Nest Content and Social Media Strategy 2016

1. CONTENT
02.17.2016

2. STRATEGY
1. DELIVERABLES & OPPORTUNITIES
2. TARGET AUDIENCE
3. THE STRATEGIC PLATFORM DEVELOPMENT
4. THE SOCIAL MEDIA STRATEGY
5. THE CONTENT PLATFORMS
6. MEASUREMENT
CONTENT (Q1)
OVERVIEW

3. DELIVERABLES &
OPPORTUNITIES
STRATEGY

4. DELIVERABLES &
OPPORTUNITIES

5. BRAND OBJECTIVES
KPI
Earned Media
“content that
travels”
Brand awareness
among and beyond tech early adopters
Product awareness
of Nest’s range of products

6. PRODUCE “COMPELLING CONTENT”
embodies Nest’s community
attracts fans to the brand
sparks active engagement
JOB TO BE DONE
1
2
3
Primary platforms Secondary platforms
Not in Scope

7. OPPORTUNITIES
Elevate Nest’s current look & feel
• Bring to life Nest’s design excellence on social
Expand beyond current target audience on social
• Identify and develop new target audience and
understand their passion points to leverage on social

8. TARGET AUDIENCE

9. THE CURRENT NEST TARGET AUDIENCE IS
PREDOMINANTLY MALE, EARLY ADOPTERS OF TECH
Current Target Audience Profile

10. THERE IS OPPORTUNITY TO EXPAND BEYOND EARLY
ADOPTERS AND REACH A WIDER AUDIENCE
“Nest’s sleek thermostat is popular among
tech geek, but few Internet-connected home
devices have registered mass appeal.”
- Wall Street Journal, 2015

11. MEN MIGHT BE THE PURCHASERS,
BUT WOMEN ARE THE GATEKEEPERS.
‘Women in the US control 80% of household spending
and take responsibility for 91% of household task.’
The Insight:
Even though we know the Nest Consumer (purchaser
of the product) is 90% male, women play a crucial
role in the decision making process within the
household.
- Boston Consulting Group, 2015

12. CURRENT TARGET:
THE FORWARD-THINKERS
TARGET OPPORTUNITY:
THE HOMEMAKERS
Male, Age 30-50, Married.
Homeowners, with a HHI of $112K.
Female, Age 30-50, Married.
Homeowners, with a HHI of >$75K
WE EXPAND THE CURRENT TARGET
AUDIENCE BY GROWING ‘THE NEST’
Source: Simmons Spring 2015 NCS Two Year Adult Study

13. New Target Audience Profile
The Homemaker
Female, Age 30 - 50
Married.
Homeowners. HHI >$75K.
2-3 Children (Ages 0-17)
Bachelors or Post-Graduate
Degree [190]
Home
“I enjoy entertaining people in my home” [121]
“Make effort to make home reflect who I am” [119]
“Looking for new ideas to improve home” [112]
“Home decor is particular interest to me” [134]
Family
“She is family centered” [115]
“I like spending most time home with family” [118]
“Family life is the most important thing” [121]
Buying Influence
“Most influential in HH purchasing decisions” [110]
Social
“Visited or Used a Social-networking Site Last 30 Days” [130]
“I post ratings/reviews for others to read” [111]
“I buy products recommended by friends on social sites” [129]
Media (Print and Digital)
Their home is the center of their lives, it is where what matters most resides. They want home to be
a comfortable place, where they can unwind and enjoy precious time with friends and family. They
want their home to be a reflection of who they are. They seek daily inspiration.
Her
Personality
[141][241]
[172] [107]
Friendly
Passionate Reliable
Sociable Warmhearted
ResponsibleSincere
Loving
Kind
AmicableBenevolent LikableTrustworthy Affable
Source: Simmons Spring 2015 NCS Two Year Adult Study
Social Channels
[361] [309] [266] [235]

14. THE DEVELOPMENT OF
THE STRATEGIC PLATFORM

15. ACHIEVABLE INSPIRATION
Consumers engage with authentic and real
stories, as they can relate to this and it
resonates with them on a more emotional level.
Real people. Real homes. Real stories.
7 of top 10 most engaging product posts in 2015 involved real products in
real places.
WHEN A HOME IS A NEST
Consumers regard home as a place of safety,
their sacred retreat, it’s what’s closest and
dearest to you.
Source: Sysomos
KEY OBSERVATIONS

16. The ‘Connected Home’ is not just about
technology, it’s about that special place
where you connect with who and what is
dearest to you.
THE INSIGHT

17. FROM A CONNECTED HOME TO A MEANINGFUL NEST
INNOVATION EMOTIONS DESIGN
THE STRATEGIC PLATFORM

18. THE
SOCIAL MEDIA STRATEGY

19. THE SOCIAL STRATEGY FOR NEST
Showcasing the Nest lifestyle (emotions), product
aesthetics (design) and comfort of home enabled through
Nest products (innovation/the conscious home).
WHAT:
HOW:
Help fans picture Nest in their daily lives and personal environments.
BY: Leveraging our audiences’ social behaviors and current
social trends, developing tailored content to each platform,
and appealing to both global and local markets

