suominen case study - market research summit: 6th november 2013
DESCRIPTION
Case study about how a 150 year old non-woven manufacturer has been using social media to stimulate market research through digital community.TRANSCRIPT
Hello.
150 year old Finnish company is treading new ground for non-wovens and in manufacturing, very exciting time and very innovative .
Suominen revised its strategy in 2012 – the goal is that by 2015 they had earned a reputation as an innovator, a change agent in its market and have an entrepreneurial spirit
Challenges
Consumer Friendly BrandBuild
CommunityEngag
eGather
Intel
Converged Media Strategy
Paid Owned
Earned
Converged
• Sponsored stories• PPC• Bloggers
• Corporate website• WLW site
• Influencers
Consumer Friendly Brand
Build Community
“98.6% of fans who like your page may never return….
Source: http://www.slideshare.net/jeremywaite/social-bakers-adobe-likecycle
Content Drives Participation
*Relevant
Content Is King… Distribution is QUEEN
PONBE
Paid Owned
Earned
Converged
Engage
Social MediaIncentives
Online Registrations
Baby & Toddler Makeup & Beauty Around the House Health & Hygiene Out & About / Pets
Follow up, segmented, detailed questionnaires
Gather Intel
Consumer Friendly Brand
Build Community
Engage
Gather Intel
www.navadagroup.com
Get in touch…www.navadagroup.com
@NavadaGroup @schtevey @JeremyForsberg