case study: making the moment of truth matter via social archetyping - the jack daniel's social...
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CORDELL LAWRENCE- JACK DANIEL’S
TOM TROJA - SOCIAL SYMPHONY
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Dec '09
Feb 10'
April '10
June '1
0
Aug '10
Oct '10
Dec '10
Feb '1
1
April '11
June '1
1
Aug '11
Oct '11
Dec '11
Feb '1
2
April '12
June '1
2
August
'120.00%
1.00%
2.00%
3.00%
JDTW Facebook Publishing/Post Engagement RateEarly Facebook Engagement with JDTW
Note: JDTW FB Page Went Live: August 2009Engagement Rate Was Tracked Beginning in December 2009
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September '12 October '12 November '12 December '120.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%JDTW Facebook Publishing/Post Engagement Rate
Social Archetyping Strategy Fully Engaged
Note: JDTW FB Page Went Live: August 2009Engagement Rate Was Tracked Beginning in December 2009
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Dec '09
Feb 10'
April '10
June '1
0
Aug '10
Oct '10
Dec '10
Feb '1
1
April '11
June '1
1
Aug '11
Oct '11
Dec '11
Feb '1
2
April '12
June '1
2
August
'12
October '1
2
December '1
20.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00% JDTW Facebook Publishing/Post Engagement RateWrap-up of Engagement from December ‘09 - December 12’
Note: JDTW FB Page Went Live: August 2009Engagement Rate Was Tracked Beginning in December 2009
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TELL STORIES
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FULLY FORMING PERSONALITY TO CREATE CONVERSATION
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ADDING SHORT CUTS TO MEANING ALL PEOPLE SHARE
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SUPER BOWL XXXIV … who remembers?
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.008 percent engagement rate
Copyright - Social Symphony 2010 CONFIDENTIAL
WE ALL KNOW - ALWAYS BUILD BRAND EQUITY?
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.006 percent engagement rate
Copyright - Social Symphony 2010 CONFIDENTIAL
EVERY TOUCH POINT IS A BRAND EXPERIENCE?
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.002 percent engagement rate
Copyright - Social Symphony 2010 CONFIDENTIAL
MAKING MEANING– EVERY MOMENT MATTERS?
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MAKING MEANINGFUL CONNECTION EVERYDAY
– The New Social Storytelling
• Little pieces of stories. Digital notes. Every day. All linking to your core.
• All related. All aligned. Interesting on their own. Drawing people back.
Copyright - Social Symphony 2010 CONFIDENTIAL
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SO… HOW DO WE CONNECT IN SOCIAL?
Archetypal marketing assumes peoples unfulfilled yearnings lead them to respond on a deeper level to what is missing
CONFIDENTIALCopyright - Social Symphony 2010
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MULTIPLE ARCHETYPESHOOK OUR ASPIRATIONS
THE OUTLAW
THE MAGICIAN THE HERO
THE SAGE
THE LOVER
CONFIDENTIALCopyright - Social Symphony 2010
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PEOPLE REVEAL THEMSELVES TO OTHER PEOPLE
LOVER
HERO
EXPLORER
OUTLAW
LOVER
HERO
OUTLAW
CONFIDENTIALCopyright - Social Symphony 2010
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LOVER
SAGE
EXPLORER
OUTLAW
HEROCONFIDENTIALCopyright - Social Symphony 2010
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WHAT ARE YOU GOING TO SAY TODAY?
• Talk like a person… Archetypes Humanize– Short cut… to what things mean
• Fully form – articulate personality– grounded in essence of brand
CONFIDENTIALCopyright - Social Symphony 2010
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Copyright - Social Symphony 2010 CONFIDENTIAL
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Copyright - Social Symphony 2010 CONFIDENTIAL
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CONFIDENTIAL
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MULTI DIMENSIONAL ARCHETYPES GROUNDED IN ROOTS OF JACK DANIELS
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JD HAS OVER 2200+ POWERFUL POSTS AND GROWING
CONFIDENTIALCopyright - Social Symphony 2010
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Dec '09
Feb 10'
April '10
June '1
0
Aug '10
Oct '10
Dec '10
Feb '1
1
April '11
June '1
1
Aug '11
Oct '11
Dec '11
Feb '1
2
April '12
June '1
2
August
'12
October '1
2
December '1
20.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%JD BUILT ON A SOLID FOUNDATION
GETTING SMARTER AND BETTER EVERYDAY
Note: JDTW FB Page Went Live: August 2009Engagement Rate Was Tracked Beginning in December 2009
eMarketer Study Ends
ENGAGEMENT RATE DECEMBER
2012
SocialArchetyping™
Begins
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