It takes a lot less effort to get your fans to talk about you when you know what they want to talk about. But to do that, you have to listen first. According to Ginny Persons, Moen’s Director of Online and Direct Marketing, listening to their fans helped them re-focus their social media strategy.
By monitoring the conversations happening about faucets, Ginny’s team learned that people weren’t talking about Moen (or any of their competitors, for that matter). They were talking about home improvement projects. To become a part of these conversations, Moen has to stop talking about itself, and start talking about the things that interested their customers.
In her presentation, Ginny explains how they did it by:
- Reaching out to remodeling bloggers
- Making video content available on social media — not just their own sites
- Creating their own monthly content to keep the conversations going
Watch the full presentation below.
Download Ginny’s slides here.