“So You Wanna Be a Designer”   Leveraging the Second Screen     to Increase Engagement            Hope Bertram      Founde...
Background
Background
Campaign Overview  Blogger  Episode
GoalsTweets  4,000 to #SYWBAD hashtagViews   Double from prior weekVotes   Double from prior week
Execution
Execution• Strategic blogger selection• Departure from design  show norm• Twitter party!
Results7000600050004000                                                Goal3000                                           ...
Key Wins• Blogger Involvement• Twitter Party
Key Learnings• Finding the Right Fit   –   Influence comes in many forms   –   Be clear on expectations up front   –   Get...
Key Learnings• Twitter Party Rules   – Determine success metrics up front   – Partner with a strong party host   – Find co...
5 Key Takeaways1. Strategic Selection of   Partners/Bloggers2. Clearly Define Metrics3. On-Brand Product   Integration4. G...
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So You Wanna be a Designer - Leveraging Blogger Engagement and the 2nd Screen

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So You Wanna be a Designer - Leveraging Blogger Engagement and the 2nd Screen presented by Hope Bertram, Founder of DIgital Megaphone

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  • Kenmore Live Studio is an interactive studio that has created over 130 videos, and visitors have logged over 4.2 million total minutes of viewing ( according to KLS’slivestream channel)They leveraged facebook and their growing fan page audience for viewership and engagement Main focus had been cooking shows, and since washers & dryers are part of Kenmore’s main line of products, we needed a way to create an interactive way to bring those appliances into people’s homes via live video.
  • Washing and drying isn’t quite as exciting as a live cooking show, so the Suite team developed the online fashion reality show So You Wanna be a Designer – every show had a segment on the product, but the focus was on the fashion!
  • Bring bloggers of different sizes and backgrounds as models for the week.
  • Bloggers selected for more than just # of followersEpisode was created to cause "disruption" on two levelsDesigners are use to designing for stick thin, 6 foot tall women - models went from tall and plus size to short and size 4We gave the bloggers a spotlight, bringing them in and featuring them on a show watched by thousands of viewersGave them a custom outfit created by the designers (outfits from all other episodes were property of the show)Coupled episode with a Twitter party and encouraged blogger models to tell all of their friends to watch and vote for their friends designersKeys to Twitter party SuccessPrizes! Ipad and Kenmore small appliancesHired someone Amy Bair "resourceful mommy" - was key in the success of the partyA few of the bloggers went above and beyond to spread the wordLeah actually purchased her own ipad as a giveaway for people who signed up for and participated in the partyValarie has a huge off line community of families in her neighborhood and she promoted the show to them, her model even received the most votesMultiple people managing and engaging the tweets for the brand and supporting hosts accounts during the partyBloggers came in the day before the episode to try on and take pictures of their outfit
  • Bring bloggers of different sizes and backgrounds as models for the week.
  • Please look at notes below and create slide based on what it saysBloggers selected for more than just # of followersEpisode was created to cause "disruption" on two levelsDesigners are used to designing for stick thin, 6 foot tall women - models went from tall and plus size to short and size 4We gave the bloggers a spotlight, bringing them in and featuring them on a show watched by thousands of viewersGave them a custom outfit created by the designers (outfits from all other episodes were property of the show)Coupled episode with a Twitter party and encouraged blogger models to tell all of their friends to watch and vote for their friends designersKeys to Twitter party SuccessPrizes! Ipad and Kenmore small appliancesHired someone Amy Bair "resourceful mommy" - was key in the success of the partyA few of the bloggers went above and beyond to spread the wordLeah actually purchased her own ipad as a giveaway for people who signed up for and participated in the partyValarie has a huge off line community of families in her neighborhood and she promoted the show to them, her model even received the most votesMultiple people managing and engaging the tweets for the brand and supporting hosts accounts during the partyBloggers came in the day before the episode to try on and take pictures of their outfit
  • This slide is ok (changed colors to digital megaphone colors… can change back if you want)TweetsGoal: 4,000 Tweets to the HashtagActual 5,854 Tweets to the HashtagViews*Goal: Double views from prior week*Almost double the views vs.  the prior week*Votes*Goal:  Double the votes from prior week*Actual: 45% increase of votes from prior week*
  • Blogger Involvement*Picking a bloggers for more than just web traffic or twitter followersA few of the bloggers went above and beyond to spread the wordLeah actually purchased her own ipad as a giveaway for people who signed up for and participated in the partyValarie has a huge off line community of families in her neighborhood and she promoted the show to them, her model even received the most votesTwitter Party*Keys to Twitter party SuccessPrizes! Ipad and Kenmore small appliancesHired someone Amy Bair "resourceful mommy" - was key in the success of the partyMultiple people managing and engaging the tweets for the brand and supporting hosts accounts during the partyBloggers came in the day before the episode to try on and take pictures of their outfit
  • Strategic Selection of Partners/BloggersLeah and Valerie both had large networks AND went above and beyondClearly Define MetricsOn-Brand Product IntegrationDesign show is fun (and trendy), yet has clear connection to washer/dryersHire Friends with Social Network Benefits Amy Bair was key to Twitter Party Success
  • So You Wanna be a Designer - Leveraging Blogger Engagement and the 2nd Screen

    1. 1. “So You Wanna Be a Designer” Leveraging the Second Screen to Increase Engagement Hope Bertram Founder, Digital Megaphone
    2. 2. Background
    3. 3. Background
    4. 4. Campaign Overview Blogger Episode
    5. 5. GoalsTweets 4,000 to #SYWBAD hashtagViews Double from prior weekVotes Double from prior week
    6. 6. Execution
    7. 7. Execution• Strategic blogger selection• Departure from design show norm• Twitter party!
    8. 8. Results7000600050004000 Goal3000 Actual20001000 0 Tweets Views (Incr.) Votes (Incr.)
    9. 9. Key Wins• Blogger Involvement• Twitter Party
    10. 10. Key Learnings• Finding the Right Fit – Influence comes in many forms – Be clear on expectations up front – Get agreement – Provide easy to use information – Give them an incentive to share with their audience
    11. 11. Key Learnings• Twitter Party Rules – Determine success metrics up front – Partner with a strong party host – Find co-hosts that have similar views and audience – Capture guest info – Party is beginning of relationship for new customers and continued for current customers – Continue the conversation
    12. 12. 5 Key Takeaways1. Strategic Selection of Partners/Bloggers2. Clearly Define Metrics3. On-Brand Product Integration4. Give People the Spotlight5. Continue the Conversation

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