The Strategy for Engagement in Social Media

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Presentation given at the BC chapter of the American Marketing Association on October 21, 2009

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The Strategy for Engagement in Social Media

  1. 1. Stephen Webster - Introduction
  2. 2. Actions of a few affect many
  3. 3. Push the message
  4. 4. These days are well and truly over
  5. 5. Control
  6. 6. helpful, solemn, rude
  7. 7. Programmers control the message
  8. 8. but they don’t control the aftermath
  9. 9. The frustration
  10. 10. The anger
  11. 11. The conversation
  12. 12. Much like marketing today
  13. 13. Control the message...
  14. 14. the story...
  15. 15. the promise
  16. 16. We simply don’t control the conversation
  17. 17. Help them grow
  18. 18. Help them prosper
  19. 19. Authentic
  20. 20. Build trust
  21. 21. Very good chance you will succeed
  22. 22. Raise your head above the noise
  23. 23. Case Study
  24. 24. Vancouver Film School
  25. 25. VFS video introduction go to www.vfs.com for more info
  26. 26. Marketing strategies
  27. 27. Developed, Implemented, Results, Recommendations, Trends
  28. 28. Development
  29. 29. Vancouver Film School has been preparing students for their dream careers in the entertainment industry for over 20 years. Graduates from our world-renowned one-year programs have gone on to win Oscars and Emmys and have become creative professionals at the best companies in the world. Exclusive Scholarships for Canadian High School Students We’re awarding scholarships to the brightest, most passionate aspiring artists coming out of Canadian high schools. Apply now for your chance at one of three full-tuition scholarships, valued at $20,000, to the one-year Foundation Visual Art & Design program. Check out vfs.com/kickit for the details.
  30. 30. Create the first handshake with a new customer
  31. 31. Nurture and grow the community
  32. 32. Create opportunities for these communities to connect to one another
  33. 33. Student and graduate reviews are second only to word-of-mouth
  34. 34. Focus on how to add value first
  35. 35. 1Belief, 2 Strategies
  36. 36. 1 Belief Our potential
  37. 37. Think as big as possible
  38. 38. Strategy 1 An engagement strategy
  39. 39. Strategy 2 Connected marketing strategy
  40. 40. Strategy 1 An engagement strategy
  41. 41. Strategy 1 marketing A engagement strategy
  42. 42. Do the analysis
  43. 43. Cluster analysis
  44. 44. Factor analysis
  45. 45. SWOT analysis
  46. 46. Perceptual mapping
  47. 47. Write the plan and execute
  48. 48. huge problems
  49. 49. Not responsive
  50. 50. Not versatile
  51. 51. Landscape shifting
  52. 52. •13 Different Products • 13 Different Markets •13 Different Demographics •13 Different Psychographics
  53. 53. Stages of Development •Launch •Development •Nurture • Maintain •Grow
  54. 54. Social Media
  55. 55. Bad News
  56. 56. No silver bullet
  57. 57. Systematic series of actions
  58. 58. Goals
  59. 59. Common value proposition to establish a unified brand
  60. 60. Competition
  61. 61. Skills / Education / Experience
  62. 62. Skills Software, Hardware
  63. 63. Education The outcome
  64. 64. Experience •Class environment •Culture •Teaching style •Peer support
  65. 65. Combination
  66. 66. Skills / Education / Experience
  67. 67. Unique Selling Proposition
  68. 68. Process
  69. 69. Result
  70. 70. Brand Mantra
  71. 71. Results Matter
  72. 72. It’s all about the work
  73. 73. It’s all about the portfolio
  74. 74. This is the fuel that drives our Engagement Strategy
  75. 75. so what is the engine then?
  76. 76. Recruitment tool Employment Calling Card pull strategy push strategy no hard sell branded package entertain first quality first ‘wow’ how did they do that? ‘wow’ this is good “Where” did they do that? “Where” did they do that? I want to do that I want to hire this person and/or I know someone that needs I want more like this to know this out of this we get... Prospective students Industry buy-in
  77. 77. Engagement Strategy
  78. 78. Strategy 2 Connected marketing strategy
  79. 79. Make a list of possible partners
  80. 80. Partners that complement our business
  81. 81. Don’t be afraid to go after the big players
  82. 82. Make sure you can bring something of value to them first
  83. 83. Implementation
  84. 84. Case Study •Youtube •District 9 • Innovation lab
  85. 85. Vision
  86. 86. Show the world a great variety of excellent student work, and let the work speak for itself
  87. 87. Launched in October 2006
  88. 88. Piece of Mind video http://www.youtube.com/watch?v=hbbfJClypYg
  89. 89. The making of Piece of Mind video http://www.youtube.com/watch?v=O5qWG3599Zk
  90. 90. Category editors
  91. 91. Made recommendations
  92. 92. Value and trust
  93. 93. Dig deep
  94. 94. Quality
  95. 95. Strong content
  96. 96. Drive content
  97. 97. Build the relationship
  98. 98. Think big
  99. 99. Pitch
  100. 100. Scholarship competition
