1. BLACKBOARD CO. + OSRAM SYLVANIA
AN APPROACH TO SOCIAL
BLACKBOARD CO.
2905 SAN GABRIEL ST
AUSTIN, TEXAS 78705

2. 2015 ©Blackboard Co.
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TABLE OF CONTENTS
Nurturing & Care of Social
Part I: The Audience
Part II: The Business
A Strategy for Currency and Content
Channels and Governance
Page 03
Page 04
Page 11
Page 17
Page 21

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NURTURING & CARE
OF SOCIAL
THE BASICS OF SOCIAL ARE NATURAL TO MOST OF US.
AS A COMMUNICATOR AND A BRAND WE NEED TO UNDERSTAND
THE DRIVERS AND THE GOVERNANCE WE CREATE TO GUIDE
OUR APPROACH. A BLEND OF PRINCIPALS, STRATEGY AND
RIGOR WILL GUIDE US TO HOW TO OPTIMIZE TO THE
GOALS OF OUR INVESTMENT.

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NURTURING AND CARE OF SOCIAL
PART I: THE AUDIENCE

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I LIKE YOU
BECAUSE
YOU LIKE
WHAT
I LIKE
THERE ARE MANY LEVERS TO PULL AND
ACT UPON IN SOCIAL. ONE TRUTH DRIVES
ENGAGEMENT. WE FOLLOW PEOPLE AND
BRANDS THAT SHARE OR CHAMPION THE
THINGS WE CARE ABOUT.

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SOCIAL IS A
CONVERSATION
BRANDS SUCCEED IN SOCIAL WHEN THEY REMEMBER THIS
IS A CONVERSATION. WHILE WE DO MARKETING THROUGH
SOCIAL, WE SHOULD NOT BE USING THIS TO MERELY MARKET
AT OUR AUDIENCE. SOCIAL IS A WAY TO CONNECT OUR BRAND
BELIEFS AND BENEFITS WITH THE PASSIONS OF OUR AUDIENCE.

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SOCIAL =
ALWAYS ON
DEFINING YOUR SOCIAL STRATEGY SHOULD BE
ABOUT A COMBINATION OF EXPLOITING CURRENT
CAMPAIGNS/CONTENT AND SUSTAINING RELEVANCE,
ENGAGEMENT AND STORIES THROUGHOUT THE YEAR
TO AID TOP-OF-MIND PERCEPTION AND AID INTENT.
IT IS A KEY STRATEGY AND INVESTMENT TO AN
ALWAYS-ON COMMUNICATIONS STRATEGY.

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SOCIAL IS
MOBILE
OVER 50% OF SOCIAL USERS ARE ACTIVE IN SOCIAL ON
MOBILE DEVICES. USERS OF MOBILE SOCIAL CREATE AND
REACT TO WHAT THEY EXPERIENCE IN REAL-TIME AND SHARE
ON SOCIAL AT A HIGH FREQUENCY.

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7
HUMAN NEED = SOCIAL CURRENCY
Social media is not really about technology — it’s about the human need for connection, expression and validation. Our job as marketers is to inject
the ideas connected with need or interest, leave room for personal expression and create the means by which to share and add to the conversation.
Connection
Expression
Validation
Human Needs Social Trigger
Conversation
“Give me something interesting and relevant to talk about”
Affiliation
“Show me how your brand shares the same interests and values as me”
Identity
“Help me define who I am and what I stand for via your brand”
Advocacy
“Give me the opportunity to raise my hand and stand up for your brand”
Information
“Make me an informed user”
Utility
“Give me social interactions that are useful”

