Marketing Case Analysis: shespeaks differentiated social marketing approach

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The work of modern media buyers is not easy. They are not only to ensure coverage of target audiences, meaningful conversion behavior, but also as consumers to participate in behavioral data providers, their role is increasingly accepted and trusted by the industry.

There is no doubt that social media play a positive role in promoting it. But Facebook and Twitter are just empty shells, but they don't have the "killer" strategy. Some companies, while making better use of social networking sites, also offer strategies to lure the world's largest brands to their sites. But it is not enough to attract these big brands with the participation of consumers alone.

"Our community is a springboard. "Freud, founder and chief executive of Shespeaks, said. Since its inception in 2007, Shespeaks has helped many companies gather customer recommendations for their products and has done a lot of research on targeted consumers. Now, the company also provides a way for companies to interact with consumers. "By asking female consumers what they think of a brand, you can tell if they are a brand supporter." Freud said. "Women like to explore a product on their blogs, or write about something related to a product on Facebook," she said. And our investigation allows them to speak directly to their voices. ”

These brands include Pepsi, Heinz, American Express, Rubbermaid and Procter and Gamble. Each brand has cooperated with Shespeaks to develop a personalized, branded product micro-site. The difference between this service and other platforms is that the content of each micro-site is mostly not open to the public. The common practice of micro-websites is to open up content and communities to the public and use advertisements to attract target audiences. But Shespeaks, through the brand's consumer standards, picks target users from its existing 170,000 members, 30% of whom are bloggers. Each "seed group" usually consists of about 10,000 members who can benefit from the activities of the brand and, accordingly, provide feedback to the brand and their own original content.

In the case of Procter and Gamble, the FMCG giant wants to publicize the fact that many of the brand's products are environmentally friendly. With the support of the company's many brands, the company launched a "Future friendly" campaign to encourage mothers to "conserve resources" for their children. At the same time, Shespeaks also created a micro-Web site to echo. Some of the content on the site is open to all Internet users, but most content, including forums and evaluation quizzes, is open only to specific members.

In Johnsonville's micro Web site, everyone was invited to upload their own videos and photos of the Johnson Salami, but only members received a trial coupon for the product.

It is this exclusivity that allows consumers to participate actively and set off a wave of branding activities that are not limited to that page. "Emotional value is very persuasive. Freud said he also pointed out that the company's members do not have to pay when registering or participating in personal activities. "The incentive is that users can get related products before others." ”

This activity can also translate into a lot of media exposure. Event organizers encourage participants to write blogs, or write posts to share their experiences, which the participants usually do. "Tostitos artisan roasted garlic and black-bean-flavored crisps are incredibly good," says one participant in the Tostitos Shespeaks event in a post. It's not an ad, it's a relationship. ”

In addition to creating product advocates, these brands are also collecting material for marketing and future advertising campaigns. After the activities of the micro-site, they can create an ad unit, the contents of which are filled with members of the product recommendations and praise. Freud says the ad unit works very well, with ad clicks and conversions reaching twice times the rate of other ads.

Adding consumer involvement to media purchases can create a delicate balance between branding and transformation, participation, and long-term loyalty. In addition to the Facebook pages and Twitter accounts that the brand already knows, Shespeaks has made social media more widely available--while leveraging huge social platforms, it also adds to the factors of direct marketing and focus groups. This may just be a "springboard", but the brand owner has a lot to gain from leaving, with a deeper and more valuable insight into its products, and a network community of brand advocates.

Next week, I'll introduce another company that helps media buyers and planners bring better consumer engagement to their customers. Stay tuned.

(Original: March 17, 2011, compiled: Zeng Cui)