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© 2013 WESTERN DIGITAL TECHNOLOGIES, INC. ALL RIGHTS RESERVED. WD CONFIDENTIAL
Social Media Manager
February 12, 2014
My Passport ProSocial Media
Jeremiah Broske
© 2013 WESTERN DIGITAL TECHNOLOGIES, INC. ALL RIGHTS RESERVED.2
Objectives & Strategies Tactics
OverviewMy Passport Pro – Social Media
Establish WD as the storage expert within the creative professional and Mac communities
Create content with WD Creative Masters to highlight products features for Creative Pros
Support and utilize Influencers and Product Experts to engage our community
Provide product and technology education for our core audiences that empowers them to feel like experts
Ongoing and always on campaigns highlighting WD as brand of choice for Mac users and Creative Pros
Announcing with posts across all social media sites
Showcase editorial reviews to reinforce the press’s reaction to the product
Support PR Influencer and Blogger Outreach program to core use case audiences
Twitter chat and Google+ Hangouts post launch with product expert
Creative Pro or WD influencer to explain benefits of the device
Creative Pro Twitter Chat Series over the course of 2-4 weeks
Utilize WD Creative Masters and other industry influencers to generate ongoing buzz around technologies
Dedicated hashtag campaigns such as: #Worthsaving #Thunderbolt #RAID
Develop Infographics to highlight benefits of WD technology
WD CONFIDENTIAL
© 2013 WESTERN DIGITAL TECHNOLOGIES, INC. ALL RIGHTS RESERVED.3 WD CONFIDENTIAL
Pre-Launch Activities
Raid Education 3 week campaign
highlighting key benefits of RAID
Similar to Personal Cloud Education Campaign
Will also help prep consumers for a RAID version of future CSS products
Promoting Solution Series Videos from Matt Bennion across all social channels
My Passport Pro – Social Media
© 2013 WESTERN DIGITAL TECHNOLOGIES, INC. ALL RIGHTS RESERVED.4 WD CONFIDENTIAL
Launch Activities
Announce product across all social media sites 3/27 Images of product next to Macbook Pro Swap out of social skins
Showcase editorial reviews to illustrate that the press love the product
Promoting Creative Spirit stories on YouTube and 15 second Attract videos on Instagram
Featuring drive in MacWorld coverage with daily giveaways Instagram images with My Passport Pro at our booth Twitter giveaway during Macworld
My Passport Pro – Social Media
© 2013 WESTERN DIGITAL TECHNOLOGIES, INC. ALL RIGHTS RESERVED.5 WD CONFIDENTIAL
Post-Launch Activities
#DidYouKnow Series Very positive reactions from fans on these posts Highlight features of My Passport Pro Use Infographics to showcase small facts
people aren’t usually aware of
Twitter/Google+ Chats Google+ Chat with MikelParis and his sound
mixer Twitter chats with Product Managers and
Influencers
Creative Pros and Influencers Working with Steven on promoting the work of
their influencers to continue to drive creative pro messaging
CJS / Total Chaos Michael Coleman
Social Hashtag campaign to support “What’s In Your Bag”
My Passport Pro – Social Media