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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