CORDELL LAWRENCE- JACK DANIEL’S TOM TROJA - SOCIAL SYMPHONY
JDTW Facebook Publishing/Post Engagement Rate3.00%                  Early Facebook Engagement with JDTW2.00%1.00%0.00%    ...
JDTW Facebook Publishing/Post Engagement Rate8.00%                   Social Archetyping Strategy Fully Engaged7.00%6.00%5....
JDTW Facebook Publishing/Post Engagement Rate8.00%      Wrap-up of Engagement from December ‘09 - December 12’7.00%6.00%5....
TELL STORIES
FULLY FORMING PERSONALITY TO CREATE CONVERSATION
ADDING SHORT CUTS TO MEANING ALL PEOPLE SHARE
SUPER BOWL XXXIV … who remembers?
WE ALL KNOW - ALWAYS BUILD BRAND EQUITY?                                   .008 percent engagement rateCopyright - Social ...
EVERY TOUCH POINT IS A BRAND EXPERIENCE?                               .006 percent engagement rateCopyright - Social Symp...
MAKING MEANING– EVERY MOMENT MATTERS?                               .002 percent engagement rateCopyright - Social Symphon...
MAKING MEANINGFUL CONNECTION EVERYDAY           – The New Social Storytelling   • Little pieces of stories. Digital notes....
SO… HOW DO WE CONNECT IN SOCIAL?         Archetypal marketing assumes peoples unfulfilled yearnings         lead them to r...
MULTIPLE ARCHETYPES                                   HOOK OUR ASPIRATIONS                                   THE LOVER    ...
PEOPLE REVEAL THEMSELVES TO OTHER PEOPLE                                                  OUTLAW                          ...
EXPLORER                       LOVER                      OUTLAW                        SAGECopyright - Social Symphony 20...
WHAT ARE YOU GOING TO SAY TODAY?                        • Talk like a person… Archetypes Humanize                         ...
Copyright - Social Symphony 2010   CONFIDENTIAL
Copyright - Social Symphony 2010   CONFIDENTIAL
CONFIDENTIAL
MULTI DIMENSIONAL ARCHETYPES GROUNDED        IN ROOTS OF JACK DANIELS
JD HAS OVER 2200+ POWERFUL POSTS                                             AND GROWING                                  ...
ENGAGEMENTRATE                JD BUILT ON A SOLID FOUNDATION DECEMBER                 GETTING SMARTER AND BETTER EVERYDAY ...
Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story
Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story
Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story
Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story
Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story
Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story
Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story
Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story
Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story
Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story
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Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story

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Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story

  1. 1. CORDELL LAWRENCE- JACK DANIEL’S TOM TROJA - SOCIAL SYMPHONY
  2. 2. JDTW Facebook Publishing/Post Engagement Rate3.00% Early Facebook Engagement with JDTW2.00%1.00%0.00% Note: JDTW FB Page Went Live: August 2009 Engagement Rate Was Tracked Beginning in December 2009
  3. 3. JDTW Facebook Publishing/Post Engagement Rate8.00% Social Archetyping Strategy Fully Engaged7.00%6.00%5.00%4.00%3.00%2.00%1.00%0.00%September 12 October 12 November 12 December 12 Note: JDTW FB Page Went Live: August 2009 Engagement Rate Was Tracked Beginning in December 2009
  4. 4. JDTW Facebook Publishing/Post Engagement Rate8.00% Wrap-up of Engagement from December ‘09 - December 12’7.00%6.00%5.00%4.00%3.00%2.00%1.00%0.00% Note: JDTW FB Page Went Live: August 2009 Engagement Rate Was Tracked Beginning in December 2009
  5. 5. TELL STORIES
  6. 6. FULLY FORMING PERSONALITY TO CREATE CONVERSATION
  7. 7. ADDING SHORT CUTS TO MEANING ALL PEOPLE SHARE
  8. 8. SUPER BOWL XXXIV … who remembers?
  9. 9. WE ALL KNOW - ALWAYS BUILD BRAND EQUITY? .008 percent engagement rateCopyright - Social Symphony 2010 CONFIDENTIAL
  10. 10. EVERY TOUCH POINT IS A BRAND EXPERIENCE? .006 percent engagement rateCopyright - Social Symphony 2010 CONFIDENTIAL
  11. 11. MAKING MEANING– EVERY MOMENT MATTERS? .002 percent engagement rateCopyright - Social Symphony 2010 CONFIDENTIAL
  12. 12. MAKING MEANINGFUL CONNECTION EVERYDAY – The New Social Storytelling • Little pieces of stories. Digital notes. Every day. All linking to your core. • All related. All aligned. Interesting on their own. Drawing people back.Copyright - Social Symphony 2010 CONFIDENTIAL
  13. 13. SO… HOW DO WE CONNECT IN SOCIAL? Archetypal marketing assumes peoples unfulfilled yearnings lead them to respond on a deeper level to what is missingCopyright - Social Symphony 2010 CONFIDENTIAL
  14. 14. MULTIPLE ARCHETYPES HOOK OUR ASPIRATIONS THE LOVER THE OUTLAW THE SAGE THE MAGICIANCopyright - Social Symphony 2010 CONFIDENTIAL THE HERO
  15. 15. PEOPLE REVEAL THEMSELVES TO OTHER PEOPLE OUTLAW LOVER OUTLAW HERO EXPLORER HEROCopyright - Social Symphony 2010 CONFIDENTIAL LOVER
  16. 16. EXPLORER LOVER OUTLAW SAGECopyright - Social Symphony 2010 CONFIDENTIAL HERO
  17. 17. WHAT ARE YOU GOING TO SAY TODAY? • Talk like a person… Archetypes Humanize – Short cut… to what things mean • Fully form – articulate personality – grounded in essence of brandCopyright - Social Symphony 2010 CONFIDENTIAL
  18. 18. Copyright - Social Symphony 2010 CONFIDENTIAL
  19. 19. Copyright - Social Symphony 2010 CONFIDENTIAL
  20. 20. CONFIDENTIAL
  21. 21. MULTI DIMENSIONAL ARCHETYPES GROUNDED IN ROOTS OF JACK DANIELS
  22. 22. JD HAS OVER 2200+ POWERFUL POSTS AND GROWING CONFIDENTIALCopyright - Social Symphony 2010
  23. 23. ENGAGEMENTRATE JD BUILT ON A SOLID FOUNDATION DECEMBER GETTING SMARTER AND BETTER EVERYDAY 20128.00%7.00%6.00%5.00% eMarketer4.00% Study Ends Social3.00% Archetyping™2.00% Begins1.00%0.00% Note: JDTW FB Page Went Live: August 2009 Engagement Rate Was Tracked Beginning in December 2009

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