How Big Companies Use Social MediaJanuary 22, 2009 | Chicago

How Big Companies Use Social MediaJanuary 22, 2009 | Chicago

Susan Wassel Sharpie

Social Media on a Shoestring: How Sharpie Engages and Grows Community

in a Tight Economy

January 2009

Sharpie Social Media

toothpastefordinner.com

How did we get there?

Social Media

Sharpie and Social Media

» 2008

Sharpie and Social Media Then…

…and now!

Social Media Placemat

Wherever the crumbs may fall

Phase One: R&D

Technical Director and Snafu Mitigator

Daggett Harvey

dagharvey@yahoo.com.au

+1 (312) 324-0099

http://www.linkedin.com/in/daggett

A moment of silence…

R&D

Sharpie Blog

The Plan The Content The Future

Objectives

Increase brand loyalty, advocacy

Give Sharpie brand a “human” voice

Showcase content from real users to inspire and encourage use

Allow consumers to “see behind the curtain”

Build community of Sharpie users, advocates Encourage consumer input/dialogue Listen (and learn)

Laser Focus in 2009: Inspire creative use to drive buy-rate

Strategy

Celebrate Sharpie fanatics to inspire use, drive buy-rate

Who are they:▪ Sharpie Fanatics are passionate “über users”▪ Brand ambassadors: How they use Sharpie and what they have to say

about the product is inspiring

Where are they:▪ New media / online

– You Tube– Flickr– My Space– Facebook– Personal websites, blogs

▪ Traditional Media – Mags, newspapers, etc.

Be Like Mike

Audience

Bold Impression Makers

» The Sharpie Blog will initially seek to engage a broad population of existing and potential users, including teens, tweens, moms, dads, singles, seniors and more who fit the Bold Impression Maker Profile (see Sharpie target audience data 2007).

» Sharpie will build metric retrievals into 2009 programming to help profile Sharpie Blog readers and potential readers to shape the direction of the Sharpie Blog going forward.

Content

» Blog editor: Susan Wassel▪ All content must be approved by editor before posting▪ Blog editor will ensure all legal approvals are obtained▪ Goal to grow number of internal contributors

» Tone: Light, informal, personal

» Weekly features ▪ Sharpie Fanatic: Someone who has used the product in an inspiring way▪ Sharpie Sightings – Images of celebrities, public figures using Sharpie to sign

autographs▪ Sharpie Question of the Week

– Written by Consumer Affairs team Heather Cooper and Lola Walker

» Other features▪ Sharpie team profiles, Sharpie behind-the-scenes (R&D, manufacturing facility,

mailroom), Sharpie crafts, etc. ▪ Content calendar

Blog Rules

• Listen and respond (talk with, not talk to)

• Engage audience (tell readers what we’re doing and

invite them to get involved)

• Maintain integrity of the blog (never fake anything)

• Demonstrate passion and authority

• Use lively, personal writing

• Offer something new and unique

• Link often, including to our competitors (give credit where is due)

• Acknowledge mistakes (You’ll be making them!)

• Enjoy the conversation

• Copy and paste terms and conditions from Graco Baby Blog

Getting the Word Out in 2009

Consumers

» Social media plan

▪ Building into 2009 programming

» Possible “Destination Sharpie”

» Monthly email blasts to Sharpie consumer database

Measurement

What we can measure now

TOTAL VISITS RSS SUBSCRIBERS BLOG REACTIONS (LINKS) TECHNORATI AUTHORITY GOOGLE FRIENDS COMMENTS

Measurement

What we’d like to measure in the future

Sharpie Blog in the News

Best of all…

The Budget

Blog theme: $ 20

Masthead: $1,000

eLance dude: $ 895

SHARPIE BLOG: PRICELESS

Free Tracking Stuff

EMAIL & RSS ALERTS Google alerts, Yahoo alerts, Google blog search, Yahoo Pipes, TRENDS MONITOR BlogPulse, Google Trends, Compete, SOCIAL MEDIA SEARCH ENGINES Serph, Keotag, OTHER Twitter, Tweetscan, Particls, COMMENTS TRACKING Commentful, coComment, co.mments, Mycomments, FORUM TRACKING Big Boards, Board Reader, Boradtracker, Twins, Yuku Find

Results:

» Launched: November 17, 2008

» Total Visits: 10,000

» Twitter Total Followers: 400

» YouTube Visits: 40,000 views / 80 comments,

Beckham ad

Sharpie Blog

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