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Objective Driven Social Media StrategiesDane Hartzell April 27, 2010

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The New Direct Marketing Database?

4,477,606

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Social Media Premise

“Person like yourself or your peer” is

seen as the most credible spokesperson

about a company and among the top

three spokespeople in every country

surveyed.” © Annual Edelman Trust Barometer survey

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A new world.

A new model.

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Our Perspective

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Empower Consumers6

Third Party

Conversations

Solution Based

Content

Traditional Brand

Touchpoints

Empowered Consumers6

Solutions-Based

ContentPeople seeking

answers & solutions

People discover

product or brand

Third Party

Conversations

Traditional Brand

Touch-points

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Atomize Content7

The present The future

Traditional brand

web site

Traditional brand

web site

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The Value of Social Media Report, produced by Econsultancy in

association with Online Marketing Summit Feb, 2010

Many Companies Establishing a Social Media Presence

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Overwhelming Platform Options

Source: Social Media Starfish; Robert Scoble and Darren Barefoot

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ListenAnd Learn

Execute

MeasureAnd Optimize

Define The Business

Objective

DiscernA Strategy

Social Media Process

Process Creates Order

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“Food Storage” Discussion Topics

March 2009 - May 2009

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“Food Storage” Channel Analysis

March - May 2009

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“Food Storage” Brand Sentiment

March - May 2009

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“Food Storage” Brand Share of Voice

March - May 2009

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“Food Storage” Brand Velocity

March - May 2009

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“Food Storage” Twitter Brand Share of Voice

March - May 2009

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“Rubbermaid Food Storage” Word Cloud

March - May 2009

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“Food Storage” Verbatims• One of the reasons that I prefer the Sterilite containers over glass or plaster canisters is because they are

plastic which means I won’t risk nicking the jar or breaking it. I also like how they are the same size because

most of the things I have come in the same size bag from the store. If the canister is too small then I have

leftovers which mean two things to manage instead of one. I also love the fact that they are clear because then I

know what I am grabbing before I ever touch it and I know what I’m running low of before I head out to the store.

• I LOVE MY TUPPERWARE!!! I think I would have to say that Tupperware has been around for as long as I

have or even longer. I remember as a child we always had Tupperware in our house. The bowls were pale

pastel colors with a clear lid. Do you remember those? They also used to be clear with a clear lid. I have a

picture of me at my 2nd birthday when my mother let me lick the batter from the bowl that she used to make the

cake for me. I was covered in chocolate, and in my hands was the ever famous "Tupperware Wonderlier®

Bowl"(the largest one). I'm not sure if it was called the "Wonderlier® Bowl" at that time though.

• Food containers like Tupperware and Rubbermaid are a big part of my day. We have lots of leftovers and are

on a budget. We don’t like to waste food.

• The only thing I look for in a container is versatilty. I need something that is going to be able to hold multiple

kinds of food and not juist specialty containers.

• I’ve tried the disposable containers to try and save money but learned after leaks and spoiled food that I should

just stick with my tried and true Tupperware.

• Staining is my biggest issue with these, I suggest that you use some disposable option to prevent this or not

care as much because of the significant drop in price.

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Share of Voice

3 Primary Social Media Strategies

Velocity Sentiment

1 2 3

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Example Social Media Strategies

Increase conversation share of voice by leveraging organization

professionals

Increase conversation share of voice by providing brand zealots unique

communications platforms

Increase positive brand sentiment by shifting focus to new products

Increase conversation velocity by creating a community of moms who

appreciate the little things in life

CPG Brand X

OTC Drug Brand X

Pizza Brand X

Pizza Brand Y

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Brainstorm Tactics

1. Influencer campaigns & blogger outreach

2. Facebook & Twitter profiles

3. Fan recruitment campaigns

4. Community management

5. Content sharing tools

6. Customer generated content campaign

7. Viral intended campaigns

8. Custom community site

9. Etc.

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Tactical PrioritizationHigh

LowHigh

Impact

Burden

Wait and see…

Don’t do it.

Do it! Bite the bullet

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Rubbermaid: Leveraging Influencers

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Rubbermaid: Starting a Dialog

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Website: Freschetta

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Beyond the Website: Freschetta

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Carmex Website

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Beyond the Website: Carmex

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Green Giant: Connecting Constituents29

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Cold Stone Creamery

• 450k email addresses

• 365k fans

• 500k monthly web visitors

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Measure and Optimize

Pre During Post

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Measure and Optimize

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ContactDane Hartzell

President & Growth Catalyst

Bolin Digital

dhartzell@bolinmarketing.com

612.374.1200

ItsDane.extendr.com

Bolinmarketing.com

Blog: Bolindigital.com

Paul Saarinen

Digital Culture & Media Advisor

Bolin Digital

psaarinen@bolinmarketing.com

612.236.0746

TaulPaul.extendr.com