These days, mainstream “marketing” is largely focused on social media, and the same holds true for the adult entertainment industry. Lauren MacEwen is CEO of 7Veils, a social media firm that specializes in developing strategies for building brand recognition, growing social media presence and generating return on investment for their clients in the adult entertainment industry, such as Sssh.com and #sextalktuesday.
C.J. Asher – First of all, Lauren, thank you for taking the time to discuss 7Veils and your social media efforts with me. Why don’t we start by you telling us a little about yourself.
Lauren MacEwen – I am originally from Toronto, Canada, but currently live in Albuquerque, New Mexico. I received my BA from Smith College and my MBA from Arizona State University.
C.J. Asher – So, tell me about 7Veils.
Lauren MacEwen – 7 Veils is the #1 social media marketing firm in adult entertainment. We specialize in engagement marketing, which builds relationships with your customer base through social networks. We focus on high quality, comprehensive, cross platform, integrative social marketing strategy to boost your overall marketing and web ROI.
C.J. Asher – What is your title and what are your duties with 7Veils?
Lauren MacEwen – I am the CEO and there is nothing I don’t do. Thankfully, I have a team of great people working with me that are specialized in engagement and writing on social accounts. I focus on bigger strategy issues, analytics, and all the things no one else wants to do (laughs).
C.J. Asher – How did you come up with the name 7Veils?
Lauren MacEwen – It is a tongue and cheek biblical reference to the dance of the 7 veils. I graduated from a prestigious women’s college that is a top feminist institution. It is conceptually controversial for me to get into the adult industry, even on the business side. So, it is a little hat tip to my alma mater.
C.J. Asher – Tell me a little about the founding of the firm. How did 7Veils decide to focus its practice on the adult entertainment industry?
Lauren MacEwen – I was working in social media in mainstream. I have a mainstream firm as well. For my bachelorette party, I made friends with the feature dancer at a strip club. She said she could use some help with her social media. I realized I could not have her in the same pool of clients as my mainstream business. I began looking into adult (entertainment) and realized that no one was doing what I do. I saw a unique opportunity and I decided to enter the industry.
C.J. Asher – How does your firm differ, and serve your clients better, than other social media companies?
Lauren MacEwen – Most social media firms do not do engagement marketing. They may write some marketing posts or help with content creation, but unless it is specifically customer service related, most do not do the brand building through engagement. For most of my clients, we are the equivalent of having an in-house person running your social media. We do everything.
C.J. Asher – Tell me about your strategies for successfully building a client’s brand.
Lauren MacEwen – I would but then I have to kill you (laughs). We do social integrated SEO, relationship building with targeted influencers, relationship management and just create good social media.
C.J. Asher – Who are some of your current and former clients and what projects are you currently working on for your current ones?
Lauren MacEwen – I have worked and/or currently work with clips4sale, Sssh.com, Nubile Films, #sextalktuesday and Sybian ASACP. We have been doing a lot in the virtual reality community and the marijuana community recently.
C.J. Asher – What types of challenges, such as laws and other internet regulations, do the adult entertainment industry face in social media marketing that are uncommon to other clients and industries?
Lauren MacEwen – Outside of FCC regulations, when it comes to paying a person to tweet an ad for you there are not many official regulations. Basically, as long as you are not breaking the laws of your country, then you are fine. The biggest challenge is making sure to stay within the rules and regulations of the individual networks.
C.J. Asher – What is the key to a successful social media marketing campaign?
Lauren MacEwen – Be a real person. Actually talk to people. Don’t do all the networks, find your audience and do that network well. Do not believe that just by having a presence that your social marketing will work. Just like anything you want to do well, you have to put thoughtful effort into it.
C.J. Asher – By what metrics do you determine the success of a social media project or campaign?
Lauren MacEwen – Depends on the ROI the client is looking for. We look at account growth, reach, impressions, hashtag reach, link clicks and engagement, to name a few.
C.J. Asher – What is currently the hottest trend in social media?
Lauren MacEwen – Instagram continues to gain traction, but Twitter continues to have the strong hold.
C.J. Asher – What new trends in social media do you see being the hottest within the next two to five years?
Lauren MacEwen – Social media is becoming more integrated into life through our phones, smart devices, mobile apps, etc. Things are going to become more socially immersive and integrated into our daily routine.
C.J. Asher – What other industries, outside of adult entertainment, do you serve?
Lauren MacEwen – I work in mainstream as well, currently focusing on marijuana and bitcoin.
C.J. Asher – What awards have you and 7Veils won?
Lauren MacEwen – I have received a service recognition award in 2015 from the ASACP. I have been nominated for business woman of the year by Ynot for 2013 and 2015. I was nominated for a progressive leadership award by Xbiz in 2015.
C.J. Asher – What has been your proudest achievement in terms of building client exposure to date?
Lauren MacEwen – I once got a tiny condom blog ranking in top accounts, and top tweets, next to Trojan and Durex!
For more information about Lauren MacEwen and 7Veils, please visit: http://www.7veils.com