Published on December 16, 2008
October 28, 2008 www.gaspedal.com/blogwell www.blogcouncil.org © 2008 GasPedal LLC. You may share this presentation if it is not altered in any way.
You Can Do It We Can (Still) Help It. Help. Social Media and The Home Depot Nick Ayres 10.28.08
Where Do You Shop? Today, Today it just depends. depends 2
Overview of the Landscape Traditionally, The Home Depot has been synonymous with home improvement expertise and best-in-class customer service In recent years this reputation has come under fire years, fire, impacting our brand preference 3
A Very Public Trial March 2007 MSN article: 7,000+ comments 4
The Big Idea Social media gives us the opportunity to create lasting brand differentiation by: Recapturing ground we've lost with existing customers, or those on the fence Connecting with a new set of customers Engaging our associates in ways that are relevant to their lifestyles Simply put, social media is a growing part of our digital orange apron 5
Example #1: Twitter and Natural Disasters The Home Depot is a leader in natural disaster preparation, repair and recover efforts, for both our customers and our associates t d i t The challenge: Could social media help us reach further faster? further, 6
How Did We Engage? Trusted Ti l Timely Relevant Accurate Appropriate pp p 7
The Results Extremely positive commentary, both externally and internally Building block for long-term brand preference Added a human face to the “online” brand Did we drive short- term sales? Maybe. Was that y the point? No. 8
Example #2: Video Syndication Reality check: homedepot.com is a destination – but not the only destination – for home improvement know how homedepot.com/tv 9
Video Syndication Tactics and Results How did we engage? Identified destinations that made sense and were contextual to our brand promise Started small and are building over time Following the same rules: Be trusted, timely, , y, relevant, accurate and appropriate Response so far? Mostly positive, always candid feedback about content and context 10
Tips and Best Practices Start at the beginning as often as possible Fi d others at your company who are passionate about Find th t h i t b t the brand and the space, and make them evangelists Scratch and claw for small wins, then use them to capture the imagination of an executive champion Do not let social media turn into another quot;campaign” 11
Q Questions? ti ? Examples from the presentation: Follow us on Twitter @TheHomeDepot Check out our how-to videos @ homedepot.com/youtube Nick Ayres The Home Depot email@example.com Twitter: @nickjayres FriendFeed: nickjayres 12
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