Digital Media Strategies: how to outsmart competing brands - PowerPoint PPT Presentation

Digital Media Strategies: how to outsmart competing brands Presenters: Wayne Sullivan, Executive Manager ­ Marketing, HOST PLUS Zoe Hibbert, Managing Director, Corporate and Public Affairs, Burson­Marsteller, Australia

Digital Media: How Burson­Marsteller and HOST PLUS HOST PLUS used social media to drive business outcomes Social media trends Campaigns Best Practice Zoe Hibbert C4YC Director, Burson­Marsteller 0427 432395

TRENDS

CAMPAI GNS

FACEBOOK IN THE REAL WORLD

AUGMENTED REALITY – VIRAL VIDEO

ENGAGING YOUR COMMUNITY

BEST PRACTI CE

PR = social media

DO: 1. Listen 2. Be Authentic 3. Be Transparent 4. Be Respectful 5. Get Your Facts Straight 6. Correct Mistakes 7. Speak as a Human 8. Contribute to the Community 9. Participate in Good Times and Bad 10. Be Prepared to Respond Fast 11. Be Flexible 12. Don't be Heavy‐Handed 13. Optimise Continuously

DON’T: 1.Overly Promote Yourself 2.Misrepresent 3.Misinform 4.Criticise 5.Expose 6.Overshare

COOK FOR YOUR CAREER Wayne Sullivan Executive Manager, Marketing HOST PLUS

Choose Quality campaign

The objectives • Gain media exposure for HOST PLUS • Engage consumers with HOST PLUS • Profile cookery careers and the restaurant industry • Develop a database of aspiring chefs • Reinforce the position of HOST PLUS within the hospitality industry

The idea • To give one talented person the opportunity to become a chef in one of Australia’s leading quality restaurants • Collaborate with seven of Australia’s finest chefs with an agreement for one of them to offer the national winner an apprenticeship.

The channels • Traditional “unpaid” media • Associations and stakeholders • Social media – Existing online channels – Dedicated campaign channels

Stage one • Call for entries via C4YC facebook site • Photo of their quality dish • Submission on why they want to cook for their career • Top five handed over to Chef for selection • Finalist in each state

Stage one promotion

Stage one promotion

Stage one online entry

Stage two • Video entry and campaigning for votes • Public encouraged to vote, like etc • Two finalists with most votes progress

Stage two chef mentoring

Stage two promotion

Stage two promotion

Stage two promotion

Stage two promotion

Stage two entry

Stage three • Grand Finale Cook Off as part of the Melbourne Food and Wine Festival • Judges – competition winner + two quality chefs

Idea – Reinforce Quality campaign Offer – Social media campaign to award a cookery apprenticeship Offline communications Online communications Email blast Media releases Blogs Media appearances/interviews Banner ads Public events Twitter Industry endorsements Facebook Staff engagement Online entry and voting Outcome = Increased SM presence

Results • Gain media exposure for HOST PLUS • 78 media items • 5 television program mentions • 27 newspaper mentions • 17 website appearances • 9 radio interviews • 20 trade publication mentions

Results • Engage consumers with HOST PLUS • Increase of 13% traffic to hostplus.com.au • Increase of 33% online join applications • 2,300 people became C4YC facebook fans • 7,000 visits to the C4YC site • 167,000facebookpostviews

Results • Profile cookery careers and the restaurant industry • Solid media coverage of skills shortage issue • 7PM Project ran a dedicated segment on the skill shortage • Provided insight into the career and the path to becoming an apprentice

Results • Develop a database of aspiring chefs • 327 aspiring chefs have been added to a database of potential training and employment candidates • 7 entrants have secured work in the industry directly from C4YC

Results • Reinforce the position of HOST PLUS within the hospitality industry • 39 industry partners actively supported C4YC • 9 of Australia’s leading chefs directly involved • 6 education institutions backed the competition

Social media results End of week 1 End of week 8 Visits to C4YC website 1,248 6,933 Pageviews on C4YC 3,561 18,903 H+ Twitter followers 782 892 C4YC followers 29 113 Facebook fans 109 2,299 Facebook post views 3,267 166,691

Next steps • C4YC is still alive • We’re still engaging with our fans • Monty blog • Ongoing recipes • Promo for C4YC 2012

Cook For Your Career • cookforyourcareer.com.au • facebook.com/cookforyourcareer • @cookforyourcareer • @hostplus • @WayneASullivan