SlideShare a Scribd company logo
Hot Creative: Get the Basics for
Winning Campaigns in Today’s Multi-
Channel World
DM Club of NY
eROI
Buzz Word:
                      Engage/Engagement
en⋅gage [en-geyj], -gaged, -gag⋅ing. – verb (used with object)

1.   to occupy the attention or efforts of (a person or persons
2.   to secure for aid, employment, use, etc.; hire
3.   to attract and hold fast: The novel engaged her attention
4.   to attract or please: His good nature engages everyone.
The Epic Journey: Email to Social Network




              In 3 Acts…
Act 1: The Foundation
Scene 1:
•   You need a hero (killer product)
•   You need an audience
•   Be relevant
•   Don’t fear the unknown
Scene 2:
•   The “New Media” – Email, SMS,
    Web 2.0, DM, Print, SEM, SEO,
    Outdoor…
•   Measure results and set
    expectations
•   Define the problem: What do we
    do with this info?
Scene 3:
•   How do we “engage”?
•   How do we share the other
    benefits of our product?
•   How do we feature our
    customers?
•   How do we expand the reach of
    our brand?
Act 2: The build up is half the fun
Scene 1: Power of the Pens
•   Targeted and Acute
•   Relevant and Measurable
•   Goals:
      - Grow the list
      - Spread the word
      - Test the waters
      - Learn




                              Wacom
Over a 14 day campaign:

      61,000 World wide visitors
2,000 user generated images uploaded
       150 comments were left
added more than 2,000 new subscribers
Scene 2: Pen Scrappers
•   Even more targeted
•   Relevant and Measurable
•   Goals:
      - Grow the list
      - Spread the word
      - Establish new market
December 1, 2008 - Feb 3, 2009

        24,427 visitors
          251 Entries
      588 Total Comments
      71 Twitter Followers
      532 Twitter updates
Act 3: It takes a village
Scene 1:
•   Share tools and features
•   Share work and feedback
•   Develop brand evangelists
•   Nurture the Influencer
    - DM Campaign - USB
“This project would bring together
artists from across the globe
to form a community.”
“A community of professional creatives,
                         fostering critique, collaboration
                         and sharing between peers.”




“Peers united by their
     love for the
    pen, creative
    expression,
  and their crafts.”
Scene 2:
•   Manage the community
•   Maintain engagement
•   Nurture/Learn
Thank you
Chris Masagatani
chris@eroi.com
@masagatani
503.347.6508

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The Epic Journey Email To Social Network

  • 1. Hot Creative: Get the Basics for Winning Campaigns in Today’s Multi- Channel World DM Club of NY eROI
  • 2. Buzz Word: Engage/Engagement en⋅gage [en-geyj], -gaged, -gag⋅ing. – verb (used with object) 1. to occupy the attention or efforts of (a person or persons 2. to secure for aid, employment, use, etc.; hire 3. to attract and hold fast: The novel engaged her attention 4. to attract or please: His good nature engages everyone.
  • 3. The Epic Journey: Email to Social Network In 3 Acts…
  • 4. Act 1: The Foundation
  • 5. Scene 1: • You need a hero (killer product) • You need an audience • Be relevant • Don’t fear the unknown
  • 6. Scene 2: • The “New Media” – Email, SMS, Web 2.0, DM, Print, SEM, SEO, Outdoor… • Measure results and set expectations • Define the problem: What do we do with this info?
  • 7. Scene 3: • How do we “engage”? • How do we share the other benefits of our product? • How do we feature our customers? • How do we expand the reach of our brand?
  • 8. Act 2: The build up is half the fun
  • 9. Scene 1: Power of the Pens • Targeted and Acute • Relevant and Measurable • Goals: - Grow the list - Spread the word - Test the waters - Learn Wacom
  • 10.
  • 11.
  • 12. Over a 14 day campaign: 61,000 World wide visitors 2,000 user generated images uploaded 150 comments were left added more than 2,000 new subscribers
  • 13. Scene 2: Pen Scrappers • Even more targeted • Relevant and Measurable • Goals: - Grow the list - Spread the word - Establish new market
  • 14.
  • 15. December 1, 2008 - Feb 3, 2009 24,427 visitors 251 Entries 588 Total Comments 71 Twitter Followers 532 Twitter updates
  • 16. Act 3: It takes a village
  • 17. Scene 1: • Share tools and features • Share work and feedback • Develop brand evangelists • Nurture the Influencer - DM Campaign - USB
  • 18. “This project would bring together artists from across the globe to form a community.”
  • 19. “A community of professional creatives, fostering critique, collaboration and sharing between peers.” “Peers united by their love for the pen, creative expression, and their crafts.”
  • 20. Scene 2: • Manage the community • Maintain engagement • Nurture/Learn