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October 28, 2008
        www.gaspedal.com/blogwell
        www.blogcouncil.org




© 2008 GasPedal LLC.  You may share this presentation if it is not altered in any way.
You Can Do It We Can (Still) Help
           It.               Help.
       Social Media and The Home Depot


                Nick Ayres

                   10.28.08
Where Do You Shop?




        Today,
        Today it just depends.
                      depends
2
Overview of the Landscape
     Traditionally, The Home Depot has been synonymous
      with home improvement expertise and best-in-class
      customer service




     In recent years this reputation has come under fire
                years,                               fire,
      impacting our brand preference
3
A Very Public Trial

                          March 2007 MSN article:
                          7,000+ comments




4
The Big Idea
     Social media gives us the opportunity to create
      lasting brand differentiation by:
        Recapturing ground we've lost with existing
        customers, or those on the fence
       Connecting with a new set of customers
       Engaging our associates in ways that are
        relevant to their lifestyles


     Simply put, social media
      is a growing part of our
      digital orange apron


5
Example #1: Twitter and Natural Disasters
     The Home Depot is a leader in natural disaster
      preparation, repair and recover efforts, for both
      our customers and our associates
             t          d          i t
     The challenge: Could social media help us
      reach further faster?
            further,




6
How Did We Engage?
     Trusted
     Ti l
      Timely

     Relevant
     Accurate
     Appropriate
       pp p



7
The Results
     Extremely positive
      commentary, both
      externally and
      internally
     Building block for
      long-term brand
      preference
     Added a human
      face to the “online”
      brand
     Did we drive short-
      term sales?
      Maybe. Was that
          y
      the point? No.
8
Example #2: Video Syndication
     Reality check: homedepot.com is a destination – but not
      the only destination – for home improvement know how




                          homedepot.com/tv


9
Video Syndication Tactics and Results
      How did we engage?
         Identified destinations
          that made sense and
          were contextual to our
          brand promise
         Started small and are
          building over time
         Following the same
          rules: Be trusted, timely,
                           ,      y,
          relevant, accurate and
          appropriate

      Response so far?
         Mostly positive, always
          candid feedback about
          content and context

10
Tips and Best Practices
      Start at the beginning as often as possible

      Fi d others at your company who are passionate about
       Find th      t               h          i   t b t
       the brand and the space, and make them evangelists

      Scratch and claw for small wins, then use them to
       capture the imagination of an executive champion

      Do not let social media turn into another quot;campaign”




11
Q
     Questions?
         ti   ?
     Examples from the presentation:
     Follow us on Twitter @TheHomeDepot
     Check out our how-to videos @ homedepot.com/youtube


     Nick Ayres
     The Home Depot

     nicholas_j_ayres@homedepot.com
     Twitter: @nickjayres
     FriendFeed: nickjayres




12

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BlogWell Social Media Case Study: The Home Depot, presented by Nick Ayres

  • 1. October 28, 2008 www.gaspedal.com/blogwell www.blogcouncil.org © 2008 GasPedal LLC.  You may share this presentation if it is not altered in any way.
  • 2. You Can Do It We Can (Still) Help It. Help. Social Media and The Home Depot Nick Ayres 10.28.08
  • 3. Where Do You Shop? Today, Today it just depends. depends 2
  • 4. Overview of the Landscape  Traditionally, The Home Depot has been synonymous with home improvement expertise and best-in-class customer service  In recent years this reputation has come under fire years, fire, impacting our brand preference 3
  • 5. A Very Public Trial March 2007 MSN article: 7,000+ comments 4
  • 6. The Big Idea  Social media gives us the opportunity to create lasting brand differentiation by:  Recapturing ground we've lost with existing customers, or those on the fence  Connecting with a new set of customers  Engaging our associates in ways that are relevant to their lifestyles  Simply put, social media is a growing part of our digital orange apron 5
  • 7. Example #1: Twitter and Natural Disasters  The Home Depot is a leader in natural disaster preparation, repair and recover efforts, for both our customers and our associates t d i t  The challenge: Could social media help us reach further faster? further, 6
  • 8. How Did We Engage?  Trusted  Ti l Timely  Relevant  Accurate  Appropriate pp p 7
  • 9. The Results  Extremely positive commentary, both externally and internally  Building block for long-term brand preference  Added a human face to the “online” brand  Did we drive short- term sales? Maybe. Was that y the point? No. 8
  • 10. Example #2: Video Syndication  Reality check: homedepot.com is a destination – but not the only destination – for home improvement know how homedepot.com/tv 9
  • 11. Video Syndication Tactics and Results  How did we engage?  Identified destinations that made sense and were contextual to our brand promise  Started small and are building over time  Following the same rules: Be trusted, timely, , y, relevant, accurate and appropriate  Response so far?  Mostly positive, always candid feedback about content and context 10
  • 12. Tips and Best Practices  Start at the beginning as often as possible  Fi d others at your company who are passionate about Find th t h i t b t the brand and the space, and make them evangelists  Scratch and claw for small wins, then use them to capture the imagination of an executive champion  Do not let social media turn into another quot;campaign” 11
  • 13. Q Questions? ti ? Examples from the presentation: Follow us on Twitter @TheHomeDepot Check out our how-to videos @ homedepot.com/youtube Nick Ayres The Home Depot nicholas_j_ayres@homedepot.com Twitter: @nickjayres FriendFeed: nickjayres 12