20. Facebook 7 Use Facebook to connect directly with consumers and their lifestyles Create immediate incentives for purchase, and special offers for your fans Share new products and connect like-minded consumers on a social platform
38. Twitter 14 Use Twitter to create real-time content, both promotional and industry-based Use the platform as an opportunity to engage existing users of your product Look for opportunities to target new users
57. Tools, Partnerships and Driving Buzz How do you equip your consumers with tools to tell their outdoor adventure story in a natural and authentic way? What kinds of partnership opportunities exist for you to connect your product with a different audience? How do consumer packaged goods brands use social media to drive buzz?
65. Timberland Helped launch Timberland’s Earthkeepers campaign Launched Earthkeepers Virtual Forest application, asking users to help plant 1 million trees in Haiti More than 1 million trees planted by over 180,000 application users Created the Hortiscope to continue the connection to trees and tree planting
67. Best Practices for Partnerships Be authentic in who you partner with Use a content expert to develop quality media placements Multi-channel digital integration will deepen your reach Create custom experiences for media and consumers 29
69. 23% of American new media users have switched brands or boycotted a company based on negative information they’ve learned about CR issues and business practices through new media 30% of American new media users have made a purchase based on positive informationthey’ve learned about a product, company or brand’s CR issues and business practices through new media 2009 Cone Consumer New Media Study
70. 2010 Cone Consumer New Media Study When deciding whether to engage with companies or brands via new media, users look for the following types of company/brand interactions:
71. 2010 Cone Consumer New Media Study Companies and brands can benefit from engaging with new media users:
72. 2010 Cone Consumer New Media Study New media users won’t hesitate to stop following companies via new media if they aren’t satisfied with their experiences. Reasons include: