Ck sxsw ideas_alive final

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Obstacles that hinder a social campaign

Experienced Marketers#IdeasAliveHello,FOR INTERNAL USE ONLY. Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation are the sole property of Cramer-Krasselt and shall not be used without the express written authorization of Cramer-Krasselt. 2015 Cramer-Krasselt

This is a workshop about the death of ideas and how to avoid it.2#IdeasAliveKPIs for this workshop% Confidence gained to pursue new ideas# of future ideas saved# of conversations between former strangers3

Hi, Im Christian.4#IdeasAlive

Hi, Im Nick.5

Ideas feel great. They arent easy, but theyre immediate.6

Like anything immediate, however, the feeling is challenged and the passion fades.7

Today well work together to build our defenses against inevitable challenges, and keep the passion alive.8Meet your teamIntroduce the checklistSolve the problemPresent & defend9#IdeasAliveAgenda

Rule 1: Trust Your Team10

Have you thought about?11the business?12#IdeasAlive

How does this align with our goals & marketing strategy? 13

Is this on brand?14

Is the audience in alignment with our target?15

Are we leveraging a real insight?16

How will we measure the return?17

How can we test it to mitigate risk?18how people will find out about it?19#IdeasAlive

Where in your targets life will this idea resonate?20While Sea-Doo typically advertised in boating and outdoors content, he was more tuned into lifestyle, sports and entertainment. 20

Is there an event / media outlet / etc. that offers an intersection with that point of resonance?21We discovered he was highly receptive to out of home media (56%) and social media (88%), and also primarily relied on word of mouth and third-party endorsements to make purchase decisions.6 Sea-Doo tended to tiptoe around all of these spaces.

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Is it available? Is it remotely affordable?22

Can we produce enough intrigue to get people to look?23Knowing the target is active in social media, enlisted a group of social influencers to start telling the story that the Spark is a dream worth realizing. To make content accessible across all social media channels and maximize our reach, we selected influencers across various social platforms, including Facebook, Twitter, Instagram, YouTube and Vine, as well as bloggers. Our final list included YouTube filmmaker Devin Super Tramp, Red Bull KTM Athlete Aaron Colton, Vine star BatDad and bloggers The Gear Junkie, Mocha Dad and Single Dad Laughing. Additionally, because we knew our target was heavily active on Instagram, we also worked with two of the most prominent Instagram photographersDirk Dallas and Jay Zombie 23

How long will paid support be required? Can it live afterward? Should it?24

How will you test and optimize as the idea progresses?25how it will work?26#IdeasAlive

Does your concept work in the place it will actually encounter humans? (In mobile, rich media, etc.)27

Have you made functional, timing, or cost decisions without involving a tech person?28

Have you fallen in love with a concept your tech lead hasnt seen (or doesnt like) ?29

Are you going to build this in house? If so does your team have the required skill set?30

Will you have to work with a corporate IT department? Do they have the capacity?31how the internet will use / talk about / ruin your idea?32#IdeasAliveWhat social behaviors are most likely to align with your idea?33Dont think about a platform yet, think about what you want them to do first.33

What social platforms are right for your idea (not the other way around)?34Knowing the target is active in social media, enlisted a group of social influencers to start telling the story that the Spark is a dream worth realizing. We hand selected nine influencers who depicted the colorful, playful and youthful attributes we wanted to portray with the Spark and had audiences comprised of our target. To make content accessible across all social media channels and maximize our reach, we selected influencers across various social platforms, including Facebook, Twitter, Instagram, YouTube and Vine, as well as bloggers. Our final list included YouTube filmmaker Devin Super Tramp, Red Bull KTM Athlete Aaron Colton, Vine star BatDad and bloggers The Gear Junkie, Mocha Dad and Single Dad Laughing. Additionally, because we knew our target was heavily active on Instagram, we also worked with two of the most prominent Instagram photographersDirk Dallas and Jay Zombie.

To launch the Spark in style, Sea-Doo threw a huge party called Spark Some Fun Miami with deadmau5 and held it the world-famous Fontainebleau Miami Beach. Miami is a vibrant city, pulsating with a water-centric lifestyle that provided us with the perfect stage to make a spectacle. In the weeks leading up to the event, we created buzz on the streets of Miami. We partnered with popular street artists who created Spark-inspired murals. We hired pro riders to wear custom deadmau5 heads while riding Sea-Doo Sparks through Miamis waterways. We also built a massive sandcastle shaped as the deadmau5 head and plotted it around busy beaches in Miami. We wrapped Fiat 500s with Sparks in tow, and guerilla street teams roamed the city, giving out concert posters, T-shirts and product information while conveying the simplicity of owning the Sea-Doo Spark.

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What are your (trackable) social objectives? The fewer the better35

Whats happening in the world today that might impact perceptions of your idea?36

Do you have budget to amplify social impact?37

What will you do with user generated content? What if no one generates any? 38

Who will manage it? For how long?39Thats a big list, and sometimes you need to come up with answers quickly.40#IdeasAlivelike in the next 30 minutes.41#IdeasAliveSuggested work planMinutes 1-10: Come up with an acceptable idea

Minutes 11-25: Spend a few minutes developing one or two points for each of the four main areas

Minutes 26-30:Tell jokes, make friends, and fight over who will present42Suggested presentation planMinute 0-1:Explain your great idea

Minutes 1-4.9:Explain why its good for the business, where people will find it, how it will work, and what people will say about it. Easy right?

Minutes 4.9-5:Bow and accept our collective awe at a flawless presentation43Solve the problem!44#IdeasAliveTIMES UP! Lets Share45#IdeasAliveThanks46#IdeasAliveDont forget to take the survey on your app or on the site!

47#IdeasAlive