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Eric Sichau Home Depot Case Study

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Eric Sichau Home Depot Case Study

  1. 1. Eric SichauMKTG 338:002-Fall 2012Social Media MarketingMrs. Paula MorrisNovember 19th, 2012
  2. 2. • World’s Largest Home Improvement Retailer – 4th-Us – 5-World• Nationally (50 +DC), US Virgin Islands• Canada, Mexico, China• Motto: “Save Money, Live Better” – “That’s the power of the home depot”• Customer Service• Most valued/desired• Top 10 Valued brands- (2010-#3)-$23 Billion• Sterling Reputation
  3. 3. • 1978 – Bernard Marcus, Arthur Blank• Atlanta• 6/22/1979• 2,000• Low Prices-Do It Yourself• “At the end of the day, we’re in the people business”• “Cultivating a relationship than just a transaction”• Guide customers – Associates in field• Variety of products
  4. 4. • Social Media-Potential Threat• Lose Marketing Message• Drive loyal customers away• Lose personal benefit• Community atmosphere• Come off as pushy• Anxiety-Reputation Strong• Nick Ayres – Convince Bernard/Arthur-Tangible Benefits• Translate – Relationships- Associates-Customer
  5. 5. • 1st-Review Products – Low risk, demonstrates power, allows for non brand feedback• June 2010 – What is the fastest growing category on YouTube? – http://www.youtube.com/user/homedepot• Not just traffic to website-Customers are looking for more!• How To Do It? – Howcast, YouTube, 5 Minutes• “provide what customers are requesting” – Feedback• Educational content NOT blatant commercials• Consistency! – Real associates – New and Relevant Content
  6. 6. • 6/18/2011 – 8 Million Times – 8,000 Subscribers• Mashable – Top 5 YouTube Marketer• Videos – Easy to follow – Featured products – Face to a name – Straightforward & Informative• “Digital Orange Apron”• Blogging – “How To Community” – Customer Service, Brand Recognition, Perception IS Reality
  7. 7. • Personal- – What are your perspective employers looking for? – Research-Post more professional presentations – Rock On- Get your fans in your front row! – What is your vision?• Client – What do your customers value? – What goals is the business planning to accomplish? – How do the customers prefer to be informed? – Customer Service-Value of the customer to business
  8. 8. • www.homedepot.com• http://www.youtube.com/user/homedepot• http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx• Social Media Marketing-A Strategic Approach Case Study Handout• http://www.google.com/imgres?num=10&hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=iv4hK_sT9PqlPM:&imgrefurl=http://www.merchant circle.com/business/Home.Depot.Atlanta.GA.770-433- 8211&docid=rZ15OBAL_Kc5CM&imgurl=http://media.merchantcircle.com/25784020/TheHomeDepot_full_full.png&w=300&h=300&ei=qcqlUJHUG OLa0QHhn4DwAg&zoom=1&iact=rc&dur=4&sig=117975109590106194646&page=1&tbnh=144&tbnw=144&start=0&ndsp=26&ved=1t:429,r:2,s:0,i: 107&tx=59&ty=115• http://www.google.com/imgres?num=10&hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=L- 2F_G2GFCfSsM:&imgrefurl=http://www.cengage.com/search/showresults.do%3FN%3D16%2B4294922453%2B4294920475&docid=iKFy0odCWWgl WM&imgurl=http://www.cengage.com/covers/imageServlet%253FproductISBN13%253D9780538480871&w=150&h=188&ei=isulUMTUKuH00gHAp oF4&zoom=1&iact=rc&dur=2256&sig=117975109590106194646&page=1&tbnh=150&tbnw=120&start=0&ndsp=29&ved=1t:429,r:1,s:0,i:77&tx=82 &ty=153• http://www.google.com/imgres?hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=J2tQhdqSu3sXBM:&imgrefurl=http://www.jeffbullas.com/201 