Carrie Cioffi Marketing Communications Manager Henkel Adhesive Technologies. Kellie Jones Digital Content Manager Henkel North America ebusiness

Transcription

1 Carrie Cioffi Marketing Communications Manager Henkel Adhesive Technologies Kellie Jones Digital Content Manager Henkel North America ebusiness

2 Social Media for Suppliers Henkel Lighten Up Campaign October 10, 2013

3 The Time to Lighten Up is Now

4 Henkel s Social Media Approach Position Henkel as a leader in vehicle lightweighting in the automotive industry More educational, less of a sell Explore the essential role adhesives, sealants and surface treatments play in vehicle lightweighting

5 Collateral reinforces message Leverage industry relationships Social media as core of integrated campaign Media relations offers third-party credibility Trade shows provide direct messaging to customers Digital content drive followers

6 Integrated Digital Marketing Strategy Electronic Mediums Each electronic medium has its strength in educating and nurturing the customer Website: To provide information To buy (if applicable) To nurture potential customers and customers Website / Social Visitors Search: To find answers To nurture potential customers and customers Display Advertising: To capture customers reading online vs. print To nurture potential customers and customers Social: To share and engage To monitor & nurture potential customers and customers Marketing: To push information & drive customers to social and web To nurture potential customers and customers

7 How we got started First: A lot of discussions. A lot of scrapped ideas. A lot of research. Competitors Associations/Partners Customers Pubs Keywords Top articles Top blogs Second: An idea we thought may work Third: Willingness from the company and executives to give it a shot Fourth: Launch plan and execution about 5 months from start to finish

8 Lighten Up campaign elements Collateral Advertising Web site/blog Twitter Trade show integration Sponsorships Internal communication

9 Lighten Up Web Site -Optimized -Updated monthly -Links to various sources

10 Lighten Up Videos

11 Lighten Up Twitter

12 How we launched

13 Trade show integration Touch screen with link to Lighten Up site Online survey Video clips Live tweeting Encourage blog subscriptions Incorporate into banners, backdrops, etc.

14 Lighten Up Results

15 Value of Social Media: Impressions Social media Impressions can be made up of many variables: Organic impressions: Internal Impressions: Followers, Subscribers, forum members, unique visitors External Impressions: PR pick-ups, Google searches, re-tweets/shares Average cost for impressions & engagement: $0 Paid impressions: Increase impressions & engagement through to paid & targeted advertising Pay to target FB posts, Tweets, Videos, Banner ads, etc. Average cost for engagement of a promoted Social Campaign: $1.03 Average cost per click of a PPC campaign on Google: $ $3.00

16 Value of Social Media: Engagement Social Media Engagement ROI can be compared to traditional marketing: Traditional (print) ROI: Impressions/Print Circulation Unique URL usage Social ROI: Impressions Clicks Shares Likes Comments (also can be valuable when taking polls etc) Video views Referrals Influencers (bloggers, brand advocates, associations) Engagement Rate: Actions / Total Impressions (awareness) Average rates: Consumer: 6-7% B2B & B2C: 5-6% B2B: 1.5-2%

17 Campaign Results Bounce Rate: <35 is excellent and hard to maintain; September bounce rate higher than we want need to re-optimize page Google rankings: 1-10 = page = page = page 3 We consistently come up on page 1 or page 2 Blog Awareness: About 110 subscriptions (April-Sept) Over 1000 views a month, growing Social Awareness: Nearly 40,000 organic impressions Strong engagement Social Referrals: Over 30% of website visitors are referred from social media

18 Lighten Up Website: Click Map Average % of clicks per month Clicks to blog: >10% Clicks to video: >5% Clicks to resources: >10% Other clicks: FAQ, Contact, Automotive page

19 Lighten Up Website: SEO: Keyword Google Rank Over Time Lightweighting Avg monthly search: 210 Current Rank: Position 4 page 1 Lightweight Materials Avg monthly search: 480 Current Rank: 10 page 1 Lightweight Material Avg monthly search: 140 Current Rank: 6 page 1 Average clicks expected based on page rank: 1: 34.35% 2: 16.96% 3: 11.42% 4: 7.73% 5: 6.19% 6: 5.05% Source: Chitika, 2010

20 Keyword Google Rank Blog & Website: Page 1 on Google for Lightweight Material Others on page 1: DuPont Department of Defense Department of Energy Oak Ridge National Laboratory Website: Page 1 on Google for Lightweighting (Lightweighting brochure also starting to rank) Others on page 1: Coalition for Automotive Lightweighting Materials (CALM) Alcoa Center for Automotive Lightweighting

21 Twitter Goal: Create awareness, drive traffic, connect with influencers Tactic: Deliver meaningful/newsworthy content, communicate in an informative voice, connect with associations and other influencers Budget: $0

22 Twitter Results after 6 months: Awareness: > 135,000 organic impressions Driving Traffic: Over 2500 unique clicks to website, blog Over 3500 total clicks to website, blog Average engagement rate: 3% (B2B Industry average 1.5-2%) Influencers (who are following and engaging with us) 70% male, 30% female Over 400 mentions/re-tweets Over 40 influencers identified: > 20 automotive engineering associations = >500,000 followers in network > National and International bloggers picking up our content Spend: $0

23 Blog Strategy Goal: Show expertise, build credibility, and increase visibility Boost search engine results and organic visibility by keywords Use thought leadership to drive positioning & sales

24 Blog Results After 6 Months Expertise: 8 Henkel Expert Authors: Market managers, Directors, VP of Automotive Guest Contributor: Neil De Koker, OESA Increase Visibility: -Over 1400 blog post views a month and growing -100 Subscribers and growing, including Dow Corning, Hyundai, Chrysler, John Deere, General Motors Thought leadership: Blog content being re-purposed -Alteris -Center for Automotive Research -Automotive Engineering International Boost search engine results -Blog on page 1 & 2 of Google within 15 days -6 months later, blog content is still ranking, along with website

25 Looking ahead to 2014 Expand the campaign to promote the voice of the customer More focus on infographics WWJ and WJR partnerships/advertising increase visibility

26 Please subscribe! Click on Go to Lighten Up blog from home page to get to subscriber area

27 Thank (M. Heights, Mich.) (M. Heights, Mich.) (Connecticut)