BlogWell Cincinnati Social Media Case Study: Procter & Gamble presented by Anitra Marsh
•Télécharger en tant que PPTX, PDF•
2 j'aime•529 vues
In her BlogWell Cincinnati case study presentation, "Social Media for Beauty Brands," Procter & Gamble's Global External Relations Manager, Anitra Marsh, shares P&G's four approaches to social media. Anitra covered how P&G is mixing social and traditional media, how they're focusing on key engagement topics, and how they're developing authentic relationships. --- BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/blogwell/ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: gaspedal.com and socialmedia.org
Recommandé
Recommandé
Contenu connexe
En vedette
En vedette (16)
Similaire à BlogWell Cincinnati Social Media Case Study: Procter & Gamble presented by Anitra Marsh
Similaire à BlogWell Cincinnati Social Media Case Study: Procter & Gamble presented by Anitra Marsh (20)
Plus de SocialMedia.org
Plus de SocialMedia.org (20)
Dernier
Dernier (20)
BlogWell Cincinnati Social Media Case Study: Procter & Gamble presented by Anitra Marsh
- 2. Anitra Marsh April 7, 2010 BlogWell Cincinnati
- 3. Understanding Your Target http://www.olayforyou.com/
- 4. Exposure Drive awareness of Pro-X’s skincare technology & reframe platforms Experience Provide her with the education on Pro-X in authoritative skincare environments Action Drive trial, possible repeat purchase and loyalty Olay Pro-X Redirect the department store skincare shopper by intercepting with Pro-X ‘s buzz-worthy credentials in sophisticated, authoritative and clinical environments Infiltrate Pro-X messaging within her web of influence in order to become her trusted skincare ally Leverage the Pro-X Alliance and reframe message via iMedia placements within reach driving trusted beauty, health, and lifestyle websites Align with trusted environments integrating Pro-X into rich consumer experiences where expert beauty advise is provided Utilize Digital media that has a strong call to action i.e. dedicated eblasts, links to ecommerce, olayprofessional.com or olayforyou.com 4
- 5. “The Dermatologist Is In” Your Skincare Advisor Ask the Dermatologist Program Architecture 3 Branded Pages Editorial Video In-Book Cover Wrap & Advertorials Branded Videos Expert Blogs Co-Branded Units 100% Media Ownership
- 9. Listening and Choiceful Engagement
- 11. Refresh the Message Launch Refresh More Refreshed
- 12. THANK YOU! BlogWell Cincinnati
Notes de l'éditeur
- Hi, my name is Anitra Marsh. I lead external relations for P&G’s cosmetics business but I also have a newer role which focuses on public relations in the digital space for P&G’s beauty brands. For those not familiar with P&G Beauty & Grooming, we are the largest beauty and grooming company in the world. We have brand like Pantene, Gillette, Olay, CoverGirl, and Dolce & Gabbana fine fragrances. So, we have a lot of brands with unique equities and consumer targets. That said, we’ve found 4 common approaches that have worked well across our portfolio, and I’d like to share those with you today.Before I begin, I have to make a confession. I am not really on Twitter – which I know is like heresy in the digital marketing world. After feeling peer pressure, I decided to open an account about 6 months ago and my friends told me that if I got on it, I’d become addicted and you know what, I’m still sober. While I do personally enjoy using some social media and digital tools, I’m not the kind of person that adopts all tools the moment they come on the scene. I might be alone in that but I think many of you might be the same way.I bring this up because our consumers are like us – they are in different stages of digital adoption. So our goal is to identify where our consumers are in this journey and meet them where they are with relevant content. We can’t be in the all the latest places, all the time – nor should we be. This brings me to our first approach which is the most important thing we try to remember before we start any digital plan. And that is to identify where our consumers are why they’re there. This might be a “duh” statement but it’s one that needs to be said because it’s easy to get wrapped up in the latest social media site or tool. For our beauty brands, we try to stay grounded in why our consumers are going online for beauty information and play in those spaces. My first example here is on Olay, which has been effective at pinpointing why consumers go online, where they’re going and what messages resonate most. Through research, Olay discovered that the main reason their consumers go online is to get skin care tips and customized solutions for their unique needs. The proliferation of skin care products and the blurring of mass and prestige skin technologies have created an unprecedented set of choices for consumers, and they need help navigating these many options. Knowing this about our consumers helped shape the digital media plan. It started with the fundamentals –sponsoring results for google searches on skin care tips and skin care solutions. Reaching out to those blogs that host beauty conversations – not only to share our latest product information, but also to equip bloggers on how to help their readers make the right skin care choices.
