Social Media Strategy: Sharpie

Presented By: Jessica WernetteMSU New Media Class, August 2010

What is Sharpie?

Sharpie is…

Bold & brilliant

Thick & thin Crazy & tame

Pocket sized & pencil case friendly Artistic & Corporate

The Plan

Goal: To encourage involvement and interaction with the brand through fostering creativity and continuously re-shaping and reinventing how the product is used

Current Social Media Vehicles Utilize to their fullest potential & Add NEW elements

Sharpie: Color Your World…Your Way

Objectives:•Embrace individuality •Encourage creativity & uniqueness

Why•Consumers are the Sharpie brand•Brand loyalty•Create emotional bond

How:•Shared stories & applications•Showcase consumer use

TWITTER/FACEBOOK

Currently: 5350 followersFollowing 5204

Communication

Sharpie Tweets/Facebook posts

Continue to Increase Followers

Facebook user homepage sidebar ads

That’s ME!!!

BLOG

Regularly maintainPromote Sharpie/blogger conversationContests: Encourage consumer interaction

Design Contest

YouTube Channel

“Sharpie, My Way” Videos

Contests: For new Sharpie viral videos/online commercials

Weekly Videos from Inside Sharpie Corporate

AD WORDS

Increase traffic to website, blog, and other online vehicles

Keywords: Permanent MarkersSharpieSharpie permanent markersSharpie markersColoredSharpie pensSharpie colored markers

Color Your World…Your WayFind out how you can use Sharpie

& make it your ownwww.sharpie.com

INTERACTIVE DIGITAL BILLBOARDS

•Interactive screen•Each billboard is a Twitter Place location

FLICKR•Consumer post pictures of how they color their world•Photo-share and vote on monthly “best sharpie creation” photo

BUDGET

Online Social Media: Time Spent Promoting On•Twitter/Facebook 25%•Blog 20%•Youtube 35%•Flickr: 20%

Metrics of Success•Social media mentions•% increase in followers/fans