On Nov. 1, 2013, Racepoint Group and the Social Media Advertising Consortium (SMAC) hosted a webinar discussing the use of influencers in marketing efforts and telling a brand story. Speakers included Scott Monty of Ford, Renee Entinghe of Glidden Paint and Racepoint SVP Kevin Green (moderator).
2. Introducing our Speakers
KEVIN GREEN, SVP, GLOBAL DIGITAL STRATEGY
DIGITAL INFLUENCE GROUP/RACEPOINT GROUP
@KEVINMGREEN
RENEE ENTINGHE, DIRECTOR, END USER INSIGHT
AND SOCIAL MEDIA STRATEGY
PPG/GLIDDEN PAINT
@GLIDDEN_PAINT
SCOTT MONTY,
FORD MOTOR COMPANY
@SCOTTMONTY
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#SMACWebinar
3. The Evolution of Influencers
WISDOM OF CROWDS
TALENT OF CROWDS
OPPORTUNITY & INSIGHT
COLLABORATION
INDEPENDENT
ENABLED
BRANDS ON THE FRINGE
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BRANDS AT THE CENTER
#SMACWebinar
6. OUR GOAL:
Give her support and
guidance to get to
colorful results
she’ll
love – create a
friendly, non-intimidating environment with trusted
voices, encouragement, and helpful tools. Allow
her to create her own
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Glidden brand story.
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7. Owned Property
Influencers as Publishing
Partners
Distributed Content &
Experiences
Owned Social Channels
Traditional Media
Integration
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Retail Extension
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14. Results Highlights
50 million+ exposures to My Colortopia
1 million+ minutes spent interacting with content
100K+ quiz and tool interactions
3,700 color palettes saved
Visitors to MyColortopia.com are 70%+ more likely
to consider purchasing Glidden Paint for a future
project
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16. Why do people share content?
To share interesting things (61%)
To share important things (43%)
To share something funny (43%)
To let others know what I believe in and who I
really am (37%)
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40. Thank you for attending!
SMAC members are groundbreakers, entrepreneurs and
thought leaders. This community fosters an environment
of innovation and expertise in social media, with an
emphasis on new business opportunities, knowledge and
creating business relationships for brands, agencies,
technology and media partners.
For information on becoming a member company, the
SMACForward Blog or future events please visit us at
www. smac.org or @SMACorg.
Editor's Notes
Could use this slide to set up current state of social at Akzo when beginning the program
Set up background on the target; lay the groundwork for why trusted, accessible influencer voices will play an integral role in the program
1) The Challenge: Set up the HMFMS target
-Afraid of picking the “wrong” color and winding up living with something she doesn’t like – sometimes she doesn’t start painting at all
2) The Insight: she needs guidance, reassurance, validation
- She tears out magazine pages of rooms she likes, but isn’t sure she can recreate those looks on her own. It’d be awesome if a friend who knows their way around a roller could help her out.
3) Paint brands haven’t even entered her mind
- If she can’t decide which colors she wants, she probably hasn’t chosen a paint brand either. We need to make her want to go with Glidden Paint.
Can consider reading verbatim – this describe what the My Colortopia program aims to do (it answers everything you will have set up on the previous page)
- Program is in alignment with overall webinar focus – clear brand story, responds to consumer needs, provides value
Note: Ecosystem labels are included for easy reference – feel free to remove if you’d like
Influencers as publishing partners
The Colortopia Team - trusted voices for the target who also bring captive, established audiences
Long-term relationships with the brand; contracted
Provide all content for the MCT site and publish within their own sites
Owned property, MyColortopia.com
Program hub; all elements created to be distributable
Distributed Content & Experiences / Owned Social Channels
Tools and content are distributed by blogger and media partners to drive scale
…and are implemented on social channels
Integration with Traditional Media
- Colortopia Team has participated in several House Beautiful spreads with print/digital components
Colortopia Team provides all content for the site
Diverse group (backgrounds, styles) to resonate across target
Accessible, real people – not “design experts”
Colortopia team is a prominent, human element right when landing on the site
Note: Remaining slides mainly focus on influencer aspects, so this would be a good place to give general orientation to the types of tools available as well
Colortopia Team members answer advice column questions – what’s better than getting personalized advice from bloggers you trust!
