BlogWell Chicago Social Media Case Study: Alberto Culver, presented by Stephen Strong and Brandy...

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“We Want a Facebook Page!”

Planning & Managing a Brand Presence in Social Media

5

“We Want a Facebook Page!”

Established Social Media Entry requirements for brand teams and agencies, prior to developing brand presences

– Social media objectives, based on overall marketing goals– Clear ownership of social strategy, execution, and maintenance– Quarterly goals for fans, followers, engagement– Budget commitment – Detailed communication calendar to demonstrate marketing program support

and – more importantly – ensure frequency of communication

6

Don’t Improvise in Social Media

Required an annual communication calendar for Facebook pages

1. Brand News: Specific product news and information

2. Pillar Events: Large integrated marketing programs

3. Marketing Program Support: Retail promotions, media programs, PR, event mkt

4. Fan Promotions: Facebook-only promotions and offers

5. Gap Fillers: Brand-relevant content that maintains communication during lulls

Identified objectives and goals for each type of communication

6. Recruit: Build fan base (organic and paid) – % fan increase, cost per fan

7. Communicate: Broadcast to fan feeds – impressions, page views

8. Engage: Encourage fan interactions – interaction rates, feedback %, fan comment sentiment, video/photo consumption

9. Reward: Provide special offers – coupons printed, sweepstakes entered, samples ordered, fan comments/sentiment

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Communication Objectives

Frequency Recruit Communicate Engage Reward

Pillar Events 1 – 3 annual X X X X

Fan Promotions 1 – 2 quarter X X X

Marketing Program Support

1 – 3 month X X

Brand News 1 – 5 month X

Gap Fillers 1 – 5 week X X

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Complex, but not Complicated

1 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 16 23 30 6 13 20FSITVTV Value Added Added Value opp: Call-

to-action "Learn tips

from the expert

skincare tips by

becoming a fan of

ours on Facebook!"

Added Value opp:

Call-to-action "Learn

tips from the expert

skincare tips by

becoming a fan of

ours on Facebook!"

Added Value opp:

Call-to-action "Learn

tips from the expert

skincare tips by

becoming a fan of

ours on Facebook!"

Paid Search

Natural Beauty

from the inside

out recipe

contest/samplin

g

New Year,

New you:

Ring in the

new year

w ith a

natural

skincare

regimen

- Natural

Beauty from

the inside out

recipe

contest/samplin

g

- Natural

Beauty from

the Inside out

Consumer

Contest

Dr. Gordon's

w eekly skincare

tip

Natural

Ingredient

of the

month

spotlight/lev

erage

product

aw ards

Natural Beauty from

the inside out recipe

contest/sampling

- ANNOUNCE "Visit

your nearest Rite-Aid

for $1 OFF Naturally

Clear Green Tea

Scrub and Cleanser!"

Create smooth

skin for

Valentine's Day

w ith tips from Dr.

Gordon

- ANNOUNCE

"Visit your

nearest Rite-Aid

for $1 OFF

Naturally Clear

Green Tea Scrub

and Cleanser!"

Heal skin f rom

Winter's chill:

Introducing

Intensive Healing

- ANNOUNCE

"Visit your

nearest Rite-Aid

for $1 OFF

Naturally Clear

Green Tea Scrub

and Cleanser!"

Dr. Gordon's

w eekly skincare

tip

- ANNOUNCE "Visit

your nearest Rite-

Aid for $1 OFF

Naturally Clear

Green Tea Scrub

and Cleanser!"

Natural Beauty

from the inside out

recipe

contest/sampling

Exfoliate to

reveal great

looking skin

- ANNOUNCE

"Look for us in

CVS Beauty

Magazine"

Be your ow n

aesthetician: Create a

do-it-yourself home

spa

- ANNOUNCE FSI -

"Be on the lookout for

HUGE savings in

Sunday paper (3/21)

-Dr. Gordon's w eekly

skincare tip

- Facebook w ill drive

consumers to

Taret/Wal*Mart for a

free 1 oz NCGT Scrub

- Say no to

Cellulite the

natural w ay! With

tips from Dr.

Gordon

- Facebook w ill

drive consumers

to Target/Wal-

Mart for a free 1

oz NCGT Scrub

-Seasonal tips

for Face and

Body: SPRING

- Facebook

w ill drive

consumers to

Wal-

Mart/Target

for a free 1 oz

NCGT Scrub

-Spring Clean

your routine

w ith tips from

Dr. Gordon

- Facebook w ill

drive

consumers to

Target/WM for a

free 1 oz NCGT

scrub

-Dr. Gordon's w eekly

skincare tip and

natural ingredient of

the month

spotlight/leverage

product aw ards


consumers to

Target/WM for a f ree

1 oz NCGT Scrub

Summer Skin

Soothers w ith

ingredients from

nature

Summer

Solstice

Skincare

Countdow n:

How to

prep skin

for summer

- Natural ingredient of

the month

spotlight/leverage

product aw ards


consumers to Wal-Mart

on the demo day to

receive a free sample

Dr. Gordon's skincare

tip

Natural

ingredient

of the

month

spotlight/lev

erage

product

aw ards

Great-

looking skin

at any age:

How to take

care of skin

in 20's, 30's

and 40's

Seasonal

Exfoliation tips

for Face and

Body: SUMMER

Dr. Gordon's

w eekly skincare

tip

Natural

ingredient of

the month

spotlight/lever

age product

aw ards

Discover

Nature's

Secret to

Timeless

Skin w ith

Timeless

Skin line

from St.

