How Burt’s Bees Uses Social Media
Here are some excerpts from that interview:
eMarketer: What drives online word-of-mouth for your brand?
Sowry: Beauty is a category where people take recommendations from their friends and talk about what’s new. They also look to experts for suggestions. For example, if we get a placement in Marie Claire or Lucky where they’re raving about the new tinted lip balm, we might share the link to the page.
We also find fans of the brand are recommending products to one another in this space. That’s the normal activity that takes place around beauty products. It’s mostly women talking to other women and finding out what works, but it’s taking place online in social media venues. For example, a mother might ask other moms about products that stop diaper rash: “What works for you?” These are important conversations and I think online social media is a place where people trust one another to get that information.
eMarketer: What is the brand’s approach to Facebook?
Sowry: Facebook is a channel for us to provide compelling content. When I came on board, we started doing simple things—posting content and behind-the-scenes images on a daily basis and discussing new products coming to market.
We use social media and Facebook in particular as relationship-building tools. We also create opportunities for consumer education around skin care, for example, and sampling offers. We ran successful sampling programs on Facebook for our relaunched body lotions and new tinted lip balm.
We talk about our products on Facebook but we also spend time talking about the culture at Burt’s Bees through our involvement with Habitat for Humanity, sustainability efforts, product ingredients and so forth.
eMarketer: How do you track the ROI from your social media activity and how do sampling efforts impact sales down the line?
Sowry: We monitor the traffic we have going from Facebook to Burtsbees.com. We’re constantly looking at ways that we can monitor traffic, fan growth and sentiment about the brand.
We’d like to be able to say that because we launched a Facebook sampling tab we’ve increased our fan count and increased sales by a certain percentage, but we’re not in that place yet to have those sorts of metrics. But we do know that we’re driving more traffic to our ecommerce site due to the activity on Facebook.
eMarketer: Burt’s Bees has a “Shop & Share” feature on Facebook where brand fans can ask their friends about a purchase. How successful has it been?
Sowry: That tab was designed as a first generation of us looking at shopping on Facebook. You can’t complete a transaction with the Shop & Share tab—the technology is not at that stage yet. When you click on a product, we can import a product feed. We could have all of our products up there if we want, but can only display 10 products per page. If you click on the “Shop” button on the tab, you go to Burtsbees.com, our ecommerce site, to complete the transaction and the order.
Shop & Share was sort of a test to see if it’s something that we should invest in. We’ll be looking at it in the next fiscal year since more brands are starting to offer the ability to complete transactions within Facebook. People want to stay within the Facebook environment.
eMarketer: What kind of content gets the most traction on your Facebook page?
Sowry: Everything from video, product recommendations, news about new products, ingredients, guidance in selecting the right products.
One thing that really engages people are questions. For example, we asked people on a Friday what they’re thankful for. We said we were thankful for honey. We did one around lip care: “What makes your lips like nobody else’s?” We had 106 comments on that post in a day.