From @BIIntelligence, percentage of monthly active users across social platforms. Facebook still dominates
Where do all your costs/resources go in social? Traditionally the thought was CRM but from the Gartner data the answer is content creation
7 of the top 8 signals in search are now related to social and the need for more fresh, relevant content.
A version of this presentation was given by Dan Gentry, Assistant Brand Manager for Braun North America, during Percolate’s Customer Summit earlier in the month.
Over the last 10 months, Braun and Percolate have been working together to scale Braun’s content presence across social channels. Most of you are likely familiar with the Braun brand, if not through its current products in the personal care space, then through its rich design heritage inspired by Dieter Rams. Among all consumer brands, Braun stands out as unique and identifiable.
As social became a more important focal point for the brand, they were presented with a challenge: How does the brand build that unique, consistent identity as content needs escalate to a new scale? Former methods of content creation were inefficient and time-consuming, with a community manager doing much of the research and copywriting manually – while also splitting time with other brands in the P&G portfolio.
When Braun started working with Percolate, there was a distinct identity that they were looking to cultivate across social channels – a confident, declarative voice, speaking in a concise manner. They wanted to surround topics that were important to their target consumer and while preserving the visual identity that Braun is known for.
Working with Percolate, Braun was able to establish a consistent brand, even as community managers have changed internally. It’s no secret that employees are going to move around, and having a system in place to help create content allowed the team to not miss a beat during the transitional period from one employee to another. Percolate helps community managers build real-time content and visuals to create meaningful conversations with the Braun audience.
With better creation efficiencies came better results. Braun was able to produce more content, engage more users, and reach a larger group of consumers on an organic basis, saving the Braun team time and money by handling content at a scalable level.
As the relationship with Braun continued, Percolate has launched new features to help with content production.
Braun has recently launched the new °CoolTec shavers line, billed as “quite possibly the most technologically advanced dry shaver in the world.” As part of the CoolTec rollout, the brand hosted a launch party at the Clevelander Hotel in Miami (the Braun team is based in Cincinnati with the majority of the other P&G brands).
To document events in the past, the Braun team would have someone on site with a camera or phone documenting the event. Clearly they couldn’t give out the publishing credentials to a broad group, so this would require a lot of emailing and downloading, a difficult process to manage in real time.
Percolate’s Photographer app allowed the Braun team to better manage workflows for live events. They had a team down at the Miami event from several agency partners – Starcom, Barefoot Proximity, and Porter Novelli – all equipped with the app. Throughout the event, attendees could walk around and take photos of the event feature live tests of the new CoolTec razors. Each of these photos would then automatically sync to the Percolate dashboard, appearing in the Braun Media Library.
From there, the images could be branded with the Braun logo, cropped, had filters added on top, and then paired with copy and published. The Braun team has used the image editor extensively throughout our partnership, and having the ability to easily create branded photos makes it considerably easier and more efficient to generate on-brand content in real time.
By the conclusion of the event, Braun generated 40 photos for the team to use on social, and ultimately 8 pieces of custom content were created over the course of the day. A team of 5 people were feeding real-time content to the Cincinnati-based social team, who could get, adapt, and post the content without leaving the Percolate platform.
Percolate’s mobile app made the entire process considerably easier, according to Dan Gentry, Assistant Brand Manager for Braun North America:
The app functioned to the level of Instagram, which speaks well to its design. All agreed that it was easy to use and saved us lots of time compared to the alternative of emailing and downloading.