The document discusses Head & Shoulders' Project Aphrodite initiative to engage in online conversations about dandruff and hair care products. It finds that H&S has grown to a leadership position for both men and women in the category. For men, performance and believability of claims are key motivators. For women, recommendations from experts and reviews influence brand choice, and they tend to stay loyal if a brand works for them. The project identifies opportunities to address barriers at each stage of the consumer journey from research to advocacy.
Objective: Getting more connected with the audience, be their top of mind and give them every reason to wear our watch.
Task: Create tactical campaign on our digital assets and maintenance our digital assets to increase awareness and engagement.
Amplifying Storytelling with Influencer MarketingCarole Lamarque
Who do I make Influencers spread the story I would like?
With the hundreds of thousands of products launching every year and the amount of (digital) noise increasing exponentially,
brands need a solution that would allow them to distinguish themselves from that noise. Content Marketers believe that brands need to create influencers and advocates networks and communities to stay above the noise trough Storytelling.
What you will learn:
– You will learn how to sell and significantly increase word of mouth advertising through social and owned media
– We will determine who has influence, provide them with content and start a relationship that they’re going to respect
– That will bring our content into their community
All levels of marketing from junior to expert marketer can benefit from these methodology:
Marketing teamleaders, Segment managers, Community managers, Digital marketers, Communication managers, Business Development managers, Sales & Marketing directors, Social Media Manager, Business Unit Manager, PR managers.
Top Social Media Marketing Trends to Follow in 2023Jomer Gregorio
2023 is here and it's time to take your social media marketing strategy to new heights. From Tiktok's domination to the growing popularity of live videos, our article covers the top social media marketing trends you need to know to stand out in this crowded space. Keep your brand ahead of the curve by checking this presentation.
Full blog here - https://whitelabelseoagency.net/top-social-media-marketing-trends-to-follow-in-2023-infographic/
Top Social Media Trends You Need to Know About for 2022Falcon.io
As marketers, we’ve all experienced some amazing highs, and some well, not so amazing lows. That’s why we want to discuss social media trends that you should focus on as we transition into a (promisingly) less turbulent 2022.
Incredible things are happening all over the world. Each and every one of us are getting closer and closer to a new normal that provides a mixture of both pre-pandemic and post-pandemic lifestyles. There are clear positive trends and shifts emerging, which will impact how we conduct our marketing activities in the near future. Join us to discuss how we can tackle 2022 one social media marketing trend at a time.
Objective: Getting more connected with the audience, be their top of mind and give them every reason to wear our watch.
Task: Create tactical campaign on our digital assets and maintenance our digital assets to increase awareness and engagement.
Amplifying Storytelling with Influencer MarketingCarole Lamarque
Who do I make Influencers spread the story I would like?
With the hundreds of thousands of products launching every year and the amount of (digital) noise increasing exponentially,
brands need a solution that would allow them to distinguish themselves from that noise. Content Marketers believe that brands need to create influencers and advocates networks and communities to stay above the noise trough Storytelling.
What you will learn:
– You will learn how to sell and significantly increase word of mouth advertising through social and owned media
– We will determine who has influence, provide them with content and start a relationship that they’re going to respect
– That will bring our content into their community
All levels of marketing from junior to expert marketer can benefit from these methodology:
Marketing teamleaders, Segment managers, Community managers, Digital marketers, Communication managers, Business Development managers, Sales & Marketing directors, Social Media Manager, Business Unit Manager, PR managers.
Top Social Media Marketing Trends to Follow in 2023Jomer Gregorio
2023 is here and it's time to take your social media marketing strategy to new heights. From Tiktok's domination to the growing popularity of live videos, our article covers the top social media marketing trends you need to know to stand out in this crowded space. Keep your brand ahead of the curve by checking this presentation.
Full blog here - https://whitelabelseoagency.net/top-social-media-marketing-trends-to-follow-in-2023-infographic/
Top Social Media Trends You Need to Know About for 2022Falcon.io
As marketers, we’ve all experienced some amazing highs, and some well, not so amazing lows. That’s why we want to discuss social media trends that you should focus on as we transition into a (promisingly) less turbulent 2022.
Incredible things are happening all over the world. Each and every one of us are getting closer and closer to a new normal that provides a mixture of both pre-pandemic and post-pandemic lifestyles. There are clear positive trends and shifts emerging, which will impact how we conduct our marketing activities in the near future. Join us to discuss how we can tackle 2022 one social media marketing trend at a time.
Digital Marketing Trends 2023: How to Come Out on Top?Jomer Gregorio
All set to stay ahead of the competition? Check out the latest digital marketing trends for 2023 and learn how to optimize your strategy. Click now to take your marketing game to the next level!
Full blog here - https://digitalmarketingphilippines.com/digital-marketing-trends-2023-how-to-come-out-on-top/
Digital Strategy:
How I explained my job as
Digital Strategist, to my mum
Giorgos Yfantis
Marketing & Strategy Manager
www.giorgosyfantis.gr
info@giorgosyfantis.gr
https://twitter.com/GiorgosYfantis
https://gr.linkedin.com/in/GiorgosYfantis
http://www.slideshare.net/GiorgosYfantis
China’s influencer marketing industry is well ahead of the rest of the world. The
advanced functionality and integration of social media, e-commerce and mobile
payments has enabled the Chinese KOL and KOC economy to grow at a pace not
seen anywhere else in the world. This growth has been accelerated by the Covid-19
pandemic and the consequent prevention measures that included closing physical
stores, dining in, in-person events and sporadic district lockdowns. These measures
have led to a significant increase in the amount of time Chinese consumers spend
on the internet. In fact, the average Chinese consumer today spends over seven
hours a day on the internet . About two-thirds of those seven hours is spent using
social or content apps, as users increasingly seek information about the world
around them through social media, influencers and friends to help make purchase
decisions.
