Delivering Beautiful Results with a Facebook Shop

 

Mario Badescu Skin Care is all about their personal one-on-one relationships with their clients for their skin care regime. Since its founding almost 50 years ago they haven’t lost sight that their clients come first. The emergence of social media gave them a new opportunity to engage women, who were focused on their skin care, in a very personal way. Specifically, Facebook allowed them to have a direct online relationship with their clients but they needed an elegant way to introduce their products into these social discussions. That’s when they decided to add a Facebook shop to their Fan Page. Since the implementation of the store it has been one of fastest growing traffic drivers to their e-commerce website.

Getting off to a fast start with Social Commerce was important to the team – they wanted to see impact for their efforts.  In the first 90 days they realized over 4,400 new visits to their website. More importantly, they were seeing incremental purchases – over 80 new orders.

Their purchase conversion rate of 1.85% in this period for visitors was in-line with other digital marketing efforts.

The team at Mario Badescu has been extremely creative in creating loyal fans for their page and their products.  One of their tactics rewards their fans by giving each person that likes their page the opportunity to receive free samples of their skin care line!

Tell us a little bit about your company?

Mario Badescu Skin Care is a 46-year-old luxury skin care line founded by the late, Romanian-born Mario Badescu. Mario Badescu spent many years developing and testing his innovative products before opening his iconic Manhattan-based salon. Today, Mario Badescu Skin Care produces some of the finest botanically-based skin care products in the world. Sold online and in high-end department stores and beauty boutiques, this highly respected, international brand still continues to hinge its reputation on providing the same type of customized, personalized treatment and care that made Mario Badescu’s salon famous nearly 50 years ago.

Why do you feel clients buy from you?

At Mario Badescu Skin Care, a complete, personalized skin care program is customized for each client—whether through our online skin analysis, over the counter, or at our salon. Putting their skin in our hands means that clients receive the exact skin care products necessary for their particular skin type and concerns. We ensure that each client gets exactly what their skin needs and with the most effective, gentle ingredients possible, including fruit extracts, seaweed, high quality vitamin oils, aloe vera, chamomile, and caviar.

What do you feel sets you apart from your competitors?

Despite that Mario Badescu Skin Care is now a world-famous, international brand, the company will never allow itself to lose the personal customer service for which it has become famous.

When did you start engaging with clients in social networks like Facebook and Twitter?

Long before I started working here. I would say, as early as they became available or shortly thereafter. 2004ish I am told by my boss.           

How has your thinking changed in terms of using social marketing?

We feel that social media has allowed us to become even closer to customers; better able to provide one-on-one interaction between each client and the brand in a way that is unprecedented. We are also better able to communicate with customers about the brand and provide our community with access to educational resources about skin care.

Why did you decide to deploy a Facebook store with your social marketing?

Ultimately we felt it was an easy way for current and prospective customers to see our products, engage with us and the community all without having to navigate away from Facebook to an external and potentially unfamiliar site.

What have you learned about engaging your fans with you Facebook store?

A lot. Not only is it a brilliant medium to expose your products to customers, it helps with brand re-enforcement too. People who like the products on those platforms back them up and share their experiences more frequently with their friends, who might not have ever heard of our brand before. 

How do you gauge success with social commerce and your overall social marketing?

Every time we engage with a customer in a way that provides them with exposure to our brand and access to better information (and, ultimately, better skin), we feel that our efforts in social media have been rewarded.

Is there one program, campaign or tactic that provides a good story for the impact of social marketing for your organization that you can share?    

We fully believe that exposing prospective clients to our products is the best way to gain new customers. As such, we wish we could give everyone the chance to try our products for free before committing to a skin care regimen. We offer every person who ‘likes’ our Facebook page a full, customized regimen of skin care products in sample size. This full regimen of samples arrives with a complete set of instructions.

We would like to thank Bradford Giosa and Jillian Ruffino, the social media director, for taking the time to talk with us about Mario Badescu Skin Care and to allow our audience to learn from their efforts in social media.

