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H E W S O N | G R O U P SOCIAL MEDIA BASICS FOR CONSUMER BRANDS

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A 30,000 foot view of Social Media strategy and application outlining simple steps CPG / FMCG companies can begin to take to use social more effectively.

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H E W S O N | G R O U P

SOCIAL MEDIA BASICS

FOR CONSUMER BRANDS

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H E W S O N | G R O U P

How Brands Won Yesterday

Traditional

Communications

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How Brands Win Today

enable & support

“Active Feedback

Loop”Traditional

Communications

Social

Media

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H E W S O N | G R O U P

Social Media Can Be Powerful

Social Media

Direct Dialog with Customers

Active Branding

Campaign Support

Improved Search

Crowd Sourced Insights

Crisis Manage-

ment

Customer Service

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H E W S O N | G R O U P

Social Media Landscape

• Like conventional communications channels,

marketers have hundreds of social media properties

on which to engage with consumers

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H E W S O N | G R O U P

The Social-Industrial Complex

• Unlike conventional communications, social media

tools for marketers are complex and intimidating

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H E W S O N | G R O U P

Popular Social Media Outlets

• Even social properties which are most popular with

consumers can seem overwhelming to brand

marketers

• How’s a brand to know what path to take?

Facebook

Twitter

Pinterest

Instagram

Google+

Tumblr

Flickr

YouTube

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H E W S O N | G R O U P

Social Impact

• So, you have a facebook page?

• You’ve opened the door to consumers engaging

with you directly. Ready?

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H E W S O N | G R O U P

Social Impact

• People are talking about your brand without your

knowledge, input or control

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H E W S O N | G R O U P

Four Key Activities

① Listen

• Foundation for SM strategy

• ID communities of interest

• Capture sentiment real time

• Track marketing performance

② Engage

• Create a social media “Playbook”

• Be both proactive and reactive

• Support Brand Story

③ Analyze

• Consumer Insights

• Shopper Marketing Insight

• Competitive Intelligence

• Trends Analysis

④ Promote

• Integrate with offline

• Creativity inspires

• Multiple objectives

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H E W S O N | G R O U P

Initial Metrics Thoughts

• Social Media offers new opportunities to gauge the performance of your investments

• Research methodologies have yet to solidify that empirically correlate social media engagement to CPG sales activity

• Primary SM metrics are designed to track engagement

• Remains a proxy for sales impact

• “Likes” and # of followers less important than quality of engagement

• Direct marketing measurements can be leveraged

• eCoupons, Contests, Promotions

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H E W S O N | G R O U P

A Path Forward

① Align objectives and metrics for Social Media activities with overall brand communications objectives and activities

② Create an “active feedback loop” with broader listening to know where and how consumers want to engage with you

③ Respond as if you were being engaged with in-person

④ Develop a brand story and voice as the basis for a successful communications strategy

⑤ Create an engagement strategy/brand playbook as a foundation for your social efforts

⑥ Consider proactive promotion strategies using all communications channels, proven and yet-to-be-tested

⑦ Optimize activities relentlessly

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Key Considerations for Social Media

• Social Media best practices have begun to emerge– Developing a consistent brand “voice” drives familiarity and engagement

– “likes” and # of followers less important than quality of engagement

• Integrated communications across channels is important– consumers don’t differentiate where their information comes from,

just that it’s from a trusted source

• Foundational vs Campaign strategies– Social is a “way” of doing business that requires regular, ongoing stewardship

to be effective

– Campaign activity is only as effective as the foundation that’s been established

• Test and Learn approach is imperative to success– What approach will best resonate in which social channels

– Evaluate results of activities through the lens of specific measurement goals.

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H E W S O N | G R O U P

For More Information, please contact:

Bill Hewson

[email protected]

203-610-4649

@billhewson