Social Media for Socially Conscious Brands Using Digital Branding

SOCIAL MEDIA MARKETING FOR SOCIALLY CONSCIOUS BRANDSA DIGITAL BRANDING APPROACH

PRESENTED BY

MARYANNE CONLIN

PRESIDENT

REDROPES DIGITAL

NATURAL PRODUCTS EXPO EAST

SEPTEMBER 27, 2013

Yea We’re On

Facebook!Is Not a Social

Media Strategy!

CHALLENGES FOR TRIPLE BOTTOM LINE BRANDS

Expanding the Market and the Message without changing the Mission

THE IMPORTANCE OF DIGITAL BRANDING

In the coming years, most consumer’s first interaction with your brand will be online!

Branding your product correctly in the Digital Space will be MORE important than any other marketing activity!

Digital Branding: (noun) a strategic approach to creating and maintaining a dynamic online marketing program.

TODAY’S TOPICS

NEW TECHNOLOGY AND TRENDSImpact On Consumer Buying Behavior

SEGMENTS & MESSAGING

LOHAS and Mainstream

DIGITAL STRATEGY AND SOCIAL MEDIA TOOLS

Developing a Strategy & Implementing it

US MARKET SEGMENTS

LOHAS19%

Mainstream81%

70 % considered “Sustainable Mainstream”

* Natural Marketing Institute (NMI)

CONSUMER SEGMENTS

Label Readers

Practical17%

Healthy21%

Trendy22%

LOHAS

FIRST: VOICETHEN: STRATEGYTHEN: EXECUTION

Segment Message Voice

LOHAS Organic Deep Green – interested in both health & environment.

HEALTHY Organic Foods are healthier because higher in antioxidants and other nutrients than Conventionals

“Better for You”

Yoga Mom –Interested in feeding her family healthyYoga Grandma interested in maintaining HER health

TRENDY Organic Food tastes better

“Organic is Higher Quality”

Foodies – interested in taste & quality

PRACTICAL Maximize the quality you getfor the price

Coupon Clipper interested in high quality/low price

VOICE It’s All About Me

DIGITAL STRATEGY AND TOOLS

Website

Facebook Pinterest

FacebookBrand Advocates

Twitter

Instagram YouTube Google+

Tumbler Myspace Linkedin

HOW TO DO IT

FIRST: VOICETHEN: STRATEGYTHEN: EXECUTION

FOCUS!!

More is Better

Less is Better

GREAT WEBSITES WORK FOR CONSUMERS

The Devil’s in the Details!• Product usage ideas & tips consumers

actually search for

• Formatted for how consumers think

• Heavily Cross-Linked

• Easy to View on Mobile

• Trackable

WHAT MAKES GREAT CONTENT ON FACEBOOK/TWITTER/PINTEREST?

Consumers

Influencers

Watching the game on Monday? Try this corn and hummus dip (10 minutes to make) via @TheMerrythought http://bit.ly/1d6j3BT What’s your favorite hummus dip?

Boring

Engaging

THE IMPORTANCE OF BRAND ADVOCATES

Each Brand Advocate brings you 3 new customers…butLOHAS Brand Advocates bring you LOHAS customers

I CAN’T BE EVERYWHERE!

TRENDS AND TECHNOLOGYDEMOGRAPHICS

• 31 Million adults identify as “Foodies” (14% of population)

• Six million children have food allergies, (close to 10%)

• 80 percent of consumers trust healthcare professional’s recommendations

TECHNOLOGY AND COMMUNICATION

• 50+% Facebook users access it via a mobile phone

• Only 33% of consumers have ever followed a brand on Facebook

• 60 % of social media users create reviews of products

ABOUT

RedRopes Digital specializes in digital branding.

We create a comprehensive presence in the digital space for our clients by developing successful targeting and positioning strategies first and then executing with creativity & flair.

We have successfully launched a variety of products and created wildly successful promotions, advertisements, PR programs & social media for clients in the natural & CPG space.

Our unique blend of experience with both CPG & natural brands, with moms, Hispanic consumers and entertainment and our marketing based focus makes us more than just a digital agency. We want to be your partner in growth!

See more @ www.redropesdigital.com

Follow me @maryanneconlin

THANK YOU!!

AWARDS

CLIENTS

Contact Us Today: maryanne@redropesdigital.com 562-607-9727