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BRAND STORYTELLING THROUGH INFLUENCER CONTENT
11/01/2013
@KevinMGreen

@ScottMonty @Glidden_Paint @SMACorg
#SMACWebinar
#S...
Introducing our Speakers
KEVIN GREEN, SVP, GLOBAL DIGITAL STRATEGY
DIGITAL INFLUENCE GROUP/RACEPOINT GROUP
@KEVINMGREEN

R...
The Evolution of Influencers

WISDOM OF CROWDS

TALENT OF CROWDS

OPPORTUNITY & INSIGHT

COLLABORATION

INDEPENDENT

ENABL...
4

4
• Target slide

5

5
OUR GOAL:
Give her support and

guidance to get to

colorful results

she’ll

love – create a

friendly, non-intimidating ...
Owned Property
Influencers as Publishing
Partners

Distributed Content &
Experiences

Owned Social Channels

Traditional M...
The Colortopia Team

8

8
9

9
10

10
Bloggers as Distribution Partners

11

11
Bloggers as Distribution Partners

12

12
Integration with Traditional Media

13

13
Results Highlights

50 million+ exposures to My Colortopia
1 million+ minutes spent interacting with content
100K+ quiz an...
````

Ford Motor Company:
How Content Fuels Social
And Builds Trust
15
Why do people share content?
To share interesting things (61%)
To share important things (43%)
To share something funny (4...
17
Focus Doug
Speak the customer’s
language
Self-aware
Committed to entertain

18
“If you wish to persuade me,
you must think my thoughts,
feel my feelings and
speak my words.”
19
20
Working with influencers

21
Fiesta Movement
100 Participants
Unique missions
Documented
on Social Media

22
A Question
of Trust

23
Working with influencer Devin Supertramp

24
An extension of #AndIsBetter

Print, TV, digital
25

Social andisbetter.tumblr.com
#OneTankAdventure – highlighting MPG

27
Now it’s your turn

28
29
30
31
32
33
What’s next

34
35
36
37
Go Further

38
Questions?

Send your questions to
#SMACWebinar

39

#SMACWebinar
Thank you for attending!
SMAC members are groundbreakers, entrepreneurs and
thought leaders. This community fosters an env...
Brand Storytelling through Influencer Content: Webinar with Ford & Glidden Paint
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Brand Storytelling through Influencer Content: Webinar with Ford & Glidden Paint

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On Nov. 1, 2013, Racepoint Group and the Social Media Advertising Consortium (SMAC) hosted a webinar discussing the use of influencers in marketing efforts and telling a brand story. Speakers included Scott Monty of Ford, Renee Entinghe of Glidden Paint and Racepoint SVP Kevin Green (moderator).

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Brand Storytelling through Influencer Content: Webinar with Ford & Glidden Paint

  1. 1. BRAND STORYTELLING THROUGH INFLUENCER CONTENT 11/01/2013 @KevinMGreen @ScottMonty @Glidden_Paint @SMACorg #SMACWebinar #SMACWebinar
  2. 2. Introducing our Speakers KEVIN GREEN, SVP, GLOBAL DIGITAL STRATEGY DIGITAL INFLUENCE GROUP/RACEPOINT GROUP @KEVINMGREEN RENEE ENTINGHE, DIRECTOR, END USER INSIGHT AND SOCIAL MEDIA STRATEGY PPG/GLIDDEN PAINT @GLIDDEN_PAINT SCOTT MONTY, FORD MOTOR COMPANY @SCOTTMONTY 2 #SMACWebinar
  3. 3. The Evolution of Influencers WISDOM OF CROWDS TALENT OF CROWDS OPPORTUNITY & INSIGHT COLLABORATION INDEPENDENT ENABLED BRANDS ON THE FRINGE 3 BRANDS AT THE CENTER #SMACWebinar
  4. 4. 4 4
  5. 5. • Target slide 5 5
  6. 6. OUR GOAL: Give her support and guidance to get to colorful results she’ll love – create a friendly, non-intimidating environment with trusted voices, encouragement, and helpful tools. Allow her to create her own 6 Glidden brand story. 6
  7. 7. Owned Property Influencers as Publishing Partners Distributed Content & Experiences Owned Social Channels Traditional Media Integration 7 Retail Extension 7
  8. 8. The Colortopia Team 8 8
  9. 9. 9 9
  10. 10. 10 10
  11. 11. Bloggers as Distribution Partners 11 11
  12. 12. Bloggers as Distribution Partners 12 12
  13. 13. Integration with Traditional Media 13 13
  14. 14. Results Highlights 50 million+ exposures to My Colortopia 1 million+ minutes spent interacting with content 100K+ quiz and tool interactions 3,700 color palettes saved Visitors to MyColortopia.com are 70%+ more likely to consider purchasing Glidden Paint for a future project 14 14
  15. 15. ```` Ford Motor Company: How Content Fuels Social And Builds Trust 15
  16. 16. Why do people share content? To share interesting things (61%) To share important things (43%) To share something funny (43%) To let others know what I believe in and who I really am (37%) 16
  17. 17. 17
  18. 18. Focus Doug Speak the customer’s language Self-aware Committed to entertain 18
  19. 19. “If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.” 19
  20. 20. 20
  21. 21. Working with influencers 21
  22. 22. Fiesta Movement 100 Participants Unique missions Documented on Social Media 22
  23. 23. A Question of Trust 23
  24. 24. Working with influencer Devin Supertramp 24
  25. 25. An extension of #AndIsBetter Print, TV, digital 25 Social andisbetter.tumblr.com
  26. 26. #OneTankAdventure – highlighting MPG 27
  27. 27. Now it’s your turn 28
  28. 28. 29
  29. 29. 30
  30. 30. 31
  31. 31. 32
  32. 32. 33
  33. 33. What’s next 34
  34. 34. 35
  35. 35. 36
  36. 36. 37
  37. 37. Go Further 38
  38. 38. Questions? Send your questions to #SMACWebinar 39 #SMACWebinar
  39. 39. Thank you for attending! SMAC members are groundbreakers, entrepreneurs and thought leaders. This community fosters an environment of innovation and expertise in social media, with an emphasis on new business opportunities, knowledge and creating business relationships for brands, agencies, technology and media partners. For information on becoming a member company, the SMACForward Blog or future events please visit us at www. smac.org or @SMACorg.

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