Sunday, December 20, 2009

e.l.f. Cosmetics, Social Media/Marketing

e.l.f. Cosmetics growth and marketing was built on what I call social media 1.0... email, blogs and reviews, then onto MySpace and FB, and felt that moving into the more scaleable environments that interact and take advantage of the viral nature of the social graph was the obvious next step.

Facebook, YouTube, Twitter and Bloggers have become our primary focus with respect to ubiquitous social media platforms. The tweeting is done by a team that reports and is monitored daily by me and my Director of Marketing. I have an individual who takes primary responsibility for each handle and I jump into both at appropriate moments. I am very hands on and totally manage the message. There is no official policy... as it evolves as we move forward and is very fluid.

Every month the referrals to our site from Twitter, Facebook and YouTube grow, in addition to their conversion rate to customers. We keep a watch on chatter about our brand which is also growing at a rapid pace fostered by our involvement in these spaces, and daily outreach to and with the blogging community. We have also directly incentivized and created sales with the tweeting of coupon codes and contests and placing similar offers on Facebook.

Twitter and other engagement platforms work hand in hand with the word of mouth marketing upon which we have built e.l.f. from the beginning. We will leverage and grow any such opportunities that present themselves in the future and plan to expand our use of and involvement with the YouTube and Twitter platforms as well as aggressively working with and courting the Blogger community, especially Mommy Bloggers.

Twitter - makeup tips, coupons, promos, fun, engagement
Twitter - product of the day, reviews, pr, & comparisons
Our Fan Page:

elfonomics… Why Pay More? "SPREAD THE WORD"

1 comment:

  1. Hi,

    A good post on social media marketing. We are VA4World a virtual assistant firm who provide admin support service for SME’s all over the world. We would like to hear your feedback.

    Sridhar – VA4World for viral marketing, SEO and admin support