Sharpie Social Media Strategy

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Chelsea Berger

NMDL Spring 2011

Negócios Tecnologia

Social Media Strategy

Monday, April 11, 2011

Social Media Strategy
Chelsea Berger

Monday, April 11, 2011

Some Fine Points
#1 permanent marker
distributer

Wide product variety

Strong partnerships
(Disney, NASCAR, etc.)

Staple status (like
Kleenex)

Strong social media
presence on Facebook,
Twitter and YouTube
Monday, April 11, 2011

Don’t Dry Out
CHALLENGE GOAL

Need fresh ideas to drive user Increase social media hits and
interaction revitalize customer
enthusiasm

OBJECTIVE

Engage Sharpie users through
various media outlets

Monday, April 11, 2011

Illustrating the Idea
Sharpie “Sharpie Equals”

= Fill-in-the-blank
method that can be
implemented
OR
Easy for users to
contribute
OR

Monday, April 11, 2011

Illustrating the Idea
Sharpie “Sharpie Equals”

= Fill-in-the-blank
method that can be
fun implemented
OR
Easy for users to
contribute
OR

Monday, April 11, 2011

Illustrating the Idea
Sharpie “Sharpie Equals”

= Fill-in-the-blank
method that can be
fun implemented
OR
Easy for users to
expression contribute
OR

Monday, April 11, 2011

Twitter

Tweet opinions and contest details

Facebook

Express what they think “Sharpie Equals”

YouTube

Sharpie Channel

Flickr

Showcase artistic product creations

Blog

Encourage users to express what they think, new content including photos, videos and
contest winners.

Monday, April 11, 2011

Mark-It: Social Media
Twitter

Tweet opinions and contest details

Facebook

Express what they think “Sharpie Equals”

YouTube

Sharpie Channel

Flickr

Showcase artistic product creations

Blog

Encourage users to express what they think, new content including photos, videos and
contest winners.

Monday, April 11, 2011

Mark-It: Other Mediums
CONTESTS

Select markers with “You = WINNER” and winners t weet marker’s serial
number to redeem prizes

GUERILLA

Giant-sized Sharpie Markers in tactical spaces to promote “Sharpie
Equals”, lead users back to social media sites

PR

Reach out to bloggers and show Sharpie = Innovation/Expression

Monday, April 11, 2011

Penning the Process
SEO
(Google Ad Words)
Landing Page

High Ranking
Permanent
Sharpie Marker

Colored Pens Sharpie Equals

Sharpie Pens Colorful markers Content Rich
Sharpie Markers

Monday, April 11, 2011

Metrics of Success

+ Fans
+ FB Likes
+ Followers/@mentions
+ Site Traffic
High Participation
Rate

Monday, April 11, 2011

Timeline
Campaign
Timeline
=
CONSTANT
UPDATES

New content keeps users interested!

Monday, April 11, 2011

Resource Distribution
AdWords
Blog
Flickr/YouTube
Facebook/Twitter
Other

10%
15%
25%
25%

25%

Monday, April 11, 2011

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Sharpie Social Media Strategy

1. Monday, April 11, 2011

2. Social Media Strategy Monday, April 11, 2011

3. Social Media Strategy Chelsea Berger Monday, April 11, 2011

4. Some Fine Points #1 permanent marker distributer Wide product variety Strong partnerships (Disney, NASCAR, etc.) Staple status (like Kleenex) Strong social media presence on Facebook, Twitter and YouTube Monday, April 11, 2011

5. Some Fine Points #1 permanent marker distributer Wide product variety Strong partnerships (Disney, NASCAR, etc.) Staple status (like Kleenex) Strong social media presence on Facebook, Twitter and YouTube Monday, April 11, 2011

6. Don’t Dry Out Monday, April 11, 2011

7. Don’t Dry Out CHALLENGE GOAL Need fresh ideas to drive user Increase social media hits and interaction revitalize customer enthusiasm OBJECTIVE Engage Sharpie users through various media outlets Monday, April 11, 2011

8. Illustrating the Idea Sharpie “Sharpie Equals” = Fill-in-the-blank method that can be implemented OR Easy for users to contribute OR Monday, April 11, 2011

9. Illustrating the Idea Sharpie “Sharpie Equals” = Fill-in-the-blank method that can be fun implemented OR Easy for users to contribute OR Monday, April 11, 2011

10. Illustrating the Idea Sharpie “Sharpie Equals” = Fill-in-the-blank method that can be fun implemented OR Easy for users to expression contribute OR Monday, April 11, 2011

11. Illustrating the Idea Sharpie “Sharpie Equals” = Fill-in-the-blank method that can be fun implemented OR Easy for users to expression contribute OR useful Monday, April 11, 2011

12. Twitter Tweet opinions and contest details Facebook Express what they think “Sharpie Equals” YouTube Sharpie Channel Flickr Showcase artistic product creations Blog Encourage users to express what they think, new content including photos, videos and contest winners. Monday, April 11, 2011

13. Mark-It: Social Media Twitter Tweet opinions and contest details Facebook Express what they think “Sharpie Equals” YouTube Sharpie Channel Flickr Showcase artistic product creations Blog Encourage users to express what they think, new content including photos, videos and contest winners. Monday, April 11, 2011

14. Mark-It: Other Mediums CONTESTS Select markers with “You = WINNER” and winners t weet marker’s serial number to redeem prizes GUERILLA Giant-sized Sharpie Markers in tactical spaces to promote “Sharpie Equals”, lead users back to social media sites PR Reach out to bloggers and show Sharpie = Innovation/Expression Monday, April 11, 2011

15. Penning the Process SEO (Google Ad Words) Landing Page High Ranking Permanent Sharpie Marker Colored Pens Sharpie Equals Sharpie Pens Colorful markers Content Rich Sharpie Markers Monday, April 11, 2011

16. Metrics of Success + Fans + FB Likes + Followers/@mentions + Site Traffic High Participation Rate Monday, April 11, 2011

17. Timeline Campaign Timeline = CONSTANT UPDATES New content keeps users interested! Monday, April 11, 2011

18. Resource Distribution AdWords Blog Flickr/YouTube Facebook/Twitter Other 10% 15% 25% 25% 25% Monday, April 11, 2011

Sharpie Social Media Strategy

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