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Nikki Scoggins
New Media/Online Consumer Communications for Vans
Join us online for group Y TWITTER THURSDAYS! Every Thursday, we will be interviewing key Action Sports industry figures–execs, professionals & athletes on Twitter
TWITTER INTERVIEW WITH NIKKI SCOGGINS
New Media/Online Consumer Communications for Vans
AUGUST 20, 2009
Your name and official title
@FightShark Nikki Scoggins- New Media/Online Consumer Communications for Vans
Before Vans what other companies and projects were you involved in?
@FightShark PR & Events at Forum/Foursquare/Special Blend (Burton). Before that events at Mountain Creek Resort (Intrawest)
What sports and hobbies are you actively involved in?
@FightShark In pursuit of all things music & art related. Voracious reader. Outdoors rambler. If there’s a rock I need to know what’s underneath. Social media advocate.
What does your daily routine look like … take us through it?
@FightShark Coffee. Check feeds- what’s happening in tech, action sports, music & art. Exploration – what’s next in those areas? Find content for the day. Get into the loop with my co-workers w/new initiatives. iPhone in left hand & laptop at my right to cut down on load time waits. Online contests, event coverage- it depends on the day.
When did Vans decided to create a dedicated department for social media and why?
@FightShark I started here in Oct 2007. The position was direct to consumer marketing. It quickly morphed into full time social media. Why? The consumer can talk to us & we talk to them. Great equalizer.
What are the different online components of Vans.com and your social media (Twitter, Facebook, Myspace)?
@FightShark I handle the bulk of growing external communities outside of vans.com. There’s always overlap between me, Kelly Stahl and Dan Maiman (they do Vans Interactive Marketing). Go team!
These are the active communities-
http://www.facebook.com/vans
http://www.facebook.com/vansgirls
http://www.myspace.com/vans
http://twitter.com/vans_66
http://www.flickr.com/photos/vans1966/
http://www.myspace.com/vans
http://twitter.com/vans_66
http://www.flickr.com/photos/vans1966/
http://offthewallvansgirls.wordpress.com/
http://www.youtube.com/vansshoes66
Besides those, we create blogs for events (think microsite). It’s a priority to constantly try out new communities. I’m active in about a dozen communities besides the big players at any given time.
How many people are on the staff in marketing department and what are their roles?
@FightShark There are 28 people in marketing. This posse tweets :
Doug Palladini- VP of Marketing @juggernautdcp
Brandon Ball- Visual Merchandising @brandonvans
Kurt Soto – Music Partnerships @supersix8
Robin Fleming Skate Mistress @tormentous
Jamie Hart Skate TM @vansskate66
Amy Lee Klein Media & Advertising Manager @sisenorita
Rodney Rambo Category Director, OTW @otwrambo
Peter Dericks Category Director, Core @vandericks
Paul Kersh Online Manager-Warped Tour @warped09
Two tweeps we couldn’t do without (but they aren’t on staff in house):
Tiffany Mink Warped Tour pit reporter @minkus
Amanda Stephens Vans Girls Blogger @amandaxrae
Has Vans seen a significant increase in sales or traffic due to your departments efforts? If so, do you know the $$ amount or %?
@FightShark Sorry, I can’t comment on traffic and sales info. I can say that it has helped tremendously in regard to spreading the word on events, promotions and follow up on those events, and overall online presence. There’s constant buzz.
What are the traffic numbers for the site. Also the # of followers on FB, Myspace & Twitter?
@FightShark Vans Facebook 311,970, Vans Myspace 33,879, Vans Twitter 11,194
Give us some examples of questions kids email / tweet to you about? Also what problems have you been able to divert into a positive, related to customer service or brand perception?
@FightShark My favorite frequent question is “Are you the owner of Vans?” “Yes.” As far as customer service problems turned positive, I’m able to help out people all the time. Twitter in particular is great for that. People are talking about your brand whether you choose to listen or not. We choose to listen, & our customers love that.
