Social Media Monitoring Part 2: Too Faced Cosmetics

Based on my analysis in Part 1, we have got to know the fact that Too Faced Cosmetics did not participate in groundswell very well. After 3 weeks, does it have any improvements? Let's take a look.

Facebook:

The numbers are increasing. However, as for new page likes and total page likes, the percentage increase is much less than it was in Part 1.

When we look at the comments area under posts, the situation gets even worse than it was in Part 1. Every post has a high percentage of comments to complain about customer service. 

Twitter:

They still use twitter to promote products and reply their customers. But they only posted 15 twitters in 3 weeks, which is not an effective performance for social media.

Youtube:

They posted 8 tutorial videos in 3 weeks. But the number of views are not very high as it used to be, maybe because some of the videos were just posted a week ago. Also, some comments under the videos are complaining about the customer service. 

Instagram:

We can see their improvements in communication with customers, like creating some topics to ask for the groundswell to participate. Also, they are more likely to post pictures which cooperate with beauty bloggers. But we can also see some customers complaining about their customer services. 

Google Trends:

Interest over time:

US:

Worldwide:

The trend did not change much during last few weeks. 

Social Mention:

                                                                   3.15 Wednesday

                                                                    3.19 Sunday

                                                                     3.21 Tuesday

The data is pretty similar with the one in part 1.

SWOT Analysis:

S-Strengths Quality products Long time built reputation Packaging is unique and funny Except for its online shop, the products are also sold in other platforms like Sephora and Ulta.	W-Weakness Poor online customer service Poor participation in social media Similar kinds of products which are   offered at low prices or has higher reputations
O-Opportunities Extend the market by advertising on TV  Increase target customer Ability to stand out within other competitors	T-Threatens Highly competitive market Competition with other brands which  has good customer services

Goals and Suggestions:

Based on the analysis, we can get the conclusion that the participation of Too Faced Cosmetics in groundswell is not active enough, they can not respond to their customers timely when communication is needed.

So the goals for Too Faced Cosmetics should be:

• Talking: There are so many complaints about their customer services but clients do not get enough response. Too Faced Cosmetics should aware of the fact that effective communication is strongly required. So firstly they should build a brand new image for the public, shows that they are responsible and caring. 

• Energizing: Even though Too Faced Cosmetics have done some cooperations with beauty bloggers, they can do more than that. For instance, they can hold events, both online and offline.

• Embracing:  If the above suggestions have worked, Too Faced Cosmetics can raise the level. With the popularity and attention they earned, they can use groundswell to make decisions for their products. 

Social Media Monitoring Part 1: Too Faced Cosmetics

As a cosmetic company, Too Faced Cosmetics has earned much popularity and great reputation since its created in 1998 by Jerrod Blandino and Jeremy Johnson. For cosmetic lovers, Too Faced Cosmetics is a trustworthy brand, their released products will bring heated discussion. In 2016, Estée Lauder acquired it for$1.45 billion, which is the largest purchase in Lauder’s 70-year history.

With the popularization of social media and online shopping, online marketing seems to be an unavoidable marketing strategy for brands. Too Faced Cosmetics have several social media accounts and keeps updating constantly. But how well the groundswell reacts to it? Do social media really helps to improve their reputation and to increase revenue? Let's take a look.

Facebook:

Until Feburary 2017, Too Faced Cosmetics owns 2,194,362 followers and 2,209, 341 total page likes. 

They use their Facebook page to advertise their products and share pictures of people who used Too faced cosmetics products to do their makeup. Each post has been liked by thousands of people and commented. But not all of them are positive. We should note that Too faced cosmetics did not respond to comments frequently and negative comments barely get responded.

Even though sometimes negative reviews help, the company's attitude is paramount. Establishing a responsible and positive brand image on social media is important, it helps companies to gain trust and attract clients.

Twitter:

Until February 2017, Too Faced Cosmetics have 43,8000 followers and 8257 likes on Twitter. Except for publicizing their new products and events, it is also used to retweet other people's twitter which mentioned @Toofaced, mostly compliments. But we can tell that it responded to customers more often than on Facebook. However, still not timely enough. 

Youtube:

Until February 2017, Too Faced Cosmetics have 250,746 followers on YouTube. It joined in March 2008, uploaded 149 videos. Mostly are commercials and tutorials. In fact, what most helps to advertise Too Faced Cosmetics products are not these official videos, but are review videos which uploaded by beauty bloggers. When you search "Too Faced" on YouTube, lots of review videos will be shown, almost include every product of Too Faced Cosmetics. Too Faced Cosmetics also uploaded a video which gathers famous beauty blogger's reviews of their mascara.

Instagram:

Until February 2017, Too Faced Cosmetics have 8.3m followers and 3155 posts on Instagram. With the tag #toofaced, there show 2,474,708 posts. Such high popularity helps to advertise products and can be referenced for potential customers. On some posts, it shows the link to the online store, which helps customers to make a purchase more easily. 

              

GoogleTrends:

As for GoogleTrends, we divide the results into two perspectives, which is US and worldwide. 

Interest over time:

US:

Worldwide:

Basically, the curve does not have much difference. The data in US is little higher than worldwide. The peak appears in Nov.27- Dec.3, which is the time for Too Faced new peach collection released. 

Interest by region:

US:

Worldwide:

Surprisingly, this American brand is most interested in Australia. 

Related topics/queries:

US:

Worldwide:

Related topics are basically the same. But related queries in US includes more other popular cosmetics brands. 

Meltwater Icerocket:

Social Mention:

February 18 Saturday: 

February 20 Monday:

February 22 Wednesday:

With the results of socia mention, we can tell that the numbers are decreasing and the keywords, users, hashtags are not changed much. 

Conclusion 

Problems:

• Lacking of communication with clients.
• Online marketing needs to be improved.
• Very little events for clients to participate, online and offline.

Too Faced Cosmetics is doing well on social media, but still have much room for improvement. Maybe for a brand which has been founded over 10 years, Too Faced Cosmetics has satisfied with their position in the market. However, with the development of groundswell, they need to work more on social media to keep their position.