Ives

Dr. Gordon's

w eekly

skincare tip

Vacation Help:

How to keep

your skincare

regimen w hile

aw ay

Natural

ingredient of the

month

spotlight/leverag

e product

aw ards

Post-

Summer RX:

How to get

your skin

back in

shape after

a summer

w ith the

sun, sand

and beach

Dr.

Gordon's

w eekly

skincare tip

Natural

ingredient

of the

month

spotlight/lev

erage

product

aw ards

Harvest Your

Fall SKincare:

How to transition

from one season

to the next w ith

tips from Dr.

Gordon

Dr. Gordon's

w eekly

skincare tip

Natural

ingredient of

the month

spotlight/leve

rage product

aw ards

New Year,

New you:

Ring in the

new year

w ith a

natural

skincare

regimen

Reveal the

soothing

benef its of

Green Tea

- Link to

Jillian Acne

video

- Link to Dr.

G skin care

tips

Natural Ingredient

of the month

spotlight/leverage

product aw ards

Value Delivery:

Nat. Beauty

from the Inside

out recipe

contest/sampli

ng

- Trade offer

- Samples

- eCoupon

Email to drive

consumers to

Target/WM for a f ree

1 oz NCGT Scrub

Summer Skin

Soother w ith

Ingredients from

Nature

Email to drive

consumers to

Target/WM for

a free 1 oz

NCGT Scrub

Email to drive

consumers to

Target/WM for a

free 1 oz NCGT

Scrub

Dr. Gordon's skincare

tip

Summer

Solstice

Skincare

Countdow n

Natural ingredient of

the month

spotlight/leverage

product aw ards

Great-

looking skin

at any age:

How to take

care of skin

in 20's, 30's

and 40's

Seasonal

Exfoliation tips

for Face and

Body

Discover

Nature's

Secret to

Timeless

Skin w ith

Timeless

Skin line

from St.

Ives

Dr. Gordon's

w eekly

skincare tip

Post-

Summer RX:

How to get

your skin

back in

shape after

a summer

w ith the

sun, sand

and beach

Dr.

Gordon's

w eekly

skincare tip

Harvest Your

Fall SKincare:

How to transition

from one season

to the next w ith

tips from Dr.

Gordon

Dr. Gordon's

w eekly

skincare tip

Natural

ingredient of

the month

spotlight/leve

rage product

aw ards

PRLaunch

Event

CP

Wal*Mart

Target

CVS

Kroger LCM Face/Lotion LCM Face/LotionWalgreens

Rite AidRetail Plans

FaceBody

Face

Body

CVS

Face

Body

Face

Body

Walgreens

Face

Body

Face

Body Lotion/Wash/Polish: 2/$7 tied to B$10 G$5 Scan

Wal-Mart demo on NCGT Scrub; collatoral

distributed w ill provide info on Green Tea and

drive consumers to become Facebook fans

Lotion/Wash: BOGO Ad Lotion/Wash: 2/$7 Feature Lotion/Wash: 2/$7 Feature Lotion/Wash: 2/$7 Feature Lotion/Wash: BOGO 1 wkLotion/Wash: 3/$9.99Lotion/Wash: $1 OFF TPR

$2 Scan off PolishLotion/Wash: 2/$7$2 Scan off Polish Lotion/Wash: 2/$7 Feature Lotion/Wash: 2/$7 Feature

Rite Aid

3/$9.99 Base Scrubs Ad for $3.99 Scrubs with Feature Elements and Apricot Jar 2/$7 w/ $1 OFF Base Scrubs 2/$7

Hang tags to announce Naturally Clear Green Tea - Tags: "Learn how to fight your acne, naturally with celebrity Aesthetician,

Jillian Wright when you become fans of St. Ives on FACEBOOK!" Face BOGO and 1 wk ad Any Face 2/$7 Any Face 2/$7 Base Scrubs End Cap Any Face 2/$7 BOGO Scan 1 wk Face: 2/$7 tied to B$10 G$5 Scan

