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BlogWell Cincinnati Social Media Case Study: Procter & Gamble presented by Anitra Marsh

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In her BlogWell Cincinnati case study presentation, "Social Media for Beauty Brands," Procter & Gamble's Global External Relations Manager, Anitra Marsh, shares P&G's four approaches to social media.

Anitra covered how P&G is mixing social and traditional media, how they're focusing on key engagement topics, and how they're developing authentic relationships.

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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 Cincinnati Social Media Case Study: Procter & Gamble presented by Anitra Marsh

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  2. 2. Anitra Marsh<br />April 7, 2010<br />BlogWell Cincinnati<br />
  3. 3. Understanding Your Target<br />http://www.olayforyou.com/<br />
  4. 4. Exposure<br />Drive awareness of Pro-X’s skincare technology & reframe platforms<br />Experience<br />Provide her with the education on Pro-X in authoritative skincare environments<br />Action<br />Drive trial, possible repeat purchase and loyalty<br />Olay Pro-X<br />Redirect the department store skincare shopper by intercepting with Pro-X ‘s buzz-worthy credentials in sophisticated, authoritative and clinical environments<br />Infiltrate Pro-X messaging within her web of influence in order to become her trusted skincare ally<br />Leverage the Pro-X Alliance and reframe message via iMedia<br />placements within reach driving trusted beauty, health, and lifestyle websites<br />Align with trusted environments integrating Pro-X into rich consumer experiences where expert beauty advise is provided<br />Utilize Digital media that has a strong call to action i.e. dedicated eblasts, links to ecommerce, olayprofessional.com or olayforyou.com<br />4<br />
  5. 5. “The Dermatologist Is In”<br />Your Skincare Advisor<br />Ask the Dermatologist<br />Program Architecture<br />3 Branded Pages<br />Editorial Video<br />In-Book Cover Wrap & Advertorials<br />Branded Videos<br />Expert Blogs<br />Co-Branded Units<br />100% Media Ownership<br />
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  8. 8. Holistic<br />Interdependent<br />
  9. 9. Listening and Choiceful Engagement<br />
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  11. 11. Refresh the Message<br />Launch<br />Refresh<br />More Refreshed<br />
  12. 12. THANK YOU!<br />BlogWell Cincinnati<br />

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