Outdoor retailer aug 5 2011 final slideshare

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Presentation from Cone's seminar at Outdoor Retailer Summer Market, "Enlisting Brand Evangelists through Social Media."

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  • Outdoor retailer aug 5 2011 final slideshare

    1. 1. #ConeOR<br />@Alex20001<br />@ConeLLC <br />
    2. 2. Cone: Communications & Marketing<br />Three decades in the outdoors & recreation space<br />2<br />
    3. 3. What We Do<br />3<br />We strive to help brands build <br />trusted relationships withkey stakeholders.<br />We offer effectivemarketing and communications solutions.<br />We are a values-drivencompany.<br /><ul><li>Cause BrandingSM
    4. 4. Brand Marketing and Public Relations
    5. 5. Corporate Responsibility
    6. 6. Nonprofit Marketing
    7. 7. Entertainment Marketing
    8. 8. Social Media
    9. 9. Crisis Prevention & Management
    10. 10. Passion
    11. 11. Integrity
    12. 12. Teamwork
    13. 13. Commitment to Excellence
    14. 14. Intellectual Curiosity</li></li></ul><li>Who I Am…<br />4<br /><ul><li>Worked at National Geographic for 5.5 years
    15. 15. Spent 3.5 years at USA TODAY
    16. 16. Current Director of New Media at Cone
    17. 17. Digital native
    18. 18. Engaged to sea kayak and stand-up paddle board instructor and former NOLS guide</li></li></ul><li>Overview<br />5<br />Engage consumers as brand and product evangelists<br />Best practices to deepen relationships with consumers<br />Use digital tools and platforms to spread brand messages <br />Examples from other industries of how <br />to drive buzz and awareness <br />Strengthen reputation, drive sales<br />
    19. 19. Facebook<br />
    20. 20. Facebook<br />7<br />Use Facebook to connect directly <br />with consumers and their lifestyles<br />Create immediate incentives for purchase, <br />and special offers for your fans<br />Share new products and connect like-minded <br />consumers on a social platform<br />
    21. 21. Barbour Goes Rock and Roll<br /><ul><li>Traditional British field brand
    22. 22. Started being seen on celebrities and rock stars
    23. 23. Takes advantage of momentum – creating “Guide to Civilized Festival Attendance”
    24. 24. Solicits album of concert shots in Barbour apparel
    25. 25. Finds a new cover girl</li></li></ul><li>Orvis and Dogs<br /><ul><li>Traditional hunting and fishing brand
    26. 26. Also run dog breeding and dog training program
    27. 27. Facebook page for core brand = 17k+ fans
    28. 28. Facebook page for Dog sub-brand = 11k+
    29. 29. Both pages offer audience appropriate content and appropriate branding</li></li></ul><li>F-Commerce<br /><ul><li>Nine West Fan Shop
    30. 30. Offers a limited collection through Facebook
    31. 31. Collection also available on NineWest.com – but limited cross promotion between the two makes it feel exclusive</li></li></ul><li>Fan Offers & Incentives<br /><ul><li>Offer fan-gated coupons on a regular basis
    32. 32. Offer frequent fan giveaways to drive fan and build customer database
    33. 33. Use your social assets to promote fan incentives</li></li></ul><li>Best Practices for Facebook<br />12<br /><ul><li>Pay attention to how your consumers use your product
    34. 34. Make connections between product and lifestyle
    35. 35. Engage fans for feedback
    36. 36. Give them enough to feel special
    37. 37. Make sure the person speaking on behalf of your brand knows your brand</li></li></ul><li>Twitter<br />
    38. 38. Twitter<br />14<br />Use Twitter to create real-time content, <br />both promotional and industry-based<br />Use the platform as an opportunity to <br />engage existing users of your product<br />Look for opportunities to target new users<br />
    39. 39. @ChacoUSA<br />15<br /><ul><li>Calls consumers #Chaconians
    40. 40. Taking advantage of a unique product “attribute”
    41. 41. #ChacoTan hashtag already commonly used
    42. 42. Kicked of Chaco Tan “Most Idyllic Location” contest </li></li></ul><li>@Smartwool<br />16<br /><ul><li>Uses Twitter to make sure customers are getting full benefit of product
    43. 43. Reaches out proactively
    44. 44. Highlights content from hashtags to be visible to new audiences</li></li></ul><li>Best Practices for Twitter<br />17<br /><ul><li>Make it fun
    45. 45. Be fast
    46. 46. Treat Twitter as the new customer service line
    47. 47. Promote your partners
    48. 48. Make use of hashtags for events, contests and sweeps</li></li></ul><li>Location<br />
    49. 49. Sports Authority and Foursquare<br /><ul><li>38k friends on Foursquare
    50. 50. 338k fans on Facebook
