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How Braun used wom to drive brand strategy.ppt

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WOMMA UK
WOMMA UK

Trufflenet and Porter Novelli's presentation to WOMMA UK members on how Braun used word of mouth listening and engagement to influence brand strategy with female beauty products. If you like this, visit us at wommauk.org.

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HOW WOM INFLUENCES BRAND STRATEGYWOMMA Case study, January 2011
Beauty & social media nothing newWOMMA case study, January 20112
But Braun new to social mediaExcited by social media – uncertain about scopeNo online orders capacityNeeded to determine role in marketing mixUnclear about hair removal in social mediaSocial listening study is critical before developing strategic recommendationsWOMMA case study, January 20113XX?
Our methodologyAutomated search for concepts and brandsIntelligent human analysis of themes and meaningFiltered according to demographic informationSample size of 20,000 mentionsPartnership with digital and client team for devising recommendationsWOMMA case study, January 20114
Key finding: Twitter’s limited potentialWOMMA case study, January 20115
Strategic impact: Change the type of content producedWOMMA case study, January 20116
Key finding: Brands not always welcomeWOMMA case study, January 20117
Strategic impact: Provide engaging, relevant contentWOMMA case study, January 20118ExpertsTop tipsStyle info‘How to...’Did you know?
Key finding: Authenticity requires honestyWOMMA case study, January 20119
Strategic impact: Create a personality that stands for somethingWOMMA case study, January 201110
Key finding: Long tail, greater opportunityWOMMA case study, January 201111
How Braun respondedWOMMA case study, January 201112
Key challengesDemonstrating value of listening techniques and integration into PR programmesExplaining key messages for client audiences with very different knowledge levelsRecommendations that were ambitious yet realistic Sustaining an always on solution WOMMA case study, January 201113
Where next?WOMMA case study, January 201114Watch this space! – www.facebook.com/braunbeauty
Pushing other engagement opportunities, eg, competitions, quizzes, etc
Paid for page support via Facebook engagement ads to drive ‘likes’

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How Braun used wom to drive brand strategy.ppt

  • 1. HOW WOM INFLUENCES BRAND STRATEGYWOMMA Case study, January 2011
  • 2. Beauty & social media nothing newWOMMA case study, January 20112
  • 3. But Braun new to social mediaExcited by social media – uncertain about scopeNo online orders capacityNeeded to determine role in marketing mixUnclear about hair removal in social mediaSocial listening study is critical before developing strategic recommendationsWOMMA case study, January 20113XX?
  • 4. Our methodologyAutomated search for concepts and brandsIntelligent human analysis of themes and meaningFiltered according to demographic informationSample size of 20,000 mentionsPartnership with digital and client team for devising recommendationsWOMMA case study, January 20114
  • 5. Key finding: Twitter’s limited potentialWOMMA case study, January 20115
  • 6. Strategic impact: Change the type of content producedWOMMA case study, January 20116
  • 7. Key finding: Brands not always welcomeWOMMA case study, January 20117
  • 8. Strategic impact: Provide engaging, relevant contentWOMMA case study, January 20118ExpertsTop tipsStyle info‘How to...’Did you know?
  • 9. Key finding: Authenticity requires honestyWOMMA case study, January 20119
  • 10. Strategic impact: Create a personality that stands for somethingWOMMA case study, January 201110
  • 11. Key finding: Long tail, greater opportunityWOMMA case study, January 201111
  • 12. How Braun respondedWOMMA case study, January 201112
  • 13. Key challengesDemonstrating value of listening techniques and integration into PR programmesExplaining key messages for client audiences with very different knowledge levelsRecommendations that were ambitious yet realistic Sustaining an always on solution WOMMA case study, January 201113
  • 14. Where next?WOMMA case study, January 201114Watch this space! – www.facebook.com/braunbeauty
  • 15. Pushing other engagement opportunities, eg, competitions, quizzes, etc
  • 16. Paid for page support via Facebook engagement ads to drive ‘likes’
  • 17. Brand considering other category opportunities
  • 18. Learn & update, learn & update, learn & update…..What we’d do differentlyMore nuanced sentiment analysis for greater insight6 month ‘temperature check’ to spot key developmentsCompare Fabulous Me demographic to wider audiencesWOMMA case study, January 201115