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#ConeOR @Alex20001 @ConeLLC
#ConeOR
@Alex20001
@ConeLLC
Confidential and Proprietary 2
Cone: Communications & Marketing
• Three decades in the outdoors & recreation space
Confidential and Proprietary 3
What We Do
We strive to help brands build trusted relationships with key stakeholders.
We offer effective marketing and communications solutions.• Cause BrandingSM
• Brand Marketing and Public Relations
• Corporate Responsibility
• Nonprofit Marketing
• Entertainment Marketing
• Social Media
• Crisis Prevention & Management
We are a values-driven company.
• Passion
• Integrity
• Teamwork
• Commitment to Excellence
• Intellectual Curiosity
Confidential and Proprietary 4
Who I Am…
• Worked at National Geographic for 5.5 years
• Spent 3.5 years at USA TODAY
• Current Director of New Media at Cone
• Digital native• Engaged to sea kayak and
stand-up paddle board instructor and former NOLS guide
Confidential and Proprietary
Overview
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Engage consumers as brand and product evangelists
Best practices to deepen relationships with consumers
Use digital tools and platforms to spread brand messages
Examples from other industries of how to drive buzz and awareness
Strengthen reputation, drive sales
Confidential and Proprietary 7
Use Facebook to connect directly with consumers and their lifestyles
Create immediate incentives for purchase, and special offers for your fans
Share new products and connect like-minded consumers on a social platform
Confidential and Proprietary
Barbour Goes Rock and Roll
• Traditional British field brand
• Started being seen on celebrities and rock stars
• Takes advantage of momentum – creating “Guide to Civilized Festival Attendance”
• Solicits album of concert shots in Barbour apparel
• Finds a new cover girl
Confidential and Proprietary
Orvis and Dogs
• Traditional hunting and fishing brand
• Also run dog breeding and dog training program
• Facebook page for core brand = 17k+ fans
• Facebook page for Dog sub-brand = 11k+
• Both pages offer audience appropriate content and appropriate branding
Confidential and Proprietary
F-Commerce
• Nine West Fan Shop• Offers a limited collection
through Facebook• Collection also available
on NineWest.com – but limited cross promotion between the two makes it feel exclusive
Confidential and Proprietary
Fan Offers & Incentives
• Offer fan-gated coupons on a regular basis
• Offer frequent fan giveaways to drive fan and build customer database
• Use your social assets to promote fan incentives
Confidential and Proprietary 12
Best Practices for Facebook
• Pay attention to how your consumers use your product
• Make connections between product and lifestyle
• Engage fans for feedback• Give them enough to feel
special• Make sure the person
speaking on behalf of your brand knows your brand
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Use Twitter to create real-time content, both promotional and industry-based
Use the platform as an opportunity to engage existing users of your product
Look for opportunities to target new users
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@ChacoUSA
• Calls consumers #Chaconians• Taking advantage of a unique
product “attribute”• #ChacoTan hashtag already
commonly used• Kicked of Chaco Tan “Most Idyllic
Location” contest
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@Smartwool
• Uses Twitter to make sure customers are getting full benefit of product
• Reaches out proactively• Highlights content from
hashtags to be visible to new audiences
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Best Practices for Twitter
• Make it fun• Be fast• Treat Twitter as the new
customer service line• Promote your partners• Make use of hashtags for
events, contests and sweeps
Location
Confidential and Proprietary
Sports Authority and Foursquare
• 38k friends on Foursquare• 338k fans on Facebook • 7.7k followers on Twitter
Uses Foursquare to:• “Unlock exclusive deals at
Sports Authority stores and receive tips about stadiums, parks and other sports locations where you can work up a sweat or cheer on your favorite team.”
Confidential and Proprietary 20
Sports Authority Headlines
Mayors of Sports Authority Get $10 Cash Cards on Foursquare• The promotion rewards mayors at its 463 retail venues with $10 Cash Cards
Sports Authority's Foursquare Check-Ins Skyrocket on Black Friday• Every metric of engagement tracked increased - Twitter posting, Foursquare
check-ins, Facebook friend adds and comments• Saw a lift from 5x to 20x for the number of check-ins• Sports Authority gave away $500 gift cards to 20 randomly selected
Foursquare users who checked in at one of the brand's 400-plus stores
Extreme Sports + Foursquare = Charity Win• Supported the fight against breast cancer at the 15th Winter X Games • Donated $1 for every checkin to “Sports Authority at Winter X Games” at
Buttermilk Mountain in Aspen, Colo. • Money went to Boarding for Breast Cancer, one of Sports Authority’s
nonprofit partners
Confidential and Proprietary 21
TOMS Shoes
• Used location to teach people about the company’s history
• Created a day without shoes, allowing people to post a message and image to get a pin
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Best Practices for Location
• Think of location as the new couponing
• Pulse during the year• Tie location to loyalty• Provide content unique
to your brand
Tools, Partnerships and Buzz
Confidential and Proprietary
Tools, Partnerships and Driving Buzz
How do you equip your consumers with tools to tell their outdoor adventure story in a natural and authentic way?
What kinds of partnership opportunities exist for you to connect your product with a different audience?
How do consumer packaged goods brands use social media to drive buzz?
Confidential and Proprietary
Go Pro Cameras
• 43.5 million video views on YouTube
• 68k YouTube subscribers• 480k fans on Facebook
• Online sport-specific video channels with edited clips (Auto, Surf, Snow, Skate, Bike, Paddle, Flight)
• Curation tied to sponsorships
• Consumers in TV commercials
• New consumer videos/photos every day on Facebook channel
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Go Pro Partnerships and Sponsorships
• Primal Quest Expedition Adventure Race• Chicago Match Race Sailing • Lucas Oil AMA Pro Motocross Championship• Kokanee Crankworx Freeride Mountain Bike Festival • Teva Mountain Games• Outside in Aspen • 2011 Amgen Tour of California • Monster Energy AMA Supercross• The Powerboat Superleague • Ford Racing Mustang Challenge Races • Sponsor of the National Geographic show “Killer Shots”• Used on “Deadliest Catch”
Confidential and Proprietary
Timberland
• Helped launch Timberland’s Earthkeepers campaign
• Launched Earthkeepers Virtual Forest application, asking users to help plant 1 million trees in Haiti
• More than 1 million trees planted by over 180,000 application users
• Created the Hortiscope to continue the connection to trees and tree planting
Confidential and Proprietary
Yoplait Light Virtual Launch Event Overview
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Best Practices for Partnerships
• Be authentic in who you partner with
• Use a content expert to develop quality media placements
• Multi-channel digital integration will deepen your reach
• Create custom experiences for media and consumers
Reputation and Engagement
Confidential and Proprietary
30%
of American new media users have made a
purchase based on positive information
they’ve learned about a product, company or
brand’s CR issues and business practices through new media
23% of American new media users have switched brands or boycotted a company based on negative information they’ve learned about CR issues and business practices through new media
2009 Cone Consumer New Media Study
Confidential and Proprietary
When deciding whether to engage with companies or brands via new media, users look for the following types of company/brand interactions:
2010 Cone Consumer New Media Study
Confidential and Proprietary
Companies and brands can benefit from engaging with new media users:
2010 Cone Consumer New Media Study
Confidential and Proprietary
New media users won’t hesitate to stop following companies via new media if they aren’t satisfied with their experiences. Reasons include:
2010 Cone Consumer New Media Study
