June 17, 2013 Does Your Content Mean Anything?
June 5, 2013 Q+A With Ted Rubin, Social CMO, Collective Bias
May 28, 2013 Want Better Return on Engagement? Make Engagement More Personal
May, 2013 ADMA Global Forum, Speakers
May, 2013 Why ROR is becoming more important than ROI
April 20, 2013 Social Media professionals gather at Social Fresh conference in Tampa
April 17, 2013 Why Small Business Are Losing on Social Media, Forbes
April 17, 2013 Who Are The Top 50 Social Media Power Influencers? Forbes
April 4, 2013 Want to know the secret to Social Media?
April 4, 2012 Want to know the secret to Social Media? The Age
March 25, 2013 15 New Ecommerce Books for Spring 2013
March 20, 2013 ADMA Secures Most Followed CMO on Twitter
March, 2013 ROR How do You Measure Return on Relationship
March 26, 2013 Make Your Company Top-of-Mind and Your Employees Proud
March 18, 2013 Profiles in Business: Ted Rubin of Collective Bias
March 12, 2013 Creating Fans of Your Brand
March 8, 2013 5 Changes Needed for Best-in-Class Customer Service
March 2, 2013 Ted Rubin and Brand Engagement
February, 2013 10 Ways to Get Your Job Skills in Shape (see…#6 KEEP PACE WITH NEW TECH)
February 28, 2013 Social Media Starting Lineup
February 20, 2013 Social Media and Inspirational Leadership
February 7, 2013 SayDaily: 10 Interesting CMOs on Twitter
February 5, 2013 ATT: Need To Be Convinced That Social Media Networking Is Serious Business?
February 1, 2013 13 Influencers Who Get Content Marketing and Interactive Content
January 29, 2013 Collective Bias’ Ted Rubin Adds Chief Hugs Officer (CHO) to His Job Title
January 29, 2013 Getting Return on Relationship: A Book Review
January 13, 2012 13 Forbes: Questions With The Social CMO Ted Rubin: Listening, Relationships, and The Social C-Suite
October 19, 2012 SOCIAL MEDIA LEADERSHIP AWARDS Workshops Announcement
September 28, 2012 IBM Smarter Commerce Friday Interview Series with Ted Rubin
September 10, 2012 Pivot Conference: Social Media Reporting, What Metrics Matter
September 6, 2012 CMO Club TV: Tami Cannizzaro and Ted Rubin, CMO’s and Social Media
June 21, 2012 SOCIAL MEDIA LEADERSHIP AWARDS Judging
March 8, 2012 Puget Sound American Marketing Association Announces MarketMix 2012
February 27, 2012 Ted Rubin Hosts #SmartCMO Chat
February 7, 2012 AMA Puget Sound MarketMix: One for One: Social Media in Today’s Endless Conversation.
January 10, 2012 Digital Infuence: Return on Relationships: My Interview with Ted Rubin
2011 Social Media Marketing Magazine – Top CMOs on Twitter
November 15, 2011 Mars | Philter socializes the path to purchase
November 4, 2011 Forbes: Male Consumers: Dudes, Morons Or The Next Big Thing?
November 1, 2011 Social Media Forum: How social media is changing the meaning of “Friend”
October 31, 2011 Fast Company: PR Gurus’ Top Tips For Pitching And Storytelling In The Digital World
September 27, 2011 Business 2 Community: 6 Questions on Social Media With Ted Rubin
September 23, 2011 Social Media Week Twitter Analysis. @TedRubin #1 Influencer at Halftime in the United States
August 24, 2011 TECH Cocktail: ROR: RETURN ON RELATIONSHIPS! @TEDRUBIN & The Mantra for Future Marketing Success
August 12, 2011 EXCLUSIVE! Twitter’s Top-Followed CMO Ted Rubin Talks to NYAMA
June 17, 2011 10 Social media Lessons in Being Human
June 3, 2011 FOX Business: Simple Tweets, Smart Connections
February 8, 2011 OpenSky Changes Ire Some Bloggers…But Is It Just Smart Business?
