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

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In her Brands-Only Summit presentation, Moen's Director of Online and Direct Marketing, Ginny Persons, gives us a behind-the-scenes look of their social media journey.

She shares how they monitored, piloted, and expanded their outreach to drive fan engagement.

Published in: Social Media, Business, Technology
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Moen's social media journey driving fan engagement, presented by Ginny Persons

  1. 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Moen’s social media journey driving fan engagement GINNY PERSONS MOEN DECEMBER 9–11, 2013
  2. 2. Moen’s Social Media Journey Driving Fan Engagement
  3. 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
  4. 4. Social Monitoring 2/5/2014 3
  5. 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. 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. 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
  8. 8. 2/5/2014 7
  9. 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. 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. 11. Moen Social Platforms – Sample Strategies • • • • • • • • • • • • • 2/5/2014 10
  12. 12. Expanded social marketing efforts drove a 186% increase in fan/followers 2/5/2014 11privileged and confidential
  13. 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. 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. 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. 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. 17. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS

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