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How Braun used wom to drive brand strategy.ppt

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Trufflenet and Porter Novelli's presentation to WOMMA UK members on how Braun used word of mouth listening and engagement to influence brand strategy with female beauty products. If you like this, ...

Trufflenet and Porter Novelli's presentation to WOMMA UK members on how Braun used word of mouth listening and engagement to influence brand strategy with female beauty products. If you like this, visit us at wommauk.org.

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    How Braun used wom to drive brand strategy.ppt How Braun used wom to drive brand strategy.ppt Presentation Transcript

    • HOW WOM INFLUENCES BRAND STRATEGY
      WOMMA Case study, January 2011
    • Beauty & social media nothing new
      WOMMA case study, January 2011
      2
    • But Braun new to social media
      Excited by social media – uncertain about scope
      No online orders capacity
      Needed to determine role in marketing mix
      Unclear about hair removal in social media
      Social listening study is critical before developing strategic recommendations
      WOMMA case study, January 2011
      3
      X
      X
      ?
    • Our methodology
      Automated search for concepts and brands
      Intelligent human analysis of themes and meaning
      Filtered according to demographic information
      Sample size of 20,000 mentions
      Partnership with digital and client team for devising recommendations
      WOMMA case study, January 2011
      4
    • Key finding: Twitter’s limited potential
      WOMMA case study, January 2011
      5
    • Strategic impact: Change the type of content produced
      WOMMA case study, January 2011
      6
    • Key finding: Brands not always welcome
      WOMMA case study, January 2011
      7
    • Strategic impact: Provide engaging, relevant content
      WOMMA case study, January 2011
      8
      Experts
      Top tips
      Style info
      ‘How to...’
      Did you know?
    • Key finding: Authenticity requires honesty
      WOMMA case study, January 2011
      9
    • Strategic impact: Create a personality that stands for something
      WOMMA case study, January 2011
      10
    • Key finding: Long tail, greater opportunity
      WOMMA case study, January 2011
      11
    • How Braun responded
      WOMMA case study, January 2011
      12
    • Key challenges
      Demonstrating value of listening techniques and integration into PR programmes
      Explaining key messages for client audiences with very different knowledge levels
      Recommendations that were ambitious yet realistic
      Sustaining an always on solution
      WOMMA case study, January 2011
      13
    • Where next?
      WOMMA case study, January 2011
      14
      • Watch this space! – www.facebook.com/braunbeauty
      • Pushing other engagement opportunities, eg, competitions, quizzes, etc
      • Paid for page support via Facebook engagement ads to drive ‘likes’
      • Brand considering other category opportunities
      • Learn & update, learn & update, learn & update…..
    • What we’d do differently
      More nuanced sentiment analysis for greater insight
      6 month ‘temperature check’ to spot key developments
      Compare Fabulous Me demographic to wider audiences
      WOMMA case study, January 2011
      15
    • ANY QUESTIONS?