PJdaren’s preliminary estimates suggest that from September 2021 to October 2022
there were more than 10.1 million KOLs and KOCs across China’s social media
ecosystem with a fan base of over 10,000 followers – a figure larger than anything
seen elsewhere in the world. China’s influencers published an average of 38.3 million
posts on a daily basis.
PJDAREN INSIGHTS 4
CHINA’S INFLUENCER MARKETING INDUSTRY
Introduction
According to the National
Bureau of Statistics, China’s
influencer economy grew
from CN¥241.9 billion (US$
38.5 billion) in 2018 to CN¥1.3
trillion (US$210 billion) in 2020.
It is estimated that by the
year 2025, the total market
size of China’s influencer
economy will reach CN¥6.7
trillion (US$1.035 trillion).
Here are the slides of our masterclass at Web Summit, where we discussed key emerging social media trends as we transition into a more hopeful 2022 from social commerce to niche platforms – we’ll cover them all.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
TALKWALKER - Social Media Trends 2023.pdfdigitalinasia
2023 - The year when brands build
on consumer trust
The last few years have been disruptive. We’ve gone through
a pandemic, lockdowns, supply chain issues, and a cost of
living crisis. Consumers have come out of it changed.
More urgent, more demanding, more fickle, and until now,
brands have struggled to keep up.
4
#SocialMediaTrends2023
Introduction
2023 will disrupt all that.
Brands won’t take back control. But, they will learn to shake
up the industry by managing the symbiotic consumer/brand
relationship. Simply by being better listeners, and using more
immersive consumer insights to get closer to their
communities, with a seamless ability to quickly capitalize,
and act on them.
In the 8th edition of our report, we look at the 10 biggest
trends of 2023, and how they are driven by the needs of
consumers. Including:
• Data-backed insights on why the trends will matter in 2023
(and beyond)
• Input from global experts and industry veterans on why
these trends matter
• A combination of insights and brand actions to maximize
outcomes for consumers and brands
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Sept '22), worked for three months and presented a complete digital & social media marketing strategy for the KitKat brand.
A free and in-depth planner for your social media strategy in 2020
Establish Goals
Social Media Audit
Establish Your Target Audience
Competitive Analysis
Establish Brand Voice & Tone
Build Your Social Media Content Strategy
Social Media Marketing Measurement
Digital Marketing Trends 2023: How to Come Out on Top?Jomer Gregorio
All set to stay ahead of the competition? Check out the latest digital marketing trends for 2023 and learn how to optimize your strategy. Click now to take your marketing game to the next level!
Full blog here - https://digitalmarketingphilippines.com/digital-marketing-trends-2023-how-to-come-out-on-top/
Digital Strategy:
How I explained my job as
Digital Strategist, to my mum
Giorgos Yfantis
Marketing & Strategy Manager
www.giorgosyfantis.gr
info@giorgosyfantis.gr
https://twitter.com/GiorgosYfantis
https://gr.linkedin.com/in/GiorgosYfantis
http://www.slideshare.net/GiorgosYfantis
China’s influencer marketing industry is well ahead of the rest of the world. The
advanced functionality and integration of social media, e-commerce and mobile
payments has enabled the Chinese KOL and KOC economy to grow at a pace not
seen anywhere else in the world. This growth has been accelerated by the Covid-19
pandemic and the consequent prevention measures that included closing physical
stores, dining in, in-person events and sporadic district lockdowns. These measures
have led to a significant increase in the amount of time Chinese consumers spend
on the internet. In fact, the average Chinese consumer today spends over seven
hours a day on the internet . About two-thirds of those seven hours is spent using
social or content apps, as users increasingly seek information about the world
around them through social media, influencers and friends to help make purchase
decisions.
PJdaren’s preliminary estimates suggest that from September 2021 to October 2022
there were more than 10.1 million KOLs and KOCs across China’s social media
ecosystem with a fan base of over 10,000 followers – a figure larger than anything
seen elsewhere in the world. China’s influencers published an average of 38.3 million
posts on a daily basis.
PJDAREN INSIGHTS 4
CHINA’S INFLUENCER MARKETING INDUSTRY
Introduction
According to the National
Bureau of Statistics, China’s
influencer economy grew
from CN¥241.9 billion (US$
38.5 billion) in 2018 to CN¥1.3
trillion (US$210 billion) in 2020.
It is estimated that by the
year 2025, the total market
size of China’s influencer
economy will reach CN¥6.7
trillion (US$1.035 trillion).
Here are the slides of our masterclass at Web Summit, where we discussed key emerging social media trends as we transition into a more hopeful 2022 from social commerce to niche platforms – we’ll cover them all.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
TALKWALKER - Social Media Trends 2023.pdfdigitalinasia
2023 - The year when brands build
on consumer trust
The last few years have been disruptive. We’ve gone through
a pandemic, lockdowns, supply chain issues, and a cost of
living crisis. Consumers have come out of it changed.
More urgent, more demanding, more fickle, and until now,
brands have struggled to keep up.
4
#SocialMediaTrends2023
Introduction
2023 will disrupt all that.
Brands won’t take back control. But, they will learn to shake
up the industry by managing the symbiotic consumer/brand
relationship. Simply by being better listeners, and using more
immersive consumer insights to get closer to their
communities, with a seamless ability to quickly capitalize,
and act on them.
