Harnessing the power of Social

eileen schuch | @eileenschuch

Harnessing the power of social

eMBA - Management of TechnologyHEC, 29th March 2014

Your speaker

•Linguistic sciences (semantics, pragmatics)

•Corporate communications, brand management

•Business development, strategic marketing

•Specialized in digital marketing and SoMeMgmt

•Entrepreneur (social, tech startup)

I believe in the power of word of mouth!

www.coolbrandz.com

Eileen Schuch

E: buzz@coolbrandz.com

M: +41 76 322 23 03

T: @eileenschuch

What is coolbrandz?

Find it. Try it. Share it. Buy it. Love it.

Attention Contacts Insights Sales Ambassadors

Loyalty

Promotion

Communicatio

n

Ads/PR

Tryvertising

WoM

Storytelling

tools

Seeding

Shop

• Business accelerator for products in the launch phase

• Content aggregator for brand related, user generated content

• Community builder and activator

Attention:•Media•Agency•CRM•Community•E-Commerce

What’s with the cool?

Cool is very subjective

•Sound, sight, taste, haptics•Tradition, innovation •Behavior, rituals

brand’s

voice

coolbrander’s

voice

geekmum

foodie

fashionistanpa

Expertise & Getting it right:

the right product, to the right person, at the right time, in the right place…

We talk about

•Food•Fashion•Technology•Beauty•People •Events •Ideas

You try it, you make it cool!

•Real product experience•Storytelling tools•Social proof

activist

CH: complex, fragmented market

•26 cantons, 4 national languages

•41,285 km2, 8 Mio inhabitants

•1 Röstigraben, 1 Gotthard

Confoederatio Helvetica: in numbers

Il a dit quoi?

Non sentire

nulla.I weiss

nüt!

I’m a fabulous

chocolate brand!

Evolution of communication

2003Conversational marketing

2000Mass media, technology

1950Experiences, conversations

Experiential marketing

2006

New media, PR

2009

Social Media Boom

2011

Mobile

2012

WoMM

Engagement marketing: fosters loyalty

Marketing

expérientiel

Marketing

sensoriel

Allow consumers to shape, to contribute to what they experience.

expérienceMarketing

expérientiel

Marketing

sensoriel expérienceMarketing

expérientiel

Marketing

sensoriel experienceExperiential

marketing

Sensory

marketing

2D > 5D branding

Experiences get people talking

WoM

Client = Media

WoW

Product = Best WoM

tool

PartageStory

•Create remarkable product experiences

•Allow for offline, real life touchpoints

•Touch emotions and engage

•Integrate buzz directly in the product

WoM: most efficient marketing

92% of consumers trust recommendations from friends and family more

than any other form of advertising.

74% in 2009

90% Offline (face to face,

telephone)10% Online (blogs, forums, social

media)

Brand related

conversations

Online conversations

•Reviews

•Testimonials

•Ratings

•Evaluations

•Videos

Impact purchase decisions even before we go to the POS

Summary: offline, online

• For things to happen online, things have to happen offline.

• Brands can impact on how consumers experience their products.

• Social media help to connect, listen, amplify messages and measure impact.

Facebook & Co. tip of the iceberg

Followers are cool, advocates are better.

Brands need love, not likes.

Know thy community. Build real relationships.

Case 1: Somersby

Fun Lab: the co-creation space

•Creation of a pop-up community

•Coolbrandz community activation

•500 Swiss influencers migrated

•Brainstorming of launch campaign

co-creation

Fun Lab 1: unlocking the crowd

•Tools

•Processes

•Communication

•Recruitment•Attitudes

•Behaviours

•Territory

•CRM

•Exciting influencers

•Pulling them in

•Open-mindedness

•Socialising, apero

•Strategic decisions

•Launch plan

•Marketing material

•Brand unrevealed

•Category unknown

•Notoriety, attention

Social

status

Fun Lab 2: harnessing social

•Marketing material submitted

•Launch ideas brainstormed

•Food associations asked for

•Social media plan introduced

•Contextual settings confirmed

•Storytelling elements refined

•WoM accelerators identified

•WoM Kit composed

•Strategic partnerships

•Production plan

•Early adopter programme

•Brand revealed

•Category revealed

•Image, desire

Love

brand

Fun Lab 3: community activation

•2’500 Swiss consumers get to try the drink

•Their mission: have fun and give feedback

•24 bottles each for free >> organise apero

Funlab first

P2P

Invite

Community

WoM community building

•Own community

•Carlsberg community

•Bloggers

•SMEs

2’500 Swiss consumers

60’000 bottles to distributeInvitation

Selection

Product trial: personal stories

• Release of first products

• Mission and material

• Triggers and timing

Identification Branding Context “Gamification” Multisensory

Product experience

Social proof: online stories

Somersby!!! Just a good party with friends!

“Apéro entre amis. #tellement #trop #bon #apéro #avec #des

#amis #et #somersbyswitzerland”

#somersbyswitzerland nach der Arbeit mit dem

Arbeitskolleg... Lecker 👍😁 #afterwork

Community growth: office apero

• Release of second wave

• SME benefitting from visibility

Pop-in pick-up events: tasting

• Release of third wave

• Bars benefitting from visibility

• Own network and bar’s clients

Event coverage: driving content

• Facebook photo album

• Instagram pictures

• YouTube video

Private events: art, design, sport

• Art galleries, blogger parties

• Partner’s events

• Student gatherings

Online content: user generated

Online content: blogger stories

Case 2: Kérastase Styling

115 products = real life

experience

Launch of new product

category

•15 bloggers, 100 consumers

Online audience ~1’500’000 Swiss consumers,

~200’000 engaged online in brand related

interactions.

~80’000 views (interview,

tutorials)

Case 3: Nestlé Cereals

1’000 WoM kits (different varieties)

Change in recipe:

less sugar, more

wholegrain

Via coolbranders’ own personal networks alone:

Audience ~157’000 Swiss consumers, ~20’000

brand related interactions generated by people with

real life product experience.

~60’000 views (campaign teaser)

•1’000 consumers, focus, D-CH, women

Summary: social branding

• A brand is no longer what it says it is. It consists of all the conversations about it.

• Peer to peer interactions accelerate and foster brand building.

• Social media are an important vector in amplifying brand related communications.

Anticipate P2P messages

Provide territory and tools

Drive the conversation

Provide products and experiences that add value to people’s lives.

www.coolbrandz.com

Merci de votre attention. Vous êtes cool!