Avery Dennison: Getting Started in Social Media — Live from BlogWell

3:50 — Andy Sernovitz introduces Joyce Munoz, Group Manager, Interactive Marketing for Avery Dennison.

3:50 — Joyce introduces her case study, saying she’ll be focusing on her labels and binders division.

3:51 — Joyce: We really do still consider ourselves newbies, but we’re learning.

3:52 — Joyce said they originally wondered if anyone would even want to engage with them online because they didn’t consider themselves a traditionally “sexy” brand. A lot of their leadership would say Starbucks was doing great stuff in social media, and while Joyce’s team agreed, they really didn’t feel they were the same type of brands.

3:54 — Joyce: We realize we’re still in our honeymoon phase. We’re out there like all of you trying to measure all of this.

3:55 — Joyce says that listening and engaging has been a big change for their company.

3:55 — Joyce says they got started by creating a cross-functional team. She says they picked people who were really passionate about this within the company to get it off the ground. She says they also partnered with an agency, and have since moved all of these functions internally. She said it helped them get started.

3:56 — Joyce says buy-in wasn’t too difficult because everyone was very energetic around the project. Her team didn’t have to implement the “ask for forgiveness later” policy, because everyone was on-board early.

3:58 — Joyce describes how they created policies early on, one for employee engagement and one for managing a crisis.

3:59 — When it comes to engagement, Joyce says they rarely lead with the product, and instead lead with tips and helpful advice. She says this has worked well, and they continue to test and experiment here.

4:00 — Joyce says there were so many places they could start, but they decided to keep it simple.

4:01 — Joyce says they started with three posts and three tweets per day, and have since tested different amounts. Since, they’ve decided 3 per day was too much and have slowed that down a bit.

4:02 — Joyce’s key learnings:

  • Just launch. Joyce says there were infinite things to think about, but they just needed to get going.
  • Keep it simple. Joyce’s team started with the main platforms (Facebook, Twitter, etc.) and then decided where to expand.
  • Experiment.
  • Process is important to move quickly. Joyce and her team made sure senior leadership was on-board early and helped keep them informed along the way.
  • Manage expectations along the way.

Q&A

Q: How does this fit into your total digital strategy?

A: Our social media strategies are completely integrated. Everything we do and launch is integrated into the rest of the organization.

Q: How do you monitor?

A: We’re currently reviewing three different monitoring tools. Radian6 is who we started with and we had a good test run with them early on.

Q: I like how you said hey, we’re just labels. I’m curious, what did you do for blogger outreach to drive these conversations?

A: We approached bloggers that reached our target. And just with a few bloggers reviewing a few of our products, we got hundreds and thousands of comments.

Q: You guys are in that sort of B2B and B2C space. Do you segment your approach for these targets?

A: That was an early challenge. We wondered if we should have a Facebook account for each segment, but we started with just one and posted content that applied to all of them. But we’re definitely expanding this year.

Q: Charles Miller with DirectTV asks: What were some of the crises you anticipated when creating your plan?

A: We went round and round on that. We created a grid of about 10 different scenarios on what could happen and determined how to route those different Tweets or comments or blog posts to the proper internal team member.

Q: Kelly Blue Book asks: Can you tell me more about the giveaways?

A: Joyce says they tried a bunch of different little giveaways on both Facebook and Twitter. What we found is that we didn’t really need to go too high on value, and we didn’t need to do it that often. We were doing it once a week and found that was probably more often than necessary to keep fans engaged.

Q: Dole Foods asks: Do you still maintain an editorial calendar?

A: We want to get to the place where we can come up with things on the fly, but we do still use an editorial calendar to plan around strategic programs. We want to get to a point where we have a ton of user-generated content and we’re responding and interacting that way.

Q: Now that you’re this far in, what’s your vision a year from now?

A: I would love to show that everything is integrated. We’re starting to do that now with Avery.com and our paid search. By this time we’re going to look a lot different — definitely have a lot more under our belt.

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