In the 8th edition of our report, we look at the 10 biggest
trends of 2023, and how they are driven by the needs of
consumers. Including:
• Data-backed insights on why the trends will matter in 2023
(and beyond)
• Input from global experts and industry veterans on why
these trends matter
• A combination of insights and brand actions to maximize
outcomes for consumers and brands
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Sept '22), worked for three months and presented a complete digital & social media marketing strategy for the KitKat brand.
A free and in-depth planner for your social media strategy in 2020
Establish Goals
Social Media Audit
Establish Your Target Audience
Competitive Analysis
Establish Brand Voice & Tone
Build Your Social Media Content Strategy
Social Media Marketing Measurement
[Digital First 2016] Personal branding and profiling 2.0: how the social Web ...Denys Malengreau
The two biggest increases in the motivation evolution of using social media since 2014 are networking for work and promoting your professional activities. At a time of fast-paced innovation, the digital transformation we are going through is neither minor nor optional. Every digital footprint you leave subsists for a long time.
Refine or start building the long-term plan of your presence online to stand out with your professional brand in the economy of trust.
► Conference held at Digital First (http://www.digitalfirst.be/) in Brussels on 20 October 2016.
▼ Social media Denys Malengreau
LinkedIn: https://www.linkedin.com/in/denysmalengreau
SlideShare: https://www.slideshare.net/DenysMalengreau
Twitter: https://www.twitter.com/D_MLG
Periscope: https://www.periscope.tv/D_MLG
This workshop from the Attention summit covers moment marketing in action and how to reach your moment in the spotlight.
Moment marketing is the ability to participate in macro moments, spot micro moments and target them to reach people when they are most engaged.
Be visible across all stages of the purchase journey, offer practical information and frame it in a way which clearly answers the question. Be quick and communicate concisely.
We do not remember the days, we remember the moments...
Dandruff is excessive shedding of dead skin cells (flakes) from the scalp in faster rate and in larger quantities than normal, These flakes get trapped with oil.
As Premier Google Partners, Google representatives visited 1SEO.com Digital Agency for a Partners Connect Event. Speaking on micro-moments, attendees learned about how to effectively market in today's mobile world.
Leveraging Micro-Moments: Using PPC When It Matters MostHanapin Marketing
As a marketer, your biggest opportunities are in the smallest moments. Reaching your customers in moments that matter, in a way that is relevant to their intent and context is not only needed, it’s absolutely essential to your brand. You should understand this new behavior (micro-moments) and take action to address it, as hearts, minds and dollars are won or lost in these moments.
Join experts from Google and Hanapin Marketing as they set the foundation of understanding these important micro-moments and discuss actionable PPC tactics, like remarketing for search and display and bid strategies, to boost your account’s performance during these moments.
You’ll get expert-level PPC tips like:
How to segment and reach your customers at any point in their purchase journey
Targeting bottom of the funnel customers with long tail keywords
Using remarketing lists to bring in new visitors
Digital marketing and Growth Hacking - Google LaunchPad Bangalore - 14th MayRavi Trivedi
Growth Hacking is finding out winning tactics and traffic sources that can outpeform the peer group by many times. In this session we will understand the process of Growth Hacking, and how one can find such growth hacks. Often Growth hacks are short lived, so one needs to continuouslly experiment and find new ones.
This also covers best practices of Digital Marketing
Strategic social listening in action, Unilever Case StudyAndrew Nelson
A sample category report illustrating how organic consumer generated content in social media can power more effective marketing and enable better consumer understanding
Rediscover and reconnect with your brand in our SynergyHSV Branding Workshop. We’ll solve your biggest brand strategy challenges.
Learn how to establish you own brand and critique others. Come with questions and a hungry mind. Suitable for new & established businesses, marketing staff and serious design students.
A few random thoughts about influencers and brand advocates from Michael Paredrakos The Curious Brain . Our presentation at the Brand Advocacy conference of Marketing week in Greece. A big thanks to www.theshelf.com/ https://blog.pagefair.com ,http://www.tapinfluence.com/ for their amazing info. Go check them out. Images are from all over the internet if one is yours and you want me to take it down just let me know :-) Stay Curious
Instruction:
Please write
Background
Executive Summary
Methodology
Summarize the interviews into finding format (see attachment example)
Conclusion & Recommendations
I have the Appendices already, please copy paste them into the report
Citations
You can refer to the example. Is not for MAC but it good to follow in terms of organizations and content areas.
Qualitative Report
Ardency Inn Cosmetics
Group 6
Table of Contents
Background.……………………………………………………...Pg 2
Executive Summary……………………………………………..Pg 3 - 5
Methodology……………………………………………………...Pg 6
Findings.…………………………………………………………..Pg 7 - 13
Conclusion………………………………………………………..Pg 14
Recommendations……………………………………………....Pg 15 - 18
Appendices……………………………………………………….Pg 19 - 20
Citation…………………………………………………………….Pg 20
BACKGROUND/OBJECTIVES
Ardency Inn is a new edgy cosmetic brand located in New York City. The brand positions itself towards the music player and lover in the growing urban environment. The current tagline, “Beauty Unplugged,”targets itself towards the younger and more innovative music crowd.
In an effort to reposition Ardency Inn and bring more sales to the brand, Team 6 has done comprehensive research to find the right target market and brand positioning for what beauty consumers actually want. The goal of Team 6 and account management is to reposition Ardency Inn as a brand so it appeals to a broader range of women, henceforth increasing sales and awareness.
