BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman

SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from Joe Curry & socialmedia.org/blogwellBlogWell Eric Hausman San Francisco March 27, 2012 socialmedia.org/blogwell A Bullseye View

A Bullseye View Eric Hausman Joe CurryGroup Manager Manager @EricH424 @JoeJCurry @ABullseyeView

1,765 U.S. stores (Canada stores opening in 2013)365,000team members worldwide 30 million guests/week 2

Background & Opportunity 3 3

Background & Opportunity• Opportunity to connect media, bloggers, brand advocates & guests with a more complete, richer Target story.• Stories that are: • more than a status update • less formal than a news release • Ones the media may not know about or think to cover • Fun, compelling stories with the Target wink 4 4

Solution• We decided to launch A Bullseye View, an online magazine sharing “behind-the-scenes” news at Target• Supported with Twitter @ABullseyeView• And we did it in 6 weeks! 5

How & why did we launch so quickly?• Full support from executives (including CEO)• “All hands on deck”• Existing agency partner with experience• Goal to launch in time for NY Fashion Week, our Missoni pop-up store & meetings with key industry partners 6 6

Original Design at Launch 7

• Storytelling• Issues & Reputation Management• Brand Affinity 8

Lessons from launch• Enthusiastic support from CEO and exec leaders from Day 1 was key• Full support from Communications, Marketing and Legal• Outline editorial process for post-launch• Experiment, measure, learn & adapt 9

Storytelling 10

Storytelling – From the Vault 11

Storytelling with Key Partners 12

Storytelling with Key Partners 13

Issues & Reputation Management 14

Brand Affinity 17

Brand Affinity 18

How do we promote the content? • Internal social media channels • Target partners • Each story is pitched to media and bloggers • @ABullseyeView 19

@ABullseyeView 20

Honored that @Target is among @EthisphereInstitutes most ethical companies for the 6thyear in a row. (LW)Congrats @JuneAmbrose on the “Styled By June”premiere tonight on @VH1. Your friends@Target will be tuning in! (DTJ)10,000+ Target team members are rockin’ Red &Khaki @Target Center in Minneapolis for ourspring nat’l meeting (SRG) 21

Key learnings• Storytelling is a companywide effort• Have a content plan and clear roles & responsibilities• Balance of topics (e.g. business, community, design & style, entertainment, food and personalities)• Most successful stories offer multimedia• Ongoing evolution of content ideas, see what works & adapt 22

Main takeaways1. Offer something interesting, valuable and new2. Respect people’s time3. Be authentic to your brand 23

What’s Next? 24

What’s Next?Upcoming milestones and events like: 25

Thank you! Eric Hausman Joe Curryeric.hausman@target.com joe.curry@target.com @EricH424 @JoeJCurry www.abullseyeview.comTwitter: @ABullseyeview

SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell San Fracisco March 27, 2012 socialmedia.org/blogwell

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BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman

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BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman Presentation Transcript