Bruce / The Seminar: We Are Social

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!

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

Bruce / The Seminar: We Are Social

by markee on May 09, 2011

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