How Uses Social to Stay in Good Spirits
For technical help dial 866.229.3239 #netbase #engagement
| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide. 2
Today’s Speaker
Andrea Javor Global Director, Digital & Media Strategy @andreaejavor
#netbase #engagement
BEAM INC APPROACH TO SOCIAL
Role of NetBase in our Global Digital Strategy
@andreaejavor
#beamsocial
ANDREA JAVOR
4
Global Director, Digital & Media Strategy Beam Inc.
@andreaejavor
WHAT I WILL COVER
5
How we think about social media Who we are/how we manage How we use NetBase
WE BELIEVE THE WORLD IS UNIQUELY,
DIGITALLY JOINED TOGETHER
6
AND THAT CONNECTIONS BUILD
BRANDS EFFECTIVELY
7
Beam’s View of Social
8
Think of our consumers as a ‘TV Network’
9
CONSUMERS ARE THE MEDIUM #ME
Make your consumers work
harder for you, by working harder for them
they determine what they will ‘air,’ to what audiences
We measure their messages through likes, shares & tweets
give them a reason to engage with you, to share your brand story
they will reward you with their influence and advocacy
HOW BEAM MANAGES SOCIAL
10
Media/Social Team at Beam
11
Jason Miller
Matthew Day Charlotte Hides Diana Fakhouri
Bill Cramblit, Sr Analyst Social Listening
Katie Fischer, US Media Manager
Gail Hansche
Social Content Strategy Team
SOCIAL CONTENT STRATEGY TEAM
12
Jason Miller
Matthew Day Charlotte Hides Diana Fakhouri
Gail Hansche
Social Content Strategy Team • The living, breathing,
human voices of our
brands
• These teams manage
the social outreach
through organic
conversation on the
brand owned pages
• Experts at social
platforms critical to
Beam’s brand growth
strategy including
Facebook, Twitter,
Instagram, Pinterest,
Tumblr, YouTube
MEDIA MANAGEMENT
• Optimizes our media efforts through
POEM approach
• Ensures agency output is
progressive and matching the
acceleration in the marketplace
• Focusing our investments across all
media and building efficiency
across all media (TV, Outdoor,
Digital, Print, Social, Mobile) by
being more effective
• Its about impressions that make an
impression
Katie Fischer, US Media Manager
SOCIAL ANALYTICS & LISTENING
• Uses data to size up our social
media efforts into realistic
application to the business
• Manages data in real time to drive
effective pace of optimization in all
social efforts across the business
• Defines a bespoke system for
Beam’s evaluation of Social ROI to
help us be more effective in both
organic & paid placements
• Proactively monitors consumer
conversations that could surface
corporate risk
Bill Cramblit, Sr Analyst Social Listening
Our Primary Business Contributions
15
• Driving excellence in media investment – cost savings, maximizing
agency output, placing bets using real-time insights on today’s
consumer
• Building continuous consumer dialogue through authentic
relationships – social channel management, content creation, data
analysis to better understand
• Education – building the savvy of the organization at large, staying
connected to outside world to keep up with accelerated pace of change
Social & Our Business
• Drive sales – Social efforts must connect to the most fundamental commercial objectives on the
business in real time
• Build brand equity – We tell our brand stories and create meaningful experiences for consumers within
the spaces they are most passionate
• Help us gain a technical advantage – Social efforts should introduce the organization to sophisticated tools that
streamline cross-departmental workflows
• Allow us to learn by leading – Social media should be used to test new opportunities to lead our competition in
the digital space
• Build internal aptitude – Our efforts in social should build a broader base of consumer understanding
among all levels within the organization
16
How we use NetBase
17
GLOBAL ENTERPRISE-WIDE SOCIAL
DATA RESOURCE FOR LISTENING
18
NETBASE HELPS US DO THE CORE
THINGS WE DO … BETTER
CONTENT EXPERTISE 19
NETBASE HELPS US DEFINE GREATER
SYNERGIES BETWEEN POEM
20
NETBASE HELPS US LIVE OUR VALUES
OF TRANSPERANCY & AUTHENTICITY
21
Maker’s Mark: A Case Study in Social
Transparency
22
We’re Changing the Proof of Maker’s Mark
23
Within One Week, We Knew What We Had to Do
24
The Story in the Press Quickly Changed
25
And Consumers Were Happy Again
26
BASIL HAYDEN: SMALL & LOCAL
27
Basil Hayden Influencers
28
HORNITOS TV + SOCIAL AMPLIFICATION
29
Harnessing Social TV for Brand
Awareness
30
Hornitos is new to Twitter with a relatively small audience – in activating this social campaign, we
sought to increase brand awareness in a premium space.
The Brand Challenge
• Gain awareness from soccer and tequila fans with authentic, premium messaging during the USA vs. MEX WCQ match.
Brand Goal
• Track impressions, mentions, retweets, favorites, and followers during promoted tweet campaign
Measurement
• Engage fans discussing the match in real time with a combination of pre-written tweets and live feedback
Content & Engagement Success
31
• Cross-functional prep: Beam, Starcom, Barbarian, and iCrossing worked together to craft tweets, graphics, and launch promotion
Content & Strategy
The Results
• 2,653,167 impressions: People who saw tweets
• 618 Retweets: People who shared the tweets
• 124 Replies: People who responded to @Hornitos
• 214 Follows: People who signed up to receive future tweets from @Hornitos
• The promoted tweets were live for 8 hours: 4 hours pre-game, 2 hours during game, 2 hours post-game
• Pre-game content earned highest engagement rate (6.79%), while post-game content earned the most impressions (1,340,457)
• Users anticipating the game led to pre-game RTs, while during matches, many are too captivated to check their phones
• Vary your content: 15 pre-written tweets and 4 graphics prepared us for situations like goals and halftime, combined with live reactions from Diana/Hornitos watching the game
• Live launch: Diana and iCrossing viewed game together to optimize content. When 1st goal of game was scored, player’s name was added to targeting and received highest engagement rate of the campaign
CORPORATE ANNOUNCEMENT OF
ACQUISITION
32
BEAM & SUNTORY ANNOUNCED
33
Beam/Suntory Announcement 13/1/14
Social Web (largely Twitter and forums not “owned” by Beam brands): Beam, Inc.
o 2,523 Mentions o 98% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )
*scale goes all the way to -100 Jim Beam
o 8,505 Mentions o 97% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )
Maker’s Mark o 2,604 Mentions o 88% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )
Jim Beam Facebook page: 75 – 100 Fan Comments
o 53 Fan Comments between fans on our pages 19% Net Sentiment on total comments
o When filtered on anything related to Suntory, net sentiment drops to -6%
Top themes: o Un-American o Sellout o Never drink and/or buy
Twitter: 219 direct mentions of the acquisition 56% Net Sentiment
o The majority of mentions have been re-tweets or news broadcasts
o Top Themes (same as above) Maker’s Mark Facebook page: 75 – 85 Fan comments -12% Net Sentiment Top themes:
o Disappointing o Never drink and/or buy o Cancelling Ambassador program
Twitter: 154 Mentions 41% Net Sentiment Top Themes (same as above)
THANK YOU!
35
| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide. 36
Upcoming Webinars
Nick Webb: “Hanz” –On Product Innovation
Nick Webb CEO at Lassen Innovation
April 30, 2014 11 am PT/2 pm ET
www.netbase.com
April 16, 2014 10 am PT/1 pm ET
Robert Genovese Vice President, Marketing
Seasonal Styles Speak Volumes with Social
#netbase #engagement
Top Related