case study
kmart
1

program overview
Promotional Components
Sponsored Posts
•
Blog Sponsorships
•
Social Media Enabled Contest
•
“The Scoop” Email Newsletter
•
SocialSpark Takeover
•
Conversational Topics
• Kmart Layaway Program
• Kmart.com Online Holiday Deals
• Kmart Gift Cards
2

program objectives
Awareness
• Raise overall awareness of Kmart within the social media space.
Brand Perception
• Increase Kmart’s brand perception through affinity with leading
online influencers.
Education
• Educate bloggers about Kmart’s various offerings during the 2008
holiday season.
Traffic
• Create social media content designed to drive readers directly to
kmart.com and encourage offline store visits.
Insight
• Gain insight into the bloggers opinions and experience with the
Kmart shopping experience.
3

strategy
Connect with A-listers
• 6 leading bloggers chosen to experience Kmart
• Kmart provided co-promotion of bloggers in sponsorship spends
Harness the longtail
• Hundreds of smaller bloggers chosen to spread the word
• Bloggers promoted Kmart as well as the influencers
Give something back
• A contest provided a way for influencers to give to their audience
• Provided a path to promote or explore Kmart offerings
Leverage multiple platforms
• SocialSpark and IZEA platform generated content on blogs, email,
Twitter, Facebook, Flickr, UStream.tv and others
4

conversations
5

longtail blog posts
6

A-lister blog posts
dadomatic.com : Chris Brogan
“Since their merging with Sears, Kmart has
upped their name brand game.They had a few
that really surprised me, like Dyson vacuum
cleaners.Those are pretty high end, right? And
they had Craftsman tool supplies, which was
nice, because I remember the “old” Kmart
where their tools were more like pretend ones
made out of chalky metal.”
7

A-lister blog posts
shefinds.com : Michelle Madhok
“All in all, we took home a variety of goodies -
including picture frames, toys, basic tanks,
winter tights, laptop accessories, and an
adorable black winter coat. All for under $500!
Not bad for three ladies shopping with
abandon.”
8

A-lister blog posts
sparkplugging.com : Wendy Piersall
“Then I walked around and was happily
surprised to see that Kmart now sells Sears’
Craftsman tools. My brother owns a auto repair
shop and he always asks for Craftsman tools for
Christmas.“
9

A-lister blog posts
juliaroy.com : Julia Roy
“They have great name brand items that I don't
remember them offering before, which really
took me by surprise. I'm excited to go back and
pick up the Black & Decker Digital Advantage
iron, Hamilton Beach BlendMaster and a
Kenmore sewing machine, which I am really
excited about so I can finally start tailoring my
own clothes!”
10

A-lister blog posts
shoemoney.com : Jeremy Schoemaker
“My wife and I sponsor a soldier who is in
Afghanistan. He told us they desperately need
long underwear. I picked up as many as would
fit in the cart. Good thing they are 50% off!”
11

A-lister blog posts
1938media.com : Loren Feldman
“Turns out Kmart has all kinds of stuff for a web
video geek such as myself.The first thing I did
was go to Kmart.com and look at cameras. Sure
enough they had the Kodak zi6 HD camera that
has garnered my interest of late. $200 out the
door delivered.”
12

select blog comments
Great ideas for gifts this xmas, we have similar
I love Kmart.They have wonderful home
stores here but probably not as good a range
products. Best of all, they are one of the few
of gifts.
stores that still do Lay Away.
- Hellan
- Jennifer
I was glad to be reminded about Kmart's
I've only used layaway 2-3 times, but it was nice
Layaway option because I would really love to
to have that option for keeping presents out of
get all new pillows for the beds, new sheets,
reach of little nosey fingers. It upset me when
new towels. Layaway would let me do all of
WalMart closed theirs, it helped a lot of people
that without going broke!
who couldn't afford to pay for something all at
once. I bet they lost loads of business to K-Mart.
- Elizabeth
- Vicki
mom always used it when I was little and then I
used it quite a bit myself as a teen and young
adult. Really if you think about it, it is also a Layaway is the best thing ever I was so mad at
great way to buy something with cash, instead Walmart when they stopped doing it. I will be
of credit, too. I am glad to see that some stores heading out to Kmart very soon to use their
still offer this service. layaway.
- Tina L
- Bella Casa
13

