The document discusses the risks and benefits of brands incorporating social networking into their marketing strategies. It provides tips for marketers, including picking an environment where people share, moving to a conversational tone, dedicating resources, getting to know consumers in a moderated space, and acting on feedback. While some marketers fear losing control and negative reviews, embracing social media can provide consumer insights and help generate word of mouth when done properly.

1. Handing your brand to consumers Addressing the risks and realising the benefits Jackie Maxted Founder and CEO

3. beautyheaven is a brand that has experienced the upsides and downsides of consumer interaction “ Thank you so much for making beautyheaven such an interesting and interactive website…..” “ It’s just taken me like 20 minutes to get into the site! …It’s really annoying  ” I can’t find my way around the new homepage. Everything’s changed! “ What’s going on? I hate the changes you have made to the membership program.” “ I’m really addicted to this site and have bought products that have been discussed in this forum, products in which I have never heard of before ….” “ Beautyheaven you are doing a brilliant job!! The site is amazing, I’m putting as many of my friends on to it as I can……”

4. In talking to marketers, we’ve heard some pretty consistent objections to integration of social networking into the marketing mix Can I edit the reviews to make it sound better? What if someone writes a bad review? That feedback isn’t representative of MY consumers But I need to approve the reviews first! Can we only post the good ones? We have strict guidelines – it would need to be more scripted

5. We do understand where marketers are coming from as what they are really saying is……. “ I’m worried we will lose control of the brand image – which is strongly protected by local and global guidelines.” “ We’re in a risk averse environment right now – I don’t want to be a trail blazer or rock the boat.” “ I’ll never get this through my approval processes or my legal department.” “ I’m not sure where to start – it seems too big, too complex but niche. I’ll catch up when it is more mainstream.” “ I’m at 100% capacity – I just can’t take on any extra work right now and this seems like a lot of work.” “ The benefits are intangible. I can’t justify this as there is no obvious way to work out ROI”

6. Marketers that have embraced social media have found that when it goes right, it can be a marketers utopia 20 real consumer comments “ Thanks to Melmeko’s review I bought this little treasure!! x oxoxo” “ I haven’t tried ROC products in the past but I found Melmeko’s review very helpful and am considering purchasing the moisturiser. Great reviews girls!”” “ My favourite aspect of BH is the reviews and I usually consult before buying new products.” “ I have heard of the brand and seen it in my local Priceline. When I have finished my current moisturiser I will give this a shot, as they all sound promising.” “ I was so lucky to have been given the opportunity to trial this product. Normally I am quite cautious of trying new skincare (in fear of my skin reacting badly or breaking out) This ROC moisturiser was actually quite fabulous …. I will definitely be buying this product again (and perhaps some other ROC products too)”

8. Top 5 tips for incorporating social marketing elements into your mix