BlogWell Chicago Social Media Case Study: Sharpie, presented by Susan Wassel
How Sharpie Uses Social Media
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Transcript of How Sharpie Uses Social Media
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Sharpie Situation
SHOW INSPIRING NEW WAYS TO USE SHARPIE MARKERS
Showcase breadth of
existing portfolio
Introduce
new products
INCREASE PORTFOLIO RELEVANCE
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Leverage power of social media to showcase
new and existing Sharpie products
What We Did
The Social Media Landscape
▪ You Tube ranked #2 search engine (Google #1)▪ 30 mm photos uploaded on Facebook daily▪ 640% Twitter growth since November 2007▪ 4 out of 5 bloggers post product reviews
Three in four US online adults now use social tools to connect with each other compared with just 56% in 2007
500 fastest growing companies in the US were all reported to have presence in online social sites in 2008
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Target: Bold Impression Makers
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How did we get there?
Social Media
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Sharpie and Social Media
» 2008
October 2008:Sharpie and Social
Media…
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…and now!
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Social Media – Rules of Engagement
Listen to the conversation online
Engage with consumers and online influencers
Participate in the conversation already taking place
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Listening: “Research”
Informally identified Sharpie groups on Facebook, YouTube, Flickr
Did not do any “conversation mining” to determine what was being said about Sharpie online. Believed most/all was positive
Conclusion: Sharpie is being talked about – let’s join the conversation
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Engage: The Sharpie Blog
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Sharpie Blog http://blog.sharpie.com
The Plan Showcase content from real users to inspire and encourage use Build community of Sharpie users, advocates Give Sharpie brand a “human” voice
Celebrate Sharpie fanatics
Who are they: Passionate “über users”
How they use Sharpie
and what they have
to say about the
product is inspiring
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Participate
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@sharpiesusan on Twitter
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What We Accomplished
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Blog Visits
TOTAL: 60,169
Week 3: 66
Week 4: 361
Week 5: 959
Week 6: 507
Week 7: 913
Week 8: 2,967
Week 9: 1,161
Week 10: 1,774
Week 11: 916
Week 12: 1,172
Week 13: 1,199
Week 14: 1,173
Week 15: 2,480
Week 16: 2,519
Week 17: 2,545
Week 18: 2,562
Week 19: 5,516
MONTHLY BLOG VISITS: Nov 08 – March 09
COMMUNICATIONS SUPPORT DRIVES TRAFFIC BUT CONTENT IS KING
Oscars Email Blast
Obama Address:
Sharpie Pocket
9,313 views
2,913 views
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Google Friends
Currently no rewards
90 Google Friends
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Twitter Followers
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zapposi was just admiring the stainless steel sharpie the other day, someone sent me a pic of it :)6:06 PM Feb 18th
Zappos CEO – one of the most talked about and followed Twitterers – 130,000 followers
Highly Engaged Tweeters
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DPZRAMON@sharpiesusan http://www.vimeo.com/2895941 WWE Wrestling autograph session done w/sharpies,event I sponsored in Chgo 1.19.09
Dominos Pizza
Highly Engaged
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mike_miley@sharpiesusan thanks for the Sharpie Pen which is key to my current training. http://twitpic.com/1jy5r9:23 AM Feb 18th from Tweetie in reply to sharpiesusan
Apple Computer Trainer
Highly Engaged
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roogie@sharpiesusan Here is how we use Sharpies at a large Freight company, to ID the direction of trailer leg cranks! http://twitpic.com/1lhqb
Fed Ex Trucker
Highly Engaged
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@sharpiesusan thanks for the study tools! http://twitpic.com/1l67h
Highly Engaged
Student
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Highly Engaged Celebrities ; )
» JanefondaPlease reach out to @keyinfluencer. That would be great. I appreciate you sending me tweet8:11 PM Mar 3rd
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Participation alone
can drive buzz
Sharpie and Social Media Make News
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What We Accomplished
60,000 blog visits since October 2008
1,600 Twitter followers
90 Google Friends
40,000 You Tube Visits (Becks video)
Traditional Media Impressions > 1mm
ALL WITHOUT
Traditional communications support
Budget!
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What We Learned
Social media lets you talk direct to consumer with product news The more you can talk, the more consumers you can engage Soft sell
Social media builds relationships – loyalty, advocacy, ambassadors, friends
Supports Sharpie biz objective: Expose people to the full breadth of Sharpie’s portfolio Share creative ways to use the product Have fun, be real while doing it
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Need to Better Define, Understand Measurement and Business Impact
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Applying the Learning
Social media is an opportunity that can be leveraged by many of our brands: EXPO, Prismacolor, Paper Mate, for starters
Education is key: Educate and empower other brands to engage in social media Brand passion is key
Minimal hard cost investment / intensive human resource Human resource: avg. 10 hrs/week – plus OT!
Opportunity to engage consumers and build loyalty over time Long-term proposition – SM not going away▪ Pave path for receptivity to any branded message
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Social Media is Global – Sharpie is Global
Social media will play a large part in our brand building efforts globally Asia Pacific will account for 35% of global social networking
users by the end of this year, followed by Europe, the Middle East and Africa with 28%, North America 25%, and the Caribbean and Latin America 12%.
Need to understand and activate now in key regions
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millic @sharpiesusan I ordered some personalized Sharpies today for my chef husband!! 25 minutes ago from web in reply to sharpiesusan
millic @sharpiesusan I DID! because I saw you Tweet about it. Chefs LOVE Sharpies, in the kitchen. I liked fun colors, but he likes black 19 minutes ago from web in reply to sharpiesusan
Social Media Sells Sharpies
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…and a few more
thanks for the customized sharpie idea - we're giving out 750 of them. http://www.fatwallet.com/forums/hot-deals/908761/ :)
troy redington / troyredington
1mm monthly visitors
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The Budget
Blog theme: $ 20
Masthead: $1,000
eLance dude: $ 895
SHARPIE BLOG: PRICELESS
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