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Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
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Building Social Media Best Practices Across Multiple Brands

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Many companies jump into social media without fully considering: Fit with brand positioning and target consumer audience; …

Many companies jump into social media without fully considering: Fit with brand positioning and target consumer audience;
and alignment and integration with business strategies and marketing plans.
This presentation discusses a systematic approach to integrate social media into the planning process.

This presentation was originally developed by Lisa Gunther, Bert DuMars and Maria Lopez for the Southeast Association of National Advertisers conference held at Newell Rubbermaid July 29, 2010. Bert DuMars modified this version and presented it at the Social Fresh Charlotte conference on August 16, 2010.

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  • 1. Building Social Media Best Practices Across Multiple Brands Laying the Groundwork for Building Brands That Matter™ Social Fresh Charlotte
  • 2. Home & Family - Culinary Lifestyles - Décor - Beauty & Style - Baby & Parenting Essentials - Rubbermaid Food & Home 5 Global Business Units:
  • 3. Office Products 4 Global Business Units: - Technology - Everyday Writing & Coloring - Fine Writing & Luxury Accessories - Markers, Highlighters, Art & Office Organization
  • 4. Tools, Hardware & Commercial Products - Industrial Products & Services - Commercial Products - Construction Tools & Accessories - Hardware 4 Global Business Units:
  • 5. The Concept
    • Many companies jump into social media without fully considering:
      • Fit with brand positioning and target consumer audience
      • Alignment and integration with business strategies and marketing plans
    • We advocate a systematic approach to integrate social media into the planning process:
    Establish target and brand positioning / purpose Determine priority touchpoints to engage target Prioritize media including social media
  • 6. Agenda
    • The Trap of Social Media
    • Successful Brand Building
    • Case Studies
    • Q&A
  • 7. Social Media is Big & Pervasive
    • Facebook now has over 500 Million Active Users
    • 24 hours of Video are uploaded to YouTube every minute
    • Twitter has surpassed 21 Billion Tweets & Growing
    • A Google Search for “Social Media Expert” yields 1.4 million results
    • A Google Search for “Social Media” Book yields 11 million results
  • 8.
    • But Are We Rushing
    • Towards a Bright, Shiny Object?
  • 9. Avoid the Pitfalls Pitfall #1: Alienating the Core Consumer Pitfall #2: Scaling without a Community Pitfall #4: Lack of Integration Pitfall #3: Online Hype ≠ Business Results
  • 10. Pitfall #1: Alienating the Core Consumer
    • Situation:
    • Motrin launched a TV, print and web campaign targeted at moms
    • Message: Motrin can help relieve pain caused by fashion accessory (aka baby carriers)
    • Action:
    • Angry moms tweeted, asking readers to boycott the product
    • In one weekend, 21,000 viewers of YouTube video “Motrin Ad Makes Moms Mad”
    “ On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin brand, please accept our sincere apology.”
    • Result:
    • Campaign removed from all media
    • Public apology on main site
    • Unplanned investment in crisis management
  • 11. Pitfall #2: Scaling Without a Community
    • Situation:
    • Pressure to scale social media fans & followers
    • Replicate mass coupon exposure and redemption
    • Action:
    • Implement Offers Tab
    • Buy Fans by Giving away 1 bagel to Facebook fans
    • Grow fan base at high velocity
    • Result:
    • Grew Facebook fans from 4,700 to 614,000: Jan. – July, 2010
    • Community built on freebies & coupons
    • Fans trained to expect free product & coupons
  • 12. Pitfall #3: Online Hype ≠ Business Results
    • Situation:
    • Dell has been a pioneer online and in social media
    • Created Twitter account @DellOutlet
    • Action:
    • February 2009, launched a Twitter only promotion with exclusive discounts
    • The number of followers increased dramatically to 1.5 million by August 2010
    • While 2009 Sales reached ~ $7 Million
    • Result:
    • Campaign generated positive ROI but 0.00012% of total annual sales
    • Several questions:
      • Is it scalable?
      • What’s next?
      • Was this the biggest benefit?
  • 13. Pitfall #4: Lack of Integration
    • Situation:
    • In 2009, Ashton Kutcher vowed to beat CNN and become the first Twitter user to have 1 million followers
    • Result:
    • Ashton Kutcher “won”
    • What did CNN get?
      • Synergies between Ashton Kutcher and the CNN brand?
      • Engaged followers?
    • Action:
    • CNN received much coverage about its “race” with Kutcher
    • Larry King accepted the challenge and invited Kutcher to be on his show
  • 14. For many brands, this is all too common…
  • 15. Still, if the social media world looks something like this… Most brands must be present!
  • 16. Agenda
    • The Trap of Social Media
    • Successful Brand Building
    • Case Studies
    • Q&A
  • 17. Brands Fail Because they Lack a Sound Business Strategy Alienated core consumer for an audience that did not believe new brand positioning Undifferentiated brand and competing against Bed Bath & Beyond with better business model And not because of a lack of presence in social media! Ignored changes in consumer behavior
