Brite Conference Presentation 4 1 10

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Social Engagement - Brite Conference Presentation

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Brite Conference Presentation 4 1 10

  1. 1. Social Engagement April 1, 2010 Start a Conversation © SheSpeaks, Inc. All rights reserved
  2. 2. Social Media is the future of branding? © SheSpeaks, Inc. All rights reserved 2
  3. 3. © SheSpeaks, Inc. All rights reserved 3
  4. 4. © SheSpeaks, Inc. All rights reserved 4
  5. 5. © SheSpeaks, Inc. All rights reserved 5
  6. 6. Creating social engagement that drives preference and sales »  Consumers are eager to engage with brands: 76% said they would join a brands site if they had the chance to influence, share and receive access information, offers, coupons etc. »  Consumers are researching products online and then buying via other channels: 70% of consumers researched a product online and then bought it in another channel in 2009 »  Preference is Influenced: 85% of consumers claim to have learned about a product to purchase from online channels »  They want to share: 99% of consumers surveyed said they would share product information and coupons with others upon learning more © SheSpeaks, Inc. All rights reserved 6
  7. 7. Social Networks Change Digital Dynamics Traditional Digital Model New Social Digital Model Social Digital Networks Digital Search Search Media Media Engines Engines Properties Properties User Generated Sites Brand Site Brand Site © SheSpeaks, Inc. All rights reserved 7
  8. 8. What’s Changed? »  Speed: of execution, deployment, and impact. Cycle times, from campaign planning to response and reading results, are rapidly decreasing »  Measurability: there is a wealth of new data available, for planning, targeting and analysis, but what’s important? »  Control: consumers have conversations about brands without the brands involvement »  Scale: through social networks, content can scale exponentially »  Consumer Expectations: when a brand participates in a dialogue with consumers, consumers have the expectation that the conversation will continue, actively © SheSpeaks, Inc. All rights reserved 8
  9. 9. Brand Owned vs. Social Network Communities In Social Networks Brand Owned »  Large scale »  Lower scale »  Evolving tools for brands »  No limit to brand control of »  Low control of interface or experience or tools experience »  Brand drives experience, »  Consumer drives experience, consumer participates brand participates »  Brand owns data © SheSpeaks, Inc. All rights reserved 9
  10. 10. Community Marketing: Heinz Example Introduce a new frozen potato product to Moms Encourage discussion about the product to generate insights Drive incremental sales © SheSpeaks, Inc. All rights reserved 10
  11. 11. CASE STUDY: HEINZ New product introduction to 16,000 SheSpeaks Members PROGRAM TACTICS •  Dedicated community and microsite •  Free coupon and pass along offers •  Recipe uploads, product reviews WOM RESULTS •  purchase intent increased 96% •  recommendation intent increased 118% •  250,000 sales MARKETING INSIGHTS •  New flavor launched based on member feedback •  members were unable to locate product, identifying launch distribution issues issues © SheSpeaks, Inc. All rights reserved 1 1
  12. 12. Social Sharing © SheSpeaks, Inc. All rights reserved 12
  13. 13. Aquafresh.com #2, Amazon.com #18, Homemade Mom #19 © SheSpeaks, Inc. All rights reserved 13
  14. 14. Key Takeaways »  Social Networks invite Social Commerce: online social networks are like offline social networks, in that consumers talk about brands, purchases, and make recommendations »  New Skills are Needed: brand managers needs new capabilities, skills, and processes to manage and seize new digital opportunities »  Brands Can Own Part of the Conversation: brand-led and owned dialogue is an important part of the new digital mix »  Data and Measurability Grow in Importance: while some of the metrics may be new, and cycle times faster, core measurement and optimization capabilities can be applied to new digital and social opportunities to drive positive ROI © SheSpeaks, Inc. All rights reserved 14
  15. 15. Thank You! Aliza Freud" Founder & CEO aliza@shespeaks.com" 212.830.9882 © SheSpeaks, Inc. All rights reserved 15

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