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Presentation by Stephen Brown, Managing Director of Cohn & Wolfe Atlanta. This presentation was given at the PR Newswire / Business Development Institute Social Media & Content Marketing Leadership ...

Presentation by Stephen Brown, Managing Director of Cohn & Wolfe Atlanta. This presentation was given at the PR Newswire / Business Development Institute Social Media & Content Marketing Leadership Forum held in Atlanta, GA on Nov. 15, 2011.

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  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • Data from Mintel Report and Baby Center studies.With reports pointing to “moms” purchasing power as $1.7 trillion CW segmented the MOM demographic to uncover the “best ways” to reach her. After all, not all moms are searching for the same topics and toys. Insights from these mom segments better informs engagement strategies. With Mattel’s product offering in mind, we’ve categorized moms throughout the various stages of play: New & expectant moms Preschool to Primary momsTweens to Teens momsWe uncovered the 4Ws to understand each mom category: WHY do they go online? WHAT are they doing online? WHERE do they go online? WHO is their biggest influence online? It’s also important to know HOW they get there…Discuss key points of each segment.New & expectant moms: * More likely to be avid users of social media, making it easier for them to solicit and share recos * More likely than their older counterparts to make purchases based on the recos of family, friends and other momsPre-school to Primary moms:* Spends more time looking for deals when compared to N&E and T&T
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.
  • InsightsThrough a trained team of digital analysts using a portfolio of tools, we uncover digital intelligence to guide our clients’ digital and social media strategies. This includes online conversation analysis, search analysis, digital influencer evaluation, and analysis of our clients’ online properties (e.g., traffic sources, content performance, conversion optimization). We seek to understand the digital behaviors of the audiences that are most important to our clients in order to enhance reach and relevance. We use all of this data to determine the baseline for program measurement and success, and to continuously learn and optimize programs in progress. InfrastructureEven the most strategic and inventive digital programs will fail if critical infrastructure issues are not addressed. For this reason, Cohn & Wolfe consults with clients to develop policies, procedures, processes and guidelines; conducts digital and social media trainings for client teams; and collaborates closely with corporate IT departments to ensure that employees have access to sites, software and other resources required for implementation. We also work with our clients, in many cases, to re-organize their Marketing and Communications functions to be more adept in the digital/social media space. InfluenceA natural extension of our communications and media relations capabilities, Cohn & Wolfe engages top digital influencers in our clients’ stories by activating bloggers, engaging online communities and proactively and reactively addressing issues and crisis online. We think about influence in three ways:Proactive – Package stories that reinforce the core messages of the brand and leverage relationships to engage digital influencers to generate earned placements in online channels.Opportunistic – Monitor daily news and online conversations in real-time, and aggressively promote the client’s brand into the conversation in a manner that demonstrates relevance to key audiences.Defensive – Build a robust digital crisis communications strategy that takes into account the velocity of social media to protect a brand’s reputation against its detractors. ExperiencesIn order to most effectively engage influencers and broader stakeholder audiences, we create compelling multi-format content and digital experiences. Depending on the target audience and business objectives, this may involve the creation of a brand presence on platforms like Facebook, Twitter and YouTube. In other cases, we partner with our clients to create proprietary websites and digital experiences to meet their needs. Importantly, we deliver an end-to-end solution that includes strategy, design, development, optimization, promotion and ongoing management/moderation. ListeningAs a foundation to all activity in social media, we establish 24x7 social media monitoring protocols to understand in an instant the perception of our client’s brand and to evaluate opportunities to introduce the brand into online conversation trends or to alert and track issues in times of crisis.

Snapshot of the Social Media Landscape for Consumer-Facing Brands Presentation Transcript

  • 1. Snapshot of the Social Media Landscapefor Consumer-Facing Brands November 2011
  • 2. OUR MISSIONCohn & Wolfe Digital digs deep to uncover insights from onlineconversations and behavior, imagines breakthrough digital experiences to drive engagement, andactivates influencers to create energized and sustained brand relationships that build, enhanceand protect reputation, driving measureable business results.
