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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
3
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
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