How Braun used wom to drive brand strategy.ppt

HOW WOM INFLUENCES BRAND STRATEGY

WOMMA CASE STUDY, JANUARY 2011

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

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…..

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?