blogwell atlanta social media case study: newell rubbermaid, presented by bert dumars
TRANSCRIPT
Newell Rubbermaid social web strategy across multiple brands
Newell RubbermaidBert DuMars
Atlanta | November 10, 2009
www.gaspedal.com/BlogWell
How Big Brands Use Social Media
Newell Rubbermaid Social Web StrategyNewell Rubbermaid Social Web Strategy Across Multiple BrandsBlogwell Atlanta 2009g
November 10, 2009
Bert DuMars, VP E-Business & Interactive Marketing
Agenda
» Newell Rubbermaid Social Media Marketing Strategy» Graco Baby» Rubbermaid» Sharpie» Key Takeaways» Key Takeaways
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Social Media Marketing Strategy
» Test and Learn
» Immerse Ourselves» Immerse Ourselves
» Think in terms of Ecosystemsy▪ How does everything fit together?
» Scale What Works» Scale What Works
» Understand when and where to monetize
» Have Some Fun Along The Way
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Graco Baby From The Heart
» Objective: Humanize The Brand, Increase Positive Brand Perception▪ Develop a lifestyle and emotional branded experience▪ Increase new moms & dads preference for Graco Baby products▪ Increase positive word-of-mouth
» Strategy: Showcase Real Graco Baby Employees▪ Show Consumers we are parents too and that we deeply care about the quality
and safety of our products – our kids use our productsF ti t d t▪ Focus on parenting not product
» Tactics: ▪ Reach out to moms, comment on their blogs, have as much face time as
possible, develop Graco Baby Ambassadors▪ Invite, talk, engage and embrace around issues that affect moms and dads
everyday
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Graco Baby From The Heart
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Rubbermaid Adventures In Organization
» Objective: Increase Awareness of Rubbermaid Organization Solutions▪ Consumers have high awareness of Rubbermaid brand, but not
organization solutionsg
» Strategy: Engage With Professional Organizers & DIY Homeowners▪ Reposition Rubbermaid brand around organization product portfolio and
variety of ways to inexpensively organize their homevariety of ways to inexpensively organize their home▪ Integrate social media and mass media tactics that leverage multiple
consumer touchpoints extending the reach of the campaign▪ Engage with National Association of Professional Organizers (NAPO)
» Tactics: ▪ Integrate social media features into Rubbermaid.com▪ Show Before & After videos and photos that inspire use▪ Showcase professional organizer and consumer organization success
stories
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Rubbermaid Adventures In Organization
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Sharpie Uncapped: The Plan
» Objective: Increase buy-rate▪ Consumers buying once every two years
B Sh i ft▪ Buy more Sharpies more often
» Strategy: Inspire creative use» Strategy: Inspire creative use▪ Consumers are unaware of product portfolio and variety of
ways to use Sharpies
» Tactic: ▪ Show inspiring ways to use Sharpies▪ Show inspiring ways to use Sharpies▪ Showcase and celebrate Sharpie fans and the range of
innovative Sharpie creations
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The Interactivity of Social Dialog with Customers: Sharpie Ecosystem
Blogs
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Sharpieuncapped.com
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Social Media creates for Sharpie
http://blog.sharpie.comhttp://blog.sharpie.com
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Sharpie Creations: Lamborghini Gallardo
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Sharpie Creations – Infinite Creativity
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Social Media Marketing Strategy Across Multiple Brands Takeaways
» Focus on your Customer Target» Set Clear Goals and Objectives» Measure before, during and after you engage» Immerse yourself to better understand the ecosystem,
culture and potential usesculture and potential uses» Integrate with overall marketing plan, but understand
Social Media is a long-term commitment» Based on Above – select tools and services that reach
and engage your customer target
» Finally - Social Media is about people engaging with people – not robots – Show You Care
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Social Media Marketing – What Not To Do
February 1, 2009http://www dilbert com/strips/comic/2009 02 01/
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http://www.dilbert.com/strips/comic/2009-02-01/
Any Questions?
» Bert DuMars, Vice President E-Business & Interactive Marketing, Newell Rubbermaid▪ C t W b it htt // ll bb id▪ Corporate Website: http://www.newellrubbermaid.com▪ Twitter: http://twitter.com/bwdumars▪ Facebook: http://www.facebook.com/BertDuMarsp▪ LinkedIn: http://www.linkedin.com/in/dumars▪ Personal Blog: http://www.socialmediaecosystem.com
@▪ E-Mail: [email protected]
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