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Social Media Strategy and Tactics Across Multiple Brands – How Content Is Critical To Success Atlanta Content Strategy Meeting

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Home & Family - Culinary Lifestyles - Décor - Beauty & Style - Baby & Parenting Essentials - Rubbermaid Food & Home 5 Global Business Units:

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Office Products 4 Global Business Units: - Technology - Everyday Writing & Coloring - Fine Writing & Luxury Accessories - Markers, Highlighters, Art & Office Organization

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Tools, Hardware & Commercial Products - Industrial Products & Services - Commercial Products - Construction Tools & Accessories - Hardware 4 Global Business Units:

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Before We Begin – Web Ecosystem Numbers To Consider <ul><li>1+ Billion per Day </li></ul><ul><li>21 Hours per Minute </li></ul><ul><li>50 Million per Day </li></ul><ul><li>10.3+ Billion </li></ul><ul><li>1.734 Billion </li></ul><ul><li>3.5 Billion per week </li></ul>

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Before We Begin – Web Ecosystem Numbers To Consider <ul><li>1+ Billion per Day </li></ul><ul><ul><li>Number of YouTube videos viewed each day </li></ul></ul><ul><ul><ul><li>http://youtube-global.blogspot.com/2009/10/y000000000utube.html </li></ul></ul></ul><ul><li>21 Hours per Minute </li></ul><ul><ul><li>Hours of video uploaded every minute to YouTube </li></ul></ul><ul><ul><ul><li>http://youtube-global.blogspot.com/2009/05/zoinks-20-hours-of-video-uploaded-every_20.html </li></ul></ul></ul><ul><li>50 Million per Day </li></ul><ul><ul><li>Total number of Tweets per day – February, 2010 </li></ul></ul><ul><ul><ul><li>http://blog.twitter.com/2010/02/measuring-tweets.html </li></ul></ul></ul><ul><li>10.3+ Billion </li></ul><ul><ul><li>Total number of Tweets since Twitter launched </li></ul></ul><ul><ul><ul><li>http://popacular.com/gigatweet/ </li></ul></ul></ul><ul><li>1.734 Billion out of 6.76 Billion World Population = 25.6% Penetration </li></ul><ul><ul><li>Total number of Internet users globally </li></ul></ul><ul><ul><ul><li>http://www.internetworldstats.com/stats.htm </li></ul></ul></ul><ul><li>3.5 Billion per week </li></ul><ul><ul><li>Pieces of Content (links, photos, stories, blog posts, etc.) shared per week on Facebook </li></ul></ul><ul><ul><ul><li>http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited </li></ul></ul></ul>

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Social Media Marketing Strategy <ul><li>Test and Learn </li></ul><ul><li>Immerse Ourselves </li></ul><ul><li>Think in terms of Ecosystems </li></ul><ul><ul><li>How does everything fit together? </li></ul></ul><ul><li>Scale What Works </li></ul><ul><li>Understand when and where to monetize </li></ul><ul><li>Have Some Fun Along The Way </li></ul>

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Content Strategy & Social Web Marketing <ul><li>Focus on Relationship First </li></ul><ul><li>Content and Conversation Become One </li></ul><ul><ul><li>Move from Publishing to Sharing </li></ul></ul><ul><li>Share content that shows you care </li></ul><ul><li>Share content that your customers value </li></ul><ul><li>Use as much video and photography as possible </li></ul><ul><li>The web is driven by search – when defining your content strategy, forget this at your peril!! </li></ul>

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The Social Engagement Spectrum

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The Social Engagement Spectrum

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Check Out – 35 Great Social Media Infographics <ul><li>http://www.pamorama.net/2010/03/03/35-great-social-media-infographics/ </li></ul>

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Graco Baby From The Heart <ul><li>Objective: Humanize The Brand, Increase Positive Brand Perception </li></ul><ul><ul><li>Develop a lifestyle and emotional branded experience </li></ul></ul><ul><ul><li>Increase new moms & dads preference for Graco Baby products </li></ul></ul><ul><ul><li>Increase positive word-of-mouth </li></ul></ul><ul><li>Strategy: Showcase Real Graco Baby Employees </li></ul><ul><ul><li>Show Consumers we are parents too and that we deeply care about the quality and safety of our products – our kids use our products </li></ul></ul><ul><ul><li>Focus on parenting not product </li></ul></ul><ul><li>Tactics: </li></ul><ul><ul><li>Reach out to moms, comment on their blogs, have as much face time as possible, develop Graco Baby Ambassadors </li></ul></ul><ul><ul><li>Invite, talk, engage and embrace around issues that affect moms and dads everyday </li></ul></ul>

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Graco Baby From The Heart

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Rubbermaid Adventures In Organization <ul><li>Objective: Increase Awareness of Rubbermaid Organization Solutions </li></ul><ul><ul><li>Consumers have high awareness of Rubbermaid brand, but not organization solutions </li></ul></ul><ul><li>Strategy: Engage With Professional Organizers & DIY Homeowners </li></ul><ul><ul><li>Reposition Rubbermaid brand around organization product portfolio and variety of ways to inexpensively organize their home </li></ul></ul><ul><ul><li>Integrate social media and mass media tactics that leverage multiple consumer touchpoints extending the reach of the campaign </li></ul></ul><ul><ul><li>Engage with National Association of Professional Organizers (NAPO) </li></ul></ul><ul><li>Tactics: </li></ul><ul><ul><li>Integrate social media features into Rubbermaid.com </li></ul></ul><ul><ul><li>Show Before & After videos and photos that inspire use </li></ul></ul><ul><ul><li>Showcase professional organizer and consumer organization success stories </li></ul></ul>

