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HOW WOM INFLUENCES BRAND STRATEGY,[object Object],WOMMA Case study, January 2011,[object Object]
Beauty & social media nothing new,[object Object],WOMMA case study, January 2011,[object Object],2,[object Object]
But Braun new to social media,[object Object],Excited by social media – uncertain about scope,[object Object],No online orders capacity,[object Object],Needed to determine role in marketing mix,[object Object],Unclear about hair removal in social media,[object Object],Social listening study is critical before developing strategic recommendations,[object Object],WOMMA case study, January 2011,[object Object],3,[object Object],X,[object Object],X,[object Object],?,[object Object]
Our methodology,[object Object],Automated search for concepts and brands,[object Object],Intelligent human analysis of themes and meaning,[object Object],Filtered according to demographic information,[object Object],Sample size of 20,000 mentions,[object Object],Partnership with digital and client team for devising recommendations,[object Object],WOMMA case study, January 2011,[object Object],4,[object Object]
Key finding: Twitter’s limited potential,[object Object],WOMMA case study, January 2011,[object Object],5,[object Object]
Strategic impact: Change the type of content produced,[object Object],WOMMA case study, January 2011,[object Object],6,[object Object]
Key finding: Brands not always welcome,[object Object],WOMMA case study, January 2011,[object Object],7,[object Object]
Strategic impact: Provide engaging, relevant content,[object Object],WOMMA case study, January 2011,[object Object],8,[object Object],Experts,[object Object],Top tips,[object Object],Style info,[object Object],‘How to...’,[object Object],Did you know?,[object Object]
Key finding: Authenticity requires honesty,[object Object],WOMMA case study, January 2011,[object Object],9,[object Object]
Strategic impact: Create a personality that stands for 						     something,[object Object],WOMMA case study, January 2011,[object Object],10,[object Object]
Key finding: Long tail, greater opportunity,[object Object],WOMMA case study, January 2011,[object Object],11,[object Object]
How Braun responded,[object Object],WOMMA case study, January 2011,[object Object],12,[object Object]
Key challenges,[object Object],Demonstrating value of listening techniques and integration into PR programmes,[object Object],Explaining key messages for client audiences with very different knowledge levels,[object Object],Recommendations that were ambitious yet realistic ,[object Object],Sustaining an always on solution ,[object Object],WOMMA case study, January 2011,[object Object],13,[object Object]
Where next?,[object Object],WOMMA case study, January 2011,[object Object],14,[object Object],[object Object]
Pushing other engagement opportunities, eg, competitions, quizzes, etc
Paid for page support via Facebook engagement ads to drive ‘likes’

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How Braun used wom to drive brand strategy.ppt