Bruce / The Seminar: We Are Social


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It's all about engagement.

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Bruce / The Seminar: We Are Social

  1. 1. It’s all about engagement!<br />Bruce The Seminar, 6th of May 2011<br />
  2. 2. we are social<br />
  3. 3. we are a conversation agency<br />
  4. 4. social media<br />We help brands<br />
  5. 5. social media<br />With three practice areas<br />
  6. 6. We believe<br />That engaging in honest and meaningful conversations<br />
  7. 7. A team of 85 specialists<br />spread across 6 offices<br />We are an international team<br />
  8. 8. It’s all about engagement!<br />
  9. 9. It’s all about engagement!<br />
  10. 10. The Royal Engagement as a benchmark<br />
  11. 11. The ROI of engagement<br />
  12. 12. But let’s forget William & Kate for now…<br />Connect with people<br />Connect with web pages<br />Connect with web pagescreated by users<br />2001<br />2005<br />2011<br />
  13. 13. Trafic destination has changed…<br />Audience evolution<br />2009/2010<br />Networks<br />Brand sites<br />
  14. 14. « Like » is the new search<br />Nowadays, what matters: <br />To be shared<br />To be relayed<br />To be embededd<br />By individuals within their social networks<br />Until now, what mattered: <br /><ul><li>To be found
  15. 15. To be deemed relevant</li></ul>By individuals using search engines<br />
  16. 16. Information is consumed within networks<br />
  17. 17. Engagement is key for brands…<br />brand<br />brand<br />brand<br />
  18. 18. Social media = new demands and habits<br />To relate<br />To communicate <br />To create<br />To comment<br />To recommend<br />To share<br />To build communities<br />And brands are part of these new habits: people are talking about brands and want to engage in conversation with them<br />
  19. 19. But how do you create engagement?<br />Understand target communities:<br />Where they exist in social media<br />What do they care about<br />How do they behave<br />Think about how to engage with them:<br />Find topics to approach them<br />Find ways of approaching them<br />Think about an engagement strategy…<br />
  20. 20. Find ways to engage with your audience<br />
  21. 21. Think about engaging ideas: HP case study<br />How to generate word of mouth about the HP ePrint technology<br />
  22. 22. <ul><li>The HP PhotosmartPremium: a wifi printer
  23. 23. The ePrinttechnology: printfromanywhere by sending an email to your printer
  24. 24. Objective: generate new word of mouth about the HP Photosmart Printer and the ePrint technology within the family communities
  25. 25. Encourage influencers to try the new printer and experiment the ePrint technology</li></ul>THEBRIEF<br />
  26. 26. 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<br />THE IDEA<br />
  27. 27. 10 bloggers to win an HP Photosmart Premium and one of them to wina family trip to Disneyland<br />THE INCENTIVE<br />
  28. 28. 1<br />1<br />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<br />MECANISM<br />
  29. 29. 1<br />2<br />Out of all the correct answers, 10bloggers are selectedto take part to the treasurehunt and as suchreceive an HP Photosmart Premium<br />MECANISM<br />
  30. 30. 1<br />3<br />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<br />MECANISM<br />
  31. 31. 1<br />4<br />We thereforeencouraged the bloggers to publish new blog postsabout the competition and therefore to generateadditionalword of mouth about the ePrinttechnology…<br />MECANISM<br />
  32. 32. 1<br />5<br />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…<br />The answer was A-Lys-seau-pays-dés-mer-v-yeuxsoit Alice au Pays des Merveilles<br />MECANISM<br />
  33. 33. 1<br />6<br />To gethelp fromtheirreaders, bloggerspublished a post about the « picturewordgame »<br />MECANISM<br />
  34. 34. 1<br />7<br />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.<br />MECANIQUE<br />
  35. 35. RESULTS<br />
  36. 36. 53<br />participatingbloggers<br />
  37. 37. 32<br />of themcontacted us spontaneously to take part in the competition<br />
  38. 38. 76<br />blog post have been published to date<br />
  39. 39. 495<br />comments have been written<br />
  40. 40. 150K<br />internet users have come across the campaign<br />
  41. 41. Conclusion<br />Understand your target communities, where they behave, the way they behave and what interest them<br />Think about a content which is engaging, shareable, likeable, and adapted to social media<br />The same rules applies when you manage a community on Facebook, Twitter, on a blog, etc.<br />
  42. 42. It also works in advertising: Old Spice<br />
  43. 43. It also works in advertising: Tippex<br />
  44. 44. Thanks. <br />For further<br />@sandrine<br />