20100223 Schematic Sprout Social Media Summit V1

Sprout Social Media Summit Toyota Rock the Space Contest From the Schematic POV February 2010 Kaz Brecher Director, Interactive Strategy and Production [email_address]

Full Service Agency Founded 1999 400 Full Time Employees Winner 2008 OMMA Agency of the Year Who is Schematic? The Big Picture Los Angeles San Francisco Austin Atlanta San Jose, Costa Rica Minneapolis London New York

Clients

One way to view the digital landscape and the intersection of where brands meet users. The Communications Ecosystem

Increasingly, opportunities for social engagement span anything with a screen. Where and how are your users getting content?

Case Study: Toyota Rock the Space Contest

Toyota Music on MySpace – a robust existing community
Do you have what it takes to be a star?
Submit a song / music demo and win a MySpace Records recording contract
Give users a journey to follow
The Rock the Space Contest

Leverage the existing fan base
Create a fun submission process
Build features which tie directly into the desires of fans / bands
Include opportunities for maximizing viral marketing while maintaining the connection to the users who decide to engage
Plan for moderation of user generated content to meet the Toyota campaign standards (submission requirements)
Evolve the digital touchpoints throughout the campaign
Phases: submission, stay tuned, voting, finalist videos, and winner announcement
The Challenge

Saatchi & Saatchi Los Angeles – campaign owner
Toyota – client
MySpace / MySpace Records – the platform
Schematic – user experience / technical guidance
Sprout – viral elements / campaign console
Vimby – video production
The Players

One that gives users what they want when and where they want it AND surprises them while giving them exactly what they want What makes a great digital campaign?
A user-centered approach
Leverage the benefits of the platforms
Look to your users for inspiration
Understand what “social” means to your users and what they’re doing in the digital space
Imagine what they’re not doing yet but could be ready to do
Highlight digital features express the brand

http://www.southparkstudios.com Clip mixer, mash-ups, avatar creator all came from users on the forums

Designing for integration to allow better user experience – in this case, MySpace platform
Implement unique elements – a Flash gallery that gave us more creative flexibility around filtering
Integrating with and leveraging the Sprout widget capabilities became a cornerstone of the campaign
Used their widget-builder capability for the entry process (the pre-requisite to what will “go wild”)
Used the ability to push live updates out to widgets which have been shared and embedded
How do you create a viral success? http://www.myspace.com/toyotamusic

Hope for the best, plan for the worst – we estimated 2000 entries during the 3 week submission period
We had over a 1000 entries in the first day
Do not underestimate the power of a rabid fan base given the right tools to broadcast and self-promote
This puts pressure on moderation staffing and response time
Going Platinum – pros and cons of success

The growing importance of goodwill and brand association
The people are the new spokespeople
Metrics and what they mean in the new web, benchmarking in the context of your users
“ Social media allow customers to express their opinions and publish them to the world, and we cannot afford not to participate in the conversation.”
Eric K intz, VP of Global Marketing Strategy
Hewlett-Packard
How does this translate into ROI?

http://www.youtube.com/converseonestar

Cannes RFID Touch Wall 2009

“ Conversation is king. Content is just something to talk about.” Cory Doctorow A continuous conversation…
Dialogue requires response –
rapid prototyping or agile project methodologies help
Success comes with a price…too many fans means dialogue becomes broadcast again
Social brand development requires constant attention – iterate, iterate, iterate
Ironic that socializing doesn’t scale, but that just means metrics need to be adjusted for relevance and not just numbers

… thank you

20100223 Schematic Sprout Social Media Summit V1

by Joey Mucha

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20100223 Schematic Sprout Social Media Summit V1 Presentation Transcript