meiea dove awards mtsu cyber pr case study

The 2012 Dove Awards Cyber PR® Marketing Plan

by the Advanced Cyber PR® Class

The 2012 Dove Awards Cyber PR® Marketing Plan

by the Advanced Cyber PR® Class

Charlie B. Dahan

Charlie B. Dahan

77

A process where:

Social Media (w/ engaged behavior),

P.R. (outreach & some processes)

Analytics

Direct to Fan and

Online Marketing intersect.

First RIM 4130 - Cyber PR in the Entertainment Industry class offered in Fall 2011

Spring 2012 - 2 RIM 4130s and one Advanced section, RIM 4230, offered

#CyberPRMTSU

First RIM 4130 - Cyber PR in the Entertainment Industry class offered in Fall 2011

Spring 2012 - 2 RIM 4130s and one Advanced section, RIM 4230, offered

#CyberPRMTSU

First 5 weeks - “Boot Camp” & group projects (Facebook, Twitter, Pitch, Demos)

Next 4 weeks - Cyber PR analysis, analytics, marketing theories & case studies. Guest speakers (Ariel Hyatt, Ian Rogers, Jay Frank, Cassie Petrey, Bobby Owsinski)

Final 6 weeks - group project promoting artist.

First 5 weeks - “Boot Camp” & group projects (Facebook, Twitter, Pitch, Demos)

Next 4 weeks - Cyber PR analysis, analytics, marketing theories & case studies. Guest speakers (Ariel Hyatt, Ian Rogers, Jay Frank, Cassie Petrey, Bobby Owsinski)

Final 6 weeks - group project promoting artist.

GAP

Why The Dove Awards?Why The Dove Awards?Emphasize skills that are transferrable to different industries

Offers multiple talking points

The Dove Awards provide the students the opportunity to work on / with:

brand management

brand development

not for profit / charity

music

live event

TV Show

Emphasize skills that are transferrable to different industries

Offers multiple talking points

The Dove Awards provide the students the opportunity to work on / with:

brand management

brand development

not for profit / charity

music

live event

TV Show

Our Partners / Sponsors & Mentors

Our Partners / Sponsors & Mentors

Tools Used:Tools Used:

Alicia Adams (CPRC)

Rachel Cunningham (CPRC)

Andrew Ferguson (CPRC)

Jared French (CPRC)

Spencer Green

Julia Grimoldi

Cynthia Parkhurst

Dylan Phillips (CPRC)

Cory Smith (CPRC)

Ashton Streifert (CPRC)

Garret Thomson (CPRC)

Angela Walton

Alicia Adams (CPRC)

Rachel Cunningham (CPRC)

Andrew Ferguson (CPRC)

Jared French (CPRC)

Spencer Green

Julia Grimoldi

Cynthia Parkhurst

Dylan Phillips (CPRC)

Cory Smith (CPRC)

Ashton Streifert (CPRC)

Garret Thomson (CPRC)

Angela Walton

The Cyber PR The Cyber PR KreweKrewe

Our First Our First ClassClass

The ultimate goals: initiate / stimulate dialogue and create content.

Links to video of meeting with Jackie Patillo: Part 1 - bit.ly/K8mAQw Part 2 - bit.ly/K8mSqB

The ultimate goals: initiate / stimulate dialogue and create content.

Links to video of meeting with Jackie Patillo: Part 1 - bit.ly/K8mAQw Part 2 - bit.ly/K8mSqB

Social Media (SM)

PR (PR) Content Creation (CC)

Alicia AdamsRachel

Cunningham

Andrew Ferguson

Jared French

Spencer Green

Julia Grimoldi

Cynthia Parkhurst

Dylan Phillips

Cory Smith

Ashton Streifert

Garret Thomson

Angela Walton

Social Media TeamSocial Media TeamSocial Media / Direct to Fan (SM)

Creation, promotion & Maintenance of Facebook, Twitter & YouTube pages

Create & maintain “Email for Media” campaign (Topspin)

Identify other possible social media outlets & create campaigns for them

Create engagement contests

Identify & engage with appropriate groups, festivals, etc (coordinate with PR)

Live blogging at events

Analytics of campaigns using Next Big Sound, Topspin, etc.

