BlogWell Social Media Case Study: Walmart, presented by Jessica Fredrickson, Suraya Bliss and John Andrews
BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice and answer your questions. To learn more about BlogWell, visit the event site here: http://gaspedal.com/blogwell/ For $200, attendees spend the afternoon hearing case studies from companies like: * Walmart * The Home Depot * Allstate * H&R Block * Mayo Clinic * Sharpie * Procter & Gamble * UPS * Cisco * Kaiser Permanente * US Coast Guard * Graco * Intel Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. In this presentation, Jessica, Suraya and John describe Walmart's goals in social media and how they connect with their large base of customers.
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BlogWell Social Media Case Study: Walmart, presented by Jessica Fredrickson, Suraya Bliss and John Andrews
- 1. 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.
- 2. O b 2 2008 October 27, Connect & Share With 200 million of your closest friends Suraya Bliss & John Andrews, Blogwell 2008 Andrews 1
- 3. Today Wal-Mart continues to change and grow… 2.2 Million associates 7,000 7 000 + stores worldwide 4 000 + 4,000 in the US #1 Company We’re part on the Fortune 500 of the community Jackson Hole, WY 2
- 4. We didn’t have to change who we were…our purpose aligned with Sam’s Walton’s vision… If we work together we’ll lower the cost of living for everyone we’ll give the world everyone…we ll an opportunity to see what it’s like to save and have a better life Sam Walton 3 3
- 5. Connecting with our Internal and External communities Best Practice Q&A Sharing Blogs Polls Connect & Discussion Share Board Ideation Feedback Buttons Ratings & Reviews Chats 4
- 6. Guiding Principles 1. Increase Loyalty 2. Gain Understanding 3. Reduce Costs 4. Reinforce Brand Pillars 5
- 7. Creating a deeper connections Objective • Build deeper relationships transactional collaborative engaged less loyal more loyal relationship continuum 6
- 8. Connections • Nine out of 10 Americans shop Walmart p • 22% of Americans know someone who works at Walmart or Sam’s Club k tW l t S ’ Cl b 7
- 9. Ideation 8
- 10. myWalMart.com 9
- 11. Connect & Share 10
- 12. Check Out Blog 11
- 13. Build relationships with our Target Consumer by activating Money Saving Mom Community Money Saving Community You Tube Demos Users MM % Users Age All 72.0 – <18 13.3 18% 18-34 13.2 18% 35-44 14.1 19% 45-54 15.5 22% 55+ 15.8 22% Money Saving Mom Guru’s Gender Male 37.0 51% Female 34.9 49% Source: Nielsen//NetRatings (April 2008). 12
- 14. UGC creativity example Community activation • Money Saving Mom Blogger Jessica Smith (Jessicaknows.com) created a contest for a free video camera provided by flip. Her subscribers sent her fall fashion ideas that she challenged she could create at Walmart for $75 Her community voted on the top submissions and she produced a video of her shopping visit $75. 13
- 15. Key Program Launches Coordinated efforts at growing customer engagement through emerging media You Tube – Money Saving Video Tips Elevenmoms Community Mobile Base 95.5% 14
- 16. Discussion 15