April 13, 2011

From Like to Loyalty: So They "Like" You,

Now What?

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Social & Digital Change Marketing Dynamics

Brand

Consumer

Traditional Marketing & Media

• One-way communication• Brands don’t participate

in conversation

BrandBrand ConsumerConsumerListen

Respond

The Opportunity:Facilitates Building of Relationship

Social & Digital Change Marketing DynamicsNew Model – Dialogue & Engage

• Two-way conversation• Collaborative

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4Q: If a brand or product started a community where you could talk to & influence their products, would you be interested in joining?

Women are Interested In Engaging With BrandsWomen are Interested In Engaging With Brands

Foundation of Relationship: Dialogue & Communication

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Yes, very interested

Yes, somewhat interested

Not interested74%

24%1%

RICH PROFILE INSIGHTSShopping

• Grocery shops at Whole Foods• Buys health and beauty products at CVS• Uses coupons from FSIs

Entertainment

• Goes out to eat once a week• Reads Ladies Home Journal• Watches 12 hours TV week, favorite show Desperate Housewives

Social Insights

• Checks Facebook daily• Has 500+ followers on Twitter• Blogs about family & life

Is active on Facebook, Twitter, Has a BlogSpends 1 hour per week doing research before shopping.

This is Ann.She is 42.She has 2 children.She lives in Texas.

Health

• Friends and family are main source of health info• Shops at Whole Foods because of organic food• Worried about health and nutrition for herself and for her family

Food & Cooking

• Tries to cook at least 4 times per week• Reads and rates recipes on FoodNetwork.com• Buys fresh fruit and vegetables once a week• Entertains at least 20 times a year

Foundation of Relationship:Know Her

• Social is an important channel in the marketing mix• Demands similar marketing competencies and skills to other

channels, but tuned to constant iteration and measurement

Social Engagement: Create a Process

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RECRUIT ENGAGE IMPACT MEASURE

• Increased Net Promoter Score• Increased Brand

Loyalty• Build Brand

Loyalists & Activists• Consumer Insights• Co-Creation

• Blog Posts• Online Posts

(Facebook, etc.)• Tweets

• Videos• Photos• Reviews• Stories

• Sales• Market Share• Measurable ROI

ECONOMIC SUCCESSUGC EARNED MEDIABRAND EQUITY

The Value & Benefits

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• P&G research found most consumers want to lead environmentally friendly lifestyle but won’t sacrifice price or performance

• “Sustainable Mainstream” accounts for 70% of consumers

• Future Friendly programming focuses on educating and inspiring consumers about how their actions can have a meaningful impact

What is Future Friendly?

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• Build brand advocates who were open to the Future Friendly lifestyle• Engage users in the Future Friendly Challenge & inspire little

acts of conservation • Build recommendations through personal networks• Create authentic user generated content about consumer

experiences

OBJECTIVES

The SheSpeaks Future Friendly Program

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• Invited 5,000 SheSpeaks Moms to join the Future Friendly community

• National program, targeting “Mainstream Moms”

• Messaging focused on how little acts can create a Future Friendly lifestyle

• Future Friendly brand brought to life through the Moms living the lifestyle and sharing their stories

SheSpeaks Community Creation

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Branded toolkit sent to home includes:• Explanation of program• Call to action to take the challenge• Product sample of Cascade Action Pacs

SheSpeaks Created Program Toolkit

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Kids Coloring Chart

Printable Signs Background on Future FriendlyConservation Vision

Printed on scrap paper!

Challenge Tracking

Tools

In-Home Tools

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SheSpeaks Created Digital Tools

Future Friendly MicrositeCentral hub for digital

tools and Member feedback and sharing

Private Discussion Community

Badging

5,000+ Views; 1,100+ Comments

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Insights

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Affirmed that women found the Future Friendly lifestyle messaging relevant and worthwhile

“Since I started this everyone in my family is more

conscious on what to do not only to save energy and

lower bills, but also on how to help save the Earth”

“We pride ourselves on being a green family and just knowing

that this product works perfect, saves water and energy makes

me very happy”

“I love the fact that I don’t have to rinse the dishes off and I am saving water and money at the same time. That appeals to me as a single mom that does have a lot of extra time or money.”

“I love the fact that I don’t have to rinse the dishes off and I am saving water and money at the same time. That appeals to me as a single mom that does have a lot of extra time or money.”

“I received my P&G Future Friendly package in the mail today and have already started saving water! I did not pre-rinse or

pre-wash my dishes, I just loaded my dishwasher and threw in a Cascade Pac and pushed start! I can’t wait to see how this

small change can bring about a positive change!”

“I received my P&G Future Friendly package in the mail today and have already started saving water! I did not pre-rinse or

pre-wash my dishes, I just loaded my dishwasher and threw in a Cascade Pac and pushed start! I can’t wait to see how this

small change can bring about a positive change!”

Insights

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Women were also surprised and pleased to find out how product performance could make their lives easier and help the environment.

All Photos Become Brand-Owned Content & Can Be Syndicated

User-Generated Content

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All Videos Become Brand-Owned Content & Can Be Syndicated

User-Generated Content

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Highest Days of Facebook Engagement: When Posted SheSpeaks Photos

SheSpeaks Members are active Facebook fans

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20 + Blog Posts and Counting!

Earned Media

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To Date Reached Over 500,000 on Twitter

Twitter – #FutureFriendly

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Future Friendly Week

I totally love these. At first I didn’t think I would think the

price is worth it. I know it does the job and my dishes also

smell fantastic when they come out…It’s really clean smell…My silverware shine so much that I

was taken back.

• Product Reviews• Social Sharing• Brand Content

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• Quantitative Evaluation with Members

• Continue relationships with most active SheSpeaks members and seek opportunities for deeper engagement

• Refreshed digital tools and social engagement strategy

Next Steps

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Q&A

@shespeaking@shespeaksinc

@kgaffney@futurefriendly

Carol Milliron, APRSVP, Client EngagementCarol@shespeaks.com

404.276.0076