Currently, Ardency Inn is targeting a niche market and needs to expand its product ranges and marketing so it targets more than just the punk rock girl. Based on our findings, AI will need to reposition the brand image and adjust its target market.
The direct objectives from AI management are:
Reposition the brand so it aligns with consumer habits
Deliver appropriate IMC objectives to the Ardency Inn management
EXECUTIVE SUMMARY
Research on Ardency Inn was conducted in order to evaluate current consumer shopping behavior trends to determine how Ardency Inn would benefit most from repositioning. Team 6 conducted 15 one-on-one interviews with women who fit the target consumer to provide management with the proper information and analysis that would help them decide how they should reposition the brand and which aspects could benefit most from a change.
In terms of frequency and purpose of wearing makeup among the target audience, the findings were unanimous: 100% of participants wore makeup multiple times a week in order to enhance their natural features and boost their confidence. All-natural, “good for you” products are favored in this product category. Participants are looking for cruelty-free, all natural, and organic makeup (so makeup brands should consider this for marketing purposes). Correspondingly, participants embrace diversity. All participants want to feel included by their makeup brand, which means offering many shades for different skin tones.
When it comes time ...
This presentation was given by Monica Karam, Partner and Social Business Strategist at social4ce Beirut during the DGTL#U Conference on September 20th 2012.
In the latest edition, 10 Most Trusted Beauty Brands to Know in 2023, Healthcare Everything magazine is pleased to feature Lauren Hunter and Manda Mason, Co-founders of The W Nail Bar offers clean, safe and fulfilling services in nail art.
There is a fundamental disconnect between the way we build and operate our businesses and what our customers, employees, and stakeholders truly care about.
As a result, most businesses spend money on advertising and marketing that doesn’t resonate and messages and initiatives that will never connect with customers and employees.
Customers and employees have more choice than ever before and are very clear about what is important to them.
This presentation highlights what I believe are the top trends to look out for and to apply in your 2015 marketing and advertising strategies. It is compiled after extensive research into almost all of the 2015 Trend reports, and summarizes the overlaps and over arching major themes into one theme: The Brand of Me.The 6 sub trends that form under this are the 6 areas that deserve the most focus this upcoming year.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
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The Forgotten Secret Weapon of Digital Marketing: Email
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SEO as the Backbone of Digital MarketingFelipe Bazon
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1. June 2016
HEAD & SHOULDERS
Project Aphrodite Advanced Analytics and Insights
2. PROJECT APHRODITE 1.O SUCCESS
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
In 14.15, our initial conversation audit revealed a large conversation about dandruff
and related conditions, mostly fueled by confusion in the category.
H&S took the role as a “trusted advisor” to these consumers by actively engaging
in their conversations in order to clear up the confusion and solve the business
problem. As a result, the brand’s SOV and net sentiment grew to a leadership
position for both men and women.
Our approach was effective. Our latest audit found significantly less confusion in
the conversation. At the same time, we’ve seen positive brand conversation
increase tremendously. And, there is a direct correlation between this decline in
confusion and H&S conversation growth. Head & Shoulders has been solving the
problem we originally identified!
Our new audit reveals deeper insights, including trial barriers and micro-moments,
offering even more strategic opportunities to engage and convince consumers to
try, buy and love H&S.
4. Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Dove
Men
+
Care
Selsun
Blue
Axe
(Armor)
Clear
Scalp
Men’s
Shampoo
Brand
Conversa;on
Landscape,
OND
2014
H&S is unrivaled in the men’s category, dominating the larger shampoo conversation. Dove Men+Care, the
closest competitor, has held in second place for 6+ months, while other brands remained mostly stagnant.
Opportunity
Expand leadership position, continue to seize greater SOV and increase positive sentiment.
SALES UP 7% YOY SINCE LAUNCH
Men’s
Shampoo
Brand
Conversa;on
Landscape,
JAS-‐OND
2016
H&S
Men
Dove
Men
+
Care
Selsun
Blue
Clear
Scalp
Old
Spice
Axe
(Armor)
Denorex
T
Gel
Nizoral
Organix
L’Oreal
American
Crew
H&S
Men
5. 90
80
70
60
50
40
30
20
10
0
-‐2.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
160
140
120
100
80
60
40
20
0
-‐20
-‐5%
0%
5%
10%
15%
20%
NET
SENTIMENT
AVG.
DAILY
MENTIONS
Women’s mentions more than tripled year-over-year. Women also feel more positive about H&S than any other
brand in the category and it is the third most talked about brand in the competitive set (following Garnier and
Pantene).
Opportunity
Grow conversation volume and maintain positive sentiment to overtake Garnier and Pantene.
Women’s
Shampoo
Brand
Conversa;on
Landscape,
JAS-‐OND
2016
MOST POPULAR AMONGST WOMEN
Women’s
Shampoo
Brand
Conversa;on
Landscape,
JAS-‐OND
2014
Pantene
Suave
Garnier
Herbal
Essences
Tresemme
H&S
Clear
Scalp
Solu;ons
Suave
Scalp
Solu;ons
Dove
L’Oreal
Clear
Scalp
Solu;ons
Suave
Scalp
Solu;ons
Tresemme
Dove
L’Oreal
Suave
H&S
Garnier
Organix
Organix
Pantene
Herbal
Essences
AVG.
DAILY
MENTIONS
NET
SENTIMENT
7. 7
Awareness
1
2
2
3
Men and women have different purchase drivers
and barriers.
Men place the greatest significance on product
performance, quick delivery of results and whether they
believe in the product’s claims when making purchase
decisions.
