Every day more and more companies are picking up on the benefits their brand can obtain through utilizing the social web. This relatively new concept is still in the process of being figured out, so it is very exciting when you see major companies ‘get it right.’ The Estee Lauder Company (including, among others, brand leaders MAC, Bobbi Brown, Aveda and Clinique) is leveraging social on a global scale and fully benefiting from the decision.
In a recent article on Mashable, by Lauren Indvik, she quoted the Estee Lauder President of Online Sales, Dennis McEniry. McEniry stated, “Women looking for beauty information is always in the top five searches on Google or YouTube.” Estee Lauder took this stat and impressively chose to utilize social media to their fullest advantage.
The Estee Lauder companies have been key in the digital world since the very beginning. Clinique was one of the first brands to ever have E-commerce on their website. Elsewhere, MAC, at an impressive 2.2 million likes, has more Facebook fans than any other cosmetic company in the world. Furthermore, Bobbi Brown created a social contest asking customers to enter for the ‘Chance to become Bobbi’s next Pretty Powerful Face.’
Estee Lauder is currently basing their social media ROI on engagement, a concept Brickfish is very familiar with. McEniry commented on how they have researched the value of this and know high brand influencers have a huge impact on a company. Consumers often share their thoughts through social networking sites, and in turn, heavily influencing the purchasing decisions of those around them.
At Brickfish, we call these influencers “Superfans,’ a productized position major brands can now interact with.