The Epic Journey Email To Social Network
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Transcript of The Epic Journey Email To Social Network
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Hot Creative: Get the Basics for Winning Campaigns in Today’s Multi-Channel World
DM Club of NYeROI
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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 persons2. to secure for aid, employment, use, etc.; hire3. to attract and hold fast: The novel engaged her attention4. to attract or please: His good nature engages everyone.
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The Epic Journey: Email to Social Network
In 3 Acts…
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Act 1: The Foundation
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Scene 1:
• You need a hero (killer product)
• You need an audience
• Be relevant
• Don’t fear the unknown
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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?
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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?
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Act 2: The build up is half the fun
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Wacom
Scene 1: Power of the Pens
• Targeted and Acute
• Relevant and Measurable
• Goals:
- Grow the list
- Spread the word
- Test the waters
- Learn
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Over a 14 day campaign:
61,000 World wide visitors2,000 user generated images uploaded
150 comments were leftadded more than 2,000 new subscribers
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Scene 2: Pen Scrappers
• Even more targeted
• Relevant and Measurable
• Goals:
- Grow the list
- Spread the word
- Establish new market
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December 1, 2008 - Feb 3, 2009
24,427 visitors251 Entries
588 Total Comments71 Twitter Followers532 Twitter updates
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Act 3: It takes a village
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Scene 1:
• Share tools and features
• Share work and feedback
• Develop brand evangelists
• Nurture the Influencer
- DM Campaign - USB
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“This project would bring togetherartists from across the globeto form a community.”
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“A community of professional creatives,fostering critique, collaborationand sharing between peers.”
“Peers united by their love for the
pen, creative expression,
and their crafts.”
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Scene 2:
• Manage the community
• Maintain engagement
• Nurture/Learn