Retail & Entertainment
Case Study: Ecosystem Audit for Leading Toy Retailer
Leading toy retailer wanted to explore how to use social media sites to engage with toy collectors in several businesses: model trains, slotcar racing, diecast and dolls. Customized an ecosystem audit to identify and analyze feasibility of engaging collectors with diverse interests in social media venues.
As engagement partner, advised CMO (Chief Marketing Officer) on optimal social business engagement approach for model railroad, slotcar, diecast, doll and action figure businesses. Made specific recommendations based on ecosystem audit findings.
In rapid iterations, developed stakeholder profiles for various types of collectors with diverse interests, and worked with client engagement team to prioritize them in terms of importance to the business.
Developed each stakeholder’s key characteristics, and used them to design filters that would find them online. Programmed, tested and iterated each stakeholder filter in tight cycles. Utilized SNR Analytics tools and processes to rank highest priority digital social venues that would enable the brand to interact most efficiently.
Worked with engagement team to conceptualize and rank importance of stakeholders’ key activities (“workstreams”) most relevant to the brand. Programmed, tested and iterated filters for each workstream. Workstreams involved stakeholders’ motivations for toy collecting, which ranged from “collecting for their kids” and to “building and operating highlight complex railroad layouts” and “competing in slotcar racing tournaments.” Each stakeholder had numerous variations.
Synthesized findings of workstream and stakeholder filters to make specific recommendations based on ecosystem audit findings.
Created Ecosystem Audit Report with stakeholder profiles, workstream analysis, links and specific recommendations for how to engage various collectors.