Facebook: Piyanuch Kangwankijwanich (Tu) MKT 396V Betty Yee Fall 2012

Dr. Jan Ahrens

M.A.C. Cosmetic

Audiences1. Women aged 18-35 who love to wear

colorful cosmetics & enjoy putting on make-up

2. Professional makeup artists who work in the fashion industry

Strategies• Consumer’s perspective: Build a relationship and solve negative

attitudes • Marketer’s perspective: Creates brand awareness via real-time feeds

and leverages engagement via community

discussions

M.A.C. Cosmetic

Tactics:1.Attract viewers by beautiful design & photos2.Add logo to profile image3.Highlight latest campaign at cover photo4.Set first launching year timeline5.Implement clear, concise & powerful bio6.Integreate social media 7.Maintain campaigns’ applications

Posts & Comments

Pros:1.Content matches with fan’s needs 2.Personalized feedback3.Solving problem responses

Cons:1.Discount only professional makeup artists instead of loyal customers2.Can not control negative comments & spam

High frequency > High exposure > High brand recognition and brand

recall

Majolica Majorca

AudiencesAsian women aged 15-30 who love pretty & glitter Japanese cosmetic brands

Strategies• Consumer’s perspective: Build a relationship by allowing fans to post

their own content• Marketer’s perspective: Creates brand awareness by posting current

events Engage with fans and earn credibility from

real user’s experiences

Majolica Majorca

TacticsPros:1.Attractive cover photo with current campaign2.Awareness building by ‘Event’ app Cons:1.No detail in timeline before 20082.Using product image instead of logo in profile image3.Weak and too short biography4.Unclear application’s names5.No other social media

Posts & Comments

Pros:1.Variety of content2.Asking fan’s opinions and educate product usage3.Communicate with fans

Cons:1.Too long posts2.Few likes, comments, and share

Less frequency > Less exposure > Less fans and comments

Differences between M.A.C. and Majolica Majorca

Same strategies: Create awareness and engage with targeted customers

Same Tactics: 1. Add current campaign image as the cover photo2. Set timeline since products first launched3. Insert ‘Events’ application4. Communicate with fans

Different Tactics:1. M.A.C. updates content more than Majolica Majorca2. Majolica Majorca allows fans to post and share content on the page

iieyeline

Name: Iieyeline

URL: www.facebook.com/iieyeline

Design: Page: Differentiation through eye catching header and profile pic

Header: Pics of eyelinerto show our viewers ourproduct

Profile photo: Reiterate our name in an eye catching way

iieyeline

Strategies • Communicate by telling our

audience about new products

• Engage them by asking questions and feedback

Audience• Females between 18-24 years old. • Makeup enthusiast and like trying new

things.

iieyeline

Tactics

Apps:•Tradeable Bits: Twitter

•Obvious Twitter icon•Shows tweets

•Pagemodo: Welcome page•Best app for welcome page (in our opinion)

Link Social Media:•Link Twitter and Blogspot to FB

•Offers audience other outlets

Posts

Post 1:•Engage audience through fun and creative ways

Post 2: •Communicate info on new and current products