Brand Storytelling through Influencer Content: Webinar with Ford & Glidden Paint

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#SMACWebinar BRAND STORYTELLING THROUGH INFLUENCER CONTENT 11/01/2013 @KevinMGreen @ScottMonty @Glidden_Paint @SMACorg #SMACWebinar

description

On Nov. 1, 2013, Racepoint Group and the Social Media Advertising Consortium (SMAC) hosted a webinar discussing the use of influencers in marketing efforts and telling a brand story. Speakers included Scott Monty of Ford, Renee Entinghe of Glidden Paint and Racepoint SVP Kevin Green (moderator).

Transcript of Brand Storytelling through Influencer Content: Webinar with Ford & Glidden Paint

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#SMACWebinar

BRAND STORYTELLING THROUGH INFLUENCER CONTENT

11/01/2013

@KevinMGreen @ScottMonty @Glidden_Paint @SMACorg

#SMACWebinar

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#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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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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#SMACWebinar

Questions?

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Send your questions to #SMACWebinar

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Thank you for attending!

SMAC members are groundbreakers, entrepreneurs and thought leaders. This community fosters an environment of innovation and expertise in social media, with an emphasis on new business opportunities, knowledge and creating business relationships for brands, agencies, technology and media partners.

For information on becoming a member company, the SMACForward Blog or future events please visit us at www. smac.org or @SMACorg.