Tim Bay VP digital marketing, Wilton on measuring influence
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Tim Bay, VP digital marketing, Wilton talks about how Wilton measures influencers, creates killer blogger programs and measures results.
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Tim Bay VP digital marketing, Wilton on measuring influence
- 1. Measuring Influence, Finding the Right Bloggers and Measuring Success
- 2. What We’ll Cover • Business Strategy -> Blogger Strategy • How We Think About Influence • Business Case • Business Objectives -> Marketing Objectives • Measures of Influence • Measures of Success •Our Key Learnings •Q&A 2 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 3. Business Strategy Success Inspiration Instruction Products 3 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 4. How We Think About Influence Buttercream Icing Recipe • • • • • • 1/2 cup solid vegetable shortening 1/2 cup (1 stick) butter or margarine softened 1 teaspoon clear vanilla extract Easy-Add clear vanilla extract 4 cups sifted confectioners' sugar (approximately 1 lb.) 2 tablespoons milk If we don’t use all of the ingredients, we won’t achieve the desired result 4 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 5. How We Think About Influence Influence = Reach + Engagement 5 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 6. How We Think About Influence Reach must be the right kind – it must match the audience you are trying to connect with 6 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 7. How We Think About Influence Engagement is about whether the blogger can actually influence someone to take the action you want 7 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 8. Business Case - Our Consumer Segments 8 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 9. Business Case – The Opportunity Work with bloggers and leverage their influence to reach and engage new consumers and bring them into the activity 9 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 10. Business Case – Our Objectives • Build a more tactical relationship with bloggers • Reach an audience that we were under-indexed in – that we didn’t “talk to” as much as we’d like • Communicate the value of our education – how “We Make It Easy…” • Motivate people to take one of our classes … or use our other instruction • Learning from the engagement with those who were part of our target segment – including the bloggers • Build general awareness within this consumer segment of our brand and our value proposition 10 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 11. Business Case – What We Did • Wilton Mom Re-Treat • Invited 8 bloggers to our corporate office • Met with product managers, senior management, decorators, and marketers • Hands-on experience with our products • Took them through an abbreviated version of our classes 11 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 12. Business Case – How We Measured Success • Could we build a positive and productive tactical relationship with bloggers? • Could we get the bloggers excited and engaged? If we couldn’t accomplish that, we weren’t going to get that in their blog posts, mentions, etc. • Can we increase brand awareness? • Can we drive traffic from these blog posts to key areas on our website? • Do we attract engaged visitors to our digital properties as a result? • Do readers of the blog seem interested and excited about what we offer? 12 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 13. Business Case – How We Selected Bloggers Quantitative • Website traffic (e.g. Alexa.com, Compete.com, Quantcast.com) • Social following (Twitter followers, Pinterest followers, etc.) • ‘Digital Footprint’ growth Qualitative • Types of posts • Subject matter of posts • Post quality • # of comments – conversations • Previous work with brands 13 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 14. Business Case – Did We Succeed? Goal Achieved? Tactical Relationship Engage Bloggers – Make them Successful Build Awareness ? Engage Blog Readers Drive Class Registrations ? 14 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 15. Key Learnings • Align your blogger strategy with your overall digital marketing strategy – as your marketing strategy evolves, your blogger strategy should as well • Level set expectations around influencers • Don’t take shortcuts – spend the time to find the right relationships and then nurture those relationships • Recognize all bloggers aren’t the same – they have different backgrounds, different business approaches, etc. • Make it a multi-faceted strategy (not all of your blogger relationships have to be the same) • Identify measures of success before you start - even if they are ‘soft’ measures • Be comfortable with not controlling and dictating the message, but do provide bloggers information on your programs • Engage bloggers in your brand - speak with them, not to them 15 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
- 16. Q &A Contact Info: Tim Bay tbay@wilton.com Twitter: @timbay 16 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.