2/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/&docid=0N__4MN_fzOScM&imgurl=http://www.jeffbullas.com/wp- content/uploads/2012/05/35-Mind-Numbing-YouTube-Facts-Figures-and-Statistics- Infographic.png&w=500&h=500&ei=O8ylUKK9PLPF0AH02IDgCA&zoom=1&iact=hc&vpx=516&vpy=183&dur=1897&hovh=145&hovw=145&tx=108& ty=204&sig=117975109590106194646&page=1&tbnh=145&tbnw=145&start=0&ndsp=25&ved=1t:429,r:3,s:0,i:107• http://www.google.com/imgres?hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=BCrVhmZI0Qtn7M:&imgrefurl=http://www.georgiaaquarium. org/newsroom/experts/&docid=sd7wO2jzwa_puM&imgurl=http://www.georgiaaquarium.org/media/images/news-room/experts/marcus- large.jpg&w=275&h=361&ei=Z9GlUIPpKZD69gTInoDwBA&zoom=1&iact=rc&dur=7&sig=117975109590106194646&page=1&tbnh=141&tbnw=106& start=0&ndsp=30&ved=1t:429,r:1,s:0,i:75&tx=47&ty=133• http://www.google.com/imgres?hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=Fcr- XybUfQOxQM:&imgrefurl=http://georgiainfo.galileo.usg.edu/tdgh- feb/feb02.htm&docid=lNgYFCGrn2EzBM&imgurl=http://georgiainfo.galileo.usg.edu/tdgh- feb/Arthur%252520Blank.jpg&w=349&h=432&ei=VdKlULbvCZDi8gSdoIDQDg&zoom=1&iact=rc&dur=6&sig=117975109590106194646&page=1&tbn h=145&tbnw=117&start=0&ndsp=34&ved=1t:429,r:2,s:0,i:77&tx=70&ty=151• http://www.google.com/imgres?hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=bTOctylD1swPCM:&imgrefurl=http://www.newhomessection. com/blog/the-home-depot-foundation/2009/05/06/&docid=qmUcFrMtA-UHuM&imgurl=http://www.newhomessection.com/blog/wp- content/plugins/2009/05/home-depot-founders-bernie-marcus-and-arthur-blank- 300x198.jpg&w=300&h=198&ei=7dGlUPyBFojE9gTP0YGYDQ&zoom=1&iact=rc&dur=4&sig=117975109590106194646&page=1&tbnh=145&tbnw=2 23&start=0&ndsp=30&ved=1t:429,r:20,s:0,i:136&tx=65&ty=139
  9. 9. • http://www.google.com/imgres?hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=Zc9fe5EBN72dCM:&imgrefurl=http://iwep.blogspot.com/201 0/03/threat-to-social-media-in-middle-east.html&docid=5MI_O- 7gQ8931M&imgurl=http://2.bp.blogspot.com/_AEtmu2N2rY8/S5JzpP5BXFI/AAAAAAAAAls/SSz08hYsQuw/s320/social%252Bmedia%252Bthreat%25 2Bin%252Bmiddle%252Beast.JPG&w=320&h=272&ei=I9alUL- AMIWm8ATot4HICg&zoom=1&iact=rc&dur=7&sig=117975109590106194646&page=2&tbnh=148&tbnw=174&start=27&ndsp=31&ved=1t:429,r:33, s:0,i:175&tx=96&ty=159• http://www.google.com/imgres?num=10&hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=uWBUr4t9RPsjSM:&imgrefurl=http://new.pentagra m.com/2009/07/new-work- howcast/&docid=lunrrS6Hv5btVM&imgurl=http://pentagram.com/en/Howcast_Logo_Blue.jpg&w=450&h=126&ei=ydilUJWRKIue8gTv4oCACw&zoo m=1&iact=rc&dur=5&sig=117975109590106194646&page=1&tbnh=73&tbnw=264&start=0&ndsp=25&ved=1t:429,r:3,s:0,i:97&tx=114&ty=118• http://www.google.com/imgres?hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=fiwF8zACyASC2M:&imgrefurl=http://www.tipnest.com/top- ten-cool-websites-tools-week-2/&docid=R34-UFkj5RLEHM&imgurl=http://www.tipnest.com/wp-content/uploads/2012/09/5-min- video.jpg&w=225&h=225&ei=N9mlUPHQKJHe8ATktYGgAg&zoom=1&iact=rc&dur=3&sig=117975109590106194646&page=2&tbnh=136&tbnw=136 &start=30&ndsp=30&ved=1t:429,r:45,s:0,i:211&tx=61&ty=133• http://www.google.com/imgres?um=1&hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=LZDIZmNnknEV4M:&imgrefurl=http://hollywoodjuicer. blogspot.com/2010_04_01_archive.html&docid=kALKGXnrNL4WTM&imgurl=http://1.bp.blogspot.com/_9lwfCyqtFNA/S89jtFtH5yI/AAAAAAAAAYY/e VaDw_2XOR8/s1600/Home%252BDepot.jpg&w=354&h=351&ei=J9ulULb4L5GI9gSulYAI&zoom=1&iact=rc&dur=581&sig=117975109590106194646 &page=1&tbnh=136&tbnw=138&start=0&ndsp=28&ved=1t:429,r:2,s:0,i:77&tx=46&ty=146• http://www.google.com/imgres?num=10&hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=P6ea_HLekbxHOM:&imgrefurl=http://mashable.co m/2011/05/09/connect-with-mashable/&docid=YGfogSbz9JlbjM&imgurl=http://4.mshcdn.com/wp- content/uploads/2011/05/mashable_crowd_360x225.png&w=360&h=225&ei=6dulUKiMKY6w8ATzsIGwDg&zoom=1&iact=hc&vpx=213&vpy=367& dur=3777&hovh=138&hovw=221&tx=109&ty=170&sig=117975109590106194646&page=1&tbnh=138&tbnw=221&start=0&ndsp=23&ved=1t:429,r :6,s:0,i:130• http://www.google.com/imgres?hl=en&tbo=d&biw=1280&bih=829&tbm=isch&tbnid=- mSbl4bvXcq71M:&imgrefurl=http://www.ciyoudixonlaw.com/family-law/divorce/the-threat-of-social-media-in- divorce/&docid=tAstl7eRg0SsSM&imgurl=http://ciyoudixonlaw.com/wp-content/uploads/2011/06/The-Threat-Of-Social-Media-in-Divorce- 300x297.jpg&w=300&h=297&ei=I9alUL- AMIWm8ATot4HICg&zoom=1&iact=rc&dur=4&sig=117975109590106194646&page=1&tbnh=153&tbnw=155&start=0&ndsp=27&ved=1t:429,r:3,s: 0,i:80&tx=72&ty=174

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