# Handing your brand to consumers Addressing the risks and realising the benefits

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# Handing your brand to consumers Addressing the risks and realising the benefits-

Jackie Maxted Founder and CEO

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  • # Handing your brand to consumers Addressing the risks and realising the benefits

    1. 1. Handing your brand to consumers Addressing the risks and realising the benefits Jackie Maxted Founder and CEO
    2. 2. beautyheaven is in the business of helping marketers incorporate social networking into their mix <ul><li>Editorial integration </li></ul><ul><li>Forums </li></ul><ul><li>Sponsorship (with comments) </li></ul><ul><li>Sampling (with feedback) </li></ul><ul><li>Promotions </li></ul><ul><li>Product Listings (with reviews) </li></ul><ul><li>Advertising in a highly targeted environment where women talk to each other </li></ul>
    3. 3. beautyheaven is a brand that has experienced the upsides and downsides of consumer interaction “ Thank you so much for making beautyheaven such an interesting and interactive website…..” “ It’s just taken me like 20 minutes to get into the site! …It’s really annoying  ” I can’t find my way around the new homepage. Everything’s changed! “ What’s going on? I hate the changes you have made to the membership program.” “ I’m really addicted to this site and have bought products that have been discussed in this forum, products in which I have never heard of before ….” “ Beautyheaven you are doing a brilliant job!! The site is amazing, I’m putting as many of my friends on to it as I can……”
    4. 4. In talking to marketers, we’ve heard some pretty consistent objections to integration of social networking into the marketing mix Can I edit the reviews to make it sound better? What if someone writes a bad review? That feedback isn’t representative of MY consumers But I need to approve the reviews first! Can we only post the good ones? We have strict guidelines – it would need to be more scripted
    5. 5. We do understand where marketers are coming from as what they are really saying is……. “ I’m worried we will lose control of the brand image – which is strongly protected by local and global guidelines.” “ We’re in a risk averse environment right now – I don’t want to be a trail blazer or rock the boat.” “ I’ll never get this through my approval processes or my legal department.” “ I’m not sure where to start – it seems too big, too complex but niche. I’ll catch up when it is more mainstream.” “ I’m at 100% capacity – I just can’t take on any extra work right now and this seems like a lot of work.” “ The benefits are intangible. I can’t justify this as there is no obvious way to work out ROI”
    6. 6. Marketers that have embraced social media have found that when it goes right, it can be a marketers utopia 20 real consumer comments “ Thanks to Melmeko’s review I bought this little treasure!! x oxoxo” “ I haven’t tried ROC products in the past but I found Melmeko’s review very helpful and am considering purchasing the moisturiser. Great reviews girls!”” “ My favourite aspect of BH is the reviews and I usually consult before buying new products.” “ I have heard of the brand and seen it in my local Priceline. When I have finished my current moisturiser I will give this a shot, as they all sound promising.” “ I was so lucky to have been given the opportunity to trial this product. Normally I am quite cautious of trying new skincare (in fear of my skin reacting badly or breaking out) This ROC moisturiser was actually quite fabulous …. I will definitely be buying this product again (and perhaps some other ROC products too)”
    7. 7. Understanding where social media fits in is about understanding the role of marketing Broad objectives of marketing Potential contribution of social networking <ul><li>Consumer and Competitive Insight </li></ul><ul><li>Consumer insight – likes/dislikes </li></ul><ul><li>Competitive insight – consumer views and competitor activity </li></ul><ul><li>Polls/forums </li></ul><ul><li>User reviews and ratings </li></ul><ul><li>Consumers input into NPD </li></ul><ul><li>Ask for ideas </li></ul><ul><li>Consumer design of packaging </li></ul><ul><li>Name our new product, next flavour </li></ul><ul><li>Gain feedback on existing NPD </li></ul><ul><li>Consumers generating WOM recommendations </li></ul><ul><li>Ask what they think of your advertising </li></ul><ul><li>Consumers make their own ads for your brand </li></ul><ul><li>Advertising in relevant forums, editorial integration </li></ul><ul><li>Sample products then ask for feedback </li></ul><ul><li>Prizes for best and most helpful testimonial of the month </li></ul><ul><li>New channels of distribution </li></ul><ul><li>“ Click to buy” options in most relevant environments </li></ul>
    8. 8. Top 5 tips for incorporating social marketing elements into your mix
    9. 9. Top 5 tips for incorporating social marketing elements into your mix <ul><li>Pick an environment where people are sharing </li></ul>
    10. 10. Top 5 tips for incorporating social marketing elements into your mix <ul><li>Pick an environment where people are sharing </li></ul><ul><li>Move away from “corporate messaging” to a conversational/human tone </li></ul>26 February 2009 | 8:30am | Posted by Editor I’m in bride mode. Don’t get too excited, I haven’t gone from single gal to bridezilla overnight, mum’s getting married! So, flanked by my big and little sisters, I’m on bridesmaid duty, which given my day job, also encompasses beauty duty. And in the spirit of giving – and because weddings make me super, duper gooey inside – today I’m sharing everything I’ve learnt with brides to be Australiawide.
    11. 11. Top 5 tips for incorporating social marketing elements into your mix <ul><li>Pick an environment where people are sharing </li></ul><ul><li>Move away from “corporate messaging” to a conversational/human tone </li></ul><ul><li>Dedicate resources </li></ul><ul><li>“ Social networking resources in a marketing team have become as vital as the consumer services and consumer insights teams which are the brand’s vital link with existing and potential consumers.” </li></ul>
    12. 12. Top 5 tips for incorporating social marketing elements into your mix <ul><li>Pick an environment where people are sharing </li></ul><ul><li>Move away from “corporate messaging” to a conversational/human tone </li></ul><ul><li>Dedicate resources </li></ul><ul><li>Get to know your consumer in a moderated environment </li></ul>Mass market Highly targeted Moderated Not moderated Start here
    13. 13. Top 5 tips for incorporating social marketing elements into your mix <ul><li>Pick an environment where people are sharing </li></ul><ul><li>Move away from “corporate messaging” to a conversational/human tone </li></ul><ul><li>Dedicate resources </li></ul><ul><li>Get to know your consumer in a moderated environment </li></ul><ul><li>Don’t ignore – act on feedback! </li></ul><ul><li>Join the forum </li></ul><ul><li>Ask for ideas </li></ul><ul><li>Offer samples </li></ul><ul><li>Give more information </li></ul><ul><li>Suggest alternatives </li></ul><ul><li>Change your communication </li></ul><ul><li>Foster brand advocates </li></ul><ul><li>Acknowledge and thank constructive contributors </li></ul>
    14. 14. Top 5 tips for incorporating social marketing elements into your mix <ul><li>Pick an environment where people are sharing </li></ul><ul><li>Move away from “corporate messaging” to a conversational/human tone </li></ul><ul><li>Dedicate resources </li></ul><ul><li>Get to know your consumer in a moderated environment </li></ul><ul><li>Don’t ignore – act on feedback! </li></ul>
    15. 15. A final thought.......... Do marketers need to take a score-card approach to measure, track and report on the exposure of the brand through social networking? <ul><li>Now: </li></ul><ul><li>what they’re saying, what we’ve done, lessons learned </li></ul><ul><li>Future: </li></ul><ul><li>total feedback </li></ul><ul><li>positive feedback: negative feedback </li></ul><ul><li># of individual feedback by site </li></ul><ul><li>constructive/actionable feedback </li></ul><ul><li>response to actionable feedback </li></ul>

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