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The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
The Strategy for Engagement in Social Media
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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

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

Published in: Business, Technology
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Transcript

  • 1. Stephen Webster - Introduction
  • 2. Actions of a few affect many
  • 3. Push the message
  • 4. These days are well and truly over
  • 5. Control
  • 6. helpful, solemn, rude
  • 7. Programmers control the message
  • 8. but they don’t control the aftermath
  • 9. The frustration
  • 10. The anger
  • 11. The conversation
  • 12. Much like marketing today
  • 13. Control the message...
  • 14. the story...
  • 15. the promise
  • 16. We simply don’t control the conversation
  • 17. Help them grow
  • 18. Help them prosper
  • 19. Authentic
  • 20. Build trust
  • 21. Very good chance you will succeed
  • 22. Raise your head above the noise
  • 23. Case Study
  • 24. Vancouver Film School
  • 25. VFS video introduction go to www.vfs.com for more info
  • 26. Marketing strategies
  • 27. Developed, Implemented, Results, Recommendations, Trends
  • 28. Development
  • 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. Create the first handshake with a new customer
  • 31. Nurture and grow the community
  • 32. Create opportunities for these communities to connect to one another
  • 33. Student and graduate reviews are second only to word-of-mouth
  • 34. Focus on how to add value first
  • 35. 1Belief, 2 Strategies
  • 36. 1 Belief Our potential
  • 37. Think as big as possible
  • 38. Strategy 1 An engagement strategy
  • 39. Strategy 2 Connected marketing strategy
  • 40. Strategy 1 An engagement strategy
  • 41. Strategy 1 marketing A engagement strategy
  • 42. Do the analysis
  • 43. Cluster analysis
  • 44. Factor analysis
  • 45. SWOT analysis
  • 46. Perceptual mapping
  • 47. Write the plan and execute
  • 48. huge problems
  • 49. Not responsive
  • 50. Not versatile
  • 51. Landscape shifting
  • 52. •13 Different Products • 13 Different Markets •13 Different Demographics •13 Different Psychographics
  • 53. Stages of Development •Launch •Development •Nurture • Maintain •Grow
  • 54. Social Media
  • 55. Bad News
  • 56. No silver bullet
  • 57. Systematic series of actions
  • 58. Goals
  • 59. Common value proposition to establish a unified brand
  • 60. Competition
  • 61. Skills / Education / Experience
  • 62. Skills Software, Hardware
  • 63. Education The outcome
  • 64. Experience •Class environment •Culture •Teaching style •Peer support
  • 65. Combination
  • 66. Skills / Education / Experience
  • 67. Unique Selling Proposition
  • 68. Process
  • 69. Result
  • 70. Brand Mantra
  • 71. Results Matter
  • 72. It’s all about the work
  • 73. It’s all about the portfolio
  • 74. This is the fuel that drives our Engagement Strategy
  • 75. so what is the engine then?
  • 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. Engagement Strategy
  • 78. Strategy 2 Connected marketing strategy
  • 79. Make a list of possible partners
  • 80. Partners that complement our business
  • 81. Don’t be afraid to go after the big players
  • 82. Make sure you can bring something of value to them first
  • 83. Implementation
  • 84. Case Study •Youtube •District 9 • Innovation lab
  • 85. Vision
  • 86. Show the world a great variety of excellent student work, and let the work speak for itself
  • 87. Launched in October 2006
  • 88. Piece of Mind video http://www.youtube.com/watch?v=hbbfJClypYg
  • 89. The making of Piece of Mind video http://www.youtube.com/watch?v=O5qWG3599Zk
  • 90. Category editors
  • 91. Made recommendations
  • 92. Value and trust
  • 93. Dig deep
  • 94. Quality
  • 95. Strong content
  • 96. Drive content
  • 97. Build the relationship
  • 98. Think big
  • 99. Pitch
  • 100. Scholarship competition
  • 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. Scholarship committee
  • 103. Open to all 19 channels worldwide
  • 104. Theme “What matters to you”
  • 105. Theme “It’s all about you”
  • 106. Brand connection “Results Matter”
  • 107. viewers get to decide
  • 108. Deliverables
  • 109. Youtube launch video http://www.youtube.com/ watch?v=iap2qfP1XGE
  • 110. $500,000 in support
  • 111. Advertising Promotional Custom applications
  • 112. One guiding principle
  • 113. Respond to everything
  • 114. The winners
  • 115. Selected winner of VFS / Youtube scholarship competition http://www.youtube.com/watch?v=KExoP97KUnY
  • 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. More organizations want our content
  • 118. The Results
  • 119. Brand Awareness
  • 120. New Leads
  • 121. #1 school channel
  • 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. District 9 Trailer http://www.district9movie.com/
  • 124. 2 weeks
  • 125. Leverage our social media channels
  • 126. Centralized place •Bring me here •Keep me here • Make me care
  • 127. Have to do it backwards
  • 128. Make me care •Director •41 grads - the calculations •Appeal to the geek nature • The official place for everything District 9
  • 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. VFS District 9 microsite http://www.vfs.com/enterd9
  • 131. Bring me here
  • 132. Probably the easiest part of the puzzle
  • 133. Value
  • 134. “Make me care”
  • 135. “Keep me here”
  • 136. Wasted effort
  • 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. The Results
  • 139. • Over 20,000 visits (and growing) • 94% were new visits • New leads in our system • New enrollments in our school
  • 140. Innovation lab
  • 141. Students wreaking havoc
  • 142. Link: http://www.vfs.com/blog/2009/03/30/vfs- students-wreaking-havoc/
  • 143. Cool, fun factor
  • 144. Helping students help themselves help us
  • 145. Facilitate multiple download formats
  • 146. We have done the work
  • 147. Students embed the work on their blogs, their websites, their Youtube channels
  • 148. More people get to see the work
  • 149. More people join the conversation
  • 150. Results / Recommendations / Trends
  • 151. The results of our conversations
  • 152. BC Export Awards
  • 153. 50% International Students
  • 154. 2008 Largest intake of students in 22 years
  • 155. Recommendations
  • 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. Blog • Search engines LOVE blogs • Take your time and get it right • Approachable language • Decide on your posting schedule • Respond to everyone
  • 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. Get yourself organized
  • 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. Tools • Make friends with Technorati • Use a mainstream media mail service - Meltwater • More than Google • Master adwords, yahoo and bing advertising
  • 162. Trend(s)
  • 163. A move away from the desk
  • 164. The devices in your pockets and purses right now
  • 165. Trend(s)
  • 166. Bandwidth vs. Connectivity
  • 167. Not just apps
  • 168. More ways to deliver your content
  • 169. More ways to deliver your message
  • 170. More ways to tell your story
  • 171. Get involved
  • 172. Participate
  • 173. To listen and respond
  • 174. You are still in control
  • 175. Aware of the conversations
  • 176. Elevate the quiet positive
  • 177. Address the loud negative
  • 178. Every message has the potential to be a front page story
  • 179. It doesn’t take too much
  • 180. Be authentic
  • 181. Build trust
  • 182. Help your communities to grow
  • 183. What will they say about you when they meet?

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