  • 3. Cohn & Wolfe Digital Strategic Framework & Services Uncover digital Create social media Extend brand reach Build experiences intelligence to build foundation to drive and reputation. and breakthrough better brands. strategy. digital programs. • Digital Influencer • Content Strategy & • Enterprise Social • Digital Influencer Relations Optimization Media Strategy Identification • Blogger Engagement • Sites, Apps, Widgets, • Policies, Processes, • Online Conversation Pod/Vodcasts Councils and • Online Community Analysis organizational Engagement • Digital Footprint • Digital Assessments Design Activation • Online Reputation • Measurement, Analy • Digital Management / Issues • Crowdsourcing tics, ROI Metrics Education, Immersio & Crisis Management Platforms ns and Skill Building • Social Newsrooms • Enterprise Intranets Cohn & Wolfe Digital Capabilities – 11/21/2011 – 3
  • 4. Looking at Data in New Ways…
  • 5. Consumers vs. Brands Expectations • Digital Influencer • Content Strategy & • Enterprise Social • Digital Influencer Relations Optimization Media Strategy Identification • Blogger Engagement • Sites, Apps, Widgets, • Policies, Processes, • Online Conversation Pod Vodcasts Councils and • Online Community Analysis organizational Engagement • Digital Footprint • Digital Assessments Design Activation • Online Reputation • Measurement, Analy • Digital Management / Issues • Crowdsourcing tics, ROI Metrics Education, Immersio & Crisis Management Platforms ns and Skill Building • Social Newsrooms • Enterprise Intranets Cohn & Wolfe Digital Capabilities – 11/21/2011 – 5
  • 6. The Mistake Brands Make With Moms Uncover digital Create social media Extend brand reach Build experiences intelligence to build foundation to drive and reputation. and breakthrough better brands. strategy. digital programs. • Digital Influencer • Content Strategy & • Enterprise Social • Digital Influencer Relations Optimization Media Strategy Identification • Blogger Engagement • Sites, Apps, Widgets, • Policies, Processes, • Online Conversation Pod Vodcasts Councils and • Online Community Analysis organizational Engagement • Digital Footprint • Digital Assessments Design Activation • Online Reputation • Measurement, Analy • Digital Management / Issues • Crowdsourcing tics, ROI Metrics Education, Immersio & Crisis Management Platforms ns and Skill Building • Social NewsroomsNot all moms are the same… • Enterprise Intranets Cohn & Wolfe Digital Capabilities – 11/21/2011 – 6
  • 7. Sample Customer Data for CPG Client Mom Throughout the „Stages of Play‟ New & “Preschool “Tweens General Expectant to Primary” to Teens” Adult Moms Moms Moms WomenONLINE HABITS ONLINE HABITS ONLINE HABITS ONLINE HABITSReview Facebook, Twitter, discount Facebook, Twitter, brand Facebook and Twittersites, Facebook, Twitter sites, group discount sites, mommy sites, mommy blogs blogsONLINE MOTIVATION ONLINE MOTIVATION ONLINE MOTIVATION ONLINE MOTIVATIONSpend the most time looking for Spend 25% more time shopping Contribute as “experienced Staying in touch with friends andrecommendations on purchases online for their families mommies”, review, recommend familyand tips about early motherhoodPURCHASE PATH PURCHASE PATH PURCHASE PATH PURCHASE PATH62% find recommendations an 57% spend more time looking for 67% purchase products 73% find familiar brands animportant part of purchasing discounts and coupons than N&E based on child‟s request important part of purchasing and T&TINFLUENCE FACTORS INFLUENCE FACTORS INFLUENCE FACTORS INFLUENCE FACTORSMommy bloggers, peer Peer Familiar with brands and primarily Familiar with brands and primarilyrecommendations recommendations, discounts acts as influencer to others influences others
  • 8. Consumer Digital Trends: 2012(1) Higher Barrier (2) New Platforms (3) Brands as (4) Social Commerce (5) Deriving Value in To Engagement Curators Movement Social Media
  • 9. (1) Higher Barrier to Engagement
