amtrak: all aboard the storytelling express: amtrak’s approach to engaging content, presented by...

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Amtrak Alexandra KoganAll aboard the storytelling express: Amtrak’s approach to engaging content

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SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 37Chicago10-28-2015

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ALL ABOARD THE STORYTELLING EXPRESS:

AMTRAK’S APPROACH TO ENGAGING CONTENT

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INFLUENCER PARTNERSHIPS: AMY MERRICK

• Instagram influencer with engaged audience of 100k+

• Train lover!

• Representative of a millennial looking for experiential travel and self discovery

• Experience working with brands but maintained authentic, original voice

• Personalized the brand for and paved the way for replicative experiences

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AMY MERRICK

TAKEAWAYS

• Small partnerships can have a big impact

• One curated influencer can do more than 10 generic ones

• Showcasing your product in a different light can generate new interest in old things

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INFLUENCER PARTNERSHIPS: WARREN G

TAKEAWAYS

• Don’t be afraid to go a little left of your brand

• Blog and Spotify: Align platforms with your influencers and their wheelhouse

• Driving traffic from Twitter to the blog with exclusivity

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KEY TAKEAWAYS

• Align with an influencer predisposed to your product, service or industry

• Encourage transparency and candidness

• Agree on contracts and social reciprocity before launch

• Link your influencers’ experience with how your customers can replicate it

• Guide your influencer towards highlighting your key value propositions

• Set benchmarks with ROI, engagements, impressions, etc.

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INFLUENCER PARTNERSHIPS: PASSION PASSPORT

• Unique group of millennial travelers with artistic skill sets

• Engaged with one another in building community

• Interested in transportation advocacy

• High social following among a number of platforms

• Integrated on-board experiences with off-board experiences

• Showcased Amtrak as an incubator for thought leadership and one-on-one/group bonding experiences

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INFLUENCER PARTNERSHIPS: PASSION PASSPORT

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INFLUENCER PARTNERSHIPS: PASSION PASSPORT

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INFLUENCER PARTNERSHIPS: PASSION PASSPORT

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INFLUENCER PARTNERSHIPS: PASSION PASSPORT

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INFLUENCER: PASSION PASSPORT RESULTS

RESULTS:

• 1.5M engagements

• 75M impressions

• Thousands of images

• Word of mouth promotion

TAKEAWAYS

• Agree on contract specifics;

don’t anticipate influencers will

understand red tape of major brands

• Pick influencers that align with your brand

• Don’t underestimate the time to curate

an experience: leverage internal and agency resources

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AMTRAK RESIDENCY

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AMTRAK RESIDENCY: HOW IT ALL BEGAN

“I wish Amtrak had

residencies for writers.” Alexander Chee

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AMTRAK RESIDENCY: A HIGH RISK WITH A HIGH REWARD

“Train time is found time.” Bill Wilingham, Amtrak Residency Writer

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AMTRAK RESIDENCY: RESULTS

RESULTS

• 16,000+ entries

• Impressions by residents: 10,000,000

• Total impressions: 100,000 of millions

• Earned media value: $25M

TAKEAWAYS

• Encourage transparency and have the

organizational tolerance for risk-taking

• Turn participants into brand ambassadors

• Facilitate the cycle between social and

traditional media

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KEY TAKEAWAYS

• Social listening and your customers can be your best source of ‘trainspiration’

• Anticipate criticism and plan accordingly

• Use exposure to highlight other initiatives or start a conversation

• Turn participants into brand ambassadors

• Partner with other relevant brands for a halo effect (Random House)

• Maximize initiative’s content across platforms

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QUESTIONS?

Julia Quinn, Director of Public Relations:

@juliaquinn

Alicia Lee, Senior Communications

Specialist: @missanlee

Alex Kogan, Senior Communications

Specialist: @alexkogs

Learn more about past and upcoming Member Meetingssocialmedia.org/meetings

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 37Chicago10-28-2015