August 16, 2010
Bert Dumars, VP eBusiness and Interactive Marketing
Building Social Media Best Practices Across Multiple BrandsLaying the Groundwork for Building Brands That Matter™
Social Fresh Charlotte
2
Home & Family
- Culinary Lifestyles - Décor
- Beauty & Style - Baby & Parenting Essentials
- Rubbermaid Food & Home
5 Global Business Units:
3
Office Products
4 Global Business Units:- Technology - Everyday Writing & Coloring
- Fine Writing & Luxury Accessories
- Markers, Highlighters, Art & Office Organization
4
Tools, Hardware & Commercial Products
- Industrial Products & Services - Commercial Products
- Construction Tools & Accessories - Hardware
4 Global Business Units:
5
The Concept
» Many companies jump into social media without fully considering:
▪ Fit with brand positioning and target consumer audience
▪ Alignment and integration with business strategies and marketing plans
» We advocate a systematic approach to integrate social media into the planning process:
Establish target and
brand positioning /
purpose
Determine priority
touchpoints to engage target
Prioritize media
including social media
6
Agenda
» The Trap of Social Media
» Successful Brand Building
» Case Studies
» Q&A
7
Social Media is Big & Pervasive
» Facebook now has over 500 Million Active Users
» 24 hours of Video are uploaded to YouTube every minute
» Twitter has surpassed 21 Billion Tweets & Growing
» A Google Search for “Social Media Expert” yields 1.4 million results
» A Google Search for “Social Media” Book yields 11 million results
8
But Are We Rushing
Towards a Bright, Shiny Object?
9
Avoid the Pitfalls
Pitfall #1: Alienating the Core Consumer
Pitfall #2: Scaling without a Community
Pitfall #4: Lack of Integration
Pitfall #3: Online Hype ≠ Business Results
10
Pitfall #1: Alienating the Core Consumer
Situation:
» Motrin launched a TV, print and web campaign targeted at moms
» Message: Motrin can help relieve pain caused by fashion accessory (aka baby carriers)
Action:
» Angry moms tweeted, asking readers to boycott the product
» In one weekend, 21,000 viewers of YouTube video “Motrin Ad Makes Moms Mad”
“On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin brand, please accept
our sincere apology.”
Result:
» Campaign removed from all media
» Public apology on main site
» Unplanned investment in crisis management
11
Pitfall #2: Scaling Without a Community
Situation:
» Pressure to scale social media fans & followers
» Replicate mass coupon exposure and redemption
Action:» Implement Offers Tab
» Buy Fans by Giving away 1 bagel to Facebook fans
» Grow fan base at high velocity
Result:» Grew Facebook fans from 4,700 to
614,000: Jan. – July, 2010
» Community built on freebies & coupons
» Fans trained to expect free product & coupons
12
Pitfall #3: Online Hype ≠ Business Results
Situation:
» Dell has been a pioneer online and in social media
» Created Twitter account @DellOutlet
Action:
» February 2009, launched a Twitter only promotion with exclusive discounts
» The number of followers increased dramatically to 1.5 million by August 2010
» While 2009 Sales reached ~ $7 Million
Result:
» Campaign generated positive ROI but 0.00012% of total annual sales
» Several questions:
• Is it scalable?
• What’s next?
• Was this the biggest benefit?
13
Pitfall #4: Lack of Integration
Situation:» In 2009, Ashton Kutcher
vowed to beat CNN and become the first Twitter user to have 1 million followers
Result:» Ashton Kutcher “won”
» What did CNN get?
• Synergies between Ashton Kutcher and the CNN brand?
• Engaged followers?
Action:» CNN received much
coverage about its “race” with Kutcher
» Larry King accepted the challenge and invited Kutcher to be on his show
14
For many brands, this is all too common…
15
Still, if the social media world looks
something like this…
Most brands must be present!
16
Agenda
» The Trap of Social Media
» Successful Brand Building
» Case Studies
» Q&A
17
Brands Fail Because they Lack a Sound Business Strategy
Alienated core consumer for an audience that did not believe new brand positioning
Undifferentiated brand and competing against Bed Bath & Beyond with better business model
And not because of a lack of presence in social media!
Ignored changes in consumer behavior
18
“You don’t need a social media strategy. You need a brand strategy that leverages
social media”--Chris Kirubi, Chairman of Coca-Cola Nairobi
19
“Technology is the tail, not the dog.”
