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IAB Social Media conference25th February 2009

Katie Streten Head of Strategy,Imagination/ Digital

Simple social media marketing : Promoting Creative Spaces

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— Head of Strategy at Imagination/ Digital

— Working in online environments since 1995 - Channel 4, Science Museum, Thomson Publishing

— Key projects – FourDocs proto social network, Where are the Joneses? social media collaborative comedy

— Member of the IAB (Internet Advertising Bureau) Social Media Council

What am I going to talk about?

Case study with tips

A bit about me

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What is Creative Spaces?

A unique community that gives access to an unparalleled creative resource.

Launched in 2009.

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Social network

Inspirational videos

Content rich

Unique

Brand appropriate

9 clients, differingneeds

What is Creative Spaces?

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What was the brief from the NMOLP?

Launch this innovative new online community for creative/inspired people –through developing genuine, long-lasting relationships.

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IAB framework

I – intent

A – awareness, appreciation, action, advocacy

B - benchmark

How do you approach this kind of project?

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Intent

What do you actually want to achieve?

Build awareness for a one-off event or series, generate buzz around your stars, get the attention of your target market, encourage participation, promote your production company, do some research, divert a PR crisis, get the attention of commissioning editors, create an ongoing community of fans

How do you approach this kind of project?

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Our intent

Kick-start a small, authentic group of 45 super-users who will become Creative Spaces advocates

Devising our strategy

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The 4 As

How do you approach this kind of project?

awareness

Awareness of your social media activity

appreciation

Awareness of your social media activity

action

Solicits a response or influences a decision behaviour

advocacy

Creates WOM or advocacy

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The 4 As and Creative Spaces

How do you approach this kind of project?

awareness

10%

appreciation

10%

action

50%

advocacy

30%

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How do you approach this kind of project?

— 5000 videos are uploaded to YouTube every day

— Of those 1% will reach 5000 views in 1 year

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Community growth takes time

InfancyLots of ideas, little action

AdolescenceBattle for survival

BreakthroughFocus, roles and rules

Constructive activityRespect and integri ty

MaturityAuthority and value

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Keen amateurs with a common interest

Community interest groups

Professional creatives

Collectors

Academics/Historians

Lifelong learners from 19 - 90

Who are the audience?

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Opinion, discussionConversationalRelationship

Short form – 140 charactersMass engagementLess asset sharing

Light touch social,group activation,

sharing

Social activity aroundvideo content

Sharing, friend focused youth audience self-expression

Businessnetworking, business

interest groups

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Devising our strategy

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What do the audience do in social spaces?

http://www.forrester.com/Groundswell/profile_tool.html

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But the key to all social media is that these are personal spaces

So what approach?

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“The Rules” of social media engagement

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“The Rules” of social media engagement

Listening, responding

Discussing, conversing

Long term and about both of us

Maintaining a relationship

Respectful

Good relationships

Not listening

Being dictatorial

Short term and all about me

Rushing in and then disappearing

Patronising

Bad relationships

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Which spaces were chosen?

Twitter

Blogs

FacebookTwitter

Questions, invitations, debates,groups, 24 – 45+

Statements, invites research,recruitment, light touchconversations

Longer conversations, personal,individuals and advocates opinionsand passions 21 – 90

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— Don’t reinvent the wheel

— Engaging with the existing groups, existing accounts

— Enable cultural partners without Facebook presence to kick start their engagement

Entering the conversation – Facebook

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Entering the conversation – Twitter

— Don’t reinvent the wheel

— Engaging with the existing groups, existing accounts

— Use the community for research –find bloggers, nodes of influence through searches and #tags and develop advocacy

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— Find appropriate blogs via other social media – Technorati, Delicious, Twitter, StumbleUpon, BlogPulse, socialmedialibrary.com

— Narrow down interest groups –identify nodes

— Approach with humility

— Tailor the email to their interests

— Be clear about your offer – beta testing

— Give time

Entering the conversation – Bloggers

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Benchmark

To measure success you need to know what you intended to achieve.

Benchmark against your competitorsBenchmark against previous projectsBenchmark against other channels

Sometimes you are your own benchmark!

You also need to define types of engagement that really matter

Measurement

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benchmarking

How do you approach this kind of project?

awareness

Unique visitorsImpressions, offline PR generated

appreciation

Number of subscribers, number of discussion threads,

videos viewed, active users

action

Joining your network, competition entries, business

enquiries

advocacy

Status updates, blog posts,business enquiries, participation

enquiries

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Measurement

Benchmark

action

Profiles createdGroups formedNotebooks createdLongevity of involvement

advocacy

Blog posts writtenTwitter updates

Link it to existing measures that work for your organisation.

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Creative Spaces Achievements

Targets25 bloggers to engage

45 engaged super-users

Results

— 161 blogs contacted

— 24 blog mentions

— 127 mentions on Twitter reaching at total of 38912 followers

— 252 followers on Twitter

— 109 Facebook members

— 187 notebooks

— 57 groups

— 484 people of which 400 engaged users and c.84 museum professionals (900% exceeding the target)

“I was just contacted by this new site, Creative Spaces, which is like a museum community, and it looks like it could be really fun… I think it’s very promising!”http://18thcenturyblog.com/2009/04/creative-spaces

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Social network or blog sites are visited by three quarters of global consumers who go online – that’s c. 7billion people

It’s not a question of whether social media is right for your idea.

It’s a question of which social media platforms are right for your programme and then employing the right approach for your brand in that medium.

Conclusion

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Thank you for listening

www.twitter.com/watusi

http://www.linkedin.com/in/katiestreten

Inoted.wordpress.com

Katie Streten

www.eyesponge.com

Images: With thanks to Flickr community, Fresh Networks, KWFortmeyer (estate agents)

http://vna.nmolp.org/creativespaces/