blogwell san francisco case study: target, presented by joe curry & eric hausman
DESCRIPTION
In their presentation, Target's Social Media Manager, Joe Curry, and Group Manager of Communications, Eric Hausman, share how they are sharing their behind the scenes stories with media, influencers, and guests. Joe and Eric talk about the process behind running their online magazine "Bullseye View" and how they use it to build buzz and brand affinity. Watch the video of this presentation here: https://vimeo.com/42213726TRANSCRIPT
![Page 1: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/1.jpg)
SocialMedia.orgVideo Case Studies
Joe Curry &Eric Hausman
A Bullseye View
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellSan Francisco
March 27, 2012socialmedia.org/blogwell
![Page 2: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/2.jpg)
A Bullseye View
Eric Hausman Group Manager
@EricH424
Joe Curry Manager @JoeJCurry
@ABullseyeView
![Page 3: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/3.jpg)
1,765
team members worldwide 365,000
U.S. stores (Canada stores opening in 2013)
30 million guests/week 2
![Page 4: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/4.jpg)
3
Background & Opportunity
3
![Page 5: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/5.jpg)
Background & Opportunity
• Opportunity to connect media, bloggers, brand advocates & guests with a more complete, richer Target story.
• Stories that are:
• more than a status update
• less formal than a news release
• Ones the media may not know about or think to cover
• Fun, compelling stories with the Target wink
4 4
![Page 6: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/6.jpg)
Solution
• We decided to launch A Bullseye View, an online magazine sharing “behind-the-scenes” news at Target
• Supported with Twitter @ABullseyeView
• And we did it in 6 weeks!
5
![Page 7: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/7.jpg)
How & why did we launch so quickly?
• Full support from executives (including CEO)
• “All hands on deck”
• Existing agency partner with experience
• Goal to launch in time for NY Fashion Week, our Missoni pop-up store & meetings with key industry partners
6 6
![Page 8: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/8.jpg)
Original Design at Launch
7
![Page 9: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/9.jpg)
• Storytelling • Issues & Reputation Management • Brand Affinity
8
![Page 10: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/10.jpg)
Lessons from launch
• Enthusiastic support from CEO and exec leaders from Day 1 was key
• Full support from Communications, Marketing and Legal
• Outline editorial process for post-launch
• Experiment, measure, learn & adapt
9
![Page 11: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/11.jpg)
10
Storytelling
![Page 12: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/12.jpg)
Storytelling – From the Vault
11
![Page 13: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/13.jpg)
Storytelling with Key Partners
12
![Page 14: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/14.jpg)
13
Storytelling with Key Partners
![Page 15: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/15.jpg)
14
Issues & Reputation Management
![Page 16: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/16.jpg)
Issues & Reputation Management
15
![Page 17: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/17.jpg)
Issues & Reputation Management
16
![Page 18: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/18.jpg)
17
Brand Affinity
![Page 19: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/19.jpg)
18
Brand Affinity
![Page 20: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/20.jpg)
19
• Internal social media channels
How do we promote the content?
• Target partners
• Each story is pitched to media and bloggers
• @ABullseyeView
![Page 21: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/21.jpg)
20
@ABullseyeView
![Page 22: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/22.jpg)
10,000+ Target team members are rockin’ Red & Khaki @Target Center in Minneapolis for our spring nat’l meeting (SRG)
Honored that @Target is among @Ethisphere Institute's most ethical companies for the 6th year in a row. (LW)
Congrats @JuneAmbrose on the “Styled By June” premiere tonight on @VH1. Your friends @Target will be tuning in! (DTJ)
21
![Page 23: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/23.jpg)
Key learnings
• Have a content plan and clear roles & responsibilities
• Balance of topics (e.g. business, community, design & style, entertainment, food and personalities)
• Storytelling is a companywide effort
• Ongoing evolution of content ideas, see what works & adapt
22
• Most successful stories offer multimedia
![Page 24: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/24.jpg)
1. Offer something interesting, valuable and new
2. Respect people’s time
3. Be authentic to your brand
Main takeaways
23
![Page 25: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/25.jpg)
24
What’s Next?
![Page 26: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/26.jpg)
25
What’s Next?
Upcoming milestones and events like:
![Page 27: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/27.jpg)
Thank you!
Eric Hausman [email protected]
@EricH424
www.abullseyeview.com Twitter: @ABullseyeview
Joe Curry [email protected] @JoeJCurry
![Page 28: BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman](https://reader033.vdocuments.site/reader033/viewer/2022052822/554e47c6b4c905f4478b54ef/html5/thumbnails/28.jpg)
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellSan Fracisco
March 27, 2012socialmedia.org/blogwell