“We Want a Facebook Page!”<br />Planning & Managing a <br />Brand Presence in Social Media<br />
“We Want a Facebook Page!”<br />Established Social Media Entry requirements for brand teams and agencies, prior to develop...
Don’t Improvise in Social Media<br />Required an annual communication calendar for Facebook pages<br />Brand News: Specifi...
Communication Objectives<br />
Complex, but not Complicated<br />
Examples & Learnings<br />
Pillar Event<br />Frequent Wall Posts<br />Daily Facebook Fan Voting<br />Behind the Scenes<br />Photos & Videos<br />
Pillar Event Support<br />
Pillar Event Recruiting<br />Online Media<br />Facebook Media <br />
Pillar Event Learnings<br />Before Launch<br />Develop content strategy prior to usage negotiations<br />Agencies to provi...
Fan Promotions to Reward & Recruit<br />Word of Mouth<br />“Free” Traffic<br />Paid Media<br />
Fan Promotions Learnings<br />Simple works best<br />Effective for steady organic fan growth<br />Allow easy sharing to re...
Marketing Program Support<br />Online Media<br />Print Media<br />
Marketing Program Support<br />
Marketing Program Support<br />Retail Promotions<br />
Marketing Support Learnings<br />Collaboration between Brand and Agencies<br />Media and PR teams<br />Retail and consumer...
Brand News<br />New Product Launches<br />Product Awards / Media Coverage<br />
Brand News<br />Found Content<br />Brand Content<br />
Brand News Learnings<br />Many fans are loyal users and want to hear about your products<br />Promote products in context ...
Gap Fillers<br />General Content<br />Leveraging Paid Media Content<br />
Gap Filler Learnings<br />Keep content target-relevant with a brand lens<br />Leverage media dollars for additional conten...
Final Recommendations<br />Organize Your Calendar<br />Your Agencies can’t do it alone<br />Brand marketing team needs to ...
Q & A<br />
BlogWell Chicago Social Media Case Study: Alberto Culver, presented by Stephen Strong and Brandy Ruff
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BlogWell Chicago Social Media Case Study: Alberto Culver, presented by Stephen Strong and Brandy Ruff

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In their BlogWell case study, "Making the Most Out of Facebook for Brands," Alberto Culver's Global Director of Interactive Marketing, Stephen Strong, and Director of Integrated Marketing Communication, Brandy Ruff, shared how they're driving engagement on Facebook.

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BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/​​​blogwell/​​​

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: gaspedal.com and socialmedia.org

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BlogWell Chicago Social Media Case Study: Alberto Culver, presented by Stephen Strong and Brandy Ruff

  1. 1.
  2. 2. “We Want a Facebook Page!”<br />Planning & Managing a <br />Brand Presence in Social Media<br />
  3. 3.
  4. 4.
  5. 5. “We Want a Facebook Page!”<br />Established Social Media Entry requirements for brand teams and agencies, prior to developing brand presences<br />Social media objectives, based on overall marketing goals<br />Clear ownership of social strategy, execution, and maintenance<br />Quarterly goals for fans, followers, engagement<br />Budget commitment <br />Detailed communication calendar to demonstrate marketing program support and – more importantly – ensure frequency of communication<br />
  6. 6. Don’t Improvise in Social Media<br />Required an annual communication calendar for Facebook pages<br />Brand News: Specific product news and information<br />Pillar Events: Large integrated marketing programs<br />Marketing Program Support: Retail promotions, media programs, PR, event mkt<br />Fan Promotions: Facebook-only promotions and offers<br />Gap Fillers: Brand-relevant content that maintains communication during lulls <br />Identified objectives and goals for each type of communication<br />Recruit: Build fan base (organic and paid) – % fan increase, cost per fan<br />Communicate: Broadcast to fan feeds – impressions, page views<br />Engage: Encourage fan interactions – interaction rates, feedback %, fan comment sentiment, video/photo consumption<br />Reward: Provide special offers – coupons printed, sweepstakes entered, samples ordered, fan comments/sentiment<br />
  7. 7. Communication Objectives<br />
  8. 8. Complex, but not Complicated<br />
  9. 9. Examples & Learnings<br />
  10. 10. Pillar Event<br />Frequent Wall Posts<br />Daily Facebook Fan Voting<br />Behind the Scenes<br />Photos & Videos<br />
  11. 11. Pillar Event Support<br />
  12. 12. Pillar Event Recruiting<br />Online Media<br />Facebook Media <br />
  13. 13. Pillar Event Learnings<br />Before Launch<br />Develop content strategy prior to usage negotiations<br />Agencies to provide Facebook content recommendations as part of their broader programs<br />Identify opportunities to recruit new fans <br />During Program<br />Schedule bursts of content<br />Central coordination of content uploads<br />Leverage media / blogger buzz on your wall <br />Extend Facebook call to actions into other digital channels (banners, brand site)<br />After Program<br />Optimize future programs based on fan comments/engagement with content<br />Record Facebook Insights reports for the specific time period<br />
  14. 14. Fan Promotions to Reward & Recruit<br />Word of Mouth<br />“Free” Traffic<br />Paid Media<br />
  15. 15. Fan Promotions Learnings<br />Simple works best<br />Effective for steady organic fan growth<br />Allow easy sharing to recruit new fans organically<br />Promote off Facebook<br />Be prepared to address consumer complaints on your wall<br />Announce via status post when the promotion is over<br />
  16. 16. Marketing Program Support<br />Online Media<br />Print Media<br />
  17. 17. Marketing Program Support<br />
  18. 18. Marketing Program Support<br />Retail Promotions<br />
  19. 19. Marketing Support Learnings<br />Collaboration between Brand and Agencies<br />Media and PR teams<br />Retail and consumer promotions<br />Embed content into Facebook pages when possible<br />Photos, videos<br />Negotiate content rights in media RFPs<br />Enhance programs, not just repurpose them<br />Review communication calendar quarterly to keep up to date<br />Don’t become a Social FSI<br />
  20. 20. Brand News<br />New Product Launches<br />Product Awards / Media Coverage<br />
  21. 21. Brand News<br />Found Content<br />Brand Content<br />
  22. 22. Brand News Learnings<br />Many fans are loyal users and want to hear about your products<br />Promote products in context of a conversation, not a press release<br />Aggregate content from all brand sources <br />Brand web sites, YouTube channels, offline<br />Leverage other marketing programs to provide content<br />PR programs<br />Editor events<br />Event marketing<br />Find and promote consumer generated content<br />
  23. 23. Gap Fillers<br />General Content<br />Leveraging Paid Media Content<br />
  24. 24. Gap Filler Learnings<br />Keep content target-relevant with a brand lens<br />Leverage media dollars for additional content<br />Open ended questions, surveys and polls encourage engagement<br />Monitor and moderate your wall<br />
  25. 25. Final Recommendations<br />Organize Your Calendar<br />Your Agencies can’t do it alone<br />Brand marketing team needs to own the master calendar<br />Organize Your Content<br />Multiple channels of content, one stop for upload/maintenance<br />Don’t “over talk” on your wall<br />Establish an archive strategy for old programs<br />Organize Your Learnings<br />Monthly recaps of fan growth, page engagement, trends<br />Quarterly assessments against established goals<br />Incorporate Facebook results into broader program measurement<br />Annual best practices to guide marketing plans<br />Share across brands<br />
  26. 26. Q & A<br />

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