In her Brands-Only Summit presentation, Moen's Director of Online and Direct Marketing, Ginny Persons, gives us a behind-the-scenes look of their social media journey. She shares how they monitored, piloted, and expanded their outreach to drive fan engagement.

1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Moen’s social media journey
driving fan engagement
GINNY PERSONS
MOEN
DECEMBER 9–11, 2013

2. Moen’s Social Media Journey
Driving Fan Engagement

3. Twitter
Feb ‘11
Learning
Loops
Jun ‘10
Facebook
Dec ‘10
Pilot & Learn
Expand Reach
Blogger
Outreach
Aug ‘11
Emerging
Platforms
Oct ‘11, Feb ‘12
Content
Strategy
Mar ‘12
KBIS
Apr ‘12 Drive Engagement
Houzz
Jan‘13
Pinterest
Sweeps
Feb‘13
Phased Approach

4. Social Monitoring
2/5/2014 3

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
2/5/2014 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
2/5/2014 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
2/5/2014 6

8. 2/5/2014 7

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
2/5/2014 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
2/5/2014 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.

11. Moen Social Platforms – Sample Strategies
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2/5/2014 10

12. Expanded social marketing efforts drove
a 186% increase in fan/followers
2/5/2014 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
2/5/2014 12

14. • Monthly content themes of conversations
• Test-and-learn with different types of content
• Infographics
• Twitter chats
Social Content Strategy
2/5/2014 13

15. Twitter
Feb ‘11
Learning
Loops
Jun ‘10
Facebook
Dec ‘10
Pilot & Learn
Expand Reach
Blogger
Outreach
Aug ‘11
Emerging
Platforms
Oct ‘11, Feb ‘12
Content
Strategy
Mar ‘12
KBIS
Apr ‘12 Drive Engagement
Houzz
Jan‘13
Pinterest
Sweeps
Feb‘13
Phased Approach

16. Thank you!
Ginny Persons
Director, Digital and Direct Marketing
Moen Incorporated
440-962-2019
ginny.long@moen.com
@moen
2/5/2014 15privileged and confidential

17. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
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DECEMBER 9–11, 2013
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