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Similar to Stena & bring digital pr + organic social feb 2019 (20)
Stena & bring digital pr + organic social feb 2019
- 1. Stena Line 2019 Digital PR & Organic Social Strategy
- 2. The Agenda Stena Line 7th February 2019 Hero Pieces – why do they work? Market Case Studies Digital PR • Our process • Initial content ideas Organic Social • Case Studies • Our process • Proposed Strategy
- 3. Hero pieces – why do they work? And what can they do for us? - Hero pieces are the best way to building your brand - Brand building establishes your brand as a industry winner and source of authority - It also attracts your target audience at the top of the marketing funnel through content creation and helps you stand out amongst your competitors Why is brand building important? Confirms your credibility Create user trust and loyalty Shows that you understand audience needs Helps control how people talk about you Evokes an emotional connection
- 4. Past Award-Winning Campaigns What can we do to build trust and brand awareness?
- 5. Past Award-Winning Campaigns What can we do to build trust and brand awareness?
- 6. Past Award-Winning Campaigns What can we do to build trust and brand awareness?
- 7. Past Award-Winning Campaigns What can we do to build trust and brand awareness?
- 8. Digital PR
- 9. Our Approach Influencing Factors Audience Route Geography Seasonality Big Little Things Competitors Existing Marketing
- 10. Our Approach Key Themes UK/Irish Tourism ProductNostalgia Big Little Things
- 11. Interactive Map TV and Film, most Instagrammed places, Road Trip Discover the Ultimate American Road Trip Harry Potter The Lobster Star Wars Braveheart The Italian Job Saving Private Ryan
- 12. Dream Holiday on your Doorstep Why spend 17 Hours travelling and thousands of pounds? Survey – what would you want to do on your dream holiday? • Relax on a beach • See cultural delights • Experience amazing food • Meet interesting people • Get immersed in nature • Have a glam night out • See amazing sights • Go Whale watching • See the Northern Lights • Swimming with dolphins • Scuba diving • Excellent Service (Big Little Things)
- 13. Honeymoons through the ages How has the average honeymoon changed?
- 14. Your Ultimate Adventure Guide Camping, Mountaineering, Hiking
- 15. Your Favourite Childhood Holiday Influencer Campaign “Running through the dunes on the Kerry coast with no worries only were we having chips in the car later.” “Campsite in ballyheigue. Cold hairwashes under the tap. Penny bars. Bingo nights. Chips with salt and vinegar wrapped in newspaper. Getting the back burnt off ya footing turf in the bog. Soggy tomato sandwiches from a Tupperware box. Sand as extra!” • We will speak to high-engagement influencers about their favourite childhood holiday’s • Using partnerships we will recreate the holiday for one lucky influencer – with a modern or luxury twist • The influencer will create content around the trip that we can also share, and we can create a visual asset detailing the best Stena holiday memories to share on social. • “Follow the leader” mentality
- 16. Organic Social
- 17. Organic Social DW Sports – Example Assets
- 18. Organic Social – DW Sports Case Study Performance Statistics – December 2018 Total Impressions 4.9m Impressions YoY increase +49% Total Engagement Increase YoY +51% Link Clicks 13.6k
- 19. Organic Social Strategy Proposal - KPIs: Engagement, click-through rates, support with offers and flash sales - Channels: Facebook, Instagram, Twitter What will we do? Facebook: Ensure we choose quality over quantity and publish relevant posts to increase engagement and support hero campaigns Instagram: Posts supporting hero campaigns, sales and launches depending on imagery provided Twitter: Posts supporting hero campaigns, sales and launches depending on imagery provided *This is a guideline and will vary depending on content sent across, seasonality and newsjacking opportunities
- 20. Organic Social Strategy Proposal What will the posts cover? • Stena Line News • Promotions and offers • User-Generated Content • Interesting facts • Reactive posts • Attractive, visual travel content
- 21. Organic Social Strategy Proposal Processes Social posts will be planned two weeks in advance (with placeholders for reactive content) and plotted on a template that will be sent for approval on Thursday/Friday. Once signed-off, it will be uploaded for the week ahead. Template can be found here Measurement Each month, we will analyse each post's performance based on: Engagements (likes, shares) Costs £2,000 PCM (reduced from £2,700 due to Digital PR retainer combo)
- 22. DRC Meeting Contract Sign off ideas - Hero campaign Proposed timelines Next Steps Full Steam Ahead
- 23. Thank You – any questions?