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Rubbermaid Adventures In Organization

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The Interactivity of Social Dialog with Customers: Sharpie Ecosystem Blogs

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Sharpie Uncapped: The Plan <ul><li>Objective: Increase buy-rate </li></ul><ul><ul><li>Buy more Sharpies more often </li></ul></ul><ul><ul><li>Change conversation around Sharpie brand </li></ul></ul><ul><li>Strategy: Inspire creative use </li></ul><ul><ul><li>Consumers are unaware of product portfolio and variety of ways to use Sharpies </li></ul></ul><ul><li>Tactic: </li></ul><ul><ul><li>Show inspiring ways to use Sharpies </li></ul></ul><ul><ul><li>Showcase and celebrate Sharpie fans and the range of innovative Sharpie creations </li></ul></ul>

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Social Media Considerations for Sharpie <ul><li>Integrate social media strategies and tactics with overall Marketing Program </li></ul><ul><li>Carefully orchestrate, encourage, engage and embrace where appropriate </li></ul><ul><li>Why? </li></ul><ul><ul><li>Google Blog Search – 274,000+ mentions </li></ul></ul><ul><ul><li>Google Forums Search – 199,000+ mentions </li></ul></ul><ul><ul><li>Google Video Search – 11,400+ videos </li></ul></ul><ul><ul><li>Google Web Search – 2.2+ Million results </li></ul></ul><ul><ul><li>Flickr Search – 272,000+ Photos & Illustations </li></ul></ul><ul><ul><li>YouTube Search – 9500+ videos </li></ul></ul><ul><li>Don’t ruin the organic engagement and brand affinity </li></ul>

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Sharpie.com

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Sharpieuncapped.com

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Social Media creates for Sharpie

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Sharpie Creations: Lamborghini Gallardo

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Sharpie Creations – Infinite Creativity

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GeorgeDearing Some pub for @ bwdumars & @ sharpiesusan & Co.-&quot;Sharpie's Out 2 Prove It's More Than A School Supply&quot; #newellrubbermaid http://ff.im/-3TS00 amcdocumentary @ sharpiesusan flipping thru 6/15 issue of People and there I find a Sharpie ad. Which reminds me to buy new sharpies to paint my sons casts KindNotes @ sharpiesusan I didn't realize there are so many creative uses for the Sharpie. Checked out the new pen and will give it a try. ThingsMomsLike I just read up on the Sharpie Squad on your blog. Sounds very cool! Lots of firsthand love for Sharpie! GothamOrganizer @ sharpiesusan Loved the Sharpie ad in the July Real Simple! GothamOrganizer @ sharpiesusan Yes, the yin/yang sneakers ad - on 2 facing pages. So cute! RT @AdweekDotCom : Ad of the Day: Sharpie's 'Twin Tip' by Draftfcb - http://bit.ly/xUscH DIYSara @sharpiesusan http://bit.ly/XiYfj check out all the sharpie love! bill_paige @ sharpiesusan congrats on Lewis Lazare story in last Monday's Sun-Times. when R U 2 old 2 decorate ur own tennis shoes? @ sharpiesusan

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Social Media Marketing Takeaways <ul><li>Focus on your Customer Target </li></ul><ul><li>Set Clear Goals and Objectives </li></ul><ul><li>Measure before, during and after you engage </li></ul><ul><li>Immerse yourself to better understand the ecosystem, culture and potential uses </li></ul><ul><li>Integrate with overall marketing plan, but understand this is a long-term commitment </li></ul><ul><li>Based on Above – select tools and services that reach and engage your customer target </li></ul><ul><li>Social Media is all about people engaging with people – not robots </li></ul>

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Social Media Marketing – What Not To Do February 1, 2009 http://www.dilbert.com/strips/comic/2009-02-01/

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A Good Philosophy To Consider “ Make Something Work. Then Make It Work Better.” Dr. Scott Shamp Director, New Media Institute University of Georgia

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http://www.sharpie.com http://blog.sharpie.com http://www.sharpieuncapped.com http://www.rubbermaid.com http://blog.rubbermaid.com http://www.gracobaby.com http://blog.gracobaby.com http://www.readyfortheroadahead.com http:// www.mysweetpeace.com

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Any Questions? <ul><li>Bert DuMars, Vice President E-Business & Interactive Marketing, Newell Rubbermaid </li></ul><ul><ul><li>Twitter: http://twitter.com/bwdumars </li></ul></ul><ul><ul><li>Facebook: http:// www.facebook.com/BertDuMars </li></ul></ul><ul><ul><li>LinkedIn: http://www.linkedin.com/in/dumars </li></ul></ul><ul><ul><li>Personal Blog: http://www.socialmediaecosystem.com </li></ul></ul><ul><ul><li>Corporate Website: http://www.newellrubbermaid.com </li></ul></ul>