» Define what the brand stands for ▪ Target consumer
▪ The overall promise to the target consumer– Be relevant and compelling– Differentiate from the competition– Increase value– Decrease decision time
» Determine the brand strategy▪ Promise: What you offer to the consumer
▪ Fulfillment: How operations will deliver it consistently
▪ Monetization: How you will leverage it to drive profits
Source: “Brand Strategy First, Social Media Tactics Second”, SanderSays. June 30, 2010.
20
Long Term Relevancy: Consistency and Change
» What does the future vision of the brand look like?
▪ Is it sustainable?
▪ Will it be meaningful to consumers three to five years from now?
» Consistency over time does not mean remaining static
▪ Tactics will change depending on internal and external factors such as changes in consumer tastes or introduction of new media
The “Nike attitude” of having the drive to face challenges head on has
remained constant, despite changes in pricing, products and which
advertising mediums they used
Source: “Managing Brands Over Time”, Strategic Brand Management. 2008.
21
Business / Brand Strategy
Integrated Marketing Plan
(which may, or may not, include social media!)
22
» Using the brand positioning as a guide, the integrated marketing plan starts by defining the brand’s priorities
Point-of-Purchase?
Word-of-Mouth?Celebrity Endorsement?
Sampling?
Advertising?So many options, so
little and $$$!
23
How do your target consumers interact with your brand to make
purchase decisions?
Prioritizing Consumer Touchpoints
When and where is the best place to develop a relationship with them?
24
1. Category Need /
Consider-ation
2. Browsing & Education
3. Brand Awareness
4. Brand Consider-
ation & Trial
5. Brand Shopping
& Purchase
6. Brand Usage
7. Brand Preference
/ Recommen
-dation / Loyalty
Consumer Touchpoints Model
Brand Positioning
Grid
»Pick one or two touchpoints that will have the most impact with consumers, where they
• Gather information
• Make purchase decisions
• Are most open to being influenced / switching
»Determine the best way to develop a dialog with consumers at priority touchpoints
25
Agenda
» The Trap of Social Media
» Successful Brand Building
» Case Studies
» Q&A
26
Case Study:
1 Establish the brand’s positioning
Helping people free space and time for what matters
2Define the target market
Adults who find satisfaction in maintaining an organized lifestyle
Determine an unmet need based on consumer insights
Old containers have mismatched lids that make it difficult to stay organized
3
Four Platforms
Easy Find Produce Saver
Lock Its Premier
27
Case Study:
4 Determine the critical parts of the purchase decision tree and how they translate into key consumer touchpoints
Trigger
Intended Usage
Pre-Store Information
In-Store Information
Brand and Item Choice
Consumers research online (blogs, reviews, etc.) and purchase offline
4. Brand Consideratio
n & Trial
Packaging clearly communicates clear benefits 5. Brand
Shopping & Purchase
28
Case Study:
5 Establish the marketing plan based on the prioritized consumer touchpoints
Communicate the snap on lid benefit to the consumer in places where the consumer already seeks information
Packaging Advertising Coupons/FSI Social Media
29
Case Study:
Develop social media tactics that are aligned with the brand positioning and extend from the marketing plan objectives and strategy
Spur conversation about the trials and tribulations of getting organized, maintaining
consistency with mass media efforts
6
Social Media TV Spot
Great Business Results!
+10% Revenues
+1.9 points household penetration
FSI
30
Case Study:
1
Establish the brand’s positioning
The advocate for self expression
2
Define the target market
Creative, artistic young adults who seek opportunities to express themselves
31
Case Study:
3 Determine key consumer touchpoints that will have most impact with consumers
4. Brand Consideratio
n & Trial
6. Brand Usage
There’s a Sharpie for everything – attract consumers to try new SKU’s
Provide outlets for self expression through social media and digital tactics
32
Case Study:
4Establish the marketing plan based on the prioritized consumer touchpoints
Multi-medium campaign emphasizing Sharpie Pen & Sharpie Brand as the tool/
brand for self expression
TV Advertising
In Store PromotionsDigital
Social Media
33
Case Study:
Develop social media tactics that are aligned with the brand positioning and extend from the marketing plan objectives and strategy
5
Brand and product supported in social media, consistent with overall brand
strategy
Writing Success!
+1.2 points market share
Became the biggest writing brand in the US
Social Media Efforts
34
The power of social media is clear…
…but it can’t replace a solid brand strategy.
Ashton Kutcher and Britney Spears have more Twitter followers than the entire populations of Sweden, Israel and Switzerland.
35
Questions?