social media strategy and tactics across multiple brands
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Social Media Strategy and Tactics Across Multiple Brands – How Content Is Critical To Success - Presented to Atlanta Content Strategy Group on March 3, 2010. Includes discussion of Newell Rubbermaid's Graco Baby, Rubbermaid and Sharpie brands.TRANSCRIPT
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March 10, 2010
Bert DuMars, VP E-Business & Interactive Marketing
Social Media Strategy and Tactics Across Multiple Brands – How Content Is Critical To SuccessAtlanta Content Strategy Meeting
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Home & Family
- Culinary Lifestyles - Décor
- Beauty & Style - Baby & Parenting Essentials
- Rubbermaid Food & Home
5 Global Business Units:
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Office Products
4 Global Business Units:- Technology - Everyday Writing & Coloring
- Fine Writing & Luxury Accessories
- Markers, Highlighters, Art & Office Organization
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Tools, Hardware & Commercial Products
- Industrial Products & Services - Commercial Products
- Construction Tools & Accessories - Hardware
4 Global Business Units:
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Before We Begin – Web Ecosystem Numbers To Consider
» 1+ Billion per Day
» 21 Hours per Minute
» 50 Million per Day
» 10.3+ Billion
» 1.734 Billion
» 3.5 Billion per week
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Before We Begin – Web Ecosystem Numbers To Consider
» 1+ Billion per Day▪ Number of YouTube videos viewed each day
– http://youtube-global.blogspot.com/2009/10/y000000000utube.html
» 21 Hours per Minute▪ Hours of video uploaded every minute to YouTube
– http://youtube-global.blogspot.com/2009/05/zoinks-20-hours-of-video-uploaded-every_20.html
» 50 Million per Day▪ Total number of Tweets per day – February, 2010
– http://blog.twitter.com/2010/02/measuring-tweets.html
» 10.3+ Billion▪ Total number of Tweets since Twitter launched
– http://popacular.com/gigatweet/
» 1.734 Billion out of 6.76 Billion World Population = 25.6% Penetration▪ Total number of Internet users globally
– http://www.internetworldstats.com/stats.htm
» 3.5 Billion per week▪ Pieces of Content (links, photos, stories, blog posts, etc.) shared per week on
Facebook– http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited
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Social Media Marketing Strategy
» Test and Learn
» Immerse Ourselves
» Think in terms of Ecosystems▪ How does everything fit together?
» Scale What Works
» Understand when and where to monetize
» Have Some Fun Along The Way
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Content Strategy & Social Web Marketing
» Focus on Relationship First
» Content and Conversation Become One
▪ Move from Publishing to Sharing
» Share content that shows you care
» Share content that your customers value
» Use as much video and photography as possible
» The web is driven by search – when defining your content strategy, forget this at your peril!!
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The Social Engagement Spectrum
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The Social Engagement Spectrum
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Check Out – 35 Great Social Media Infographics
» http://www.pamorama.net/2010/03/03/35-great-social-media-infographics/
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Graco Baby From The Heart
» Objective: Humanize The Brand, Increase Positive Brand Perception▪ Develop a lifestyle and emotional branded experience
▪ Increase new moms & dads preference for Graco Baby products
▪ Increase positive word-of-mouth
» Strategy: Showcase Real Graco Baby Employees▪ Show Consumers we are parents too and that we deeply care about the quality
and safety of our products – our kids use our products
▪ Focus on parenting not product
» Tactics: ▪ Reach out to moms, comment on their blogs, have as much face time as
possible, develop Graco Baby Ambassadors
▪ Invite, talk, engage and embrace around issues that affect moms and dads everyday
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Graco Baby From The Heart
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Rubbermaid Adventures In Organization
» Objective: Increase Awareness of Rubbermaid Organization Solutions▪ Consumers have high awareness of Rubbermaid brand, but not
organization solutions
» Strategy: Engage With Professional Organizers & DIY Homeowners▪ Reposition Rubbermaid brand around organization product portfolio and
