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DIGITAL & SOCIAL ENGAGEMENT
© Copyright 2013 Brandmovers, Inc.
In the complex, interconnected, and fragmented world of digital data, its tough to know how your brand is performing vs. your goals and competition. Its also hard to know which investments to make and where.
© Copyright 2013 Brandmovers, Inc.
QUESTIONS WE’RE HEARING FROM THE INDUSTRY
How do we align,
internally to maximize our
digital activations?
How should we deliver
online media to maximize
purchase intent?
What attitudes and topics drive
online conversation?
How do consumers consume
online media and what actions to they take
based on it?
How do we get everyone on the same
page?
Can we connect online
conversation to financial data and
sales?
How can conversation insights and
analytics feed marketing decisions?
© Copyright 2013 Brandmovers, Inc.
What is digital engagement?
© Copyright 2013 Brandmovers, Inc.
DIGITAL ENGAGEMENT IS…
Connecting with more customers, more frequently, more personally, through more channels, in a more meaningful way.
http://www.youtube.com/watch?v=rg0fmaCSDPg
© Copyright 2013 Brandmovers, Inc.
© Copyright 2013 Brandmovers, Inc.
What impact can digital engagement really have on my
customers?
© Copyright 2013 Brandmovers, Inc.
DIGITALLY ENGAGED BRANDS ARE…
• 86% more likely to be purchased
• 9% more likely to be repurchased
• 115% more likely to be recommended to others
SOURCE: Harvard Business Review, May 2012
© Copyright 2013 Brandmovers, Inc.
© Copyright 2013 Brandmovers, Inc.
Are my customers digitally engaged with my brand?
© Copyright 2013 Brandmovers, Inc.
THAT ONE’S A LITTLE TOUGHER…
Answered honestly, most marketers would say “no.”
PEOPLE TELL US…
it is too complex!there is too much data!there are too many platforms!there is not enough ROI!
© Copyright 2013 Brandmovers, Inc.
© Copyright 2013 Brandmovers, Inc.
THESE BRANDS CAN SAY “YES:”
HERE’S HOW WE HELPED THEM…
© Copyright 2013 Brandmovers, Inc.
Great results begin before the first image is created or the first line of code or copy is written. They begin by asking the right questions.
We want to know what your customers are currently thinking, what moves them towards purchase and what can keep them coming back for more.
• minDNA Engagement Research• Strategic POVs• Online Brand Positioning
Strategy• Customer Modeling• Channel Spend Analysis
DIGITAL STRATEGY
© Copyright 2013 Brandmovers, Inc.
minDNA ENGAGEMENT STUDYminDNA analysis answers critical questions about how your customers interact with your brand in the digital world.
How they:
• think about topics and bands
• talk about ideas and brands
• gather information
• and ultimately make decisions about purchases through digital channels.
The result is a custom roadmap to help your brand win through digital engagement.
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© Copyright 2013 Brandmovers, Inc.
INSIGHTS
BRAND
How much and to what extent are people talking about your
brand online?
CATEGORY
What are brands in your competitive set doing online and are
they winning or losing the conversation?
I II
BUSINESS
Where should your brand invest to deliver better results through digital engagement?
III
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© Copyright 2013 Brandmovers, Inc.
SOCIAL PHILOSOPHY
The truth is that customers have been “social” since way before the advent of the internet. Our philosophy is based in that truth and is upheld by four key “common sense” pillars:
We listen to your customers and build
strategies around what they care about
Create content that both excites and ads
value to the relationship with your
customer
Have the right resources in place
from which you can handle any customer
issue
Put the right tracking in place to ensure social is benefiting your bottom line
LISTENING CONTENT TRIAGE ANALYTICS
© Copyright 2013 Brandmovers, Inc.
CREATING A GLOBAL DIGITAL ROADMAP
Brandmovers identified three key insights common to all languages and markets and developed a globally-relevant digital roadmap for Nu Skin.
Brandmovers is now in the process of helping to implement that roadmap through social media activation and loyalty strategies.
RESULT
Nu Skin, a major health and beauty brand struggled to create a consistent voice across its presence around the globe.
SITUATION
Brandmovers designed and executed a MINDNA analysis of attitudes and behaviors of both consumers and distributors of health and beauty products across 7 languages, 15 countries and 4 global brands.
SOLUTION
Nu Skin could use its significant advantage among a key set of distributors to close a 30% gap in global online conversation.
In Asia, Nu Skin could better target consumers with more positive perceptions about the brand by shifting investment away from major social networks and into smaller, niche microblogs.
EXAMPLES OF ACTIONABLE INSIGHTS
Globally, Nu Skin could use its 20-point advantage over its competitors to position itself as a more relevant brand based on needs uncovered in online conversation.
Brandmovers Analyzed …
4,006,636 non-spam conversations 5,435,196,664 estimated impressions 40,000,000 searches
Across 7 languages, 15 countries & 4 brands.
© Copyright 2013 Brandmovers, Inc.
In 2010 Nestle responded to a Greenpeace video on YouTube by lobbying for it’s removal.
Greenpeace responded by asking fans to change their profile pictures to anti nestle slogans, Nestle threatening to delete comments from anyone doing so.
