August 16, 2010

Bert Dumars, VP eBusiness and Interactive Marketing

Building Social Media Best Practices Across Multiple BrandsLaying the Groundwork for Building Brands That Matter™

Social Fresh Charlotte

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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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The Concept

» Many companies jump into social media without fully considering:

▪ Fit with brand positioning and target consumer audience

▪ Alignment and integration with business strategies and marketing plans

» We advocate a systematic approach to integrate social media into the planning process:

Establish target and

brand positioning /

purpose

Determine priority

touchpoints to engage target

Prioritize media

including social media

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Agenda

» The Trap of Social Media

» Successful Brand Building

» Case Studies

» Q&A

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Social Media is Big & Pervasive

» Facebook now has over 500 Million Active Users

» 24 hours of Video are uploaded to YouTube every minute

» Twitter has surpassed 21 Billion Tweets & Growing

» A Google Search for “Social Media Expert” yields 1.4 million results

» A Google Search for “Social Media” Book yields 11 million results

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But Are We Rushing

Towards a Bright, Shiny Object?

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Avoid the Pitfalls

Pitfall #1: Alienating the Core Consumer

Pitfall #2: Scaling without a Community

Pitfall #4: Lack of Integration

Pitfall #3: Online Hype ≠ Business Results

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Pitfall #1: Alienating the Core Consumer

Situation:

» Motrin launched a TV, print and web campaign targeted at moms

» Message: Motrin can help relieve pain caused by fashion accessory (aka baby carriers)

Action:

» Angry moms tweeted, asking readers to boycott the product

» In one weekend, 21,000 viewers of YouTube video “Motrin Ad Makes Moms Mad”

“On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin brand, please accept

our sincere apology.”

Result:

» Campaign removed from all media

» Public apology on main site

» Unplanned investment in crisis management

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Pitfall #2: Scaling Without a Community

Situation:

» Pressure to scale social media fans & followers

» Replicate mass coupon exposure and redemption

Action:» Implement Offers Tab

» Buy Fans by Giving away 1 bagel to Facebook fans

» Grow fan base at high velocity

Result:» Grew Facebook fans from 4,700 to

614,000: Jan. – July, 2010

» Community built on freebies & coupons

» Fans trained to expect free product & coupons

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Pitfall #3: Online Hype ≠ Business Results

Situation:

» Dell has been a pioneer online and in social media

» Created Twitter account @DellOutlet

Action:

» February 2009, launched a Twitter only promotion with exclusive discounts

» The number of followers increased dramatically to 1.5 million by August 2010

» While 2009 Sales reached ~ $7 Million

Result:

» Campaign generated positive ROI but 0.00012% of total annual sales

» Several questions:

• Is it scalable?

• What’s next?

• Was this the biggest benefit?

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Pitfall #4: Lack of Integration

Situation:» In 2009, Ashton Kutcher

vowed to beat CNN and become the first Twitter user to have 1 million followers

Result:» Ashton Kutcher “won”

» What did CNN get?

• Synergies between Ashton Kutcher and the CNN brand?

• Engaged followers?

Action:» CNN received much

coverage about its “race” with Kutcher

» Larry King accepted the challenge and invited Kutcher to be on his show

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For many brands, this is all too common…

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Still, if the social media world looks

something like this…

Most brands must be present!

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Agenda

» The Trap of Social Media

» Successful Brand Building

» Case Studies

» Q&A

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Brands Fail Because they Lack a Sound Business Strategy

Alienated core consumer for an audience that did not believe new brand positioning

Undifferentiated brand and competing against Bed Bath & Beyond with better business model

And not because of a lack of presence in social media!

Ignored changes in consumer behavior

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“You don’t need a social media strategy. You need a brand strategy that leverages

social media”--Chris Kirubi, Chairman of Coca-Cola Nairobi

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“Technology is the tail, not the dog.”

» Define what the brand stands for ▪ Target consumer

▪ The overall promise to the target consumer– Be relevant and compelling– Differentiate from the competition– Increase value– Decrease decision time

» Determine the brand strategy▪ Promise: What you offer to the consumer

▪ Fulfillment: How operations will deliver it consistently

▪ Monetization: How you will leverage it to drive profits

Source: “Brand Strategy First, Social Media Tactics Second”, SanderSays. June 30, 2010.