select blog comments
Gosh I shop at k mart all the time . Our local K
I though lay-a-way were things of the past like
mart is clean and staffed by very nice people.
doctor’s making house calls.Thanks for the
DD and I did a wish shopping trip this weekend.
useful heads up as the holidays approach.
- Sharold
- Carol at ASecond Cup
I didn’t realize that Kmart now has ”real”
Craftsman Tools.I just remember the cheap What I would buy - probably gifts for my 4
plastic handled screwdrivers that they used to children and my 2 grandchildren.We are
sell. struggling this year so this would be a big help,
thank you for the chance to enter this contest.
- Ted
- Mary
I would use the $500 toward a Craftsman snow
3481 total comments on
blower for hubby. He has wanted one for a long
sponsored posts
time and this would allow me to purchase it for
him.Thanks for the great opportunity.
Average of 5 per post
- TheAngelForever
14

product blog comments
Oh, this is great!
Wii Fit & Wii Balance Board
– My 4yo daughter wants Barbie and the Diamond Castle Kmart item #25500WIIRVLRRFNE Mfr. model #WII RVL R
Playset ($86.99… cheaper than Amazon, I might add) RFNE - Price: $89.99
– Hubby really wants a GPS system for his 1996 Toyota Four-
runner ($319.99, way cheaper than a new car and had no Dyson DC14 All Floors Upright
idea you could buy GPS at Kmart) Kmart item# 006W734090110001 Mfr. model# 69
Price: $429.99
Sub-total is $406.98… leaves a balance of $93.02 to follow
your example and buy some toys and clothes to donate. Yes, I went over slightly, but the Dysons go on sale
frequently, so I’d take advantage of a sale to get my total
– LTV Mom (comment and a Twitter RT!!) under $500!
Fingers crossed!
- LTV Mom - Tara @ Deal Seeking Mom
Okay, what I’d get… Twittered https://twitter.com/CNYhousehunters
2 of these -Schwinn 26in Women’s Mirada Bicycle Went shopping too because it is fun to dream.
Kmart item# 080W733764110001
Euro-Pro Steam Mop (yes, I dream of steam cleaners. It’s a
1 of these -Huffy 20in Girls Miss Behavin’ Bike sickness) Kmart item # 006W834616110001 Mfr.model #
Kmart item# 9990000006276111 S3101
1 of these -Disney Princess Protective Helmet Pack Orian Rugs Fezzan Collection Crosstown-Black-94130
Kmart item# 080W543265110001 Kmart item # 3010000000212327 Mfr.model # 21232-7
1 of these -Magellan Refurbished 4040 Maestro Auto Essential Home Montclair Complete Bed
Navigation System Kmart item# 232000RF98092001 Kmart item # 070W403698130001 Mfr.model # 4880804BB
Subtotal: $484.97
This was kind of fun.
- Cindy Ch. - Patti Smith
15

select tweets
I'm impressed with the network Kmart has
connected in social media incl @emom
@juliaroy ditto! kmart is officially cool. @1938media @chrisbrogan @shefinds http://
is.gd/9VJZ
think of all the good you can do with a $500 @anwith1n #kmart, probably one of the last
kmart card! #1 on my list: Donate HUGE companies I ever expected to adopt Twitter as a
amount of school supplies to local schools. tool, doing a great job though
16

sponsorships
17

socialspark homepage
18

blogger emails
19

blog sponsorships
6 Custom Sponsorships
co-branded with social
media influencers
20

bloggerschoiceawards
21

metrics
22

awareness & intent
Kmart Layaway Program
• 71.9% of bloggers first heard about it from SocialSpark.
• 91.3% of bloggers are more likely to use it after writing about it.
25,000 Gifts Under $25
• 91.6% of bloggers first heard about it from SocialSpark.
• 97.2% of bloggers are more likely to purchase after writing about it.
Online Holiday Deals
• 89.6% of bloggers first heard about it from SocialSpark.
• 95.5% of bloggers are more likely to purchase after writing about it.
23

