In her BlogWell Chicago presentation, Moen's Director of Digital and Direct Marketing, Ginny Long, talks about their phased approach to adapting different social media platforms.
She outlines the steps they took to figuring out the best way to engage their community and how blogger outreach ended up being a key source of finding their fans.
Uneak White's Personal Brand Exploration Presentation
BlogWell Chicago Social Media Case Study: Moen, presented by Ginny Long
1. SocialMedia.org
Video Case Studies
Ginny Long
Moen’s Social Media Journey Driving
Fan Engagement
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Chicago
June 19, 2013
socialmedia.org/blogwell
3. Phased Approach
7/9/2013 2
Twitter
Feb ‘11
Social
Monitoring
Dec ‘09
Learning
Loops
Jun ‘10
Facebook
Dec ‘10
Blogger
Outreach
Aug ‘11
Emerging
Platforms
Oct ‘11, Feb ‘12
Social
Media
Advisory
Feb ‘12
Kitchen &
Bath
Industry
Show
April ‘12
Content
Strategy
Mar ‘12
Twitter
Chats
Sept‘12
5. Social Learning Loops
• Launch need-based initiatives as stand alone test “campaigns”
• Learn before committing resources
• Define timeframe/success criteria for campaigns, then determine longer-
term strategy
7/9/2013 4
6. • Constant integration with representatives in consumer services
• Immediate consumer support and resolution via social channels
• Adding consumer services associate to daily Facebook moderation
Consumer Services Integration
7/9/2013 5
7. Identified Key Blogger Influencers
• Based on unique audience size and alignment to brand/product content/theme
• Build longer-term relationships to drive advocacy and influence
Initiated Relationships
• Track ongoing relationship
• Tested sampling opportunities
• Hosted two bloggers at Inspire
PR Blogger Relationships
• Aligned to traditional media outlets or existing relationships
• PR/Online ongoing collaboration to effectively manage blogger relationships
Blogger Outreach
7/9/2013 6
9. • Awareness-driving program
• Select group of bloggers targeted to
review product
• Bloggers organized by total reach,
industry alignment and existing
relationship
• Bloggers offered additional product if
giveaway desired
Blogger Outreach
7/9/2013 8
10. Emerging Social Platforms
I need to eat
I ate
This is where I ate
This is where I wish I ate
Look at what I ate
See how I ate
Let’s all eat together
I’m good at eating
7/9/2013 9privileged and confidential
Because there are nuances in how consumers communicate on the various
sites, Moen’s social efforts strategically evolve with new platform introductions.
12. Expanded social marketing efforts drove
a 186% increase in fan/followers
7/9/2013 11privileged and confidential
13. Social Media Advisory
GBM Social
Strategy, SMA
Coordination &
Communication
GBM
Emily &
Angela
Support from
Critical Mass
Data Seekers &
Research
Research:
Carolyn
Kmieck
Prod Quality:
John Adamo
Brand &
Corporate
Communications
Brand:
Beth Wallick
Support from
Falls
Operations
Prod Quality:
John Adamo
Customer Svc:
Marcus Walker
Business Unit
Liaisons
WBU: Jami
Schneider
Commercial:
Kristin Meyers
Retail: Brittany
Bialowas
CSI: Tammy
Howard
Agencies: BU
Partners
Organization and Marketing Leadership
Social Media Advisory
A cross-functional panel of social media stakeholders within Moen and agency partners
7/9/2013 12
14. • Monthly content themes of conversations
• Test-and-learn with different types of content
• Infographics
• Twitter chats
Social Content Strategy
7/9/2013 13
15. Phased Approach
7/9/2013 14
Twitter
Feb ‘11
Social
Monitoring
Dec ‘09
Learning
Loops
Jun ‘10
Facebook
Dec ‘10
Blogger
Outreach
Aug ‘11
Emerging
Platforms
Oct ‘11, Feb ‘12
Social
Media
Advisory
Feb ‘12
Kitchen &
Bath
Industry
Show
April ‘12
Content
Strategy
Mar ‘12
Twitter
Chats
Sept‘12
16. Thank you!
Ginny Long
Director, Online and Direct Marketing
Moen Incorporated
440-962-2019
ginny.long@moen.com
@moen
7/9/2013 15privileged and confidential
17. Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Chicago
June 19, 2013
socialmedia.org/blogwell