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How Big Brands Use Social Media #brandcampu October 8, 2010


Presented by Lynne d Johnson, SVP Social Media, The ARF Twitter: @lynneluvah email: lynne@lynnedjohnson.com Slideshare: www.slideshare.net/lynneluvah


Big Brands


Social Media


Big Brands + Social Media #FAIL !"#$%& '()$% *%$& +, !-##(..

Source: Fast Company August 28, 2009


!"#$%& '()$% *%$& "+ !,##(-Big Brands + Social Media #FAIL


Big Brands + Social Media #FAIL »"Many people  dream  of  success.  Success  can  only  be  achieved  

through repeated  failure  and  introspec:on.  Success  represents   the  one  percent  of  your  work  that  results  from  the  99  percent  that   is  called  failure.”  -Soichiro Honda


It’s Not Always Social Media #FAIL »Marke:ng »PR (Brand  Awareness,  Buzz) »Customer  Service »Brand  Relaunches  (Crowdsourcing)


Big Brands + Social Media #Success


Big Brands + Social Media #Success

flavor creator lab environment within the fan page


Big Brands + Social Media #Success !"#$%&'()"*+"(%,-,(#(%'"" .(/"-..")())$*%" '(%)"*+"'0*&)-%1)"*+"'*'-2"3*'()"

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black cherry-lime caffeine + 8 key nutrients made by fans, for fans on


Big Brands + Social Media #Success »Authen:city »Transparency »Engagement »Making Brands  More  Human »Bringing  The  Human  Voice  Into  the  Brand


Big Brands Also Use Social Media For... »HR »Consumer Insights  &  Research  (Social  Listening)


What Is Social Media Listening?

»“The study of naturally occurring conversations, behaviors, and signals, that may or may not be guided, that brings the voice of people’s lives in to the brand.”

ARF Listening Playbook

The ARF Listening Playbook by Steve Rapport – Knowledge Solutions Director, The ARF


Brands can use listening to:

» discover new customers » develop new products » monitor the competition » give the consumer a voice » take brand pulse » understand shifts in consumer perspectives


Why Brands Listen » Find Influencers and Let Them Engage New Customers For You » Listen, Respond, Engage » Don’t Just Sell


How Brands Listen


How Brands Listen

Free Tools • Google Alerts • Hootsuite Social Media Dashboard • Tweetdeck • Social Mention • Cotweet

PaidTools • Ripple 6 Social Insights • Radian 6 Dashboard • Conversition Evolisten • Netbase Consumerbase • Communispace • Scoutlabs • Motivequest • Nielsen Buzzmetrics • Meltwater Buzz


Social Listening Case Study

Source: ARF  Listening  Playbook


Social Listening Case Study Example: Hennessy Discovers New Customers The challenge

Hennessy stumbled upon a new consumer by listening to linking behaviors. Consumers used Hennessy brand on BlackPlanet pages and linked back to site.

The concept

Hennessy developed a full research plan to learn more about the consumer and its values and connection with the brand.

The result (or) insight

Hennessy redeveloped its website to include this new customer into the brand’s messaging, also including recipes and wallpapers for downloading, as well as music integration. Source: ARF  Listening  Playbook


The Future of Social Listening

The Future Monitoring Complete Lifestreams Knowing Who People Really Are Using Social CRM Tools


The Future of Social Listening

/522_2010-10_ARF_BigBrandSocialMedia  

http://www.brandchannel.com/images/papers/522_2010-10_ARF_BigBrandSocialMedia.pdf