October 27, 2010 Social Media Marketing Magazine: Questions & Answers about Relationship Marketing & Relationship Commerce
October 26, 2010 Relationship Marketing eWayDirect webinar
October 16, 2010 @24k Interviews Ted Rubin, OpenSky, at BlogWorldExpo
September 13, 2010 Adweek: The Tweet Life of CMOs
April 12, 2010 Fast Company: Making Up for a Small Budget
April 12, 2010 Content-to-Commerce: Mommy bloggers become their own “brands” managers with OpenSky
March 23, 2010 – What’s next in Social Commerce… Relationship Commerce, at Hearst/Redbook
February 15, 2010 – DMNews: Customer chatter boosts cosmetics
February 9, 2010 – Brandweek: How e.l.f. Became a Social Media Giant, Todd Wasserman
February 2, 2010 – The Nhuch: The Beauty of Social Commerce: The Nhuch interviews Ted Rubin, CMO, e.l.f Cosmetics
January 27, 2010 – Ted Rubin and Rob Fuggetta (Zuberance.com) on How To Turn Social Media Into Sales Now – Webinar
January 22, 2010 – WWD – E.L.F. Taps Social Networks, Expands Range E.L.F. Taps Social Networks, Expands Range
January 22, 2010 – MarketingPilgrim.com: C Level Social Media Action from Ted Rubin
January 15, 2010 – AOL Finance: Up-and-Coming Retailers – E.L.F. Cosmetics (4th slide)
January 4, 2010 – Social CMO Profile – Ted Rubin of e.l.f. cosmetics
December, 2009 – The CMO Club: A Look ahead at Social in 2010, username: bazaarvoice password: WOM4U
December, 2000 – eWay/Direct Online Marketing Predictions for 2010, page 12
November 29, 2009 – Sunday Morning Soliloquy: Interview With Ted Rubin from e.l.f.
Advertising Age: E.L.F. Aims to Become Mass Beauty Brand — Without Mass-Media Buys Upstart Cosmetics Co. Driving Awareness With Social Media, Sampling by Jack Neff Published: November 02, 2009 BATAVIA, Ohio (AdAge.com) — Many beauty brands have embraced social media lately, but generally with a light air kiss. Emerging value brand Eyes Lips Face (E.L.F.), however, has made social media the centerpiece of its marketing, which still includes no traditional media budget even after it expanded nationally into Target stores in October. In the process, it’s defying the notion that only niche brands can rely on social media alone. Its website, EyesLipsFace.com, gets more than 200,000 visitors monthly, per Compete.com, and more than 700,000, according to the company. In the most recent monthly visitor traffic ranking by beauty-review site TotalBeauty.com, E.L.F. ranked 69th, ahead of Suave Wella, Sephora and Bath & Body Works, among others.
Its website, EyesLipsFace.com, gets more than 200,000 visitors monthly, per Compete.com, and more than 700,000, according to the company. In the most recent monthly visitor traffic ranking by beauty-review site TotalBeauty.com, E.L.F. ranked 69th, ahead of Suave Wella, Sephora and Bath & Body Works, among others.
E.L.F.’s latest project is via the SheSpeaks social network, which helped round up 150 bloggers who are bringing readers to parties to try the cosmetics. The idea is something like Avon parties without the sales pressure.
Word-of-mouth and sampling are crucial to E.L.F. because the brand faces a steep credibility hurdle. Its products are priced $1, $3 and $5 and sold through 10,000 mass doors, including Dollar General and Target, yet billed as comparable to products costing 10 times more at department stores.
“Women say, ‘$1 $3 and $5, how good can it be?’” said Ted Rubin, chief marketing officer of E.L.F. “Once they try our products they stay with us.”
That SheSpeaks appeals mainly to mommy bloggers, not beauty bloggers, is fine by him. “A lot of [beauty bloggers] blog about only one brand,” Mr. Rubin said. “People see through that very quickly. … We’re trying to reach out to unsponsored people.”
E.L.F. also recently worked with former Walmart social-media guru John Andrews’ Collective Bias on a “speed-dating” program with mommy bloggers at Blog World in Las Vegas.
Proposed Federal Trade Commission rules regarding bloggers and word-of-mouth marketing don’t worry Mr. Rubin.
“I don’t have a traditional marketing budget, so I don’t pay people anyway,” he said. “In some way I see it as an advantage to us, because a lot of companies are paying people for their opinions.”
Small budget or no, E.L.F. has spawned more than 2,000 YouTube videos and 20,000 Twitter followers with generally good reviews. It ranked 169th among brands in September reader reviews at TotalBeauty, ahead of Neutrogena, L’Oréal and Rimmel.