Social Media Marketing presentation from my drugstore.com internship. Presented August 2009.

1. Social Media Lindsey TaylorAugust 2009 1

2. Outline Competitive Analysis Who is doing well? Facebook Twitter Touch Points Site E-mail Connecting the Dots Social Media at drugstore.com Criteria for new Social Media Sites Best Practices Recommendations 2

6. High fan activity

7. Brand interacting with fans5

9. Exclusive contests

10. Repurpose content6

17. Touch Points: E-mail Walgreens Virgin America 11

19. Current state of Social Media at DSCM Cross-functional Social Media Group meets regularly Twitter and Facebook presence Tweeting regularly Promos/deals, customer service @drugstoredotcom, @beautydotcom, @DirectorsDesk, @BeautyAdvisor, @visiondirectcom What we’ve learned Start small Test, learn, apply Mistakes will happen Guidelines required 13

20. Social Media in progress at DSCM drugstore.com and VisionDirect.com Facebook pages under construction Social Media Survey Who is following drugstore.com on Twitter? How do consumers want to interact with drugstore.com on Twitter and Facebook? Investigating: Facebook app Facebook connect Beauty.com iPhone app 14

21. Criteria for New Social Media Sites What retailers are leveraging the site(competitors and non-competitors)? Are our customers on the site? Are they talking about our brand? What is the target demographic? Is the site growing or contracting? How customizable is the site? Who is controlling the message? Should we consider this site? Why/why not? 15

23. Very young audience

24. Users are fleeing

25. Brand/Company pages are usually unofficial

26. Spammy, messy

27. Recommendation: Don’t use16

30. Site is gaining online video market share

31. Demographics:

32. Mostly male (56%), 60% have income <$60k

33. Recommendation: keep an eye on it, contact Hulu to investigate possibilities

38. Varied audience

39. Growing SM site

40. Easy to incorporate mixed media

41. Controllable message

42. Recommendation: keep an eye on it19

43. Best Practices: Success in Social Media Better to be engaged in fewer channels than spread too thin (case study) Engage in authentic conversation, add value Be where people are having conversations about your brand Social Media builds brand awareness Social Media can thrive with a small group working on it 20

44. Recommendations Evaluate expansion to other SM sites Tumblr, YouTube Enhance existing presence on sites i.e. clickable Twitter backgrounds, Facebook apps Continue to leverage cross-functional Social Media Group Connect the dots Site and E-mail exposure for Facebook, Twitter, Mobile 21

45. Q & A 22