In their presentation, Target's Social Media Manager, Joe Curry, and Group Manager of Communications, Eric Hausman, share how they are sharing their behind the scenes stories with media, influencers, and guests. Joe and Eric talk about the process behind running their online magazine "Bullseye View" and how they use it to build buzz and brand affinity. Watch the video of this presentation here: https://vimeo.com/42213726

1. SocialMedia.org
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June 20, 2011
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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

4. Background & Opportunity
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3

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
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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
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6

8. Original Design at Launch
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9. • Storytelling
• Issues & Reputation Management
• Brand Affinity
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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
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11. Storytelling
10

12. Storytelling – From the Vault
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13. Storytelling with Key Partners
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14. Storytelling with Key Partners
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15. Issues & Reputation Management
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16. Issues & Reputation Management
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17. Issues & Reputation Management
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18. Brand Affinity
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19. Brand Affinity
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20. How do we promote the content?
• Internal social media channels
• Target partners
• Each story is pitched to media and bloggers
• @ABullseyeView
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21. @ABullseyeView
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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)
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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
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24. Main takeaways
1. Offer something interesting, valuable and new
2. Respect people’s time
3. Be authentic to your brand
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25. What’s Next?
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26. What’s Next?
Upcoming milestones and events like:
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27. Thank you!
Eric Hausman Joe Curry
eric.hausman@target.com joe.curry@target.com
@EricH424 @JoeJCurry
www.abullseyeview.com
Twitter: @ABullseyeview

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March 27, 2012
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