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Staying Agile in Social Media to Inspire Consumers - DRS Chicago, June 2015

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

Published in: Social Media, Marketing
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Staying Agile in Social Media to Inspire Consumers - DRS Chicago, June 2015

  1. 1. June 2, 2015 Staying Agile in Social Media to Inspire Consumers James Sandora , Global Director - Digital Strategy & Integration
  2. 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. 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. 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. 5. June 2, 2015 Brand framework in action innovation education design interiors fashion
  6. 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

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