BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman
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SocialMedia.org Video Case Studies Joe Curry & Eric Hausman A Bullseye View This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell San Francisco March 27, 2012 socialmedia.org/blogwell
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In their presentation, Target's Social Media Manager, Joe Curry, and Group Manager of Communications, Eric Hausman, share how they are sharing their behind the scenes stories with media, influencers, and guests. Joe and Eric talk about the process behind running their online magazine "Bullseye View" and how they use it to build buzz and brand affinity. Watch the video of this presentation here: https://vimeo.com/42213726
Transcript of BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman
SocialMedia.orgVideo Case Studies
Joe Curry &Eric Hausman
A Bullseye View
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellSan Francisco
March 27, 2012socialmedia.org/blogwell
A Bullseye View
Eric Hausman Group Manager
@EricH424
Joe Curry Manager @JoeJCurry
@ABullseyeView
1,765
team members worldwide 365,000
U.S. stores (Canada stores opening in 2013)
30 million guests/week 2
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Background & Opportunity
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Background & Opportunity
• Opportunity to connect media, bloggers, brand advocates & guests with a more complete, richer Target story.
• Stories that are:
• more than a status update
• less formal than a news release
• Ones the media may not know about or think to cover
• Fun, compelling stories with the Target wink
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Solution
• We decided to launch A Bullseye View, an online magazine sharing “behind-the-scenes” news at Target
• Supported with Twitter @ABullseyeView
• And we did it in 6 weeks!
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How & why did we launch so quickly?
• Full support from executives (including CEO)
• “All hands on deck”
• Existing agency partner with experience
• Goal to launch in time for NY Fashion Week, our Missoni pop-up store & meetings with key industry partners
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Original Design at Launch
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• Storytelling • Issues & Reputation Management • Brand Affinity
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Lessons from launch
• Enthusiastic support from CEO and exec leaders from Day 1 was key
• Full support from Communications, Marketing and Legal
• Outline editorial process for post-launch
• Experiment, measure, learn & adapt
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Storytelling
Storytelling – From the Vault
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Storytelling with Key Partners
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Storytelling with Key Partners
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Issues & Reputation Management
Issues & Reputation Management
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Issues & Reputation Management
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Brand Affinity
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Brand Affinity
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• Internal social media channels
How do we promote the content?
• Target partners
• Each story is pitched to media and bloggers
• @ABullseyeView
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@ABullseyeView
10,000+ Target team members are rockin’ Red & Khaki @Target Center in Minneapolis for our spring nat’l meeting (SRG)
Honored that @Target is among @Ethisphere Institute's most ethical companies for the 6th year in a row. (LW)
Congrats @JuneAmbrose on the “Styled By June” premiere tonight on @VH1. Your friends @Target will be tuning in! (DTJ)
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Key learnings
• Have a content plan and clear roles & responsibilities
• Balance of topics (e.g. business, community, design & style, entertainment, food and personalities)
• Storytelling is a companywide effort
• Ongoing evolution of content ideas, see what works & adapt
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• Most successful stories offer multimedia
1. Offer something interesting, valuable and new
2. Respect people’s time
3. Be authentic to your brand
Main takeaways
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What’s Next?
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What’s Next?
Upcoming milestones and events like:
Thank you!
Eric Hausman [email protected]
@EricH424
www.abullseyeview.com Twitter: @ABullseyeview
Joe Curry [email protected] @JoeJCurry
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellSan Fracisco
March 27, 2012socialmedia.org/blogwell
