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Rethink Playland
- 1. Playland Hot Seat Lunch and Learn January 14, 2014.
- 2. Agenda. • What is the Hot Seat? • Was it successful? • How did we make it happen? • Key learnings • Final thoughts
- 5. Our reach on Facebook: 2012 vs 2013
- 6. Number of engaged users: 2012 vs 2013
- 7. There were lots of moving parts to this beast.
- 8. How did we make it happen?
- 9. We kept the timeframe tight for each stage.
- 10. 100% LIVE. Live voting. Live streaming. Live internetting.
- 11. We needed to do a dry run, or five.
- 12. Cool. But, did we learn anything?
- 13. Learnings for Account Services: • Lots of hours are needed to produce and execute. Approximately 400 were logged in Harvest (400 x $$ = $$$$). • When livestreaming at the park, we had four Rethinkers on the ground, one on deck back at the office and the dev team. • Be sure to set the need to be flexible expectation with the client.
- 14. Learnings for Production: • Hardware. Testing, testing, 1-2-3. • Just because the device says it’s portable, doesn't mean you can run it around an amusement park. • Functionality of voting mechanism and handler app had many unforeseen hurdles.
- 15. Learnings for Creative Team: • Be flexible and have fun. • Be ok with the unknown. • Know the audience. • Ask for help and wear all the hats.
- 16. Learnings for Community/Social: • Partnerships with local bloggers. • Real-time content at the park. • Boost engagement day-over-day. • Livestream = live community.
- 20. Livestream = live community.
- 21. The sweet spot.
- 23. Questions?
- 24. Thanks.
Editor's Notes
- 2012Reach: 108,826 Facebook users2013Reach: 266,775 Facebook users% INCREASE: 120%
- 2012Engaged Fans: 6,0142013Engaged Fans: 28,961 % INCREASE: 382%
- website, app, social strategy, paid and owned media, PR, day of considerations and technology.
- What were some key decisions? Key Decision notes.
- ex) Apply in the hot seat, vote for your friends, livestream at the park. This was part necessity due to vacations, but also valid based on previous years learnings.
- What were the benefits of having Any the Intern in the hot seat? Why did we choose not to partner with Sonic exclusively.
- 1) How we surface things to bloggers - why should bloggers give a shit about this? Why would their auLocal bloggers, and all publications for that matter, want visitors on their sites so they can jack up ad prices and make $$$. Hence clickbait. 2) Sent custom images and content daily to bloggers. 3) Nothing from Vancity Buzz but they posted Science World stuff...
- 1) Content creation on the fly 2) Determine the key moments to inspire participation
- 1) Surface the emotion 2) Like that episode on the Simpsons with the buzzer...
- 1) Troubleshoot that shit. Lots of action for social:1) Get ppl to the livestream 2) Vote on actions 3) Guess trivia for prizes 4) Highlight key milestones/moments
- You may have heard Darren / Raf / or I talk about this. Find the sweet spot which is
- - tech breaking provides opportunity - real viral on Facebook, you know within the first minute - social participation >>> real life action - good payoff