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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
                            fun       implemented
                             OR
                                      Easy for users to
                         expression   contribute
                             OR

                           useful


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. Social Media Strategy Chelsea Berger Monday, April 11, 2011
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Metrics of Success + Fans + FB Likes + Followers/@mentions + Site Traffic High Participation Rate Monday, April 11, 2011
  • 9. Timeline Campaign Timeline = CONSTANT UPDATES New content keeps users interested! Monday, April 11, 2011
  • 10. Resource Distribution AdWords Blog Flickr/YouTube Facebook/Twitter Other 10% 15% 25% 25% 25% Monday, April 11, 2011