  101. 101. Had to haves • Community Involvement • As big as possible • Long term tie-in to VFS brand • Willing to accept any of the winners
  102. 102. Scholarship committee
  103. 103. Open to all 19 channels worldwide
  104. 104. Theme “What matters to you”
  105. 105. Theme “It’s all about you”
  106. 106. Brand connection “Results Matter”
  107. 107. viewers get to decide
  108. 108. Deliverables
  109. 109. Youtube launch video http://www.youtube.com/ watch?v=iap2qfP1XGE
  110. 110. $500,000 in support
  111. 111. Advertising Promotional Custom applications
  112. 112. One guiding principle
  113. 113. Respond to everything
  114. 114. The winners
  115. 115. Selected winner of VFS / Youtube scholarship competition http://www.youtube.com/watch?v=KExoP97KUnY
  116. 116. The take-aways • Still has traction today - links back to VFS.com • Demand - when will we do it again • Increased quality of our applicants • Many ‘Me too’ imitations
  117. 117. More organizations want our content
  118. 118. The Results
  119. 119. Brand Awareness
  120. 120. New Leads
  121. 121. #1 school channel
  122. 122. Our Process today • We post a video to Youtube every weekday • We monitor all feedback and comments • We respond in an authentic voice - no sales jargon
  123. 123. District 9 Trailer http://www.district9movie.com/
  124. 124. 2 weeks
  125. 125. Leverage our social media channels
  126. 126. Centralized place •Bring me here •Keep me here • Make me care
  127. 127. Have to do it backwards
  128. 128. Make me care •Director •41 grads - the calculations •Appeal to the geek nature • The official place for everything District 9
  129. 129. Keep me here •Microsite • Alumni Credits - IMDB support, and graduation reels • Blog stories • Video interviews - 1 overview, 6 in-depth • External news stories • Competition / giveaways / draw-ins • Media pull quotes
  130. 130. VFS District 9 microsite http://www.vfs.com/enterd9
  131. 131. Bring me here
  132. 132. Probably the easiest part of the puzzle
  133. 133. Value
  134. 134. “Make me care”
  135. 135. “Keep me here”
  136. 136. Wasted effort
  137. 137. Bring me here • All social media channels • On site at all major movie theaters • The PR - Vancouver connection • The give-away • The keywords • Congratulatory advertising
  138. 138. The Results
  139. 139. • Over 20,000 visits (and growing) • 94% were new visits • New leads in our system • New enrollments in our school
  140. 140. Innovation lab
  141. 141. Students wreaking havoc
  142. 142. Link: http://www.vfs.com/blog/2009/03/30/vfs- students-wreaking-havoc/
  143. 143. Cool, fun factor
  144. 144. Helping students help themselves help us
  145. 145. Facilitate multiple download formats
  146. 146. We have done the work
  147. 147. Students embed the work on their blogs, their websites, their Youtube channels
  148. 148. More people get to see the work
  149. 149. More people join the conversation
  150. 150. Results / Recommendations / Trends
  151. 151. The results of our conversations
  152. 152. BC Export Awards
  153. 153. 50% International Students
  154. 154. 2008 Largest intake of students in 22 years
  155. 155. Recommendations
  156. 156. Website • Integration to all of your communities; Youtube, Twitter, Myspace etc. • Do an annual audit - every nook and cranny • Web gardening • Don’t rely on one single point of entry • Cross reference stories throughout your site • Leverage external API
  157. 157. Blog • Search engines LOVE blogs • Take your time and get it right • Approachable language • Decide on your posting schedule • Respond to everyone
  158. 158. Events • Meaningful events. Can you add value? • Do you have brands that you can build an event extension around? • Invite and host. Doesn’t have to be big or expensive • Involve your community: live twitter feeds
  159. 159. Get yourself organized
  160. 160. RSS • You don’t have the time to read everything • Get a reader • Organize what is of value to you • Set up alerts • 10 minutes each morning will set you on your way
  161. 161. Tools • Make friends with Technorati • Use a mainstream media mail service - Meltwater • More than Google • Master adwords, yahoo and bing advertising
  162. 162. Trend(s)
  163. 163. A move away from the desk
  164. 164. The devices in your pockets and purses right now
  165. 165. Trend(s)
  166. 166. Bandwidth vs. Connectivity
  167. 167. Not just apps
  168. 168. More ways to deliver your content
  169. 169. More ways to deliver your message
  170. 170. More ways to tell your story
  171. 171. Get involved
  172. 172. Participate
  173. 173. To listen and respond
  174. 174. You are still in control
  175. 175. Aware of the conversations
  176. 176. Elevate the quiet positive
  177. 177. Address the loud negative
  178. 178. Every message has the potential to be a front page story
  179. 179. It doesn’t take too much
  180. 180. Be authentic
  181. 181. Build trust
  182. 182. Help your communities to grow
  183. 183. What will they say about you when they meet?

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