Lotions: 1 wk BOGOWash: BOGO w/ Scan down $1.05 Wash: BOGO 1 month

Lotions: Ad and TLCWash: 2/$6 Wash: 2/$6 Wash: 2/$6

Lotions: Scan down BaGbWash: Scan BaGb with Polish Lotions: Bonus and Scan down 1 wk BOGO

Lotions/Polish: Bonus ShipWash: BOGO 1 wk

Lotions: 2/$6 1 wkWash: Scan But Polish get BW free w/ BA suggestive sell Lotions: $3.99 TLC Ad for 1 wk

Bonus Scrubs PDQOct BaGb 1 wk with Lotions Face: 2/$6 TLC Base: 2/$6 1 wk

2/$6 TLC PDQ displays for NCGT

NCGT $2 OFF in WAGS coupon bookPDQs for NCGT TLC 2/$7 NCGT Fishbowls NCGT Fishbowls

2/$6 TLCNCGT Fishbowls NCGT Fishbowls 2/$6 TLC

Endcap on NCGT 2/$6 Endcap on Base ScrubsLotions: 2/$6; Wash 2/$5 scan w/ $5.99

Polish Lotions: 2/$6; Wash: 2/$5 Scan Lotions: 2/$6 Ad with Endcap; Wash: 2/$5 Scan with $5.99 PolishLotions 2/$6

Wash: Endcap Lotions: 2/$6 Endcap

Face: 2/$6 2/$6

Face and Lotions: $1 OFF LCM

Endcap on Base Scrubs

$1 OFF LCM Face/Lotion

Lotions/Wash: Dec Family Ad $3.99 Combo Ad 2/$7 Lotions/Wash 3/$10 Ad and Bonus Wash displaysLotions/Wash 3/$10

2 day BOGO

Kroger

Bonus Body Wash

Oct Family Ad $3.99 Nov Family Ad Dec Family Ad Combo Ad 2/$7Bonus Scrubs Endcap

NCGT PDQs

CVS Million $ Month

- 3/$10 Ad and displays on NCGT

- Beauty Bulletin Ad focus NCGT w ill communicate to "Learn how to f ight your

acne, naturally w ith celebrity Aesthetician, Jillian Wright w hen you become fans

of St. Ives on Facebook!"

- BA ad focus NCGT $3/10 on Base Scrubs and NCGT

STI Scrubs, Lotions, Wash Ad $3.99 1 week STI Family Ad 2/$7 STI Family Skin Combo Ad 2/$7 Buy $10Get$5Extra Care Bucks on any STI

ProductLotions/Wash: Oct Family Ad $3.99 Lotions: Nov Ad $3.99/ Wash: 2 day BOGO Ad

Bonus Lotion$0.50 OFF IRC on Wash: Nov-Dev Lotion TPC and Bonus Body Wash Body Wash $0.25 TPC Bonus Body Wash

Lotion TPC

Bonus Body Wash

Target$0.50 OFF IRC: Nov-Dec

Compare and Save Ad: Nov1 oz NCGT Scrub wrapped to 18 oz BW; communication will drive consumers to Facebook

Bonus sidecap on Base Scrubs Catalina on Base Scrubs 10% Scan on Base Scrubs

Wal*Mart

1 oz NCGT Scrub wrapped to 18 oz BW; communication will drive consumers to Facebook Wal-Mart demo on NCGT Scrub; collatoral distributed w ill provide info on Green Tea and

drive consumers to become Facebook fans

Bonus Lotion Lotion Roll-back and Bonus Body Wash

CRM database

emails

Each letter w ill have call to action to become Facebook fan, link to Jillian video and link to Stives.com should the consumer need detailed product info Each letter w ill have call to action to become Facebook fan, link to Jillian video and link to Stives.com should the consumer need detailed product info

Banner linked to Facebook

Paid Search will drive consumers to Stives.com; Stives.com will have banner on homepage directing consumers to Facebook

Banner linked to Facebook Banner linked to Facebook Banner linked to Facebook Banner linked to Facebook Banner linked to Facebook

Jillian Wright Exfoliation video and show case Exfoliation TV

spot

Reveal the soothing benef its of Green Tea: New Naturally Clear line w ith Jillian

video


video

Jillian Wright Mantra video

Online (website)

Banner linked to Facebook Banner linked to Facebook


video AND show case NCGT TV spot


video AND show case NCGT TV spot

Banner linked to Facebook

Reveal the soothing benef its of Green Tea: New Naturally Clear line w ith

Jillian video

Jul Aug Sep

Jillian Wright Exfoliation video Jillian Wright Exfoliation video Jillian Wright Exfoliation video

St. Ives NCGT FY10 CalendarQ1 Q2 Q3 Q4

JanNov Apr Jun

Online (Facebook)

Green = emphasis on NCGT

Reveal the soothing benef its of Green Tea: New Naturally Clear line w ith

Jillian video

Oct Dec Feb Mar May

Added Value opp: Call-to-action

"Learn tips from the expert skincare

tips by becoming a fan of ours on

Facebook!"

