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Bruce / The Seminar: We Are Social
 

Bruce / The Seminar: We Are Social

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It's all about engagement.

It's all about engagement.

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    Bruce / The Seminar: We Are Social Bruce / The Seminar: We Are Social Presentation Transcript

    • It’s all about engagement!
      Bruce The Seminar, 6th of May 2011
    • we are social
    • we are a conversation agency
    • social media
      We help brands
    • social media
      With three practice areas
    • We believe
      That engaging in honest and meaningful conversations
    • A team of 85 specialists
      spread across 6 offices
      We are an international team
    • It’s all about engagement!
    • It’s all about engagement!
    • The Royal Engagement as a benchmark
    • The ROI of engagement
    • But let’s forget William & Kate for now…
      Connect with people
      Connect with web pages
      Connect with web pagescreated by users
      2001
      2005
      2011
    • Trafic destination has changed…
      Audience evolution
      2009/2010
      Networks
      Brand sites
    • « Like » is the new search
      Nowadays, what matters:
      To be shared
      To be relayed
      To be embededd
      By individuals within their social networks
      Until now, what mattered:
      • To be found
      • To be deemed relevant
      By individuals using search engines
    • Information is consumed within networks
    • Engagement is key for brands…
      brand
      brand
      brand
    • Social media = new demands and habits
      To relate
      To communicate
      To create
      To comment
      To recommend
      To share
      To build communities
      And brands are part of these new habits: people are talking about brands and want to engage in conversation with them
    • But how do you create engagement?
      Understand target communities:
      Where they exist in social media
      What do they care about
      How do they behave
      Think about how to engage with them:
      Find topics to approach them
      Find ways of approaching them
      Think about an engagement strategy…
    • Find ways to engage with your audience
    • Think about engaging ideas: HP case study
      How to generate word of mouth about the HP ePrint technology
      • The HP PhotosmartPremium: a wifi printer
      • The ePrinttechnology: printfromanywhere by sending an email to your printer
      • Objective: generate new word of mouth about the HP Photosmart Printer and the ePrint technology within the family communities
      • Encourage influencers to try the new printer and experiment the ePrint technology
      THEBRIEF
    • Organise a treasure hunt amongst the bloggers “digital mums” by providing them with a HP Photosmart Premium e-All-in-One printer andsending them clues using the ePrint technology so they can experiment the technology first hand
      THE IDEA
    • 10 bloggers to win an HP Photosmart Premium and one of them to wina family trip to Disneyland
      THE INCENTIVE
    • 1
      1
      Bloggers have to answer 3 questions related to HP if they want to take part to have a chance to take part to the treasure hunt, including the name of the technology enabling to print via email
      MECANISM
    • 1
      2
      Out of all the correct answers, 10bloggers are selectedto take part to the treasurehunt and as suchreceive an HP Photosmart Premium
      MECANISM
    • 1
      3
      We sent a letter of the alphabet to each of the participating blogger’s printer, asking them to publish the letter on their blog, so they could guess, reading each other’s blog the mystery word… I.M.P.R.I.M.A.N.T.E
      MECANISM
    • 1
      4
      We thereforeencouraged the bloggers to publish new blog postsabout the competition and therefore to generateadditionalword of mouth about the ePrinttechnology…
      MECANISM
    • 1
      5
      The bloggers who found the mystery word are then invited to find out which sentence is hidden in a « picture word game » sent to their printer…
      The answer was A-Lys-seau-pays-dés-mer-v-yeuxsoit Alice au Pays des Merveilles
      MECANISM
    • 1
      6
      To gethelp fromtheirreaders, bloggerspublished a post about the « picturewordgame »
      MECANISM
    • 1
      7
      The gamescarried on, and at the end, once the bloggers have all the clues, theywere able to fill in a crosswordthatindicated to themthe URL of a hidden page. This page revealed the email address of a printer. The first blogger to send us via ePrint a message wins the trip.
      MECANIQUE
    • RESULTS
    • 53
      participatingbloggers
    • 32
      of themcontacted us spontaneously to take part in the competition
    • 76
      blog post have been published to date
    • 495
      comments have been written
    • 150K
      internet users have come across the campaign
    • Conclusion
      Understand your target communities, where they behave, the way they behave and what interest them
      Think about a content which is engaging, shareable, likeable, and adapted to social media
      The same rules applies when you manage a community on Facebook, Twitter, on a blog, etc.
    • It also works in advertising: Old Spice
    • It also works in advertising: Tippex
    • Thanks.
      For further conversationsandrine@wearesocial.fr
      @sandrine