Social Media Strategy and Tactics Across Multiple Brands


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Social Media Strategy and Tactics Across Multiple Brands – How Content Is Critical To Success - Presented to Atlanta Content Strategy Group on March 3, 2010. Includes discussion of Newell Rubbermaid's Graco Baby, Rubbermaid and Sharpie brands.

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  • This is very helpful as was his preso at SxSW.
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  • Thanks for sharing from the inside.... I am dealing with products within an ecosystem not Brands like you..helpful thanks Love your Sharpie- How to write green- I need to see if we can take the green off the walls with our Green Products....those kids they are something. Love the Upcycle of that product...
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  • Bert: The goal of our interactive advertising programs and social media campaigns is create buzz, community and nurture relationships with customers and stoke their interest in our brands. Most times, the social campaign drives visitors to the website where we can provide more information, such as what colors Sharpies come in, and where you can buy them, and what you can do with them. The Sharpie web site is product-focused The Sharpie Uncapped website is microsite to create community We use blogs to highlight talent and ideas Let’s talk about the Sharpie Uncapped campaign to illustrate the interplay of our digital communications and how we measure their success.
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  • Social Media Strategy and Tactics Across Multiple Brands

    1. 1. Social Media Strategy and Tactics Across Multiple Brands – How Content Is Critical To Success Atlanta Content Strategy Meeting
    2. 2. Home & Family - Culinary Lifestyles - Décor - Beauty & Style - Baby & Parenting Essentials - Rubbermaid Food & Home 5 Global Business Units:
    3. 3. Office Products 4 Global Business Units: - Technology - Everyday Writing & Coloring - Fine Writing & Luxury Accessories - Markers, Highlighters, Art & Office Organization
    4. 4. Tools, Hardware & Commercial Products - Industrial Products & Services - Commercial Products - Construction Tools & Accessories - Hardware 4 Global Business Units:
    5. 5. 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>
    6. 6. 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> </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> </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> </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> </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> </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> </li></ul></ul></ul>
    7. 7. 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>
    8. 8. 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>
    9. 9. The Social Engagement Spectrum
    10. 10. The Social Engagement Spectrum
    11. 11. Check Out – 35 Great Social Media Infographics <ul><li> </li></ul>
    12. 12. 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>
    13. 13. Graco Baby From The Heart
    14. 14. 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 </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>
    15. 15. Rubbermaid Adventures In Organization
    16. 16. The Interactivity of Social Dialog with Customers: Sharpie Ecosystem Blogs
    17. 17. 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>
    18. 18. 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>
    19. 19.
    20. 20.
    21. 21. Social Media creates for Sharpie
    22. 22. Sharpie Creations: Lamborghini Gallardo
    23. 23. Sharpie Creations – Infinite Creativity
    24. 24. GeorgeDearing Some pub for @ bwdumars & @ sharpiesusan & Co.-&quot;Sharpie's Out 2 Prove It's More Than A School Supply&quot; #newellrubbermaid 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 - DIYSara @sharpiesusan 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
    25. 25. 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>
    26. 26. Social Media Marketing – What Not To Do February 1, 2009
    27. 27. A Good Philosophy To Consider “ Make Something Work. Then Make It Work Better.” Dr. Scott Shamp Director, New Media Institute University of Georgia
    28. 28. http://
    29. 29. Any Questions? <ul><li>Bert DuMars, Vice President E-Business & Interactive Marketing, Newell Rubbermaid </li></ul><ul><ul><li>Twitter: </li></ul></ul><ul><ul><li>Facebook: http:// </li></ul></ul><ul><ul><li>LinkedIn: </li></ul></ul><ul><ul><li>Personal Blog: </li></ul></ul><ul><ul><li>Corporate Website: </li></ul></ul>