20. THE ROLE OF EACH SOCIAL PLATFORM
Primary platforms
Secondary platforms
Role: Fan Engagement and Targeted Distribution (Paid Media)
Content: Customized visual content aimed at specific targets and interests, promoted with paid support.
Organic content must embrace current community and drive conversation. Localized Content.
Role: Engagement & Communicating Brand Narrative
Content: Visually appealing content showcasing the brand lifestyle narrative and displaying the aesthetic
appeal of the Nest products. Global Content (one account).
Role: Experimental (not a focus in Q1)
Role: Engagement & Thought Leadership
Content: Content should be orientated towards ‘The Forward Thinkers’ target with a focus on tech, innovation
and products. Content must be real time, trending topics, newsworthy and culturally relevant. Localized Content.
Role: Aspiration & Inspiration
Content: Focus on creating visual themes around the Nest brand and lifestyle. Global Content (one account)
+ TBD

21. MEASUREMENT

22. Primary KPI: Earned Media
• Active engagement
• Social conversations
Secondary KPIs:
• Engagements
• Audience growth
• Traffic to nest.com
**Benchmarks will be established at the end of Q1, based on historic performance and
industry standards
WHAT DOES
SUCCESS
LOOK LIKE?

23. A WELL DESIGNED NEST
CONTENT APPROACH
CELEBRATE NEST AS THE WELL DESIGNED PRODUCT THAT
COMPLEMENTS YOUR STYLE AND LIFE
ESTABLISH PREMIUM LOOK AND FEEL FOR NEST ON SOCIAL
FAST TRACK CONTENT
A WELL CONNECTED NEST
FROM THE EVERYDAY TO THE MAGICAL MOMENTS, WE’ll SHOW HOW
NEST TAKES CARE OF THE HOME, SETTING THE STAGE
FOR MEANINGFUL CONNECTIONS
INTRODUCE THE ‘CONNECTED’ HOME AS BEING ABOUT THE PEOPLE
AND BONDS THAT ARE CREATED AND SHARED WITHIN A HOME
ONGOING BUZZ

24. NEST ON SOCIAL
LOOK AND FEEL

25. ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
ARIAL BLACK
PROXIMA NOVA
base color pallette + fonts

26. A WELL DESIGNED NEST
ELEVATING THE PRODUCT POSTS
A series of premium images and animations that illustrate Nest products
seamlessly integrated into well designed spaces and decorated walls.

27. Interior design and style magazines, both online
and print, are typically structured around seasonal
topics, lifestyles, and specific individuals,
providing readers with a unique POV on a well
designed life.
Taking on this editorial model, each month we’ll
create content around Seasons and different
personality types/lifestyle. The content will reflect
the core seasonal moments that are most
important to the brand and its audience.
Each piece of content comprising the “monthly
seasonal theme” will be produced in two distinct
styles: lifestyle imagery and stylized product
imagery. While different in style, each treatment will
complement the other, creating a visually and
editorially cohesive story for the month.
EDITORIAL APPROACH

28. CREATIVE APPROACH
Monthly content is created around the following criteria:
SEASONAL COLORS*
Every three months, we will create a distinct seasonal color
palette. Then, for each month, we will select two colors to
produce content around, creating a visually compelling and
cohesive story.
ARCHETYPES
We’ll create archetypes, which we will identify and develop internally. We’ll illustrate the
who they are, the ways they use their space, and their day-to-day activities. Each month,
we’ll create content around one of these archetypes, making sure to target the interests of
Nest’s audience throughout the year.
* colors featured are for reference

29. MONTHLY THEMES
MARCH
Season: Winter
Seasonal Moment: Winter Wine Down
Archetype: A blogger’s clean and minimalist workspace
APRIL
Season: Spring
Seasonal Moment: Spring Fever
Archetype: A florist’s living room inspired by the the first bloom of
the season
MAY
Season: Spring
Seasonal Moment: Spring Film Festivals
Archetype: A film director’s artistic getaway
To create monthly themes we will identify what Nest’s
target audience is likely to be interested in and
conversations they’re likely to be part of on social.

30. ACROSS SOCIAL
ON FACEBOOK we’ll create an album for the monthly
content. Each month’s content will visually stand apart on
the basis of the seasonal color palette.
ON INSTAGRAM we’ll share the content consecutively,
creating a visually cohesive grid view for each month.
ON TWITTER we’ll use product imagery to highlight Nest
features and capabilities.
Each month we’ll produce 6 pieces of original content and
one recap video of the monthly seasonal theme.

