From Like to Loyalty SheSpeaks at M2W Conference

April 13, 2011 From Like to Loyalty: So They "Like" You, Now What?

Social & Digital Change Marketing Dynamics Brand Consumer Traditional Marketing & Media
One-way communication
Brands don’t participate in conversation

The Opportunity: Facilitates Building of Relationship Social & Digital Change Marketing Dynamics New Model – Dialogue & Engage
Two-way conversation
Collaborative
Brand Consumer Listen Respond

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%

RICH PROFILE INSIGHTS
Shopping
Grocery shops at Whole Foods
Buys health and beauty products at CVS
Uses coupons from FSIs
Entertainment
Goes out to eat once a week
Reads Ladies Home Journal
Watches 12 hours TV week, favorite show Desperate Housewives
Social Insights
Checks Facebook daily
Has 500+ followers on Twitter
Blogs about family & life
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.
Health
Friends and family are main source of health info
Shops at Whole Foods because of organic food
Worried about health and nutrition for herself and
for her family
Food & Cooking
Tries to cook at least 4 times per week
Reads and rates recipes on FoodNetwork.com
Buys fresh fruit and vegetables once a week
Entertains at least 20 times a year
Foundation of Relationship: Know Her

Social is an important channel in the marketing mix
Demands similar marketing competencies and skills to other channels, but tuned to constant iteration and measurement
Social Engagement: Create a Process RECRUIT ENGAGE IMPACT MEASURE

The Value & Benefits
Increased Net Promoter Score
Increased Brand Loyalty
Build Brand Loyalists & Activists
Consumer Insights
Co-Creation
Blog Posts
Online Posts (Facebook, etc.)
Tweets
Videos
Photos
Reviews
Stories
Sales
Market Share
Measurable ROI
ECONOMIC SUCCESS UGC EARNED MEDIA BRAND EQUITY

P&G research found most consumers want to lead environmentally friendly lifestyle but won’t sacrifice price or performance
“ Sustainable Mainstream” accounts for 70% of consumers
Future Friendly programming focuses on educating and inspiring consumers about how their actions can have a meaningful impact
What is Future Friendly?

Build brand advocates who were open to the Future Friendly lifestyle
Engage users in the Future Friendly Challenge & inspire little acts of conservation
Build recommendations through personal networks
Create authentic user generated content about consumer experiences
OBJECTIVES The SheSpeaks Future Friendly Program

Invited 5,000 SheSpeaks Moms to join the Future Friendly community
National program, targeting “Mainstream Moms”
Messaging focused on how little acts can create a Future Friendly lifestyle
Future Friendly brand brought to life through the Moms living the lifestyle and sharing their stories
SheSpeaks Community Creation

Branded toolkit sent to home includes:
Explanation of program
Call to action to take the challenge
Product sample of Cascade Action Pacs
SheSpeaks Created Program Toolkit

Kids Coloring Chart Printable Signs Background on Future Friendly Conservation Vision Printed on scrap paper! Challenge Tracking Tools In-Home Tools

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

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”

“ 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.

All Photos Become Brand-Owned Content & Can Be Syndicated User-Generated Content

All Videos Become Brand-Owned Content & Can Be Syndicated User-Generated Content

Highest Days of Facebook Engagement: When Posted SheSpeaks Photos SheSpeaks Members are active Facebook fans

20 + Blog Posts and Counting! Earned Media

To Date Reached Over 500,000 on Twitter Twitter – #FutureFriendly

Future Friendly Week

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.
Product
Reviews
Social
Sharing
Brand
Content

Quantitative Evaluation with Members
Continue relationships with most active
SheSpeaks members and seek
opportunities for deeper engagement
Refreshed digital tools and social
engagement strategy
Next Steps

Q&A @shespeaking @shespeaksinc @kgaffney @futurefriendly

Carol Milliron, APR SVP, Client Engagement [email_address] 404.276.0076

From Like to Loyalty SheSpeaks at M2W Conference

by SheSpeaksInc on May 13, 2011

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From Like to Loyalty SheSpeaks at M2W Conference — Presentation Transcript