Relationship Marketing in a Social World February 26th, 2009
Social media is not part of the web – it is the web BRAND DESTINATIONS
SOCIAL NETWORKS
PHOTO & VIDEO SHARING
WIKIS MICROBLOGS
BLOGS E-COMMERCE AND REVIEWS SITES
FORUMS & NEWSGROUPS
MAINSTREAM MEDIA
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The importance of listening Understanding the conversations and staying ahead of potential threats
Responding (when necessary)
Developing our blogger outreach
Identifying and enabling brand advocates
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People are talking about Fabric Care everywhere
The consumer
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But, different types of conversations are important for different reasons Fabric Care Product Focus: Central
Expression
Discussion
Fabric Care Product Focus: Casual
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There is a lot to listen to online Opportunities to respond to conversations are plentiful, but not overwhelming Fabric Care Brand mentions (2008) BLOGS , FORUMS, & MAINSTREAM MEDIA
MICROBLOGS
PHOTO & VIDEO SHARING
E-COMMERCE AND REVIEWS SITES
BRAND DESTINATIONS (including Brand destinations on other sites)
~16K
Conversations worth responding to • Highly engaged conversations • Brand advocate not already present • Opportunity to education and inform
~300/year
~2K
~600
1,000s
Many and growing
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Current engagement models don’t allow for response but evolution could potentially warrant some responding (ala trip advisor)
Consumers are posting content for conversation with the brand; respond in many but not all cases
And they expect us to listen to them 93% of online Americans say companies should have a social-media presence
85% think companies should interact with consumers through social media
What if we … • Created a product demo video? • Linked to the video in the comments? • Thanked this user for bringing this issue to our attention?
•Source: Cone Research, October 2008
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Currently key topics are not surprising Stain & Smell Solutions
Value & Cost
Skin Sensitivities
Eco & Ingredient Concerns
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Key conversation points (cont.) Machine Issues (e.g. HE)
Alternate Uses for Bounce
Substitutes for Fabric Softener
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Four key user mindsets we need to understand The Info Seeker:
The Influencer:
Looking to solve problems
Looking to share solutions
The Advocate:
The Detractor:
Looking to express enthusiasm
Looking to express concern
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The Info Seeker • “I have a problem to solve” • Many are POME consumers
How do I remove this stain??
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The Influencer • “I love to share solutions” • Highly engaged in several social media channels
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The Advocate • “I want to share the love!” • Stories, quick references, and shout-outs
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The Detractor • “I am not happy…” • Motivated by a negative experience
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Addressing our objectives
Understanding the conversations and responding
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Listen to all, engage in some Product Focus: Central
Listen to UNDERSTAND
Listen to ENGAGE
Expression
Discussion
Listen to UNDERSTAND
Listen to ENGAGE
Product Focus: Casual 16
Effective monitoring can leverage free tools Approach to monitoring BLOGS , FORUMS, & MAINSTREAM MEDIA
MICROBLOGS
Free tools, including • Google Alerts • Twingly (microblogs) • Truveo (video)
PHOTO & VIDEO SHARING
E-COMMERCE AND REVIEWS SITES
BRAND DESTINATIONS
Proactive searching of content on key sites
Monitoring of conversation on our digital properties 17
For Fabric Care, vendors have more cons than pros
What is it?
Pros
Cons
Software & Service Solution
Free tools
Software Solution
A combination of free search tools (e.g. Google Blog Search) and proactive searching (e.g. Amazon) and monitoring (Tide.com)
Software that consolidates data feeds for several sources into one source and provides basic measurement and analysis tools
A software solution, with additional qualitative analysis and in-depth metrics provided
Free Ability to capture most key conversations Free available tools are adequate for the size of relevant conversations
Easy ability to narrow in on high-value conversations with engagement metrics Data management and reporting tools included
Like software solution, with additional metrics and data cuts, such as sentiment and sub-topic High degree of qualitative human analysis
May require additional time resources in set-up phase as data collection process is defined and developed
Some cost associated with using these tool (~$600/month for Radian6) Does not include data from ecommerce sites or our own brand destinations (e.g.Tide.com)
Expensive (~$250K/yr for Converseon) The incremental value of the additional metrics and human analysis is unclear Does not include data from ecommerce sites or our own brand destinations (e.g.Tide.com)
Our Recommendation 18
Beyond brand terms, we recommend proactive engagement on some laundry conversation • By monitoring key laundry segment terms on high-traffic sites, we can find relevant and high-reach laundry-related conversations for listening and engagement
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How we engage in conversation • Be Human • Adopt a tone that reflects the conversation • Be Transparent • Don’t pretend to be something you are not • Be Helpful • Educate and inform … don’t sell • Be Appreciative • Let them know you appreciate their feedback, and that you’re listening
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Recommendations • Monitoring conversations and responding (where appropriate) could be accomplished by half of a Digitas analyst, partnered with a brand representative Next Steps Tools
Reporting
Flesh out process for using free available tools and proactive monitoring
Develop framework for ongoing reporting Since our objectives are qualitative, our measurement should be qualitative in nature
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Addressing our objectives
Developing our blogger outreach
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Key Influencers: A Quick Look at Mom Bloggers • Most influential mom bloggers are not hard to find • Central need is to drive traffic to and engagement on their blog • Highly engaged in social media • Savvy when it comes to working with marketers • Product giveaway contests are common, and bloggers are often looking for ways to make these more engaging
Motivated by: TRAFFIC and RECOGNITION 23
Mom bloggers are sophisticated in working with marketers
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Who are the key influencers? • A sampling of top product review mom blogs • afroginmysoup.com/ • www.greenandcleanmom.org/ • islandlife808.com/islandreview/ • www.mamapj.com/ • momreviews.net/ • themommyinsider.typepad.com/ • amommystoryreviews.blogspot.com/ • suburbanturmoilreviews.blogspot.com/ • www.thisfullhouse.com/reviews/ • Many more exist and are easily identified through key mom blogger communities
Partial list from http://www.blogs.com/topten/top-10-product-review-mom-blogs/ 25
Recommendations • Key to blogger outreach is to reward bloggers with the currency that matters to them: TRAFFIC and RECOGNITION Blogger Outreach Recommendations Enable them with content
Feature them on our destinations
Invite them to create content
Product contests are popular, and are more engaging than simple product reviews Make assets (photos, videos, etc.) and opportunities for connection (facebook, etc.) abundantly available
Highlight them on Fabric Care homepages, connect with them on our other digital properties (facebook, twitter, etc.)
Offer opportunities to write guest posts on our site or in our newsletter
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Addressing our objectives
Identifying and enabling brand advocates
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Enabling the Advocates • Many loyalists express their enthusiasm for the brand online • Providing content on popular sites, enables advocates to be even more powerful • For future brand advocate program, we can listen to identify them
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Recommendations • Make it easy for our advocates to share the love Content Seed high-reach multimedia sites with Fabric Care photos and videos that could be leveraged on their own outlets
Connections Develop campaignagnostic fan pages on social media sites, to amplify the impact from blogger outreach and other efforts from the “always on” strategy
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Technology Embed sharing technologies into our website, such as “Share This” (free and extremely easy using existing services)