  • 18. “ You don’t need a social media strategy. You need a brand strategy that leverages social media” --Chris Kirubi, Chairman of Coca-Cola Nairobi
  • 19. “Technology is the tail, not the dog.”
    • Define what the brand stands for
      • Target consumer
      • The overall promise to the target consumer
        • Be relevant and compelling
        • Differentiate from the competition
        • Increase value
        • Decrease decision time
    • Determine the brand strategy
      • Promise: What you offer to the consumer
      • Fulfillment: How operations will deliver it consistently
      • Monetization: How you will leverage it to drive profits
    Source: “Brand Strategy First, Social Media Tactics Second”, SanderSays. June 30, 2010.
  • 20. Long Term Relevancy: Consistency and Change
    • What does the future vision of the brand look like?
      • Is it sustainable?
      • Will it be meaningful to consumers three to five years from now?
    • Consistency over time does not mean remaining static
      • Tactics will change depending on internal and external factors such as changes in consumer tastes or introduction of new media
    The “Nike attitude” of having the drive to face challenges head on has remained constant, despite changes in pricing, products and which advertising mediums they used Source: “Managing Brands Over Time”, Strategic Brand Management. 2008.
  • 21. Business / Brand Strategy Integrated Marketing Plan (which may, or may not, include social media!)
  • 22.
    • Using the brand positioning as a guide , the integrated marketing plan starts by defining the brand’s priorities
    Point-of-Purchase? Word-of-Mouth? Celebrity Endorsement? Sampling? Advertising? So many options, so little  and $$$ !
  • 23. How do your target consumers interact with your brand to make purchase decisions? Prioritizing Consumer Touchpoints When and where is the best place to develop a relationship with them?
  • 24. Consumer Touchpoints Model Brand Positioning Grid
    • Pick one or two touchpoints that will have the most impact with consumers, where they
      • Gather information
      • Make purchase decisions
      • Are most open to being influenced / switching
    • Determine the best way to develop a dialog with consumers at priority touchpoints
    1. Category Need / Consider-ation 2. Browsing & Education 3. Brand Awareness 4. Brand Consider-ation & Trial 5. Brand Shopping & Purchase 6. Brand Usage 7. Brand Preference / Recommen-dation / Loyalty
  • 25. Agenda
    • The Trap of Social Media
    • Successful Brand Building
    • Case Studies
    • Q&A
  • 26. Case Study: 1 Establish the brand’s positioning Helping people free space and time for what matters 2 Define the target market Adults who find satisfaction in maintaining an organized lifestyle Determine an unmet need based on consumer insights Old containers have mismatched lids that make it difficult to stay organized 3 Four Platforms Easy Find Produce Saver Lock Its Premier
  • 27. Case Study: 4 Determine the critical parts of the purchase decision tree and how they translate into key consumer touchpoints Consumers research online (blogs, reviews, etc.) and purchase offline 4. Brand Consideration & Trial Packaging clearly communicates clear benefits 5. Brand Shopping & Purchase Trigger Intended Usage Pre-Store Information In-Store Information Brand and Item Choice
  • 28. Case Study: 5 Establish the marketing plan based on the prioritized consumer touchpoints Communicate the snap on lid benefit to the consumer in places where the consumer already seeks information Packaging Advertising Coupons/FSI Social Media
  • 29. Case Study: Develop social media tactics that are aligned with the brand positioning and extend from the marketing plan objectives and strategy Spur conversation about the trials and tribulations of getting organized, maintaining consistency with mass media efforts 6 Social Media TV Spot FSI Great Business Results! +10% Revenues +1.9 points household penetration
  • 30. Case Study: 1 Establish the brand’s positioning The advocate for self expression 2 Define the target market Creative, artistic young adults who seek opportunities to express themselves
  • 31. Case Study: 3 Determine key consumer touchpoints that will have most impact with consumers 4. Brand Consideration & Trial 6. Brand Usage There’s a Sharpie for everything – attract consumers to try new SKU’s Provide outlets for self expression through social media and digital tactics
  • 32. Case Study: 4 Establish the marketing plan based on the prioritized consumer touchpoints Multi-medium campaign emphasizing Sharpie Pen & Sharpie Brand as the tool/ brand for self expression TV Advertising In Store Promotions Digital Social Media
  • 33. Case Study: Develop social media tactics that are aligned with the brand positioning and extend from the marketing plan objectives and strategy 5 Brand and product supported in social media, consistent with overall brand strategy Social Media Efforts Writing Success! +1.2 points market share Became the biggest writing brand in the US
  • 34. The power of social media is clear… … but it can’t replace a solid brand strategy. Ashton Kutcher and Britney Spears have more Twitter followers than the entire populations of Sweden, Israel and Switzerland.
  • 35. Questions?

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