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!
Duct vs DUCK
Father s Favorite Fix-All
Repair, Rescue & Recreation
Origin of the Color Craze
Technology & The Creative Age i-phone Introduced June, 2007 Enabled easy sharing among the creative community.
Printing Technology June, 2008
Duck Tape Social Adoption Milestones 2008 2010 2012 2014 Facebook page acquisition, Twitter profile and YouTube channel Early adoption for Pinterest and Google+ Instagram and Duck Tape App launch Snapchat test and learn
Content Pillars Drive Consistent Message Community Brand Creativity Ingenuity
Analytics Should Help Evolve Brand Style and Tone of Voice Brand Product Content Strategy (Pillars) Social Channel Strategies Execution Analysis
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
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
Understand the Platform Value and Determine the Right Mix [IMAGE: Social Media Icon Landscape with only Mainstream networks highlighted]
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 Q4 2014 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 Q4 2014 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
Content Calendar Products Campaigns & Offers Seasonal Content Cultural Touch Points & Events Content Calendar
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
Blogger Tactics One-One Sponsored Contract Audience
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
Facebook: Consumer Pulse and Retention 5.9M+ fans 1M+ video views 100K+ organic engagements per week
Market Research
YouTube: Inspiration, Education, and Community 60K+ subscribers 12.5M+ video views Anticipated weekly viewing
Duck Tron, Stick or Treat, Duck Tape Craft Videos
Twitter, Instagram, & SnapChat: Real-time, Exclusivity, Influencer Outreach
Target Influencers for Distribution Single piece of content was engaged with a total of 46K times across Instagram, Twitter and Snapchat
Pinterest: Inspiration, How-to and Products
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
Great Flagship Campaigns Should Produce Great UGC
Don t Under-Leverage Content Potential Publish on: Social Channels Email Marketing Website Blog In-Store Always repurpose and resubmit flagship content
Integrate Advertising into Social Tactics
Thank You Q/A drodgers@shurtech.com ssommers@shurtech.com