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Long Term Relevancy: Consistency and Change

» What does the future vision of the brand look like?

▪ Is it sustainable?

▪ Will it be meaningful to consumers three to five years from now?

» Consistency over time does not mean remaining static

▪ Tactics will change depending on internal and external factors such as changes in consumer tastes or introduction of new media

The “Nike attitude” of having the drive to face challenges head on has

remained constant, despite changes in pricing, products and which

advertising mediums they used

Source: “Managing Brands Over Time”, Strategic Brand Management. 2008.

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Business / Brand Strategy

Integrated Marketing Plan

(which may, or may not, include social media!)

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» Using the brand positioning as a guide, the integrated marketing plan starts by defining the brand’s priorities

Point-of-Purchase?

Word-of-Mouth?Celebrity Endorsement?

Sampling?

Advertising?So many options, so

little and $$$!

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How do your target consumers interact with your brand to make

purchase decisions?

Prioritizing Consumer Touchpoints

When and where is the best place to develop a relationship with them?

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1. Category Need /

Consider-ation

2. Browsing & Education

3. Brand Awareness

4. Brand Consider-

ation & Trial

5. Brand Shopping

& Purchase

6. Brand Usage

7. Brand Preference

/ Recommen

-dation / Loyalty

Consumer Touchpoints Model

Brand Positioning

Grid

»Pick one or two touchpoints that will have the most impact with consumers, where they

• Gather information

• Make purchase decisions

• Are most open to being influenced / switching

»Determine the best way to develop a dialog with consumers at priority touchpoints

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Agenda

» The Trap of Social Media

» Successful Brand Building

» Case Studies

» Q&A

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Case Study:

1 Establish the brand’s positioning

Helping people free space and time for what matters

2Define the target market

Adults who find satisfaction in maintaining an organized lifestyle

Determine an unmet need based on consumer insights

Old containers have mismatched lids that make it difficult to stay organized

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Four Platforms

Easy Find Produce Saver

Lock Its Premier

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Case Study:

4 Determine the critical parts of the purchase decision tree and how they translate into key consumer touchpoints

Trigger

Intended Usage

Pre-Store Information

In-Store Information

Brand and Item Choice

Consumers research online (blogs, reviews, etc.) and purchase offline

4. Brand Consideratio

n & Trial

Packaging clearly communicates clear benefits 5. Brand

Shopping & Purchase

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Case Study:

5 Establish the marketing plan based on the prioritized consumer touchpoints

Communicate the snap on lid benefit to the consumer in places where the consumer already seeks information

Packaging Advertising Coupons/FSI Social Media

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Case Study:

Develop social media tactics that are aligned with the brand positioning and extend from the marketing plan objectives and strategy

Spur conversation about the trials and tribulations of getting organized, maintaining

consistency with mass media efforts

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Social Media TV Spot

Great Business Results!

+10% Revenues

+1.9 points household penetration

FSI

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Case Study:

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Establish the brand’s positioning

The advocate for self expression

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Define the target market

Creative, artistic young adults who seek opportunities to express themselves

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Case Study:

3 Determine key consumer touchpoints that will have most impact with consumers

4. Brand Consideratio

n & Trial

6. Brand Usage

There’s a Sharpie for everything – attract consumers to try new SKU’s

Provide outlets for self expression through social media and digital tactics

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Case Study:

4Establish the marketing plan based on the prioritized consumer touchpoints

Multi-medium campaign emphasizing Sharpie Pen & Sharpie Brand as the tool/

brand for self expression

TV Advertising

In Store PromotionsDigital

Social Media

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Case Study:

Develop social media tactics that are aligned with the brand positioning and extend from the marketing plan objectives and strategy

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Brand and product supported in social media, consistent with overall brand

strategy

Writing Success!

+1.2 points market share

Became the biggest writing brand in the US

Social Media Efforts

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The power of social media is clear…

…but it can’t replace a solid brand strategy.

Ashton Kutcher and Britney Spears have more Twitter followers than the entire populations of Sweden, Israel and Switzerland.

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Questions?