Women are more influenced by recommendations from
friends and dermatologists and tend to stay with dandruff
shampoo they currently use. They wonder which shampoo
is the best, and if a dandruff shampoo can replace their
regular shampoo.
Create gender-specific strategies to improve
message effectiveness.
Insight Opportunity
Women need to hear from dermatologists,
influencers, friends and other voices she
trusts that the product can meet her needs in
order to switch brands.
Ensure performance and product proof
points are prominently woven throughout all
social and earned content targeted to men.
KEY FINDINGS
Male and female conversation early in the consumer
journey is tinged with fear, apprehension and annoyance.
Post-purchase, emotional language shifts to joy and
confidence.
Meeting the consumer with language that
mirrors and acknowledges their emotional
state will drive them to trial, purchase and
advocacy.
4
8. 8
Awareness
5
2
6
7
Men’s choice of dandruff shampoo is driven by search,
advertisements, and WOM from friends, ratings & reviews
and social media. Women are primarily motivated by social
media, ads and ratings and reviews.
People choose to switch dandruff shampoos in specific
moments that are identifiable through intent signals in
search and social.
Search and social data reveals many other moments that
correlate to the topic of dandruff.
Aligning messaging with relevant questions
from search and social media will ensure that
H&S can win the relevant moments on the
platforms consumers use and trust.
Insight Opportunity
Addressing barriers through the lens of the
moment provides highly-relevant, value-
added content to the consumer that is highly
persuasive.
H&S should intercept these moments with
specific content to acquire new consumers
and retain current consumers.
KEY FINDINGS
The dandruff shampoo conversation is dispersed across
multiple social channels, including forums and ratings &
review sites.
8
Start to implement listening and response
on Instagram and other platforms where
the discussions are happening.
9. In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Dandruff sufferers
have four need states:
Get Rid of Dandruff;
Lifestyle; Self; and Life
.
The way into his/her
life is through content
he/she cares about:
parenting tips,
shopping, career, and
self-preservation
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Insights
Trial barriers in the dandruff conversation have evolved since our last analysis. Men and women are
placing greater importance on product proof points (efficacy, believable claims, provides clean hair, etc.),
whether they need to go to a derm first, and cost. There are gender differences in barriers, which are
more apparent in subsequent slides.
Opportunities
Develop multi-platform content and sampling opportunities that address the barriers at each step along
the path to advocacy.
Dandruff
Shampoo
Path
to
Advocacy,
Men
vs.
Women
Research Comparison Purchase Trial Advocacy
OVERCOME MALE/FEMALE BARRIERS
10. 10
Awareness
In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Insights
Men need to believe that H&S delivers on claims. They wonder if the competition is better and are concerned
that they aren’t seeing results fast enough.
Opportunities
Leverage voices that men respect to prove that H&S is the #1 in the world for a reason. Give them a reason to
believe by educating about proper technical usage for optimal performance (i.e. daily use of shampoo +
conditioner as a system), its fast-acting nature, and other benefits that prove efficacy.
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
Barriers
to
Trial
of
Dandruff
Shampoo
Among
Men
(6
Months
of
Social
Media
Data)
Complacency
Familiarity
Performance
Believability
PERFORMANCE & BELIEVABILITY MOTIVATE MEN
11. 11
Awareness
In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Insights
Women tend to get recommendations from dermatologists and ratings and reviews, and tend to stick with
their dandruff shampoo as long as they feel it is working.
Opportunities
Create content to overcome these barriers:
• Complacent about H&S: Leverage their brand love by encouraging them to use the H&S conditioner,
increase frequency, and/or try different skus. Develop them into advocates to convert their friends
and social circles.
• Complacent about other brands: Focus on key moments when consumers are likely to switch to turn
complacency into curiosity with relevant content, including unbiased reviews from influencers and
peers.
0.6
0.8
1
1.2
1.4
1.6
1.8
2
It's
not
a
simple
enough
solu;on
I
heard
it
wasn't
that
safe
to
use
I'll
s;ck
with
what
my
derm
recommends
I
don't
believe
it
will
do
what
it
says
Is
it
made
from
natural
ingredients
My
shampoo
works
well
on
my
kind
of
hair
Is
this
good
to
use
with
a
condi;oner
I
always
use
the
highly
rated
brands
Does
this
work
if
I
skip
a
treatment
Isn't
it
more
expensive
than
my
brand
I
just
switched
brands
and
I'm
happy
with
it
I
heard
it's
not
that
effec;ve
as
my
current
shampoo
There's
nothing
becer
than
my
shampoo
I
don't
think
the
scent
is
that
good
Barriers
to
Trial
for
Dandruff
Shampoo
Among
Women
(6
Months
of
Online
Social
Media
Data)
Complacency
Familiarity
Performance
Believability
WOMEN ARE COMPLACENT BUT INFLUENCABLE
12. 12
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Insights
For men, dandruff shampoo use is driven primarily by online search, followed by advertising (the SOG spot is
successfully reaching men), and then WOM (through friends, ratings and reviews, and social media).
Opportunities
Reach men by creating relevant content from top search terms and social queries and circulate the content
through WOM channels. Continue with breakthrough “Shoulders of Greatness” campaign across channels.
SEARCH, ADS & OPINIONS DRIVE MALE PURCHASE
13. 13
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Insights
Women are primarily motived by social media, online search, ratings and reviews, ads and YouTube.
Opportunities
Continue to leverage female advocates to discuss the product more frequently on social and via YouTube (via
programs like Octoly). This will be highly influential, as women are more naturally drawn to advocate for their
favorite brands.
