Social Media for Socially Conscious Brands Using Digital Branding

1. SOCIAL MEDIA MARKETING FOR SOCIALLY CONSCIOUS BRANDS A DIGITAL BRANDING APPROACH PRESENTED BY MARYANNE CONLIN PRESIDENT REDROPES DIGITAL NATURAL PRODUCTS EXPO EAST SEPTEMBER 27, 2013

2. Yea We’re On Facebook! Is Not a Social Media Strategy!

3. CHALLENGES FOR TRIPLE BOTTOM LINE BRANDS Expanding the Market and the Message without changing the Mission

4. THE IMPORTANCE OF DIGITAL BRANDING In the coming years, most consumer’s first interaction with your brand will be online! Branding your product correctly in the Digital Space will be MORE important than any other marketing activity! Digital Branding: (noun) a strategic approach to creating and maintaining a dynamic online marketing program.

5. TODAY’S TOPICS NEW TECHNOLOGY AND TRENDS Impact On Consumer Buying Behavior SEGMENTS & MESSAGING LOHAS and Mainstream DIGITAL STRATEGY AND SOCIAL MEDIA TOOLS Developing a Strategy & Implementing it

6. US MARKET SEGMENTS LOHAS 19% Mainstream 81% 70 % considered “Sustainable Mainstream” * Natural Marketing Institute (NMI)

7. CONSUMER SEGMENTS Label Readers Practical 17% Healthy 21% Trendy 22% LOHAS FIRST: VOICE THEN: STRATEGY THEN: EXECUTION

8. Segment Message Voice LOHAS Organic Deep Green – interested in both health & environment. HEALTHY Organic Foods are healthier because higher in antioxidants and other nutrients than Conventionals “Better for You” Yoga Mom –Interested in feeding her family healthy Yoga Grandma interested in maintaining HER health TRENDY Organic Food tastes better “Organic is Higher Quality” Foodies – interested in taste & quality PRACTICAL Maximize the quality you get for the price Coupon Clipper interested in high quality/low price VOICE It’s All About Me

9. DIGITAL STRATEGY AND TOOLS Website Facebook Pinterest Facebook Brand Advocates Twitter Instagram YouTube Google+ Tumbler Myspace Linkedin HOWTO DO IT FIRST:VOICE THEN:STRATEGY THEN: EXECUTION FOCUS!! More is Better Less is Better

10. GREAT WEBSITES WORK FOR CONSUMERS The Devil’s in the Details! • Product usage ideas & tips consumers actually search for • Formatted for how consumers think • Heavily Cross-Linked • Easy to View on Mobile • Trackable

11. WHAT MAKES GREAT CONTENT ON FACEBOOK/TWITTER/PINTEREST? Consumers Influencers Watching the game on Monday? Try this corn and hummus dip (10 minutes to make) via @TheMerrythought http://bit.ly/1d6j3BT What’s your favorite hummus dip? Boring Engaging

12. THE IMPORTANCE OF BRAND ADVOCATES Each Brand Advocate brings you 3 new customers…but LOHAS Brand Advocates bring you LOHAS customers

13. I CAN’T BE EVERYWHERE!

14. TRENDS AND TECHNOLOGY DEMOGRAPHICS • 31 Million adults identify as “Foodies” (14% of population) • Six million children have food allergies, (close to 10%) • 80 percent of consumers trust healthcare professional’s recommendations TECHNOLOGY AND COMMUNICATION • 50+% Facebook users access it via a mobile phone • Only 33% of consumers have ever followed a brand on Facebook • 60 % of social media users create reviews of products

15. ABOUT RedRopes Digital specializes in digital branding. We create a comprehensive presence in the digital space for our clients by developing successful targeting and positioning strategies first and then executing with creativity & flair. We have successfully launched a variety of products and created wildly successful promotions, advertisements, PR programs & social media for clients in the natural & CPG space. Our unique blend of experience with both CPG & natural brands, with moms, Hispanic consumers and entertainment and our marketing based focus makes us more than just a digital agency. We want to be your partner in growth! See more @ www.redropesdigital.com Follow me @maryanneconlin THANK YOU!! AWARDS CLIENTS Contact Us Today: maryanne@redropesdigital.com 562-607-9727

