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Social Media Strategy and Tactics Across Multiple Brands

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Bert DuMars
Bert DuMars

Social Media Strategy and Tactics Across Multiple Brands – How Content Is Critical To Success - Presented to Atlanta Content Strategy Group on March 3, 2010. Includes discussion of Newell Rubbermaid's Graco Baby, Rubbermaid and Sharpie brands.

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Social Media Strategy and Tactics Across Multiple Brands – How Content Is Critical To Success Atlanta Content Strategy Meeting
Home & Family - Culinary Lifestyles - Décor - Beauty & Style - Baby & Parenting Essentials - Rubbermaid Food & Home 5 Global Business Units:
Office Products 4 Global Business Units: - Technology - Everyday Writing & Coloring - Fine Writing & Luxury Accessories - Markers, Highlighters, Art & Office Organization
Tools, Hardware & Commercial Products - Industrial Products & Services - Commercial Products - Construction Tools & Accessories - Hardware 4 Global Business Units:
Before We Begin – Web Ecosystem Numbers To Consider ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Before We Begin – Web Ecosystem Numbers To Consider ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Content Strategy & Social Web Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Social Engagement Spectrum
The Social Engagement Spectrum
Check Out – 35 Great Social Media Infographics ,[object Object]
Graco Baby From The Heart ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Graco Baby From The Heart
Rubbermaid Adventures In Organization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rubbermaid Adventures In Organization
The Interactivity of Social Dialog with Customers: Sharpie Ecosystem Blogs
Sharpie Uncapped: The Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Considerations for Sharpie ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sharpie.com
Sharpieuncapped.com
Social Media creates for Sharpie
Sharpie Creations: Lamborghini Gallardo
Sharpie Creations – Infinite Creativity
GeorgeDearing Some pub for @ bwdumars & @ sharpiesusan & Co.-"Sharpie's Out 2 Prove It's More Than A School Supply" #newellrubbermaid http://ff.im/-3TS00 amcdocumentary @ sharpiesusan flipping thru 6/15 issue of People and there I find a Sharpie ad. Which reminds me to buy new sharpies to paint my sons casts KindNotes @ sharpiesusan I didn't realize there are so many creative uses for the Sharpie. Checked out the new pen and will give it a try. ThingsMomsLike I just read up on the Sharpie Squad on your blog. Sounds very cool! Lots of firsthand love for Sharpie! GothamOrganizer @ sharpiesusan Loved the Sharpie ad in the July Real Simple! GothamOrganizer @ sharpiesusan Yes, the yin/yang sneakers ad - on 2 facing pages. So cute! RT @AdweekDotCom : Ad of the Day: Sharpie's 'Twin Tip' by Draftfcb - http://bit.ly/xUscH DIYSara @sharpiesusan http://bit.ly/XiYfj check out all the sharpie love! bill_paige @ sharpiesusan congrats on Lewis Lazare story in last Monday's Sun-Times. when R U 2 old 2 decorate ur own tennis shoes? @ sharpiesusan
Social Media Marketing Takeaways ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Marketing – What Not To Do February 1, 2009 http://www.dilbert.com/strips/comic/2009-02-01/
A Good Philosophy To Consider “ Make Something Work. Then Make It Work Better.” Dr. Scott Shamp Director, New Media Institute University of Georgia
http://www.sharpie.com http://blog.sharpie.com http://www.sharpieuncapped.com http://www.rubbermaid.com http://blog.rubbermaid.com http://www.gracobaby.com http://blog.gracobaby.com http://www.readyfortheroadahead.com http:// www.mysweetpeace.com
Any Questions? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Social Media Strategy and Tactics Across Multiple Brands

  • 1. Social Media Strategy and Tactics Across Multiple Brands – How Content Is Critical To Success Atlanta Content Strategy Meeting
  • 2. Home & Family - Culinary Lifestyles - Décor - Beauty & Style - Baby & Parenting Essentials - Rubbermaid Food & Home 5 Global Business Units:
  • 3. Office Products 4 Global Business Units: - Technology - Everyday Writing & Coloring - Fine Writing & Luxury Accessories - Markers, Highlighters, Art & Office Organization
  • 4. Tools, Hardware & Commercial Products - Industrial Products & Services - Commercial Products - Construction Tools & Accessories - Hardware 4 Global Business Units:
  • 5.
  • 6.
  • 7.
  • 8.
  • 11.
  • 12.
  • 13. Graco Baby From The Heart
  • 14.
  • 15. Rubbermaid Adventures In Organization
  • 16. The Interactivity of Social Dialog with Customers: Sharpie Ecosystem Blogs
  • 17.
  • 18.
  • 21. Social Media creates for Sharpie
  • 23. Sharpie Creations – Infinite Creativity
  • 24. GeorgeDearing Some pub for @ bwdumars & @ sharpiesusan & Co.-"Sharpie's Out 2 Prove It's More Than A School Supply" #newellrubbermaid http://ff.im/-3TS00 amcdocumentary @ sharpiesusan flipping thru 6/15 issue of People and there I find a Sharpie ad. Which reminds me to buy new sharpies to paint my sons casts KindNotes @ sharpiesusan I didn't realize there are so many creative uses for the Sharpie. Checked out the new pen and will give it a try. ThingsMomsLike I just read up on the Sharpie Squad on your blog. Sounds very cool! Lots of firsthand love for Sharpie! GothamOrganizer @ sharpiesusan Loved the Sharpie ad in the July Real Simple! GothamOrganizer @ sharpiesusan Yes, the yin/yang sneakers ad - on 2 facing pages. So cute! RT @AdweekDotCom : Ad of the Day: Sharpie's 'Twin Tip' by Draftfcb - http://bit.ly/xUscH DIYSara @sharpiesusan http://bit.ly/XiYfj check out all the sharpie love! bill_paige @ sharpiesusan congrats on Lewis Lazare story in last Monday's Sun-Times. when R U 2 old 2 decorate ur own tennis shoes? @ sharpiesusan
  • 25.
  • 26. Social Media Marketing – What Not To Do February 1, 2009 http://www.dilbert.com/strips/comic/2009-02-01/
  • 27. A Good Philosophy To Consider “ Make Something Work. Then Make It Work Better.” Dr. Scott Shamp Director, New Media Institute University of Georgia
  • 28. http://www.sharpie.com http://blog.sharpie.com http://www.sharpieuncapped.com http://www.rubbermaid.com http://blog.rubbermaid.com http://www.gracobaby.com http://blog.gracobaby.com http://www.readyfortheroadahead.com http:// www.mysweetpeace.com
  • 29.

Editor's Notes

  1. Bert: The goal of our interactive advertising programs and social media campaigns is create buzz, community and nurture relationships with customers and stoke their interest in our brands. Most times, the social campaign drives visitors to the website where we can provide more information, such as what colors Sharpies come in, and where you can buy them, and what you can do with them. The Sharpie web site is product-focused The Sharpie Uncapped website is microsite to create community We use blogs to highlight talent and ideas Let’s talk about the Sharpie Uncapped campaign to illustrate the interplay of our digital communications and how we measure their success.
  2. Microsite