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