Sharpie Social Media Strategy

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  • 1. Social Media Strategy Chelsea BergerMonday, April 11, 2011
  • 2. Some Fine Points #1 permanent marker distributer Wide product variety Strong partnerships (Disney, NASCAR, etc.) Staple status (like Kleenex) Strong social media presence on Facebook, Twitter and YouTubeMonday, April 11, 2011
  • 3. Don’t Dry Out CHALLENGE GOAL Need fresh ideas to drive user Increase social media hits and interaction revitalize customer enthusiasm OBJECTIVE Engage Sharpie users through various media outletsMonday, April 11, 2011
  • 4. Illustrating the Idea Sharpie “Sharpie Equals” = Fill-in-the-blank method that can be fun implemented OR Easy for users to expression contribute OR usefulMonday, April 11, 2011
  • 5. Mark-It: Social Media Twitter Tweet opinions and contest details Facebook Express what they think “Sharpie Equals” YouTube Sharpie Channel Flickr Showcase artistic product creations Blog Encourage users to express what they think, new content including photos, videos and contest winners.Monday, April 11, 2011
  • 6. Mark-It: Other Mediums CONTESTS Select markers with “You = WINNER” and winners t weet marker’s serial number to redeem prizes GUERILLA Giant-sized Sharpie Markers in tactical spaces to promote “Sharpie Equals”, lead users back to social media sites PR Reach out to bloggers and show Sharpie = Innovation/ExpressionMonday, April 11, 2011
  • 7. Penning the Process SEO (Google Ad Words) Landing Page High Ranking Permanent Sharpie Marker Colored Pens Sharpie Equals Sharpie Pens Colorful markers Content Rich Sharpie MarkersMonday, April 11, 2011
  • 8. Metrics of Success + Fans + FB Likes + Followers/@mentions + Site Traffic High Participation RateMonday, April 11, 2011
  • 9. Timeline Campaign Timeline = CONSTANT UPDATES New content keeps users interested!Monday, April 11, 2011
  • 10. Resource Distribution AdWords Blog Flickr/YouTube Facebook/Twitter Other 10% 15% 25% 25% 25%Monday, April 11, 2011