6. Challenge: Launch a new social media management tool,
targeting key niches (sports, retail, restaurants)
Strategy:
• Media/blogger outreach
• Content marketing
• Social media
7. Media/blogger outreach:
• Target tech media & trade pubs in key
verticals
• Embargoed product launch
• NYC media tour
• Guest posts on visual storytelling, fan
engagement
• Data-driven stories
8. Timely infographics
• Mashable, Yahoo!
Sports, ESPN.com
• Increased traffic 360%
• 50+ viable leads
• Opened new doors in
sports vertical
10. • “Traditional” tactics still work
• Tease launches via social media
• Create content to amplify a launch
• Provide suggested tweets/FB
updates to key advocates
12. Goals:
• Build a community year-round, activate it leading up to the
marathon
• Provide real-time customer service to deliver a better race-
day experience for athletes & spectators
• Extend partnerships, especially with Nationwide Children’s
Hospital
• Gain insights and feedback through online monitoring and
digital research
13. 30 Tips, 30 Days
• 8 of the top 10 blog
pages in 2012 were
tips
• Blog traffic grew
260%
• 2010 to 2012:
pageviews tripled
16. Virtual Scavenger Hunt:
• Drive traffic to the new website
• Positive reinforcement
• Establish new connections with potential
marathon runners/walkers
• http://bit.ly/CbusMarathonHunt
19. Results:
Top referral sources:
• Facebook
• Facebook Mobile
• Twitter
Facebook:
• Engagement: +133%
• Fans: +42%
• Customer service doubled
Twitter:
• Engagement: +59%
• Followers: +45%
$875,000 raised for
Nationwide Children’s
20. • Bridge the digital-physical divide
• Use social media to build & sustain
a year-round community
• Embrace and nurture your biggest
advocates
• Build a strong relationship with PR
partners.
22. Challenge: Generate traditional and digital media
stories that will convince people in the Twin Cities
that biking/walking is a viable transportation option.
Our plan:
• Repurpose traditional bylined articles that first
appeared in mainstream media outlets on
owned media channels
• Amplify reach through social advertising
23. The Process:
1. Write bylined article for mainstream media
outlet
2. Repurpose content for BikeWalkMove.org
3. Post and promote content on Bike Walk
Move Facebook page
4. Create sponsored stories on Facebook to
drive engagement and traffic to
BikeWalkMove.org
25. Results
• Increased blog traffic by 71% year-over-year
• Grew Facebook community by 1,500% in just
eight months
• Facebook posts promoted via Sponsored
Stories had an average of 109,000
impressions
26. Challenge: Make what has historically been “dry”
bike/walk count data more compelling to target
audience through a more visual format.
Our plan:
• Use bike/walk count data to create infographic
• Pitch to mainstream media outlets and bloggers
• Use as valuable content on owned and other
social media channels
• Use as “art” at in-person events
27. The Process:
1. Create infographic based on 2011 bike/walk data
2. Pitch infographic as part of larger story to mainstream
media/bloggers
3. Create a blog post on BikeWalkMove.org featuring
infographic and data points
4. Break up infographic and feature individual visuals with
compelling headlines on Facebook
5. Use sponsored stories to drive traffic back to
BikeWalkMove.org
6. Pitch infographic to bike/transit bloggers
7. Use infographic at real-life events as “art”
28.
29. Results
• Infographic post had 1,768 page views on
BikeWalkMove.org
• Infographic post among top-ten most clicked
posts during two-year campaign
• Facebook posts featuring individual
infographics averaged: 68 likes, 10
comments, 16 shares and 83,000 impressions
per post (far higher than our average
numbers per post)
31. Challenge: Build momentum for a company without
focusing on the product
Our plan:
• Hijack Google Fiber in KC
• Differentiate from Silicon Valley startups
• Establish pre-launch credibility
33. Challenge: Capitalize on Super Bowl
interest to show platform’s power
Our plan:
• Determine timely, spreadable content
• Produce an infographic
• Targeted pre-pitching (sports, social
media)
38. Challenge: Drive awareness for Metro Dentalcare clinics
with the key healthcare decision-maker in the family –
Moms – with a limited budget and no real
giveaways/product.
Our plan:
• Engage “second-tier” mommy bloggers in a campaign
focused squarely on the health of their children
39. Two Minutes, Twice a Day for Two Weeks
• Challenged 10 lifestyle bloggers to brush kids’
teeth for two minutes, twice a day for two weeks
• Metro Dentalcare retweeted, featured posts
• No money was spent on sponsored/paid posts
• Organized St. Paul Saints baseball game as
“reward”—opportunity to meet up/network
42. Challenge: Drive awareness and positive
sentiment for Sleep Number online while
making better use of existing blogger
relationships
Our plan:
• Repurpose earned blogger content in
different ways across owned and other
Sleep Number social channels
• Look for additional ways to engage
existing blogger partners
43. Sleep Number Blogger Outreach
• Promote review posts via Facebook, Twitter
• Curate posts around certain products on
Beds.com
• Approach bloggers about becoming Sleep
Better Chat (Twitter chat) co-hosts
• Consider using bloggers as media
spokespeople in some cases
44.
45. • Bloggers value networking—use
that to your advantage
• Paying bloggers isn’t always the
answer—discover what really
motivates them.
• Blogger outreach isn’t over
when the post goes live. Look
for ways to keep relationship
going!
• Repurpose blogger content in
different forms—Facebook,
Pinterest, blog posts.
47. A Labor Negotiations Case Study
• Union and COTA couldn’t reach an agreement
• Red White & BOOM
• Massive power outages & extreme heat
• Social goal: Leverage social channels to
– Present facts
– Respond to questions
– Convey empathy
– Amplify community need
56. • If you’re not quick, you’re not
relevant
• Perception is reality
• People expect near-immediate
responses
• Establish approval process BEFORE
crisis strikes
• Befriend the legal team
58. Be a Know It All
Big agency tactics … solopreneur attention
• Point-of-View Documents
• One daily idea (digital AND traditional)
• Breaking news
59. Keep clients one step ahead
Solve a client’s biggest problem: No time to
keep up
• Monthly Trend Reports
• Research: What are
other brands like us
doing?
• Best practices – social/PR
• Weekly/monthly e-newsletter
