The document discusses an organization's shift toward greater use of social media across four fronts: marketing, service, public relations, and internal communication. It outlines opportunities for social media engagement, including building brand awareness through forums and blogs, improving customer service and understanding through photo sharing and reviews, and strengthening the brand by participating on sites like Facebook and Twitter.

1. Out With the Old In With the New! Operational Shifts From Social Media 9/2/09

2. Ed Billmaier – 15 Years Sr. Director, Relationship & Interactive Marketing Over $3 B sales per year

3. We Have Very Passionate Consumers!

4. Passionate About Gardening and Lawn Care

5. And Passionate About Other Things… With waaaay too much time on their hands…

6. Social media offers… User Benefits Product Knowledge Through Forums, Blogs Projects, Tips, Inspiration Problem Solving Pride Entertainment Community Building Social Status, Networking, Friends Company Benefits Brand Strength Sales Growth Awareness drives comprehension drives purchases Consumer Data Information Insights Word-of-Mouth Awareness Industry Authority

7. Scotts is Pursuing Social Media on 4 Fronts Marketing * Build brand awareness and engagement Service * Proactive and reactive relationship building Public Relations Social media storm / monitoring Internal Communication Engage associates and improve communication

8. Social media section of the site

9. Connect

10. Forums Opportunities: Recognize most engaged consumers and incentivize participation

11. Blogs Opportunities: Extend reach beyond site Improve Consumer understanding

12. Photo Sharing Opportunities : Integrate photo sharing with brand promotions and positioning

13. Ratings and Reviews Opportunities: Improved engagement of brand teams Rapid Application of insights

14. facebook Opportunity: Could we own a focus of passion instead of just our brand? Why friend a product?

15. Consumer Service Passive Service Respond to contacts on company sites Respond to contacts on external sites owned by Scotts Active Service Proactively search for question on external sites about our brands and respond Proactively search for question in the category on external sites and respond

16. Passive Service - Twitter Opportunities: Understand level of commitment needed What is the exit strategy?

17. Active Service - Amazon Opportunity: Better leverage tools to identify opportunities to engage the consumer Integrate social media with contact management tools