- Then last year, they created a really successful online tool that took “customized skin care solutions” to the next level, a website called Olay4U.com. The site is easy to find through top skin related searches, and once consumers are there, they answer a series of questions that diagnose their skin concerns and prescribe an ideal skin care regimen based on their needs. These questions probe top skin care concerns, behaviors and lifestyle choices. This tool has been really successful in increasing sales of Olay products and improving consumer satisfaction because they’re getting the skin care advice they need. We also brought the olay4U digital tool instore , so that consumers can navigate the cluttered skin care aisle right when she’s motivated to purchase.
- Another example of Olay using consumer insights to inform its digital choices was the recent launch of Olay Pro-X. Pro-X is Olay’s first professional skin care line designed in partnership with leading dermatologists. The target consumer for this line spends a lot of time online, researching information and she’s also very attuned to health and wellness topics.
- Pro-X forged a partnership with WebMD which is a highly credible health care source and the perfect partner to reinforce the premium skin care offerings of Pro-X. At this time, WebMD did not have a skin care section or much skin related content on their website. WebMD was interested in offering more skin care advice and so a partnership with Olay was really a win-win. We partnered with WebMD to launch Pro-X and their new skin care site together.
- This included not only standard ad units but also Olay’s experts helped populate their site with great skin care content. We also collaborated with members of our skin care alliance to blog on various topics and answer Qs&As.
- One of the cool tools on the site was this feature video that aired every Wednesday featuring different experts discussing skin care topics. Olay created a few of these videos using skin care experts from our skin care alliance. This was a 3-month program that wrapped this past January so now we’re assessing results but initial data suggest this was a great partnership for us. Additionally , WebMD exceeded their traffic goals so really a win-win. So that’s the first theme, knowing your consumer, where she is online, and why she’s there.Another approach that we’ve been using takes us beyond the “holistic communications approach” to what I call an “interdependent communications approach.” Holistic communications is about communicating the same core message through multiple marketing vehicles. In the interdependent communications approach, each medium has a distinct role in delivering the broader communications objective but that might not be the same message -- rather the messages create a narrative or story and each medium’s communication feeds off the other’s message. This means digital is not just a vehicle for repeating the advertising message. Digital plays a unique role in collecting information and messages which then can be amplified through traditional media. The tail is wagging the dog. This is the same phenomenon we see in the new s media where blogs and online communities are creating stories for the traditional media. We feel we as marketers should be doing the same thing. On our Herbal Essences and COVERGIRL brands, we partner with various vendors to encourage consumers to review our products, and then we put those soundbites and approval statistics in our TV and print advertising. It’s like word of mouth on steroids.
- A really great example of interdependent media planning approach is a long running campaign by our Hugo Boss fragrance brand. For perspective, the fragrance category is notoriously fickle and with good reason. There are about 300-400 new launches per year, so it is rare to find a fragrance that can establish itself as a classic in the market. The Hugo Boss team was trying to reinvigorate interest in HugoMan, the brand’s flagship fragrance. They’ve created a global contest encouraging aspiring designers to create and upload their original artwork and designs inspired by Hugo Man’s flagship, hip army flask bottle to the website. The website even has a design tool functionality if designers need it. Fifteen competitions have taken place to-date and ~13,000 designs have been submitted from over 100+ countries. The display of these winning designs were not just limited to the web. You might have seen a few of the designs featured in print advertising. Most recently the designs transformed Manhattan into a Hugo Boss design gallery. Thirteen murals of winning designs have been painted in the lower east side, SoHo and Greenwich Village. So these designs have moved offline to print advertising and out-of-home and have truly cut through the clutter and reignited interest in HugoMan. I like the interdependent media approach because it recognizes that traditional media and digital media are interdependent now and digital content is a generator for traditional media. The third focus area for us to improve our systems for continuous listening and choiceful engagement online. My use of the word “choiceful” was intentional because we don’t and probably never will engage in EVERY conversation. It can be tough figuring out when to engage and when not to. The web has turned every consumer into a potential influencer and that can be overwhelming. In P&G, we have a great tool that we’re using that monitors roughly 90% of online conversations against key words on our core beauty brands and we get reports that help us identify potential issues early. Also, many of our beauty brands are employing dedicated community managers – which are employees who are beauty experts and engage in relevant conversations online to promote and protect our brands.
