Mbs presentation

DIGITAL & SOCIAL ENGAGEMENT

© Copyright 2013 Brandmovers, Inc.

In the complex, interconnected, and fragmented world of digital data, its tough to know how your brand is performing vs. your goals and competition. Its also hard to know which investments to make and where.


QUESTIONS WE’RE HEARING FROM THE INDUSTRY

How do we align,

internally to maximize our

digital activations?

How should we deliver

online media to maximize

purchase intent?

What attitudes and topics drive

online conversation?

How do consumers consume

online media and what actions to they take

based on it?

How do we get everyone on the same

page?

Can we connect online

conversation to financial data and

sales?

How can conversation insights and

analytics feed marketing decisions?


What is digital engagement?


DIGITAL ENGAGEMENT IS…

Connecting with more customers, more frequently, more personally, through more channels, in a more meaningful way.

http://www.youtube.com/watch?v=rg0fmaCSDPg


http://www.youtube.com/watch?v=guELpieYlFU






What impact can digital engagement really have on my

customers?


DIGITALLY ENGAGED BRANDS ARE…

• 86% more likely to be purchased

• 9% more likely to be repurchased

• 115% more likely to be recommended to others

SOURCE: Harvard Business Review, May 2012



Are my customers digitally engaged with my brand?


THAT ONE’S A LITTLE TOUGHER…

Answered honestly, most marketers would say “no.”

PEOPLE TELL US…

it is too complex!there is too much data!there are too many platforms!there is not enough ROI!



THESE BRANDS CAN SAY “YES:”

HERE’S HOW WE HELPED THEM…


Great results begin before the first image is created or the first line of code or copy is written. They begin by asking the right questions.

We want to know what your customers are currently thinking, what moves them towards purchase and what can keep them coming back for more.

• minDNA Engagement Research• Strategic POVs• Online Brand Positioning

Strategy• Customer Modeling• Channel Spend Analysis

DIGITAL STRATEGY


minDNA ENGAGEMENT STUDYminDNA analysis answers critical questions about how your customers interact with your brand in the digital world.

How they:

• think about topics and bands

• talk about ideas and brands

• gather information

• and ultimately make decisions about purchases through digital channels.

The result is a custom roadmap to help your brand win through digital engagement.

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INSIGHTS

BRAND

How much and to what extent are people talking about your

brand online?

CATEGORY

What are brands in your competitive set doing online and are

they winning or losing the conversation?

I II

BUSINESS

Where should your brand invest to deliver better results through digital engagement?

III

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SOCIAL PHILOSOPHY

The truth is that customers have been “social” since way before the advent of the internet. Our philosophy is based in that truth and is upheld by four key “common sense” pillars:

We listen to your customers and build

strategies around what they care about

Create content that both excites and ads

value to the relationship with your

customer

Have the right resources in place

from which you can handle any customer

issue

Put the right tracking in place to ensure social is benefiting your bottom line

LISTENING CONTENT TRIAGE ANALYTICS


CREATING A GLOBAL DIGITAL ROADMAP

Brandmovers identified three key insights common to all languages and markets and developed a globally-relevant digital roadmap for Nu Skin.

Brandmovers is now in the process of helping to implement that roadmap through social media activation and loyalty strategies.

RESULT

Nu Skin, a major health and beauty brand struggled to create a consistent voice across its presence around the globe.

SITUATION

Brandmovers designed and executed a MINDNA analysis of attitudes and behaviors of both consumers and distributors of health and beauty products across 7 languages, 15 countries and 4 global brands.

SOLUTION

Nu Skin could use its significant advantage among a key set of distributors to close a 30% gap in global online conversation.

In Asia, Nu Skin could better target consumers with more positive perceptions about the brand by shifting investment away from major social networks and into smaller, niche microblogs.

EXAMPLES OF ACTIONABLE INSIGHTS

Globally, Nu Skin could use its 20-point advantage over its competitors to position itself as a more relevant brand based on needs uncovered in online conversation.

Brandmovers Analyzed …

4,006,636 non-spam conversations 5,435,196,664 estimated impressions 40,000,000 searches

Across 7 languages, 15 countries & 4 brands.


In 2010 Nestle responded to a Greenpeace video on YouTube by lobbying for it’s removal.

Greenpeace responded by asking fans to change their profile pictures to anti nestle slogans, Nestle threatening to delete comments from anyone doing so.

How not to get social

http://www.youtube.com/watch?v=HS_JZgjB1Ws


Omni Channel content is essential, integration of multiple channels and networks across all devices, into web and mobile experiences that compel, inform and feed customer desires for engagement with your brand.

