Trufflenet and Porter Novelli's presentation to WOMMA UK members on how Braun used word of mouth listening and engagement to influence brand strategy with female beauty products. If you like this, visit us at wommauk.org.
2. Beauty & social media nothing new WOMMA case study, January 2011 2
3. But Braun new to social media Excited by social media – uncertain about scope No online orders capacity Needed to determine role in marketing mix Unclear about hair removal in social media Social listening study is critical before developing strategic recommendations WOMMA case study, January 2011 3 X X ?
4. Our methodology Automated search for concepts and brands Intelligent human analysis of themes and meaning Filtered according to demographic information Sample size of 20,000 mentions Partnership with digital and client team for devising recommendations WOMMA case study, January 2011 4
13. Key challenges Demonstrating value of listening techniques and integration into PR programmes Explaining key messages for client audiences with very different knowledge levels Recommendations that were ambitious yet realistic Sustaining an always on solution WOMMA case study, January 2011 13