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
?
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?
