desbyrne

Slide 1:@desbyrne@longlex

Slide 2:Online perfect for L’Onglex

I volunteered Longlex as quick case study for today - never tweet after a bottle of red wine (!) Spice burger story on the go when I was trying to buy the brand from a company who didn’t want the bother of selling it Like an old neglected pub it became quirky or “Weird in a good way” as one 16 year old said to me Spare you the history except to say it was launched in the same year as Titanic (1911) First step in measurement is set objectives to measure against…unfortunately my goals are less tangible Six major GOALS to develop the brand, the four outlined above overlap and combine together to underline that online is perfect for LonglexI volunteered Longlex as quick case study for today - never tweet after a bottle of red wine (!) Spice burger story on the go when I was trying to buy the brand from a company who didn’t want the bother of selling it Like an old neglected pub it became quirky or “Weird in a good way” as one 16 year old said to me Spare you the history except to say it was launched in the same year as Titanic (1911) First step in measurement is set objectives to measure against…unfortunately my goals are less tangible Six major GOALS to develop the brand, the four outlined above overlap and combine together to underline that online is perfect for Longlex

Slide 3:Where are we after 9 weeks?

The brand personality & values (French chic, caring) are embedded into everything, from pack design and formulation to social media: www.longlex.com beauty blog with twice daily content Waves of product draws on Facebook, with winners posting reviews 3,000 targeted fans from 3 waves of free draw ads FB Adverts: 14k clicks (.035% CTR) Average 2.5 posts per day, 8 interactions per post 65 fans have hidden from newsfeeds After ads gaining & losing average 2 fans per day 111 posts to date with 536 comments Recent visits vary from 40 to 100 per day Source: 30% Google 19% Facebook 8% Twitter Google search: “nail care tips” 15 Jan page 3, 4 May ranked 2nd “nail beauty blog” 15 Jan n/a, 4 May ranked 2nd 915 following, 291 followers, 412 tweets Gaining & losing 3 to 4 followers per week Low level of retweeting or our tweets retweeted 51 @mentions during month of April Brand personality and online strategy set before product was reformulated and redesigned – Facebook & Twitter address on the back not afterthought Only studied website stats yesterday for today and am shocked that all the SEO mumbo jumbo is actually true Facebook terrific showcase and fantastic platform for engaging with consumers….answering questions Facebook adverts extremely effective but does work out at €1k per 1k fans. Also I have concerns about quality of 3,000 fans - hugely driven by free stuff Twitter fantastic for peers, networking, friendship & support but for small follower base, quite a few direct consumer contacts tooBrand personality and online strategy set before product was reformulated and redesigned – Facebook & Twitter address on the back not afterthought Only studied website stats yesterday for today and am shocked that all the SEO mumbo jumbo is actually true Facebook terrific showcase and fantastic platform for engaging with consumers….answering questions Facebook adverts extremely effective but does work out at €1k per 1k fans. Also I have concerns about quality of 3,000 fans - hugely driven by free stuff Twitter fantastic for peers, networking, friendship & support but for small follower base, quite a few direct consumer contacts too

Slide 4:Measure it questions?

Is organic growth a myth? Facebook only grows when adverts running Twitter stuck at 290 followers Quality of engagement terrific but are we only scratching on the surface? Relative to size of market, what number of fans or level of engagement represents success? 27,000 heavy polish users (> once per wk) 71,000 medium polish users (= once a wk) You need to measure against specific objectives but what do we judge against as a small brand in a niche category where there is little data? Maybe this reflects my impatience after 9 weeks! Given demographic, presumably high proportion of target market are online. Therefore concerns about scale I said earlier that we measure against objectives and of course problem is we don’t have measurable objectives. However ultimately turnover growth is the ultimate measure.Maybe this reflects my impatience after 9 weeks! Given demographic, presumably high proportion of target market are online. Therefore concerns about scale I said earlier that we measure against objectives and of course problem is we don’t have measurable objectives. However ultimately turnover growth is the ultimate measure.