New digital strategy

Presented by Natalie Kozma

Sherwin-Williams Key Audiences

1. Homeowners

2. Designers & Architects

HOMEOWNERS DESIGNERS & ARCHITECTS

SOCIAL MEDIA OVERVIEW1. Facebook - 557,885 combined likes

2. Pinterest - 33,000 followers

3. Instagram - 31,600 followers

4. Twitter - 18,850 combined followers

5. Youtube - 5,902 subscribers

6. Google+ - 2,154 followers

7. Houuz - 1128 followers

8. *Tumblr (information not available)

SOCIAL MEDIA RECOMMENDATIONSProvide more interactive experiences - Integrate new technology and showcase it through videos on social, (i.e.

facial recognition, augmented reality, etc.

Before and After Images - Most posts only showcase the final product, but the brand could benefit from showing

the contrast of how improved the product can be

Offer solutions to paint problems - The brand's social is all about color and inspiration, but there is no content

catered for when things go wrong. To stay consistent with the theme of being a resource, offering "life hacks" for

paint problems would be effective content for social

WEBSITE OVERVIEWPURPOSE:

1. Drive sales

2. Provide Information

3. Provide Inspiration

IMPROVEMENTS:

Usability: Average user-experience design; tabs cover range of topics, but main landing

page needs work

SEO and keywords:

“paint home improvement” - 30,700,000 results

“help me paint” - 217,000,000 results

“painting the house” - 251,000,000 results

“painting and remodeling” - 18,400,000 results

THE BIG IDEA● Sherwin-Williams is a great source of inspiration and

information. How can we combine these two goals for our customers in a way that converts social engagement to product sales?

○ Heavy content marketing. (VIDEOS!)● Similar to the brand’s current “Color Snap Visualizer”

tool, tying this idea to social accounts (i.e. Facebook and Twitter banners or backgrounds, Gmail backgrounds, etc.) and have them play with different colors provides an interactive experience.

● #MySWpaint after using the tool to upgrade their account’s image, option to share on social

● Sibling hashtag of #MySWproject

PROJECT OF THE WEEKSherwin-Williams currently offers a “Just for Starters” series on Youtube which features how-to videos. However, there are only six available and the brand last updated its content in October of 2015. Being absent from the “how-to” conversation for more than a year allows other brands, or even individuals on Youtube, to create better content that DIYers are searching for.

TINY ROOM MAKEOVERS Tips on how to transform a small space into something more aesthetically pleasing

Purpose? Sharable content. Showcases the variety of Sherwin-Williams paint colors and the benefits they can have.

EMAIL MARKETINGDIY personas begin their process by RESEARCHING, so, why not bring the info they need directly to their inbox?

RECOMMENDATIONS:

Create detailed product reports with appealing images. Examples of subject titles:

● We’re Bringing the Research to You: Making DIY Projects Easy

● Save time and money on your next DIY project

● DIY projects have never been so easy! Deals and paints you will love

● Let us help with your next DIY project! Shop with us, save with us

● Planning a DIY Project? Start here!

Email out the video content that is detailed earlier in the report.

MOBILE SITE UPGRADES

● Add more color and white

space to the mobile site

● Allow users to backtrack

● Don’t link everything back to

the homepage

● Add more content to one page

vs. having several pages

METRICS1. Overall Traffic -- Increase by 3,000 visits per day by the end of the first 3 months of the campaign

2. Referral Traffic -- If the referral traffic increases, this signals that the content we post has value and people like what we are

posting and want to know the brand better.

3. Email Collection -- measure how many email addresses the brand captured

4. Ecommerce Sales -- Tracking how many sales happen online will be a good measure of if our online content is working to

generate sales.

5. Brand Mentions -- Tracking how often our brand is mentioned across social platforms will help us determine if the content we

create is engaging, and if consumers are sharing it.

6. Coupon Redemptions -- Tracking the redemption of online coupons is another way to determine if consumers are viewing the

content created for them, and also how effective that content was at making them want to purchase Sherwin-William products.

QUESTIONS?