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How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
How Sharpie Uses Social Media
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How Sharpie Uses Social Media

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Presentation from Sharpie's Susan Wassel (PR Manager, Sanford Brands/Newell Rubbermaid) for the 4/21/09 GasPedal conference call on learning social media & word of mouth. Learn more at …

Presentation from Sharpie's Susan Wassel (PR Manager, Sanford Brands/Newell Rubbermaid) for the 4/21/09 GasPedal conference call on learning social media & word of mouth. Learn more at http://gaspedal.com.

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  • 1. Sharpie & Social Media November 2008 – April 2009 Susan Wassel susan.wassel@sanford.com
  • 2. 2 Sharpie Situation SHOW INSPIRING NEW WAYS TO USE SHARPIE MARKERS Showcase breadth of existing portfolio Introduce new products INCREASE PORTFOLIO RELEVANCE
  • 3. 3 Leverage power of social media to showcase new and existing Sharpie products What We Did The Social Media Landscape ▪ You Tube ranked #2 search engine (Google #1) ▪ 30 mm photos uploaded on Facebook daily ▪ 640% Twitter growth since November 2007 ▪ 4 out of 5 bloggers post product reviews Three in four US online adults now use social tools to connect with each other compared with just 56% in 2007 500 fastest growing companies in the US were all reported to have presence in online social sites in 2008
  • 4. 4 Target: Bold Impression Makers
  • 5. 5 How did we get there? Social Media
  • 6. 6 Sharpie and Social Media » 2008 October 2008: Sharpie and Social Media…
  • 7. 7 …and now!
  • 8. 8 Social Media – Rules of Engagement  Listen to the conversation online  Engage with consumers and online influencers  Participate in the conversation already taking place
  • 9. 9 Listening: “Research” Informally identified Sharpie groups on Facebook, YouTube, Flickr Did not do any “conversation mining” to determine what was being said about Sharpie online. Believed most/all was positive Conclusion: Sharpie is being talked about – let’s join the conversation
  • 10. 10 Engage: The Sharpie Blog
  • 11. 11 Sharpie Blog http://blog.sharpie.com The Plan  Showcase content from real users to inspire and encourage use  Build community of Sharpie users, advocates  Give Sharpie brand a “human” voice Celebrate Sharpie fanatics  Who are they:  Passionate “über users”  How they use Sharpie and what they have to say about the product is inspiring
  • 12. 12
  • 13. 13 Participate
  • 14. 14 @sharpiesusan on Twitter
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  • 17. 17 What We Accomplished
  • 18. 18 Blog Visits TOTAL: 60,169 Week 3: 66 Week 4: 361 Week 5: 959 Week 6: 507 Week 7: 913 Week 8: 2,967 Week 9: 1,161 Week 10: 1,774 Week 11: 916 Week 12: 1,172 Week 13: 1,199 Week 14: 1,173 Week 15: 2,480 Week 16: 2,519 Week 17: 2,545 Week 18: 2,562 Week 19: 5,516 MONTHLY BLOG VISITS: Nov 08 – March 09 COMMUNICATIONS SUPPORT DRIVES TRAFFIC BUT CONTENT IS KING Oscars Email Blast Obama Address: Sharpie Pocket 9,313 views 2,913 views
  • 19. 19 Google Friends Currently no rewards 90 Google Friends
  • 20. 20 Twitter Followers
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  • 23. 23 zapposi was just admiring the stainless steel sharpie the other day, someone sent me a pic of it :)6:06 PM Feb 18th Zappos CEO – one of the most talked about and followed Twitterers – 130,000 followers Highly Engaged Tweeters
  • 24. 24 DPZRAMON@sharpiesusan http://www.vimeo.com/2895941 WWE Wrestling autograph session done w/sharpies,event I sponsored in Chgo 1.19.09 Dominos Pizza Highly Engaged
  • 25. 25 mike_miley@sharpiesusan thanks for the Sharpie Pen which is key to my current training. http://twitpic.com/1jy5r9:23 AM Feb 18th from Tweetie in reply to sharpiesusan Apple Computer Trainer Highly Engaged
  • 26. 26 roogie@sharpiesusan Here is how we use Sharpies at a large Freight company, to ID the direction of trailer leg cranks! http://twitpic.com/1lhqb Fed Ex Trucker Highly Engaged
  • 27. 27 @sharpiesusan thanks for the study tools! http://twitpic.com/1l67h Highly Engaged Student
  • 28. 28 Highly Engaged Celebrities ; ) » JanefondaPlease reach out to @keyinfluencer. That would be great. I appreciate you sending me tweet8:11 PM Mar 3rd
  • 29. 29 Participation alone can drive buzz Sharpie and Social Media Make News
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  • 45. 45 What We Accomplished 60,000 blog visits since October 2008 1,600 Twitter followers 90 Google Friends 40,000 You Tube Visits (Becks video) Traditional Media Impressions > 1mm ALL WITHOUT  Traditional communications support  Budget!
  • 46. 46 What We Learned  Social media lets you talk direct to consumer with product news  The more you can talk, the more consumers you can engage  Soft sell  Social media builds relationships – loyalty, advocacy, ambassadors, friends  Supports Sharpie biz objective:  Expose people to the full breadth of Sharpie’s portfolio  Share creative ways to use the product  Have fun, be real while doing it
  • 47. 47 Need to Better Define, Understand Measurement and Business Impact
  • 48. 48 Applying the Learning  Social media is an opportunity that can be leveraged by many of our brands:  EXPO, Prismacolor, Paper Mate, for starters  Education is key:  Educate and empower other brands to engage in social media  Brand passion is key  Minimal hard cost investment / intensive human resource  Human resource: avg. 10 hrs/week – plus OT!  Opportunity to engage consumers and build loyalty over time  Long-term proposition – SM not going away ▪ Pave path for receptivity to any branded message
  • 49. 49 Social Media is Global – Sharpie is Global  Social media will play a large part in our brand building efforts globally  Asia Pacific will account for 35% of global social networking users by the end of this year, followed by Europe, the Middle East and Africa with 28%, North America 25%, and the Caribbean and Latin America 12%.  Need to understand and activate now in key regions
  • 50. 50 millic @sharpiesusan I ordered some personalized Sharpies today for my chef husband!! 25 minutes ago from web in reply to sharpiesusan millic @sharpiesusan I DID! because I saw you Tweet about it. Chefs LOVE Sharpies, in the kitchen. I liked fun colors, but he likes black 19 minutes ago from web in reply to sharpiesusan Social Media Sells Sharpies
  • 51. 51 …and a few more thanks for the customized sharpie idea - we're giving out 750 of them. http://www.fatwallet.com/forums/hot- deals/908761/ :) troy redington / troyredington 1mm monthly visitors
  • 52. 52 The Budget Blog theme: $ 20 Masthead: $1,000 eLance dude: $ 895 SHARPIE BLOG: PRICELESS
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