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:

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2 Responses to “Andy’s Answers: How Newell Rubbermaid manages social media from a multi-brand perspective”

  1. [...] This post was mentioned on Twitter by SmartBrief on SocMed, Lisa Lisa. Lisa Lisa said: How Newell Rubbermaid manages social media from a multi-brand perspective, from @sernovitz http://ow.ly/YWWp (via @SBoSM) [...]

  2. sheri allain says:

    Great (if somewhat obvious) points: the Social startegy should still reflect the Brand’s identity, tone of voice, consumer target, etc.

    Interesting that Rubbermaid owns Graco Children’s Products. There have been lots of product recalls (just today, I got a recall alert via http://www.TwitterMoms.com) yet I don’t know of a Social strategy to address this? In fact, I don’t even see a LINK to Twitter or Facebbok on the Graco Home page? http://www.gracobaby.com.

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