BlogWell Chicago Social Media Case Study: Moen, presented by Ginny Long
 

BlogWell Chicago Social Media Case Study: Moen, presented by Ginny Long

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In her BlogWell Chicago presentation, Moen's Director of Digital and Direct Marketing, Ginny Long, talks about their phased approach to adapting different social media platforms. ...

In her BlogWell Chicago presentation, Moen's Director of Digital and Direct Marketing, Ginny Long, talks about their phased approach to adapting different social media platforms.

She outlines the steps they took to figuring out the best way to engage their community and how blogger outreach ended up being a key source of finding their fans.

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BlogWell Chicago Social Media Case Study: Moen, presented by Ginny Long BlogWell Chicago Social Media Case Study: Moen, presented by Ginny Long Presentation Transcript

  • SocialMedia.org Video Case Studies Ginny Long Moen’s Social Media Journey Driving Fan Engagement This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell
  • Moen’s Social Media Journey Driving Fan Engagement
  • Phased Approach 7/9/2013 2 Twitter Feb ‘11 Social Monitoring Dec ‘09 Learning Loops Jun ‘10 Facebook Dec ‘10 Blogger Outreach Aug ‘11 Emerging Platforms Oct ‘11, Feb ‘12 Social Media Advisory Feb ‘12 Kitchen & Bath Industry Show April ‘12 Content Strategy Mar ‘12 Twitter Chats Sept‘12
  • Social Monitoring 7/9/2013 3
  • Social Learning Loops • Launch need-based initiatives as stand alone test “campaigns” • Learn before committing resources • Define timeframe/success criteria for campaigns, then determine longer- term strategy 7/9/2013 4
  • • Constant integration with representatives in consumer services • Immediate consumer support and resolution via social channels • Adding consumer services associate to daily Facebook moderation Consumer Services Integration 7/9/2013 5
  • Identified Key Blogger Influencers • Based on unique audience size and alignment to brand/product content/theme • Build longer-term relationships to drive advocacy and influence Initiated Relationships • Track ongoing relationship • Tested sampling opportunities • Hosted two bloggers at Inspire PR Blogger Relationships • Aligned to traditional media outlets or existing relationships • PR/Online ongoing collaboration to effectively manage blogger relationships Blogger Outreach 7/9/2013 6
  • These top 10 DIY/Design Bloggers reach over 1.6M unique consumers every month 7/9/2013 7
  • • Awareness-driving program • Select group of bloggers targeted to review product • Bloggers organized by total reach, industry alignment and existing relationship • Bloggers offered additional product if giveaway desired Blogger Outreach 7/9/2013 8
  • Emerging Social Platforms I need to eat I ate This is where I ate This is where I wish I ate Look at what I ate See how I ate Let’s all eat together I’m good at eating 7/9/2013 9privileged and confidential Because there are nuances in how consumers communicate on the various sites, Moen’s social efforts strategically evolve with new platform introductions.
  • Moen Social Platforms – Sample Strategies • • • • • • • • • • • • • 7/9/2013 10
  • Expanded social marketing efforts drove a 186% increase in fan/followers 7/9/2013 11privileged and confidential
  • Social Media Advisory GBM Social Strategy, SMA Coordination & Communication GBM Emily & Angela Support from Critical Mass Data Seekers & Research Research: Carolyn Kmieck Prod Quality: John Adamo Brand & Corporate Communications Brand: Beth Wallick Support from Falls Operations Prod Quality: John Adamo Customer Svc: Marcus Walker Business Unit Liaisons WBU: Jami Schneider Commercial: Kristin Meyers Retail: Brittany Bialowas CSI: Tammy Howard Agencies: BU Partners Organization and Marketing Leadership Social Media Advisory A cross-functional panel of social media stakeholders within Moen and agency partners 7/9/2013 12
  • • Monthly content themes of conversations • Test-and-learn with different types of content • Infographics • Twitter chats Social Content Strategy 7/9/2013 13
  • Phased Approach 7/9/2013 14 Twitter Feb ‘11 Social Monitoring Dec ‘09 Learning Loops Jun ‘10 Facebook Dec ‘10 Blogger Outreach Aug ‘11 Emerging Platforms Oct ‘11, Feb ‘12 Social Media Advisory Feb ‘12 Kitchen & Bath Industry Show April ‘12 Content Strategy Mar ‘12 Twitter Chats Sept‘12
  • Thank you! Ginny Long Director, Online and Direct Marketing Moen Incorporated 440-962-2019 ginny.long@moen.com @moen 7/9/2013 15privileged and confidential
  • Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell