The document discusses objective-driven social media strategies for companies, emphasizing the importance of leveraging empowered consumers and content-based solutions. It provides an analysis of brand sentiment in the food storage industry, highlighting consumer preferences and experiences with products like Tupperware and Rubbermaid. Strategic recommendations for increasing share of voice and positive brand sentiment through various social media tactics are also presented.

1. 1
Objective Driven Social Media Strategies
Dane Hartzell April 27, 2010

2. 2
The New Direct Marketing Database?
4,477,606

3. 3
Social Media Premise
“Person like yourself or your peer” is
seen as the most credible spokesperson
about a company and among the top
three spokespeople in every country
surveyed.” © Annual Edelman Trust Barometer survey

4. 4
A new world.
A new model.

5. 5
Our Perspective

6. 6 6
Empowered Consumers
Empower Consumers
Solution Based
Solutions-Based
Content
People seeking
Content
answers & solutions
Traditional Brand People discover
Traditional Brand
Touchpoints product or brand
Touch-points
Third Party
Third Party
Conversations
Conversations

7. 7
Atomize Content
The present The future
Traditional brand
web site
Traditional brand
web site

8. 8
Many Companies Establishing a Social Media Presence
The Value of Social Media Report, produced by Econsultancy in
association with Online Marketing Summit Feb, 2010

9. 9
Overwhelming Platform Options
Source: Social Media Starfish; Robert Scoble and Darren Barefoot

10. 10
Process Creates Order
Define
The Business
Objective
Measure Listen
And Optimize And Learn
Social Media
Process
Execute Discern
A Strategy

11. 11
“Food Storage” Discussion Topics
March 2009 - May 2009

12. 12
“Food Storage” Channel Analysis
March - May 2009

13. 13
“Food Storage” Brand Sentiment
March - May 2009

14. 14
“Food Storage” Brand Share of Voice
March - May 2009

15. 15
“Food Storage” Brand Velocity
March - May 2009

16. 16
“Food Storage” Twitter Brand Share of Voice
March - May 2009

17. 17
“Rubbermaid Food Storage” Word Cloud
March - May 2009

18. 18
“Food Storage” Verbatims
• One of the reasons that I prefer the Sterilite containers over glass or plaster canisters is because they are
plastic which means I won’t risk nicking the jar or breaking it. I also like how they are the same size because
most of the things I have come in the same size bag from the store. If the canister is too small then I have
leftovers which mean two things to manage instead of one. I also love the fact that they are clear because then I
know what I am grabbing before I ever touch it and I know what I’m running low of before I head out to the store.
• I LOVE MY TUPPERWARE!!! I think I would have to say that Tupperware has been around for as long as I
have or even longer. I remember as a child we always had Tupperware in our house. The bowls were pale
pastel colors with a clear lid. Do you remember those? They also used to be clear with a clear lid. I have a
picture of me at my 2nd birthday when my mother let me lick the batter from the bowl that she used to make the
cake for me. I was covered in chocolate, and in my hands was the ever famous "Tupperware Wonderlier®
Bowl"(the largest one). I'm not sure if it was called the "Wonderlier® Bowl" at that time though.
• Food containers like Tupperware and Rubbermaid are a big part of my day. We have lots of leftovers and are
on a budget. We don’t like to waste food.
• The only thing I look for in a container is versatilty. I need something that is going to be able to hold multiple
kinds of food and not juist specialty containers.
• I’ve tried the disposable containers to try and save money but learned after leaks and spoiled food that I should
just stick with my tried and true Tupperware.
• Staining is my biggest issue with these, I suggest that you use some disposable option to prevent this or not
care as much because of the significant drop in price.

19. 19
3 Primary Social Media Strategies
Share of Voice Velocity Sentiment
1 2 3

20. 20
Example Social Media Strategies
CPG Brand X
Increase conversation share of voice by leveraging organization
professionals
OTC Drug Brand X
Increase conversation share of voice by providing brand zealots unique
communications platforms
Pizza Brand X
Increase positive brand sentiment by shifting focus to new products
Pizza Brand Y
Increase conversation velocity by creating a community of moms who
appreciate the little things in life

21. 21
Brainstorm Tactics
1. Influencer campaigns & blogger outreach
2. Facebook & Twitter profiles
3. Fan recruitment campaigns
4. Community management
5. Content sharing tools
6. Customer generated content campaign
7. Viral intended campaigns
8. Custom community site
9. Etc.

22. 22
Tactical Prioritization
High
Do it! Bite the bullet
14 17
15 18 10
21 11 6
23 13
2 8 5
1 4 19
26
3
Impact 16 22 20
24
12
25
7
Wait and see…
9 Don’t do it.
Low Burden High

23. 23
Rubbermaid: Leveraging Influencers

24. 24
Rubbermaid: Starting a Dialog

25. 25
Website: Freschetta

26. 26
Beyond the Website: Freschetta

27. 27
Carmex Website

28. 28
Beyond the Website: Carmex

29. 2929
Green Giant: Connecting Constituents

30. 30
Cold Stone Creamery
• 450k email addresses
• 365k fans
• 500k monthly web visitors

31. 31
Measure and Optimize
Pre During Post

32. 32
Measure and Optimize

33. 33
Contact
Dane Hartzell Paul Saarinen
President & Growth Catalyst Digital Culture & Media Advisor
Bolin Digital Bolin Digital
dhartzell@bolinmarketing.com psaarinen@bolinmarketing.com
612.374.1200 612.236.0746
ItsDane.extendr.com TaulPaul.extendr.com
Bolinmarketing.com
Blog: Bolindigital.com