Building Social Media Best Practices Across Multiple Brands

Building Social Media Best Practices Across Multiple Brands Laying the Groundwork for Building Brands That Matter™ Social Fresh Charlotte

Home & Family - Culinary Lifestyles - Décor - Beauty & Style - Baby & Parenting Essentials - Rubbermaid Food & Home 5 Global Business Units:

Office Products 4 Global Business Units: - Technology - Everyday Writing & Coloring - Fine Writing & Luxury Accessories - Markers, Highlighters, Art & Office Organization

Tools, Hardware & Commercial Products - Industrial Products & Services - Commercial Products - Construction Tools & Accessories - Hardware 4 Global Business Units:

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

Agenda
The Trap of Social Media
Successful Brand Building
Case Studies
Q&A

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

But Are We Rushing
Towards a Bright, Shiny Object?

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

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

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

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?

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

For many brands, this is all too common…

Still, if the social media world looks something like this… Most brands must be present!

Agenda
Case Studies
Q&A

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

“ You don’t need a social media strategy. You need a brand strategy that leverages social media” --Chris Kirubi, Chairman of Coca-Cola Nairobi

“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.

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.

Business / Brand Strategy Integrated Marketing Plan (which may, or may not, include social media!)

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 $$$ !

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?

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

Agenda
Case Studies
Q&A

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

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

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

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

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

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

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

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

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.

Questions?

Building Social Media Best Practices Across Multiple Brands

by Bert DuMars

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Building Social Media Best Practices Across Multiple Brands Presentation Transcript