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In her BlogWell presentation, Sears Holdings Corporation's DVP, Customer Analytics & Social Media, Jennifer Dominiquini, shares how they built and engaged their community.
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Jennifer DominiquiniSears Holdings Corporation
Building & Engaging the Community
®
How Big Brands Use Social Media
San Francisco | June 20, 2011
Jennifer Kelly DominiquiniDivisional Vice President (Toys, Seasonal & Sporting Goods)
Sears Holdings Co
FitStudio: Building a Fit Community
SoMe at Sears Holdings…engagement reimagined
Digital and social is everywhere at Kmart and Sears
Who knew that Sears is America’s
Leading Fitness Retailer?
But today my focus is on the not always known…
Why is the treadmill the most expensive clothes hanger
people own?
Our Challenge: the clothes hanger
• Exercise
• Meditation
• Diet
• Nutrition
• Technology
• Politics
• Finance
Slide created by Y&R
Our Observation: conversations on health and wellness are everywhere
18 153 9 5 5 6
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Active
video, a
s in a
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Heart Rate
Monito
r
Compute
rized p
ersonal t
rain
er (Act
ive T
rax)
Online h
ow to
exe
rcise
videos
Personal T
rain
er
Online fi
tness
/act
ivity
pla
nner
Online fi
tness
log
Exerc
ise p
lans f
rom
fitn
ess m
agazin
es
Health/fi
tness
rela
ted gr
oup on so
cial n
etwork
site
Have not, but interested in trying
Currently Use
Source: Mintel, Exercise Trends Report, 2010
Base: 1,488 adults aged 18+ with internet access who exerciseSlide created by Y&R
Our Opportunity: a fitness DIY culture with people taking advantage of a
host of digital tools
FitStudio: our vision
We help you get
started... and we keep you going.“ _”FitStudio isn’t just an online fitness hub where
people can connect. It is a groundbreaking 21st
century fitness experience with the purpose of
“Inspiring Victories” around people’s fitness
goals.
It will utilize a powerful combination of an online
community, relevant content, and tools that will
work together to help novices and professionals
alike learn, share, find inspiration and inspire.
Pros that provide
support, advice and services
Those who
need Support
and Community
Those who
need Information
and Advice, Tools
and Products
And those that need
both
An integrated value-proposition for professionals and consumers
Slide created by Y&R
We started as Sears Fit Club…and got personal
Page creative by Salt Communications
Over time we rebranded into an integrated ecosystem
1)
Source: Principles derived from Mark Bonchek, SVP Community, Sears Holdings
2)
3)
4)
5)
How: five principles of community building
A top notch blogging and advisory team provide much of the content
Fitness ProsHealth &
Wellness
Andrea Metcalf
Author of Naked
Fitness
Personal Trainer
Scott Herman
Personal Trainer
Motivation & General
Fitness
Alfonso Moretti
Personal Trainer
Personality of the
Angry Trainer
Steve & Bonnie Pfiester
Personal Trainers
Featured on VH1 and
ABC fitness shows
Dr. Ian Smith
General Health Expert
Panel Member of
Celebrity Fit Club
Dave Grotto R.D.
Nutrition Specialist
Host of radio show
Let’s Talk Health
Chicago
Dr. Vonda Wright
Orthopedic Surgeon
Author of Fitness
After Forty
Dr. Ronald DeMeo
Pain Management
Specialist
Meridian Health
Carla Birnberg*
Fitness Blogger
Personality of
MizFit.com
Kelly Olexa*
Fitness Motivator
Joyce Cherrier*
Personal Trainer
FreakingFitness.com
Danny McLarty
Personal Trainer,
Sports Training
Lisa Johnson*
Personal Trainer,
Pilates and Fitness
Franklin Antoian
Personal Trainer,
Weight Loss and
General Health
Blogging Team
Fitness and Sporting Goods Blog fsgblog.sears.com @searsfitness
Content reflects a blending of product and lifestyle
Twitter & weekly #Fitstudio chats Facebook Discussions
Content fuels conversation on all social properties
Forums
Questions with the Pros
Pro to peer and peer to peer collaboration drives engagement
Christopher Borders before and after BCx
The whole community collaborates in individual success
Healthy competition fuels added collaboration
Source: Slide compliments of Bonnie and Steve Pfeister, BCX bootcamp
Co-creation is our fuel to build the community moving forward
Jennifer Kelly Dominiquini, DVP
Sears Holdings Corporation
Jennifer.dominiquini@searshc.com
@jendominquini @frontlinemom
For more information:
http://bit.ly/fitstudiobcxintro
Learn more about upcomingand past BlogWells:
http://socialmedia.org/blogwellor
live@socialmedia.org
®
How Big Brands Use Social Media
San Francisco | June 20, 2011
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