Target has an incredible fan base. In fact, it just topped 15 million Facebook fans.
The company’s challenge is supplying all of these potential talkers with great things to share. Its goal was to give the media, bloggers and customers a steady stream of fun, interesting and compelling stories about the brand.
To do it, Target launched A Bullseye View, the company’s online blog and magazine that keeps fans up to date on news and behind-the-scenes information about the brand.
At our BlogWell conference in San Francisco, Target’s Joe Curry and Eric Hausman showed us how they launched it and what they learned along the way. A few of their key points:
- Set a hard deadline for launch. Target focused on New York’s Fashion Week — an event the company already planned to participate in and meet influencers at — as its launch goal. This deadline helped Target keep the project moving, and the event helped the retailer introduce the publication to its key audience.
- Share stories, not news releases. Like any great company blog, A Bullseye View is focused on sharing candid looks at things fans want to know about. It shares the latest news, designer partnerships and behind-the-scenes looks at what the company is working on. It also shares perspectives on legislation, sustainability and philanthropy.
- Plan to change and adapt along the way. Going in, Target saw this project as an experiment. This made it easier on everyone when the company needed to change things along the way based on measurement results.
Watch Curry and Hausman’s presentation. Slides are available.
If you loved this, check out SocialMedia.org’s BlogWell conference Sept. 12 in New York.