Social Media Management for L’Oréal Australia

This report showcases how L’Oréal Australia builds its brand awareness and reputation through social media posts to edge its rivals. It covers brand awareness and reputation creation, growth analysis of using social media to reach a large audience, compliance when dealing with commercial electronic messages, and examples of portfolios used by L’Oréal Australia to create its brand awareness and reputation.

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Social Media Management
Name
Institution

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Introduction
The name of the Company chosen for this paper is L’Oréal Australia. The company
engages in procurement, retail and wholesale of skin and hair care, cosmetic and perfume
products in Australia. The report will be about to show how the company undertakes its online
marketing through social media. The topics to be discussed include the company brand, growth
analysis, portfolio examples, and compliance.
(Company Name) Brand
The company’s brand awareness in the marketplace remains strong in Australia. It is
distributes products via hair salons, department stores, and perfumeries, mass-markets, medi-
spas, drug stores, free-standing stores, e-commerce websites, travel retail and convenience stores.
The Company uses more social advertising campaigns based on sophisticated automation and
audience management thus building a strong brand on social platforms. The company has since
proved that investment in right tools and strategy creates an extremely successful digital
campaign thus brand reputation than the rivals (Agnihotri et al., 2016).
The company has established a position at the forefront of latest media for its branded
content-online. For L’Oréal Australia, its branded online content has presented a means to
effectively connect consumers to its brands. This has since helped the company to achieve its
goals of adding one billion new customers by year 2020. Digital remains of the 4 pillars of the
strategy L’Oréal is aiming to double its customer base. Over 35 local websites are being operated

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by the company across its 27 brands, with several additional social media destinations
(Alexander, 2014).
It has a very large portfolio of digital media assets alongside an extremely exciting
challenge to lead the game in digital beauty industry. The brand awareness has in the past been
achieved through employment of beauty advisers in stores who talk with clients directly, but it
has since realized that this traditional strategy is never scalable. To get around the challenge of
helping consumers navigate the beauty complexity and how to do this at scale, the company has
since launched new platforms locally and globally developed to deliver on its promise of offering
beauty for everyone, the mantra for the L’Oréal Australia. The company’s digital brand approach
is to have branded content anchored around entertainment with the sole intention of being an
information provider to edge its rivals (Barreda et al., 2015).
In comparison, L’Oréal’s awareness and reputations appears to have edged out its
rival. This is because, whereas most of its competitors appears to be using branded content as
more of entertainment, L’Oréal has realized that branded content is all about value to consumers
and never about creating entertainment, but more of assisting the education process for
consumers (Godey et al., 2016). Thus, the Company believes that it is actually vital for them to
be there for consumers and remain integral part of the journey for consumers to find the right
product. This is where L’Oréal Australia is seeing the branded content playing a big role unlike
its rival thus giving it an edge. For example, the Company uses M: Edition, locally developed
sites for its Maybelline New York brand (White, 2016).
The intention has been to provide women with the desired inspiration from catwalks as
well as streets of New York and packaged with required tips and information from over twenty
local beauty bloggers and vloggers, and from brand ambassadors (Hudson et al., 2015). This has

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edged out its rivals since it provides consumers the ability to ask questions, and the site remains
currently being visited by over seventy-thousand Australian every month, thus making it the
number one local online make up destination. Another site used to edge competitors by L’Oréal
Australia is known as Get-the-look launched to capture trending “looks” from red carpet events
globally and bring them to an Australian audience. This has seen competitors having difficult
moments since Melbourne-based journalist contributed ten to twelve articles every day, and Get-
the-look became the launch-partner for Twitter Amplify in January 2014 Australia (Cawsey &
Rowley, 2016).
This platform has boosted the company’s brand awareness and reputation against its
rivals because it helps consumers dream about becoming beautiful as they can, and subsequently
offering them with the required tips, right down to which its product remains the right one for
them. The company is more concerned by the more amplifying topics which are relevant to
customers around trending looks and subsequently coming into product angle as second phase.
This makes customer feel they are valued and hence creating better brand reputation (Van Looy,
2016).
L’Oréal Australia has various opportunities to boost its brand awareness and reputation as
opposed to its competitors. The company has the opportunity to grow its brand awareness by
going back to the future with content marketing agenda (Gamboa & Gonçalves, 2014). Indeed,
the company has realized that branded content marketing remains the key to adding new
customers by 2020. Unlike previously that it revolutionized advertising by staging live radio
shows which attracted upwards of a considerable number of new customers, these only served to
promote its message about personal hygiene, but further became the mainstay of product
marketing (Corcoglioniti et al., 2017).