Notas del editor

Introduce myselfShow of hands – brands, retailers, none of the above
http://mashable.com/2011/04/22/csr-company-stages/Slow downTalk about challenges
People, Planet, Profits Capitalizing on new technologies and trendsBut also…..Targeting multiple marketsExpanding the message without changing the missionIn order to grow have a few choices- but targeting multiple markets rather than waiting for the consumer to catch up
People, Planet, Profits Capitalizing on new technologies and trendsBut also…..Targeting multiple marketsExpanding the message without changing the missionIn order to grow have a few choices- but targeting multiple markets rather than waiting for the consumer to catch up
SEGMENTSIdentify emerging consumer segments in the natural products space with particular focus on mainstream consumers – not unique to the natural space but clearly a challengeMESSAGINGUnderstand effective brand messaging for natural brands engaging with mainstream consumers on social mediaTECHNOLOGYAchieve new insights into consumer purchase behavior and the impact of new technologies STRATEGY AND TOOLS Analyze effective use of social media for green brands and Identify the top social media tools and practices that best meet your brand’s marketing objectives
Identify emerging consumer segments in the natural products space with particular focus on mainstream consumersThe Sustainable Mainstream is comprised of the following three segments:NATURALITES' interest in protecting the environment is mainly a byproduct of their internalized personal drive to be healthy and is primarily reflected in their consumption of products free of artificial ingredients.As indicated by their name, DRIFTERS are not as deeply committed to sustainability as LOHAS consumers are and as the youngest segment, DRIFTERS are steered by the latest trends. Since sustainability has recently been a hot-button issue, and with many “cool” brands launching green products, this group is a prime target and is driving much of the growth in the market.CONVENTIONALS are not particularly environmentally-conscious in attitude even though their behaviors sometimes indicate otherwise – they are practical consumers whose conservation and recycling efforts can make them a viable target for some practical green products, like CFLs.Finally, UNCONCERNEDS are that segment of the population that exhibit little regard for environmental responsibility, social issues, or healthy living.http://www.sustainablebrands.com/news_and_views/articles/where-are-green-consumers-nmi-takes-global-look
Understand effective brand messaging for natural brands engaging with mainstream consumers on social mediahttp://www.fastcocreate.com/3017868/the-10-commandments-of-contenthttp://newhope360.com/managing-your-business/young4ever-shoppers-could-be-your-best-natural-products-customers-yet
What market segments fit most closely with your brand promise?How does the messaging differ?Are you staying true to your brand image?Understand effective brand messaging for natural brands engaging with mainstream consumers on social mediahttp://www.fastcocreate.com/3017868/the-10-commandments-of-contentThe UK Soil Association review (2001) found that on average, conventionally grown produce tends to contain more water than organic produce, which contains more dry matter (20 percent more) for a given weight. This extra water, in effect, dilutes the conventional produce and perhaps explains the more "intense" flavor in its organic counterparts. The review showed that the higher water content of conventional produce also tends to dilute the nutrient content. So, organic produce is not only tastier but also a lot more nutrient dense. http://newhope360.com/managing-your-business/young4ever-shoppers-could-be-your-best-natural-products-customers-yet
Analyze effective use of social media for green brands and Identify the top social media tools and practices that best meet your brand’s marketing objectivesWhat do you think?Slow downCome Back - instead of “quiet”Top sites - http://www.ebizmba.com/articles/social-networking-websitesFacebook – best to reach broadest marketTwitter – Best to reach brand advocates ( and younger)After Brand Advocates – move down to the next tier of social media tools – because these are the province of brand advocates/sophisticated social media users
When you get stuck call me!!Anecdote!!
http://www.fastcocreate.com/3017868/the-10-commandments-of-contentWHY EACH IS DIFFERENTStick To your MessagingIt’s not (all) about youInsights inspire ideas - Know your consumer Be a storyteller at heartDon’t post and prayLoosen your gripListen to Other Brands
http://blog.zuberance.com/blog/brand-advocates-are-customer-acquisition-machines-each-will-bring-you-3-new-customers/Curation AND Content CreationThe importance of brand advocatesMozBarFollowerwonkBuzzfeedOther platformshttp://www.jeffbullas.com/2013/09/16/3-social-media-tools-to-identify-influential-bloggers/
http://www.fastcocreate.com/3017868/the-10-commandments-of-contentWHY EACH IS DIFFERENTStick To your MessagingIt’s not (all) about youInsights inspire ideas - Know your consumer Be a storyteller at heartDon’t post and prayLoosen your gripListen to Other Brands
Achieve new insights into consumer purchase behavior and the impact of new technologies 60% of population want to buy green17% of population is over 65Almost ¾ of consumers want “mobile friendly web sites”Pediatrics Journalhttp://shsfoodthink.com/ http://venturebeat.com/2013/01/14/the-view-from-ces-the-top-technology-trends-that-will-matter-in-2013/http://www.convinceandconvert.com/the-social-habit/11-shocking-new-social-media-statistics-in-america/http://pewinternet.org/Reports/2013/social-networking-sites.aspx

Social Media for Socially Conscious Brands Using Digital Branding

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Social Media for Socially Conscious Brands Using Digital Branding

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