Engagement-Marketing-Presentation_EMC_Slice-1.pdf
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This document discusses engagement marketing and creating experiences that engage target audiences. It emphasizes the importance of integrating experiential and social media marketing teams to jointly plan campaigns. Barriers like siloed teams and metrics are addressed. An example campaign in Chicago involved building a large replica that engaged 17,000 people onsite and through social media. The document provides exercises to understand target audiences and create cross-functional engagement teams with clear roles and accountability. The goal is to design campaigns that amplify experiences and drive meaningful engagement both online and offline.
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Engagement-Marketing-Presentation_EMC_Slice-1.pdf
- 1. Cassandra Bailey Slice Communications Jerry Buckley EMC Events ENGAGEMENT MARKETING
- 5. WRONG!
- 6. IT’S TIME TO THINK ABOUT BRIDGES
- 7. BUT WHY?
- 9. AND PEOPLE REMEMBER WHAT THEY FEEL HAPPY SCARED MAD SURPRISED ANGRY DISAPPOINTED ANXIOUS LOST OPTIMISTIC THANKFUL EXCITED GLAD
- 10. COMMON BARRIERS TO SUCCESS NAMED ACCOUNTABILITY IN TEAMS THE BARN BECOMES A BREADBOX NO TIME FOR BESTPLANNING LOSING SIGHTOF THE FULL CUSTOMER EXPERIENCE BUILDING THE PLANE AS YOU FLY SILO’D: TEAMS &SUCCESS METRICS
- 11. TRAVEL SOUTH DAKOTA Experiential team heavy lifting: 24 people / 3,000 hours 22 ft high replica / 10,000 lbs Chicago’s Millennium Park 1Day / Rain or Shine A ZILLION event details to prep & execute
- 12. TRAVEL SOUTH DAKOTA Integrated Amplification Effect: Approx 17,000 live interactions/impressions 24 times that saw it on Social Media 130 million saw it through 70 media placements
- 13. IT’S TIME TO DO SOMETHING DIFFERENT!
- 15. Activation Team Pre-event Planning &Build - Live activation On-Site Logistics - Post-event Provide Pictures PostPictures Social Team
- 16. Promote Event Live Stream Build Story &Audience Planning &Build On-Site Logistics Feedback &Next Event Press Release Oversight Requests Case Study Awareness Build Real Time Sharing / UGC 2-Way Social Shares Pre-Event Live Activation Post-Event Social Team Activation Team Corporate Com Audience
- 17. WHO ARE THE PEOPLE YOU WANT TO ENGAGE? EXERCISE:
- 18. WHAT DO YOU KNOW ABOUT THEM? EXERCISE:
- 19. Jane, 45 Divorced, LGBTQ+, Member of PTA Doesn’t spend a lot of time or money on herself, wants what’s best for her kids Stays up late thinking about: meal prepping, paying bills, college expenses Enjoys: NPR, yoga, running, LuluLemon, Neutrogena, Trader Joe’s, Match.com News and Information Sources: Facebook, Pinterest, Instagram, Cooking Light, Real Simple, CNN
- 20. WHAT DO THEY WANT FROM YOU? EXERCISE:
- 21. HOW DO THEY WANT TO EXPERIENCE YOU IN REAL LIFE? EXERCISE:
- 22. HOW DO THEY WANT TO EXPERIENCE YOU ONLINE? EXERCISE:
- 23. WHAT IS ONE ENGAGEMENT CAMPAIGN YOU WANT TO CREATE? EXERCISE:
- 24. CREATE A TEAM THAT MEETS THOSE NEEDS
- 25. MISTAKE: HAVE SOCIAL DO CAMPAIGNS ON THEIR OWN
- 26. MISTAKE: HAVE EXPERIENTIAL DO EVERYTHING WITH SOMEONE ON TWITTER
- 27. WHAT GOES WRONG - People don’tattend - No one online has any idea it happened - It only reaches the limited people in person - No one posts about it to theirfriends - No one interacts with the people posting - The place doesn’tlet you do it - You don’thave the right permits - The people you hired can’t deliverthe message - There isn’t a hashtag - You’re not listening forthe conversation - You don’thave any data about brand impressions - You get arrested fortrespassing / the cops get called - There isn’t any new content - There aren’tany videos orphotos - No one cares - You neverconnect with the people in attendance again - You get bad PR - People get a bad impression of yourbrand - You have no idea about the ROI - Yourboss stops doing events and social media
- 29. PERSON #1 PERSON #2 PERSON #3 PERSON #4 PERSON #5 PERSON #6 ACCOUNTABILITY#1 ACCOUNTABILITY#2 ACCOUNTABILITY#3 ACCOUNTABILITY#4 ACCOUNTABILITY#1 ACCOUNTABILITY#2 ACCOUNTABILITY#3 ACCOUNTABILITY#4 ACCOUNTABILITY#1 ACCOUNTABILITY#2 ACCOUNTABILITY#3 ACCOUNTABILITY#4 ACCOUNTABILITY#1 ACCOUNTABILITY#2 ACCOUNTABILITY#3 ACCOUNTABILITY#4 ACCOUNTABILITY#1 ACCOUNTABILITY#2 ACCOUNTABILITY#3 ACCOUNTABILITY#4 ACCOUNTABILITY#1 ACCOUNTABILITY#2 ACCOUNTABILITY#3 ACCOUNTABILITY#4
- 30. STRATEGIST EXECUTION LEAD BRAND SOCIAL PR ACTIVATION RESEARCH CONCEPT INTEGRATION EXECUTION PLAN PROJECTMANAGEMENT SCORECARD / REPORTING LMA / REMOVING BARRIERS MESSAGING BRAND EXPERIENCE MARKETING MATERIALS CONTENTCREATION PROMOTION / AMPLIFICATION CUSTOMER SERVICE CONTENTSOLICITATION MEDIA RELATIONS SPOKESPERSON MGMT PARTNERSHIPS EVENTLISTINGS LOGISTICS LMA OF IRL TEAM BUILDING / MATERIALS
- 31. SO WHAT ARE YOUR NEXT STEPS?
- 32. WHERE DO YOU NEED HELP?
- 35. THANK YOU! FOR COMING TO OUR WORKSHOP ON ENGAGEMENT MARKETING Jerry Buckley EMC Events jerry@ emcoutdoor.com linkedin.com/in/jerrybuckley