How Sharpie Uses Social Media

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    How Sharpie Uses Social Media - Presentation Transcript

    1. Sharpie & Social Media November 2008 – April 2009 Susan Wassel [email_address]
    2. Sharpie Situation SHOW INSPIRING NEW WAYS TO USE SHARPIE MARKERS INCREASE PORTFOLIO RELEVANCE Showcase breadth of existing portfolio Introduce new products
    3. What We Did
      • The Social Media Landscape
        • You Tube ranked #2 search engine (Google #1)
        • 30 mm photos uploaded on Facebook daily
        • 640% Twitter growth since November 2007
        • 4 out of 5 bloggers post product reviews
      • Three in four US online adults now use social tools to
      • connect with each other compared with just 56% in 2007
      • 500 fastest growing companies in the US were all reported
      • to have presence in online social sites in 2008
      Leverage power of social media to showcase new and existing Sharpie products
    4. Target: Bold Impression Makers
      • How did we get there?
      Social Media
    5. Sharpie and Social Media
      • 2008
      October 2008: Sharpie and Social Media …
    6. … and now!
    7. Social Media – Rules of Engagement
      • Listen to the conversation online
      • Engage with consumers and online influencers
      • Participate in the conversation already taking place
    8. Listening: “Research” Informally identified Sharpie groups on Facebook, YouTube, Flickr Did not do any “conversation mining” to determine what was being said about Sharpie online. Believed most/all was positive Conclusion: Sharpie is being talked about – let’s join the conversation
    9. Engage: The Sharpie Blog
    10. Sharpie Blog http://blog.sharpie.com
      • The Plan
      • Showcase content from real users to inspire and encourage use
      • Build community of Sharpie users, advocates
      • Give Sharpie brand a “human” voice
      • Celebrate Sharpie fanatics
      • Who are they:
        • Passionate “über users”
          • How they use Sharpie
          • and what they have
          • to say about the
          • product is inspiring
    11.  
    12. Participate
    13. @sharpiesusan on Twitter
    14.  
    15.  
    16. What We Accomplished
    17. Blog Visits TOTAL: 60,169 Week 3: 66 Week 4: 361 Week 5: 959 Week 6: 507 Week 7: 913 Week 8: 2,967 Week 9: 1,161 Week 10: 1,774 Week 11: 916 Week 12: 1,172 Week 13: 1,199 Week 14: 1,173 Week 15: 2,480 Week 16: 2,519 Week 17: 2,545 Week 18: 2,562 Week 19: 5,516 MONTHLY BLOG VISITS: Nov 08 – March 09 COMMUNICATIONS SUPPORT DRIVES TRAFFIC BUT CONTENT IS KING Oscars Email Blast Obama Address: Sharpie Pocket 9,313 views 2,913 views
    18. Google Friends Currently no rewards 90 Google Friends
    19. Twitter Followers
    20.  
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    22. Zappos CEO – one of the most talked about and followed Twitterers – 130,000 followers zappos i was just admiring the stainless steel sharpie the other day, someone sent me a pic of it :) 6:06 PM Feb 18th Highly Engaged Tweeters
    23. Dominos Pizza DPZRAMON @ sharpiesusan http://www.vimeo.com/2895941 WWE Wrestling autograph session done w/sharpies,event I sponsored in Chgo 1.19.09 Highly Engaged
    24. Apple Computer Trainer mike_miley @ sharpiesusan thanks for the Sharpie Pen which is key to my current training. http://twitpic.com/1jy5r 9:23 AM Feb 18th from Tweetie in reply to sharpiesusan Highly Engaged
    25. Fed Ex Trucker roogie @ sharpiesusan Here is how we use Sharpies at a large Freight company, to ID the direction of trailer leg cranks! http://twitpic.com/1lhqb Highly Engaged
      • @sharpiesusan thanks for the study tools! http://twitpic.com/1l67h
      Highly Engaged Student
    26. Highly Engaged Celebrities ; )
      • Janefonda Please reach out to @ keyinfluencer . That would be great. I appreciate you sending me tweet8:11 PM Mar 3rd
      • Participation alone
      • can drive buzz
      Sharpie and Social Media Make News
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    42. What We Accomplished
      • 60,000 blog visits since October 2008
      • 1,600 Twitter followers
      • 90 Google Friends
      • 40,000 You Tube Visits (Becks video)
      • Traditional Media Impressions > 1mm
      • ALL WITHOUT
      • Traditional communications support
      • Budget!
    43. What We Learned
      • Social media lets you talk direct to consumer with product news
        • The more you can talk, the more consumers you can engage
        • Soft sell
      • Social media builds relationships – loyalty, advocacy, ambassadors, friends
      • Supports Sharpie biz objective:
        • Expose people to the full breadth of Sharpie’s portfolio
        • Share creative ways to use the product
        • Have fun, be real while doing it
    44. Need to Better Define, Understand Measurement and Business Impact
    45. Applying the Learning
      • Social media is an opportunity that can be leveraged by many of our brands:
        • EXPO, Prismacolor, Paper Mate, for starters
      • Education is key:
        • Educate and empower other brands to engage in social media
        • Brand passion is key
      • Minimal hard cost investment / intensive human resource
        • Human resource: avg. 10 hrs/week – plus OT!
      • Opportunity to engage consumers and build loyalty over time
        • Long-term proposition – SM not going away
        • Pave path for receptivity to any branded message
    46. Social Media is Global – Sharpie is Global
      • Social media will play a large part in our brand building efforts globally
        • Asia Pacific will account for 35% of global social networking users by the end of this year, followed by Europe, the Middle East and Africa with 28%, North America 25%, and the Caribbean and Latin America 12%.
      • Need to understand and activate now in key regions
    47. Social Media Sells Sharpies millic @ sharpiesusan I ordered some personalized Sharpies today for my chef husband!! 25 minutes ago from web in reply to sharpiesusan millic @ sharpiesusan I DID! because I saw you Tweet about it. Chefs LOVE Sharpies, in the kitchen. I liked fun colors, but he likes black 19 minutes ago from web in reply to sharpiesusan
    48. … and a few more thanks for the customized sharpie idea - we're giving out 750 of them. http://www.fatwallet.com/forums/hot-deals/908761/ :) troy redington / troyredington   1mm monthly visitors
    49. The Budget Blog theme: $ 20 Masthead: $1,000 eLance dude: $ 895 SHARPIE BLOG: PRICELESS
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