Objective Driven Social Media Strategies

1 Objective Driven Social Media Strategies Dane Hartzell April 27, 2010

2 The New Direct Marketing Database? 4,477,606

3 Social Media Premise “Person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed.” © Annual Edelman Trust Barometer survey

4 A new world. A new model.

5 Our Perspective

6 6 Empowered Consumers Empower Consumers Solution Based Solutions-Based Content People seeking Content answers & solutions Traditional Brand People discover Traditional Brand Touchpoints product or brand Touch-points Third Party Third Party Conversations Conversations

7 Atomize Content The present The future Traditional brand web site Traditional brand web site

8 Many Companies Establishing a Social Media Presence The Value of Social Media Report, produced by Econsultancy in association with Online Marketing Summit Feb, 2010

9 Overwhelming Platform Options Source: Social Media Starfish; Robert Scoble and Darren Barefoot

10 Process Creates Order Define The Business Objective Measure Listen And Optimize And Learn Social Media Process Execute Discern A Strategy

11 “Food Storage” Discussion Topics March 2009 - May 2009

12 “Food Storage” Channel Analysis March - May 2009

13 “Food Storage” Brand Sentiment March - May 2009

14 “Food Storage” Brand Share of Voice March - May 2009

15 “Food Storage” Brand Velocity March - May 2009

16 “Food Storage” Twitter Brand Share of Voice March - May 2009

17 “Rubbermaid Food Storage” Word Cloud March - May 2009

18 “Food Storage” Verbatims • One of the reasons that I prefer the Sterilite containers over glass or plaster canisters is because they are plastic which means I won’t risk nicking the jar or breaking it. I also like how they are the same size because most of the things I have come in the same size bag from the store. If the canister is too small then I have leftovers which mean two things to manage instead of one. I also love the fact that they are clear because then I know what I am grabbing before I ever touch it and I know what I’m running low of before I head out to the store. • I LOVE MY TUPPERWARE!!! I think I would have to say that Tupperware has been around for as long as I have or even longer. I remember as a child we always had Tupperware in our house. The bowls were pale pastel colors with a clear lid. Do you remember those? They also used to be clear with a clear lid. I have a picture of me at my 2nd birthday when my mother let me lick the batter from the bowl that she used to make the cake for me. I was covered in chocolate, and in my hands was the ever famous "Tupperware Wonderlier® Bowl"(the largest one). I'm not sure if it was called the "Wonderlier® Bowl" at that time though. • Food containers like Tupperware and Rubbermaid are a big part of my day. We have lots of leftovers and are on a budget. We don’t like to waste food. • The only thing I look for in a container is versatilty. I need something that is going to be able to hold multiple kinds of food and not juist specialty containers. • I’ve tried the disposable containers to try and save money but learned after leaks and spoiled food that I should just stick with my tried and true Tupperware. • Staining is my biggest issue with these, I suggest that you use some disposable option to prevent this or not care as much because of the significant drop in price.

19 3 Primary Social Media Strategies Share of Voice Velocity Sentiment 1 2 3

20 Example Social Media Strategies CPG Brand X Increase conversation share of voice by leveraging organization professionals OTC Drug Brand X Increase conversation share of voice by providing brand zealots unique communications platforms Pizza Brand X Increase positive brand sentiment by shifting focus to new products Pizza Brand Y Increase conversation velocity by creating a community of moms who appreciate the little things in life

21 Brainstorm Tactics 1. Influencer campaigns & blogger outreach 2. Facebook & Twitter profiles 3. Fan recruitment campaigns 4. Community management 5. Content sharing tools 6. Customer generated content campaign 7. Viral intended campaigns 8. Custom community site 9. Etc.

22 Tactical Prioritization High Do it! Bite the bullet 14 17 15 18 10 21 11 6 23 13 2 8 5 1 4 19 26 3 Impact 16 22 20 24 12 25 7 Wait and see… 9 Don’t do it. Low Burden High

23 Rubbermaid: Leveraging Influencers

24 Rubbermaid: Starting a Dialog

25 Website: Freschetta

26 Beyond the Website: Freschetta

27 Carmex Website

28 Beyond the Website: Carmex

2929 Green Giant: Connecting Constituents

30 Cold Stone Creamery • 450k email addresses • 365k fans • 500k monthly web visitors

31 Measure and Optimize Pre During Post

32 Measure and Optimize

33 Contact Dane Hartzell Paul Saarinen President & Growth Catalyst Digital Culture & Media Advisor Bolin Digital Bolin Digital dhartzell@bolinmarketing.com psaarinen@bolinmarketing.com 612.374.1200 612.236.0746 ItsDane.extendr.com TaulPaul.extendr.com Bolinmarketing.com Blog: Bolindigital.com

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Objective Driven Social Media Strategies

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Objective Driven Social Media Strategies — Presentation Transcript