the epic journey email to social network
DESCRIPTION
The following deck was my speech given to the Direct Marketing Club of NY. Here was the description: Three pros show you what's working and how to achieve creative success in 2009. You'll get an overview of social media and creative trends, hear about top performing emails, banner ads and landing pages, learn how to manage the creative process for maximum success, and much more.TRANSCRIPT
Hot Creative: Get the Basics for Winning Campaigns in Today’s Multi-Channel World
DM Club of NYeROI
Buzz Word: Engage/Engagement
en⋅gage [en-geyj], -gaged, -gag⋅ing. – verb (used with object)
1. to occupy the attention or efforts of (a person or persons2. to secure for aid, employment, use, etc.; hire3. to attract and hold fast: The novel engaged her attention4. to attract or please: His good nature engages everyone.
The Epic Journey: Email to Social Network
In 3 Acts…
Act 1: The Foundation
Scene 1:
• You need a hero (killer product)
• You need an audience
• Be relevant
• Don’t fear the unknown
Scene 2:
• The “New Media” – Email, SMS, Web 2.0, DM, Print, SEM, SEO, Outdoor…
• Measure results and set expectations
• Define the problem: What do we do with this info?
Scene 3:
• How do we “engage”?
• How do we share the other benefits of our product?
• How do we feature our customers?
• How do we expand the reach of our brand?
Act 2: The build up is half the fun
Wacom
Scene 1: Power of the Pens
• Targeted and Acute
• Relevant and Measurable
• Goals:
- Grow the list
- Spread the word
- Test the waters
- Learn
Over a 14 day campaign:
61,000 World wide visitors2,000 user generated images uploaded
150 comments were leftadded more than 2,000 new subscribers
Scene 2: Pen Scrappers
• Even more targeted
• Relevant and Measurable
• Goals:
- Grow the list
- Spread the word
- Establish new market
December 1, 2008 - Feb 3, 2009
24,427 visitors251 Entries
588 Total Comments71 Twitter Followers532 Twitter updates
Act 3: It takes a village
Scene 1:
• Share tools and features
• Share work and feedback
• Develop brand evangelists
• Nurture the Influencer
- DM Campaign - USB
“This project would bring togetherartists from across the globeto form a community.”
“A community of professional creatives,fostering critique, collaborationand sharing between peers.”
“Peers united by their love for the
pen, creative expression,
and their crafts.”
Scene 2:
• Manage the community
• Maintain engagement
• Nurture/Learn
