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Weaving Social Deeper Into Your Organization - Outdoor Retailing Summit Presentation August 2013

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Outdoor brands have very passionate fans in their communities. Yet, social remains a relatively new tool. Many brands have only scratched the surface of ways to engage their fans. Not just for Outdoor Retailing brands, presented by Riley Gibson, CEO & Founder of Napkin Labs (www.napkinlabs.com), learn how to leverage that passion and social influence while integrating stakeholders such as marketing with product innovation.

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Weaving social deeper into your organization SOURCE: GABLUDLOW ON FLICKR
Social is a serious business tool. It’s a capability, a competency and a culture.
campaignssw eepstakes ads contests engagement likes
.3%PTAT on Facebook SOURCE: DJ CRAZY GABE ON FLICKR SOURCE: FACEBOOK
Media
We assume people care.
“Most of us go through life finding it hard enough to have good relationships with the real people in our life, let alone all the brands we buy.” - Bruce McColl - CMO of Mars.
“ “ Our task is not nurturing enthusiasm, but overcoming indifference. - Martin Weigel - W+K.
Trigger Peak of inflated expectations Trough of disillusionment Slope of enlightenment Plateau of productivity
3
Social is not a silver bullet SOURCE: SEANNAKAMURA ON FLICKR
Internal education is critical. SOURCE: ESCHIPUL GABE ON FLICKR
Social media to Social utility SOURCE: OZINOH GABE ON FLICKR
Some examples.
Retail Experience Co-creation & Storytelling Insight Innovation Collaboration Sony Insiders
Retail Experience Co-creation & Storytelling Insight Innovation Collaboration
Retail Experience Co-creation & Storytelling Insight Innovation Collaboration 3,500 contributions 10 countries 3 weeks A completely new perspective on TV as one device in a larger entertainment
Retail Experience Co-creation & Storytelling Insight Innovation Collaboration
Retail Experience Co-creation & Storytelling Insight Innovation Collaboration
Retail Experience Co-creation & Storytelling Insight Innovation Collaboration
Retail Experience Co-creation & Storytelling Insight Innovation Collaboration
Retail Experience Co-creation & Storytelling Insight Innovation Collaboration
Retail Experience Co-creation & Storytelling Insight Innovation Collaboration
SOURCE: FEDERICO RAVASSARD ON FLICKR
SOURCE: SAMA093 ON FLICKR
SOURCE: GRAYLIGHT ON FLICKR
SOURCE: BEV AND STEVE ON FLICKR
SOURCE: DUSTY_PEN ON FLICKR
SOURCE: DRINKYCLOWN ON FLICKR
SOURCE: APRILSCREATIVES.WORDPRESS.COM
Social can be functionally integrated into process, product and culture. It can go far beyond campaigns and become a critical business utility.
- Lense of your brand and business. - Start and end with education. - Measure everything. - Breath and stop reading mashable :)
Questions?

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