November 20th, 2008
Fortune 500 series: How OfficeMax uses social media
“Social media can change your business!”
“You need a social media strategist!”
“Social media can save you money!”
Those are just three of the primary claims I’ve been hearing over and over and over again since I started following social business trends. Are they true? Sure. Are they false? Sure. The definitive answer is, “It depends on your business.”
While there are a whole slew of case studies on Internet-based businesses who have grown their businesses or marketing programs through social networking and social technologies, the larger company case studies are just starting to eek out. I decided to help it along, not by exactly doing case studies, but taking a look at Fortune 500 companies who are implementing social programs, and getting their first-hand take on how those programs are shaping their business.
I started with Bob Thacker, senior vice president of marketing and advertising for OfficeMax. OfficeMax is facing similar economic woes that other big businesses face, however the company is still focused on continuing the social programs it started testing out in 2006. I spoke with Thacker about these programs, future marketing plans, and even social talent hiring practices.
Q. [Jennifer] Tell me about how your team uses social media to build the OfficeMax brand.
A. [Bob] Marketing is all about change. There’s a saying that “if you don’t create change, change will create you.” It’s a great thought. I’m continually open to new ideas and new media and new approaches and new methodologies. At OfficeMax, we’ve embraced social media and incorporated it into our marketing strategy to reach today’s digital consumer through humor, entertainment and personalization. Social media marketing today is about having conversations with consumers in a fun, rewarding manner that they choose to engage in and share.
Q. When considering new social media strategies, what is your first move…To hire? To invest? To seek out market data?
A. As social media marketing opportunities evolve, we are constantly evaluating and seeking new ways to become part of the consumer conversation. We discuss new social media strategies among our team and will try them out first-hand to determine if it’s a good fit for a present campaign or something we may keep in our back pocket. At OfficeMax, we’re unconventional, always testing new waters, and not afraid to take chances. A saying I often use, which applies to our social media strategy is, “If you’re going to crash a party, bring a bottle of wine,” and by that I mean if you’re going to be a party crasher, like advertising, then make the experience better for people – help them, inspire them, enlighten them, entertain them, amuse them, delight them, bring them something that makes the time they spend with you a rewarding experience. Once we decide upon the strategy, we seek the best industry partner to bring this concept to life.
Next: What’s a recent social success? –>
Jennifer Leggio, aka "Mediaphyter," writes about the "social business" side of social media - including enterprise, security and reputation issues. See her full profile and disclosure of her industry affiliations.
For daily updates on Jennifer's activities, follow her on Twitter.
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