Moen's social media journey driving fan engagement, presented by Ginny Persons

transcript

SOCIALMEDIA.ORG/SUMMIT2013ORLANDO

Moen’s social media journeydriving fan engagement

GINNY PERSONSMOEN

DECEMBER 9–11, 2013

Moen’s Social Media Journey

Driving Fan Engagement

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

Social Monitoring

2/5/2014 3

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

2/5/2014 4

• 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

2/5/2014 5

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

2/5/2014 6

2/5/2014 7

• 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

2/5/2014 8

Emerging Social Platforms

I need to eat

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

2/5/2014 9 privileged and confidential

Because there are nuances in how consumers communicate on the various

sites, Moen’s social efforts strategically evolve with new platform introductions.

Moen Social Platforms – Sample Strategies

2/5/2014 10

Expanded social marketing efforts drove

a 186% increase in fan/followers

Social Media Advisory

GBM Social Strategy, SMA

Coordination & Communication

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

2/5/2014 12

• Monthly content themes of conversations

• Test-and-learn with different types of content

• Infographics

• Twitter chats

Social Content Strategy

2/5/2014 13

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

Thank you!

Ginny Persons

Director, Digital and Direct Marketing

Moen Incorporated

440-962-2019

ginny.long@moen.com

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