BlogWell Social Media Case Study: The Home Depot, presented by Nick Ayres

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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 the event site here:
http://gaspedal.com/blogwell/

For $200, attendees spend the afternoon hearing case studies from companies like:

* Walmart
* The Home Depot
* Allstate
* H&R Block
* Mayo Clinic
* Sharpie
* Procter & Gamble
* UPS
* Cisco
* Kaiser Permanente
* US Coast Guard
* Graco
* Intel

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts.

In his BlogWell San Jose presentation, "You Can Do It. We Can (Still) Help," Nick covers how The Home Depot got started in social media and how the company uses tools like Twitter to reach customers.

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BlogWell Social Media Case Study: The Home Depot, presented by Nick Ayres

  1. 1. October 28, 2008 www.gaspedal.com/blogwell www.blogcouncil.org © 2008 GasPedal LLC.  You may share this presentation if it is not altered in any way.
  2. 2. You Can Do It We Can (Still) Help It. Help. Social Media and The Home Depot Nick Ayres 10.28.08
  3. 3. Where Do You Shop? Today, Today it just depends. depends 2
  4. 4. Overview of the Landscape  Traditionally, The Home Depot has been synonymous with home improvement expertise and best-in-class customer service  In recent years this reputation has come under fire years, fire, impacting our brand preference 3
  5. 5. A Very Public Trial March 2007 MSN article: 7,000+ comments 4
  6. 6. The Big Idea  Social media gives us the opportunity to create lasting brand differentiation by:  Recapturing ground we've lost with existing customers, or those on the fence  Connecting with a new set of customers  Engaging our associates in ways that are relevant to their lifestyles  Simply put, social media is a growing part of our digital orange apron 5
  7. 7. Example #1: Twitter and Natural Disasters  The Home Depot is a leader in natural disaster preparation, repair and recover efforts, for both our customers and our associates t d i t  The challenge: Could social media help us reach further faster? further, 6
  8. 8. How Did We Engage?  Trusted  Ti l Timely  Relevant  Accurate  Appropriate pp p 7
  9. 9. The Results  Extremely positive commentary, both externally and internally  Building block for long-term brand preference  Added a human face to the “online” brand  Did we drive short- term sales? Maybe. Was that y the point? No. 8
  10. 10. Example #2: Video Syndication  Reality check: homedepot.com is a destination – but not the only destination – for home improvement know how homedepot.com/tv 9
  11. 11. Video Syndication Tactics and Results  How did we engage?  Identified destinations that made sense and were contextual to our brand promise  Started small and are building over time  Following the same rules: Be trusted, timely, , y, relevant, accurate and appropriate  Response so far?  Mostly positive, always candid feedback about content and context 10
  12. 12. Tips and Best Practices  Start at the beginning as often as possible  Fi d others at your company who are passionate about Find th t h i t b t the brand and the space, and make them evangelists  Scratch and claw for small wins, then use them to capture the imagination of an executive champion  Do not let social media turn into another quot;campaign” 11
  13. 13. Q Questions? ti ? Examples from the presentation: Follow us on Twitter @TheHomeDepot Check out our how-to videos @ homedepot.com/youtube Nick Ayres The Home Depot nicholas_j_ayres@homedepot.com Twitter: @nickjayres FriendFeed: nickjayres 12

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