0
4
8
12
16
20
24
28
32
36
40
11/16
11/17
11/18
11/19
11/20
11/21
Gi
11/22
ft C
11/23
ard
11/24
Ca
11/25
mp
11/26
aig
11/27
n
11/28
La
un
11/29
ch
11/30
12/1
12/2
12/3
12/4
12/5
12/6
12/7
12/8
12/9
Kmart
12/10
12/11
12/12
12/13
12/14
197%
UPLIFT
12/15
12/16
12/17
12/18
12/19
12/20
12/21
12/22
12/23
12/24
12/25
12/26
12/27
12/28
12/29
12/30
social media index (smi)
Vitrue SMI Trend Report : Kmart 12/31/2008
12/31
24

0
7
14
21
28
35
42
49
56
63
70
11/16
11/17
11/18
11/19
Retail Trend
11/20
11/21
11/22
11/23
11/24
Sears
11/25
11/26
11/27
11/28
11/29
11/30
Kmart
12/1
12/2
12/3
12/4
12/5
12/6
12/7
JC Penney
12/8
12/9
12/10
12/11
12/12
12/13
Kohl’s
12/14
12/15
12/16
12/17
12/18
12/19
TJ Maxx
12/20
12/21
12/22
12/23
12/24
12/25
12/26
Marshalls
12/27
12/28
12/29
12/30
social media index (smi)
Vitrue SMI Trend Report : Retailers 12/31/2008
12/31
Belk
25

twinfluencers
Notable Twitter participants in the Kmart Campaign
user handle followers Grader Rank* Reach**
@jasoncalacanis 52,344 100 18,284,030
@scobleizer 49,976 6 15,887,056
@chrisbrogan 36,023 5 11,951,126
@jowyang 23,147 18 8,987,632
@juliaroy 11,007 122 9,533,461
@geekmommy 8,119 123 8,639,090
@emom 8,115 230 7,565,999
@centernetworks 7,658 230 5,371,545
@leeodden 6,938 200 5,271,634
Total 203,327 91,491,573
* Data via twitter.grade.com ** Data via twinfluence.com
26

brand awareness
Number of Posts Mentioning “Kmart” on Twitter
1,400
1,260
1,120
980
840
700
Tw
560 itt
er
Ca
mp
420 aig
nL
au
280 nc
h
140
0
Nov 10 2008
Nov 17 2008
Nov 24 2008
Dec 15 2008
Dec 22 2008
Dec 29 2008
Dec 1 2008
Dec 8 2008
27

tweet reach
The average tweet
reached the timeline
2,521,151
of 774 followers
Direct Followers
Kmart!
3,256
twitter network
Tweets
28

twitturls
29

tweetmeme
30

microblogbuzz
31

facebook & friendfeed
32

google.com
33

blip.tv
34

vimeo
35

flickr
36

ustream.tv
Live streaming
to announce
contest
winners
37

organic posts
Thousands of posts and blogs mentioning the
campaign in addition to the original sponsored posts
Select samples include posts on:
chrisbrogan.com
•
conversationsmatter.com
•
howtosplitanatom.com
•
britopian.com
•
jburg.typepad.com
•
geeklad.com
•
deepjiveinterests.com
•
socialmedia.com
•
technosailor.com
•
38

media coverage
AdWeek
• Print Circulation of 17,000
• 1.1 Million monthly pageviews
MediaPost
• 4.5 Million monthly pageviews
AdRants
• 4.0 Million monthly pageviews
WOMMA Blog
39

Ted Murphy
Founder/CEO
ted@izea.com
40