A
A social
social media
media platform
platform that
that enables
enables aa new
new generation
generation of
of "change
"change agents”
agents” to
to
broadcast
broadcast their
their stories
stories from
from the
the front
front lines
lines and
and build
build global
global fan
fan networks
networks to
to help
help them!
them!
Social Consciousness Meets Social Networking
Timberland Earthkeeper Heroes Program
Deron Triff
deron@changents.com
www.changents.com
ABOUT
We start with environmental and
social issues young people are passionate about…
…introduce emerging Gen X & Y iconoclasts for change and empower them with storytelling, fan‐building and social networking tools
Katrin Verclas
Technology Mobile‐izer
… and invite “fans” to get
up close and involved with their
Change Agent!
www.changents.com
THE PROBLEM WE’RE SOLVING
The Change Agents
Need turnkey, no‐cost Web 2.0
toolsets and marketing resources to spread the word and build buzz
The Audience
Deep desire to make a difference
on their own terms and side by
side with inspiring personalities
The Stakeholders
ADVERTISERS
Need to build brand
heat and relevance
among young, socially conscious consumers.
ONLINE COMMUNITIES
Need original content and
opportunities for their
communities to get involved.
THE MEDIA
Needs real stories to
connect with audiences around the “yes we can”
zeitgeist of today.
Change Agents are charismatic leaders who need to connect with a global “fan base” that will get behind their good works and take action. Highly motivated Gen X & Y seek real change in ways that are personal, flexible and “ownable” without the bureaucracy of traditional institutions. NON‐PROFITS
Need to connect with young audiences and supporters in new ways via the Internet. www.changents.com/earthkeepers
CASE STUDY: TIMBERLAND EARTHKEEPER HEROES 2009
BUILDING BRAND HEAT
INVESTING IN ECO-BRAND EXPERIENCE
SOCIALLY CONSCIOUS GRAVITASE
COMMERCE MEETS JUSTICE FOR REAL
NOT A CAMPAIGN, BUT A MOVEMENT
PRODUCT - ACTION - ENGAGEMENT
www.changents.com/earthkeepers
VISION FOR TIMBERLAND’S EARTHKEEPER HEROES
A NEW BREED OF
ENVIRONMENTAL HEROES
ON THE FRONTLINES
+
CUTTING EDGE
SOCIAL MEDIA
EXPERIENCE.
=
A GLOBAL PLATFORM WHERE PEOPLE EVERYWHERE CAN
DIRECTLY INTERACT WITH & HELP THIS GENERATION’S MOST
EXCITING AGENTS OF ENVIRONMENTAL CHANGE.
CONSUMER ENGAGEMENT ENGINE THAT "BREAKS"
THESE EXCITING UP-AND-COMERS ONTO THE
GLOBAL ENVIRONMENTAL SCENE.
www.changents.com/earthkeepers
‘09 OBJECTIVES
TIGHTEN
TIGHTEN THE
THE CONNECTION
CONNECTION
BETWEEN
BETWEEN EK
EK PRODUCT
PRODUCT
&
& EK
EK VALUES.
VALUES.
EXPAND
EXPAND GATEWAYS
GATEWAYS FOR
FOR
1M
TO
1M YOUNG
YOUNG CONSUMERS
CONSUMERS TO
ENTER
ENTER THE
THE EK
EK EXPERIENCE
EXPERIENCE
THROUGH
THROUGH THE
THE DISCOVERY
DISCOVERY
OF
OF EK
EK HEROES.
HEROES.
DELIVER
STICKIEST”
DELIVER THE
THE ““STICKIEST”
EK
EK ONLINE
ONLINE EXPERIENCE
EXPERIENCE
THAT
THAT CAPTURES
CAPTURES THE
THE
CONVERTED
CONVERTED AND
AND
THE
THE CURIOUS
CURIOUS ALIKE.
ALIKE.
B
R
I
D
G
E
Bring the “EK action” component of
the values experience in closer
proximity to the “EK product.”