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GUIDING SOCIAL
BE A FAN. Stop talking about ourselves all-the-time. Don’t just post self-
promotion, celebrate the categories we are passionate about and post the
things that inspire us.
THE AUDIENCE OF ONE. Digital media while connected is most powerful
when we remember the audience of one, that validation is always one of the
biggest motivators.
CELEBRATE OUR FANS. Reward, surprise and celebrate our audience.
Make them feel they have a voice and input for why we created this company.
SAY THANKS. Thank your supporters. Give them a pat on the back for
supporting us and now and then a bigger surprise.
AMPLIFY THE CONVERSATIONS. The audience defines the trends, they
create and define the language, our job is to broadcast and amplify it through
our audiences and channels.
MAKE IT EASY. Make every engagement as easy and as rewarding as
possible. Use higher barriers to define, engage our loyalists.
MAKE IT EXPRESSIVE. Create inclusive programs and posts that leave the
conversation open, conversational and creative for the audience.
BE SURPRISING. Be insightful, trendsetting, fun, playful and unexpected.
LESS IS MORE. Quality over quantity. The quality of what we choose to post
makes a statement about who we are.
LISTEN AGGRESSIVELY. Aggressively observe and mine for insight,
sentiment, voice, segmentation and trends.
EMBRACE THE “TRIBES”. Define and cultivate and celebrate the passion
segments that our audiences defines.
CROSS PROMOTE. Between social channels, between online and real-
world, connect the stories between paid and owned.
MAKE IT MOBILE FRIENDLY. Create social promotions that encourage
real-world and drive in-store interactions with mobile.
HAVE A HASHTAG STRATEGY. Develop a hashtag strategy that covers
both function and expression and then promote them. Do not hesitate to
adopt/co-opt a hashtag our audience uses as it will likely take us
even further.
ONE IMAGE IS WORTH A THOUSAND SHARES. We are sensorial
beings and images are the easy inspiration, share and engagement.
THIS IS A CONVERSATION. We will never forget this is a dialogue and
not a broadcast medium. Reward the accolades and engage and mitigate the
negative with swarm strategies.
ADD SOCIAL SHARE EVERYWHERE. Connect all our properties with
social share.
WATCH THE RIGHTS. Copyright infringement is the toughest play in social.
If shared always mention the linked source and give attribution. When in doubt
find another way.

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NURTURING AND CARE OF SOCIAL
PART II: THE BUSINESS

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SOCIAL IS
JUST A PIECE
OF A
GO-TO-MARKET
STRATEGY
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SOCIAL LEVERAGES AND THRIVES
WITHIN A COORDINATED CONTENT
MARKETING APPROACH TO
ADVERTISING.

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SOCIAL MEDIA IS A CRITICAL PIECE OF A
A CONTENT MARKETING APPROACH TO
COMMUNICATIONS
EXPLOIT CAMPAIGNS, SEASONS AND LAUNCHES.
A stock and flow approach allows us to plan our campaigns and major pushes so they not only
feed the channels but amplify the objective. The goal is to create and provide content that takes
advantage of major surges in marketing, engaging and attracting customers with a cadence that
includes surges of major content/messages, beats that are semi-monthly or weekly and pulses
that can be daily content and dialogue.
Time –>
Resources–>
BEAT
SURGE SURGE
BEAT
PULSES PULSES PULSES PULSES
BEAT BEAT

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THE CENTER
OF YOUR
DIGITAL
ECOSYSTEM
MIGHT NOT
BE YOUR
.COMSOCIAL AND YOUR DIGITAL STRATEGIES SHOULD BE
DESIGNED AROUND THE DESIRED CUSTOMER ACTION
AND DESTINATION. THE FINAL CUSTOMER ACTION MAY
BE THE STORE OR LEAD-GEN, NOT JUST A VISIT TO OUR
WEBSITE.
cONTENT STRATEGy AcROSS chANNELS ABOUT
Y
PAINTCOLORS
INSPIRATION/IDEASTIPS/ADVICE
Facebook
Houzzbloggers
Twitter
Instagram
mobile app
C+K.com
PaintStudio.com
Acehardware.com
YouTube
email/crm
Pinterest
STORE

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OBJECTIVES & KPIs
DEFINE, MEASURE,
BENCHMARK & ENHANCE.
We plan so we can innovate. Creating context, meta strategies,
themes and timing allow brand, agency and partners to keep the
always on cadence we are looking for. This rigor also aids the ability
for teams to stay real-time and react and augment with timely and
relevant on strategy content.
1. AWARENESS
Content, utility and experiences that attract,
aggregate and engage audiences.
2. ENGAGEMENT PERCEPTION
Drive deeper engagement and share
information and stories that drive perception
and amplify our cause.
3. LEADS CONVERSION
Create content, utility and opportunity to
drive beneficial consumer/customer action.
4. ENHANCED CUSTOMER
SERVICE
Utilize social interaction to enhance and
create greater CSAT.

