how braun used wom to drive brand strategy.ppt
DESCRIPTION
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.TRANSCRIPT
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HOW WOM INFLUENCES BRAND STRATEGY
WOMMA CASE STUDY, JANUARY 2011
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Beauty & social media nothing new
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But Braun new to social media
• Excited by social media – uncertain about scope
• No online orders capacity
• Needed to determine role in marketing mix
• Unclear about hair removal in social media
• Social listening study is critical before developing strategic recommendations
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X
X
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Our methodology
• Automated search for concepts and brands
• Intelligent human analysis of themes and meaning
• Filtered according to demographic information
• Sample size of 20,000 mentions
• Partnership with digital and client team for devising recommendations
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Key finding: Twitter’s limited potential
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Strategic impact: Change the type of content produced
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Key finding: Brands not always welcome
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Strategic impact: Provide engaging, relevant content
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Did you know?
Top tips
Experts
‘How to...’Style info
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Key finding: Authenticity requires honesty
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Strategic impact: Create a personality that stands for something
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Key finding: Long tail, greater opportunity
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How Braun responded
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Key challenges
• Demonstrating value of listening techniques and integration into PR programmes
• Explaining key messages for client audiences with very different knowledge levels
• Recommendations that were ambitious yet realistic
• Sustaining an always on solution
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Where next?
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• Watch 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’
• Brand considering other category opportunities
• Learn & update, learn & update, learn & update…..
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What we’d do differently
• More nuanced sentiment analysis for greater insight
• 6 month ‘temperature check’ to spot key developments
• Compare Fabulous Me demographic to wider audiences
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ANY QUESTIONS?