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, visit us at wommauk.org.

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How Braun used wom to drive brand strategy.ppt

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

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