Social Commerce

The Beauty of Social Commerce | Interview with E.L.F's CMO Ted Rubin

Here’s the video and our top takeouts from today’s interview at Social Media Week with Ted Rubin, CMO of cosmetics company – and self-declared social commerce brand –  E.L.F – entitled “The Beauty of Social Commerce.”

For us, the big takeout is the idea that the real value of social media is in customer service and customer feedback – not messaging.

  • For brands, social media should not about talking, but about doing – delivering agile customer service
  • Social media is not about engaging with customers, it’s about responding to them
  • ELF regards itself as a “social commerce” company; not just e-commerce, but e-commerce with word of mouth built in
  • YouTube is often overlooked as a powerful social media platform
  • Social media marketing is not about finding word of mouth advocates, but harnessing their advocacy
  • Blogger outreach is key, bloggers are perfect advocates – they know how to write (ELF have 500 bloggers – the ELF Elite) – harness their advocacy through Make Up at Home parties, guest blogging, and constructive feedback for the brand


Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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