BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini
-
Upload
socialmediaorg -
Category
Business
-
view
1.996 -
download
0
description
Transcript of BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini
![Page 1: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/1.jpg)
Jennifer DominiquiniSears Holdings Corporation
Building & Engaging the Community
®
How Big Brands Use Social Media
San Francisco | June 20, 2011
![Page 2: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/2.jpg)
Jennifer Kelly DominiquiniDivisional Vice President (Toys, Seasonal & Sporting Goods)
Sears Holdings Co
FitStudio: Building a Fit Community
![Page 3: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/3.jpg)
SoMe at Sears Holdings…engagement reimagined
![Page 4: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/4.jpg)
Digital and social is everywhere at Kmart and Sears
![Page 5: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/5.jpg)
Who knew that Sears is America’s
Leading Fitness Retailer?
But today my focus is on the not always known…
![Page 6: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/6.jpg)
Why is the treadmill the most expensive clothes hanger
people own?
Our Challenge: the clothes hanger
![Page 7: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/7.jpg)
• Exercise
• Meditation
• Diet
• Nutrition
• Technology
• Politics
• Finance
Slide created by Y&R
Our Observation: conversations on health and wellness are everywhere
![Page 8: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/8.jpg)
18 153 9 5 5 6
125
34
27
24
24
23 23 22
19
16
0
10
20
30
40
50
60
Active
video, a
s in a
Wii
Heart Rate
Monito
r
Compute
rized p
ersonal t
rain
er (Act
ive T
rax)
Online h
ow to
exe
rcise
videos
Personal T
rain
er
Online fi
tness
/act
ivity
pla
nner
Online fi
tness
log
Exerc
ise p
lans f
rom
fitn
ess m
agazin
es
Health/fi
tness
rela
ted gr
oup on so
cial n
etwork
site
Have not, but interested in trying
Currently Use
Source: Mintel, Exercise Trends Report, 2010
Base: 1,488 adults aged 18+ with internet access who exerciseSlide created by Y&R
Our Opportunity: a fitness DIY culture with people taking advantage of a
host of digital tools
![Page 9: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/9.jpg)
FitStudio: our vision
We help you get
started... and we keep you going.“ _”FitStudio isn’t just an online fitness hub where
people can connect. It is a groundbreaking 21st
century fitness experience with the purpose of
“Inspiring Victories” around people’s fitness
goals.
It will utilize a powerful combination of an online
community, relevant content, and tools that will
work together to help novices and professionals
alike learn, share, find inspiration and inspire.
![Page 10: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/10.jpg)
Pros that provide
support, advice and services
Those who
need Support
and Community
Those who
need Information
and Advice, Tools
and Products
And those that need
both
An integrated value-proposition for professionals and consumers
Slide created by Y&R
![Page 11: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/11.jpg)
We started as Sears Fit Club…and got personal
Page creative by Salt Communications
![Page 12: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/12.jpg)
Over time we rebranded into an integrated ecosystem
![Page 13: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/13.jpg)
1)
Source: Principles derived from Mark Bonchek, SVP Community, Sears Holdings
2)
3)
4)
5)
How: five principles of community building
![Page 14: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/14.jpg)
A top notch blogging and advisory team provide much of the content
Fitness ProsHealth &
Wellness
Andrea Metcalf
Author of Naked
Fitness
Personal Trainer
Scott Herman
Personal Trainer
Motivation & General
Fitness
Alfonso Moretti
Personal Trainer
Personality of the
Angry Trainer
Steve & Bonnie Pfiester
Personal Trainers
Featured on VH1 and
ABC fitness shows
Dr. Ian Smith
General Health Expert
Panel Member of
Celebrity Fit Club
Dave Grotto R.D.
Nutrition Specialist
Host of radio show
Let’s Talk Health
Chicago
Dr. Vonda Wright
Orthopedic Surgeon
Author of Fitness
After Forty
Dr. Ronald DeMeo
Pain Management
Specialist
Meridian Health
Carla Birnberg*
Fitness Blogger
Personality of
MizFit.com
Kelly Olexa*
Fitness Motivator
Joyce Cherrier*
Personal Trainer
FreakingFitness.com
Danny McLarty
Personal Trainer,
Sports Training
Lisa Johnson*
Personal Trainer,
Pilates and Fitness
Franklin Antoian
Personal Trainer,
Weight Loss and
General Health
Blogging Team
![Page 15: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/15.jpg)
Fitness and Sporting Goods Blog fsgblog.sears.com @searsfitness
Content reflects a blending of product and lifestyle
![Page 16: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/16.jpg)
Twitter & weekly #Fitstudio chats Facebook Discussions
Content fuels conversation on all social properties
![Page 17: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/17.jpg)
Forums
Questions with the Pros
Pro to peer and peer to peer collaboration drives engagement
![Page 18: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/18.jpg)
Christopher Borders before and after BCx
The whole community collaborates in individual success
![Page 19: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/19.jpg)
Healthy competition fuels added collaboration
Source: Slide compliments of Bonnie and Steve Pfeister, BCX bootcamp
![Page 20: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/20.jpg)
Co-creation is our fuel to build the community moving forward
![Page 21: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/21.jpg)
Jennifer Kelly Dominiquini, DVP
Sears Holdings Corporation
@jendominquini @frontlinemom
For more information:
http://bit.ly/fitstudiobcxintro
![Page 22: BlogWell San Francisco Case Study: Sears Holdings Corporation, presented by Jennifer Dominiquini](https://reader033.fdocuments.us/reader033/viewer/2022052901/5569332dd8b42add468b4f07/html5/thumbnails/22.jpg)
Learn more about upcomingand past BlogWells:
http://socialmedia.org/blogwellor
®
How Big Brands Use Social Media
San Francisco | June 20, 2011