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SocialMedia.org
                                    Video Case Studies



   SocialMedia.org
         This video is from
    Case Studies
           BlogWell
            San Francisco
            June 20, 2011
This presentation is from
                                        Joe Curry &
         socialmedia.org/blogwell



BlogWell                               Eric Hausman
    San Francisco
    March 27, 2012
   socialmedia.org/blogwell                A Bullseye View
A Bullseye View

  Eric Hausman   Joe Curry
Group Manager    Manager
     @EricH424   @JoeJCurry

       @ABullseyeView
1,765
                       U.S. stores
         (Canada stores opening in 2013)


365,000
team members worldwide




     30 million guests/week                2
Background & Opportunity




                           3
                               3
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




                                                               4
                                                                   4
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!




                                                5
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



                                                   6
                                                       6
Original Design at Launch




                            7
• Storytelling
• Issues & Reputation Management
• Brand Affinity
                                   8
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



                                              9
Storytelling




               10
Storytelling – From the Vault




                                11
Storytelling with Key Partners




                                 12
Storytelling with Key Partners




                                 13
Issues & Reputation Management




                                 14
Issues & Reputation Management




                                 15
Issues & Reputation Management




                                 16
Brand Affinity




                 17
Brand Affinity




                 18
How do we promote the content?




   •   Internal social media channels
   •   Target partners
   •   Each story is pitched to media and bloggers
   •   @ABullseyeView




                                                     19
@ABullseyeView




                 20
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)



10,000+ Target team members are rockin’ Red &
Khaki @Target Center in Minneapolis for our
spring nat’l meeting (SRG)

                                                 21
Key learnings
• Storytelling is a companywide effort
• Have a content plan and clear roles & responsibilities
• Balance of topics (e.g. business, community, design & style,
   entertainment, food and personalities)
• Most successful stories offer multimedia
• Ongoing evolution of content ideas, see what works & adapt




                                                            22
Main takeaways


1. Offer something interesting, valuable and new

2. Respect people’s time

3. Be authentic to your brand




                                                   23
What’s Next?




               24
What’s Next?
Upcoming milestones and events like:




                                       25
Thank you!
         Eric Hausman     Joe Curry
eric.hausman@target.com   joe.curry@target.com
             @EricH424    @JoeJCurry

 www.abullseyeview.com
Twitter: @ABullseyeview
SocialMedia.org
         This video is from
    Case Studies                    Learn more about past and
           BlogWell
            San Francisco
            June 20, 2011
                                       upcoming BlogWells
This presentation is from
         socialmedia.org/blogwell



BlogWell                            socialmedia.org/blogwell
     San Fracisco
    March 27, 2012
   socialmedia.org/blogwell

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BlogWell San Francisco Case Study: Target, presented by Joe Curry & Eric Hausman

  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 This presentation is from Joe Curry & socialmedia.org/blogwell BlogWell Eric Hausman San Francisco March 27, 2012 socialmedia.org/blogwell A Bullseye View
  • 2. A Bullseye View Eric Hausman Joe Curry Group Manager Manager @EricH424 @JoeJCurry @ABullseyeView
  • 3. 1,765 U.S. stores (Canada stores opening in 2013) 365,000 team members worldwide 30 million guests/week 2
  • 5. 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 4 4
  • 6. 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! 5
  • 7. 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 6 6
  • 9. • Storytelling • Issues & Reputation Management • Brand Affinity 8
  • 10. 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 9
  • 12. Storytelling – From the Vault 11
  • 13. Storytelling with Key Partners 12
  • 14. Storytelling with Key Partners 13
  • 15. Issues & Reputation Management 14
  • 16. Issues & Reputation Management 15
  • 17. Issues & Reputation Management 16
  • 20. How do we promote the content? • Internal social media channels • Target partners • Each story is pitched to media and bloggers • @ABullseyeView 19
  • 22. 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) 10,000+ Target team members are rockin’ Red & Khaki @Target Center in Minneapolis for our spring nat’l meeting (SRG) 21
  • 23. Key learnings • Storytelling is a companywide effort • Have a content plan and clear roles & responsibilities • Balance of topics (e.g. business, community, design & style, entertainment, food and personalities) • Most successful stories offer multimedia • Ongoing evolution of content ideas, see what works & adapt 22
  • 24. Main takeaways 1. Offer something interesting, valuable and new 2. Respect people’s time 3. Be authentic to your brand 23
  • 26. What’s Next? Upcoming milestones and events like: 25
  • 27. Thank you! Eric Hausman Joe Curry eric.hausman@target.com joe.curry@target.com @EricH424 @JoeJCurry www.abullseyeview.com Twitter: @ABullseyeview
  • 28. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWells This presentation is from socialmedia.org/blogwell BlogWell socialmedia.org/blogwell San Fracisco March 27, 2012 socialmedia.org/blogwell