Social Engagement - Brite Conference Presentation

1. Social
Engagement
April 1, 2010
Start a Conversation
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2. Social Media is the future of branding?
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6. Creating social engagement that drives preference and sales
» Consumers are eager to engage with brands: 76% said they would join
a brands site if they had the chance to influence, share and receive
access information, offers, coupons etc.
» Consumers are researching products online and then buying via other
channels: 70% of consumers researched a product online and then
bought it in another channel in 2009
» Preference is Influenced: 85% of consumers claim to have learned about
a product to purchase from online channels
» They want to share: 99% of consumers surveyed said they would share
product information and coupons with others upon learning more
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7. Social Networks Change Digital Dynamics
Traditional Digital Model New Social Digital
Model
Social
Digital Networks Digital
Search Search
Media Media
Engines Engines
Properties Properties
User
Generated
Sites
Brand
Site Brand
Site
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8. What’s Changed?
» Speed: of execution, deployment, and impact. Cycle times, from
campaign planning to response and reading results, are rapidly
decreasing
» Measurability: there is a wealth of new data available, for planning,
targeting and analysis, but what’s important?
» Control: consumers have conversations about brands without the
brands involvement
» Scale: through social networks, content can scale exponentially
» Consumer Expectations: when a brand participates in a dialogue with
consumers, consumers have the expectation that the conversation will
continue, actively
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9. Brand Owned vs. Social Network Communities
In Social Networks
Brand Owned
» Large scale
» Lower scale
» Evolving tools for brands
» No limit to brand control of
» Low control of interface or experience or tools
experience
» Brand drives experience,
» Consumer drives experience, consumer participates
brand participates
» Brand owns data
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10. Community Marketing: Heinz Example
Introduce a new frozen
potato product to Moms
Encourage discussion
about the product to
generate insights
Drive incremental sales
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11. CASE STUDY: HEINZ
New product introduction to 16,000 SheSpeaks
Members
PROGRAM TACTICS
• Dedicated community and microsite
• Free coupon and pass along offers
• Recipe uploads, product reviews
WOM RESULTS
• purchase intent increased 96%
• recommendation intent increased 118%
• 250,000 sales
MARKETING INSIGHTS
• New flavor launched based on member feedback
• members were unable to locate product, identifying launch distribution
issues issues
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12. Social Sharing
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13. Aquafresh.com #2, Amazon.com #18, Homemade Mom #19
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14. Key Takeaways
» Social Networks invite Social Commerce: online social networks are like
offline social networks, in that consumers talk about brands, purchases,
and make recommendations
» New Skills are Needed: brand managers needs new capabilities, skills,
and processes to manage and seize new digital opportunities
» Brands Can Own Part of the Conversation: brand-led and owned
dialogue is an important part of the new digital mix
» Data and Measurability Grow in Importance: while some of the metrics
may be new, and cycle times faster, core measurement and optimization
capabilities can be applied to new digital and social opportunities to
drive positive ROI
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15. Thank You!
Aliza Freud"
Founder & CEO
aliza@shespeaks.com"
212.830.9882
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