BlogWell New York Social Media Case Study: Michelin, presented by Carrie Woodward


Published on

In her BlogWell New York presentation, Michelin North America's Digital Consumer Experience Manager, Carrie Woodward, talks about how they took fans of the brand and created a new level of ambassadors.

Based on her experience, she shares her do's and don'ts for finding and empowering your true brand advocates.

Published in: Social Media, Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

BlogWell New York Social Media Case Study: Michelin, presented by Carrie Woodward

  1. 1. Video Case Studies Carrie Woodward “Social community” on the micro level This video is from BlogWell San Francisco June 20, 2011 Case Studies This presentation is from BlogWell New York April 2, 2014
  2. 2. Title / Author / Date / Confidentiality - D?1 “Social Community” on the Micro Level Carrie Woodward @woodwardcarrie Brand Community Manager April 2, 2014 BlogWell – New York #MichelinAPEX
  3. 3. Brand Social Communities We wanted to bring it in closer…
  4. 4. Influencer For Michelin: An individual that is part of a larger organization that has greater than average reach or impact when it comes to conversations related to the purchase of tires.
  5. 5. There are different types of influencers, requiring a broad and diverse base of individuals to engage Media Representatives Motorsports Partners Third Party Testers Dealers / Counter Reps Car Clubs, Forums, Driving Schools
  6. 6. Our brand community guiding principles • Create a space where members are encouraged and empowered to participate. • Seek to recognize, curate, and elevate brand/community-sourced content. • Share and communicate both on-line and off- line. • Give our members a sense of purpose and reason to connect; yielding sense of belonging. • Make members Brand Ambassadors who will be the SME’s on the Michelin Brand.
  7. 7. Five Stages of the Influencer Strategy
  8. 8. Give the Brand Communities an Identity
  9. 9. Where we found Brand Ambassadors Our current social channels Car Tuners/OE2 partners that use our products Motorsports Partners Forum Owners & Moderators Car Club Leaders
  10. 10. Launched the Platforms • Original Purpose: tools, resources, brand content • What it became: a forum where influencers posted blogs, wrote reviews, shared life experiences and connected on a personal level • Why it benefited the program: personal side of these tools led to personal engagement and a desire for influencers to be a part of this community
  11. 11. Empower with experiences
  12. 12. Current Status – 2013 year end Members of APEX: 303 (300 = 2013 Goal) Members of FORCE: 254 (150 = 2013 Goal) Content created within platform: – Mi = 223 pieces – BFG = 187 pieces Brand Mentions YTD (Web): – Mi = 96,448 – BFG = 43,094 Product Recommendations (Web): – Mi = 5% (2013 Benchmark to be set this year) (PSAS3) – BFG = 14% (2013 Benchmark to be set this year) (Rival)
  13. 13. The Musts Moving Forward • Keep content constant! • Recruit those with bias for the brand • Keep enforcing our messages both on-line & off-line • Benchmark, track & measure
  14. 14. Measurement • Look at the success of our influencer efforts holistically: mentions and recommendations • Goal is to increase % of recommendations as result of our efforts with ambassadors • On-line metrics to do so are: – Product recommendations/product mentions = X% – Change in brand mentions Y1/brand mention Y2 • Off-line metrics for measuring recommendation: – Net promoter score
  15. 15. Do • Set baseline measurements using historical stats - set goals • Look both on and off-line for people already favorable towards Michelin and bring them closer to the brand – Look for “hand-raisers”: People who like/follow us on social channels » Deepen the relationship to drive recommendations – Find more credible people on target forums and make them ambassadors • Make it personal! Get to know these people • Keep content constant: user-generated and brand created • Create on and off-line tools that promote “talk-ability”
  16. 16. Don’t • Build it and expect people to come • Think consumers will share content without asking “What’s in it for me?” • Just make it about Michelin – Let them share their own passions/stories • Underestimate the resources/effort involved to be successful and sustainable • Remember that not all those who follow us on social media are racing enthusiasts – Focus on car enthusiasts with broader “lifestyle” themes
  17. 17. Contact Information Carrie Woodward Brand Community Manager @woodwardcarrie
  18. 18. Learn more about past and upcoming BlogWells This video is from BlogWell San Francisco June 20, 2011 Case Studies This presentation is from BlogWell New York April 2, 2014