James Sandora from Kohler's presentation from Digiday Retail Summit in Chicago - June 8, 2015.

1. June 2, 2015
Staying Agile in Social Media to Inspire Consumers
James Sandora , Global Director - Digital Strategy & Integration

2. June 2, 2015
Content Disruption
CONTENT : led by
media
COMMERCE : led by
distributors
COMMUNITY : led by
brand
CONTENT : led by
digital
COMMERCE : led
eCommerce
COMMUNITY : led by
platform
(+)

3. June 2, 2015
Hyper Connected Consumer = Hyper Loyal Consumer
The consumer associates with
others (brands included) to
filter their fragmented social
environment; and consume the
content and interactions they
care about most.
People/Brands/Orgs create
exceptional content and
interactions in order to
engage with others; these
interactions satisfy current
loyalists, and create new
loyalists.Listen and analyze for
business insights
Measure impact of
interactions and iterate.
Content Creators
73% of consumers trust brands with personal
data when it is used to make shopping
experiences more relevant.

4. June 2, 2015
Shift your focus from respond to everything to respond to the things that
matter
design tech innovation
interiors
fashion
invention
application
education
enviorment
Curate your listening approach based on
those topics that are most relevant to your
brand.
!
Identify internal ‘champions’ that can help
drive the conversation within each brand
pillar.
!
Let the topic relevancy drive the conversation
rather than using your brand messaging to
drive the topic.

5. June 2, 2015
Brand framework in action
innovation
education
design
interiors
fashion

6. June 2, 2015
Lessons
Being agile is not a strategy; rather, a strategy enables
you to be agile
Ask your team what have they chosen to not respond to
as often as you ask what they have
Identify organizational champions; keep them updated
to keep them close