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LISTEN, LEARN AND
ADJUST
ASSIGNING KPIs IS CRITICAL. BY CREATING STRATEGIC
AND MESSAGING GOVERNANCE WE BRING
STRUCTURE TO NOT JUST OUR MESSAGES BUT
LEARNINGS WE CAN APPLY. BY TRACKING AGAINST
TAGS OF INTEREST, SUBJECT AND MEDIA TYPE WE
ARE ABLE TO GET DIRECT VALUE OUT OF SOCIAL
ANALYTICS AND ADJUST OUR MESSAGES OR KPIs.

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A STRATEGY FOR
CURRENCY CONTENT

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PILLARS GUIDELINES
FOR EVERYTHING
AHEAD OF YOU
...speaks to your safety as well as
the safety of those who share the road with you.
After all, it’s not just personal safety today’s drivers care about,
it’s the safety of those in front of them.
The line also speaks to one’s future; to future drives and future trips.
Emotionally, it addresses fears of driving at night in a positive, “pro-active” way,
rather than in a fearful way.
Any time a line can be both figurative and literal,
both emotional and physical, it’s more powerful and connective to an audience.
This idea is easily campaignable and very memorable.

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PILLARS GUIDELINES
FOR EVERYTHING
AHEAD OF YOU
SAFETY DIYAUTOSCIENCE EVENT PROMO
BLACKBOARD CO. WILL ESTABLISH A SOCIAL COMMUNICATION FOUNDATION, WEAVING
SYLVANIA’S CORE ATTRIBUTES AND BENEFITS INTO ENGAGING AND INSPIRING STORIES. THIS
CREATIVE PLATFORM WILL UNIFY EFFORTS AND BECOME A LENS THROUGH WHICH WE CAN
CREATE, MEASURE, LEARN, OPTIMIZE AND GOVERN. THE SOCIAL EFFORT WILL:
• Provide planning parameters for future posts
• Set criteria by which to track content/message interest, optimizing against audience and/or creative
• Ensure multiple agency and client groups stay “on-message”
• Reinforce recurring themes for audiences, establishing trust
• Expand on stories and subjects where Sylvania should have a voice
• Support core differentiators to communicate quality, integrity, innovation and vision

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FOR EVERYTHING
AHEAD OF YOU
Audience takeaway:
Sylvania is focused
on educating me
and providing me
products that can
make the people I
care about safer.
Audience takeaway:
There is a lot more
that goes into the
RD of a simple auto
headlight than I ever
imagined.
Audience takeaway:
They are as much of
an enthusiast as I am.
Audience takeaway:
Sylvania makes it
easy to understand
benefits of auto
headlights and super
easy do it myself.
They know DIY.
Audience takeaway:
Keeps me up-to-
date with cool stuff
I love and gives me
exclusive access.
Audience takeaway:
Easy reminders and
easy to buy.
Stories:
• Product attributes
• Brighter
• Clearer
• Infographics/factoid
• Safety news
• Seasons
Stories:
• Product attributes
• Brighter
• Clearer
• Infographics/factoid
• Safety news
• Seasons
Stories:
• DIY
• Headlight how-to
• General how-to
• Replacement guide
Stories:
• Trends
• Industry news
• Racing
• Tuner
• Classic/collector
Stories:
• Weather
• Physiology
• Physics
• Sustainability
• Energy efficiency
Stories:
• Sports
• In-store
• Online
• Community
Stories:
• Social promotion
• Seasonal campaign
• In-store promo
• Co-op
• Online couponing
EXPANDED PILLARS
SAFETY DIYAUTOSCIENCE EVENT PROMO

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CHANNELS
GOVERNANCE

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13
MILLISECONDS
THE HUMAN BRAIN CAN ACHIEVE THE REMARKABLE
FEAT OF PROCESSING AN IMAGE SEEN FOR JUST 13
MILLISECONDS, SCIENTISTS HAVE FOUND.
THAT IS 60,000X FASTER THAN TEXT.
IMAGERY IS 87% PERCENT MORE LIKELY TO BE SHARED.

