BlogWell Chicago Social Media Case Study: Sharpie, presented by Susan Wassel


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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.

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In her BlogWell Chicago case study presentation, "Social Media on a Shoestring: How Sharpie Engages and Grows Community in a Tight Economy," Susan Wassel talks about how tight budgets shouldn’t deter you from getting in the social media game. In fact, social media can be more important - and cost effective - than ever given cuts in traditional media spends. Learn how Sharpie ramped up its social media game plan on a shoestring budget, using passion and the power of social media as currency to meet brand objectives.

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. Learn more at

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  • January 22, 2009 - - © 2009 GasPedal LLC   You may share this presentation if it is not altered in any way.
  • BlogWell Chicago Social Media Case Study: Sharpie, presented by Susan Wassel

    1. 1. How Big Companies Use Social Media January 22, 2009 | Chicago Susan Wassel Sharpie Social Media on a Shoestring: How Sharpie Engages and Grows Community in a Tight Economy
    2. 2. Sharpie Social Media January 2009
    3. 3.
    4. 4. <ul><li>How did we get there? </li></ul>Social Media
    5. 5. Sharpie and Social Media <ul><li>2008 </li></ul>Sharpie and Social Media Then…
    6. 6. … and now!
    7. 7. Social Media Placemat
    8. 8. Wherever the crumbs may fall
    9. 9. Phase One: R&D
    10. 10. <ul><li>Technical Director and Snafu Mitigator </li></ul><ul><li>Daggett Harvey </li></ul>A moment of silence… [email_address] +1 (312) 324-0099
    11. 11. R&D
    12. 12. Sharpie Blog <ul><li>The Plan </li></ul><ul><li>The Content </li></ul><ul><li>The Future </li></ul>
    13. 13. Objectives <ul><li>Increase brand loyalty, advocacy </li></ul><ul><li>Give Sharpie brand a “human” voice </li></ul><ul><li>Showcase content from real users to inspire and encourage use </li></ul><ul><li>Allow consumers to “see behind the curtain” </li></ul><ul><li>Build community of Sharpie users, advocates </li></ul><ul><ul><li>Encourage consumer input/dialogue </li></ul></ul><ul><ul><li>Listen (and learn) </li></ul></ul><ul><li>Laser Focus in 2009: Inspire creative use to drive buy-rate </li></ul>
    14. 14. Strategy <ul><li>Celebrate Sharpie fanatics to inspire use, drive buy-rate </li></ul><ul><li>Who are they: </li></ul><ul><ul><li>Sharpie Fanatics are passionate “über users” </li></ul></ul><ul><ul><li>Brand ambassadors: How they use Sharpie and what they have to say about the product is inspiring </li></ul></ul><ul><li>Where are they: </li></ul><ul><ul><li>New media / online </li></ul></ul><ul><ul><ul><li>You Tube </li></ul></ul></ul><ul><ul><ul><li>Flickr </li></ul></ul></ul><ul><ul><ul><li>My Space </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Personal websites, blogs </li></ul></ul></ul><ul><ul><li>Traditional Media </li></ul></ul><ul><ul><ul><li>Mags, newspapers, etc. </li></ul></ul></ul>
    15. 15. Be Like Mike
    16. 16. Audience <ul><li>Bold Impression Makers </li></ul><ul><li>The Sharpie Blog will initially seek to engage a broad population of existing and potential users, including teens, tweens, moms, dads, singles, seniors and more who fit the Bold Impression Maker Profile (see Sharpie target audience data 2007). </li></ul><ul><li>Sharpie will build metric retrievals into 2009 programming to help profile Sharpie Blog readers and potential readers to shape the direction of the Sharpie Blog going forward. </li></ul>
    17. 17. Content <ul><li>Blog editor: Susan Wassel </li></ul><ul><ul><li>All content must be approved by editor before posting </li></ul></ul><ul><ul><li>Blog editor will ensure all legal approvals are obtained </li></ul></ul><ul><ul><li>Goal to grow number of internal contributors </li></ul></ul><ul><li>Tone: Light, informal, personal </li></ul><ul><li>Weekly features </li></ul><ul><ul><li>Sharpie Fanatic: Someone who has used the product in an inspiring way </li></ul></ul><ul><ul><li>Sharpie Sightings – Images of celebrities, public figures using Sharpie to sign autographs </li></ul></ul><ul><ul><li>Sharpie Question of the Week </li></ul></ul><ul><ul><ul><li>Written by Consumer Affairs team Heather Cooper and Lola Walker </li></ul></ul></ul><ul><li>Other features </li></ul><ul><ul><li>Sharpie team profiles, Sharpie behind-the-scenes (R&D, manufacturing facility, mailroom), Sharpie crafts, etc. </li></ul></ul><ul><ul><li>Content calendar </li></ul></ul>
    18. 18. Blog Rules <ul><li>Listen and respond (talk with, not talk to) </li></ul><ul><li>Engage audience (tell readers what we’re doing and </li></ul><ul><li> invite them to get involved) </li></ul><ul><li>Maintain integrity of the blog (never fake anything) </li></ul><ul><li>Demonstrate passion and authority </li></ul><ul><li>Use lively, personal writing </li></ul><ul><li>Offer something new and unique </li></ul><ul><li>Link often, including to our competitors (give credit where is due) </li></ul><ul><li>Acknowledge mistakes (You’ll be making them!) </li></ul><ul><li>Enjoy the conversation </li></ul><ul><li>Copy and paste terms and conditions from Graco Baby Blog </li></ul>
    19. 19. Getting the Word Out in 2009 <ul><li>Consumers </li></ul><ul><li>Social media plan </li></ul><ul><ul><li>Building into 2009 programming </li></ul></ul><ul><li>Possible “Destination Sharpie” </li></ul><ul><li>Monthly email blasts to Sharpie consumer database </li></ul>
    20. 20. Measurement What we can measure now <ul><li>TOTAL VISITS </li></ul><ul><li>RSS SUBSCRIBERS </li></ul><ul><li>BLOG REACTIONS (LINKS) </li></ul><ul><li>TECHNORATI AUTHORITY </li></ul><ul><li>GOOGLE FRIENDS </li></ul><ul><li>COMMENTS </li></ul>
    21. 21. Measurement What we’d like to measure in the future
    22. 22. Sharpie Blog in the News
    23. 23. Best of all…
    24. 24. The Budget Blog theme: $ 20 Masthead: $1,000 eLance dude: $ 895 SHARPIE BLOG: PRICELESS
    25. 25. Free Tracking Stuff <ul><li>EMAIL & RSS ALERTS Google alerts, Yahoo alerts, Google blog search, Yahoo Pipes, TRENDS MONITOR BlogPulse, Google Trends, Compete, SOCIAL MEDIA SEARCH ENGINES Serph, Keotag, OTHER Twitter, Tweetscan, Particls, COMMENTS TRACKING Commentful, coComment, co.mments, Mycomments, FORUM TRACKING Big Boards, Board Reader, Boradtracker, Twins, Yuku Find </li></ul>
    26. 26. <ul><li>Results: </li></ul><ul><li>Launched: November 17, 2008 </li></ul><ul><li>Total Visits: 10,000 </li></ul><ul><li>Twitter Total Followers: 400 </li></ul><ul><li>YouTube Visits: 40,000 views / 80 comments, Beckham ad </li></ul>Sharpie Blog
    27. 29. Personal Best
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