- I’d like to share an example of how our Pantene brand is using a community manager to provide a great service to online communities and individuals. Pantene identified a community manager who fits the consumer profile , loves beauty and can speak authentically from personal experience and brand knowledge. She is s a true beauty maven and actually that is her name online: Pantene Beauty Maven. From the very beginning, the team aligned upfront to the 4-5 topics that the Pantene Beauty Maven would discuss online – and of course those topics are consistent with the brand’s strengths and in some cases they might address key barriers to trial. So for example, two areas that she focuses on are tips and tricks, which is the #1 request of online consumers, and hair care concerns or issues. Pantene is a credible source for these conversations because the brand is known for health-based technologies and styling expertise. This focus ensures her conversations are on topics that are most likely to build the business – and helps avoid or de-prioritize those conversations that are non-productive. Another great benefit of Identifying core topics upfront, is that we can pre-align what we can and can’t say through the various internal functions (ie legal) before the conversations begin. This is important because it’s not practical for every communication to go through internal chains of approval. This idea of open communication internally can feel unsettling but we’ve found that it offers more value than hurt. One thing we’ve learned as we’ve expanded this community manager program is that tone and authenticity are key. Our goal is to provide value-added engagement. Transparency with an “opt-in” tone is important. So conversations might simply start with, Hi my name is Ashley and I work with Pantene. I can offer you some suggestions if you’re interested. Another thing we’ve learned is that we want to be “human” in our communication – the language can’t be too corporate or contrived. Saying “X” product is the #1 brand in the marketplace might work well for advertising but maybe not as well in an online conversation. So we’re really excited about the community manager programs and how they’ve improved our listening and engagement and we are expanding this program across more beauty brands in the coming year.While the community manager program is a great tool for listening and engaging, the listening and engaging responsibility extends across ALL of our brand building teams. Every function from brand management, to R&D, to our market research group to PR is monitoring online conversations. In many cases, this has helped us strengthen our marketing programs and avoid potential disaster.
- I have a couple of COVERGIRL examples that bring this to life.In 2009, we launched a new foundation, COVERGIRL and Olay Simply Ageless and within a month of launch, we noticed a large number of consumers complaining online about how they can’t open the product. The package we used was a compact that had this innovative twist top versus the typical fliptop – which was great on one hand because it preserved the freshness of the product but on the other hand, consumers didn’t know how to open it. Once the issue was flagged, it took us about 48 hours to work with R&D to create instructions which we immediately shared with bloggers and most of them immediately posted this on their blogs. The love we received from bloggers and consumers for just listening to them put us in even better graces with them then before the package incident. We also engaged COVERGIRL brand ambassador Ellen DeGeneres to also get the word out on her daytime talk show about how to open the product – and of course she put her hilarious spin on it to soften what might have potentially sales limiting circumstance. Finally, we provided better instructions on pack to help consumers open the package. After four months in market, Simply Ageless became the #1 mass market foundation in dollar sales – a position it holds today - so early identification and action on this issue was critical to its success. Another example from our COVERGIRL brand showed us how listening can present a greater business opportunity. A while back we hosted a casting call in New York for consumers to appear in ad alongside our COVERGIRL Queen Latifah. We were not quite prepared for the overwhelming response. Nearly 2,000 people showed up spanning 3 blocks in Times Square starting at 5am! - the casting started at 10am. There was no way we could accommodate everyone in this one-day affair. Shortly after the event, we began to see some consumers posting negative comments about the experience on blogs. We were able to work with the blogs to offer special incentives to their readers who attended and weren’t happy with their experience. Importantly, we didn’t miss the opportunity to learn from this lesson. The following year, we hosted the casting call again, but this time we did it online to avoid capacity constraints. We had 5,000 applicants that year, more than twice the number of people that showed up the previous year. So when we listened online, we actually found a better opportunity lying in the wings.
- The last approach that I’ll talk about today is this idea of building in “refresh” messages online to expand the news cycle. Programs that once would’ve been a one-hit wonder in traditional media, can now be a two-, three- or four-hit wonder in the online world. We are trying to be more deliberate in planning upfront for how the story will evolve online and taking advantage of opportunistic moments to refresh the story. COVERGIRL launched a new cause marketing campaign that did just that. In January, the brand debuted its Clean Makeup for Clean Water campaign, which uses donations from Clean makeup users to clean contaminated water in needy communities. So of course we had the big program launch with traditional media and digital media and that was great. Then a short time later, the devastating earthquake in Haiti happened. Water contamination, which was already an issue, was compounded by this natural disaster. COVERGIRL increased its communication around this time to bring more visibility to the importance of clean water because now more than ever, it resonated with people around the world. A short time after that, a traditional media outlet, E!, reported on Russell Simmons’ tweets about our COVERGIRL Dania’s recent trip to assist with Haiti’s relief efforts, which stimulated more re-tweets and online coverage. And then on March 24th, which is World Water Day for those who don’t know, we refreshed the campaign message again generating another round of online coverage. So it’s this continuous cycle. The “always-on’ digital environment lets us refresh the message more frequently and prolong the news cycle.
- Thatconcludes my presentation. Hopefully these case studies give you a glimpse inside P&G Beauty and how we approach digital. Are there any questions?