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Outdoor retailer aug 5 2011 final slideshare


Presentation from Cone's seminar at Outdoor Retailer Summer Market, "Enlisting Brand Evangelists through Social Media."

Presentation from Cone's seminar at Outdoor Retailer Summer Market, "Enlisting Brand Evangelists through Social Media."

Published in Business , Technology
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  • Jens


  • 1. #ConeOR
  • 2. Cone: Communications & Marketing
    Three decades in the outdoors & recreation space
  • 3. What We Do
    We strive to help brands build
    trusted relationships withkey stakeholders.
    We offer effectivemarketing and communications solutions.
    We are a values-drivencompany.
    • Cause BrandingSM
    • 4. Brand Marketing and Public Relations
    • 5. Corporate Responsibility
    • 6. Nonprofit Marketing
    • 7. Entertainment Marketing
    • 8. Social Media
    • 9. Crisis Prevention & Management
    • 10. Passion
    • 11. Integrity
    • 12. Teamwork
    • 13. Commitment to Excellence
    • 14. Intellectual Curiosity
  • Who I Am…
    • Worked at National Geographic for 5.5 years
    • 15. Spent 3.5 years at USA TODAY
    • 16. Current Director of New Media at Cone
    • 17. Digital native
    • 18. Engaged to sea kayak and stand-up paddle board instructor and former NOLS guide
  • Overview
    Engage consumers as brand and product evangelists
    Best practices to deepen relationships with consumers
    Use digital tools and platforms to spread brand messages
    Examples from other industries of how
    to drive buzz and awareness
    Strengthen reputation, drive sales
  • 19. Facebook
  • 20. Facebook
    Use Facebook to connect directly
    with consumers and their lifestyles
    Create immediate incentives for purchase,
    and special offers for your fans
    Share new products and connect like-minded
    consumers on a social platform
  • 21. Barbour Goes Rock and Roll
    • Traditional British field brand
    • 22. Started being seen on celebrities and rock stars
    • 23. Takes advantage of momentum – creating “Guide to Civilized Festival Attendance”
    • 24. Solicits album of concert shots in Barbour apparel
    • 25. Finds a new cover girl
  • Orvis and Dogs
    • Traditional hunting and fishing brand
    • 26. Also run dog breeding and dog training program
    • 27. Facebook page for core brand = 17k+ fans
    • 28. Facebook page for Dog sub-brand = 11k+
    • 29. Both pages offer audience appropriate content and appropriate branding
  • F-Commerce
    • Nine West Fan Shop
    • 30. Offers a limited collection through Facebook
    • 31. Collection also available on – but limited cross promotion between the two makes it feel exclusive
  • Fan Offers & Incentives
    • Offer fan-gated coupons on a regular basis
    • 32. Offer frequent fan giveaways to drive fan and build customer database
    • 33. Use your social assets to promote fan incentives
  • Best Practices for Facebook
    • Pay attention to how your consumers use your product
    • 34. Make connections between product and lifestyle
    • 35. Engage fans for feedback
    • 36. Give them enough to feel special
    • 37. Make sure the person speaking on behalf of your brand knows your brand
  • Twitter
  • 38. Twitter
    Use Twitter to create real-time content,
    both promotional and industry-based
    Use the platform as an opportunity to
    engage existing users of your product
    Look for opportunities to target new users
  • 39. @ChacoUSA
    • Calls consumers #Chaconians
    • 40. Taking advantage of a unique product “attribute”
    • 41. #ChacoTan hashtag already commonly used
    • 42. Kicked of Chaco Tan “Most Idyllic Location” contest
  • @Smartwool
    • Uses Twitter to make sure customers are getting full benefit of product
    • 43. Reaches out proactively
    • 44. Highlights content from hashtags to be visible to new audiences
  • Best Practices for Twitter
    • Make it fun
    • 45. Be fast
    • 46. Treat Twitter as the new customer service line
    • 47. Promote your partners
    • 48. Make use of hashtags for events, contests and sweeps
  • Location
  • 49. Sports Authority and Foursquare
    • 38k friends on Foursquare
    • 50. 338k fans on Facebook
    • 51. 7.7k followers on Twitter
