*Dream Job at L'Oréal Garnier*

*Dream Job at L'Oréal* This blog is being established as part of the Digital & Social Media seminar taught at LSBU. It is being used to show the key findings of a critical analysis of Garnier in terms of their digital marketing techniques. The study group consists of LoriMktg1, LoriMktg2, LoriMktg3 and LoriMktg4.

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New mobile optimized website!

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Garnier launched a new website!!

Hey guys,

WOW what a coincidence. Garnier just now launched a new website!! Exciting :) The page is now also mobile enabled!! :D

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Garnier newsletter opt-in form and areas on website where visitors can subscribe.

I come back to you guys as soon as I have received the first newsletter from them ;) I am excited :P

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Simple Garnier mobile page in Germany. Two areas: Hair Salon and Beauty Lounge with tips and tricks

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Garnier has a great mobile website in the USA! Wonder when they get that in the UK ;)

By the way there is also a simpler mobile page in Germany that promotes product launches and provides styling tips. Further, the normal PC website is accessible in Germany as well. I really wonder what is wrong with the UK website as it is not accessible on the phone...

[lorimktg3]

Mobile Marketing - QR code leading to Garnier UK Facebook page. As I have stated before Garnier doesn't have a mobile enabled website or a separate website for mobile phones. In my case, the content is not showing on my phone at all. This is why I chose the facebook fanpage instead that is embedded in the QR code..

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My campaign for positive vibes and much looove ;)

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Fun Garnier Facebook Campaign

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Garnier's reactions on fan comments (bigger size)

http://www.fanpagekarma.com/facebook/GarnierUK

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Garnier Reputation Management

Hey guys!

Today I want to talk about how Garnier handles good or bad comments published in the WORLD WIDE WEB.

I found many positive comments on beauty websites and blogs by using Google Alerts and Social Mention. I made a screenshot of one below. The woman states in her post about Garnier Nourishing Cleansing Oil: "I get so excited about Garnier skin care because based on their products I know they listen to their customers and do their research."

Garnier benefits from good comments in terms of the consumer insights they can get and can use in their marketing strategy: how is the product positioned in the mind of the consumer, which positive facts can be emphasized in our communication etc.

Sharing comments with others can be done vie Twitter as they already do sometimes:

However, there are definitely a lot more ways of sharing comments. On their website they published for instance a few press statements about the product 5sec Perfect Blur:

http://www.garnier.co.uk/_en/_gb/perfect-blur/primer.aspx

  Negative comments on the other hand can also be helpful for Garnier. Especially product reviews can be drivers for change of product features. If many people complain about the consistency of a new body lotion, Garnier might want to change it.

Regarding Garnier's reputation management on Facebook I can say that they try quite a lot to make their customers happy (although there is sometimes no doubt the consumer did something wrong ;)). Complaints are answered most of the time - also on the weekends! I case of hair coloration issues the comment is normally like this:

On Facebook Karma, the monitoring site I have been mentioning earlier, a report can be accessed which clusters all the reactions of Garnier. The blue dots mean "responded", the yellow dots mean "ignored" and the red dots mean "deleted". As you can see below there are many blue dots but also a few yellow ones. I highlighted one yellow comment below, where Garnier for some reason didn't reply. A consumer was complaining that an issue had been ongoing for quite a long time and she wasn't pleased at all with the email correspondence she had with Garnier. However, I cannot find the post on the timeline anymore - seems like the consumer deleted it himself.

Below you will also find a red dot I highlighted. In fact this comment was deleted by Garnier, but for a good reason, as the fan posted something about the Ukraine crisis, which has nothing to do with Garnier. 

Reference: Tasqade GmbH - Fanpage Karma (2014) Garnier Facebook Insights. [Online]. Available from: http://www.fanpagekarma.com/facebook/GarnierUK. [Accessed 06 April 2014].

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Plaintiffs sued on behalf of putative classes of California and New York residents who purchased  Garnier Fructis Sleek & Shine Anti-Frizz Serum, alleging that L’Oreal failed to properly label the product as being flammable or combustible near high heat producing styling appliances

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Garnier Social Media Usage Part 2

Hey peers,

we were supposed to create an facebook ad for our case study company to get to know the process of placing ads.

