case study - michael forever tribute

Crisis Management!Michael Forever Tribute!Case Study!

mycleveragency!!December 2011!

Full service social media agency that teams up with companies to build their brand equity by leveraging all forms of the social web to create conversations, increase word of mouth and build lasting relationships.!!!

Introduction

!   Michael Forever Tribute was a concert held in Cardiff UK on October 2011 to honour “The King of Pop”!

!   Multi-platinum artists such as Beyoncé, Gladys Knight and Christina Aguilera performed some of Michael Jackson’s biggest hits!

Reasoning!!   Social media channels had been miss-

managed by their previous PR company!!   Fans of the Facebook Page had been

ignored, insulted or their comments deleted!

Reasoning!

Objectives!!   Reverse negative sentiment!!   Increase post interactions!!   Build awareness!!   Drive ticket sales!

Approach

Facebook

Aesthetics

Fan-gate & Profile!

Fan-gate & Profile!

!   Bespoke tab that encouraged non Facebook fans to ‘Like’ the Page!

Community Management

Community Management Examples!

Community Management!!   Crafted various types of posts in order

to encourage engagement!!   Steered conversation!!   Responded to community questions

promptly!!   Q&A with event organisers!!   Live event updates!!

Results

Facebook -Sentiment

Sentiment!

Sentiment!

!   Reversed sentiment to at least 50% positive!

!   Positive sentiment peaked at 87.6% during the live show!

!   Negative sentiment dropped to 12.4%!!

Facebook - Post Comments

Post Comments!

Post Comments!

!   Started with a total of 350 fan comments and raised this to 1,337 comments!

!   Increase of 282%!

Facebook - Post Likes

Post Likes!

Post Likes!

!   Started with a total of 1,044 comment ‘Likes’ and increased this to 7,359!

!   Increased post ‘Likes’ by 604%!

Facebook - Post Shares

Post Shares!

Post Shares!

!   Started with one comment share and increased this to 379 shares!

Contact us…!Web – www.mycleveragency.com !Email – be@mycleveragency.com!

Tweet - @mycleveragency!Facebook - /mycleveragency!

Phone – 0208 123 0025!