8/13/2019 RBC Career Launch Q&A 1 - Post-mortem - KR Draft

http://slidepdf.com/reader/full/rbc-career-launch-qa-1-post-mortem-kr-draft 1/9

RBC Career Launch

#1

Post-mortem• Goals

• Planning

• Training

• Promotion

• Execution• Call to action

• Features

Prepared by: Kate Robertson, Client

Manager

8/13/2019 RBC Career Launch Q&A 1 - Post-mortem - KR Draft

http://slidepdf.com/reader/full/rbc-career-launch-qa-1-post-mortem-kr-draft 2/9

8/13/2019 RBC Career Launch Q&A 1 - Post-mortem - KR Draft

http://slidepdf.com/reader/full/rbc-career-launch-qa-1-post-mortem-kr-draft 3/9

Recommendations for goals for Q&A 2(continued from p

How can we combine ScribbleLive, Weber Shandwick and RBC data to

• Scribble collects data on the Q&A itself• From a PR perspective, how is Weber measuring brand perception befo

after the initiative as a whole, and each Q&A?

• For Q&A #1, can RBC look at uptake of applications after the Q&A, qua

applications, etc.

• Will Q&A #2 have the same goal? Specific goals with measurable ways

success will help us truly understand the value of each real-time initiativ

Additional considerations for RBC 

• Compare engagement on Scribble content vs. other areas of the site

•  Analyze @RBC4Students follower count, look at user navigation after o

Q&A

Real-time content for a real-time world

8/13/2019 RBC Career Launch Q&A 1 - Post-mortem - KR Draft

http://slidepdf.com/reader/full/rbc-career-launch-qa-1-post-mortem-kr-draft 4/9

Q&A 1 content planning: Social response matrix, infoby

editorial calendar the event approved by RBC

Recommendations for Q&A #2

• Create a strategic storyline based on the matrix: what key messaging doto get across, what questions do you want published?

• Remember that you only have to answer questions you’re prepared for

answer

•  A storyline will also add a narrative flow for readers and help experts kn

of questions are coming next

Real-time content for a real-time world

8/13/2019 RBC Career Launch Q&A 1 - Post-mortem - KR Draft

http://slidepdf.com/reader/full/rbc-career-launch-qa-1-post-mortem-kr-draft 5/9

Q&A #1 Training: one formal in-person session with RBC

Weber, two informal sessions with Weber to prep conten

practice run-thruRecommendations for Q&A #2

• New users to take Basic Training with our training team• Those familiar with the platform should take the Live Chats and

ScribbleU course

• If time permits, dig deeper into our Q&A best practices resource

Real-time content for a real-time world

8/13/2019 RBC Career Launch Q&A 1 - Post-mortem - KR Draft

http://slidepdf.com/reader/full/rbc-career-launch-qa-1-post-mortem-kr-draft 6/9

Promotion for Q&A #1: Link from RBC Career Launch ho

tweets and press release, (anything else?)

Recommendations for Q&A #2

• Promote via your social channels and partner/experts’ networksduring and after the event

• Plug your Q&As in media coverage if possible

• Include them in future press releases 

• Possible to link from RBC.com/canada?

• If time/resources permit, dig deeper into promotion best practice

Real-time content for a real-time world

8/13/2019 RBC Career Launch Q&A 1 - Post-mortem - KR Draft

http://slidepdf.com/reader/full/rbc-career-launch-qa-1-post-mortem-kr-draft 7/9

Execution/workflow for Q&A #1

• Chandra Robinson (Weber Shandwick) - representative of the RBC Car

• Brad Buset - (Weber Shandwick) - @RBC4Students Twitter handle

• Kate Robertson (ScribbleLive) - moderator• Providing additional support and input: Three members of Weber Shand

five from RBC, one from ScribbleLive

Recommendations for Q&A #2

•  All team members should play a well-defined role to avoid confusion

• Could address more questions with a faster response rate those closcontent and messaging should moderate and respond to questions

Real-time content for a real-time world

8/13/2019 RBC Career Launch Q&A 1 - Post-mortem - KR Draft

http://slidepdf.com/reader/full/rbc-career-launch-qa-1-post-mortem-kr-draft 8/9

Q&A #1 Call to Action: Description text outlining forthcoming Q

plus the below sticky post:

Result: Confusion over

how to comment

Recommendations for Q

• Clearer CTA, eg. “Clic

Now button to log in aquestion through the m

queue. We’ll get to as

as we can!” 

Real-time content for a real-time world

8/13/2019 RBC Career Launch Q&A 1 - Post-mortem - KR Draft

http://slidepdf.com/reader/full/rbc-career-launch-qa-1-post-mortem-kr-draft 9/9

Additional technical requirements and options

Brightworks

• Please add Powered by ScribbleLive to the live content page

• Is it possible to create a way to make unpublished events? Would impro

ScribbleLive

•  Add Q&A to Facebook fan page, consider the Scribble Market 

• Email notification system - any restrictions on using it? Can collect ema

for future outreach, and remind people to attend• Discussions - these threaded conversations can break off of single piec

which allows for one more way to engage

• Polls are another great engagement tool, and will be useful as we move

itself

• Likes  – another engagement tool and community-builder

Real-time content for a real-time world