For more information about selling on Facebook, read our recent blog post about the various ways to take payment in your Facebook store.

If you want more coverage of successful Facebook shops please read our interview with Daytona International Raceway and their Facebook store success.

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Taking your Facebook Store to the Finish Line at Daytona

 

Daytona International Speedway has been using ShopTab’s Facebook Shop since March of 2011. During that short period of time, they have seen their social interactions and Facebook Shop visits grow dramatically. Not only are they a well-known national brand that draws in the highly passionate racing audience to their page but they also do a fantastic job of getting to know their fans through continued engagement. They understand the unique value for participating in social networks and creating new experiences based on the nature of this channel.

Great marketing organizations realize that social media efforts will require a clear strategy and measured success in hard ROI. Daytona’s team has been very focused on driving up overall website visits and using Facebook as a quality source for this traffic.  Since 2009, their referrals from Facebook alone to their website for race information, merchandise purchases and ticket sales have exploded, as noted below.

 

Tell us a little bit about your company:

Daytona International Speedway is the home of “The Great American Race” — the Daytona 500. The Daytona 500 is the biggest, richest and most prestigious race in America and annually kicks off the NASCAR Sprint Cup Series. Although the Daytona 500 garners most of the attention, the enormous 480-acre motorsports complex boasts the most diverse schedule of racing on the globe — earning it the title of “World Center of Racing.”

Why do you feel clients buy from you?

Clients buy from Daytona International Speedway because the track is incredibly rich in history and coming here to watch a race is an experience unlike any other in the world.

What do you feel sets you apart from your competitors?

The variety of races held at Daytona International Speedway appeal to a diverse group of race fans and sports enthusiasts all over the world. There is something for everyone and events are held year-round. From NASCAR and GRAND-AM racing in February and July to motorcycle racing in October and March there is never a dull moment.

When did you start engaging with clients in social networks like Facebook and Twitter?

We launched our twitter account on 5/13/2009 and while we had a Facebook account with a small following prior to 2009 we didn’t have an active plan for engagement until about the same time we launched our twitter account in May of 2009.

How has your thinking changed in terms of using social marketing?

While our social marketing approach continues to evolve, one idea remains the same. We continue to maintain a strong focus on being where our fans are, and currently our fans are on social media. Using social media as a marketing tool has given us a new way to connect with fans on a more personal level.

What are your biggest lessons and success stories

It is important to provide consistent reminders to a growing social audience that tickets can be purchased using the ShopTab Store so they are aware that this user-friendly feature is available throughout the year for all of the race events held at Daytona International Speedway.

Why did you decide to deploy a Facebook store with your social marketing?

Our main goal is to sell tickets. It seemed like a huge miss not to include that side of our business on the social front.

What have you learned about engaging your fans with you Facebook store?

Fans are buying. If they are not buying, they are at the very least clicking and gathering information about our events.

How do you gauge success with social commerce and your overall social marketing?

We refer back to the following goals: Are we engaging our fans? Are we making connections? Are we providing them something of value that only we can deliver? If we can answer yes to these questions then I think we are experiencing success.

Is there one program, campaign or tactic that provides a good story for the impact of social marketing for your organization that you can share?

Car Town, a game that allows users to race at DIS and build their own customized garage, has resulted in a steady stream of traffic to the DIS Facebook page due to the inclusion of a like button within the gaming platform.

 

      

Are there any brands, companies or experts that you follow to help you improve your strategies and tactics? If yes, why do you focus on them?

From what I’ve read, a lot of big brands have pulled out of social eCommerce stores because they weren’t seeing any results. We’re seeing results with minimal effort on our end. Shop Tab makes the process easy for both the business and the consumer. It’s a win/win for us.

We really appreciate the opportunity to learn from Joann Mantovani, the Senior Manager of Advertising and Promotions, and Lane Gauntt, Interactive Marketing Specialist at Daytona International Speedway. How can you learn from their successful focus of making sure they are where their customers are?

 

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