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VISUAL
CONTENT
FOCUS
WHILE TEXT POSTS WILL ALWAYS BE A
FOUNDATION, THE FOCUS FOR OUR
PLAN SHOULD LEVERAGE SOCIAL
VISUAL PLATFORMS.
IMAGE DRIVEN SOCIAL INVITES
LIKES AND PARTICIPATION,
ESPECIALLY VIA MOBILE.
Facebook will be the core driver and focus. This is
where the guardians are and we can develop content
that works for female, male and family alike.
Instagram is a natural, being a part of the Facebook
platform it easily integrates. It is mobile. Strong
hashtag usage and consumer adoption to create and
share it gives us an easy way to invite our audience
to contribute.
Pinterest indexes very high for women, but recent
growth amongst men is huge. It can be both an
expressive and an educational platform. It works
best when we can create more content that
originates within owned online properties.
Backbone of video. A core strategy already of
OSRAM Sylvania, using it as a content and
distribution hub developing more thematic content
will help support all digital channels.

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MESSAGING
CADENCE
The messaging pillars will come to life through our core channels. For all channels, we’ll target key days to increase reach, virality and engagement and
optimize posting cadence as we observe virality and interest in our content. Blackboard would provide a monthly calendar with the goal to have base
cadence plan signed off in the middle of the month prior.
Recommended posting guidelines:
• Post original content a minimum of three to five times a week with a focus on Facebook
• Pass along and create conversations around relevant and timely stories that leverage our pillar themes to augment
• Provide guidelines and access for event teams to activate and post from events
• Plan ahead to identify seasonal and event opportunities with timely content
SUN MON TUE WED THU FRI SAT
Event Science/Innovation Safety DIY Auto Safety DIY/Promo
Sample weekly cadence

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HASHTAG=REACH
BRANDED
REACH
DEVELOPING A HASHTAG STRATEGY BUILT AROUND
BRANDED HASHTAGS AND TARGETED HASHTAGS
CAN MAKE IT EASY TO DISCOVER AND JOIN OUR
CONVERSATION.
Your brain processes visual information up to 60,000 X faster than other
information. That is why we design our headlights provide brighter, whiter light to
make sure you see everything ahead of you. Tell us what is ahead for you?
http://bit.ly/1FRGcah #roadtrip #Sylvania #automotive
#aheadofyou #Sylvania #automotive

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MANAGE,
MONITOR
MEASURE
BLACKBOARD WILL WORK WITH ANY EXISTING SOCIAL MEDIA MANAGEMENT PLATFORM IN PLACE, OR
WORK WITH A PLATFORM LIKE HOOTSUITE.

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2016 THE YEAR OF
BENCHMARKING
SOCIAL
AT THE OUTSET WE WILL ESTABLISH AND AGREE UPON CORE GOALS AND KPIs FOR SYLVANIA. OUR
GOAL WILL BE TO PROVE OUT OUR ASSUMPTIONS AND GOALS AND ESTABLISH AND EXPAND THE
STRATEGIES OF HOW WE UTILIZE SOCIAL AND CONTENT MARKETING TO DRIVE THE PREFERENCE OF
SYLVANIA HEADLIGHTS AND THE ENCOURAGE ADVOCACY.

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SOCIAL ON
STEROIDS–
PAID MEDIA
WHILE A WELL-CURATED SOCIAL PRESENCE IS A
POWERFUL FORCE, OVERLAYING PAID MEDIA ONTO
AN ORGANIC SOCIAL PLAN RATCHETS UP IMPACT,
DRAWS FRESH ATTENTION TO CONTENT AND
DRIVES ENGAGEMENT WITH A BROAD AUDIENCE.
BUDGETS ARE SCALABLE AND SHOULD BE SET
AGAINST INDIVIDUAL INITIATIVES, CONSIDERING
THE GOALS OF EACH EFFORT AND THE STRENGTHS/
WEAKNESSES OF THE PLATFORMS INVOLVED.

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FURTHER
GOVERNANCE
ONCE ENGAGED THERE ARE A NUMBER OF ELEMENTS OF STRATEGY AND THE MANAGEMENT
OF SOCIAL THAT WOULD BE DEVELOPED AND DELIVERED TO PROVIDE MESSAGING, CREATIVE,
COMMUNITY AND GENERAL ACCOUNT GOVERNANCE.
These would include:
• Set core KPIs and establish benchmarks
• Establish and manage social voice and tone
• Establish and manage a social and community policy
• Finalize messaging pillars
• Establish and manage the social escalation policy and procedures
• Establish and execute monitoring strategies
• Publish a social roadmap
• Plan for sponsored posts to heighten social impact
• Provide consistent reporting to the Sylvania team

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THANK YOUThank you for your time and consideration.