Cover September 26 2007
Introduction Introduction <ul><li>SERVICES: </li></ul><ul><ul><li>Blogger Outreach </li></ul></ul><ul><ul><li>Promotions <...
Why we built the company Why We Built This Company <ul><ul><li>Recognized the power of Longtail to affect change in produc...
What’s Different What’s Different? <ul><li>Challenges: </li></ul><ul><ul><li>Active participation in the process </li></ul...
Case Study - Damages Blogger Outreach Case Study:  Damages on FX
Assessment Market Assessment <ul><li>Challenges: </li></ul><ul><ul><li>High concept show </li></ul></ul><ul><ul><li>Cast a...
Strategy Strategy <ul><li>Phase I   </li></ul><ul><ul><li>Build buzz for the show throughout general population </li></ul>...
Summary of Results Summary of Results <ul><ul><li>From 7/1/07-9/11/07, overall number of blog posts about DAMAGES was 550+...
Methods - Build Buzz Building Relationships <ul><ul><li>Exclusive Access </li></ul></ul><ul><ul><li>Personal attention </l...
Blogger Response to Show Blogger Response  BLOGGER RESPONSE TO  DAMAGES After viewing the pilot and second episode, blogge...
Recommendations Readers Respond to Blogger Recs <ul><li>Results: </li></ul><ul><ul><li>Increased interest in the show </li...
Readers Respond Fan Reaction to the Show  THE MORNING AFTER  Fans immediately flocked to their favorite blogs to discuss w...
Maintaining Momentum <ul><ul><li>Interviews </li></ul></ul><ul><ul><li>Review Materials </li></ul></ul><ul><ul><li>Episodi...
Results1 Results <ul><li>Milestones: </li></ul><ul><ul><li>From 7/1/07-9/11/07, strategic blog partnerships have yielded 1...
Results2 Results <ul><li>Goals Accomplished: </li></ul><ul><ul><li>Maintained buzz about DAMAGES well after its premiere <...
Blue Background Contact: Marjorie Kase, CEO Email:  [email_address] Mobile: 415-238-8240
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Damages Case Study

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One of my first case studies during the Blogger Reps days. It showed people the exponential power of blogs to spread the word about a product - a concept that was new to the traditional PR set at the time. It also addressed relationship building between PR firms and bloggers.