E
X
P
A
N
D
Lay 360 EK marketing “spider web”
that leverages full range of TBL channels
& wider Web 2.0 portfolio to scale
participation to 1 million in ‘09.
o
H
O
L
D
Grow time spent with & loyalty to EK
Heroes experience through content and
community site enhancements, portable
extensions on social networks, fortress
market eco-parties and a sweet Member
benefits package!
www.changents.com/earthkeepers
CONTENT: EK HEROES BRIDGE COMMERCE & JUSTICE
BLEND THE TIMBERLAND
PRODUCT & VALUES STORY
PRODUCT
EK Collection
Denim
TMA
Sandals/
Boat Shoes
COMMERCE
PROGRAM
EK VALUES
PROGRAM/EXP.
F’TRESS EK HERO CROSS‐OVER
Friends & Eco‐
Consciousness (Green Rubber)
Environmental Rescuers
Eco‐Warriors (Extraordinary Enviro‐
Recovery Actionist)
City Adventure (Outdoor Use in the City)
Urban Green Innovators
Metro Greentrepreneurs
(Cool Urban Eco‐
Innovator)
Podium/Outdoor Tested (Hyperbole of the Outdoors)
Forest‐Makers in Unusual Places/Conditions
Reforest‐Stars
(Unbreakable Re‐
Greener)
Ocean Adventure (Drama of the High Seas)
Clean Water/Ocean Warriors
Ocean Defenders
(Adventurer Protecting Oceans & Waterways)
www.changents.com/earthkeepers
2009 TIMBERLAND EARTHKEEPER HEROES
CHRISTOPHER SWAIN
CATE TROTTER
NATE BASTIEN &
SAMIE NERENBERG
NICK GARDNER &
MARK SHEARER
www.changents.com/earthkeepers
2009 TIMBERLAND EARTHKEEPER HEROES
SUCCESS DRIVER: OPENING MULTIPLE GATEWAYS FOR
CONSUMERS TO DISCOVER & ENGAGE WITH EK HEROES
Social
Social
Media
Media
• EK Hero Widget Campaign.
• Facebook Game
• EK Hero “Blog Squad.”
• EK Hero Viral Videos.
• Twitter Campaign
Retail
Retail
Partners
Partners
• Strategic Media Partner.
• Local Non-Profits
• CPC Campaigns.
• Display Ads (Perogo)
Ads
Ads
Search
Search
• Search Engine Opt. (SEO).
• EK After Dark Mixers
Live
Live
• EK Heroes Story Pods.
• Widgets for “Grabbing”
• Integrated Registration
EK.com
EK.com
TBL.com
TBL.com
• EK Hero Imagery/Story
CONSUMERS
PR
PR
• Traditional Media
www.changents.com/earthkeepers
EARTHKEEPER HEROES | MISSION POSSIBLE
www.changents.com/earthkeepers
DIRTY FOR SWAIN: A “DIRTY” VIDEO STUNT
www.changents.com/earthkeepers
INTEGRATED AND IMMERSIVE BRANDING + REGISTRATION
www.changents.com
Navigation to main areas of
Change Agent’s destination.
Change Agent head shot.
Attention-grabbing
description about Change
Agent.
One-click opportunities for
users to engage with
Change Agent.
Fast Facts about Change
Agent
“Shout Out” to Change
Agent’s organization.
Change Agent’s most recent
Action Requests (links to
Action Opportunities area).
Viral meter showing Change
Agent’s audience stats.
Change Agent’s home page
slide show (programmable).
Activity Ticker shows actions
taken by Change Agent’s
“Backer” community.
Roll-up of Change Agent’s
most recent text messages.
Lists new Backers and links to
Backer profiles.
Change Agent’s most recent
blog post (links to Blog/
Field Reports area).
Roll-up of Change Agent’s
most recent audiocasts.
Recent user comments to
Change Agent’s story.
A
A social
social media
media platform
platform that
that enables
enables aa new
new generation
generation of
of "change
"change agents”
agents” to
to
broadcast
broadcast their
their stories
stories from
from the
the front
front lines
lines and
and build
build global
global fan
fan networks
networks to
to help
help them!
them!
THANK YOU!
Connecting people that help the world to the people that help them.