Solution Type – Digital Promotions, Social Marketing for nutritional supplement brand MuscleTech

Objective:
Counter declining brand sentiment and support the launch of a new line of products by developing and activating the MuscleTech audience in social media, engaging with targeted communities and influencers to educate and deliver key product and brand messaging where it would be heard.

Services Provided:                                      
Contests and Sweepstakes
Blogger/Influencer  Outreach
Facebook Advertising
Social Media Monitoring
Social Media Audit
Internal Policies and Education
Profile Management
Facebook Applications
Product Sampling/Fulfillment

Activation:
Formalized the social media program for Iovate prior to the program’s launch including conducting a social media audit, developing the communication workflow, engagement guidelines, and more.  Utilized a cross-platform content strategy (Facebook, Twitter, Foursquare, YouTube, Knowledge Base) to consistently deliver interesting and relevant content and brand messaging with MuscleTech’s audience.  Improved customer interaction across major social networks by engaging with people talking about MuscleTech, its products, and the sport of bodybuilding. Earned new customers and brand followers by applying audience development tactics across platforms, developing sweepstakes, exclusive offers and content supported by targeted Facebook advertising. Educated customers about new products through interactive Facebook tabs and a Support Center with answers to commonly asked questions, and empowered them to share and recommend content and products through targeted trial sampling programs.

That means that of the retailers surveyed in a survey by the e-tailing Group and PowerReviews in August and September of this year, Facebook will have almost 100% brand penetration, as reported by eMarketer.

Other interesting insights  from the survey:

• More than 1/2 of retailers surveyed use 5 of 10 of the Social Marketing tools they included in the survey
• Top tools used by retailers includes: Facebook, Twitter, Reviews, Blogs & Viral Videos – all of which are over 50% usage amongst those surveyed

The sentiment measured in the survey indicated what we encounter almost weekly with potential clients – marketers are still scared of Social Media. Scared to give up control of their brand, scared about how the conversations can take a mind or path of their own, and worried that they lack the skills internally to fully understand how Social Media best works within their brand framework.

Pushing those fears aside, the resounding sentiment that they note rings true: Using social media might be scary, but avoiding it is becoming less (and less and less and less) of an option.

Ways to move beyond those fears?

• Conduct a Social Media "Audit" - hire an agency like Affinitive (naturally!) who specializes in the space to look at who/what/where is currently talking about your brand – listening and identifying where to enter the conversation is the first step
• Step away from your interns – Managing a Facebook page is no longer the work of an intern (if it ever was, gasp!), time to put some real strategy behind it
• They’re gonna talk no matter what - remember that just like the gossiping girls in your high school, no matter what you do, people are going to talk about you. Best to be there to join the conversation, curb any inaccuracies, and develop a relationship with them that is full of trust, transparency, and ultimately – value
• If the platform fails, so what? - There’s a possibility Twitter, Facebook & YouTube could be obsolete in a couple of years. Not looking likely, but always possible (Friendster, what?) but so what… if your presence in that platform becomes no longer necessary, the same applies to everyone else. Crafting an exit strategy is easy. Better to exit when it’s time to than to sit on the sidelines and watch your competitors take home a pile of innovation awards and the loyalty of your target audience.

As we’ve mentioned, it’s a land grab. The time to act is now.