blogwell chicago social media case study: moen, presented by ginny long
DESCRIPTION
In her BlogWell Chicago presentation, Moen's Director of Digital and Direct Marketing, Ginny Long, talks about their phased approach to adapting different social media platforms. She outlines the steps they took to figuring out the best way to engage their community and how blogger outreach ended up being a key source of finding their fans.TRANSCRIPT
SocialMedia.orgVideo Case Studies
Ginny Long
Moen’s Social Media Journey Driving Fan Engagement
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
June 19, 2013socialmedia.org/blogwell
Moen’s Social Media Journey
Driving Fan Engagement
Phased Approach
7/9/2013 2
Twitter Feb ‘11
Social Monitoring Dec ‘09
Learning Loops Jun ‘10
Facebook Dec ‘10
Blogger Outreach Aug ‘11
Emerging Platforms Oct ‘11, Feb ‘12
Social Media Advisory Feb ‘12
Kitchen & Bath Industry Show April ‘12
Content Strategy Mar ‘12
Twitter Chats Sept‘12
Social Monitoring
7/9/2013 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
7/9/2013 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
7/9/2013 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
7/9/2013 6
These top 10
DIY/Design Bloggers
reach over 1.6M unique
consumers every month
7/9/2013 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
7/9/2013 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
7/9/2013 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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7/9/2013 10
Expanded social marketing efforts drove
a 186% increase in fan/followers
7/9/2013 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
7/9/2013 12
• Monthly content themes of conversations
• Test-and-learn with different types of content
• Infographics
• Twitter chats
Social Content Strategy
7/9/2013 13
Phased Approach
7/9/2013 14
Twitter Feb ‘11
Social Monitoring Dec ‘09
Learning Loops Jun ‘10
Facebook Dec ‘10
Blogger Outreach Aug ‘11
Emerging Platforms Oct ‘11, Feb ‘12
Social Media Advisory Feb ‘12
Kitchen & Bath Industry Show April ‘12
Content Strategy Mar ‘12
Twitter Chats Sept‘12
Thank you!
Ginny Long
Director, Online and Direct Marketing
Moen Incorporated
440-962-2019
@moen
7/9/2013 15 privileged and confidential
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
June 19, 2013socialmedia.org/blogwell