Social Media / Direct to Fan (SM)

Creation, promotion & Maintenance of Facebook, Twitter & YouTube pages

Create & maintain “Email for Media” campaign (Topspin)

Identify other possible social media outlets & create campaigns for them

Create engagement contests

Identify & engage with appropriate groups, festivals, etc (coordinate with PR)

Live blogging at events

Analytics of campaigns using Next Big Sound, Topspin, etc.

PR / Website TeamPR / Website TeamCreation, editing & submitting for approval of Press

Releases

Identification of appropriate blogs, podcasts & videocasts

Identify & engage with appropriate groups, festivals, etc (coordinate with SM)

Create contests & incentives for the above

Creating & promoting channels / playlists at Spotify, Rdio, MOG

Create streaming media widgets for website, social media pages, etc (via Topspin)

Identify changes needed to DA & GMA website - suggest & oversee their implementation

Wikipedia pages, RSS, Tumblr

Analytics of campaigns using Next Big Sound, Topspin, etc.

Creation, editing & submitting for approval of Press Releases

Identification of appropriate blogs, podcasts & videocasts

Identify & engage with appropriate groups, festivals, etc (coordinate with SM)

Create contests & incentives for the above

Creating & promoting channels / playlists at Spotify, Rdio, MOG

Create streaming media widgets for website, social media pages, etc (via Topspin)

Identify changes needed to DA & GMA website - suggest & oversee their implementation

Wikipedia pages, RSS, Tumblr

Analytics of campaigns using Next Big Sound, Topspin, etc.

Content Creation Team

Content Creation Team

Curate & identify content for promotional use from GMA, artists, labels,etc

Identify & aggregate appropriate ‘published’ content for YouTube channel, etc (coordinate with SM group)

Create new content for YouTube channel, etc.

Streaming events

Coordinate, create and send email newsletters (via Topspin)

Analytics of campaigns using Next Big Sound, Topspin, etc.

Create and coordinate content creation contests.

Flickr, Instagram, etc.

Curate & identify content for promotional use from GMA, artists, labels,etc

Identify & aggregate appropriate ‘published’ content for YouTube channel, etc (coordinate with SM group)

Create new content for YouTube channel, etc.

Streaming events

Coordinate, create and send email newsletters (via Topspin)

Analytics of campaigns using Next Big Sound, Topspin, etc.

Create and coordinate content creation contests.

Flickr, Instagram, etc.

AnalyticsAnalyticsColin Willis from Next Big

Sound

Part 1 - bit.ly/wlVuynPart 2 - bit.ly/yKFRRbPart 3 - bit.ly/wQUhhZ

Colin Willis from Next Big Sound

Part 1 - bit.ly/wlVuynPart 2 - bit.ly/yKFRRbPart 3 - bit.ly/wQUhhZ

Social Media Team

Social Media Team

To increase and engage the online Christian music community through promotion of the 2012 GMA Dove Awards & future Dove Awards.

To centralize and build the Dove Awards’ brand on social media by increasing and engaging the Christian music community.

To establish an online community and engage those interested in Christian music in order to promote current and future Dove Awards.

To increase and engage the online Christian music community through promotion of the 2012 GMA Dove Awards & future Dove Awards.

To centralize and build the Dove Awards’ brand on social media by increasing and engaging the Christian music community.

To establish an online community and engage those interested in Christian music in order to promote current and future Dove Awards.

>>>>>>

ContentContent

RTs, @ replies, #MM & #FF

Daily Themes (above), Bible verses & inspirational quotes on photos

#ToTheDoves & other #hashtags & keywords

...And Appropriate format for FB, YT, etc

RTs, @ replies, #MM & #FF

Daily Themes (above), Bible verses & inspirational quotes on photos

#ToTheDoves & other #hashtags & keywords

...And Appropriate format for FB, YT, etc

PR Team PR Team Website: Email For Media widget for newsletters through Topspin, link to all Dove Awards media and social media outlets, suggest some user-friendly changes for websites.

Wikipedia: Update official Dove Awards page with a comprehensive list of awards and winners and remove negative sections that could harm their reputation.

Streaming Media: Topspin streaming player of 2 free tracks. Generate a working Spotify playlist with all nominees represented, in addition to replicating the playlist on streaming sites like MOG and Rdio.

Blogs/PR: Pitch to blogs and podcasts , i.e. Christian, gospel, praise and Atlanta-based media.

Create contests for fans & blogs.