All content (including traditional earned) should take top search terms into account.
SOCIAL MEDIA & ONLINE SEARCH PERSUADE WOMEN
14. 14
Awareness
In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Dandruff sufferers
have four need states:
Get Rid of Dandruff;
Lifestyle; Self; and Life
.
The way into his/her
life is through content
he/she cares about:
parenting tips,
shopping, career, and
self-preservation
Insight
Emotions in the conversation for both men and women are highly fueled by fear, apprehension and annoyance
early in the consumer journey. Post-purchase, emotional language shifts to joy and confidence.
Opportunities
Use emotion mapping to optimize voice and tailor content according to consumer location along path to
advocacy, with the intention to drive an emotional shift.
For example, match their fear and apprehension with confidence and reassurance early on in the path, and their
joy with excitement and appreciation towards the end.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Problem
Recogni;on
Informa;on
Search
Comparison
of
Compe;;ve
Set
Purchase
Post-‐Purchase
Emo2onal
Shi8s
Along
the
Dandruff
Shampoo
Path
to
Advocacy
Fear
Apprehension
Confidence
Trust
Surprise
Annoyance
Anger
An;cipa;on
Joy
EMOTIONS SHIFT ALONG CONSUMER JOURNEY
15. 15
Awareness
In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Dandruff sufferers
have four need states:
Get Rid of Dandruff;
Lifestyle; Self; and Life
.
The way into his/her
life is through content
he/she cares about:
parenting tips,
shopping, career, and
self-preservation
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Insights
The dandruff conversation occurs across multiple platforms.
Opportunities
Expand real-time engagement across multiple platforms where these conversations are happening (include
Instagram (data not available), YouTube, Forums, etc.)
Incorporate ratings and reviews into engagement and amplification strategy via robust new programs that
create messaging to overcome barriers.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Women
2014
Women
2015
Men
2014
Men
2015
Share
of
Dandruff
Shampoo
Conversa;on
Channels,
Men
vs.
Women
Facebook
Twicer
Blogs
Forums
Forum
Replies
Ra;ngs/Reviews
Videos
Images
CONVERSATION PLATFORMS
17. 17
Awareness
Insights
The most common rationales for both men and women to
switch their dandruff shampoo are tied to performance (e.g.,
dandruff came back), followed by price.
Opportunities
Closely monitor relevant switching moments within listening
dashboards so that we can intercept with the right content.
Target H&S consumers that mention reasons for switching to
another brand with content that reiterates efficacy or shows
them the right way to use the products in order to solve their
performance-related problems.
Consequently, incite a desire to switch to H&S from another
brand with content centered around the performance of H&S.
Show up organically in search with earned and influencer
content as much as possible when a consumer is expressing
these problems.
Men
Women
Dandruff
came
back
181
177
Effec;veness
171
154
S;ll
itchy
hair
144
148
Price
140
121
Long-‐las;ng
bocle/package
138
109
Brand
I
trust
133
139
Scent
122
127
Recommended
to
me
121
129
Extra
volume
117
130
Thicken
my
hair
114
98
Dry
Scalp
114
129
Natural
ingredients
114
120
Healthier
scalp
109
119
Long-‐las;ng
scent
109
114
Damaged
hair
109
127
Slow
ac;ng
101
109
No
tears
101
99
Sohens
becer
98
104
Milder
formula
98
109
Reasons
for
Switching
Dandruff
Shampoo
(Indexed
Against
Average
Volume)
Note:
Green
is
most
likely
in
the
conversa;on;
red
is
least
likely
Real-Time Social Content
Canned content that hits
against this (i.e.“Sorry to hear!
How are you using the
product? Use H&S Shampoo +
conditioner daily for optimal
performance that you’ll see
instantly”)
Earned Content
“What to do When Dandruff
Comes Back”
“How to Keep Dandruff Away
For Good”
“Itchy Scalp? You May be Using
the Wrong Shampoo”
KEY MOMENTS WHEN PEOPLE SWITCH DANDRUFF
SHAMPOOS
18. 18
Awareness
Insights
Top moments where H&S can authentically engage with dandruff sufferers are centered around when it is most
critical to make a good first impression (dating, job interview etc.), lifestyle needs (parenting, hair style advice),
and self-needs (relaxation, healthy eating, stress relief).
Opportunities
Engage within the most relevant moments that matter, with encouraging content from relevant influencers that
will satisfy the moment and instill confidence, bringing it to life in a way that isn’t invasive. Examples:
• Dating: First Date Hair: Dos and Don’ts
• Parenting: What to do When Your Teen has Dandruff for the First Time
• Stress Relief: Is There a Link Between Stress and Scalp Health?
Self-needs
(relaxation,
exercise,
stress relief,
health)
Lifestyle needs
(fashion,
makeup, hme
décor)
Macro
Needs
of
Dandruff
Sufferers
100
110
120
130
140
150
160
170
180
Shopping
Paren;ng
Hairstyle
Ideas
Entertaining/Par;es
Fitness
Healthy
Ea;ng
Beauty
;ps
Pets
Sex
Healthy
living
Home
organiza;on/hacks
Home
Décor
Time
Management
Food
shopping
Crea;ve
Projects
Celebrity
Gossip
Key
Conversa;ons
MOMENTS THAT MATTER BEYOND DANDRUFF
19. Awareness
Insights
Top Google search terms reveal the most commonly used phrases and keywords consumers are using when
seeking a solution. Those that bubble to to the top, or are searched most frequently, are about what causes
dandruff, how to get rid of it, and what are the best treatment options.
