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HOW WOM INFLUENCES BRAND STRATEGY<br />WOMMA Case study, January 2011<br />

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Beauty & social media nothing new<br />WOMMA case study, January 2011<br />2<br />

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But Braun new to social media<br />Excited by social media – uncertain about scope<br />No online orders capacity<br />Needed to determine role in marketing mix<br />Unclear about hair removal in social media<br />Social listening study is critical before developing strategic recommendations<br />WOMMA case study, January 2011<br />3<br />X<br />X<br />?<br />

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Our methodology<br />Automated search for concepts and brands<br />Intelligent human analysis of themes and meaning<br />Filtered according to demographic information<br />Sample size of 20,000 mentions<br />Partnership with digital and client team for devising recommendations<br />WOMMA case study, January 2011<br />4<br />

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Key finding: Twitter’s limited potential<br />WOMMA case study, January 2011<br />5<br />

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Strategic impact: Change the type of content produced<br />WOMMA case study, January 2011<br />6<br />

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Key finding: Brands not always welcome<br />WOMMA case study, January 2011<br />7<br />

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Strategic impact: Provide engaging, relevant content<br />WOMMA case study, January 2011<br />8<br />Experts<br />Top tips<br />Style info<br />‘How to...’<br />Did you know?<br />

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Key finding: Authenticity requires honesty<br />WOMMA case study, January 2011<br />9<br />

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Strategic impact: Create a personality that stands for something<br />WOMMA case study, January 2011<br />10<br />

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Key finding: Long tail, greater opportunity<br />WOMMA case study, January 2011<br />11<br />

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How Braun responded<br />WOMMA case study, January 2011<br />12<br />

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Key challenges<br />Demonstrating value of listening techniques and integration into PR programmes<br />Explaining key messages for client audiences with very different knowledge levels<br />Recommendations that were ambitious yet realistic <br />Sustaining an always on solution <br />WOMMA case study, January 2011<br />13<br />

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Where next?<br />WOMMA case study, January 2011<br />14<br /><ul><li>Watch this space! – www.facebook.com/braunbeauty

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Pushing other engagement opportunities, eg, competitions, quizzes, etc

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Paid for page support via Facebook engagement ads to drive ‘likes’

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Brand considering other category opportunities

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Learn & update, learn & update, learn & update…..</li></li></ul><li>What we’d do differently<br />More nuanced sentiment analysis for greater insight<br />6 month ‘temperature check’ to spot key developments<br />Compare Fabulous Me demographic to wider audiences<br />WOMMA case study, January 2011<br />15<br />

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ANY QUESTIONS?<br />