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How Big Brands Use Social Media
1. How Big Brands Use
Social Media
#brandcampu
October 8, 2010
2. Presented by
Lynne d Johnson,
SVP Social Media, The ARF
Twitter: @lynneluvah
email: lynne@lynnedjohnson.com
Slideshare: www.slideshare.net/lynneluvah
5. Big Brands + Social Media #FAIL!"#$%& '()$% *%$& +, !-##(..
Source: Fast Company August 28, 2009
6. Big Brands + Social Media #FAIL!"#$%& '()$% *%$& "+ !,##(--
7. Big Brands + Social Media #FAIL
»"Many
people
dream
of
success.
Success
can
only
be
achieved
through
repeated
failure
and
introspec:on.
Success
represents
the
one
percent
of
your
work
that
results
from
the
99
percent
that
is
called
failure.”
-Soichiro Honda
8. It’s Not Always Social Media #FAIL
»Marke:ng
»PR
(Brand
Awareness,
Buzz)
»Customer
Service
»Brand
Relaunches
(Crowdsourcing)
10. Big Brands + Social Media #Success
flavor creator lab environment within the fan page
11. Big Brands + Social Media #Success
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black cherry-lime
caffeine + 8 key nutrients
made by fans, for fans on
14. »“The study of naturally occurring conversations, behaviors,
and signals, that may or may not be guided, that brings the
voice of people’s lives in to the brand.”
What Is Social Media Listening?
ARF Listening Playbook
The ARF Listening Playbook
by Steve Rapport – Knowledge Solutions Director, The ARF
15. » discover new customers
» develop new products
» monitor the competition
» give the consumer a voice
» take brand pulse
» understand shifts in consumer perspectives
Brands can use listening to:
16. Why Brands Listen
» Find Influencers and Let Them Engage New Customers For You
» Listen, Respond, Engage
» Don’t Just Sell
20. Social Listening Case Study
Example: Hennessy Discovers New Customers
The challenge
Hennessy stumbled upon a new consumer by listening to
linking behaviors. Consumers used Hennessy brand on
BlackPlanet pages and linked back to site.
The concept
Hennessy developed a full research plan to learn more about
the consumer and its values and connection with the brand.
The result (or) insight
Hennessy redeveloped its website to include this new customer
into the brand’s messaging, also including recipes and
wallpapers for downloading, as well as music integration.
Source:
ARF
Listening
Playbook
21. The Future of Social Listening
The Future
Monitoring Complete Lifestreams
Knowing Who People Really Are Using
Social CRM Tools