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How Big Brands Use
   Social Media
      #brandcampu
     October 8, 2010
Presented by
              Lynne d Johnson,
              SVP Social Media, The ARF

Twitter: @lynneluvah
email: lynne@lynnedjohnson.com
Slideshare: www.slideshare.net/lynneluvah
Big Brands
Social Media
!"#$%& '()$%Social Media #FAIL
Big Brands + *%$& +, !-##(..




                   Source: Fast Company August 28, 2009
!"#$%& '()$%Social"+ !,##(--
 Big Brands + *%$& Media #FAIL
Big Brands + Social Media #FAIL

»"Many	
  people	
  dream	
  of	
  success.	
  Success	
  can	
  only	
  be	
  achieved	
  
  through	
  repeated	
  failure	
  and	
  introspec:on.	
  Success	
  represents	
  
  the	
  one	
  percent	
  of	
  your	
  work	
  that	
  results	
  from	
  the	
  99	
  percent	
  that	
  
  is	
  called	
  failure.”	
  -Soichiro Honda
It’s Not Always Social Media #FAIL

»Marke:ng
»PR	
  (Brand	
  Awareness,	
  Buzz)
»Customer	
  Service
»Brand	
  Relaunches	
  (Crowdsourcing)
Big Brands + Social Media #Success
Big Brands + Social Media #Success




flavor creator lab environment within the fan page
Big Brands + Social Media #Success


   !"#$%&'()"*+"(%,-,(#(%'""
        .(/"-..")())$*%"

   '(%)"*+"'0*&)-%1)"*+"'*'-2"3*'()"


        456"&%$7&("2-8(2"1()$,%(/)"



                                  black cherry-lime
                                  caffeine + 8 key nutrients
                                  made by fans, for fans on
Big Brands + Social Media #Success

»Authen:city
»Transparency
»Engagement
»Making	
  Brands	
  More	
  Human
»Bringing	
  The	
  Human	
  Voice	
  Into	
  the	
  Brand
Big Brands Also Use Social Media For...

»HR
»Consumer	
  Insights	
  &	
  Research	
  (Social	
  Listening)
What Is Social Media Listening?

»“The study of naturally occurring conversations, behaviors,
 and signals, that may or may not be guided, that brings the
 voice of people’s lives in to the brand.”




             ARF Listening Playbook
             The ARF Listening Playbook
             by Steve Rapport – Knowledge Solutions Director, The ARF
Brands can use listening to:

» discover new customers
» develop new products
» monitor the competition
» give the consumer a voice
» take brand pulse
» understand shifts in consumer perspectives
Why Brands Listen

» Find Influencers and Let Them Engage New Customers For You
» Listen, Respond, Engage
» Don’t Just Sell
How Brands Listen
How Brands Listen

Free Tools                           PaidTools
• Google Alerts                      • Ripple 6 Social Insights
• Hootsuite Social Media Dashboard   • Radian 6 Dashboard
• Tweetdeck                          • Conversition Evolisten
• Social Mention                     • Netbase Consumerbase
• Cotweet                            • Communispace
                                     • Scoutlabs
                                     • Motivequest
                                     • Nielsen Buzzmetrics
                                     • Meltwater Buzz
Social Listening Case Study




Source:	
  ARF	
  Listening	
  Playbook
Social Listening Case Study

Example: Hennessy Discovers New Customers

The challenge
Hennessy stumbled upon a new consumer by listening to
linking behaviors. Consumers used Hennessy brand on
BlackPlanet pages and linked back to site.

The concept
Hennessy developed a full research plan to learn more about
the consumer and its values and connection with the brand.

The result (or) insight
Hennessy redeveloped its website to include this new customer
into the brand’s messaging, also including recipes and
wallpapers for downloading, as well as music integration.
Source:	
  ARF	
  Listening	
  Playbook
The Future of Social Listening



               The Future
     Monitoring Complete Lifestreams
   Knowing Who People Really Are Using
            Social CRM Tools
The Future of Social Listening

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How Big Brands Use Social Media

  • 1. How Big Brands Use Social Media #brandcampu October 8, 2010
  • 2. Presented by Lynne d Johnson, SVP Social Media, The ARF Twitter: @lynneluvah email: lynne@lynnedjohnson.com Slideshare: www.slideshare.net/lynneluvah
  • 5. !"#$%& '()$%Social Media #FAIL Big Brands + *%$& +, !-##(.. Source: Fast Company August 28, 2009
  • 6. !"#$%& '()$%Social"+ !,##(-- Big Brands + *%$& Media #FAIL
  • 7. Big Brands + Social Media #FAIL »"Many  people  dream  of  success.  Success  can  only  be  achieved   through  repeated  failure  and  introspec:on.  Success  represents   the  one  percent  of  your  work  that  results  from  the  99  percent  that   is  called  failure.”  -Soichiro Honda
  • 8. It’s Not Always Social Media #FAIL »Marke:ng »PR  (Brand  Awareness,  Buzz) »Customer  Service »Brand  Relaunches  (Crowdsourcing)
  • 9. Big Brands + Social Media #Success
  • 10. Big Brands + Social Media #Success flavor creator lab environment within the fan page
  • 11. Big Brands + Social Media #Success !"#$%&'()"*+"(%,-,(#(%'"" .(/"-..")())$*%" '(%)"*+"'0*&)-%1)"*+"'*'-2"3*'()" 456"&%$7&("2-8(2"1()$,%(/)" black cherry-lime caffeine + 8 key nutrients made by fans, for fans on
  • 12. Big Brands + Social Media #Success »Authen:city »Transparency »Engagement »Making  Brands  More  Human »Bringing  The  Human  Voice  Into  the  Brand
  • 13. Big Brands Also Use Social Media For... »HR »Consumer  Insights  &  Research  (Social  Listening)
  • 14. What Is Social Media Listening? »“The study of naturally occurring conversations, behaviors, and signals, that may or may not be guided, that brings the voice of people’s lives in to the brand.” ARF Listening Playbook The ARF Listening Playbook by Steve Rapport – Knowledge Solutions Director, The ARF
  • 15. Brands can use listening to: » discover new customers » develop new products » monitor the competition » give the consumer a voice » take brand pulse » understand shifts in consumer perspectives
  • 16. Why Brands Listen » Find Influencers and Let Them Engage New Customers For You » Listen, Respond, Engage » Don’t Just Sell
  • 18. How Brands Listen Free Tools PaidTools • Google Alerts • Ripple 6 Social Insights • Hootsuite Social Media Dashboard • Radian 6 Dashboard • Tweetdeck • Conversition Evolisten • Social Mention • Netbase Consumerbase • Cotweet • Communispace • Scoutlabs • Motivequest • Nielsen Buzzmetrics • Meltwater Buzz
  • 19. Social Listening Case Study Source:  ARF  Listening  Playbook
  • 20. Social Listening Case Study Example: Hennessy Discovers New Customers The challenge Hennessy stumbled upon a new consumer by listening to linking behaviors. Consumers used Hennessy brand on BlackPlanet pages and linked back to site. The concept Hennessy developed a full research plan to learn more about the consumer and its values and connection with the brand. The result (or) insight Hennessy redeveloped its website to include this new customer into the brand’s messaging, also including recipes and wallpapers for downloading, as well as music integration. Source:  ARF  Listening  Playbook
  • 21. The Future of Social Listening The Future Monitoring Complete Lifestreams Knowing Who People Really Are Using Social CRM Tools
  • 22. The Future of Social Listening