Added Value opp: Call-to-action

"Learn tips from the expert

skincare tips by becoming a fan

of ours on Facebook!"

1 oz NCGT Scrub wrapped to 18 oz BW; communication will drive consumers to Facebook

1 oz NCGT Scrub wrapped to 18 oz BW; communication will drive consumers to Facebook

CVS Million $ Month

- Beauty Bulletin Ad focus NCGT w ill communicate to "Learn

how to f ight your acne, naturally w ith celebrity Aesthetician,

Jillian Wright w hen you become fans of St. Ives on

Facebook!"

- BA ad focus NCGT

Hang tags to announce Naturally Clear Green Tea - Tags will communicate: "Learn how to fight your acne, naturally with celebrity

Aesthetician, Jillian Wright when you become fans of St. Ives on FACEBOOK!"

Banners to announce Naturally Clear Green Tea

3/21 FSI Features NCGT

- $1.50 off Face

- $1.00 off Body

FSI w ill call consumers to "Learn how to f ight

your acne, naturally w ith celebrity

Aesthetician, Jillian Wright w hen you become

fans of St. Ives on Facebook!"

Each letter w ill have call to action to become Facebook fan, link to Jillian video and link to Stives.com should the consumer need detailed product info

Goal Feb-Mar: Heavy-up in-book editorial on Naturally Clear Green Tea

Reveal the soothing benef its of Green Tea: New Naturally Clear line w ith Jillian video Jillian Wright Mantra video

Reveal the soothing benef its of Green Tea: New Naturally Clear line w ith Jillian video and

show case NCGT TV spot

Jillian Wright Mantra video and show case Exfoliation TV spotJillian Wright Mantra video and show case Exfoliation TV spot Jillian Wright Exfoliation video and show case

Exfoliation TV spot

Jillian Wright Exfoliation video and show case Exfoliation TV

spot

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Examples & Learnings

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Behind the ScenesPhotos & Videos

Daily Facebook Fan Voting

Pillar Event

Frequent Wall Posts

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Pillar Event Support

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Pillar Event Recruiting

Online Media Facebook Media

13

Pillar Event Learnings

• Before Launch– Develop content strategy prior to usage negotiations– Agencies to provide Facebook content recommendations as part of their

broader programs– Identify opportunities to recruit new fans

• During Program– Schedule bursts of content– Central coordination of content uploads– Leverage media / blogger buzz on your wall – Extend Facebook call to actions into other digital channels (banners, brand site)

• After Program– Optimize future programs based on fan comments/engagement with content– Record Facebook Insights reports for the specific time period

14

Word of Mouth

Fan Promotions to Reward & Recruit

“Free” Traffic

Paid Media

15

Fan Promotions Learnings

• Simple works best

• Effective for steady organic fan growth

• Allow easy sharing to recruit new fans organically

• Promote off Facebook

• Be prepared to address consumer complaints on your wall

• Announce via status post when the promotion is over

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Online MediaPrint Media

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Retail Promotions

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Marketing Support Learnings

• Collaboration between Brand and Agencies– Media and PR teams– Retail and consumer promotions

• Embed content into Facebook pages when possible– Photos, videos– Negotiate content rights in media RFPs– Enhance programs, not just repurpose them

• Review communication calendar quarterly to keep up to date

• Don’t become a Social FSI

20

Brand News

New Product LaunchesProduct Awards / Media Coverage

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Brand News

Found ContentBrand Content

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Brand News Learnings

• Many fans are loyal users and want to hear about your products– Promote products in context of a conversation, not a press release

• Aggregate content from all brand sources – Brand web sites, YouTube channels, offline

• Leverage other marketing programs to provide content– PR programs– Editor events– Event marketing

• Find and promote consumer generated content

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Gap Fillers

General ContentLeveraging Paid Media Content

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Gap Filler Learnings

• Keep content target-relevant with a brand lens

• Leverage media dollars for additional content

• Open ended questions, surveys and polls encourage engagement

• Monitor and moderate your wall

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Final Recommendations

• Organize Your Calendar– Your Agencies can’t do it alone– Brand marketing team needs to own the master calendar

• Organize Your Content– Multiple channels of content, one stop for upload/maintenance– Don’t “over talk” on your wall– Establish an archive strategy for old programs

• Organize Your Learnings– Monthly recaps of fan growth, page engagement, trends– Quarterly assessments against established goals– Incorporate Facebook results into broader program measurement– Annual best practices to guide marketing plans– Share across brands

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Q & A

BlogWell Chicago Social Media Case Study: Alberto Culver, presented by Stephen Strong and Brandy...

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Transcript of BlogWell Chicago Social Media Case Study: Alberto Culver, presented by Stephen Strong and Brandy...