The day got off to a great start here at PN Towers when we hosted the first of this years WOMMA UK Espresso Events. As promised Lucy Thomas from Porter Novelli and Matthew Cain from Trufflenet talked candidly about their experience of delving deep into consumer conversation to help better inform their social media strategy for global beauty brand, Braun.
The presentation showed how the Braun client team worked with Trufflenet, a digital intelligence agency, to learn more about how the prime prospect was engaging with beauty related brands and topics online, paying particular attention to haircare and female hair removal. The key insights gained from this initial social listening study were:
- A smaller, engaged following is worth much more than higher numbers of uninterested and unengaged followers
- It is important to remain engaged as follower numbers increase. Social media is ‘always on’ and the most successful brands in this space are the ones who plan for sustained engagement with their followers
- When it comes to blogger relations top tier bloggers are always going to be great contacts but we shouldn’t rule out second tier or next generation bloggers as although the reader numbers are lower, the cost of engagement is also considerably lower. The chance of gaining coverage and exposure with these bloggers will also proportionally higher
- Although video would appear to be the channel through which least engagement can take place it actually delivered some of the best engagement and reach for this audience in this category
