Social Media Product Launch
description
Transcript of Social Media Product Launch
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BzzAgent Proprietary & Confidential 2011
The Social Media Product Launch
March 2011
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Today’s Presenters
Andy RoebuckVP Sales
Brian CavoliDirector of Marketing
Submit Your Questions for Discussion After the Presentation
Share your thoughts #bzzagent
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The Social Media Product Launch
For a product launchto be embraced by consumers and
spread throughout their social circles,
they need to be part of the process.
Social media practices now give companies the best
chance for a successful and highly
profitable product launch.
This webinar describes 12 ways consumer advocates
can drive sales for your new product.
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Standard Launch Pattern
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SALE
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StandardLaunch Pattern
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Social Media Accelerates Momentum
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SALE
S Accelerated Launch Pattern
StandardLaunch Pattern
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Embracing Social Media
• Thousands of new products are introduced every month, but about
80% fail on introduction
• Consumer advocacy can be the difference between the success and failure of a launch
• Marketing is all about the consumer
• They go to great lengths for the brands they believe in
• …If you give them the tools
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Marketers encouraging active consumer
participation early and listening to what’s being
discussed have the best chance for a
successful and highly profitable launch.
Product Launch Success
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Traditional View of a Launch
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The Product Launch Cycle
Today’s Social Media Launch Cycle:
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The Product Launch Cycle
Today’s Social Media Launch Cycle:
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Phase I - Pre-Launch
Pre-Launch is the time when consumers can help you test everything
Once a product is launched, changes are more complicated, expensive and potentially much more embarrassing
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1. Crowdsource Great Ideas
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1. Crowdsource Great Ideas
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1. Crowdsource Great Ideas
Four Categories:• Future of Work
• Connected Life
• New Ways To Learn
• Future of Entertainment
Open, global innovation contest developed to
encourage collaboration among
entrepreneurs and help identify new potential
billion-dollar business ideas for Cisco.
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2. Test Marketing Messages
Consumers will tell you what they like… and don’t like about your marketing
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3. Gather Feedback Early
Consumers can identify problems and manufacturing flaws early
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Phase II – The Launch
The prep work is done, the plans are in place and your message is about to hit the market… now it’s time to move product.
Here’s how to enable consumers to be your most persuasive advocates
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4. Develop Shareable Experiences
Advocates are knowledgeable and want to be perceived as thought leaders
CouponsSampling Product Info
Video Parties Events
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5. Increase Media Coverage
Journalists turn to social media to research stories
Create a groundswell of enthusiasm around your brand
89%65% 52%
Blogs Facebook Twitter
It’s far more effective than an ad, a press release or a PR pitch
Source: Cision, George Washington University
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6. Create Consumer Videos
Encourage customers to create their personal review videos
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"We have some haul videos that compare
to major cable channels in views" - Shishir Mehrotra, YouTube’s Dir of Product Management
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7. Add Product Discussion on Facebook
Use your customer community to help sell your new product
Facebook URLs are common in ads, often more than company sites
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Educating and influencing consumers every day
7. Add Product Discussion on Facebook
Make the conversation current, valuable and authentic
Last meaningful post was 6 months ago
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7. Add Product Discussion on Facebook
Encourage followers with exclusive content and offers
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8. Listen for Threats
Monitoring conversations in social media is your best early warning system
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8. Listen for Threats
Monitoring conversations in social media is your best early warning system
• Learn what influences a buying decision
• Identify recurring complaints right away
• Keep them from snowballing
• Become part of the solution discussion
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Phase III - Post-Launch
When the bright lights of the product launch fade, the conversations don’t have to end
Evaluate the sales results and ROI from and keep consumers engaged
Continue the conversations to influence the buying decisions of others
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9. Measure Sales Impact
There are many ways to measure success, but the one that matters is sales
Market Mix Modeling• Statistical analysis, predicts impact of
media spend on sales & ROI • Cross channel view of impact • Widespread use among CPGs, and
adopted by other industries• Analysis typically led by 3rd party
analytic companies
MMM
Test v. Control
Couponing
Surveys
ROI Measurement Practices
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10. Sustain the Conversation
Consumers don’t think of engagement with your brand as an isolated
campaign, they expect it to be an ongoing process
Keep the conversation going
Introduce new topics & activities
that integrate with your marketing
calendarNew
Features / Success Stories
Contests
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11. Optimize For Influencers Who Deliver
Evaluating influence to cultivate your strongest voices and replace the ones
not actively communicating about your brand
BzzAgent Recruiting Pool
Monthly AdvocatesOPTIMIZED FOR IMPACT
Quality and personalization of posts, frequency, “likes”, comments
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12. Talk Social
More than just sounding hip
Important to interpret the data and
communicate what is important to
executives
Discuss the business impact
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12. Talk Social
Talk the language of your audience:
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• Pioneered field of advocacy marketing
• Powered by 800,000 volunteer consumers
• Core technology maximizes influence & scale
• Specializing in Fortune 500 brands
• FTC Compliance Team
• Strong analytic capability
BzzAgent is a social marketing company that accelerates word of mouth to drive sales
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CPG FOOD/BEV OTHER
Select 2009-2010 Clients
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Submit Your Questions
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Additional Resources:
about.bzzagent.com
@bzzagent
Thank You
Andy [email protected]
Brian [email protected]