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  • 1. CORDELL LAWRENCE- JACK DANIEL’S TOM TROJA - SOCIAL SYMPHONY
  • 2. JDTW Facebook Publishing/Post Engagement Rate3.00% Early Facebook Engagement with JDTW2.00%1.00%0.00% Note: JDTW FB Page Went Live: August 2009 Engagement Rate Was Tracked Beginning in December 2009
  • 3. JDTW Facebook Publishing/Post Engagement Rate8.00% Social Archetyping Strategy Fully Engaged7.00%6.00%5.00%4.00%3.00%2.00%1.00%0.00%September 12 October 12 November 12 December 12 Note: JDTW FB Page Went Live: August 2009 Engagement Rate Was Tracked Beginning in December 2009
  • 4. JDTW Facebook Publishing/Post Engagement Rate8.00% Wrap-up of Engagement from December ‘09 - December 12’7.00%6.00%5.00%4.00%3.00%2.00%1.00%0.00% Note: JDTW FB Page Went Live: August 2009 Engagement Rate Was Tracked Beginning in December 2009
  • 5. TELL STORIES
  • 6. FULLY FORMING PERSONALITY TO CREATE CONVERSATION
  • 7. ADDING SHORT CUTS TO MEANING ALL PEOPLE SHARE
  • 8. SUPER BOWL XXXIV … who remembers?
  • 9. WE ALL KNOW - ALWAYS BUILD BRAND EQUITY? .008 percent engagement rateCopyright - Social Symphony 2010 CONFIDENTIAL
  • 10. EVERY TOUCH POINT IS A BRAND EXPERIENCE? .006 percent engagement rateCopyright - Social Symphony 2010 CONFIDENTIAL
  • 11. MAKING MEANING– EVERY MOMENT MATTERS? .002 percent engagement rateCopyright - Social Symphony 2010 CONFIDENTIAL
  • 12. MAKING MEANINGFUL CONNECTION EVERYDAY – The New Social Storytelling • Little pieces of stories. Digital notes. Every day. All linking to your core. • All related. All aligned. Interesting on their own. Drawing people back.Copyright - Social Symphony 2010 CONFIDENTIAL
  • 13. SO… HOW DO WE CONNECT IN SOCIAL? Archetypal marketing assumes peoples unfulfilled yearnings lead them to respond on a deeper level to what is missingCopyright - Social Symphony 2010 CONFIDENTIAL
  • 14. MULTIPLE ARCHETYPES HOOK OUR ASPIRATIONS THE LOVER THE OUTLAW THE SAGE THE MAGICIANCopyright - Social Symphony 2010 CONFIDENTIAL THE HERO
  • 15. PEOPLE REVEAL THEMSELVES TO OTHER PEOPLE OUTLAW LOVER OUTLAW HERO EXPLORER HEROCopyright - Social Symphony 2010 CONFIDENTIAL LOVER
  • 16. EXPLORER LOVER OUTLAW SAGECopyright - Social Symphony 2010 CONFIDENTIAL HERO
  • 17. WHAT ARE YOU GOING TO SAY TODAY? • Talk like a person… Archetypes Humanize – Short cut… to what things mean • Fully form – articulate personality – grounded in essence of brandCopyright - Social Symphony 2010 CONFIDENTIAL
  • 18. Copyright - Social Symphony 2010 CONFIDENTIAL
  • 19. Copyright - Social Symphony 2010 CONFIDENTIAL
  • 20. CONFIDENTIAL
  • 21. MULTI DIMENSIONAL ARCHETYPES GROUNDED IN ROOTS OF JACK DANIELS
  • 22. JD HAS OVER 2200+ POWERFUL POSTS AND GROWING CONFIDENTIALCopyright - Social Symphony 2010
  • 23. ENGAGEMENTRATE JD BUILT ON A SOLID FOUNDATION DECEMBER GETTING SMARTER AND BETTER EVERYDAY 20128.00%7.00%6.00%5.00% eMarketer4.00% Study Ends Social3.00% Archetyping™2.00% Begins1.00%0.00% Note: JDTW FB Page Went Live: August 2009 Engagement Rate Was Tracked Beginning in December 2009