Creating Social Media Programs that Stick

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2 Creating Social Media Programs that Stick Scott Sommers Director E-Commerce Strategy Former Marketing Director DIY Tapes David Rodgers Senior Digital Marketing Manager Gummy Bears!

3 Duct vs DUCK

4 Father s Favorite Fix-All

5 Repair, Rescue & Recreation

6 Origin of the Color Craze

7 Technology & The Creative Age i-phone Introduced June, 2007 Enabled easy sharing among the creative community.

8 Printing Technology June, 2008

9 Duck Tape Social Adoption Milestones Facebook page acquisition, Twitter profile and YouTube channel Early adoption for Pinterest and Google+ Instagram and Duck Tape App launch Snapchat test and learn

10 Content Pillars Drive Consistent Message Community Brand Creativity Ingenuity

11 Analytics Should Help Evolve Brand Style and Tone of Voice Brand Product Content Strategy (Pillars) Social Channel Strategies Execution Analysis

12 Style, Tone of Voice and Social Content Tenets Create social content that both you and your audience loves. Tenets: 1. Breakthrough the noise 2. Remember the brand 3. Provide value: educate, resonate, attract or intrigue. Tone of Voice: Create a defined brand POV or persona, especially for multiple contributors Style Guide: Document photography, video, font, color and graphics style for content

13 Understand the Platform Value and Determine the Right Mix [IMAGE: Social Media Icon Landscape] Examples of Too new, watch closely Line Yik Yak Jelly WeChat Ello Kik Super

14 Understand the Platform Value and Determine the Right Mix [IMAGE: Social Media Icon Landscape with only Mainstream networks highlighted]

15 Goals and Micro-Conversions Facebook User Objective Connect and share content with Friends View Friend content (lurk) Read news, memes or entertainment content from publishers Look for offers Facebook Strategy Build awareness for new products and promotions, offer value opportunities and reinforce content pillars to existing fan base and targeted new users through Facebook Exchange. Priority Outcome: Retention and activation Micro-Conversion Engagement - Increase percentage of engagement on wall posts by XX% in Q Outcome: Additional engagement improves Edgerank, leading to larger organic reach, and indicates a higher level of connection with consumers. Additional shares also increase post activation and page awareness. Top-Level Goal Purchase - Increase visits from Facebook to the brand website Where to Buy page by X% in Q Outcome: Traffic to Where to Buy converts at avg. XX% to Find a Store or Buy Online with an average sale of $XX.XX for brick-and-mortar and $XX.XX for online retailers

16 Content Calendar Products Campaigns & Offers Seasonal Content Cultural Touch Points & Events Content Calendar

17 Content Types Flagship High quality and impact, fully integrated Typically high cost to produce and promote Social Engagement Content Consistent quality, tone, style and branding Resource intensive User Generated Content (UGC) Authentic and low resource Fan controlled quality and branding

18 Blogger Tactics One-One Sponsored Contract Audience

19 Identifying Influencers Social Listening Platform Blog Article Post to brand social channels Blogger Profile Follow on blogger s social channels. Tag in influencer CRM (optional) Repost/Reply other relevant content

20 Facebook: Consumer Pulse and Retention 5.9M+ fans 1M+ video views 100K+ organic engagements per week

21 Market Research

22 YouTube: Inspiration, Education, and Community 60K+ subscribers 12.5M+ video views Anticipated weekly viewing

23 Duck Tron, Stick or Treat, Duck Tape Craft Videos

24 Twitter, Instagram, & SnapChat: Real-time, Exclusivity, Influencer Outreach

25 Target Influencers for Distribution Single piece of content was engaged with a total of 46K times across Instagram, Twitter and Snapchat

26 Pinterest: Inspiration, How-to and Products

27 The Power of Flagship Content Stuck at Prom 4M+ media impressions 2.4M pageviews 109K votes 40%+ increase in traffic to Product/Where to Buy pages during promotion

28 Great Flagship Campaigns Should Produce Great UGC

29 Don t Under-Leverage Content Potential Publish on: Social Channels Marketing Website Blog In-Store Always repurpose and resubmit flagship content

30 Integrate Advertising into Social Tactics

31 Thank You Q/A

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