How not to get social
© Copyright 2013 Brandmovers, Inc.
Omni Channel content is essential, integration of multiple channels and networks across all devices, into web and mobile experiences that compel, inform and feed customer desires for engagement with your brand.
DESIGN & DEVELOPMENT
© Copyright 2013 Brandmovers, Inc.
COMPLIANCE
Ensure all legal aspects regarding rules & regulations are current.
• Official Rules & supporting material
• COPPA Compliance
• Social Media Compliance
• State & Country Filings (registration, winners list, etc.)
• Winner Selection (execute random drawings, contest judging, prize seeding, etc.)
• Secure entrant & winner documentation
• International promotions laws vary from country (i.e. Canada, Europe, Latin America, Asia)
Disney Pin-it-to-win-it PromotionsWalt Disney Company
© Copyright 2013 Brandmovers, Inc.
Grow your audiences and increase interest in the brand and entertainment properties.Create engagement in-and-around the topics that beneficial to consumers and let customers be the strongest ambassadors for the brand.
Community management approach:• Customer Services Best Practices• Content Calendars & Development• Access To Real-Time Online Triage Tools• Ongoing Measurement & Optimization
COMMUNITY MANAGEMENT
Dreamworks PicturesTurbo Racing League
© Copyright 2013 Brandmovers, Inc.
Turbo Racing League
336KFacebook Fans
50.4%Facebook Engagement
412KContest Views
© Copyright 2013 Brandmovers, Inc.
Social goes way beyond a type of media. We believe social allows us to engage in two way conversations to open the door to more engaging, profitable relationships with your customers.
Start by understanding the collective digital voice of your customers. Then we use data-driven insights to reach your customers in a more meaningful way.
Include:
• Online Brand & Profile Management
• Facebook, Twitter & Pinterest Promotions
• Influencer Outreach• Online Conversation Analysis &
Customer Purchase Modeling
SOCIAL ENGAGEMENT
Dairy QueenBlizzard 100 Check-In Promotion
© Copyright 2013 Brandmovers, Inc.
USER-GENERATEDCONTENT CAMPAIGNSAs content becomes currency, marketers need to understand that brands need solutions that balance the risks and rewards of UGC campaigns.
UGC Campaigns should include:
• Content Management & Approval
• Campaign Development
• Moderation Tools
• Mobile User Uploads
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© Copyright 2013 Brandmovers, Inc.
Currency based promotions such as auctions, loyalty, collect & win and earn & burn programs.
Offeri a combination of Standard & Reverse, Social Sharing, Single Sign-On, Client-Side CRM Integrations, and Flexible Reward Options then harness loyalty mechanics to drive loyalty and incentivize incremental purchases through frequency based promotions.
FREQUENCY PROMOTIONS
© Copyright 2013 Brandmovers, Inc.
© Copyright 2013 Brandmovers, Inc.
Papa Johns Super Bowl Coin Toss
24
3MMParticipants nationwide
for the Coin Toss
Sweepstakes
40%Opt-In rate
18%Increase in online
conversations. 16% higher
than the next competitor
© Copyright 2013 Brandmovers, Inc.
Simply fitting your assets or websites within a mobile screen isn’t enough to move the needle.
To reach and engage with your customers regardless of their device we’ve pioneered technology focused on using mobile web solutions and promotions for information capture, retail conversions and revenue enhancements.
Include:
• Mobile Applications
• Responsive Web Design
• Mobile Promotional Microsites
MOBILE APPLICATION SUPPORT
Universal StudiosDespicablimp Command Center
© Copyright 2013 Brandmovers, Inc.
Loyalty platforms have to be more than functional. They have to inspire and cultivate revenue-generation opportunities for your brand to be worth the investment.
Build loyalty through customer modeling and by incentivizing behaviors that activate your audience in fun and unexpected ways.
Our specialties include:
• Brand Loyalty Programs
• B2B/Sales-Force Incentives
• Point-Based Incentive Structures
LOYALTY PROGRAMS
Safilo Group/Giorgio Armani,Frames To Rewards Loyalty Program
© Copyright 2013 Brandmovers, Inc.
Embassy Suites “A Gift for You” Rewards
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228%ROI for Engagement
Experience
12%Higher rate of
bookings after users went
through experience
6%Higher spending rates
during their stay at hotel
© Copyright 2013 Brandmovers, Inc.
Princess Cheer Campaign
51%Email Opt-In Rate
2MM+Users reached on Facebook through
sharing
$250KIn ROI based on linked
bookings
© Copyright 2013 Brandmovers, Inc.
ANALYTICSReal time dashboards measure and track the performance of your solution from launch to close and beyond.
Overlay SEO data and online conversation monitoring in weekly, monthly or quarterly KPI reports that tell you what’s working, what your customers are responding to and identifying real-time opportunities to increase engagement.
© Copyright 2013 Brandmovers, Inc.
© Copyright 2013 Brandmovers, Inc.
The Global Leader in
Digital Engagement & Branding
Established In
2003
Offices in
Americas, Europe & Asia
© Copyright 2013 Brandmovers, Inc.
Andrew MitchellCEO
Brandmovers, Inc.amitchell@
brandmovers.com678-718-1840