social media product launch

BzzAgent Proprietary & Confidential 2011

The Social Media Product Launch

March 2011

BzzAgent Proprietary & Confidential 2011 2

Today’s Presenters

Andy RoebuckVP Sales

Brian CavoliDirector of Marketing

Submit Your Questions for Discussion After the Presentation

Share your thoughts #bzzagent


The Social Media Product Launch

For a product launchto be embraced by consumers and

spread throughout their social circles,

they need to be part of the process.

Social media practices now give companies the best

chance for a successful and highly

profitable product launch.

This webinar describes 12 ways consumer advocates

can drive sales for your new product.


Standard Launch Pattern

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StandardLaunch Pattern

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Social Media Accelerates Momentum

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SALE

S Accelerated Launch Pattern

StandardLaunch Pattern

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Embracing Social Media

• Thousands of new products are introduced every month, but about

80% fail on introduction

• Consumer advocacy can be the difference between the success and failure of a launch

• Marketing is all about the consumer

• They go to great lengths for the brands they believe in

• …If you give them the tools


Marketers encouraging active consumer

participation early and listening to what’s being

discussed have the best chance for a

successful and highly profitable launch.

Product Launch Success


Traditional View of a Launch


The Product Launch Cycle

Today’s Social Media Launch Cycle:


Phase I - Pre-Launch

Pre-Launch is the time when consumers can help you test everything

Once a product is launched, changes are more complicated, expensive and potentially much more embarrassing


1. Crowdsource Great Ideas



Four Categories:• Future of Work

• Connected Life

• New Ways To Learn

• Future of Entertainment

Open, global innovation contest developed to

encourage collaboration among

entrepreneurs and help identify new potential

billion-dollar business ideas for Cisco.


2. Test Marketing Messages

Consumers will tell you what they like… and don’t like about your marketing


3. Gather Feedback Early

Consumers can identify problems and manufacturing flaws early


Phase II – The Launch

The prep work is done, the plans are in place and your message is about to hit the market… now it’s time to move product.

Here’s how to enable consumers to be your most persuasive advocates

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4. Develop Shareable Experiences

Advocates are knowledgeable and want to be perceived as thought leaders

CouponsSampling Product Info

Video Parties Events


5. Increase Media Coverage

Journalists turn to social media to research stories

Create a groundswell of enthusiasm around your brand

89%65% 52%

Blogs Facebook Twitter

It’s far more effective than an ad, a press release or a PR pitch

Source: Cision, George Washington University


6. Create Consumer Videos

Encourage customers to create their personal review videos

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"We have some haul videos that compare

to major cable channels in views" - Shishir Mehrotra, YouTube’s Dir of Product Management


7. Add Product Discussion on Facebook

Use your customer community to help sell your new product

Facebook URLs are common in ads, often more than company sites


Educating and influencing consumers every day


Make the conversation current, valuable and authentic

Last meaningful post was 6 months ago



Encourage followers with exclusive content and offers


8. Listen for Threats

Monitoring conversations in social media is your best early warning system


8. Listen for Threats

Monitoring conversations in social media is your best early warning system

• Learn what influences a buying decision

• Identify recurring complaints right away

• Keep them from snowballing

• Become part of the solution discussion


Phase III - Post-Launch

When the bright lights of the product launch fade, the conversations don’t have to end

Evaluate the sales results and ROI from and keep consumers engaged

Continue the conversations to influence the buying decisions of others

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9. Measure Sales Impact

There are many ways to measure success, but the one that matters is sales

Market Mix Modeling• Statistical analysis, predicts impact of

media spend on sales & ROI • Cross channel view of impact • Widespread use among CPGs, and

adopted by other industries• Analysis typically led by 3rd party

analytic companies

MMM

Test v. Control

Couponing

Surveys

ROI Measurement Practices


10. Sustain the Conversation

Consumers don’t think of engagement with your brand as an isolated

campaign, they expect it to be an ongoing process

Keep the conversation going

Introduce new topics & activities

that integrate with your marketing

calendarNew

Features / Success Stories

Contests


11. Optimize For Influencers Who Deliver

Evaluating influence to cultivate your strongest voices and replace the ones

not actively communicating about your brand

BzzAgent Recruiting Pool

Monthly AdvocatesOPTIMIZED FOR IMPACT

Quality and personalization of posts, frequency, “likes”, comments


12. Talk Social

More than just sounding hip

Important to interpret the data and

communicate what is important to

executives

Discuss the business impact


12. Talk Social

Talk the language of your audience:


• Pioneered field of advocacy marketing

• Powered by 800,000 volunteer consumers

• Core technology maximizes influence & scale

• Specializing in Fortune 500 brands

• FTC Compliance Team

• Strong analytic capability

BzzAgent is a social marketing company that accelerates word of mouth to drive sales


CPG FOOD/BEV OTHER

Select 2009-2010 Clients


Submit Your Questions


Additional Resources:

about.bzzagent.com

@bzzagent

Thank You

Andy [email protected]

Brian [email protected]

social media product launch

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