In his BlogWell Atlanta case study presentation, "Social Media from a Multi-Brand Perspective," Newell Rubbermaid's VP, E-Business & Interactive Marketing, Bert DuMars, covered how the company is using different social media approaches across its many brands. Bert's case study includes advice on how to approach multi-brand social media as an eco-system, how to test small ideas and then scale them up, and how to ask your fans for suggestions on how to better participate in social media. --- BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/blogwell/ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: http://gaspedal.com and http://socialmedia.org

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2. Newell Rubbermaid Social Web Strategy
Across Multiple Brands
Blogwell Atlanta 2009
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Bert DuMars, VP E-Business & Interactive Marketing
November 10, 2009

3. Agenda
» Newell Rubbermaid Social Media Marketing Strategy
» Graco Baby
» Rubbermaid
» Sharpie
» Key Takeaways
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4. Social Media Marketing Strategy
» Test and Learn
» Immerse Ourselves
» Think in terms of Ecosystems
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▪ How does everything fit together?
» Scale What Works
» Understand when and where to monetize
» Have Some Fun Along The Way
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5. Graco Baby From The Heart
» Objective: Humanize The Brand, Increase Positive Brand
Perception
▪ Develop a lifestyle and emotional branded experience
▪ Increase new moms & dads preference for Graco Baby products
▪ Increase positive word-of-mouth
» Strategy: Showcase Real Graco Baby Employees
▪ Show Consumers we are parents too and that we deeply care about the quality
and safety of our products – our kids use our products
▪ F
Focus on parenting not product
ti t d t
» Tactics:
▪ Reach out to moms, comment on their blogs, have as much face time as
possible, develop Graco Baby Ambassadors
▪ Invite, talk, engage and embrace around issues that affect moms and dads
everyday
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6. Graco Baby From The Heart
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7. Rubbermaid Adventures In Organization
» Objective: Increase Awareness of Rubbermaid Organization
Solutions
▪ Consumers have high awareness of Rubbermaid brand, but not
organization solutions
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» Strategy: Engage With Professional Organizers & DIY Homeowners
▪ Reposition Rubbermaid brand around organization product portfolio and
variety of ways to inexpensively organize their home
▪ Integrate social media and mass media tactics that leverage multiple
consumer touchpoints extending the reach of the campaign
▪ Engage with National Association of Professional Organizers (NAPO)
» Tactics:
▪ Integrate social media features into Rubbermaid.com
▪ Show Before & After videos and photos that inspire use
▪ Showcase professional organizer and consumer organization success
stories
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8. Rubbermaid Adventures In Organization
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9. Sharpie Uncapped: The Plan
» Objective: Increase buy-rate
▪ Consumers buying once every two years
▪ B more Sharpies more often
Buy Sh i ft
» Strategy: Inspire creative use
▪ Consumers are unaware of product portfolio and variety of
ways to use Sharpies
» Tactic:
▪ Show inspiring ways to use Sharpies
▪ Showcase and celebrate Sharpie fans and the range of
innovative Sharpie creations
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10. The Interactivity of Social Dialog with
Customers: Sharpie Ecosystem
Blogs
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11. Sharpieuncapped.com
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12. Social Media creates for Sharpie
http://blog.sharpie.com
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13. Sharpie Creations: Lamborghini Gallardo
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14. Sharpie Creations – Infinite Creativity
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15. Social Media Marketing Strategy Across Multiple
Brands Takeaways
» Focus on your Customer Target
» Set Clear Goals and Objectives
» Measure before, during and after you engage
» Immerse yourself to better understand the ecosystem,
culture and potential uses
» Integrate with overall marketing plan, but understand
Social Media is a long-term commitment
» Based on Above – select tools and services that reach
and engage your customer target
» Finally - Social Media is about people engaging with
p p
people – not robots – Show You Care
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16. Social Media Marketing – What Not To Do
February 1, 2009
http://www.dilbert.com/strips/comic/2009-02-01/
http://www dilbert com/strips/comic/2009 02 01/
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17. Any Questions?
» Bert DuMars, Vice President E-Business & Interactive
Marketing, Newell Rubbermaid
▪ Corporate W b it htt //
C t Website: http://www.newellrubbermaid.com
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▪ Twitter: http://twitter.com/bwdumars
▪ Facebook: http://www.facebook.com/BertDuMars
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▪ LinkedIn: http://www.linkedin.com/in/dumars
▪ Personal Blog: http://www.socialmediaecosystem.com
▪ E-Mail: bert.dumars@newellco.com
@
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