DESIGN & DEVELOPMENT

http://www.currys.co.uk/


COMPLIANCE

Ensure all legal aspects regarding rules & regulations are current.

• Official Rules & supporting material

• COPPA Compliance

• Social Media Compliance

• State & Country Filings (registration, winners list, etc.)

• Winner Selection (execute random drawings, contest judging, prize seeding, etc.)

• Secure entrant & winner documentation

• International promotions laws vary from country (i.e. Canada, Europe, Latin America, Asia)

Disney Pin-it-to-win-it PromotionsWalt Disney Company


Grow your audiences and increase interest in the brand and entertainment properties.Create engagement in-and-around the topics that beneficial to consumers and let customers be the strongest ambassadors for the brand.

Community management approach:• Customer Services Best Practices• Content Calendars & Development• Access To Real-Time Online Triage Tools• Ongoing Measurement & Optimization

COMMUNITY MANAGEMENT

Dreamworks PicturesTurbo Racing League

http://brandmovers.net/demos/DQ/


Turbo Racing League

336KFacebook Fans

50.4%Facebook Engagement

412KContest Views


Social goes way beyond a type of media. We believe social allows us to engage in two way conversations to open the door to more engaging, profitable relationships with your customers.

Start by understanding the collective digital voice of your customers. Then we use data-driven insights to reach your customers in a more meaningful way.

Include:

• Online Brand & Profile Management

• Facebook, Twitter & Pinterest Promotions

• Influencer Outreach• Online Conversation Analysis &

Customer Purchase Modeling

SOCIAL ENGAGEMENT

Dairy QueenBlizzard 100 Check-In Promotion

http://brandmovers.net/demos/DQ/


USER-GENERATEDCONTENT CAMPAIGNSAs content becomes currency, marketers need to understand that brands need solutions that balance the risks and rewards of UGC campaigns.

UGC Campaigns should include:

• Content Management & Approval

• Campaign Development

• Moderation Tools

• Mobile User Uploads

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Currency based promotions such as auctions, loyalty, collect & win and earn & burn programs.

Offeri a combination of Standard & Reverse, Social Sharing, Single Sign-On, Client-Side CRM Integrations, and Flexible Reward Options then harness loyalty mechanics to drive loyalty and incentivize incremental purchases through frequency based promotions.

FREQUENCY PROMOTIONS



Papa Johns Super Bowl Coin Toss

24

3MMParticipants nationwide

for the Coin Toss

Sweepstakes

40%Opt-In rate

18%Increase in online

conversations. 16% higher

than the next competitor


Simply fitting your assets or websites within a mobile screen isn’t enough to move the needle.

To reach and engage with your customers regardless of their device we’ve pioneered technology focused on using mobile web solutions and promotions for information capture, retail conversions and revenue enhancements.

Include:

• Mobile Applications

• Responsive Web Design

• Mobile Promotional Microsites

MOBILE APPLICATION SUPPORT

Universal StudiosDespicablimp Command Center

http://www.despicablimp.com/


Loyalty platforms have to be more than functional. They have to inspire and cultivate revenue-generation opportunities for your brand to be worth the investment.

Build loyalty through customer modeling and by incentivizing behaviors that activate your audience in fun and unexpected ways.

Our specialties include:

• Brand Loyalty Programs

• B2B/Sales-Force Incentives

• Point-Based Incentive Structures

LOYALTY PROGRAMS

Safilo Group/Giorgio Armani,Frames To Rewards Loyalty Program

http://www.brandmovers.com/home/showcase/promotion/Giorgio-Armani


Embassy Suites “A Gift for You” Rewards

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228%ROI for Engagement

Experience

12%Higher rate of

bookings after users went

through experience

6%Higher spending rates

during their stay at hotel


Princess Cheer Campaign

51%Email Opt-In Rate

2MM+Users reached on Facebook through

sharing

$250KIn ROI based on linked

bookings


ANALYTICSReal time dashboards measure and track the performance of your solution from launch to close and beyond.

Overlay SEO data and online conversation monitoring in weekly, monthly or quarterly KPI reports that tell you what’s working, what your customers are responding to and identifying real-time opportunities to increase engagement.



The Global Leader in

Digital Engagement & Branding

Established In

2003

Offices in

Americas, Europe & Asia


Andrew MitchellCEO

Brandmovers, Inc.amitchell@

brandmovers.com678-718-1840

mailto:[email protected]

mailto:[email protected]

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