What is the main goal of your department? To drive traffic to retailers, online store or more about branding?
@FightShark My goal throughout our social media initiatives is to build a relationship with our customers. They have stories to share with us. Hopefully, they consider what we’re sharing with them as valuable, too. Who wants to hear someone talk about herself all the time? It’s the same with a brand.
Explain to us the “Community” aspect of the website. Tell us about the channels and the content.
@FightShark Currently its primary role is as a message board. We’re working on new features to make the community more social. It will roll out later this year. Can’t let the cat out of the bag yet, but we’re really excited.
Do you work closely with your retailers on the content and creating promotions?
@FightShark Predominately, I work with Vans retail stores on promotions. We have a forward thinking retail marketing manager, Carrie Philips, who’s not afraid to experiment with social media. We’re lucky.
Your consumer seems to be quite broad from surfers/skateboarders, to hipsters to the average kid. How do you decide what type of message to convey (through website & social media).
@FightShark Different outlets need varied voices. Play to the strength of that particular outlet and pick a voice that’s right for it. One person is not the right voice for all of a brand’s avenues. Vans.com is the most straightforward. Vans Myspace is strictly music. Facebook is more about events, our athletes, art. Twitter is an information exchange between those we follow & who follow us. The Vans Blog is the brand through my eyes. Most of the content on Vans Girls Blog (wordpress) is from our girls’ blogger Amanda.
What are some of the perks of your job?
@FightShark Watching the beginning of the change in how information is exchanged via social media is like the birth of punk. Everyone is the media. No voice has to be small. Don’t get me started on this soapbox.
What type of music do you listen to?
@FightShark I’m all over the place, but today’s playlist includes Deerhunter, Man Man, Marnie Stern, Ninjasonik, Kurt Vile, Jay Reatard, Major Lazer, Roger Miller, Atlas Sound, Wild Beasts & Phoenix.
With your current position, do you travel much? If so where?
@FightShark 30% travel out of CA. I’m covering events, going on tour for a bit or going to conferences. Meeting people who do what I do in other industries to trade ideas keeps it fresh. However, unlike SIA and ASR there are no afternoon shots at the Web 2.0 summit. Events in and around LA keep me busy as well.
What do you like and don’t like about working with the action sports industry?
@FightShark Like — We’re all a close-knit community. Dislike — We’re all such a close-knit community that we don’t remember to leave our world to see what others are doing. I’m sure that happens in every industry, however.
We now open the questions to @groupY twitter followers…..
@ianddie How do you keep Vans at the forefront of skate style? Where Do you look for inspiration?
@FightShark It comes from a real place. People here love skate. Its our culture. It means something. People like Robin Fleming & Jamie Hart work hard to protect and progress that.
@cgeorge110 Do you see your position as an extension of marketing, ecommerce, or customer service? Is it a combination?
@FightShark It’s definitely a combination. I see my role as a connection between the company & the consumer. Sure it’s marketing, but its more about communicating who we are & what we’re about.
How did you get into your current position and what do you see as your career path from here?
@FightShark My background is in PR & grassroots marketing and event production. I went to art school! Career path … Social media is becoming increasingly important to biz so I think I’ll be around for a while.
Is it more important for you to be the voice of Vans or be an individual talking about Vans plus other things that interest you?
@FightShark Specifically speaking in regards to @Vans_66 there is a balance. You have to know your audience, but be entertaining. An RSS feed is one thing. Twitter is another.
Have you had any resistance in your social media push from your corporate (VF) leadership?
@FightShark Actually, my boss Doug Palladini is a strong supporter of social media. Vans really embraces it.
What’s the best advice you were told?
@FightShark Be understanding. You never know if the guy next to you is having the worst day of his life.
What do you like about group Y and it’s events?
@FightShark Sparkling conversation with the lovely ladies & gentlemen that we work with…talking about projects we’re working on. Talking junk.
Any parting words to the Twitter universe?
@FightShark Take the rest of the day off. You deserve it.
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