  • 10. Higher Barrier to Engagement:A More Customized Social ExperienceFacebook enhancements and new • Content Strategy & Optimizationfeatures will change the way that • Sites, Apps, Widgets,consumers experience brand content: Pod Vodcasts • Digital Footprint• Timeline: a digital autobiography Activation • Crowdsourcing based on your photos, posts and Platforms other life events • Social Newsrooms • Enterprise Intranets• Ticker: feature that lets you see friends’ activities as they happen and a more robust means for prioritizing content that is important to you Cohn & Wolfe Digital Capabilities – 11/21/2011 – 10
  • 11. Higher Barrier to Engagement:A More Customized Social Experience New ticker feature delivers • Digital Influencer • Enterprise Social Media Strategy real-time information of Identification • Online Conversation • Policies, Processes, friend (and brand) activities Councils and Analysis organizational • Digital Assessments Design • Measurement, Analy • Digital tics, ROI Metrics Education, Immersio ns and Skill BuildingAdditional newsfeed editing control for consumers Cohn & Wolfe Digital Capabilities – 11/21/2011 – 11
  • 12. Higher Barrier to Engagement:A More Customized Social ExperienceWhat it mean for brands• More than ever, content must be engaging and consistent• With real-time interactions streaming, there is more clutter and noise to break through• Consumers will constantly curate and can easily turn off uninteresting content that doesn’t grab them Cohn & Wolfe Digital Capabilities – 11/21/2011 – 12
  • 13. Higher Barrier to Engagement:Imagining the Potential for Brands • Digital Influencer • Content Strategy & • Enterprise Social • Digital Influencer Relations Optimization Media Strategy Identification • Blogger Engagement • Sites, Apps, Widgets, • Policies, Processes, • Online Conversation Pod Vodcasts Councils and • Online Community Analysis organizational Engagement • Digital Footprint • Digital Assessments Design Activation • Online Reputation • Measurement, Analy • Digital Management / Issues • Crowdsourcing tics, ROI Metrics Education, Immersio & Crisis Management Platforms ns and Skill Building • Social Newsrooms • Enterprise Intranets Cohn & Wolfe Digital Capabilities – 11/21/2011 – 13
  • 14. (2) New Platforms &More Places to Engage
  • 15. More Places to Engage:Brand Adoption of New Platforms• Tumblr – Not a just new shiny object • Content Strategy & – Tumblr offers the best of both worlds (ie, Facebook Optimization and Twitter) with an easy and simple way for users • Sites, Apps, Widgets, Pod Vodcasts to post text, images, videos, links and audio • Digital Footprint – 30+ million tumblr blogs, more than Wordpress Activation • Crowdsourcing – Tripled in unique visitors since last year Platforms • Social Newsrooms• Impact for brands • Enterprise Intranets – Majority of audience is coveted 18-34 year-old audience – Extends reach beyond crowded Twitter and Facebook channels – Authentic convergence of editorial and aggregated content, which is key to unlocking consumer engagement and share-ability Cohn & Wolfe Digital Capabilities – 11/21/2011 – 15
  • 16. More Places to Engage: Google Plus or Google Minus?• Current State of Google Plus • Content Strategy & – More than 40 million active users Optimization • Sites, Apps, Widgets, – 100 features launched in 90 days Pod Vodcasts – Over 3.4 billion photos have been shared • Digital Footprint Activation – Pending launch of Google Plus App • Crowdsourcing Platforms • Social Newsrooms HOWEVER… • Enterprise Intranets• Signs Pointing at Google Minus – Traffic has significantly dropped since launch – Brand pages still in beta testing – Questionable social network track record: Orkut, Wave, Buzz… Cohn & Wolfe Digital Capabilities – 11/21/2011 – 16
  • 17. (3) Brands as Curators:A Shifting Content Strategy
