powering the conversation forging connections sara devine, mindshare chris victor, mindshare rita...
TRANSCRIPT
Powering the conversationForging
connections
Sara Devine, MindshareChris Victor, Mindshare
Rita Arens, BlogHer
Sprint case study: The Family Connections Program
Sprint: Creating Connections with Women
• Why “Family Connections”?
• To create relationships with women
• To be top of a woman’s mind when family plans are considered
• To show the product in use by the most demanding consumers
• Why BlogHer?
• To reach tech-savvy women who are purchasers themselves
• To reach influential women who impact other women’s purchases
• To create programs that were trackable and measurable
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Sprint case study: The Family Connections Program
Mindshare: Making the Match
• Emphasized:
• Demographic quality of audience: Reach, income, tech-savvy-ness
• Conversational nature of community: Ability to create authentic, organic content in the customer’s actual voice
• Innovation: Opportunity to co-create new ways of aggregating, displaying and featuring those customer voices
• Measurement: Tracking was imperative to justify trying a new kind of sponsorship approach in the social media space
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Sprint case study: The Family Connections Program
What did the program look like?
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• Dynamic dialogue with moms about how their families use technology to stay connected
• BlogHer Ambassadors led The Family Connections Group, a discussion forum with new issues discussed daily
• Seasonal Sponsored Conversations promoted awareness of phone launches, new plan launches and other corporate initiatives
“Momspotting”Live Daily Coverage
Seasonal Sponsored
Conversations
Family ConnectionsCommunity
• Sprint devices used to report anywhere, anytime
• Find the 21 “Momspotters” reporting daily via a co-developed digital map
• “Momspotters” spurred ongoing dialog with community
Sprint case study: The Family Connections Program
Family Connections Community
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• Led by ambassadors the community became an active forum for topical discussions about parenting in the digital age while featuring Sprint offers and blogger product reviews.
• Most popular topics were:
• Kids and social media - Facebook, baby Facebook
• Kids and mobile media - texting, sexting
• Television/movies - what's appropriate, how much
• The BlogHer audience spent on average 4 minutes per visit to the Community.
• 430 new discussions were introduced each resulting in community conversations.
• A very strong lift in purchase intent was reported by people who visited the community.
Sprint case study: The Family Connections Program
Sponsored Conversations, Stories and Product Reviews
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Discussion: What Gives You Peace of Mind?
Product Review: Bloggers reviewed the latest Sprint devices
“I’m able to sync my husband and my personal calendars and set up reminders for the event at the interval I choose…Navigational turn by turn directions and maps. (Lifesaver!)” —Make Quads Happy
• 18% of reader posted a
comment themselves!
• 200+ related blog posts
• 285+ related tweets
• 22% of reader posted a comment themselves!
• 60+ related blog posts
• 130+ related tweets
• The BlogHer community reported a strong increase in likelihood to visit a Sprint store or website for information
Sprint case study: The Family Connections Program
BlogHer: What Resonated with Community
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• Recognizable and diverse leaders in the community chosen as group leaders and “Momspotters”
• 2o “Momspotters” were given Sprint devices to tweet their daily experiences.
• Monitoring tweets, texts, comments to bubble up most top-of-mind topics
• Seeding and cross-posting discussions across relevant topic areas
• Piquing further interest with valuable offers and reviews from bloggers
• Raising the level of conversation about technology, acknowledging the community baseline competence
Sprint case study: The Family Connections Program
MomSpotting Results
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Sprint branding and device
included in each tweet
• Momspotting Tweets: 3,558
• Followers: 43,847
• Avg. audience views:7,428,934*
* 43,847 followers/21 momspotters = 2,088 avg. followers*3,558 tweets=7,428,934 views
Sprint case study: The Family Connections Program
Blogger Testimonial
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Blogger “Life In Chicago” created a video for the Sprint Overdrive
Sprint case study: The Family Connections Program
Overall Campaign Results
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The Sprint campaign across the BlogHer publishing group successfully increased brand perceptions resulting in over 250% lift across key metrics.
*METHODOLOGY: Control-exposed methodology was used with visitors exposed to the campaign launch comprising the exposed group. The control and exposed groups were collected concurrently.