Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story

CORDELL LAWRENCE- JACK DANIEL’S

TOM TROJA - SOCIAL SYMPHONY

Dec '09

Feb 10'

April '10

June '1

0

Aug '10

Oct '10

Dec '10

Feb '1

1

April '11

June '1

1

Aug '11

Oct '11

Dec '11

Feb '1

2

April '12

June '1

2

August

'120.00%

1.00%

2.00%

3.00%

JDTW Facebook Publishing/Post Engagement RateEarly Facebook Engagement with JDTW

Note: JDTW FB Page Went Live: August 2009Engagement Rate Was Tracked Beginning in December 2009

September '12 October '12 November '12 December '120.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%JDTW Facebook Publishing/Post Engagement Rate

Social Archetyping Strategy Fully Engaged

Note: JDTW FB Page Went Live: August 2009Engagement Rate Was Tracked Beginning in December 2009

Dec '09

Feb 10'

April '10

June '1

0

Aug '10

Oct '10

Dec '10

Feb '1

1

April '11

June '1

1

Aug '11

Oct '11

Dec '11

Feb '1

2

April '12

June '1

2

August

'12

October '1

2

December '1

20.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00% JDTW Facebook Publishing/Post Engagement RateWrap-up of Engagement from December ‘09 - December 12’

Note: JDTW FB Page Went Live: August 2009Engagement Rate Was Tracked Beginning in December 2009

TELL STORIES

FULLY FORMING PERSONALITY TO CREATE CONVERSATION

ADDING SHORT CUTS TO MEANING ALL PEOPLE SHARE

SUPER BOWL XXXIV … who remembers?

.008 percent engagement rate

Copyright - Social Symphony 2010 CONFIDENTIAL

WE ALL KNOW - ALWAYS BUILD BRAND EQUITY?

.006 percent engagement rate

Copyright - Social Symphony 2010 CONFIDENTIAL

EVERY TOUCH POINT IS A BRAND EXPERIENCE?

.002 percent engagement rate

Copyright - Social Symphony 2010 CONFIDENTIAL

MAKING MEANING– EVERY MOMENT MATTERS?

MAKING MEANINGFUL CONNECTION EVERYDAY

– The New Social Storytelling

• Little pieces of stories. Digital notes. Every day. All linking to your core.

• All related. All aligned. Interesting on their own. Drawing people back.

Copyright - Social Symphony 2010 CONFIDENTIAL

SO… HOW DO WE CONNECT IN SOCIAL?

Archetypal marketing assumes peoples unfulfilled yearnings lead them to respond on a deeper level to what is missing

CONFIDENTIALCopyright - Social Symphony 2010

MULTIPLE ARCHETYPESHOOK OUR ASPIRATIONS

THE OUTLAW

THE MAGICIAN THE HERO

THE SAGE

THE LOVER

CONFIDENTIALCopyright - Social Symphony 2010

PEOPLE REVEAL THEMSELVES TO OTHER PEOPLE

LOVER

HERO

EXPLORER

OUTLAW

LOVER

HERO

OUTLAW

CONFIDENTIALCopyright - Social Symphony 2010

LOVER

SAGE

EXPLORER

OUTLAW

HEROCONFIDENTIALCopyright - Social Symphony 2010

WHAT ARE YOU GOING TO SAY TODAY?

• Talk like a person… Archetypes Humanize– Short cut… to what things mean

• Fully form – articulate personality– grounded in essence of brand

CONFIDENTIALCopyright - Social Symphony 2010

Copyright - Social Symphony 2010 CONFIDENTIAL

Copyright - Social Symphony 2010 CONFIDENTIAL

CONFIDENTIAL

MULTI DIMENSIONAL ARCHETYPES GROUNDED IN ROOTS OF JACK DANIELS

JD HAS OVER 2200+ POWERFUL POSTS AND GROWING

CONFIDENTIALCopyright - Social Symphony 2010

Dec '09

Feb 10'

April '10

June '1

0

Aug '10

Oct '10

Dec '10

Feb '1

1

April '11

June '1

1

Aug '11

Oct '11

Dec '11

Feb '1

2

April '12

June '1

2

August

'12

October '1

2

December '1

20.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%JD BUILT ON A SOLID FOUNDATION

GETTING SMARTER AND BETTER EVERYDAY

Note: JDTW FB Page Went Live: August 2009Engagement Rate Was Tracked Beginning in December 2009

eMarketer Study Ends

ENGAGEMENT RATE DECEMBER

2012

SocialArchetyping™

Begins