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Brand Management in the Social Media Age - SNACKEX presentations/12-06_2nd... · Social Media –...
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Social Media – where conversations start and relationships begin Brand Management in the Social Media Age Adrian Moss
Transcript of Brand Management in the Social Media Age - SNACKEX presentations/12-06_2nd... · Social Media –...
Social Media – where conversations start and relationships begin
Brand Management in the Social Media Age
Adrian Moss
Social Media – where conversations start and relationships begin
1 billion YouTube views in 6 months
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Lean Finely Textured Beef
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Avoiding being ‘Slimed’ – 5 P’s
• Participate
• Plan organisational responsibilities
• Pre-audit likely issues
• Package responses
• Practice
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Social Media – getting started
• Research current ‘buzz’
• Agree objectives, targets and ROI
• Decide ownership
• Agree editorial, publishing and comment guidelines
• Select platforms
• Add social media to crisis management plan
• Start with joining in the conversation
Social Media – where conversations start and relationships begin
What works?
• Conversational content
• Competitions & crowd sourced engagement
• Promotions
• ‘Behind the scenes’ info (fan club updates)
• Accepting criticism
• Taking issues ‘off line’
Social Media – where conversations start and relationships begin
Burts - Social Media in Action
• Family run, Devon based, established 1997
• Wholesome, natural, high quality and hand-made
• Locally sourced ingredients
• Work force engagement – shared commitment
• Main marketing was PR and events
• Social media started 2 years ago – focus in last 18 months
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
How did they start?
• Consumers already talking – Twitter and Facebook
• Joined in the conversation
• Editorial style to match corporate brand
• Honest, open
• Friendly and Personal
• Acknowledged, thanked and answered comments
• Update with news and info
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
How do they listen?
• Key words selected
• Monitoring via HootSuite and TweetDeck (free)
• Paid for service to check reach and engagement
Social Media – where conversations start and relationships begin
Best Practice Advice
• Extension of brand values
• Employees freedom
• Negative comments expected and responded to
• Integrate into Crisis Communication Plan
• Integrate into Communication Plan
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
On-going activities
• Personal postings by employees
• Crowd-sourced campaign to bring back delisted flavour
• Crowd Source suggestions for new flavours
• Support packaging re-design
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Burts top 3 tips
• Tell - don’t sell
• It’s a conversation – dialogue not monologue
• Keep content relevant to the brand
Social Media – where conversations start and relationships begin
EU Social Media Research
Social Media – where conversations start and relationships begin
Crisis management
• Evaluate tracking & analysis tools
• 100+
• Detailed review 12
• Trial of 2
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
mintel.com 31
Source: Base:
…But British and local origin are increasingly important
Factors influencing choice when buying food and (non-alcoholic) drink,
December 2012 and March 2013
“Thinking about buying food and non-alcoholic drink, which, if any, of the following factors are most likely to make you choose one product over another? Select up to three.”
GMI/Mintel 1,500 internet users aged 16+
21
5
14
7
14
11
14
15
21
11
21
23
34
27
6
6
7
10
12
13
14
17
20
21
23
30
0 10 20 30 40
None of these
Detailed foreign origin (eg Parma ham)
Traceable (eg to farm)
Organic
Regional origin (eg Lancashire cheese)
Fair pay for farmers
Sustainable (eg fish)
Environmentally friendly
Local origin (ie 30-mile radius)
Fair trade
Free-from pesticides
Animal welfare standards
British origin
%
Dec-12 Mar-13
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
Social Media – where conversations start and relationships begin
POCMS PROCESS RADIAN 6 DATA
KEYWORD
EXTRACTION
CHANNEL
SEPARATION
RISK BLAME EMOTION
RETRIBUTION
INDUSTRY FOCUS
CONSUMER
BEHAVIOUR
TWITTER FORUMS BLOGS
OTHER MAINSTREAM
MEDIA
ANALYTICS
Social Media – where conversations start and relationships begin
Platform use - EHEC
Belgium
News
Microblog
Forums
Videos
Germany News
Microblog
Forums
Videos
Blogs
Comments
Netherlands
News
Microblog
Forums
Videos
Spain News
Microblog
Forums
Videos
Blogs
Comments
France
News
Microblog
Forums
Videos
Ireland News
Microblog
Forums
Videos
Blogs
Comments
Social Media – where conversations start and relationships begin
Variation on SocMed platforms used between countries but….
• Fast ‘viral’ curve (synergy of traditional and social media)
• Quick decline (low level within few weeks – Twitter in days)
• Twitter – news with links to sources. Too short to comment
• Forums/Blogs – slower. More considered. Comments
• Little or no presence by ‘official authorities’
• Consumers seek information
• Online news quoted ‘by default’
FoodRisC Findings
Social Media – where conversations start and relationships begin
Crisis Response
• Multiple platform presence (go where consumers are)
• Established & Active presence (aware & re-act)
• Speed – every minute counts
• Leverage SEO terms consumers using
• Comment & link back to own and 3rd party info sources • Tweets – info plus link to sources
• Blogs - use subject matter experts & link to web site
• Video interviews and info – YouTube summary
Social Media – where conversations start and relationships begin
Anti-Slime Workshop
• Participate
• Plan organisational responsibilities
• Pre-audit likely issues
• Pre-packaged responses
• Practice
Social Media – where conversations start and relationships begin
+ 44 (0) 23 8044 8822 (office)
+ 44 (0) 7866 425914 (mobile)
