Uploaded byChelsea Berger
Sharpie Social Media Strategy
The document outlines a proposed social media strategy for Sharpie to increase engagement. It suggests having users fill in the blank "Sharpie equals __" on various social media platforms. Other tactics include contests with hidden serial numbers, guerilla marketing with giant markers, and blogger outreach. Metrics like increased fans, likes, followers, and site traffic would measure the strategy's success. The timeline calls for constant updates to keep users interested. Resources would be distributed across various paid and owned channels.
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Sharpie Social Media Strategy
- 1. Social Media Strategy Chelsea Berger Monday, April 11, 2011
- 2. Some Fine Points #1 permanent marker distributer Wide product variety Strong partnerships (Disney, NASCAR, etc.) Staple status (like Kleenex) Strong social media presence on Facebook, Twitter and YouTube Monday, April 11, 2011
- 3. Don’t Dry Out CHALLENGE GOAL Need fresh ideas to drive user Increase social media hits and interaction revitalize customer enthusiasm OBJECTIVE Engage Sharpie users through various media outlets Monday, April 11, 2011
- 4. Illustrating the Idea Sharpie “Sharpie Equals” = Fill-in-the-blank method that can be fun implemented OR Easy for users to expression contribute OR useful Monday, April 11, 2011
- 5. Mark-It: Social Media Twitter Tweet opinions and contest details Facebook Express what they think “Sharpie Equals” YouTube Sharpie Channel Flickr Showcase artistic product creations Blog Encourage users to express what they think, new content including photos, videos and contest winners. Monday, April 11, 2011
- 6. Mark-It: Other Mediums CONTESTS Select markers with “You = WINNER” and winners t weet marker’s serial number to redeem prizes GUERILLA Giant-sized Sharpie Markers in tactical spaces to promote “Sharpie Equals”, lead users back to social media sites PR Reach out to bloggers and show Sharpie = Innovation/Expression Monday, April 11, 2011
- 7. Penning the Process SEO (Google Ad Words) Landing Page High Ranking Permanent Sharpie Marker Colored Pens Sharpie Equals Sharpie Pens Colorful markers Content Rich Sharpie Markers Monday, April 11, 2011
- 8. Metrics of Success + Fans + FB Likes + Followers/@mentions + Site Traffic High Participation Rate Monday, April 11, 2011
- 9. Timeline Campaign Timeline = CONSTANT UPDATES New content keeps users interested! Monday, April 11, 2011
- 10. Resource Distribution AdWords Blog Flickr/YouTube Facebook/Twitter Other 10% 15% 25% 25% 25% Monday, April 11, 2011