From Like to Loyalty SheSpeaks at M2W Conference

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SheSpeaks CEO Aliza Freud and Paine PR's Kara Gaffney present at M2W Conference in Chicago. "From Like to Loyalty - So They Like You, Now What?" - P&G Future Friendly Case Study.

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  • Connect - avoid bells and whisstles, don’t over engineer Feed the community, leverage your self identified experts - don’t just launch and go dark…..you must feed with ideas and conversation
  • Bring the brand to life through the experiences of women who were living the FF lifestyle and share their content with FF communities to drive additional engagement. Start a ripple effect of change through small acts and motivate women to live a Future Friendly lifestyle.
  • From Like to Loyalty SheSpeaks at M2W Conference

    1. 1. April 13, 2011 From Like to Loyalty: So They "Like" You, Now What?
    2. 2. Social & Digital Change Marketing Dynamics Brand Consumer Traditional Marketing & Media <ul><li>One-way communication </li></ul><ul><li>Brands don’t participate in conversation </li></ul>
    3. 3. The Opportunity: Facilitates Building of Relationship Social & Digital Change Marketing Dynamics New Model – Dialogue & Engage <ul><li>Two-way conversation </li></ul><ul><li>Collaborative </li></ul>Brand Consumer Listen Respond
    4. 4. Q: If a brand or product started a community where you could talk to & influence their products, would you be interested in joining? Women are Interested In Engaging With Brands Foundation of Relationship: Dialogue & Communication Yes, very interested Yes, somewhat interested Not interested 74% 24% 1%
    5. 5. RICH PROFILE INSIGHTS <ul><li>Shopping </li></ul><ul><li>Grocery shops at Whole Foods </li></ul><ul><li>Buys health and beauty products at CVS </li></ul><ul><li>Uses coupons from FSIs </li></ul><ul><li>Entertainment </li></ul><ul><li>Goes out to eat once a week </li></ul><ul><li>Reads Ladies Home Journal </li></ul><ul><li>Watches 12 hours TV week, favorite show Desperate Housewives </li></ul><ul><li>Social Insights </li></ul><ul><li>Checks Facebook daily </li></ul><ul><li>Has 500+ followers on Twitter </li></ul><ul><li>Blogs about family & life </li></ul>Is active on Facebook, Twitter, Has a Blog Spends 1 hour per week doing research before shopping. This is Ann. She is 42. She has 2 children. She lives in Texas. <ul><li>Health </li></ul><ul><li>Friends and family are main source of health info </li></ul><ul><li>Shops at Whole Foods because of organic food </li></ul><ul><li>Worried about health and nutrition for herself and </li></ul><ul><li>for her family </li></ul><ul><li>Food & Cooking </li></ul><ul><li>Tries to cook at least 4 times per week </li></ul><ul><li>Reads and rates recipes on FoodNetwork.com </li></ul><ul><li>Buys fresh fruit and vegetables once a week </li></ul><ul><li>Entertains at least 20 times a year </li></ul>Foundation of Relationship: Know Her
    6. 6. <ul><li>Social is an important channel in the marketing mix </li></ul><ul><li>Demands similar marketing competencies and skills to other channels, but tuned to constant iteration and measurement </li></ul>Social Engagement: Create a Process RECRUIT ENGAGE IMPACT MEASURE
    7. 7. The Value & Benefits <ul><li>Increased Net Promoter Score </li></ul><ul><li>Increased Brand Loyalty </li></ul><ul><li>Build Brand Loyalists & Activists </li></ul><ul><li>Consumer Insights </li></ul><ul><li>Co-Creation </li></ul><ul><li>Blog Posts </li></ul><ul><li>Online Posts (Facebook, etc.) </li></ul><ul><li>Tweets </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Reviews </li></ul><ul><li>Stories </li></ul><ul><li>Sales </li></ul><ul><li>Market Share </li></ul><ul><li>Measurable ROI </li></ul>ECONOMIC SUCCESS UGC EARNED MEDIA BRAND EQUITY
    8. 8. <ul><li>P&G research found most consumers want to lead environmentally friendly lifestyle but won’t sacrifice price or performance </li></ul><ul><li>“ Sustainable Mainstream” accounts for 70% of consumers </li></ul><ul><li>Future Friendly programming focuses on educating and inspiring consumers about how their actions can have a meaningful impact </li></ul>What is Future Friendly?
