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Social Media for Socially Conscious Brands Using Digital Branding

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Presentation at the Natural Products Expo September 2013 discussing how to use digital branding to create a dynamic online marketing program.

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Social Media for Socially Conscious Brands Using Digital Branding

  1. 1. SOCIAL MEDIA MARKETING FOR SOCIALLY CONSCIOUS BRANDS A DIGITAL BRANDING APPROACH PRESENTED BY MARYANNE CONLIN PRESIDENT REDROPES DIGITAL NATURAL PRODUCTS EXPO EAST SEPTEMBER 27, 2013
  2. 2. Yea We’re On Facebook! Is Not a Social Media Strategy!
  3. 3. CHALLENGES FOR TRIPLE BOTTOM LINE BRANDS Expanding the Market and the Message without changing the Mission
  4. 4. THE IMPORTANCE OF DIGITAL BRANDING In the coming years, most consumer’s first interaction with your brand will be online! Branding your product correctly in the Digital Space will be MORE important than any other marketing activity! Digital Branding: (noun) a strategic approach to creating and maintaining a dynamic online marketing program.
  5. 5. TODAY’S TOPICS NEW TECHNOLOGY AND TRENDS Impact On Consumer Buying Behavior SEGMENTS & MESSAGING LOHAS and Mainstream DIGITAL STRATEGY AND SOCIAL MEDIA TOOLS Developing a Strategy & Implementing it
  6. 6. US MARKET SEGMENTS LOHAS 19% Mainstream 81% 70 % considered “Sustainable Mainstream” * Natural Marketing Institute (NMI)
  7. 7. CONSUMER SEGMENTS Label Readers Practical 17% Healthy 21% Trendy 22% LOHAS FIRST: VOICE THEN: STRATEGY THEN: EXECUTION
  8. 8. Segment Message Voice LOHAS Organic Deep Green – interested in both health & environment. HEALTHY Organic Foods are healthier because higher in antioxidants and other nutrients than Conventionals “Better for You” Yoga Mom –Interested in feeding her family healthy Yoga Grandma interested in maintaining HER health TRENDY Organic Food tastes better “Organic is Higher Quality” Foodies – interested in taste & quality PRACTICAL Maximize the quality you get for the price Coupon Clipper interested in high quality/low price VOICE It’s All About Me
  9. 9. DIGITAL STRATEGY AND TOOLS Website Facebook Pinterest Facebook Brand Advocates Twitter Instagram YouTube Google+ Tumbler Myspace Linkedin HOWTO DO IT FIRST:VOICE THEN:STRATEGY THEN: EXECUTION FOCUS!! More is Better Less is Better
  10. 10. GREAT WEBSITES WORK FOR CONSUMERS The Devil’s in the Details! • Product usage ideas & tips consumers actually search for • Formatted for how consumers think • Heavily Cross-Linked • Easy to View on Mobile • Trackable
  11. 11. WHAT MAKES GREAT CONTENT ON FACEBOOK/TWITTER/PINTEREST? Consumers Influencers Watching the game on Monday? Try this corn and hummus dip (10 minutes to make) via @TheMerrythought http://bit.ly/1d6j3BT What’s your favorite hummus dip? Boring Engaging
  12. 12. THE IMPORTANCE OF BRAND ADVOCATES Each Brand Advocate brings you 3 new customers…but LOHAS Brand Advocates bring you LOHAS customers
  13. 13. I CAN’T BE EVERYWHERE!
  14. 14. TRENDS AND TECHNOLOGY DEMOGRAPHICS • 31 Million adults identify as “Foodies” (14% of population) • Six million children have food allergies, (close to 10%) • 80 percent of consumers trust healthcare professional’s recommendations TECHNOLOGY AND COMMUNICATION • 50+% Facebook users access it via a mobile phone • Only 33% of consumers have ever followed a brand on Facebook • 60 % of social media users create reviews of products
  15. 15. ABOUT RedRopes Digital specializes in digital branding. We create a comprehensive presence in the digital space for our clients by developing successful targeting and positioning strategies first and then executing with creativity & flair. We have successfully launched a variety of products and created wildly successful promotions, advertisements, PR programs & social media for clients in the natural & CPG space. Our unique blend of experience with both CPG & natural brands, with moms, Hispanic consumers and entertainment and our marketing based focus makes us more than just a digital agency. We want to be your partner in growth! See more @ www.redropesdigital.com Follow me @maryanneconlin THANK YOU!! AWARDS CLIENTS Contact Us Today: maryanne@redropesdigital.com 562-607-9727

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