moen's social media journey driving fan engagement, presented by ginny persons
DESCRIPTION
In her Brands-Only Summit presentation, Moen's Director of Online and Direct Marketing, Ginny Persons, gives us a behind-the-scenes look of their social media journey. She shares how they monitored, piloted, and expanded their outreach to drive fan engagement.TRANSCRIPT
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Moen’s social media journeydriving fan engagement
GINNY PERSONSMOEN
DECEMBER 9–11, 2013
Moen’s Social Media Journey
Driving Fan Engagement
Twitter Feb ‘11
Learning Loops Jun ‘10
Facebook Dec ‘10
Pilot & Learn
Expand Reach
Blogger Outreach Aug ‘11
Emerging Platforms Oct ‘11, Feb ‘12
Content Strategy Mar ‘12
KBIS Apr ‘12 Drive Engagement
Houzz Jan‘13
Pinterest Sweeps Feb‘13
Phased Approach
Social Monitoring
2/5/2014 3
Social Learning Loops
• Launch need-based initiatives as stand alone test “campaigns”
• Learn before committing resources
• Define timeframe/success criteria for campaigns, then determine longer-
term strategy
2/5/2014 4
• Constant integration with representatives in consumer services
• Immediate consumer support and resolution via social channels
• Adding consumer services associate to daily Facebook moderation
Consumer Services Integration
2/5/2014 5
Identified Key Blogger Influencers
• Based on unique audience size and alignment to brand/product content/theme
• Build longer-term relationships to drive advocacy and influence
Initiated Relationships
• Track ongoing relationship
• Tested sampling opportunities
• Hosted two bloggers at Inspire
PR Blogger Relationships
• Aligned to traditional media outlets or existing relationships
• PR/Online ongoing collaboration to effectively manage blogger relationships
Blogger Outreach
2/5/2014 6
2/5/2014 7
• Awareness-driving program
• Select group of bloggers targeted to
review product
• Bloggers organized by total reach,
industry alignment and existing
relationship
• Bloggers offered additional product if
giveaway desired
Blogger Outreach
2/5/2014 8
Emerging Social Platforms
I need to eat
I ate
This is where I ate
This is where I wish I ate
Look at what I ate
See how I ate
Let’s all eat together
I’m good at eating
2/5/2014 9 privileged and confidential
Because there are nuances in how consumers communicate on the various
sites, Moen’s social efforts strategically evolve with new platform introductions.
Moen Social Platforms – Sample Strategies
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2/5/2014 10
Expanded social marketing efforts drove
a 186% increase in fan/followers
2/5/2014 11 privileged and confidential
Social Media Advisory
GBM Social Strategy, SMA
Coordination & Communication
GBM
Emily & Angela
Support from Critical Mass
Data Seekers & Research
Research: Carolyn Kmieck
Prod Quality: John Adamo
Brand & Corporate
Communications
Brand:
Beth Wallick
Support from Falls
Operations
Prod Quality: John Adamo
Customer Svc: Marcus Walker
Business Unit Liaisons
WBU: Jami Schneider
Commercial: Kristin Meyers
Retail: Brittany Bialowas
CSI: Tammy Howard
Agencies: BU Partners
Organization and Marketing Leadership
Social Media Advisory
A cross-functional panel of social media stakeholders within Moen and agency partners
2/5/2014 12
• Monthly content themes of conversations
• Test-and-learn with different types of content
• Infographics
• Twitter chats
Social Content Strategy
2/5/2014 13
Twitter Feb ‘11
Learning Loops Jun ‘10
Facebook Dec ‘10
Pilot & Learn
Expand Reach
Blogger Outreach Aug ‘11
Emerging Platforms Oct ‘11, Feb ‘12
Content Strategy Mar ‘12
KBIS Apr ‘12 Drive Engagement
Houzz Jan‘13
Pinterest Sweeps Feb‘13
Phased Approach
Thank you!
Ginny Persons
Director, Digital and Direct Marketing
Moen Incorporated
440-962-2019
@moen
2/5/2014 15 privileged and confidential
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
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