31. MONTHLY CONTENT OVERVIEW
INTRO POST
(1X)
WELL DESIGNED NEST POSTS
PRODUCT
(1X)
STYLIZED
(2X)
PRODUCTS
-NEST THERMOSTAT
-NEST PROTECT
RECAP VIDEO
(1X)
SEASON ARCHETYPE
LIFESTYLE
(2X)

32. INTRODUCTORY POST
I
We will use playful imagery which
incorporates the featured Nest product
to stylistically illustrate the theme for
the month.

33. LIFESTYLE POSTS
II
We’ll photograph premium images featuring a Nest product
seamlessly integrated into a well designed space.
Each space will be styled and will include items illustrating
the selected archetype’s lifestyle, capturing their personality,
interests, and the way they user their space for day-to-day
activities.

34. STYLIZED POSTS
III
CHANGE IMAGE
We will draw inspiration from lived in
rooms and design spaces. For
example, a desk space or kitchen area.
We will construct high concept sets
that are made out of different materials
such as different types of paper,
cardboard etc and have the only real
object in the scene be the nest product
to be featured.

35. PRODUCT POSTS
IIII
For Twitter, we will create a product post using the selected
colors for the month as the background. Tapping into the
existing tech-savy audience on the platform, we will use
Twitter to highlight product features and educate users on
product capabilities.

36. MARCH CONCEPT THEME : COLOR GRAY
Intro Post Lifestyle Post
Product Post
(tbd)
Stylized Post
For March, we will capture the last moments of winter, and the anticipation of spring, through a gray color palette within a
clean, well organized space. We will be styling content around a blogger archetype who has organized their space to
start spring with a clean slate.
SEASON WINTER MOMENT WINTER WIND DOWN ARCHETYPE BLOGGER

37. A WELL DESIGNED
NEST AMPLIFICATION
We’ll tap into Nest’s existing fans to amplify the new social
content and to build conversation around Nest products.
After several months of sharing Nest’s new content and
establishing the brand’s new look and feel on social, we’ll
ask fans to capture their Nest within their own home.
Users can share their images via a hashtag for a chance to
have their well designed nest featured on the brand’s social
pages. User-generated images selected to be featured will
highlight Nest products that complement the fan’s personal
style.

38. NEXT STEPS
NEST to provide feedback and approval on look and feel and treatments | FEB 22
CAKE to start producing MARCH content | FEB 23
NEST to provide feedback on MARCH content | MARCH 2
CAKE to deliver final content for approval | MARCH 3

39. APPENDIX

40. A WELL DESIGNED NEST
ELEVATING THE PRODUCT POSTS

41. A WELL DESIGNED NEST
INFLUENCER AMPLIFICATION*
Nest gives users access to the homes of colorful and stylish
influential personalities.
The video feature is a first-person guided narrative of select
influential personalities’ homes. The videos will capture their
favorite belongings and the personal stories behind what makes
their space unique. We’ll highlight how Nest complements their
style and life.
* incremental budget

42. A WELL DESIGNED NEST
PARTNERSHIP AMPLIFICATION*
In partnership with Home Polish, we will create a series of
premium images showcasing the Nest thermostat as the
constant in every well designed room.
Home Polish will provide tags for each photo which will inform
people of the other elements that create premium living spaces
—from the art on the walls to the brand of curtains.
* incremental budget

43. A WELL CONNECTED NEST
PERSONAL CONNECTIONS AND MOMENTS THAT MAKE A HOUSE A HOME

44. #ADULTING
In a series of animations revolving around the popular idea of
#adulting, we’ll show the transition from youth to adulthood through
iconic items and experiences in the home. #Adulting might be
hard, but Nest makes it look easy and sophisticated. Now that
you’re #adulting, you don’t leave stuff on the floor, you pick up after
others, and you cook for others to enjoy.
The animations will show the transition from youth to adulthood in a
lighthearted, familiar way.
A WELL CONNECTED NEST

45. PETS NESTING
Pets have an enduring power on social. We’ll harness their appeal
in a series by capturing beautiful images of pets relaxing in the
comfort of their owners’ homes powered by Nest. The images of
the pets will reflect their and their owners’ unique personalities.
A WELL CONNECTED NEST

46. Nest partners with influential pets to develop a series of monologues
from the pets’ point of view.
The monologues will focus on the specific features of the pet owner’s
household and unforgettable moments within the home, highlighting
what makes their house a home.
@buddyboowaggytails @iamlilbud @barkleysircharles
A WELL CONNECTED NEST
INFLUENCER AMPLIFICATION*
* incremental budget

47. A LIFE WELL LIVED, POWERED BY NEST
A WELL CONNECTED NEST
We’ll celebrate how Nest takes care of the home and allows time
for meaningful moments and experiences.
Through a series of premium images, we’ll capture the scene after
key domestic moments. For example: A tabletop view of the
remains of a Friday night dinner with friends, or a wide angle view
of the children’s playroom after their birthday party. The images are
a sign of a life well lived, powered by Nest.

48. THANK YOU!