BlogWell Chicago Social Media Case Study: The Home Depot, presented by Nick Ayres


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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.

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In his BlogWell Chicago case study presentation, "The Digital Orange Apron: The Impact of Social Media for The Home Depot," Nick Ayres shares how over the past three decades, The Home Depot has built its business around superior customer service and project know-how that has turned ordinary homeowners into DIY weekend warriors. Nick showed how the company uses social media to expand these tenets, and how social media is fundamentally changing the ways in which it engages with its customers and associates.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at

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  • January 22, 2009 - - © 2009 GasPedal LLC   You may share this presentation if it is not altered in any way.
  • BlogWell Chicago Social Media Case Study: The Home Depot, presented by Nick Ayres

    1. 1. How Big Companies Use Social Media January 22, 2009 | Chicago Nick Ayres The Home Depot The Digital Orange Apron: The Impact of Social Media for The Home Depot
    2. 2. The Digital Orange Apron The Impact of Social Media for The Home Depot Nick Ayres 01.22.09
    3. 3. Where Do You Shop? Today, it just depends.
    4. 4. Then… home improvement know-how world-class customer service
    5. 5. and Now March 2007 MSN article: 7,000+ comments Gift cards and store closings Olympic sponsorship Consumerist’s worst company in America
    6. 6. The Big Idea <ul><li>Social media gives us the opportunity to create lasting brand differentiation by: </li></ul><ul><ul><li>Recapturing the attention of existing and “on the fence” customers </li></ul></ul><ul><ul><li>Connecting with a completely new set of customers </li></ul></ul><ul><ul><li>Engaging our associates in ways that are relevant to their lifestyles </li></ul></ul><ul><li>Simply, social media could serve as the backbone of our digital orange apron </li></ul>
    7. 7. Recapturing Customers with Twitter <ul><li>The Home Depot is a leader in natural disaster preparation, repair and recover efforts </li></ul><ul><li>The challenge: Could social media help us reach further, faster? </li></ul>
    8. 8. How Did We Do It? <ul><li>Trusted </li></ul><ul><li>Timely </li></ul><ul><li>Relevant </li></ul><ul><li>Accurate </li></ul><ul><li>Appropriate </li></ul>
    9. 9. The Results <ul><li>Created a face to match the brand </li></ul><ul><li>Put down a building block for long-term brand preference </li></ul><ul><li>Energized the slow burn </li></ul><ul><li>Did we drive short-term sales? Maybe. Was that the point? No. </li></ul>
    10. 10. Connecting with Customers on YouTube <ul><li>Reality check: is a destination – but not the only destination – for home improvement know how </li></ul>
    11. 11. Video Syndication Tactics and Results <ul><li>How do we engage? </li></ul><ul><ul><li>Participate in destinations that make sense and are contextual to our brand promise </li></ul></ul><ul><ul><li>Started small but are building over time </li></ul></ul><ul><ul><li>Listen, listen, listen </li></ul></ul><ul><ul><li>Test and learn </li></ul></ul><ul><li>Response? </li></ul><ul><ul><li>Mostly positive, always candid feedback about content and context </li></ul></ul>
    12. 12. Engaging our Associates <ul><li>Reality check: Our associates are already talking, even if we aren’t listening </li></ul><ul><li>Solutions? </li></ul><ul><ul><li>Currently piloting an online collaboration tool we call </li></ul></ul><ul><ul><li>Plans for a nationwide rollout in early to mid 2009 </li></ul></ul><ul><ul><li>We are also looking for ways to engage our associates via Facebook, Ning, Twitter, etc. </li></ul></ul><ul><li>These are steps in the right direction… but they are not the end destination </li></ul>
    13. 13. Tips and Best Practices <ul><li>Start at the beginning as often as possible </li></ul><ul><li>Find others at your company who are passionate about your brand and the space, and make them evangelists </li></ul><ul><li>Scratch and claw for small wins , then use them to capture the imagination of an executive champion </li></ul><ul><li>Do not let social media turn into another &quot;campaign” </li></ul>
    14. 14. Questions? Examples from the presentation: Follow us on Twitter @TheHomeDepot Check out our how-to videos at Nick Ayres The Home Depot [email_address] Twitter: @nickjayres FriendFeed: nickjayres