moen's social media journey driving fan engagement, presented by ginny persons
DESCRIPTION
In her Brands-Only Summit presentation, Moen's Director of Online and Direct Marketing, Ginny Persons, gives us a behind-the-scenes look of their social media journey. She shares how they monitored, piloted, and expanded their outreach to drive fan engagement.TRANSCRIPT
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SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Moen’s social media journeydriving fan engagement
GINNY PERSONSMOEN
DECEMBER 9–11, 2013
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Moen’s Social Media Journey
Driving Fan Engagement
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Twitter Feb ‘11
Learning Loops Jun ‘10
Facebook Dec ‘10
Pilot & Learn
Expand Reach
Blogger Outreach Aug ‘11
Emerging Platforms Oct ‘11, Feb ‘12
Content Strategy Mar ‘12
KBIS Apr ‘12 Drive Engagement
Houzz Jan‘13
Pinterest Sweeps Feb‘13
Phased Approach
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Social Monitoring
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Social Learning Loops
• Launch need-based initiatives as stand alone test “campaigns”
• Learn before committing resources
• Define timeframe/success criteria for campaigns, then determine longer-
term strategy
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• Constant integration with representatives in consumer services
• Immediate consumer support and resolution via social channels
• Adding consumer services associate to daily Facebook moderation
Consumer Services Integration
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Identified Key Blogger Influencers
• Based on unique audience size and alignment to brand/product content/theme
• Build longer-term relationships to drive advocacy and influence
Initiated Relationships
• Track ongoing relationship
• Tested sampling opportunities
• Hosted two bloggers at Inspire
PR Blogger Relationships
• Aligned to traditional media outlets or existing relationships
• PR/Online ongoing collaboration to effectively manage blogger relationships
Blogger Outreach
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• Awareness-driving program
• Select group of bloggers targeted to
review product
• Bloggers organized by total reach,
industry alignment and existing
relationship
• Bloggers offered additional product if
giveaway desired
Blogger Outreach
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Emerging Social Platforms
I need to eat
I ate
This is where I ate
This is where I wish I ate
Look at what I ate
See how I ate
Let’s all eat together
I’m good at eating
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Because there are nuances in how consumers communicate on the various
sites, Moen’s social efforts strategically evolve with new platform introductions.
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Moen Social Platforms – Sample Strategies
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Expanded social marketing efforts drove
a 186% increase in fan/followers
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Social Media Advisory
GBM Social Strategy, SMA
Coordination & Communication
GBM
Emily & Angela
Support from Critical Mass
Data Seekers & Research
Research: Carolyn Kmieck
Prod Quality: John Adamo
Brand & Corporate
Communications
Brand:
Beth Wallick
Support from Falls
Operations
Prod Quality: John Adamo
Customer Svc: Marcus Walker
Business Unit Liaisons
WBU: Jami Schneider
Commercial: Kristin Meyers
Retail: Brittany Bialowas
CSI: Tammy Howard
Agencies: BU Partners
Organization and Marketing Leadership
Social Media Advisory
A cross-functional panel of social media stakeholders within Moen and agency partners
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• Monthly content themes of conversations
• Test-and-learn with different types of content
• Infographics
• Twitter chats
Social Content Strategy
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Twitter Feb ‘11
Learning Loops Jun ‘10
Facebook Dec ‘10
Pilot & Learn
Expand Reach
Blogger Outreach Aug ‘11
Emerging Platforms Oct ‘11, Feb ‘12
Content Strategy Mar ‘12
KBIS Apr ‘12 Drive Engagement
Houzz Jan‘13
Pinterest Sweeps Feb‘13
Phased Approach
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Thank you!
Ginny Persons
Director, Digital and Direct Marketing
Moen Incorporated
440-962-2019
@moen
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