    Uses Foursquare to:
    • “Unlock exclusive deals at Sports Authority stores and receive tips about stadiums, parks and other sports locations where you can work up a sweat or cheer on your favorite team.”
  • Sports Authority Headlines
    Mayors of Sports Authority Get $10 Cash Cards on Foursquare
    The promotion rewards mayors at its 463 retail venues with $10 Cash Cards
    Sports Authority's Foursquare Check-Ins Skyrocket on Black Friday
    Every metric of engagement tracked increased - Twitter posting, Foursquare check-ins, Facebook friend adds and comments
    Saw a lift from 5x to 20x for the number of check-ins
    Sports Authority gave away $500 gift cards to 20 randomly selected Foursquare users who checked in at one of the brand's 400-plus stores
    Extreme Sports + Foursquare = Charity Win
    Supported the fight against breast cancer at the 15th Winter X Games
    Donated $1 for every checkin to “Sports Authority at Winter X Games” at Buttermilk Mountain in Aspen, Colo.
    Money went to Boarding for Breast Cancer, one of Sports Authority’s nonprofit partners
  • 52. TOMS Shoes
    • Used location to teach people about the company’s history
    • 53. Created a day without shoes, allowing people to post a message and image to get a pin
  • Best Practices for Location
    • Think of location as the new couponing
    • 54. Pulse during the year
    • 55. Tie location to loyalty
    • 56. Provide content unique to your brand
  • Tools, Partnerships and Buzz
  • 57. Tools, Partnerships and Driving Buzz
    How do you equip your consumers with tools to tell their outdoor adventure story in a natural and authentic way?
    What kinds of partnership opportunities exist for you to connect your product with a different audience?
    How do consumer packaged goods brands
    use social media to drive buzz?
  • 58. Go Pro Cameras
    • 43.5 million video views on YouTube
    • 59. 68k YouTube subscribers
    • 60. 480k fans on Facebook
    • 61. Online sport-specific video channels with edited clips (Auto, Surf, Snow, Skate, Bike, Paddle, Flight)
    • 62. Curation tied to sponsorships
    • 63. Consumers in TV commercials
    • 64. New consumer videos/photos every day on Facebook channel
  • Go Pro Partnerships and Sponsorships
    Primal Quest Expedition Adventure Race
    Chicago Match Race Sailing
    Lucas Oil AMA Pro Motocross Championship
    Kokanee CrankworxFreeride Mountain Bike Festival
    Teva Mountain Games
    Outside in Aspen
    2011 Amgen Tour of California
    Monster Energy AMA Supercross
    The Powerboat Superleague
    Ford Racing Mustang Challenge Races
    Sponsor of the National Geographic show “Killer Shots”
    Used on “Deadliest Catch”
  • 65. Timberland
    Helped launch Timberland’s Earthkeepers campaign
    Launched Earthkeepers Virtual Forest application, asking users to help plant 1 million trees in Haiti
    More than 1 million trees planted by over 180,000 application users
    Created the Hortiscope to continue the connection to trees and tree planting
  • 66. Yoplait Light Virtual Launch Event Overview
  • 67. Best Practices for Partnerships
    Be authentic in who you partner with
    Use a content expert to develop quality media placements
    Multi-channel digital integration will deepen your reach
    Create custom experiences for media and consumers
  • 68. Reputation and Engagement
  • 69. 23%
    of American new media users have switched brands or boycotted a company based on negative information they’ve learned about CR issues and business practices through new media
    of American new media users have made a purchase based on positive informationthey’ve learned about a product, company or brand’s CR issues and business practices through new media
    2009 Cone Consumer New Media Study
  • 70. 2010 Cone Consumer New Media Study
    When deciding whether to engage with companies or brands via new media, users look for the following types of company/brand interactions:
  • 71. 2010 Cone Consumer New Media Study
    Companies and brands can benefit from engaging with new media users:
  • 72. 2010 Cone Consumer New Media Study
    New media users won’t hesitate to stop following companies via new media if they aren’t satisfied with their experiences. Reasons include:
  • 73. Thank you!