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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: http://gaspedal.com/blogwell/ In his BlogWell Chicago case study presentation, "The Digital Orange Apron: The Impact of Social Media for The Home Depot," Nick Ayres shares how over the past three decades, The Home Depot has built its business around superior customer service and project know-how that has turned ordinary homeowners into DIY weekend warriors. Nick showed how the company uses social media to expand these tenets, and how social media is fundamentally changing the ways in which it engages with its customers and associates. 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. Learn more at http://gaspedal.com/blogwell
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How Big Companies Use Social MediaJanuary 22, 2009 | Chicago
How Big Companies Use Social MediaJanuary 22, 2009 | Chicago
Nick AyresThe Home Depot
The Digital Orange Apron: The Impact of Social Media for The Home Depot
The Digital Orange Apron The Impact of Social Media for The Home Depot
Nick Ayres
01.22.09
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Where Do You Shop?
Today, it just depends.
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Then…
home improvement
know-how
world-class customer service
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and Now
March 2007 MSN article: 7,000+ comments
Gift cards and store closings
Olympic sponsorship
Consumerist’s worst company in America
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The Big Idea
Social media gives us the opportunity to create lasting brand differentiation by: Recapturing the attention of existing and “on the
fence” customers Connecting with a completely new set of customers Engaging our associates in ways that are
relevant to their lifestyles
Simply, social media could serve as the backbone of our digital orange apron
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Recapturing Customers with Twitter The Home Depot is a leader in natural disaster
preparation, repair and recover efforts The challenge: Could social media help us
reach further, faster?
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How Did We Do It?
Trusted Timely Relevant Accurate Appropriate
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The Results
Created a face to match the brand
Put down a building block for long-term brand preference
Energized the slow burn
Did we drive short-term sales? Maybe. Was that the point? No.
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Connecting with Customers on YouTube Reality check: homedepot.com is a destination – but not
the only destination – for home improvement know how
homedepot.com/tv
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Video Syndication Tactics and Results How do we engage?
Participate in destinations that make sense and are contextual to our brand promise
Started small but are building over time
Listen, listen, listen Test and learn
Response? Mostly positive, always
candid feedback about content and context
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Engaging our Associates
Reality check: Our associates are already talking, even if we aren’t listening
Solutions? Currently piloting an online collaboration tool we call
Plans for a nationwide rollout in early to mid 2009 We are also looking for ways to engage our associates via
Facebook, Ning, Twitter, etc.
These are steps in the right direction… but they are not the end destination
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Tips and Best Practices
Start at the beginning as often as possible
Find others at your company who are passionate about your brand and the space, and make them evangelists
Scratch and claw for small wins, then use them to capture the imagination of an executive champion
Do not let social media turn into another "campaign”
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Questions?
Examples from the presentation:Follow us on Twitter @TheHomeDepotCheck out our how-to videos at youtube.com/homedepot
Nick AyresThe Home Depot
[email protected]: @nickjayresFriendFeed: nickjayres
