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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… <ul><li>User Benefits </li></ul><ul><ul><li>Product Knowledge </li></ul></ul><ul><ul><ul><li>Through ...
Scotts is Pursuing Social Media  on 4 Fronts  <ul><li>Marketing * </li></ul><ul><ul><li>Build brand awareness and engageme...
Social media section of the site
Connect
Forums <ul><li>Opportunities: </li></ul><ul><li>Recognize most engaged consumers and incentivize participation </li></ul>
Blogs <ul><li>Opportunities: </li></ul><ul><li>Extend reach beyond site </li></ul><ul><li>Improve Consumer understanding <...
Photo Sharing <ul><li>Opportunities : </li></ul><ul><li>Integrate photo sharing with brand promotions and positioning </li...
Ratings and Reviews <ul><li>Opportunities: </li></ul><ul><li>Improved engagement of brand teams </li></ul><ul><li>Rapid Ap...
facebook <ul><li>Opportunity: </li></ul><ul><li>Could we own a focus of passion instead of just our brand? Why friend a pr...
Consumer Service <ul><li>Passive Service </li></ul><ul><ul><li>Respond to contacts on company sites </li></ul></ul><ul><ul...
Passive Service - Twitter <ul><li>Opportunities: </li></ul><ul><li>Understand level of commitment needed </li></ul><ul><li...
Active Service - Amazon <ul><li>Opportunity: </li></ul><ul><li>Better leverage tools to identify opportunities to engage t...
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Ed Billmaier Ama

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  • Transcript of "Ed Billmaier Ama"

    1. 1. Out With the Old In With the New! Operational Shifts From Social Media 9/2/09
    2. 2. Ed Billmaier – 15 Years Sr. Director, Relationship & Interactive Marketing Over $3 B sales per year
    3. 3. We Have Very Passionate Consumers!
    4. 4. Passionate About Gardening and Lawn Care
    5. 5. And Passionate About Other Things… With waaaay too much time on their hands…
    6. 6. Social media offers… <ul><li>User Benefits </li></ul><ul><ul><li>Product Knowledge </li></ul></ul><ul><ul><ul><li>Through Forums, Blogs </li></ul></ul></ul><ul><ul><ul><li>Projects, Tips, Inspiration </li></ul></ul></ul><ul><ul><li>Problem Solving </li></ul></ul><ul><ul><li>Pride </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Community Building </li></ul></ul><ul><ul><ul><li>Social Status, Networking, Friends </li></ul></ul></ul><ul><li>Company Benefits </li></ul><ul><ul><li>Brand Strength </li></ul></ul><ul><ul><li>Sales Growth </li></ul></ul><ul><ul><ul><li>Awareness drives comprehension drives purchases </li></ul></ul></ul><ul><ul><li>Consumer Data </li></ul></ul><ul><ul><ul><li>Information </li></ul></ul></ul><ul><ul><ul><li>Insights </li></ul></ul></ul><ul><ul><li>Word-of-Mouth Awareness </li></ul></ul><ul><ul><li>Industry Authority </li></ul></ul>
    7. 7. Scotts is Pursuing Social Media on 4 Fronts <ul><li>Marketing * </li></ul><ul><ul><li>Build brand awareness and engagement </li></ul></ul><ul><li>Service * </li></ul><ul><ul><li>Proactive and reactive relationship building </li></ul></ul><ul><li>Public Relations </li></ul><ul><ul><li>Social media storm / monitoring </li></ul></ul><ul><li>Internal Communication </li></ul><ul><ul><li>Engage associates and improve communication </li></ul></ul>
    8. 8. Social media section of the site
    9. 9. Connect
    10. 10. Forums <ul><li>Opportunities: </li></ul><ul><li>Recognize most engaged consumers and incentivize participation </li></ul>
    11. 11. Blogs <ul><li>Opportunities: </li></ul><ul><li>Extend reach beyond site </li></ul><ul><li>Improve Consumer understanding </li></ul>
    12. 12. Photo Sharing <ul><li>Opportunities : </li></ul><ul><li>Integrate photo sharing with brand promotions and positioning </li></ul>
    13. 13. Ratings and Reviews <ul><li>Opportunities: </li></ul><ul><li>Improved engagement of brand teams </li></ul><ul><li>Rapid Application of insights </li></ul>
    14. 14. facebook <ul><li>Opportunity: </li></ul><ul><li>Could we own a focus of passion instead of just our brand? Why friend a product? </li></ul>
    15. 15. Consumer Service <ul><li>Passive Service </li></ul><ul><ul><li>Respond to contacts on company sites </li></ul></ul><ul><ul><li>Respond to contacts on external sites owned by Scotts </li></ul></ul><ul><li>Active Service </li></ul><ul><ul><li>Proactively search for question on external sites about our brands and respond </li></ul></ul><ul><ul><li>Proactively search for question in the category on external sites and respond </li></ul></ul>
    16. 16. Passive Service - Twitter <ul><li>Opportunities: </li></ul><ul><li>Understand level of commitment needed </li></ul><ul><li>What is the exit strategy? </li></ul>
    17. 17. Active Service - Amazon <ul><li>Opportunity: </li></ul><ul><li>Better leverage tools to identify opportunities to engage the consumer </li></ul><ul><li>Integrate social media with contact management tools </li></ul>
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