    51. 51. 7.7k followers on Twitter</li></ul>Uses Foursquare to:<br /><ul><li>“Unlock exclusive deals at Sports Authority stores and receive tips about stadiums, parks and other sports locations where you can work up a sweat or cheer on your favorite team.”</li></li></ul><li>Sports Authority Headlines<br />Mayors of Sports Authority Get $10 Cash Cards on Foursquare<br />The promotion rewards mayors at its 463 retail venues with $10 Cash Cards<br />Sports Authority's Foursquare Check-Ins Skyrocket on Black Friday<br />Every metric of engagement tracked increased - Twitter posting, Foursquare check-ins, Facebook friend adds and comments<br />Saw a lift from 5x to 20x for the number of check-ins<br />Sports Authority gave away $500 gift cards to 20 randomly selected Foursquare users who checked in at one of the brand's 400-plus stores <br />Extreme Sports + Foursquare = Charity Win<br />Supported the fight against breast cancer at the 15th Winter X Games <br />Donated $1 for every checkin to “Sports Authority at Winter X Games” at Buttermilk Mountain in Aspen, Colo. <br />Money went to Boarding for Breast Cancer, one of Sports Authority’s nonprofit partners<br />20<br />
    52. 52. TOMS Shoes<br />21<br /><ul><li>Used location to teach people about the company’s history
    53. 53. Created a day without shoes, allowing people to post a message and image to get a pin</li></li></ul><li>Best Practices for Location<br />22<br /><ul><li>Think of location as the new couponing
    54. 54. Pulse during the year
    55. 55. Tie location to loyalty
    56. 56. Provide content unique to your brand</li></li></ul><li>Tools, Partnerships and Buzz<br />
    57. 57. Tools, Partnerships and Driving Buzz <br />How do you equip your consumers with tools to tell their outdoor adventure story in a natural and authentic way?<br />What kinds of partnership opportunities exist for you to connect your product with a different audience?<br />How do consumer packaged goods brands <br />use social media to drive buzz?<br />
    58. 58. Go Pro Cameras<br /><ul><li>43.5 million video views on YouTube
    59. 59. 68k YouTube subscribers
    60. 60. 480k fans on Facebook
    61. 61. Online sport-specific video channels with edited clips (Auto, Surf, Snow, Skate, Bike, Paddle, Flight)
    62. 62. Curation tied to sponsorships
    63. 63. Consumers in TV commercials
    64. 64. New consumer videos/photos every day on Facebook channel</li></li></ul><li>Go Pro Partnerships and Sponsorships<br />Primal Quest Expedition Adventure Race<br />Chicago Match Race Sailing <br />Lucas Oil AMA Pro Motocross Championship<br />Kokanee CrankworxFreeride Mountain Bike Festival <br />Teva Mountain Games<br />Outside in Aspen <br />2011 Amgen Tour of California <br />Monster Energy AMA Supercross<br />The Powerboat Superleague<br />Ford Racing Mustang Challenge Races <br />Sponsor of the National Geographic show “Killer Shots”<br />Used on “Deadliest Catch” <br />26<br />
    65. 65. Timberland<br />Helped launch Timberland’s Earthkeepers campaign<br />Launched Earthkeepers Virtual Forest application, asking users to help plant 1 million trees in Haiti<br />More than 1 million trees planted by over 180,000 application users<br />Created the Hortiscope to continue the connection to trees and tree planting<br />
    66. 66. Yoplait Light Virtual Launch Event Overview<br />
    67. 67. Best Practices for Partnerships<br />Be authentic in who you partner with<br />Use a content expert to develop quality media placements<br />Multi-channel digital integration will deepen your reach<br />Create custom experiences for media and consumers<br />29<br />
    68. 68. Reputation and Engagement<br />
    69. 69. 23% <br />of American new media users have switched brands or boycotted a company based on negative information they’ve learned about CR issues and business practices through new media<br />30%<br />of American new media users have made a purchase based on positive informationthey’ve learned about a product, company or brand’s CR issues and business practices through new media<br />2009 Cone Consumer New Media Study<br />
    70. 70. 2010 Cone Consumer New Media Study<br />When deciding whether to engage with companies or brands via new media, users look for the following types of company/brand interactions: <br />
    71. 71. 2010 Cone Consumer New Media Study<br />Companies and brands can benefit from engaging with new media users: <br />
    72. 72. 2010 Cone Consumer New Media Study<br />New media users won’t hesitate to stop following companies via new media if they aren’t satisfied with their experiences. Reasons include: <br />
    73. 73. Thank you!<br />ConeInc.com<br />ANicholson@ConeInc.com<br />@Alex20001<br />@ConeLLC<br />

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