meiea dove awards mtsu cyber pr case study
DESCRIPTION
MEIEA Dove Awards MTSU Cyber PR Case Study by Charlie Dahan.TRANSCRIPT
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
Hear It FirstWooboxTwitter
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
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
[email protected]@mtsu.
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