How Big Companies Use Social Media January 22, 2009 | Chicago Nick Ayres The Home Depot The Digital Orange Apron: The Impact of Social Media for The Home Depot

The Digital Orange Apron The Impact of Social Media for The Home Depot Nick Ayres 01.22.09

Where Do You Shop? Today, it just depends.

Then… home improvement know-how world-class customer service

and Now March 2007 MSN article: 7,000+ comments Gift cards and store closings Olympic sponsorship Consumerist’s worst company in America

The Big Idea Social media gives us the opportunity to create lasting brand differentiation by: Recapturing the attention of existing and “on the fence” customers Connecting with a completely new set of customers Engaging our associates in ways that are relevant to their lifestyles Simply, social media could serve as the backbone of our digital orange apron

Social media gives us the opportunity to create lasting brand differentiation by:

Recapturing the attention of existing and “on the fence” customers

Connecting with a completely new set of customers

Engaging our associates in ways that are relevant to their lifestyles

Simply, social media could serve as the backbone of our digital orange apron

Recapturing Customers with Twitter The Home Depot is a leader in natural disaster preparation, repair and recover efforts The challenge: Could social media help us reach further, faster?

The Home Depot is a leader in natural disaster preparation, repair and recover efforts

The challenge: Could social media help us reach further, faster?

How Did We Do It? Trusted Timely Relevant Accurate Appropriate

Trusted

Timely

Relevant

Accurate

Appropriate

The Results Created a face to match the brand Put down a building block for long-term brand preference Energized the slow burn Did we drive short-term sales? Maybe. Was that the point? No.

Created a face to match the brand

Put down a building block for long-term brand preference

Energized the slow burn

Did we drive short-term sales? Maybe. Was that the point? No.

Connecting with Customers on YouTube Reality check: homedepot.com is a destination – but not the only destination – for home improvement know how homedepot.com/tv

Reality check: homedepot.com is a destination – but not the only destination – for home improvement know how

Video Syndication Tactics and Results How do we engage? Participate in destinations that make sense and are contextual to our brand promise Started small but are building over time Listen, listen, listen Test and learn Response? Mostly positive, always candid feedback about content and context

How do we engage?

Participate in destinations that make sense and are contextual to our brand promise

Started small but are building over time

Listen, listen, listen

Test and learn

Response?

Mostly positive, always candid feedback about content and context

Engaging our Associates Reality check: Our associates are already talking, even if we aren’t listening Solutions? Currently piloting an online collaboration tool we call Plans for a nationwide rollout in early to mid 2009 We are also looking for ways to engage our associates via Facebook, Ning, Twitter, etc. These are steps in the right direction… but they are not the end destination

Reality check: Our associates are already talking, even if we aren’t listening

Solutions?

Currently piloting an online collaboration tool we call

Plans for a nationwide rollout in early to mid 2009

We are also looking for ways to engage our associates via Facebook, Ning, Twitter, etc.

These are steps in the right direction… but they are not the end destination

Tips and Best Practices Start at the beginning as often as possible Find others at your company who are passionate about your brand and the space, and make them evangelists Scratch and claw for small wins , then use them to capture the imagination of an executive champion Do not let social media turn into another "campaign”

Start at the beginning as often as possible

Find others at your company who are passionate about your brand and the space, and make them evangelists

Scratch and claw for small wins , then use them to capture the imagination of an executive champion

Do not let social media turn into another "campaign”

Questions? Examples from the presentation: Follow us on Twitter @TheHomeDepot Check out our how-to videos at youtube.com/homedepot Nick Ayres The Home Depot [email_address] Twitter: @nickjayres FriendFeed: nickjayres