Out With the Old In With the New!

Operational Shifts From Social Media

9/2/09

Ed Billmaier – 15 YearsSr. Director, Relationship & Interactive MarketingOver $3 B sales per year

We Have Very Passionate Consumers!

Passionate About Gardening and Lawn Care

And Passionate About Other Things…

With waaaay too much time on their hands…

Social media offers…

Company Benefits– Brand Strength– Sales Growth

• Awareness drives comprehension drives purchases

– Consumer Data• Information• Insights

– Word-of-Mouth Awareness

– Industry Authority

User Benefits– Product Knowledge

• Through Forums, Blogs• Projects, Tips,

Inspiration

– Problem Solving– Pride – Entertainment– Community Building

• Social Status, Networking, Friends

Scotts is Pursuing Social Media on 4 Fronts

• Marketing *– Build brand awareness and engagement

• Service *– Proactive and reactive relationship building

• Public Relations – Social media storm / monitoring

• Internal Communication– Engage associates and improve

communication

Social media section of the site

Connect

Forums

Opportunities:

•Recognize most engaged consumers and incentivize participation

Blogs

Opportunities:

•Extend reach beyond site

•Improve Consumer understanding

Photo Sharing

Opportunities:

•Integrate photo sharing with brand promotions and positioning

Ratings and Reviews

Opportunities:

•Improved engagement of brand teams

•Rapid Application of insights

facebook

Opportunity:

•Could we own a focus of passion instead of just our brand? Why friend a product?

Consumer Service

• Passive Service– Respond to contacts on company sites– Respond to contacts on external sites owned

by Scotts

• Active Service– Proactively search for question on external

sites about our brands and respond– Proactively search for question in the

category on external sites and respond

Passive Service - Twitter

Opportunities:

•Understand level of commitment needed

•What is the exit strategy?

Active Service - Amazon

Opportunity:

•Better leverage tools to identify opportunities to engage the consumer

•Integrate social media with contact management tools