S. C. Johnson Final Presentation

5. KEYWORDS • Glade: • Best Scent • Glade Air Effects • Clean Air • Air Freshener • • Best Smelling Candles Windex: • Window Cleaner • Clean Windows • Best Window Cleaner • Multi-Surface Cleaner

6. SEO • Keywords • Using Product & Purpose • Important to Campaign “Mutli- Purpose Cleaner”

7. SOCIAL MEDIA • Twitter • #Hashtags • Pinterest • Tweets • Facebook • Posts, Status • Video/ Picture

8. BLOGGING • Benefits SEO • Link with Social Media • Advertising

9. BLOGGER RELATIONSHIPS • Benefits SEO • Increased Traffic • Reach Target Audiences

10. BUDGET • Major Media Advertising • $359.4 million last year • Ad Spending • $157 million in first half of 2010

Editor's Notes

My client, S. C. Johnson & Son, is a company that supplies many different types of products to consumers such as, Windex, Scrubbing Bubbles, Off!, Pledge, Raid, Shout, Ziploc, and many more.
With the main idea being “It’s a Family Thing” because the company focuses themselves on being a family company. Their various products, for example Windex and glade, should be aiming at a family feel. S. C. Johnson has many different types of products/ brands such as: Home Cleaning, Air Care, Pest Control, Home Storage, and Auto Care.
They are a company that focuses mostly on targeting families. The company’s site even has a “Family” tab on its home page, and it is even expressed under its name, “A Family Company”. One of their Ad campaigns can be “it’s a family thing”, and it can be said after every commercial of a product that they own, as a way to let the message sink in to the family people who they are targeting. By having advertisements and messages with families about families, it makes people comfortable and many “family people” that are their target consumers such as, mothers, fathers, college students, single folks who clean, etc. Show many photos of families using or enjoying the benefits of S. C. Johnson’s products/ brands.
According to the Cole/ Mehraban text, The Google Display Network should be the first stop when wanting to learn about using this tool. This page of the Google Adwords site had a link to a video tutorial on how to use the different advertising styles and the benefits of display advertising. It has a step by step guide that walks you through the process of creating a new campaign...and measuring your performance (pg 204). This site was very helpful in allowing me to understand how AdWords works and some background information about it. Another helpful site that gave me some information about AdWords, was when i searched "Typing in 15 tips for adwords beginners" which was a suggestion in the text on pg. 205. To measure if the performance is a success will be determined if there is an increase in value of customers, and an increase in income to the company from the campaign.
The company should use keywords to help create a good advertisement. For example, some keywords for Home Cleaning would focus on one of the brands such as Windex. The keywords would be: Windex, Window Cleaner, Clean Windows, Touch-Up Cleaner, Best Window Cleaner, Shiniest Windows, Multi-Surface Cleaner, etc. Another example of creating adwords for brands of this company would be keywords for Glade: Best Scent, Glade Candles, Glade Air Effects, Clean Air, Air Freshner, Fresh Air, Fresh Scented Candles, Best Smelling Candles, Best Smelling Air Spray, etc. You choose keywords based on what potential customers would search for, for example i want a good smelling candle so i search "Best smelling candle" and glade will pop up.
When companies utilize and implement Search Engine Optimization, SEO, it significantly benefits their advertising campaign. By using keywords and phrases, S. C. Johnson can create a solid advertising campaign. An example of a good ad would be, for example, Windex: " Windex Multi-Purpose cleaner cleans up messes and kills 99% of bacteria on surface" or "Windex Multi-Purpose Cleaner always creates the cleanest windows with a Streak- Free Shine, Everytime". An Example for Glade would be: “Glade Air Freshener can allow you to escape from the cooking, pet, and bathroom odors in your home and create a fresh clean smelling environment for you and your family" or "With Glade Scented Candles, you can create amazing aromas that leave your home smelling great". Effective ad's have the product and purpose in the ad, along with keywords for example: "family, you, home, amazing, aromas, smelling, odors, fresh, clean, cleaner, and the companies product names.
Most everyday consumers, especially families, use social media sites such as Facebook, Twitter, Pinterest, etc. David Meerman Scott says in his text, “The New Rules of Marketing & PR” that “social media is a cocktail party”, and this is true because the various social media sites are the places people congregate to have fun (pg.57). Since millions of people are visiting these sites daily, it is the perfect tool to use for advertising of products and services, and for starting new campaigns. After S. C. Johnson creates these accounts, the company should import all their contacts, friends from Facebook, followers from Twitter and Pinterest, to each of the company’s profile pages for each site so that they can have many people view their pages. By doing so, many people, friends, people who are apart of the company, etc. will be able to see advertisements, statuses, pictures, and any information the company wants to share on each of the different sites. This is a great way of advertising, and a perfect way to alert the public of new campaigns for their products and brands. The more viral the campaign gets, the more likely the campaign will be successful. By using hashtags in tweets and facebook posts, the company can gain traffic for example.
These various social media sites are even better, when optimized through blog posts as well. S. C. Johnson can get their new campaign successful by creating a blog and also by getting popular bloggers to mention your products. While reading Chapter 8 in the Cole/Mehraban text it discussed the importance of people in PR to reach out to bloggers to allow the organization to grow by getting more views and getting the new campaign of the company out to the public. By having a blog it can gain more awareness to the site and company itself. Also bloggers and help advertise the group, etc. By blogging about this topic, it can increase its SEO gain traffic for the company’s site on Facebook.
On page 169 it said to search in Google “How to effectively build relationships with bloggers”, which led me to find an article on search engine journal that discussed why and how to gain a relationship with a blogger, or forming a blog on your own. This article discusses how to begin building a relationship and more and it was very helpful to allow me to pitch a blogger to cover my page. S. C. Johnson should target bloggers who post about topics that relate to cleaning, home goods, family, homes, etc. Then they can create a relationship with the blogger by contacting them and gaining support. According to the article on search engine journal, creating relationships with bloggers might take some time, but will allow the campaign to yield more traffic, which is extremely important. They should also follow up with the bloggers they contact to make sure they know that most of the work is done and it will be easy for them to blog about. Bloggers are very busy with their own topics, so its good to have my topics very organized so that it will not create a lot of work for the blogger. By completing these steps, S. C. Johnson should be able to have at least a few relationships with bloggers to help promote and gain traffic for their campaign.
S. C. Johnson has stated that they want to focus their efforts on their “green” advertising. They have many products that are said to be healthier for the environment and by advertising this increase their sales. According to an article in the New York Times, S. C. Johnson spent $359.4 million to advertise in major media last year, according to the Kantar Media unit of WPP (Elliot, New York Times). Ad spending totaled $157 million in the first half of 2010, Kantar also reported.http://www.nytimes.com/2010/11/24/business/media/24adco.html?_r=0

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Editor's Notes