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SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Moen’s social media journey
driving fan engagement
GINNY PERSONS
MOEN
DECEMBER 9–11, 2013
Moen’s Social Media Journey
Driving Fan Engagement
Twitter
Feb ‘11
Learning
Loops
Jun ‘10
Facebook
Dec ‘10
Pilot & Learn
Expand Reach
Blogger
Outreach
Aug ‘11
Emerging
Platforms
Oct ‘11, Feb ‘12
Content
Strategy
Mar ‘12
KBIS
Apr ‘12 Drive Engagement
Houzz
Jan‘13
Pinterest
Sweeps
Feb‘13
Phased Approach
Social Monitoring
2/5/2014 3
Social Learning Loops
• Launch need-based initiatives as stand alone test “campaigns”
• Learn before committing resources
• Define timeframe/success criteria for campaigns, then determine longer-
term strategy
2/5/2014 4
• Constant integration with representatives in consumer services
• Immediate consumer support and resolution via social channels
• Adding consumer services associate to daily Facebook moderation
Consumer Services Integration
2/5/2014 5
Identified Key Blogger Influencers
• Based on unique audience size and alignment to brand/product content/theme
• Build longer-term relationships to drive advocacy and influence
Initiated Relationships
• Track ongoing relationship
• Tested sampling opportunities
• Hosted two bloggers at Inspire
PR Blogger Relationships
• Aligned to traditional media outlets or existing relationships
• PR/Online ongoing collaboration to effectively manage blogger relationships
Blogger Outreach
2/5/2014 6
2/5/2014 7
• Awareness-driving program
• Select group of bloggers targeted to
review product
• Bloggers organized by total reach,
industry alignment and existing
relationship
• Bloggers offered additional product if
giveaway desired
Blogger Outreach
2/5/2014 8
Emerging Social Platforms
I need to eat
I ate
This is where I ate
This is where I wish I ate
Look at what I ate
See how I ate
Let’s all eat together
I’m good at eating
2/5/2014 9privileged and confidential
Because there are nuances in how consumers communicate on the various
sites, Moen’s social efforts strategically evolve with new platform introductions.
Moen Social Platforms – Sample Strategies
•
•
•
•
•
•
•
•
•
•
•
•
•
2/5/2014 10
Expanded social marketing efforts drove
a 186% increase in fan/followers
2/5/2014 11privileged and confidential
Social Media Advisory
GBM Social
Strategy, SMA
Coordination &
Communication
GBM
Emily &
Angela
Support from
Critical Mass
Data Seekers &
Research
Research:
Carolyn
Kmieck
Prod Quality:
John Adamo
Brand &
Corporate
Communications
Brand:
Beth Wallick
Support from
Falls
Operations
Prod Quality:
John Adamo
Customer Svc:
Marcus Walker
Business Unit
Liaisons
WBU: Jami
Schneider
Commercial:
Kristin Meyers
Retail: Brittany
Bialowas
CSI: Tammy
Howard
Agencies: BU
Partners
Organization and Marketing Leadership
Social Media Advisory
A cross-functional panel of social media stakeholders within Moen and agency partners
2/5/2014 12
• Monthly content themes of conversations
• Test-and-learn with different types of content
• Infographics
• Twitter chats
Social Content Strategy
2/5/2014 13
Twitter
Feb ‘11
Learning
Loops
Jun ‘10
Facebook
Dec ‘10
Pilot & Learn
Expand Reach
Blogger
Outreach
Aug ‘11
Emerging
Platforms
Oct ‘11, Feb ‘12
Content
Strategy
Mar ‘12
KBIS
Apr ‘12 Drive Engagement
Houzz
Jan‘13
Pinterest
Sweeps
Feb‘13
Phased Approach
Thank you!
Ginny Persons
Director, Digital and Direct Marketing
Moen Incorporated
440-962-2019
ginny.long@moen.com
@moen
2/5/2014 15privileged and confidential
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Learn more about past and
upcoming events
DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS

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Moen's social media journey driving fan engagement, presented by Ginny Persons

  • 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Moen’s social media journey driving fan engagement GINNY PERSONS MOEN DECEMBER 9–11, 2013
  • 2. Moen’s Social Media Journey Driving Fan Engagement
  • 3. Twitter Feb ‘11 Learning Loops Jun ‘10 Facebook Dec ‘10 Pilot & Learn Expand Reach Blogger Outreach Aug ‘11 Emerging Platforms Oct ‘11, Feb ‘12 Content Strategy Mar ‘12 KBIS Apr ‘12 Drive Engagement Houzz Jan‘13 Pinterest Sweeps Feb‘13 Phased Approach
  • 5. Social Learning Loops • Launch need-based initiatives as stand alone test “campaigns” • Learn before committing resources • Define timeframe/success criteria for campaigns, then determine longer- term strategy 2/5/2014 4
  • 6. • Constant integration with representatives in consumer services • Immediate consumer support and resolution via social channels • Adding consumer services associate to daily Facebook moderation Consumer Services Integration 2/5/2014 5
  • 7. Identified Key Blogger Influencers • Based on unique audience size and alignment to brand/product content/theme • Build longer-term relationships to drive advocacy and influence Initiated Relationships • Track ongoing relationship • Tested sampling opportunities • Hosted two bloggers at Inspire PR Blogger Relationships • Aligned to traditional media outlets or existing relationships • PR/Online ongoing collaboration to effectively manage blogger relationships Blogger Outreach 2/5/2014 6
  • 9. • Awareness-driving program • Select group of bloggers targeted to review product • Bloggers organized by total reach, industry alignment and existing relationship • Bloggers offered additional product if giveaway desired Blogger Outreach 2/5/2014 8
  • 10. Emerging Social Platforms I need to eat I ate This is where I ate This is where I wish I ate Look at what I ate See how I ate Let’s all eat together I’m good at eating 2/5/2014 9privileged and confidential Because there are nuances in how consumers communicate on the various sites, Moen’s social efforts strategically evolve with new platform introductions.
  • 11. Moen Social Platforms – Sample Strategies • • • • • • • • • • • • • 2/5/2014 10
  • 12. Expanded social marketing efforts drove a 186% increase in fan/followers 2/5/2014 11privileged and confidential
  • 13. Social Media Advisory GBM Social Strategy, SMA Coordination & Communication GBM Emily & Angela Support from Critical Mass Data Seekers & Research Research: Carolyn Kmieck Prod Quality: John Adamo Brand & Corporate Communications Brand: Beth Wallick Support from Falls Operations Prod Quality: John Adamo Customer Svc: Marcus Walker Business Unit Liaisons WBU: Jami Schneider Commercial: Kristin Meyers Retail: Brittany Bialowas CSI: Tammy Howard Agencies: BU Partners Organization and Marketing Leadership Social Media Advisory A cross-functional panel of social media stakeholders within Moen and agency partners 2/5/2014 12
  • 14. • Monthly content themes of conversations • Test-and-learn with different types of content • Infographics • Twitter chats Social Content Strategy 2/5/2014 13
  • 15. Twitter Feb ‘11 Learning Loops Jun ‘10 Facebook Dec ‘10 Pilot & Learn Expand Reach Blogger Outreach Aug ‘11 Emerging Platforms Oct ‘11, Feb ‘12 Content Strategy Mar ‘12 KBIS Apr ‘12 Drive Engagement Houzz Jan‘13 Pinterest Sweeps Feb‘13 Phased Approach
  • 16. Thank you! Ginny Persons Director, Digital and Direct Marketing Moen Incorporated 440-962-2019 ginny.long@moen.com @moen 2/5/2014 15privileged and confidential
  • 17. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS