Embed Size (px)
DESCRIPTION
Citation preview
H E W S O N | G R O U P
SOCIAL MEDIA BASICS FOR CONSUMER BRANDS
H E W S O N | G R O U P
How Brands Won Yesterday
promote
TraditionalCommunications
H E W S O N | G R O U P
How Brands Win Today
enable & support
liste
nresp
ond prom
ote
“Active Feedback Loop”
TraditionalCommunications
Social Media
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
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
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
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?
FacebookTwitterPinterestInstagramGoogle+ TumblrFlickrYouTube
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?
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
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
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
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-person④ Develop a brand story and voice as the basis for a
successful communications strategy⑤ Create an engagement strategy/brand playbook as a
foundation for your social efforts⑥ Consider proactive promotion strategies using all
communications channels, proven and yet-to-be-tested⑦ Optimize activities relentlessly
H E W S O N | G R O U P
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.
