Social Media Insights : Ways that Social Media are shaping the beauty industry. 7 out of 10 Greeks, use Social Media on a frequent basis, resulting in a huge digital word of mouth. Skincare and makeup are monopolizing social public discussion, while Social media personalities (a.k.a. influencers) are having a massive impact on the way brands promote products.  This presentation, held by Marina Grapsa, Client Service Director & Chief Analyst at PaloServices at Digital Beauty Forum, 31/5/2017, demonstrates the importance of social media monitoring for beauty brands. Learn more about PaloPro, the most user-friendly Social Media Monitoring Tool, at https://palopro.io

1. Social Media
Insights
Ways that Social Media are shaping the beauty industry Digital Beauty Forum, 31/5/2017
Marina Grapsa, Client Service Director & Chief
Analyst @ PALO SERVICES

2. PALO PRO IS THE MOST USER FRIENDLY MONIROTING
TOOL
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PALO PRO AN INTRODUCTION
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MARKET RESEACH & SOCIAL MEDIA
INSIGHTS
USES SOCIAL MEDIA DATA IN AN INSIGHTFUL WAY TO
SUPPORT MARKET RESEARCH AND SOCIAL MEDIA
BRAND REPUTATION ANALYSIS
ANALYSES THE BRAND REPUTATION OF PEOPLE,
BRANDS, ORGANISATIONS AND OTHER ENTITIES
BY ANALYSING APPX 85.000 POSTS PER HOUR
ARTIFICIAL INTELIGENCE AND
MACHINE LEARNING
USES HIGH LINGUISTICS TECHNOLOGY TO SEARCH
AND DERIVE RESULTS AND TO AUTOMATICALLY
ANALYSE THE SENTIMENT OF THE POSTS
GREEKLISH
USES GREEKLISH AS A DIFFERENT LANGUAGE
ON SEARCHES AND SENTIMENT ANALYSIS
INTERNATIONAL PUBLICATION &
AWARDS
6 PAPERS IN INTERNATION MAGAZINES
7 AWARDS FOR THE COMPANY
SEAL OF EXCELLENCE FROM EU

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Organizing the
data to gain
Insights that
can help us tame
the Social
The Beauty OF the

4. 7 out of 10 Greeks, use Social Media on a frequent basis.
SOCIAL MEDIA BEAST KEEPS RISING
201
5
201
5
201
3
201
3
201
4
201
4
201
1
201
1
201
6
201
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SOCIAL MEDIA PENETRATION IN GREECE

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AND CONSUMERS ARE CHANGING FROM THE SOCIAL MEDIA
USAGE
INFO SEEKERS
83% WHEN THEY NEED
INFORMATION THEY ACCESS
THE NET
CONTENT CREATORS
32% POST ONLINE
CONTENT FREQUENTLY
ONLINE SHOPPERS
63% RESEARCH ONLINE
OR PUIRCHASE ONLINE
BEFORE BUYING
BETTER DECISIONS
64% COMPARED PRODUCTS
ONLINE IN TERMS OF PRICES/
FEATURES BEFORE
PURCHASING
83% OF
CONSUMERS
The connected consumer survey, 2016
ACESS THE INTERNET
DAILY
THE ONLINE CONSUMER IS MORE SOCIAL AND A
GOOD RESEARCHER

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THE BEAUTY LIES ON “SOCIAL” NOT ON MEDIA
Focusing on the SOCIAL
aspect and less on the
MEDIA, one can find the
beauty of listening and
monitoring the online
conversation to gain

7. Brands are building trust and authority online. They create a place for fans to discover and discuss
new products, customer feedback. Word of mouth recommendations naturally occur.
DIGITAL WORD OF MOUTH IS HUGE
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83.631Total number of buzz for the
category
* Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query,
including Makeup, Skincare, Hair Care and Fragrances category keywords
Telco Industry ± 21.000 mentions
Tech Retail Industry ± 5.500 mentions
Banking Industry ± 6.000 mentions

8. What brands are managing and seeing though, is only a fraction of the online discussion.
Facebook has released anonymously the data that takes place on the private status posts, and the numbers are huge.
NO WE MEAN REALLY HUGE
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2.337
Total number of public mentions for
Make Up only in 3 days
* Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query,
including Makeup, Skincare, Hair Care and Fragrances category keywords
15.70
0
Total number of Private FB mentions
for the Makup only in 3 days
NEW DATA FROM
PRIVATE POSTS

9. COMPARED TO OTHER CATEGORIES, MAKEUP AND BEAUTY
DISCUSSIONS ARE DEFINITELY DOMINATING THE SOCIAL
MEDIA
15.70
0
Total number of Private FB mentions
for the Makup only in 3 days
3.500Total number of Private FB mentions
for the Telcos only in 3 days

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CONSIDER THE SIZE OF THE WHOLE CATEGORY
77%77%
OF POSTS AREOF POSTS ARE
ABOUT SKINCAREABOUT SKINCARE
& MAKEUP& MAKEUP
SKINCARE
HAIRCARE
MAKEUP
FRAGNANC
E
SKINCARE & MAKEUP MONOPOLIZING SOCIAL MEDIA PUBLIC DISCUSSIONS
PERCENTAGE OF SHARE OF THE SUB CATEGORIES IN THE PUBLIC
DICSUSSIONS DATA