    9. 9. <ul><li>Build brand advocates who were open to the Future Friendly lifestyle </li></ul><ul><li>Engage users in the Future Friendly Challenge & inspire little acts of conservation </li></ul><ul><li>Build recommendations through personal networks </li></ul><ul><li>Create authentic user generated content about consumer experiences </li></ul>OBJECTIVES The SheSpeaks Future Friendly Program
    10. 10. <ul><li>Invited 5,000 SheSpeaks Moms to join the Future Friendly community </li></ul><ul><li>National program, targeting “Mainstream Moms” </li></ul><ul><li>Messaging focused on how little acts can create a Future Friendly lifestyle </li></ul><ul><li>Future Friendly brand brought to life through the Moms living the lifestyle and sharing their stories </li></ul>SheSpeaks Community Creation
    11. 11. <ul><li>Branded toolkit sent to home includes: </li></ul><ul><li>Explanation of program </li></ul><ul><li>Call to action to take the challenge </li></ul><ul><li>Product sample of Cascade Action Pacs </li></ul>SheSpeaks Created Program Toolkit
    12. 12. Kids Coloring Chart Printable Signs Background on Future Friendly Conservation Vision Printed on scrap paper! Challenge Tracking Tools In-Home Tools
    13. 13. SheSpeaks Created Digital Tools Future Friendly Microsite Central hub for digital tools and Member feedback and sharing Private Discussion Community Badging 5,000+ Views; 1,100+ Comments
    14. 14. Insights Affirmed that women found the Future Friendly lifestyle messaging relevant and worthwhile “ Since I started this everyone in my family is more conscious on what to do not only to save energy and lower bills, but also on how to help save the Earth” “ We pride ourselves on being a green family and just knowing that this product works perfect, saves water and energy makes me very happy”
    15. 15. “ I love the fact that I don’t have to rinse the dishes off and I am saving water and money at the same time. That appeals to me as a single mom that does have a lot of extra time or money.” “ I received my P&G Future Friendly package in the mail today and have already started saving water! I did not pre-rinse or pre-wash my dishes, I just loaded my dishwasher and threw in a Cascade Pac and pushed start! I can’t wait to see how this small change can bring about a positive change!” Insights Women were also surprised and pleased to find out how product performance could make their lives easier and help the environment.
    16. 16. All Photos Become Brand-Owned Content & Can Be Syndicated User-Generated Content
    17. 17. All Videos Become Brand-Owned Content & Can Be Syndicated User-Generated Content
    18. 18. Highest Days of Facebook Engagement: When Posted SheSpeaks Photos SheSpeaks Members are active Facebook fans
    19. 19. 20 + Blog Posts and Counting! Earned Media
    20. 20.
    21. 21.
    22. 22. To Date Reached Over 500,000 on Twitter Twitter – #FutureFriendly
    23. 23. Future Friendly Week
    24. 24. I totally love these. At first I didn’t think I would think the price is worth it. I know it does the job and my dishes also smell fantastic when they come out…It’s really clean smell…My silverware shine so much that I was taken back. <ul><li>Product </li></ul><ul><li>Reviews </li></ul><ul><li>Social </li></ul><ul><li>Sharing </li></ul><ul><li>Brand </li></ul><ul><li>Content </li></ul>
    25. 25. <ul><ul><ul><li>Quantitative Evaluation with Members </li></ul></ul></ul><ul><ul><ul><li>Continue relationships with most active </li></ul></ul></ul><ul><ul><ul><li>SheSpeaks members and seek </li></ul></ul></ul><ul><ul><ul><li>opportunities for deeper engagement </li></ul></ul></ul><ul><ul><ul><li>Refreshed digital tools and social </li></ul></ul></ul><ul><ul><ul><li>engagement strategy </li></ul></ul></ul>Next Steps
    26. 26. Q&A @shespeaking @shespeaksinc @kgaffney @futurefriendly
    27. 27. Carol Milliron, APR SVP, Client Engagement [email_address] 404.276.0076

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