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BlogWell New York Social Media Case Study: Michelin, presented by Carrie Woodward

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In her BlogWell New York presentation, Michelin North America's Digital Consumer Experience Manager, Carrie Woodward, talks about how they took fans of the brand and created a new level of …

In her BlogWell New York presentation, Michelin North America's Digital Consumer Experience Manager, Carrie Woodward, talks about how they took fans of the brand and created a new level of ambassadors.

Based on her experience, she shares her do's and don'ts for finding and empowering your true brand advocates.

Published in: Social Media, Business, Technology

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  • 1. SocialMedia.org Video Case Studies Carrie Woodward “Social community” on the micro level This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 2, 2014 socialmedia.org/blogwell
  • 2. Title / Author / Date / Confidentiality - D?1 “Social Community” on the Micro Level Carrie Woodward @woodwardcarrie Brand Community Manager April 2, 2014 BlogWell – New York #MichelinAPEX
  • 3. Brand Social Communities We wanted to bring it in closer…
  • 4. Influencer For Michelin: An individual that is part of a larger organization that has greater than average reach or impact when it comes to conversations related to the purchase of tires.
  • 5. There are different types of influencers, requiring a broad and diverse base of individuals to engage Media Representatives Motorsports Partners Third Party Testers Dealers / Counter Reps Car Clubs, Forums, Driving Schools
  • 6. Our brand community guiding principles • Create a space where members are encouraged and empowered to participate. • Seek to recognize, curate, and elevate brand/community-sourced content. • Share and communicate both on-line and off- line. • Give our members a sense of purpose and reason to connect; yielding sense of belonging. • Make members Brand Ambassadors who will be the SME’s on the Michelin Brand.
  • 7. Five Stages of the Influencer Strategy
  • 8. Give the Brand Communities an Identity
  • 9. Where we found Brand Ambassadors Our current social channels Car Tuners/OE2 partners that use our products Motorsports Partners Forum Owners & Moderators Car Club Leaders
  • 10. Launched the Platforms • Original Purpose: tools, resources, brand content • What it became: a forum where influencers posted blogs, wrote reviews, shared life experiences and connected on a personal level • Why it benefited the program: personal side of these tools led to personal engagement and a desire for influencers to be a part of this community
  • 11. Empower with experiences
  • 12. Current Status – 2013 year end Members of APEX: 303 (300 = 2013 Goal) Members of FORCE: 254 (150 = 2013 Goal) Content created within platform: – Mi = 223 pieces – BFG = 187 pieces Brand Mentions YTD (Web): – Mi = 96,448 – BFG = 43,094 Product Recommendations (Web): – Mi = 5% (2013 Benchmark to be set this year) (PSAS3) – BFG = 14% (2013 Benchmark to be set this year) (Rival)
  • 13. The Musts Moving Forward • Keep content constant! • Recruit those with bias for the brand • Keep enforcing our messages both on-line & off-line • Benchmark, track & measure
  • 14. Measurement • Look at the success of our influencer efforts holistically: mentions and recommendations • Goal is to increase % of recommendations as result of our efforts with ambassadors • On-line metrics to do so are: – Product recommendations/product mentions = X% – Change in brand mentions Y1/brand mention Y2 • Off-line metrics for measuring recommendation: – Net promoter score
  • 15. Do • Set baseline measurements using historical stats - set goals • Look both on and off-line for people already favorable towards Michelin and bring them closer to the brand – Look for “hand-raisers”: People who like/follow us on social channels » Deepen the relationship to drive recommendations – Find more credible people on target forums and make them ambassadors • Make it personal! Get to know these people • Keep content constant: user-generated and brand created • Create on and off-line tools that promote “talk-ability”
  • 16. Don’t • Build it and expect people to come • Think consumers will share content without asking “What’s in it for me?” • Just make it about Michelin – Let them share their own passions/stories • Underestimate the resources/effort involved to be successful and sustainable • Remember that not all those who follow us on social media are racing enthusiasts – Focus on car enthusiasts with broader “lifestyle” themes
  • 17. Contact Information Carrie Woodward Brand Community Manager @woodwardcarrie carrie.woodward@us.michelin.com
  • 18. 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 New York April 2, 2014 socialmedia.org/blogwell