Opportunities
Incorporate these terms within earned and social messaging to match consumer queries and show up strong in
organic search results.
Self-needs
(relaxation,
exercise,
stress relief,
health)
MOMENTS THAT MATTER IN SEARCH: DANDRUFF-RELATED
Dandruff
Dandruff
build
up
Dandruff
contagious
Dandruff
patches
Different
types
of
dandruff
Best
shampoo
and
condi;oner
for
dandruff
Best
thing
for
dandruff
Can
stress
cause
dandruff?
Head
and
Shoulders
color
safe
Does
dandruff
make
your
head
itch?
Shampoo
for
scalp
Is
dandruff
bad?
How
to
know
if
you
have
dandruff
Pregnancy
dandruff
How
do
I
get
rid
of
dandruff?
What
is
good
for
dandruff?
Why
do
you
get
dandruff?
How
do
u
get
dandruff?
How
to
get
dandruff
out
of
your
hair
fast?
Symptoms
of
dandruff
How
to
hide
dandruff
How
to
get
rid
of
flaky
scalp
How
to
get
rid
of
dandruff
permanently
Good
dandruff
shampoo
Dandruff
symptoms
I
have
dandruff
Growing
dandruff
Top Dandruff-Related Google Search Terms
20. Awareness
Self-needs
(relaxation,
exercise,
stress relief,
health)
NON-DANDRUFF RELATED MOMENTS FROM SEARCH DATA
In-market audiences Share Index Relevance
Dating Services 36.6% 1.5x
Mobile Phones 21.0% 1.3x
Apparel & Accessories 28.5% 1.1x
Beauty Products & Services 19.4% 1.3x
Shoes 14.5% 1.4x
Consumer Electronics 25.3% 1.0x
Insights
Google provided topics that people who search for dandruff-related terms also search for. Interestingly,
dating, clothing, and beauty also appear in the social conversation moments analysis. They should be
moments that we should feel confident entering with relevant, value-added content.
22. STRATEGIC APPROACH
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Our analysis has shown that there are specific barriers that are differentiated by
gender, and moments that will be more effective to encourage switching from
competitive brands and during which we can provide relevant value-added content
that will drive sales, frequency and advocacy.
We will use insights from the social conversation analysis and Google data to focus
our Sprinklr dashboards to discover people in key micro-moments where they
might be willing to switch dandruff shampoos to get them to try or stick with H&S.
We will also engage in other moments when dandruff suffers express the barrier
sentiments, especially in the key moments that matter.
These keywords and barriers will also impact our earned and influencer strategies
to improve H&S’ organic search rankings for these terms and provide additional
content that can be amplified through native advertising and paid social.
23. WINNING THE MICRO-MOMENT
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
To win in these micro-moments,
we will create compelling content that overcomes key consumer
barriers and fits into moments that matter, with messages
delivered by influencers (s)he trusts on platforms (s)he regularly
uses.
Or,
(Barrier + Moment + Influencer) =
Content / Platform
24. BARRIER CATEGORIES
Awareness
In order to think about our content approach, we grouped the the barriers into categories (examples below).
Dandruff Expertise
• How to get rid of dandruff (skews F)
• How to prevent dandruff (skews M)
• Do I need to go to a derm first?
• Does [insert DIY solution] really work?
Product Comparison
• Best products for treating dandruff
• Which shampoo brand is best?
Value Concerns
• H&S is expensive
• H&S vs. White label brands
Beauty Concerns
• Will this replace my regular shampoo
• Does H&S clean my hair as well as
other shampoos
• Does this work for [x type] of hair?
Performance Concerns
• It doesn’t work fast enough
• My dandruff came back in a week
• Doesn’t work as well as other brands
Claim Disbelief
• I don’t believe it will do what it says
• Is H&S really #1 in the World?
25. KEY MOMENTS THAT MATTER
Awareness
We can be hyper-relevant by entering the conversation at moments that matter and addressing each barrier
through the lens of that moment. Moments include:
Owning Relevant
Micro-Moments
Dating
Parenting/
Pregnancy
Stress
Exercise/
Healthy
Eating/
Wellness
Beauty
Products
& Tips/
Hairstyle
Ideas
Career/
Job
Interview
Fashion/
Clothing
First
Impressions
26. THE RIGHT INFLUENCER FOR THE RIGHT MOMENT
Hyper-relevant value-added content delivered by an authoritative voice in the space is welcomed by
consumers and highly persuasive to overcome barriers. Possible influencers and media outlets include:
Dating
Beauty Products & Tips
Healthy Eating/Exercise
Job Interview/Career
27. THE RIGHT INFLUENCER FOR THE RIGHT MOMENT CONT.
Hyper-relevant value-added content delivered by an authoritative voice in the space is welcomed by
consumers and highly persuasive to overcome barriers. Possible influencers and media outlets include:
Pregnancy/Parenting Hairstyle Ideas
29. BRINGING IT ALL TOGETHER
We have listed the moments that are relevant to each barrier and developed relevant ways-in that will be
welcomed by consumers in real-time, search, and other relevant platforms. For example:
Category Dandruff Expertise
Barrier How to Get Rid of Dandruff
Moment Dating
Content Idea Making a Great First
Impression on Your First
Date
Influencer Nelly Steinberg of Elite Daily
Channels Elite Daily (amplified by
native advertising),
Instagram, Twitter, Tinder
30. Male/Female
Consumer
“My dandruff came back in a
week. H&S isn’t working for
me”
Response
Use H&S regularly and you’ll
never see your dandruff again,
@consumer. Check out how it
works below.
