HOW WOM INFLUENCES BRAND STRATEGY

WOMMA CASE STUDY, JANUARY 2011

Beauty & social media nothing new

WOMMA case study, January 2011 2

But Braun new to social media

• Excited by social media – uncertain about scope

• No online orders capacity

• Needed to determine role in marketing mix

• Unclear about hair removal in social media

• Social listening study is critical before developing strategic recommendations

WOMMA case study, January 2011 3

X

X

?

Our methodology

• Automated search for concepts and brands

• Intelligent human analysis of themes and meaning

• Filtered according to demographic information

• Sample size of 20,000 mentions

• Partnership with digital and client team for devising recommendations

WOMMA case study, January 2011 4

Key finding: Twitter’s limited potential

WOMMA case study, January 2011 5

Strategic impact: Change the type of content produced

WOMMA case study, January 2011 6

Key finding: Brands not always welcome

WOMMA case study, January 2011 7

Strategic impact: Provide engaging, relevant content

WOMMA case study, January 2011 8

Did you know?

Top tips

Experts

‘How to...’Style info

Key finding: Authenticity requires honesty

WOMMA case study, January 2011 9

Strategic impact: Create a personality that stands for something

WOMMA case study, January 2011 10

Key finding: Long tail, greater opportunity

WOMMA case study, January 2011 11

How Braun responded

WOMMA case study, January 2011 12

Key challenges

• Demonstrating value of listening techniques and integration into PR programmes

• Explaining key messages for client audiences with very different knowledge levels

• Recommendations that were ambitious yet realistic

• Sustaining an always on solution

WOMMA case study, January 2011 13

Where next?

WOMMA case study, January 2011 14

• Watch this space! – www.facebook.com/braunbeauty

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

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

• Brand considering other category opportunities

• Learn & update, learn & update, learn & update…..

What we’d do differently

• More nuanced sentiment analysis for greater insight

• 6 month ‘temperature check’ to spot key developments

• Compare Fabulous Me demographic to wider audiences

WOMMA case study, January 2011 15

ANY QUESTIONS?