social media culture bombs with taylormade — liz philips (social fresh west 2012)

ADDING A

SOCIAL LAYER TO YOUR MARKETING MIX

Liz Philips@iizLizSocial Marketing ManagerTaylorMade-adidas Golf

CHECKBOX MARKETING (BAD)

http://www.planetware.com/picture/nevada-red-rock-canyon-national-conservation-area-us-nvlv246.htm

THE SOCIAL LAYER

http://dwindy1-walkingeagle.blogspot.com

PRACTICAL ADVICE FOR SOCIAL

Have a game plan and now how it fitsinto the rest of the marketing mix

Taking an existing marketing campaign and finding ways

to make it social and shareable for your audience can have more impact than executing a

standalone social idea

BEST PRACTICE FOR SOCIAL

Who are you talking with?

How are they using new media?

What are they telling you, either directly or indirectly?

R11S

CASE STUDY: PRODUCT LAUNCH

DRIVER LOVE CAMPAIGN

R11S TOUR LAUNCH

SHARE THE LOVE

ENABLING FANS

SOCIAL CAMPAIGN RESULTS• Biggest weekend of fan growth on both Facebook and

Twitter ever – no like gate, minimal ad spend• 100+ people submitted fan Driver Love photos• The launch weekend, #DriverLove and R11sLove received

a combined 2,644 mentions; 150K impressions

MEDIA COVERAGE

CASE STUDY: PRODUCT LAUNCH

ANTICIPATING THE CONVERSATION

Phase 1 (short):Reaction to product name

Phase 2:Product benefit

TOUR ACTIVATION: “+17” as focus

DEMO EVENTS: RBZ FACTOR

CASE STUDY: MAJOR EVENT

CONNECTING WITH AUDIENCE

CASE STUDY: MAJOR EVENTCASE STUDY: CULTURE BOMBS

#REDFORE16

Takeaways

WRAP UP

• Have a Game Plan: Vision, Objectives, How Measured• Live your Mantra• Embrace the Community: know them, feed them,

delight them• No silos! Integrate social in your marketing mix

social media culture bombs with taylormade — liz philips (social fresh west 2012)

Documents

social layerhttp

social perspective

focustour activation

rbz factordemo events

product benefittour

existing marketing campaign

focusdemo events

rbz factorcase study