Social Media Strategy

Sephora will utilize owned, earned and paid media in its social media marketing plan. The brand’s owned media will consist of original content on the Sephora.com website, brand social media accounts as well. Sephora is now utilizing the following social media platforms: Facebook, Twitter, Instagram, YouTube, Pinterest, Google+, Tumblr and Wanelo. Earned media will consist of user-generated content from socially savvy Sephora customers. Paid media will consist of paid ad campaigns on Instagram, Facebook and Twitter, as well as content from paid partnerships with beauty influencers.

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The social zones Sephora will use are social community, social publishing and social commerce. Channels utilized in these zones will include Facebook, Instagram, Pinterest, Sephora.com and Wanelo. Within the social community zone, Sephora will utilize original social media posts from the corporate brand as well as paid social ads to run on company social media platforms, Instagram, Snapchat and Facebook. Aside from paid ads, Sephora will partner with popular Instagram beauty influencers and make-up YouTube vloggers who will review original Sephora Collection products as well as other featured brands sold at Sephora.

 

 

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Within the social commerce zone, Sephora will utilize Wanelo as an interactive way to shop from the store online. The company utilizes their “Beauty Insider” Program’s online community allowing members to post questions and comments to message boards, write and review product reviews and interact with other “Beauty Insiders” online. Within the social publishing zone, Sephora will utilize owned media by posting engaging and helpful articles on the Sephora.com online community blog.