Out With the Old In With the New! Operational Shifts From Social Media 9/2/09

Ed Billmaier – 15 Years Sr. Director, Relationship & Interactive Marketing Over $3 B sales per year

We Have Very Passionate Consumers!

Passionate About Gardening and Lawn Care

And Passionate About Other Things… With waaaay too much time on their hands…

Social media offers… User Benefits Product Knowledge Through Forums, Blogs Projects, Tips, Inspiration Problem Solving Pride Entertainment Community Building Social Status, Networking, Friends Company Benefits Brand Strength Sales Growth Awareness drives comprehension drives purchases Consumer Data Information Insights Word-of-Mouth Awareness Industry Authority

User Benefits

Product Knowledge

Through Forums, Blogs

Projects, Tips, Inspiration

Problem Solving

Pride

Entertainment

Community Building

Social Status, Networking, Friends

Company Benefits

Brand Strength

Sales Growth

Awareness drives comprehension drives purchases

Consumer Data

Information

Insights

Word-of-Mouth Awareness

Industry Authority

Scotts is Pursuing Social Media on 4 Fronts Marketing * Build brand awareness and engagement Service * Proactive and reactive relationship building Public Relations Social media storm / monitoring Internal Communication Engage associates and improve communication

Marketing *

Build brand awareness and engagement

Service *

Proactive and reactive relationship building

Public Relations

Social media storm / monitoring

Internal Communication

Engage associates and improve communication

Social media section of the site

Connect

Forums Opportunities: Recognize most engaged consumers and incentivize participation

Opportunities:

Recognize most engaged consumers and incentivize participation

Blogs Opportunities: Extend reach beyond site Improve Consumer understanding

Opportunities:

Extend reach beyond site

Improve Consumer understanding

Photo Sharing Opportunities : Integrate photo sharing with brand promotions and positioning

Opportunities :

Integrate photo sharing with brand promotions and positioning

Ratings and Reviews Opportunities: Improved engagement of brand teams Rapid Application of insights

Opportunities:

Improved engagement of brand teams

Rapid Application of insights

facebook Opportunity: Could we own a focus of passion instead of just our brand? Why friend a product?

Opportunity:

Could we own a focus of passion instead of just our brand? Why friend a product?

Consumer Service Passive Service Respond to contacts on company sites Respond to contacts on external sites owned by Scotts Active Service Proactively search for question on external sites about our brands and respond Proactively search for question in the category on external sites and respond

Passive Service

Respond to contacts on company sites

Respond to contacts on external sites owned by Scotts

Active Service

Proactively search for question on external sites about our brands and respond

Proactively search for question in the category on external sites and respond

Passive Service - Twitter Opportunities: Understand level of commitment needed What is the exit strategy?

Opportunities:

Understand level of commitment needed

What is the exit strategy?

Active Service - Amazon Opportunity: Better leverage tools to identify opportunities to engage the consumer Integrate social media with contact management tools

Opportunity:

Better leverage tools to identify opportunities to engage the consumer

Integrate social media with contact management tools