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THE HOME DEPOTUtilizing Social Media to Capture the
“Going Green” Market
History and Values
exceptional customer service
provide tools and know-how
how-to clinicstrained staffsave customers money
Eco Optionsproduct line dedicated to Energy Efficiency,
Water Conservation, Healthy Home, Clean Air, and Sustainable Forestry
Proposed Integrated ThemeGOAL: FACILITATE EDUCATION OF THE HOME DEPOT’S ECO-FRIENDLY PRODUCT
LINE
Appeal to eco-conscious consumersTwitter, Facebook, and YouTubeOnline PR for new “green” productsBlogger Outreach GroupInteractive forumSEO tags in all New Strategies
Twitter, Facebook, and YouTube
Implement New Accounts for Twitter, Facebook Eco Options focused
New Eco Options Playlist on The Home Depot YouTube Channel
Online PRPress Releases for
Eco Options Products
The Home Depot’s response to Current Environmental News and Trends
Environmentally Friendly Initiative
Educating the PublicThe Home Depot’s
social and environmental responsibility
attract loyal customers
Blogger OutreachTeam with Home
Improvement Bloggers“Going Green”
Renovation Project Participants
Enhance Image as One-Stop –Shop for Everyday DIY
Facilitate Customer Confidence with Help from The Home Depot
Interactive ForumConnect with Other Customers, Home Depot
StaffEnvironmentally Friendly Topics, Advice
Generate Perceived Benefitsmaking the customer feel important
Gain Customer Knowledgeavenue to influence
Read for Free, Signup to Commentcustomer profile, email
Metrics for SuccessQuarterly Assessments Using Sales Data
% total sales allocated to Eco Options productMonitor Online PR Articles
comments, re-postingsNumber of Followers, Subscribers, Users
Twitter, Facebook, YouTube, Blogs, Interactive Forum
Budget and Timeline ConsiderationsIn the Works Within 4 Months
Up and Running Within 8 MonthsMoney Allocated to Increasing
Customer Care Team to Manage Strategies
Contest for Blogger Outreach Teamdo not have to pay bloggers this wayinstead, cost is just the grand prize
Cost to Data Manage Customer Profilescost of security, cost of coupons