#SMACWebinar

BRAND STORYTELLING THROUGH INFLUENCER CONTENT

11/01/2013

@KevinMGreen @ScottMonty @Glidden_Paint @SMACorg

#SMACWebinar

#SMACWebinar

Introducing our Speakers

@GLIDDEN_PAINT

RENEE ENTINGHE, DIRECTOR, END USER INSIGHT AND SOCIAL MEDIA STRATEGYPPG/GLIDDEN PAINT

@KEVINMGREEN

KEVIN GREEN, SVP, GLOBAL DIGITAL STRATEGYDIGITAL INFLUENCE GROUP/RACEPOINT GROUP

@SCOTTMONTY

SCOTT MONTY,FORD MOTOR COMPANY

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#SMACWebinar

The Evolution of Influencers

WISDOM OF CROWDS TALENT OF CROWDS

OPPORTUNITY & INSIGHT COLLABORATION

INDEPENDENT ENABLED

BRANDS ON THE FRINGE BRANDS AT THE CENTER

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• Target slide

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OUR GOAL:

Give her support and guidance to get to colorful

results she’ll love – create a friendly, non-

intimidating environment with trusted voices,

encouragement, and helpful tools. Allow her to create

her own Glidden brand story.

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Influencers as Publishing Partners

Owned Social Channels

Retail Extension

Distributed Content & Experiences

Traditional Media Integration

Owned Property

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The Colortopia Team

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Bloggers as Distribution Partners

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Bloggers as Distribution Partners

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Integration with Traditional Media

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50 million+ exposures to My Colortopia

1 million+ minutes spent interacting with content

100K+ quiz and tool interactions

3,700 color palettes saved

Visitors to MyColortopia.com are 70%+ more likely

to consider purchasing Glidden Paint for a future project

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Results Highlights

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Ford Motor Company:How Content Fuels Social

And Builds Trust

Ford Motor Company:How Content Fuels Social

And Builds Trust

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Why do people share content?

To share interesting things (61%)To share interesting things (61%)

To share important things (43%)To share important things (43%)

To share something funny (43%)To share something funny (43%)

To let others know what I believe in and who I To let others know what I believe in and who I really am (37%) really am (37%)

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Speak the customer’s language

Self-aware

Committed to entertain

Focus Doug Focus Doug

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“If you wish to persuade me, you must think my thoughts,

feel my feelings and speak my words.”

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Working with influencers

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100 Participants100 Participants

Unique missionsUnique missions

Documented Documented on Social Mediaon Social Media

Fiesta MovementFiesta Movement

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A Question of Trust

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Working with influencer Devin Supertramp

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An extension of #AndIsBetter

Social - andisbetter.tumblr.comPrint, TV, digital

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#OneTankAdventure – highlighting MPG

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Now it’s your turn

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What’s next

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Go Further

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Questions?

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Send your questions to #SMACWebinar

Thank you for attending!

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