Kum & Go's Digital Guru Talks Social Media

WEST DES MOINES, Iowa -- In an age where people are connected like never before, Kum & Go LC has found a social media leader in Mike Templeton.

Templeton has been digital marketing manager for the West Des Moines-based convenience store retailer since 2010. He has more than a decade of digital marketing experience under his belt and recently created his own firm, Aisleside, according to The Des Moines Register.

In addition, he helped create the Social Media Club of Des Moines (SMC) in 2009 and has been tapped this year to host the Hashies, a Des Moines social media awards ceremony honoring businesses and individuals in 15 categories as determined by a panel of judges.

"There must be a steward for literacy and ethics in this medium," Templeton told the Register. "SMC has that role. We are recognizing others to show it's possible to do."

Via Twitter, Templeton told the news outlet that social media "is becoming increasingly pervasive in terms of consumer use (and expectations), but not enough businesses are doing a great job with it."

As for Kum & Go's social media efforts, he said the retailer has "evolved" its marketing approach.

For example, Kum & Go recently co-developed a promotion with GPS-tracking app Waze "that wasn't just slapping up logos."

"We targeted people in their cars and changed driving behavior as a result of messaging. People liked it because we drove value for them. People were already on a trip somewhere, but they altered their destination (ultimately coming to see us) based on the integrated ad," Templeton explained.

In addition, the c-store chain uses social media to gauge and guide feedback for things like its own mobile app, helping steer future development.

Templeton said businesses should not treat social media the same as other media.

"Don't just transfer what you've been doing. Get to your brand's core and find fun ways to expose that," he advised.