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A presentation with Craig "Dodge" Lile of Raidious, given to the October Indy AMA luncheon (the Indianapolis chapter of the American Marketing Association.) This talk describes the 3-year (and counting) collaboration between The Children's Museum's social media team and Raidious, a real-time digital marketing agency.
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CASE STUDY:
PLANNING AND IMPLEMENTING A CONTENT AND SOCIAL
STRATEGY
Loves concerts, running, bourbon and dressing like a fancy pants
CRAIG “DODGE” LILE Sr. Director of Marketing,
Raidious
Loves ice cream, traveling, reality TV, and owning the geeky title of “Wikipedian"
LORI BYRD PHILLIPS Digital Marketing Content Coordinator,
The Children’s Museum of Indianapolis
ABOUT
A DIGITAL MARKETING AGENCY
MAKES CONTENT • MANAGES DISTRIBUTION
MONITORS AUDIENCE RESPONSE
MODERATES DIALOGUE • MEASURES PERFORMANCE
WHAT DO WE MEAN BY CONTENT?Web + Blog + Social + Email + Automation + Interactive + Search + More
DIGITAL MARKETING DOESN’T WORK … WITHOUT CONTENT. RAIDIOUS MAKES THE CONTENT THAT MAKES DIGITAL MARKETING WORK.
ABOUT
1. Biggest & Best
2. Fun & Imaginative
3. Alway Changing
4. Promotes Family Learning
TAKEAWAYS
1. Create a Plan (Strategy)
2. Make It Come to Life (Content)
3. Reach Your Audience (Distribution)
4. Have a Measurement of Success (Analytics)
1. CREATE A PLANKey Performance Indicators
Growth based on either rolling 12 month average or YoY basis. !BASELINE (Q1 2012):
●Direct Reach: Facebook likes, Twitter followers, Website blog visits/page views, YouTube video views, Instagram followers, Pinterest followers ●Amplification: Facebook shares, Facebook likes, Twitter RTs, Pinterst re-pins, ●Engagement: Facebook comments, Twitter replies, Instagram likes, Pinterest comments
!GOALS ( Q1 2013):
●Direct Reach: 10% month-over-month growth until baselines are established. ●Amplification (Facebook Only): 10% month-over-month growth until baselines are established. ●Engagement: 10% month-over-month growth until baselines are established. ●Conversion (eCommerce): 10% month-over-month growth until baselines are established.
1. CREATE A PLANPersonae
1. CREATE A PLANTopography
1. CREATE A PLANDistribution
1. CREATE A PLANConsistency
2. MAKE IT COME TO LIFETrending Topics
User-generated Content
#atTCM
2. MAKE IT COME TO LIFE
2. MAKE IT COME TO LIFEManaging Internal/External Staff & Contributors
2. MAKE IT COME TO LIFECommunity-sourcing
3. REACH YOUR AUDIENCECurrent Audience
3. REACH YOUR AUDIENCEOmni-channel for a Variety of Content
3. REACH YOUR AUDIENCEPaid Promotion
4. HAVE A MEASUREMENT OF SUCCESS
RUNDOWN: Children’s Museum of Indianapolis
June 2, 2014
STRONG CONTENT
• New exhibit and event announcements: Sneak peaks and behind-the-scene photos of the new exhibits. !
• Video: Facebook continues to help promote video content, allowing that content to reach a larger percentage of the current audience. !
• Trending Topics: Topics that are of interest to the museum and/or the audience !
• Sky walk wraps: photos of the new skywalk wraps outside of the museum, as well as the new ad wrap on Illinois Street.
REACHHOW MANY PEOPLE ARE CONNECTING WITH THE BRAND CHANNELS?
ENGAGEMENTHOW ARE PEOPLE INTERACTING WITH THE BRAND CHANNELS?
STATISTICS
Facebook Twitter
Facebook (5/26 -- 6/02)
BIG WINS
+0.2%
+0.7%
Facebook Twitter
+0.4%
+0.3%
Fans: 91,902 (+160 this week) [+182 last week] Comments: 8,183 (+14 this week) [+27 last week] Likes: 97,578 (+259 this week) [+1,423 last week] Clicks: 60,344 (+320 this week) [+146 last week]
Twitter (5/26 -- 6/02)Followers: 17,119 (+124 this week) [+126 last week] Mentions: 5,840 (+66 this week) [+85 last week] Retweets: 5,514 (+44 this week) [+62 last week] Replies: 1,116 (+11 this week) [+18 last week] Favorites: 1,616 (+31 this week) [+78 last week] Clicks: 159,223 (+343 this week) [+288 last week]
Experience the Terra Cotta Warriors...After Dark! 29 shares, 58 likes, 7 comments
SAVE THE DATE: Ryan White's mother and sister are coming …10 Retweets, 9 Favorites
SAVE THE DATE: Ryan White's mother and sister are coming …70 shares, 211 likes, 2 comments
Weekly Rundown & Monthly Wrap Up
4. HAVE A MEASUREMENT OF SUCCESS
TAKEAWAYS
1. Create a Plan (Strategy)
2. Make It Come to Life (Content)
3. Reach Your Audience (Distribution)
4. Have a Measurement of Success (Analytics)
QUESTIONS?
Email: LoriPh@childrensmuseum.orgEmail: craig@raidious.com
Social: @DodgeMOKB | @Raidious Social: @LoriLeeByrd | @TCMIndy
CRAIG “DODGE” LILE Sr. Director of Marketing,
Raidious
LORI BYRD PHILLIPS Digital Marketing Content Coordinator,
The Children’s Museum of Indianapolis
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