Below you see the audience details and potential reach for a Garnier branding campaign targeted to achieve clicks for the Garnier website.

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Facebook statistics!

[lorimktg3]

Garnier Social Media Usage - Part 1

Hi guys,

Today I want to analyze how actively Garnier UK uses Social Media.

First, I want to talk about their presence in social networks in general and then examine their performance in some of the networks.

Presence Garnier UK is active in the majority of popular social networks like Facebook, YouTube and Twitter. They also uphold a follower page on Google Plus which is connected to the YouTube channel but has no individual content. Further, the mother company - L’Oréal UK - owns a profile on LinkedIn. There is no particular presence of Garnier UK on Tumblr, Pinterest or Instagram. However, this is only true for Garnier UK – Garnier USA in fact uses Pinterest (500 followers) and Instagram (6,600 followers).

Links Facebook: https://www.facebook.com/GarnierUK?fref=ts

Twitter: https://twitter.com/GarnierUK

YouTube: http://www.youtube.com/user/garnieruk

Google Plus: https://plus.google.com/102976340829691985714/about

Measurement

Reach

Facebook: Garnier UK has about 175,000 fans on Facebook and over 3,000 people who talk about Garnier UK. Below you can find the generated report that is accessible for external page viewers:

The huge peak you can see at the end of March was triggered by a campaign for Mother's day which was shared over 340 times. A comparable peak was apparent one month earlier during a similar sweepstake campaign.

Below you can find a performance visualization of Garnier’s in-house competitor L’Oréal Paris UK, whose Facebook page has 600,000 fans and 1,600 people talking about it. However the tendency is declining over the last month. Further, although L'Oréal has more fans, only half the number of people are talking about the brand compared to Garnier.

Surprisingly Vaseline has about 4m fans, NIVEA 13m fans and Dove 20m fans which is much more than Garnier UK or L’Oréal UK have. However, the reason is that those brands have one fanpage for all different regions whereas Garnier has different pages for the UK and Germany for instance. Below I posted a screenshot of the Dove page showing how the country settings can be changed. This function is disabled at the Garnier UK page. The fanpage is for one country only.

“Global pages have a unified Like and People Talking About This count, but the language, profile image, cover photo, posts and tabs can differ by region. Users who visit a global page are automatically directed to the version specific to their region, but they can access any regional or global page through a drop-down menu” (Darwell, 2012).

More information can be found here: http://www.insidefacebook.com/2012/10/17/facebook-launches-global-pages-for-brands-to-offer-localized-experiences/

Other Networks:

On Twitter Garnier UK has about 3,000 followers and 800 tweets.

Over 1.500 people subscribed to the Garnier UK YouTube channel and the 100 videos got viewed 15 million times.

The fan base on Google Plus is very small containing only 30 followers.

Engagement

Facebook: Garnier posts almost every day and received averagely 30 likes on every post during the last month. The number of comments are very divergent, reaching from 0 to 50 (except the sweepstakes that reache over 2000 comments). Garnier is willing to interact with fans after they have made positive meaningful comments, asked questions or complaints.

Below there are a few charts I could access for free on http://www.fanpagekarma.com/ (select English language)

- Funny: Garnier posts mostly on thursday, although thursday is a weak day in terms on fan engagement? Why is that happening? Good question..

Other networks:

Twitter: Garnier tweets every 1-4 days, low interaction with consumers, complaints done by consumers who use Twitter as a tool are answered immediately most of time. Sometimes retweeting of stylists / beauty experts recommending Garnier in their tweets

YouTube: Garnier has a video stock of almost 100 videos containing adverts and tutorials. Videos that promote new products and are probably linked to in other online or offline adverts have the highest number of viewers – about 600,000.

Below you can find the YouTube statistics for a Garnier BB cream advert:

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Another interesting summary of a Garnier digital campaign.

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Interesting social media trend in China - people photoshop their photos first before they post them on FB. Garnier has come up now with a PS facial cream and has used a male model to post on his Facebook page "In social media, I use photoshop, but in real life I use PS cream." The post has triggereded many likes and comments.

Funny way to adapt to the market cicrumstances! :)

[lorimktg3]

Very interactive expandable banner for Garnier Fructis on Rolling Stone website!