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BlogWell Atlanta Social Media Case Study: Newell Rubbermaid, presented by Bert DuMars

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In his BlogWell Atlanta case study presentation, "Social Media from a Multi-Brand Perspective," Newell Rubbermaid's VP, E-Business & Interactive Marketing, Bert DuMars, covered how the company is …

In his BlogWell Atlanta case study presentation, "Social Media from a Multi-Brand Perspective," Newell Rubbermaid's VP, E-Business & Interactive Marketing, Bert DuMars, covered how the company is using different social media approaches across its many brands.

Bert's case study includes advice on how to approach multi-brand social media as an eco-system, how to test small ideas and then scale them up, and how to ask your fans for suggestions on how to better participate in social media.

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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/blogwell/

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: http://gaspedal.com and http://socialmedia.org

Published in: Business, Technology

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  • 1. H wBg rn s s S c l da o iBa d U e oi Me i a Alna N v mb r 02 0 t t | o e e 1 ,0 9 a B rD Mas et u r N w l u br i e el b emad R N w l u b r isc l e e el b emad oi w b R a srtg arsmut lba d t e y cos lpe rn s a i w wg se a. m/lg l w .ap d lo Bo Wel c
  • 2. Newell Rubbermaid Social Web Strategy Across Multiple Brands Blogwell Atlanta 2009 g Bert DuMars, VP E-Business & Interactive Marketing November 10, 2009
  • 3. Agenda » Newell Rubbermaid Social Media Marketing Strategy » Graco Baby » Rubbermaid » Sharpie » Key Takeaways 2
  • 4. Social Media Marketing Strategy » Test and Learn » Immerse Ourselves » Think in terms of Ecosystems y ▪ How does everything fit together? » Scale What Works » Understand when and where to monetize » Have Some Fun Along The Way 3
  • 5. Graco Baby From The Heart » Objective: Humanize The Brand, Increase Positive Brand Perception ▪ Develop a lifestyle and emotional branded experience ▪ Increase new moms & dads preference for Graco Baby products ▪ Increase positive word-of-mouth » Strategy: Showcase Real Graco Baby Employees ▪ Show Consumers we are parents too and that we deeply care about the quality and safety of our products – our kids use our products ▪ F Focus on parenting not product ti t d t » Tactics: ▪ Reach out to moms, comment on their blogs, have as much face time as possible, develop Graco Baby Ambassadors ▪ Invite, talk, engage and embrace around issues that affect moms and dads everyday y y 4
  • 6. Graco Baby From The Heart 5
  • 7. Rubbermaid Adventures In Organization » Objective: Increase Awareness of Rubbermaid Organization Solutions ▪ Consumers have high awareness of Rubbermaid brand, but not organization solutions g » Strategy: Engage With Professional Organizers & DIY Homeowners ▪ Reposition Rubbermaid brand around organization product portfolio and variety of ways to inexpensively organize their home ▪ Integrate social media and mass media tactics that leverage multiple consumer touchpoints extending the reach of the campaign ▪ Engage with National Association of Professional Organizers (NAPO) » Tactics: ▪ Integrate social media features into Rubbermaid.com ▪ Show Before & After videos and photos that inspire use ▪ Showcase professional organizer and consumer organization success stories 6
  • 8. Rubbermaid Adventures In Organization 7
  • 9. Sharpie Uncapped: The Plan » Objective: Increase buy-rate ▪ Consumers buying once every two years ▪ B more Sharpies more often Buy Sh i ft » Strategy: Inspire creative use ▪ Consumers are unaware of product portfolio and variety of ways to use Sharpies » Tactic: ▪ Show inspiring ways to use Sharpies ▪ Showcase and celebrate Sharpie fans and the range of innovative Sharpie creations 8
  • 10. The Interactivity of Social Dialog with Customers: Sharpie Ecosystem Blogs 9
  • 11. Sharpieuncapped.com 10
  • 12. Social Media creates for Sharpie http://blog.sharpie.com 11
  • 13. Sharpie Creations: Lamborghini Gallardo 12
  • 14. Sharpie Creations – Infinite Creativity 13
  • 15. Social Media Marketing Strategy Across Multiple Brands Takeaways » Focus on your Customer Target » Set Clear Goals and Objectives » Measure before, during and after you engage » Immerse yourself to better understand the ecosystem, culture and potential uses » Integrate with overall marketing plan, but understand Social Media is a long-term commitment » Based on Above – select tools and services that reach and engage your customer target » Finally - Social Media is about people engaging with p p people – not robots – Show You Care 14
  • 16. Social Media Marketing – What Not To Do February 1, 2009 http://www.dilbert.com/strips/comic/2009-02-01/ http://www dilbert com/strips/comic/2009 02 01/ 15
  • 17. Any Questions? » Bert DuMars, Vice President E-Business & Interactive Marketing, Newell Rubbermaid ▪ Corporate W b it htt // C t Website: http://www.newellrubbermaid.com ll bb id ▪ Twitter: http://twitter.com/bwdumars ▪ Facebook: http://www.facebook.com/BertDuMars p ▪ LinkedIn: http://www.linkedin.com/in/dumars ▪ Personal Blog: http://www.socialmediaecosystem.com ▪ E-Mail: bert.dumars@newellco.com @ 16
  • 18. Lan r a o t po n e r moe b u u cmig a d at lg l: n p sBo Wel s ht:g se a. m/lg l t / ap d lo Bo Wel p/ c or l e g se a. m i @ ap d lo v c