March 10, 2010

Bert DuMars, VP E-Business & Interactive Marketing

Social Media Strategy and Tactics Across Multiple Brands – How Content Is Critical To SuccessAtlanta Content Strategy Meeting

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Home & Family

- Culinary Lifestyles - Décor

- Beauty & Style - Baby & Parenting Essentials

- Rubbermaid Food & Home

5 Global Business Units:

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Office Products

4 Global Business Units:- Technology - Everyday Writing & Coloring

- Fine Writing & Luxury Accessories

- Markers, Highlighters, Art & Office Organization

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Tools, Hardware & Commercial Products

- Industrial Products & Services - Commercial Products

- Construction Tools & Accessories - Hardware

4 Global Business Units:

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Before We Begin – Web Ecosystem Numbers To Consider

» 1+ Billion per Day

» 21 Hours per Minute

» 50 Million per Day

» 10.3+ Billion

» 1.734 Billion

» 3.5 Billion per week

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Before We Begin – Web Ecosystem Numbers To Consider

» 1+ Billion per Day▪ Number of YouTube videos viewed each day

– http://youtube-global.blogspot.com/2009/10/y000000000utube.html

» 21 Hours per Minute▪ Hours of video uploaded every minute to YouTube

– http://youtube-global.blogspot.com/2009/05/zoinks-20-hours-of-video-uploaded-every_20.html

» 50 Million per Day▪ Total number of Tweets per day – February, 2010

– http://blog.twitter.com/2010/02/measuring-tweets.html

» 10.3+ Billion▪ Total number of Tweets since Twitter launched

– http://popacular.com/gigatweet/

» 1.734 Billion out of 6.76 Billion World Population = 25.6% Penetration▪ Total number of Internet users globally

– http://www.internetworldstats.com/stats.htm

» 3.5 Billion per week▪ Pieces of Content (links, photos, stories, blog posts, etc.) shared per week on

Facebook– http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited

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Social Media Marketing Strategy

» Test and Learn

» Immerse Ourselves

» Think in terms of Ecosystems▪ How does everything fit together?

» Scale What Works

» Understand when and where to monetize

» Have Some Fun Along The Way

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Content Strategy & Social Web Marketing

» Focus on Relationship First

» Content and Conversation Become One

▪ Move from Publishing to Sharing

» Share content that shows you care

» Share content that your customers value

» Use as much video and photography as possible

» The web is driven by search – when defining your content strategy, forget this at your peril!!

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The Social Engagement Spectrum

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The Social Engagement Spectrum

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Check Out – 35 Great Social Media Infographics

» http://www.pamorama.net/2010/03/03/35-great-social-media-infographics/

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Graco Baby From The Heart

» Objective: Humanize The Brand, Increase Positive Brand Perception▪ Develop a lifestyle and emotional branded experience

▪ Increase new moms & dads preference for Graco Baby products

▪ Increase positive word-of-mouth

» Strategy: Showcase Real Graco Baby Employees▪ Show Consumers we are parents too and that we deeply care about the quality

and safety of our products – our kids use our products

▪ Focus on parenting not product

» Tactics: ▪ Reach out to moms, comment on their blogs, have as much face time as

possible, develop Graco Baby Ambassadors

▪ Invite, talk, engage and embrace around issues that affect moms and dads everyday

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Graco Baby From The Heart

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Rubbermaid Adventures In Organization

» Objective: Increase Awareness of Rubbermaid Organization Solutions▪ Consumers have high awareness of Rubbermaid brand, but not

organization solutions

» Strategy: Engage With Professional Organizers & DIY Homeowners▪ Reposition Rubbermaid brand around organization product portfolio and

variety of ways to inexpensively organize their home▪ Integrate social media and mass media tactics that leverage multiple

consumer touchpoints extending the reach of the campaign▪ Engage with National Association of Professional Organizers (NAPO)

» Tactics: ▪ Integrate social media features into Rubbermaid.com▪ Show Before & After videos and photos that inspire use▪ Showcase professional organizer and consumer organization success

stories

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Rubbermaid Adventures In Organization

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The Interactivity of Social Dialog with Customers: Sharpie Ecosystem

Blogs

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Sharpie Uncapped: The Plan

» Objective: Increase buy-rate▪ Buy more Sharpies more often

▪ Change conversation around Sharpie brand

» Strategy: Inspire creative use▪ Consumers are unaware of product portfolio and variety of

ways to use Sharpies

» Tactic: ▪ Show inspiring ways to use Sharpies

▪ Showcase and celebrate Sharpie fans and the range of innovative Sharpie creations

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Social Media Considerations for Sharpie

» Integrate social media strategies and tactics with overall Marketing Program

» Carefully orchestrate, encourage, engage and embrace where appropriate

» Why?▪ Google Blog Search – 274,000+ mentions

▪ Google Forums Search – 199,000+ mentions

▪ Google Video Search – 11,400+ videos

▪ Google Web Search – 2.2+ Million results

▪ Flickr Search – 272,000+ Photos & Illustations

▪ YouTube Search – 9500+ videos

» Don’t ruin the organic engagement and brand affinity

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Sharpie.com

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Sharpieuncapped.com

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Social Media creates for Sharpie

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Sharpie Creations: Lamborghini Gallardo

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Sharpie Creations – Infinite Creativity

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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

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Social Media Marketing Takeaways

» Focus on your Customer Target

» Set Clear Goals and Objectives

» Measure before, during and after you engage

» Immerse yourself to better understand the ecosystem, culture and potential uses

» Integrate with overall marketing plan, but understand this is a long-term commitment

» Based on Above – select tools and services that reach and engage your customer target

» Social Media is all about people engaging with people – not robots

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Social Media Marketing – What Not To Do

February 1, 2009

http://www.dilbert.com/strips/comic/2009-02-01/

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A Good Philosophy To Consider

“Make Something Work.

Then Make It Work Better.”

Dr. Scott Shamp

Director, New Media Institute

University of Georgia

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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

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Any Questions?

» Bert DuMars, Vice President E-Business & Interactive Marketing, Newell Rubbermaid▪ Twitter: http://twitter.com/bwdumars

▪ Facebook: http://www.facebook.com/BertDuMars

▪ LinkedIn: http://www.linkedin.com/in/dumars

▪ Personal Blog: http://www.socialmediaecosystem.com

▪ Corporate Website: http://www.newellrubbermaid.com