Social Media Audit of Sephora Cosmetics CJ 272

Social Media Audit of Sephora Cosmetics CJ 272 Social Media Contexts, Fall Madeline K. Nelson University of Wisconsin-Eau Claire

Executive Summary • Analyzed traffic and engagement to each platform through research of Sephora's social media platforms • Instagram drives the most traffic to Sephora's website • Instagram and Facebook are the most effective in terms of promotions and encouraging purchases • Twitter does the best with engaging with their target audience on other profiles' Tweets as well as their own • Shopping center for a particular demographic looking for certain types of products, any "mass media outlet is a global source of information"

Company Profile • One of the leading companies in the United States' beauty industry and has been since its introduction to North America in 1998 • Source for makeup, skincare, and hair products • Mission is "to create an inviting beauty shopping experience and inspiring fearlessness in (their) community" • Founded in 1970 by French mogul Dominique Mandonnaud • Owned by LVMH Moët Hennessy Louis Vuitton • Scored 100% on the Human Rights Campaign's Corporate Quality Index 2019

Sephora's Social Media Platforms • Facebook • Twitter • Instagram • You. Tube • Pinterest • Tumblr • Wanelo

Analysis of Facebook Profile • 18 million total likes/total follows • Consists of upcoming events, product announcements/launches, video tutorials, promotional posts/advertisements, graphics with quotations, and company/influencer collaborations • Average of anywhere from 100 -400 "reactions" per post • About 1 -2 posts per day • "Facebook is the market leader among social networking sites"

Analysis of Twitter Profile • 2. 4 million total followers • Focus is on product launches and promotions, however, more focus is on interaction with other companies and brands that Sephora carries • Valuable social platform for brand communication measurement

Analysis of Instagram Profile • 18. 7 million total followers • Stories allow quick and easy engagement • Anywhere from 15, 000 -100, 000 likes per post • Reposting photos promotes consumer and brand engagement • Posts with embedded links to products take you directly to the website for purchase • Strategically alter the content of posts depending on the season • "Instagram is the main media in doing promotional activities"

Analysis of You. Tube Profile • 1. 24 million subscribers • More informative, less interactive than others • Focuses on makeup tutorials, skincare routines, unboxing of the newest products, and celebrity appearances • Averages 2, 000 -15, 000 views per video, most popular video is at 3. 6 million views

Analysis of Pinterest Profile • More than 10 million monthly viewers • Focused on product promotion and linking products they intend to sell • Pins push certain products by promoted brands or generally popular cosmetics or hair products

Analysis of Tumblr Profile • Less flashy than the other platforms • Layout consists of large-scale photos of products that have links to information about the product once clicked on • Link to website, as well as a hyperlink labeled "archive" that shows a summary of posts from each month/year blog posts were made • As of October 2019, the last time the company posted on their Tumblr blog was May 2019 • One of the least effective in terms of efficiency and engagement

Analysis of Wanelo Profile • 938, 000 followers • Less popular sites among the others listed • Most recently posted product was launched last year in 2018

Recommendations • Cater to each platform equally and put as much effort into their accounts with fewer followers as they do as their bigger accounts • Focus on social networking as an international brand • enhance brand loyalty, "which is defined in two ways, from a sales promotion perspective. . . and from a consumer behavior perspective" • The discussion between customers should be encouraged for further consumer involvement • A key to company engagement is shaping discussions among consumers