AND importantly for the brand, bloggers have been finding natural ways to integrate Glidden into content – here Melissa is recommending a specific Glidden color, Wood Smoke
- Examples of content posts and tools within bloggers’ sites
- Examples of content posts and tools within bloggers’ sites
The Colortopia team played a role in traditional media with digital extensions
Opportunistic way to leverage blogger relationships; inject a human face for the brand
Note: These are 6 month highlight numbers (launch-through May 2012) to show quick impact of program
Ipsos global study, September 2013
•Focus had become a cultural punchline by 2011
oPeople hadn’t just stopped shopping it
oSocial groups actually organized around the dislike for it
•On the eve of the launch of the all-new 2012 model, we knew we had to change the nature of our conversation with our prospective customers
oBold action needed to regain their attention and engage them in a fresh appraisal of the Focus
oFrom where we sat… it looked like a job… for a sock puppet
•Take a look:
•Talk about changing the conversation!
•The Focus Doug webisodes told the Focus’s story in far edgier terms that would have been available to us in traditional broadcast advertising
•The same “mockumentary” feel that people love about The Office
•They speak the customer’s language, while letting the viewer in on the joke
•They acknowledge that we’re selling you… but we’re also going to entertain you
•Extemp discussion of how this first ad showcased Doug’s personality
•Subsequent executions worked product features in to the message:
It’s not a new concept, but it’s one that we as marketers and communicators may have forgotten.
First uttered by Cicero, some 2,000 years ago, it’s still as relevant today.
•We gave 100 consumers a car for six months
oWe asked them to…
oComplete a different mission each month
oDocument their progress on YouTube, Flickr, Facebook and Twitter
•By capturing their unique experiences, we created a tremendous opportunity to convey exactly what the Fiesta stood for and why we were so proud of it
•By putting every bit of user-generated content on our web site we showed that we were confident enough in the merits of our product that we were willing to let our customers tell its story
Our #AndIsBetter campaign is designed to highlight the benefits of vehicles in our supersegment – Escape, Edge, Focus, Fusion and Explorer, primarily.
It’s designed to show that you don’t have to sacrifice one for the other – great design AND fuel economy, hands-free technology AND fuel economy, seven-passenger seating AND great fuel economy, etc.
Working with Devin Supertramp, a YouTube influencer who does extreme activities, Ford gave him an Explorer and a Focus and challenged him to do anything he wanted with the vehicles on a single tank of gas – to demonstrate the possibilities of “AND.”
The program was designed to demonstrate our vehicles’ fuel economy AND that they’re fun to drive. Devin was able to show that more effectively than we could ourselves.
His considerable audience helped with reach as well as with authenticity.
•A great example of that has been the evolution of “Ford Social.”
•By 2009, we invited our fans to become part of the innovation process – input on what they want to see in upcoming generations of Fords
•Given all of the fan-based content, the old name really didn’t make much sense anymore
•Since last year, the site has been re-branded from “Ford Story” to “Ford Social”
•The very latest refinement has been the addition of these little badges – shown on the the back of your program
•By collecting and sharing them, users give us a way to create content customized to their interests.
• We’re inviting several of them to come to Detroit in the second week of January to take part in the Media Days at the Auto Show – one full week before the general public will get to see it
Connecting with non-super influencers on a regular basis and keeping a relationship going with them.
It starts at Connect Ford (connectford.com) where you can register to see what’s going on.
We not only feature our own content there, but we also feature the content of our registered influencers, to give them a sense as to what they’re writing about and to give their content a boost.
Similar to a press site, it’s custom-designed with digital influencers in mind – visual, short content, lifestyle-oriented (rather than automotive).
Similar to a press site, it’s custom-designed with digital influencers in mind – visual, short content, lifestyle-oriented (rather than automotive).