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Case Study: Sharon McLaughlin (McLaughlin Gibson Communications) and Colin Walker (Everyone)
 

Case Study: Sharon McLaughlin (McLaughlin Gibson Communications) and Colin Walker (Everyone)

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Socially Adept or Socially Inept? ...

Socially Adept or Socially Inept?

How to Do, Use and Learn from Social Media for business

Part 6: Sharon (McLaughlin Gibson Comms) and Colin Walker (Everyone).

A Social Media Week Glasgow event by Interactive Scotland (www.interactivescotland.com) and Creative Clyde (www.creativeclyde.com)

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    Case Study: Sharon McLaughlin (McLaughlin Gibson Communications) and Colin Walker (Everyone) Case Study: Sharon McLaughlin (McLaughlin Gibson Communications) and Colin Walker (Everyone) Presentation Transcript

    • Socially Adept or Socially Inept? How to Do, Use and Learn from Social Media for businessPart 6: Case Study: Sharon McLaughlin (McLaughlin Gibson Communications) and Colin Walker (Everyone)A Social Media Week Glasgow event by Interactive Scotland and Creative Clyde 1
    • Sharon McLaughlinMcLaughlin Gibson Communications Ltd
    • tIn 2010 /2011 Black Bottle embarked on a repositioningexercise. The main thrust of the communications strategy wasto create a diary of events which would support the brandobjectives:• Engage with new and existing audiences in a creative way• Drive consumer / trade awareness• Use events diary to create interesting and engaging content for both traditional and digital platforms
    • West end festival:• Using various social media platforms to promote Black Bottle activity during the festival.• Created Black Bottle video to capture the Festival atmosphere. Content posted on You Tube and Facebook• Conversation encouraged via Facebook and twitter• Images posted on Facebook• Activity updates via twitter and Facebook• Competitions via Facebook
    • Merchant City festival:• Merchant City Festival Cocktail Challenge launched.• Using various social media platforms to promote the event.• Promo staff wearing Black Bottle Twitter “follow me” and Facebook ”like me” t-shirts with QR Codes• www.connosr.com – whiskypod• Video content created
    • Halloween Club Night:• Created an event via Black Bottle and promoting event via Facebook• Using twitter to promote the event and drive ticket sales• Various competitions to win tickets• Asking people to share the event with their friends via social media to achieve a larger reach• DJ’s promoting via their social media platforms• Using video content to help create awareness and activity
    • Colin WalkerTechnical Director - Everyone
    • Plan your event from the outset with Social Media in mind.• Consider your audience geographic – large but scattered audiences don’t make a busy event!• Carefully plan your email campaign schedule and build interest in the run up to the event.• Develop competitions with event related prizes as pre-event content e.g. tickets for the event or VIP access.• Seed social networks with event related updates throughout the campaign and beyond.
    • Develop Creative which harnesses social media• Ensure Social Media is promoted throughout all marketing material both offline and online. Form a unified approach between all agencies involved.• Build Event related Facebook apps that increase awareness. The more Viral the better!• Convert offline to online and in turn, turn online into data capture, event recruitment or new ‘likes’.
    • Optimising your event for Social media content.• Take Pictures / Videos• Record Audio Snippets• Gather Feedback / Quotes• Gather user data at the event or provide tablet / kiosk input stations.• Develop Case Studies from user experiences.• Promote social media destinations at the event.
    • Create an online destination for your event.• Use Services such as Facebook, KILTR, Plancast or Eventbrite to promote the event.• Ensure destination sites allow for recruitment and post event content, especially for recurring events.
    • Recruit Attendees online for your event and gaugepopularity throughout.• Report trends and spikes, correlate traffic with activity. Match ‘post type’ to recruitment spike!• Give organisers daily updates in case plan B is needed!
    • Make your content last long beyond the event! Ensure youhave a destination for post event content.• Drip feed content throughout the forthcoming months and develop themes or regulars.• A quiet event can still provide weeks of valuable content.• Thank attendees for attending with email campaigns or other media.• Encourage attendees to go online to access media from the event and post images from the event.• Promote the next event to the social media recruits you have just gained!• Start all over again!!
    • Socially Adept or Socially Inept? How to Do, Use and Learn from Social Media for business To find out more about why the Creative Clyde business hub is a natural home for media, technology and creatively-minded businesses, visit www.creativeclyde.com. To watch a summary video from the event, listen to audio recordings, view more slidecasts, and findout how Interactive Scotland can help your digital media business, visit: www.interactivescotland.com.Audio, video and slidecast production by Creative Clyde and Interactive Scotland by creative content communications company Inner Ear: www.innerear.co.uk