BRINGING IT ALL TOGETHER
In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Female
Consumer
“I hate the scent”
Response
@SofiaVergara: You’ll love the
relaxing lavender scent of H&S
Nourishing Care, @consumer. It
makes my hair look and smell
beautiful. DM @HeadShoulders to
try!
Male
Consumer
“Going on a first date and need
to feel my best”
Response
We’ve got you covered,
@consumer. Here’s some tips
from @EliteDaily on how to look
your best for your first date.
Embed influencer earned
coverage on how to make a
great first impression, including
H&S messaging.
31. MOMENTS MATRIX EXAMPLE: DANDRUFF EXPERTISE
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Ques2on/Barrier
Gender
Relevance
Moments
that
MaJer
Content
Ideas
Content
Types
Delivered
by
How
to
get
rid
of
dandruff
skews
F
General
Get
rid
of
dandruff
with
H&S,
tes;monials
blog
posts,
video
Dermatologist,
Consumers
Da;ng
Make
a
great
first
impression
on
your
first
date,
how
scent
acracts
you
to
someone
editorial,
blog
post,
instagram
video,
Tinder
ad,
Tinder
premium-‐
based
messaging,
Podcast
(Living
Proof)
Influen;al
da;ng
expert,
da;ng
sites
that
have
blogs,
personal
branding
expert
Job
Interview
/
Career
Make
a
great
first
impression
in
interviews
/
business
mee;ngs
editorial,
blog
posts
Career
Expert,
i.e.
Nicole
Williams,
personal
branding
expert,
Miss
Career
Girl,
HR
experts
of
Vogue,
Allure,
Google
Paren;ng
kids
over
13
can
use
H&S,
50%
of
America
has
dandruff
and
if
you
have
two
kids,
one
of
them
likely
has/will
get
mom
blogs
Mom
influencer,
influen;al
parents,
other
derms
that
are
moms,
Dr.
Leoowicz
is
a
mom,
scary
mommy,
fatherly
How
do
you
prevent
dandruff
skews
M
General
Quora,
Facebook
live
Stress
SOG-‐
too
much
to
worry
about,
don't
need
to
worry
about
dandruff
Refinery29
content
series,
ThirdMetric
Exercise
odell
stops
bad
plays
he
also
stops
dandruff
streaming
from
fitness
classes/
integra;on
Athleisurely
(fitness
lifestyle
influencer)
Beauty
day-‐of
beauty/blow
out
appointments
fors
someone
complaining
about
dandruff/hair
dreamdry
blow
outs
rachel
zoe
(dreamdry),
glamsquad
How
did
I
get
dandruff
skews
F
General
why
do
people
get
dandruff
Quora,
podcasts
like
how
stuff
works,
lifehacker
Pregnancy
I
know
how
I
got
pregnant,
not
sure
how
I
got
dandruff
and
I
didn't
realize
that
H&S
was
safe
for
me
and
my
baby
Video,
blog
Real
Pregnant
Woman
Do
I
need
to
go
to
a
derm
first
both
General
Try
OTC
products
like
H&S
first
video,
blog
Dermatologist
Is
my
dandruff
shampoo
(H&S)
safe
F
General
Safety
First
Ask
a
Derm
Content
Series
Blog
posts,
Ask
a
Derm
Sahy
related,
targeted
webMD
ads
Dermatologist
Paren;ng
H&S
is
safe
for
children
above
the
age
of
13
Paren;ng
blogs,
peditrician
forums,
have
derms
write
FB
posts,
re-‐target
them
Dermatologist,
Pediatrcian,
Mom
Blogger
Pregnancy
H&S
is
safe
for
pregnant
women
Moms
that
are
also
OB/GYN
share
their
stories
of
safety
and
its
ok
to
use
H&S
because…
OB/GYN,
Mom
Does
my
derm
recommend
H&S?
F
General
More
derms
recommend
H&S
Creden;al
this
on
H&S
FB
page
in
and
share/boost/target
this
content
to
the
key
demo
Dermatologist
32. CURRENT CONTENT
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
We did an analysis of content that already exists, and while there is content that addresses many of these
barriers, they will not help us with real-time moment-based communication.
• They are too heavily branded: Our own Project Aphrodite test & learn showed us that lightly branded
content outperforms heavily branded content.
• They are over-produced for the medium: According to Google/YouTube, less produced videos where the
speaker faces the camera outperform highly produced videos because they feel more authentic.
• They are not moment-specific: We should tailor the influencer the specific target audience, barriers, and
moments, as we have discussed.
33. EXTEND REACH VIA AGILE AMPLIFICATION
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
We are working with Hearts & Science to update the Project Aphrodite amplification plan to
accommodate the needs of PA 2.0.
This should include:
• Paid Twitter amplification
• Paid Instagram amplification
• Native advertising (e.g., Sharethrough)
• Influencer partnerships
• Other platforms (e.g., Tinder or Kiip)
We also believe that the moments defined in this strategy can inform other aspects of the paid
strategy.
35. NEXT STEPS
35
Awareness
Optimized VisID, update Sprinklr dashboards for PA 2.0 and complete
barrier/moment matrix: 7/8
Work with Hearts & Science to develop PA 2.0 Amplification strategy,
including impact of moments data on paid strategy: w/o 7/11
Begin execution of Aphrodite 2.0: w/o 7/11 (we will create planned and
real-time content throughout the period in accordance with the barrier/
moment matrix)
Influencer & Editorial Outreach: Ongoing. We will select influencers for
the defined moments and create content that overcomes barriers for
use in real-time, search, and paid amplification.
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