social media for socially conscious brands using digital branding
DESCRIPTION
Presentation at the Natural Products Expo September 2013 discussing how to use digital branding to create a dynamic online marketing program.TRANSCRIPT
SOCIAL MEDIA MARKETING FOR SOCIALLY CONSCIOUS BRANDSA DIGITAL BRANDING APPROACH
PRESENTED BY
MARYANNE CONLIN
PRESIDENT
REDROPES DIGITAL
NATURAL PRODUCTS EXPO EAST
SEPTEMBER 27, 2013
Yea We’re On
Facebook!Is Not a Social
Media Strategy!
CHALLENGES FOR TRIPLE BOTTOM LINE BRANDS
Expanding the Market and the Message without changing the Mission
THE IMPORTANCE OF DIGITAL BRANDING
In the coming years, most consumer’s first interaction with your brand will be online!
Branding your product correctly in the Digital Space will be MORE important than any other marketing activity!
Digital Branding: (noun) a strategic approach to creating and maintaining a dynamic online marketing program.
TODAY’S TOPICS
NEW TECHNOLOGY AND TRENDSImpact On Consumer Buying Behavior
SEGMENTS & MESSAGING
LOHAS and Mainstream
DIGITAL STRATEGY AND SOCIAL MEDIA TOOLS
Developing a Strategy & Implementing it
US MARKET SEGMENTS
LOHAS19%
Mainstream81%
70 % considered “Sustainable Mainstream”
* Natural Marketing Institute (NMI)
CONSUMER SEGMENTS
Label Readers
Practical17%
Healthy21%
Trendy22%
LOHAS
FIRST: VOICETHEN: STRATEGYTHEN: EXECUTION
Segment Message Voice
LOHAS Organic Deep Green – interested in both health & environment.
HEALTHY Organic Foods are healthier because higher in antioxidants and other nutrients than Conventionals
“Better for You”
Yoga Mom –Interested in feeding her family healthyYoga Grandma interested in maintaining HER health
TRENDY Organic Food tastes better
“Organic is Higher Quality”
Foodies – interested in taste & quality
PRACTICAL Maximize the quality you getfor the price
Coupon Clipper interested in high quality/low price
VOICE It’s All About Me
DIGITAL STRATEGY AND TOOLS
Website
Facebook Pinterest
FacebookBrand Advocates
Instagram YouTube Google+
Tumbler Myspace Linkedin
HOW TO DO IT
FIRST: VOICETHEN: STRATEGYTHEN: EXECUTION
FOCUS!!
More is Better
Less is Better
GREAT WEBSITES WORK FOR CONSUMERS
The Devil’s in the Details!• Product usage ideas & tips consumers
actually search for
• Formatted for how consumers think
• Heavily Cross-Linked
• Easy to View on Mobile
• Trackable
WHAT MAKES GREAT CONTENT ON FACEBOOK/TWITTER/PINTEREST?
Consumers
Influencers
Watching the game on Monday? Try this corn and hummus dip (10 minutes to make) via @TheMerrythought http://bit.ly/1d6j3BT What’s your favorite hummus dip?
Boring
Engaging
THE IMPORTANCE OF BRAND ADVOCATES
Each Brand Advocate brings you 3 new customers…butLOHAS Brand Advocates bring you LOHAS customers
I CAN’T BE EVERYWHERE!
TRENDS AND TECHNOLOGYDEMOGRAPHICS
• 31 Million adults identify as “Foodies” (14% of population)
• Six million children have food allergies, (close to 10%)
• 80 percent of consumers trust healthcare professional’s recommendations
TECHNOLOGY AND COMMUNICATION
• 50+% Facebook users access it via a mobile phone
• Only 33% of consumers have ever followed a brand on Facebook
• 60 % of social media users create reviews of products
ABOUT
RedRopes Digital specializes in digital branding.
We create a comprehensive presence in the digital space for our clients by developing successful targeting and positioning strategies first and then executing with creativity & flair.
We have successfully launched a variety of products and created wildly successful promotions, advertisements, PR programs & social media for clients in the natural & CPG space.
Our unique blend of experience with both CPG & natural brands, with moms, Hispanic consumers and entertainment and our marketing based focus makes us more than just a digital agency. We want to be your partner in growth!
See more @ www.redropesdigital.com
Follow me @maryanneconlin
THANK YOU!!
AWARDS
CLIENTS
Contact Us Today: [email protected] 562-607-9727