexaminer.com

Q & A

Thank you