This webinar took place on Tue, Aug 7 2012 10:00 AM (PDT)
We enable global businesses to engage with their customers, In the language, the media and at the moment they choose
We help businesses manage their brands and drive global revenues, Providing enterprise-ready innovative solutions for managing the end-to-end customer experience
SDL believes everyone should be able to engage with the information they require in the way they want
How can Burt's Bees mitigate any issues with the brand due to the Clorox acquisition?
How stable are the current target audiences who value Burt's bees?
Are there new audiences that Burt's Bees can target?
Who i stalking about Burt's bees?
What are the key themes behind conversations?
Where do unique groups communicate?, What are the conversation triggers that can help to address key messaging concerns for unique audiences?
Evaluate the brand's daily volume trends to get a high level understanding of what motivates conversations
Break conversations into product categories, Are there multiple audiences that exist within one topic?
Identify the Who and Where of conversation, Mommy Forums, Environmentalists
Audience Analysis and applying the methodology to Drive action, Themes, Environmental friendliness, Brand loyalty, Beauty enhancement and Parenting are going to shape the 4 personnas around which we can segment conversations and therefore marketing activity
Personas, 'Addicts', Power users of product, Brand advocates, Sarcastic and Silly, Avid Twitter users., 'Greenies', Drawn to products based on eco-friendly, natural properties. Opinionated, Aggresive Forum users, 'Vanity Fairs', Appreciate the benefits of beauty enhancements, Vocal about product quality (or lack thereof), Active on product review sites, 'Anxious Moms', Prioritise Burt's Bees for their children over themselves. Sceptical about product labels, Aggressive forum users for advice
Personas, 'Addicts', Providing online experiences for addicts to engage (with one another and others) will quickly leverage their existing influence, 'Greenies', A PR campaign around Burt's Bees 2020 goals to address their concerns, particularly related to packaging and the Clorox brand would alleviate existing pain points, 'Vanity Fairs', By evaluating "beauty" branding to cater to Vanity Fair audience, and advertising through relevant channels, this audeince will be sure to recognize and gravitate toward the products in the line created for consumers like them., 'Anxious Moms', Ensure clear messaging of "Baby bee" to moms to increase overall awareness, possibly via the key forums they actively engage on.
US Webinar August 21st 10:30 AM – 11:30 AM PDT
UK/Europe Webinar August 21st 11:00 AM- 12:00 PM GMT