75739

html

On Monday, Forrester Research's VP and Principle Analyst took a moment to present a case study of Procter & Gamble's community building site <a href="http://www.beinggirl.com/en_US/home.jsp">BeingGirl</a>. (AdAge has <a href="http://econsultancy.com/admin/blog_posts/3873-for-some-products-social-media-works-better-than-advertising/Goodluck from BeingGirl.com brought to you by Always pads and pantyliners and Tampax Tampons. indirect approach was able to used community building to increase sales for its Tampax products signficantly. Proctor & Gamble's community building efforts more effective than traditional advertising for marketing the product. significantly increased Proctor & Gamble created a portal that works as a destination site for young girls. At young girls can find cool stuff, ask questions, and get answers. The site is branded with Tampax and Always logos and has a comment at the bottom that states TTKTKT.">video of his talk</a>.) Bernoff chose the site because of the difficulties that surround discussing personal hygeine products. He said: "If you don't want to talk about tampons, 13 year old girls really don't want to talk about tampons." So how do you market a product no one wants to talk about? P&G used an indirect approach and created a community for young girls to discuss the issues that usually plague 13 year old girls. And it worked. By providing health facts, a discussion forum, and youth oriented culture items on a site with Tampax and Always branding, P&G greatly increased sales. According to P&G, this strategy was four times as effective per dollar spend as advertising. And they've duplicated the site in 21 different countries. But Bernoff used the P&G example to make a larger point: "Most products are like tampons. People don't really want to talk about your products....what you really want to talk to people about is their problems. And that will give you the opportunity to talk to them about your products."

On Monday, Forrester Research's VP and Principle Analyst took a moment to present a case study of Procter & Gamble's community building site <a href="http://www.beinggirl.com/en_US/home.jsp">BeingGirl</a>. (AdAge has <a href="http://econsultancy.com/admin/blog_posts/3873-for-some-products-social-media-works-better-than-advertising/Goodluck from BeingGirl.com brought to you by Always pads and pantyliners and Tampax Tampons. indirect approach was able to used community building to increase sales for its Tampax products signficantly. Proctor & Gamble's community building efforts more effective than traditional advertising for marketing the product. significantly increased Proctor & Gamble created a portal that works as a destination site for young girls. At young girls can find cool stuff, ask questions, and get answers. The site is branded with Tampax and Always logos and has a comment at the bottom that states TTKTKT.">video of his talk</a>.) Bernoff chose the site because of the difficulties that surround discussing personal hygeine products. He said: "If you don't want to talk about tampons, 13 year old girls really don't want to talk about tampons." So how do you market a product no one wants to talk about? P&G  used an indirect approach and created a community for young girls to discuss the issues that usually plague 13 year old girls. And it worked. By providing health facts, a discussion forum, and youth oriented culture items on a site with Tampax and Always branding, P&G greatly increased sales.  According to P&G, this strategy was four times as effective per dollar spend as advertising. And they've duplicated the site in 21 different countries. But Bernoff used the P&G example to make a larger point: "Most products are like tampons. People don't really want to talk about your products....what you really want to talk to people about is their problems. And that will give you the opportunity to talk to them about your products."

2009-05-21T22:16:46+01:00

html

<img alt="" height="69" src="http://www.beinggirl.co.in/vip/images/beinggirl.jpg" style="float: right; margin: 7px;" width="214" />Social media is very popular these days. But is it effective at bringing in revenue? Yes. This week, Josh Bernoff spoke at IAB's Social Media Conference to show how not only can social efforts increase sales, they can do so more effectively than traditional advertising.

<img style="float: right; margin: 7px;" src="http://www.beinggirl.co.in/vip/images/beinggirl.jpg" alt="" width="214" height="69" />Social media is very popular these days. But is it effective at bringing in revenue? Yes. This week, Josh Bernoff spoke at IAB's Social Media Conference to show how not only can social efforts increase sales, they can do so more effectively than traditional advertising.

false 3873

<div style=""> <div style=""> For background on social media more generally, it's worth reading our (free to registered users) <a href="http://econsultancy.com/reports/online-pr-and-social-media-trends-briefing">Social Media Trends Briefing</a> (June 2009). Econsultancy has also published <a href="http://econsultancy.com/reports/social-media-and-online-pr-digital-marketing-template-files">Social Media and Online PR</a> Template Files, which you can adapt and use for your own projects. For innovation in this space, download our <a href="http://econsultancy.com/reports/innovation-report">Innovation Report</a>. </div> </div>

<div style="color: #000000; font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; background-image: initial; background-repeat: initial; background-attachment: initial; -webkit-background-clip: initial; -webkit-background-origin: initial; background-color: #ffffff; background-position: initial initial; margin: 8px;">   <div style="color: #000000; font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; background-image: initial; background-repeat: initial; background-attachment: initial; -webkit-background-clip: initial; -webkit-background-origin: initial; background-color: #ffffff; margin: 8px;"> For background on social media more generally, it's worth reading our (free to registered users) <a href="http://econsultancy.com/reports/online-pr-and-social-media-trends-briefing">Social Media Trends Briefing</a> (June 2009). Econsultancy has also published <a href="http://econsultancy.com/reports/social-media-and-online-pr-digital-marketing-template-files">Social Media and Online PR</a> Template Files, which you can adapt and use for your own projects. For innovation in this space, download our <a href="http://econsultancy.com/reports/innovation-report">Innovation Report</a>.  </div>   </div>

For Procter & Gamble, the indirect approach increased sales false

2009-05-21T22:30:00+01:00

for-some-products-social-media-works-better-than-advertising

2009-05-31T08:33:28+01:00

2009-08-14T13:32:20+01:00

2895