  • 18. Brand as Curator “We don‟t have an information shortage; we have an attention shortage. There‟s always someone who‟s going to supply you with information that you‟re going to curate. ” - Seth GodinBreaking through information overload by telling a brand story withcontent that is relevant and compelling, but not necessarily theirown, requires new thinking in content strategy. Branded Content Brand searches, organizes and shares the most relevant content, acts as aggregator Product-Centric Content Brand to offer content that broadens its voice on a specific topic, identifies relevance Brand as the Storyteller Brand narratives can be done through consumer experiences and reviews Cohn & Wolfe Digital Capabilities – 11/21/2011 – 18
  • 19. Brand as Curator Example:Disney’s “Let the Memories Begin” Cohn & Wolfe Digital Capabilities – 11/21/2011 – 19
  • 20. (4) Social Commerce Movement:Connecting Social Media to Value
  • 21. Social Commerce MovementMoving the shopping experience closer to the social experience• SocialInfluencer has an expanded role for consumers and brands • Digital media• Harnesses influence and WOM inherent in social media to drive Identification • Online Conversation transactions and transaction visibility Analysis • Digital Assessments• Shift ROI Metrics • Measurement, Analy tics, in online activities and shopping behavior of consumers Converse & Share Content Reviews, recommendations and referrals Content Strategy Commerce strategy Virtual Goods Transaction of real goods Cohn & Wolfe Digital Capabilities – 11/21/2011 – 21
  • 22. Social Commerce Movement:E-Commerce Becomes Social Butterfly• F-Commerce (Facebook Commerce) – Storefront on brand pages offering products and services – Sales transaction occurs within platform and with real currency – Two to four percent conversation rate  on par with web stores “In three to five years, 10 percent to 15 percent of total consumer spending in developed countries may go through sites such as Facebook” -- IDC Consulting Cohn & Wolfe Digital Capabilities – 11/21/2011 – 22
  • 23. Social Commerce Movement:Facebook Storefront Examples Cohn & Wolfe Digital Capabilities – 11/21/2011 – 23
  • 24. Social Commerce Movement:Deal Site Domination• Many companies active in group purchasing – Groupon deals redeemable through a company’s e- commerce platform – Deals amplified in social space via mommy bloggers• Niche group purchasing sites increasing• Google has launched “Google Offers” similar to Groupon, LivingSocial, etc.• Captured psychology of the deal, but not driving sustained loyalty Cohn & Wolfe Digital Capabilities – 11/21/2011 – 24
  • 25. (5) Deriving Value in Social Media:Measurement & ROI
  • 26. Deriving Value in Social Media:Social Media ROI Assessed by Marketers• Social media baselines with The Value of a Fan brands are well established, but marketers want more• CMO perspectives on ROI prevail: an insistence on quantifiable value• Uncertainty about the true value of social media• Lack of consensus on measurement methodology, true value of a fan
  • 27. Measurement ApproachA process to drive optimization and demonstrate measureable business impact: Define Launch Quantify Establish KPIs Process & Benchmark Measure Campaign Impact & ROI Inputs Optimize • Earned Channel Awareness & Engagement • Volume of Online Conversations (i.e., Posts) • Reach of Online Conversations (i.e., Impressions) • Sentiment of Online Conversations Reputational • Share of Voice Online • Subject Matter of Online Conversations KPIs • Owned Channel Awareness & Engagement • Social Connections (e.g., Facebook fans, Twitter followers, YouTube subscribers) • Social Engagement (e.g., blog comments, Facebook interactions, Foursquare check-ins) • Revenue Attributed to Social Media • Online (Brand.com) Conversions of Traffic from Social Media Sources • Offline Conversions Driven by Social Media Initiatives (e.g., Redemption of Offers In-Store) Financial KPIs • Cost Savings Attributed to Social Media • Reduction in Support Center Calls • Recovery of a Dissatisfied Customer • Operational Efficiencies through Social Communication Technologies
  • 28. LET’S CONNECTStephen M. BrownFacebook and LinkedIn: Stephen Michael BrownTwitter: @stephenatl Hashtag: #cohnwolfeTwitter: @cohnwolfe Website: www.cohnwolfe.com