variety of ways to inexpensively organize their home▪ Integrate social media and mass media tactics that leverage multiple
consumer touchpoints extending the reach of the campaign▪ Engage with National Association of Professional Organizers (NAPO)
» Tactics: ▪ Integrate social media features into Rubbermaid.com▪ Show Before & After videos and photos that inspire use▪ Showcase professional organizer and consumer organization success
stories
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Rubbermaid Adventures In Organization
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The Interactivity of Social Dialog with Customers: Sharpie Ecosystem
Blogs
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Sharpie Uncapped: The Plan
» Objective: Increase buy-rate▪ Buy more Sharpies more often
▪ Change conversation around Sharpie brand
» Strategy: Inspire creative use▪ Consumers are unaware of product portfolio and variety of
ways to use Sharpies
» Tactic: ▪ Show inspiring ways to use Sharpies
▪ Showcase and celebrate Sharpie fans and the range of innovative Sharpie creations
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Social Media Considerations for Sharpie
» Integrate social media strategies and tactics with overall Marketing Program
» Carefully orchestrate, encourage, engage and embrace where appropriate
» Why?▪ Google Blog Search – 274,000+ mentions
▪ Google Forums Search – 199,000+ mentions
▪ Google Video Search – 11,400+ videos
▪ Google Web Search – 2.2+ Million results
▪ Flickr Search – 272,000+ Photos & Illustations
▪ YouTube Search – 9500+ videos
» Don’t ruin the organic engagement and brand affinity
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Sharpie.com
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Sharpieuncapped.com
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Social Media creates for Sharpie
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Sharpie Creations: Lamborghini Gallardo
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Sharpie Creations – Infinite Creativity
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GeorgeDearing Some pub for @bwdumars & @sharpiesusan & Co.-"Sharpie's Out 2 Prove It's More Than A School Supply"
#newellrubbermaid http://ff.im/-3TS00
amcdocumentary@sharpiesusan flipping thru 6/15 issue of People and there I find a Sharpie ad. Which reminds me to buy new sharpies to paint my
sons casts
KindNotes@sharpiesusan I didn't realize there are so many creative uses for the Sharpie. Checked out the
new pen and will give it a try.
ThingsMomsLike I just read up on the Sharpie Squad on your blog. Sounds very cool! Lots of firsthand love for Sharpie!
GothamOrganizer@sharpiesusan Loved the Sharpie ad in the July Real Simple!
GothamOrganizer@sharpiesusan Yes, the yin/yang sneakers ad - on 2 facing pages. So cute!
RT @AdweekDotCom: Ad of the Day: Sharpie's 'Twin Tip' by Draftfcb - http://bit.ly/xUscH
DIYSara @sharpiesusan http://bit.ly/XiYfj check out all the sharpie love!
bill_paige@sharpiesusan congrats on Lewis Lazare story in last Monday's Sun-Times. when R U 2 old 2 decorate ur own tennis shoes?
@sharpiesusan
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Social Media Marketing Takeaways
» Focus on your Customer Target
» Set Clear Goals and Objectives
» Measure before, during and after you engage
» Immerse yourself to better understand the ecosystem, culture and potential uses
» Integrate with overall marketing plan, but understand this is a long-term commitment
» Based on Above – select tools and services that reach and engage your customer target
» Social Media is all about people engaging with people – not robots
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Social Media Marketing – What Not To Do
February 1, 2009
http://www.dilbert.com/strips/comic/2009-02-01/
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A Good Philosophy To Consider
“Make Something Work.
Then Make It Work Better.”
Dr. Scott Shamp
Director, New Media Institute
University of Georgia
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http://www.sharpie.com
http://blog.sharpie.com
http://www.sharpieuncapped.com
http://www.rubbermaid.com
http://blog.rubbermaid.com
http://www.gracobaby.com
http://blog.gracobaby.com
http://www.readyfortheroadahead.com
http://www.mysweetpeace.com
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Any Questions?
» Bert DuMars, Vice President E-Business & Interactive Marketing, Newell Rubbermaid▪ Twitter: http://twitter.com/bwdumars
▪ Facebook: http://www.facebook.com/BertDuMars
▪ LinkedIn: http://www.linkedin.com/in/dumars
▪ Personal Blog: http://www.socialmediaecosystem.com
▪ Corporate Website: http://www.newellrubbermaid.com