Social Media Case Study - TUFF GUARD


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This case study documents the process of implementing a Hub and Spoke Social Media model across multiple channels to develop consumer exposure to their new product TUFF GUARD Hose and the success that were achieved.

JGB Enterprises, Inc. was founded in 1977 as a supplier of industrial and hydraulic hoses and hose accessories. Our company has grown to service a broad variety of national customers including the automotive, marine, petroleum, dairy, construction, and defense industries.

Now, through our product innovation, JGB has advanced the consumer product market with the new TUFF • GUARD The Perfect Garden Hose, a professional grade hose available to the consumer market. We are distributing our TUFF • GUARD HOSE to hardware retailers, national catalogs, Internet retailers, and independent nurseries, landscapers, greenhouses, etc.

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  • Social Media Case Study - TUFF GUARD

    1. 1. Breakout Session 2 – Social Media Case Study Skeeter Harris January 18, 2012
    2. 2. <ul><li>Located in Syracuse, NY </li></ul><ul><li>Celebrating 35 Years, ~$120M Annual Revenue </li></ul><ul><li>Leading Supplier of hoses and assemblies for commercial and military applications. </li></ul><ul><li>Applications include: Industrial, Hydraulic, Fire Protection, Food, Petro, Oilfield, Snow Making, Paint Spray, Aircraft Refueling </li></ul><ul><li>First Consumer Product (TUFF GUARD) – June 2010 </li></ul>
    3. 3. <ul><li>Launched June 2010 – A Single Consumer Product! </li></ul><ul><li>Carried through Distributors, Retailers, and ebay exclusively </li></ul><ul><li>No Retail “Walk-In” Presence </li></ul><ul><li>No existing Print, TV, Newspaper advertising to-date </li></ul><ul><li>JGB Enterprises had no existing Social Channel Presence </li></ul>
    4. 5. <ul><li>A casual social networking site that allows users to post information about themselves, connect with others , join groups and find people by name, region, school. </li></ul><ul><li>A professional social networking site connecting both current and past colleagues together. This site provides a source of personal branding and reputation management. </li></ul><ul><li>A microblog that allows you to post in 140 characters or less messages about you and/or products that automatically get sent to everyone that is following you. </li></ul><ul><li>A social media video sharing site that allows people to find you and your products or brands with channels, key word tagging and communities. </li></ul><ul><li>An online community for image and video hosting that allows people to share pictures and videos. Common uses include sharing personal photographs and as a hosting service for bloggers and web developers. </li></ul><ul><li>The newest Social Network to launch that combines the style of twitter with following and the friendship of facebook, with the ability to post by circles of friends and conduct real time hangouts for collaboration. </li></ul>
    5. 7. Social Consumerism
    6. 8. Don ’ t be invisible to consumers
    7. 9. <ul><li>Build Brand awareness in Consumer Market </li></ul><ul><li>Support existing Distribution Channel </li></ul><ul><li>Establish Consumer Web Presence </li></ul><ul><ul><li>Show Consistency in Brand look </li></ul></ul><ul><ul><li>Leverage Heritage of Military & Commercial </li></ul></ul><ul><ul><li>Provide for Social Bookmarking </li></ul></ul><ul><ul><li>Provide Linkages back to </li></ul></ul><ul><li>Engage on several Social Channels </li></ul><ul><ul><li>Establish Beach Head </li></ul></ul><ul><ul><li>Provide Value Add Content </li></ul></ul><ul><ul><li>Connect and Engage with Consumer </li></ul></ul><ul><ul><li>Provide Knowledge Transfer </li></ul></ul>
    8. 11. Optimizing The Hub & Spoke <ul><li>The content hub is the website, blog, content aggregator </li></ul><ul><li>Content should be optimized for search w/terms that are relevant to your business </li></ul><ul><li>Should be convenient for users to consume content within the channels that they are comfortable with </li></ul><ul><li>Facebook status updates that promote blog content </li></ul><ul><li>Other content shared NEEDS to add value to the conversation and community </li></ul>The Hub <ul><li>Occasional tweets on promoting blog content </li></ul><ul><li>Cross promoting other social channels, when relevant </li></ul><ul><li>Needs to be unique; not the same on FB </li></ul><ul><li>Optimize Youtube channel and new videos to link back hub/blog </li></ul><ul><li>Videos can be shared on Facebook, YouTube or through editorial </li></ul><ul><li>Optimize Google+ page with relevant links and content back to other channels </li></ul><ul><li>Should not duplicate content </li></ul><ul><li>Add Google+ icons to hub </li></ul>
    9. 12. <ul><li>WordPress Microsite / Blog </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Google Analytics </li></ul><ul><li>Zemanta </li></ul>
    10. 13. Like Gates Custom Tabs
    11. 14. Like Gates Custom Tabs
    12. 15. Like Gates Custom Tabs
    13. 16. Like Gates Custom Tabs
    14. 17. <ul><ul><li>Tools are changing, consumers ’ expectations aren ’ t </li></ul></ul><ul><ul><li>Don’t throw anything out to the crowd and expect results. </li></ul></ul><ul><ul><li>There is a formula, that provides compelling content. </li></ul></ul><ul><ul><li>You need to create stories that are worth discussing! </li></ul></ul>
    15. 20. <ul><li>Potential Reach ~ 3,200 people </li></ul><ul><li>- 2 Fan Pages </li></ul><ul><li>6 likes </li></ul><ul><li>10 Comments </li></ul><ul><li>1 Share </li></ul><ul><ul><li>4 Like </li></ul></ul><ul><ul><li>3 Comments </li></ul></ul><ul><ul><li>1 Share </li></ul></ul><ul><ul><ul><li>4 Like </li></ul></ul></ul>
    16. 22. Statements from TUFF GUARD Customer, James Thayer “ In one month that SM was launched we moved the most hoses since it’s release, and that is without any print/TV/Newspaper marketing so that’s big!” “ We acquired 4 “real” customers – True Value, a high-end gardening tool online retailer, and 2 nurseries! ” “ We also saw a spike in sales from and in the first month, and it has carried over this month! ” <ul><li>In less then 2 weeks: </li></ul><ul><ul><li>Received Inquiry from Singapore </li></ul></ul><ul><ul><li>Appearing Page 1 Google </li></ul></ul><ul><ul><ul><li>TUFF GUARD </li></ul></ul></ul><ul><ul><ul><li>Garden Hose </li></ul></ul></ul>
    17. 24. <ul><li>Connect with me on the following </li></ul><ul><li>Twitter @SkeeterHarris </li></ul><ul><li>Facebook </li></ul><ul><li>Google+ +SkeeterHarris </li></ul><ul><li>LinkedIn – www.linkedin/in/SkeeterHarris </li></ul><ul><li>Slideshare – </li></ul><ul><li>Email – </li></ul><ul><li>Phone – 585.520.2232 </li></ul><ul><li>Skype – SkeetHarris </li></ul>