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Damages Case Study

  1. 1. Cover September 26 2007
  2. 2. Introduction Introduction <ul><li>SERVICES: </li></ul><ul><ul><li>Blogger Outreach </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Search Engine Marketing </li></ul></ul><ul><ul><li>Education </li></ul></ul>
  3. 3. Why we built the company Why We Built This Company <ul><ul><li>Recognized the power of Longtail to affect change in product marketing </li></ul></ul><ul><ul><li>Observed disconnect between Entertainment Industry and Bloggers </li></ul></ul><ul><ul><li>Saw ineffectiveness in traditional PR’s attempt at blogger outreach </li></ul></ul><ul><ul><li>Lack of Authenticity </li></ul></ul><ul><ul><li>Bloggers weren’t receiving respect they deserved </li></ul></ul><ul><ul><li>We’re big fans </li></ul></ul>
  4. 4. What’s Different What’s Different? <ul><li>Challenges: </li></ul><ul><ul><li>Active participation in the process </li></ul></ul><ul><ul><li>Requires more effort </li></ul></ul><ul><li>Advantages: </li></ul><ul><ul><li>Measurable results </li></ul></ul><ul><ul><li>Ability to track dissemination </li></ul></ul><ul><ul><li>Built-in workforce </li></ul></ul>
  5. 5. Case Study - Damages Blogger Outreach Case Study: Damages on FX
  6. 6. Assessment Market Assessment <ul><li>Challenges: </li></ul><ul><ul><li>High concept show </li></ul></ul><ul><ul><li>Cast appeals to older demographic </li></ul></ul><ul><ul><li>Lack of built-in audience </li></ul></ul><ul><li>Positives: </li></ul><ul><ul><li>Mystique </li></ul></ul><ul><ul><li>All-star cast </li></ul></ul><ul><ul><li>Network known for quality work </li></ul></ul>
  7. 7. Strategy Strategy <ul><li>Phase I </li></ul><ul><ul><li>Build buzz for the show throughout general population </li></ul></ul><ul><li>Phase II </li></ul><ul><ul><li>Establish strategic partnerships with popular/influential blogs based on genre, traffic, and demographic </li></ul></ul>
  8. 8. Summary of Results Summary of Results <ul><ul><li>From 7/1/07-9/11/07, overall number of blog posts about DAMAGES was 550+ </li></ul></ul><ul><ul><li>From 7/1/07-9/11/07, strategic blog partnerships yielded 130+ DAMAGES posts </li></ul></ul>
  9. 9. Methods - Build Buzz Building Relationships <ul><ul><li>Exclusive Access </li></ul></ul><ul><ul><li>Personal attention </li></ul></ul><ul><ul><li>Thinking outside the box </li></ul></ul>
  10. 10. Blogger Response to Show Blogger Response BLOGGER RESPONSE TO DAMAGES After viewing the pilot and second episode, bloggers’ excitement and anticipation of the show’s premiere increases dramatically “ I was lucky enough to get my hot little hands on a screener of the first episode of the show. As a fan of the extremely talented and multi-faceted Glenn Close, I had high hopes and was not disappointed.” – A Socialite’s Life “ Ultimately, Damages underscores FX's commitment to genre-breaking dramas and hard-hitting series that break the rules of network television. This is no exception, elevating the legal drama to a gripping, Dickensian story with a serpentine plot and characters that truly are snakes in every sense of the word. Damages is first-rate television that cannot, and should not, be missed.” – Televisionary “ In a recent interview with Entertainment Weekly, FX President John Landgraf proudly proclaimed that since his network can’t give a show a lead-in [like the broadcast networks], ‘It has to be appointment television for people to find it.’ Having recently finished the first episode of FX’s newest drama DAMAGES , this TV Addict has a message for Mr. Landgraf. Consider our appointment booked (for this Tuesday at 10PM on FX).” – The TV Addict “ Just when I think I couldn't be a bigger fan…” – AfterEllen
  11. 11. Recommendations Readers Respond to Blogger Recs <ul><li>Results: </li></ul><ul><ul><li>Increased interest in the show </li></ul></ul><ul><ul><li>Shifting of viewing habits </li></ul></ul>
  12. 12. Readers Respond Fan Reaction to the Show THE MORNING AFTER Fans immediately flocked to their favorite blogs to discuss what they liked and didn’t like, to share conspiracy theories, and to express their appreciation for the recommendation
  13. 13. Maintaining Momentum <ul><ul><li>Interviews </li></ul></ul><ul><ul><li>Review Materials </li></ul></ul><ul><ul><li>Episodic Images </li></ul></ul><ul><ul><li>Constant Attention </li></ul></ul>Maintaining Momentum
  14. 14. Results1 Results <ul><li>Milestones: </li></ul><ul><ul><li>From 7/1/07-9/11/07, strategic blog partnerships have yielded 130+ DAMAGES posts </li></ul></ul><ul><ul><li>Average number of DAMAGES stories published by each blog partner was 5 </li></ul></ul><ul><ul><li>From 7/1/07-9/11/07, overall number of blog posts about DAMAGES was 550+ </li></ul></ul>
  15. 15. Results2 Results <ul><li>Goals Accomplished: </li></ul><ul><ul><li>Maintained buzz about DAMAGES well after its premiere </li></ul></ul><ul><ul><li>Established hubs of information for existing and emerging fans </li></ul></ul><ul><ul><li>Create brand loyalty amongst bloggers </li></ul></ul>
  16. 16. Blue Background Contact: Marjorie Kase, CEO Email: [email_address] Mobile: 415-238-8240

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