Brands-Only Summit Social Media Case Study: Moen, presented by Ginny Persons

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Information about Brands-Only Summit Social Media Case Study: Moen, presented by Ginny...
Marketing

Published on February 7, 2014

Author: socialmediaorg

Source: slideshare.net

Description

In her Brands-Only Summit presentation, Moen's Director of Online and Direct Marketing, Ginny Persons, gives us a behind-the-scenes look of their social media journey.

She shares how they monitored, piloted, and expanded their outreach to drive fan engagement.

Moen’s Social Media Journey Driving Fan Engagement GINNY PERSONS MOEN DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT

Moen’s Social Media Journey Driving Fan Engagement

Phased Approach Pinterest Sweeps Feb‘13 Houzz Jan‘13 KBIS Apr ‘12 Content Strategy Mar ‘12 Pilot & Learn Emerging Platforms Blogger Oct ‘11, Feb ‘12 Outreach Aug ‘11 Twitter Feb ‘11 Facebook Dec ‘10 Learning Loops Jun ‘10 Expand Reach Drive Engagement

Social Monitoring 2/5/2014 3

Social Learning Loops • • • Launch need-based initiatives as stand alone test “campaigns” Learn before committing resources Define timeframe/success criteria for campaigns, then determine longerterm strategy 2/5/2014 4

Consumer Services Integration • Constant integration with representatives in consumer services • Immediate consumer support and resolution via social channels • Adding consumer services associate to daily Facebook moderation 2/5/2014 5

Blogger Outreach Identified Key Blogger Influencers • • Based on unique audience size and alignment to brand/product content/theme Build longer-term relationships to drive advocacy and influence Initiated Relationships • • • Track ongoing relationship Tested sampling opportunities Hosted two bloggers at Inspire PR Blogger Relationships • • Aligned to traditional media outlets or existing relationships PR/Online ongoing collaboration to effectively manage blogger relationships 2/5/2014 6

2/5/2014 7

Blogger Outreach • • • • Awareness-driving program Select group of bloggers targeted to review product Bloggers organized by total reach, industry alignment and existing relationship Bloggers offered additional product if giveaway desired 2/5/2014 8

Emerging Social Platforms Because there are nuances in how consumers communicate on the various sites, Moen’s social efforts strategically evolve with new platform introductions. I need to eat I ate This is where I ate This is where I wish I ate Look at what I ate See how I ate Let’s all eat together I’m good at eating 2/5/2014 privileged and confidential 9

Moen Social Platforms – Sample Strategies • • • • • • • • • • • • • 2/5/2014 10

Expanded social marketing efforts drove a 186% increase in fan/followers 2/5/2014 privileged and confidential 11

Social Media Advisory A cross-functional panel of social media stakeholders within Moen and agency partners Organization and Marketing Leadership Social Media Advisory GBM Social Strategy, SMA Coordination & Communication GBM Emily & Angela Data Seekers & Research Research: Carolyn Kmieck Brand & Corporate Communications Brand: Beth Wallick Operations Business Unit Liaisons WBU: Jami Schneider Prod Quality: John Adamo Commercial: Kristin Meyers Retail: Brittany Bialowas Support from Critical Mass 2/5/2014 Prod Quality: John Adamo Support from Falls Customer Svc: Marcus Walker CSI: Tammy Howard Agencies: BU Partners 12

Social Content Strategy • Monthly content themes of conversations • Test-and-learn with different types of content • Infographics • Twitter chats 2/5/2014 13

Phased Approach Pinterest Sweeps Feb‘13 Houzz Jan‘13 KBIS Apr ‘12 Content Strategy Mar ‘12 Pilot & Learn Emerging Platforms Blogger Oct ‘11, Feb ‘12 Outreach Aug ‘11 Twitter Feb ‘11 Facebook Dec ‘10 Learning Loops Jun ‘10 Expand Reach Drive Engagement

Thank you! Ginny Persons Director, Digital and Direct Marketing Moen Incorporated 440-962-2019 ginny.long@moen.com @moen 2/5/2014 privileged and confidential 15

Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT

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