Neverwet
Table of Contents
1 INTRODUCTION
Social media has taken the marketing world by storm. Today, not only do companies have a dedicated Website,but organizations, representative of all industries and sizes, also have a blog, Twitter account, Facebook page and a Youtube channel (Wetpaint & Alimeter, 2009). In fact, social media is the number one activity on the web. Because of this, companies view social media as a critical component to its overall marketing strategy, especially since these tactics are cost-effective and produce results (Wetpaint & Alimeter Group, 2009).
A social media strategy allows a business to reach a different audience – sometimes a smaller, niche audience committed to a brand or industry. In addition, such a strategy affords a business the opportunity to connect with consumers, maintain brand positioning and awareness, generate more traffic to the company’s primary Website and enlarge the target segment such as consumer and industry market.
While some companies may believe it can go into social media without a strategy, the company should be cognizant of the risks associated with not having a strategy. These risks include an inability to answer responses in a timely and honest fashion, a non-conversational tone and possible negative feedback due to lack of customer engagement or customer relationship (Delobelle,2008).
Overall, a successful social media strategy will focus on brand intelligence, consumer insights (demographics, etc.), community behavior (a deeper strategy detailed below for Neverwet Rust-Oleum Specialty, a brand of specialty paints and coatings for the do-it-yourself from Rust-Oleum)
2 RUST-OLEUM
2.1 COMPANY BACKGROUND Rust-Oleum, based in Vernon Hills, Illinois, is first in brand recognition and market share position in the United States and Canada in the rust-preventative, decorative, specialty and professional segments of the small-project paint category (RPM International Inc. Web site,
1 INTRODUCTION
Social media has taken the marketing world by storm. Today, not only do companies have a dedicated Website,but organizations, representative of all industries and sizes, also have a blog, Twitter account, Facebook page and a Youtube channel (Wetpaint & Alimeter, 2009). In fact, social media is the number one activity on the web. Because of this, companies view social media as a critical component to its overall marketing strategy, especially since these tactics are cost-effective and produce results (Wetpaint & Alimeter Group, 2009).
A social media strategy allows a business to reach a different audience – sometimes a smaller, niche audience committed to a brand or industry. In addition, such a strategy affords a business the opportunity to connect with consumers, maintain brand positioning and awareness, generate more traffic to the company’s primary Website and enlarge the target segment such as consumer and industry market.
While some companies may believe it can go into social media without a strategy, the company should be cognizant of the risks associated with not having a strategy. These risks include an inability to answer responses in a timely and honest fashion, a non-conversational tone and possible negative feedback due to lack of customer engagement or customer relationship (Delobelle,2008).
Overall, a successful social media strategy will focus on brand intelligence, consumer insights (demographics, etc.), community behavior (a deeper strategy detailed below for Neverwet Rust-Oleum Specialty, a brand of specialty paints and coatings for the do-it-yourself from Rust-Oleum)
2 RUST-OLEUM
2.1 COMPANY BACKGROUND Rust-Oleum, based in Vernon Hills, Illinois, is first in brand recognition and market share position in the United States and Canada in the rust-preventative, decorative, specialty and professional segments of the small-project paint category (RPM International Inc. Web site,
References: https://twitter.com/never_wet https://www.facebook.com/buyneverwetnow https://www.rustoleum.com 6 APPENDIXES