By Andy Sernovitz on January 21st, 2010 | 70932 comments on this postAndy%27s+Answers%3A+How+Newell+Rubbermaid+manages+social+media+from+a+multi-brand+perspective2010-01-21+13%3A38%3A29Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2Fsocialmedia%2F%3Fp%3D7093
As we gear up for our next BlogWell in San Diego on February 16 — featuring social media case studies from Starbucks, Clorox, USAA, Intuit, Avery Dennison, Community Medical Centers, State Farm Insurance, and the U.S. Navy — I’m sharing some of my favorite big ideas from BlogWell Atlanta as a preview.
In his presentation, Newell Rubbermaid’s VP, E-Business & Interactive Marketing, Bert DuMars, presented a case study on how Newell Rubbermaid manages social media from a multi-brand perspective (their brands include Sharpie, Graco Children’s Products, and Expo, to name a few). Some big takeaways from Bert’s presentation:
- Social media can solve different problems for different brands. Newell Rubbermaid’s different brands use social media to accomplish different objectives. Graco, for example, uses social media to humanize the brand, while Rubbermaid focuses on explaining how their products work by targeting people interested in organizing.
- Social media is an ecosystem. Newell Rubbermaid’s brands use a lot of different tools to participate in social media and are constantly considering how to better integrate their efforts. When they discover something new that works, they look for opportunities to scale it throughout their ecosystem.
- Have fun. Simple advice, but as Bert explains: If you’re not having fun along the way, nobody is going to care about what you have to say.
See the live presentation here:
- Oprah’s biggest branding failure and what we can learn from it
- Parsing the pros and cons of outsourcing social media
- How’s that leadership legacy coming along?
- Should brands try to respond to negative social comments?
- The collaborative-marketing workout: 5 steps to becoming a collaborative brand