Website: Email For Media widget for newsletters through Topspin, link to all Dove Awards media and social media outlets, suggest some user-friendly changes for websites.

Wikipedia: Update official Dove Awards page with a comprehensive list of awards and winners and remove negative sections that could harm their reputation.

Streaming Media: Topspin streaming player of 2 free tracks. Generate a working Spotify playlist with all nominees represented, in addition to replicating the playlist on streaming sites like MOG and Rdio.

Blogs/PR: Pitch to blogs and podcasts , i.e. Christian, gospel, praise and Atlanta-based media.

Create contests for fans & blogs.

Email for Media Widget

Email for Media Widget

Placed the sharable widget on website and social media

properties

Tracks donated by Brian Free & Assurance “Never Walk Alone” &

Shonlock “Hello”

Placed the sharable widget on website and social media

properties

Tracks donated by Brian Free & Assurance “Never Walk Alone” &

Shonlock “Hello”

Contests

Contests

Hear It FirstWooboxTwitter

Facebook

Hear It FirstWooboxTwitter

Facebook

Content CreationContent CreationDocumentation & Live Blogging: Film & take pictures of Dove events. Interview artists, presenters, etc.

Create Content: Cull video, photos & other media from Dove Awards archives for use by SM & PR teams. Edit content using Final Cut X & Apple’s Compressor for YouTube use.

Content Aggregation: Gather video and photos from various sources (YouTube, Flickr, Vimeo, etc) to YouTube channel, etc.

Newsletters / Email list: design, send & measure numerous consumer emails

Analytics Gurus

Documentation & Live Blogging: Film & take pictures of Dove events. Interview artists, presenters, etc.

Create Content: Cull video, photos & other media from Dove Awards archives for use by SM & PR teams. Edit content using Final Cut X & Apple’s Compressor for YouTube use.

Content Aggregation: Gather video and photos from various sources (YouTube, Flickr, Vimeo, etc) to YouTube channel, etc.

Newsletters / Email list: design, send & measure numerous consumer emails

Analytics Gurus

Some Results

& Observatio

ns

Some Results

& Observatio

ns

Initial Numbers:

- 0 (new page)

- 1960

- 0

- 0

- 0

- 0

Ending Numbers:

- 943

- 6028

- 41

- 17

- 173

- 465

Initial Numbers:

- 0 (new page)

- 1960

- 0

- 0

- 0

- 0

Ending Numbers:

- 943

- 6028

- 41

- 17

- 173

- 465

Nom

inations (+300)

Award Show (+900)

Air on G

MC (+

200)

1st E

mail

Blast

(+100)

Engagement

12% of our tweets caused an @reply

54% of our tweets were RT’ed

Each RT was RT’ed avg. of 5x

Engagement

12% of our tweets caused an @reply

54% of our tweets were RT’ed

Each RT was RT’ed avg. of 5x

Nom

inatio

ns (+

40)

1st Em

ail B

last

/ Co

ntes

t

(+12

0)

Awards (+

55)

PAGE PAGE LIKESLIKES

YouTube Activity = More Followers & EngagementYouTube Activity = More Followers & Engagement

Overall Overall EngagementEngagement

Facebook AdsFacebook AdsOur first Facebook Ads just stated the information about

the Dove Awards.

We found success associating The Dove Awards to liking something else or using a photo of a Christian artist at the Dove Awards.

Our first Facebook Ads just stated the information about the Dove Awards.

We found success associating The Dove Awards to liking something else or using a photo of a Christian artist at the Dove Awards.

From 0 to 465 in 60 Days

From 0 to 465 in 60 Days

EmailsEmails90% open rate

25% click thru / email sent rate

CTR primarily to Social Media properties CTAs

>1% unsubscribe rate

90% open rate

25% click thru / email sent rate

CTR primarily to Social Media properties CTAs

>1% unsubscribe rate

You Haven’t Lived as a Teacher Until...

You Haven’t Lived as a Teacher Until...

You’ve Seen You Students Dressed Like This!

You’ve Seen You Students Dressed Like This!

bit.ly/DoveAwardsCaseStudy2012bit.ly/DoveAwardsCaseStudy2012

Any Questions, Comments, Any Questions, Comments, Clarifications or Clarifications or

Ambiguities?Ambiguities?@indielabelnew@indielabelnew

sscdahan@mtsu.cdahan@mtsu.

eduedu