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INFLUENCERS’ ANALYSIS: THE IMPACT OF SOCIAL MEDIA
* Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query,
including Makeup, Skincare, Hair Care and Fragrances category keywords
83.631
513.593.8
40
Total number
of buzz for the
category
IMPACT*
IMPACT:
No of posts * No of followers
Not only is the size of the buzz
of the category huge, but all
these posts is impacting other
users who are receiving and
reading these posts

12. Social media personalities are having a massive impact on the way brands promote products.
Personalities are becoming the media themselves, leaving the more traditional digital media behind.
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TOP 10 INFLUENCERS ON DIGITAL BEAUTY
* Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query,
including Makeup, Skincare, Hair Care and Fragrances category keywords
Maria Bacodimou Jenny Balatsinou Fay’s Book Eleni Menegaki Athens Voice
Katerina Kenourgiou KathimiriniGr SkaiGr ProtagonGr
#1 #2 #3 #4 #5
#6 #7 #8 #9 #10
Fay Skorda

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40% OF THE PUBLIC CONTENT IS UNBRANDED
BRANDED CONTENT
62% OF THE CONTENT IS BRANDED
THERE IS STILL THOUGH A 38% OF
UNBRANDED CONTENT – NOT TO
MENTION THE PRIVATE DATA
62%62%
CONTESTS
A VAST MAJORITY OF THE CONTENT
CREATED CONTESTS RELATED
70%70%
NEW PRODUCTS & TIPS
90% OF THE CONTENT – OTHER THAN
DEALS / OFFERS & CONTESTS – IS ON
NEW PRODUCTS PRESENTATIONS
AND TIPS/ ADVICES
90%90%
BRAND
* Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query,
including Makeup, Skincare, Hair Care and Fragrances category keywords

14. 27%GENERIC PRODCT
REFERENCES
25%PRODUCT DEALS
25%PRODUCT
PRESENTATIONS
19%TIPS/ ADVICES
KEY THEMES
FOR BEATY PRODUCTS
SOCIAL MEDIA
THE BEAUTY COMMUNITY’S DISCUSSIONS ARE
SUMMARIZED:
* Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query,
including Makeup, Skincare, Hair Care and Fragrances category keywords

15. The younger population of 18-34
is definitely more inclined on the
online discussions.
IS THE BRANDED CONTENT & INFLUENCERS’ PROFILE
RELEVANT TO THE SOCIAL MEDIA AUDIENCE
18-24 y.o 25-34 y.o 35-44 y.o 45-54 y.o 55-64 y.o
Audience from
Facebook New Data
FB Audience
Population
FB Audience
Population
FB Audience
Population
FB Audience
FB Audience
Population
Population

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TO SUM UP
Monitor online discussions.
Pay attention to your target audience and
answer their needs.
LOOKING TO THE SCREEN
Part of why the beauty industry has blown up online is the
fact that the social media generation is full of researchers,
searching for products, advices and comparing different
option.
PEER MARKETING
The thing about social media is that no one cares about
content that isn't shareable.
READING SOCIAL MEDIA
Brands can research the digital discussion, take feedback and
insights to improve their products, campaigns and activities.
ONLINE BEAUTY COMMUNITY
We know that the beauty community online is colossal. It’s
practically an online subculture, as it has a huge following and is
a dominant theme in social media
0101
0202
0303
0404
Stay on top of the Online Discussion and
try to introduce you brand into the Digital
WOM
Make sure you monitor daily your brand’s
reputation.
A bad critique on your product has a huge
impact.
Provide relevant content to the younger
ages and utilize relevant influencers of the
market.

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MONITORING SOCIAL MEDIA CONTENT
Use Qualitative
techniques to unveil the
topics of discussion and
understand the brand
effect
Use a systematic and in parallel creative way of data analysis
Use Quantitative
techniques to cluster
and depict the size of
the issues at hand

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CRITICAL SUCCESS FACTORS FOR PALO PRO
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02
0304
USING ENTITIES FOR
HIGH QUALITY SEARCH
RESULTS
USER FRIENDLY AND
INTUITATIVE
PLATFORM
CONTINUOUS
SUPPORT &
DEVELOPLMENT
ANALYTICS & INSIGHTS
TEAM

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KEY ELEMENTS OF PALO PRO
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NUMEROUS COMPONENTS
Numerous components to use to facilitate
the insights generation and monitoring of
your searches, including mention’s impact
and mention’s engagement scores
RULES
Creating rules of automated actions of
how data needs to be classified within
the searches, provides automated
tagging and sentiment correction.
Rules are used to minimize repetitive
actions from users
ALERTS
When the system is locating either too
many negatives on your searches or a
significant increase number of
mentions, an email is sent to the
specified recipients.
REPORTS
Reports can be custom made and
prepared to be delivered to specified
recipients on a daily, weekly or monthly
frequency.
SUPPORT
All Palo Pro users are continuously
supported from Tech Experts, Social
Media Analysts and Insights Analysts
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20. “You never really learn
much, from hearing
yourself talking”
George
Clooney

21. THANKS FOR WATCHING
Contact us
URL: https://palopro.io/
Email: info@paloservices.com
Tel: (+30) 210 3805 826
HQ: 9 Chavriou str, Monastiraki, Athens, Greece
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