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Ed Billmaier Ama

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  • Tell them about Scotts Tell them about role
  • Transcript

    • 1. Out With the Old In With the New! Operational Shifts From Social Media 9/2/09
    • 2. Ed Billmaier – 15 Years Sr. Director, Relationship & Interactive Marketing Over $3 B sales per year
    • 3. We Have Very Passionate Consumers!
    • 4. Passionate About Gardening and Lawn Care
    • 5. And Passionate About Other Things… With waaaay too much time on their hands…
    • 6. 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
    • 7. 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
    • 8. Social media section of the site
    • 9. Connect
    • 10. Forums
      • Opportunities:
      • Recognize most engaged consumers and incentivize participation
    • 11. Blogs
      • Opportunities:
      • Extend reach beyond site
      • Improve Consumer understanding
    • 12. Photo Sharing
      • Opportunities :
      • Integrate photo sharing with brand promotions and positioning
    • 13. Ratings and Reviews
      • Opportunities:
      • Improved engagement of brand teams
      • Rapid Application of insights
    • 14. facebook
      • Opportunity:
      • Could we own a focus of passion instead of just our brand? Why friend a product?
    • 15. 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
    • 16. Passive Service - Twitter
      • Opportunities:
      • Understand level of commitment needed
      • What is the exit strategy?
    • 17. Active Service - Amazon
      • Opportunity:
      • Better leverage tools to identify opportunities to engage the consumer
      • Integrate social media with contact management tools