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eMBA - Management of Technology, HEC, 29th March 2014 Keynote on Social Media and how we use it at coolbrandz. Key insight: for great things to happen online, people need awesome experiences offline. If it's WoW, WoM will spread.
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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
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!