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The Company has an opportunity to grow its brand awareness and reputation by
establishing its position at the forefront of recent media for branded content-online. Since
L’Oréal Paris has amped up brand awareness with new digital partnership, L’Oréal Australia can
borrow a leaf from this strategy to grow its brand awareness and reputation. By partnering with
digital agency Lion & Lion and Agile marketing software Kenshoo, L’Oréal Paris boosted its
digital marketing strategy and brand awareness efforts. This offers L’Oréal Australia an
opportunity to implement an integrated social advertising program on Facebook which helped
the L’Oréal Paris. This would be aimed at driving customers to a range of retail outlets which
sell the products. This opportunity will be effective as the company can have the proven efficient
services of Lion & Lion that managed a cost-effective deployment of video ads on Facebook to
target consumers that were more probably to convert and buy the products via use of Kenshoo’s
Infinity suite. The strategy will pay off as it did to L’Oréal Paris where it saw click-through rates
(CTR) rising by 118% and the number of actions surging 140 compared to previous month. This
demonstrated a strong boost in brand awareness as well as engagement to significantly over
deliver on all the KPIs.
Growth Analysis
Using online social media reach larger existing audiences / communities or ones currently
not being reached. An audience or community, from a marketing perspective, is the target
audience. This is the intended audience or even the readership of a marketing message,
publication, and advertising. Thus, an audience or community is “the specific group of
consumers within the predetermined target market, identified as the recipient or target of a given
message or advertisement (Beverungen, Böhm & Land, 2015).

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There are three main steps that must be considered to ensure that online social media
reach larger current audience or communities or ones presently not being reached. This can be
called building social media community (Jin, Liu & Austin, 2014). For this to happen, there has
to be an engaged social media community which is integral to the success online. This is the
main reason businesses join social networks (De Albuquerque et al., 2015). The social
community for a business is never solely composed of prospective buyers; but also full of
potential advocates-individuals who shall spread the message past the business reach to their
individual networks. Thus, the business must have a social media community that is supportive
as well as long-lasting to reach a large audience. Thus, the business can only achieve this by
making connections with them beyond mere advertising (Tsimonis & Dimitriadis, 2014).
The first stage is for the business to build a foundation for social media community to
attract and keep followers. For a business to ensure there is rallying (engaging, sharing, and
promoting content) around a shared interest, a social presence has to be built worth rallied
around by having a two-way communication for personalized interactions. The second stage is to
grow your social media community to build a targeted audience of engaged social media
influencers and users (Moro, Rita & Vala, 2016). This is achieved through engaging in strategic
conversation, connecting with offline community and being generous. The last stage is to
leverage social media community to achieve business goals. Leveraging will be achieved
through collection of feedback, crowdsourcing content, and amplifying your news (Neill &
Moody, 2015).
There is a need to protect against declines or risks to the current audiences or
communities of the company, because of issues/crisis situations. This is achieved by collecting

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feedbacks by finding a better audience from which to gather it. This feedback helps in shaping
social media and broader business strategies to move forward without decline. Also,
crowdsourcing content since user-generated content remains one of the greatest gain of having a
social media community. This will be a proactive strategy to mitigate any risk as they will be
talking about their own issues and get solutions before they degenerate and cause declines.
Portfolio Examples
The channels choosing for the social media marketing are Facebook, Pinterest, Instagram,
Twitter, LinkedIn, and YouTube. The main reason is that this social communities have the
largest number of audience and hence the campaigns will have much coverage per time. The
timing frequency will be on a daily basis for a period of two weeks.
Facebook
Twitter

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Instagram
Pinterest

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YouTube

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LinkedIn
Compliance
The L’Oréal Australia must comply with the Spam and Privacy Act in its attempts to
undertake any commercial message. The Spam Act 2003 prohibits the company from sending
unsolicited commercial electronic messages called spam- with an Australian link. Thus, the
company must ensure that no commercial electronic message will originate or commissioned in
Australia, or originate abroad but sent to the address accessed in Australia. The Company must
ensure that it complies with the ACMA which is the body mandated to enforce Spam Act 2003.
The Act covers emails, multimedia messages (MMS) mobile phone text messages, instant
messaging (iM) and other forms of electronic messages of the commercial nature. Also, the

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company must comply with requirement of “Do Not Call Register” that deals with voice or tax
telemarketing. The company must also comply with Criminal Code Act 1995 by preventing any
unauthorized access and modification of data through a carriage service, possession of data with
an intent to commit computer offence or even production, distribution or obtaining of data with
intent of committing computer offence. Thus, L’Oréal Australia will have challenges trying to
balance the compliance with these laws and legislation and their need to reach the largest
audience. They might event get penalize in case they feel to comply which will be a loss to the
company.
Conclusion
The purpose of the report was to showcase how L’Oréal Australia undertakes to build its
brand awareness and reputation through social media post to edge its rivals. The paper has
covered such areas as brand awareness and reputation creation, growth analysis of using social
media to reach large audience, compliance when dealing with commercial electronic messages,
and the examples of portfolios uses by L’Oréal Australia to create its brand awareness and
reputation. It is apparent that L’Oréal Australia has outperformed its rival and has established
stronger digital branded content to remain a strong brand in Australia than its competitors.
References
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Appendices
Appendix A
Appemdix B

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Appendix C
Appendix D

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Appendix E
Appemdix F

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Appedic G