robert farrington_quantum nab social media presentation

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SOCIAL MEDIA STRATEGY Q1 / APRIL / 2013

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FIRST THINGS FIRST: • Who am I?

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I’ve created content for brands like:

And I created one of the top brands in the scientific crowdfunding space:

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That means I’m really good at building brands through social media, content marketing, creative copy and storytelling. That’s probably why you care who I am.

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Ok. Got it. But why am I here? I’m here - we’re here - because Quantum’s going to the NAB.

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More specifically, we’re here to:

• Increase Awareness

• Drive Web Traffic (Lead Gen)

• Push Attendees to the Quantum

booth (Lead Gen) • Create Brand Advocates

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So how are we going to deliver on these goals? We’re going to live up to our brand promise = that’s what makes Quantum, Quantum.

That’s what differentiates us from our competitors.

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And what’s our brand promise? Be Certain. So let’s create content that highlights the products + services + clients that can make them certain.

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The high-level, overarching strategy is to make the Quantum brand straight-forward, authentic, fun and likeable. But how is social going to drive that through tangible, measureable actions?

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But wait. Back up. Couple small - yet important things we need to make sure we bring to Vegas.

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1) New Social Media Influencer Program • Identify 20 key decision

makers, CEO’s, potential clients or social drivers that we want to engage with, promote and get in front of.

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Let’s reach out over Twitter, Facebook friend them, message them to grab a drink. The goal is to spread awareness in a highly-targeted way, one that let’s us find and reach out to attendees while we’re on the ground.

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2) Revamp our Messaging Architecture • What’s our SM conference “voice”?

• What are our current key talking

points or products we’re promoting?

• What’s our 20 second elevator

pitch?

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3) Chart our Pre + Post Conference Metrics • What are our pre-conference social

media metrics?

• What platforms will give us the most ROI?

• What metrics are important? What

do we really need to measure?

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So now we’ve done our homework - Let’s get to the heart of the matter.

Let’s get creative. Let’s do some real social + content marketing.

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The goal here is to show how customers can “Be Certain.” The theme is “Behind the Scenes.” So let’s take them behind the scenes.

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A) Let’s Ramp Up Existing Social That means the first thing we’re going to do is create our conference hashtags for every platform: #behindthescences #NABwithQuantum #BeCertain # ?

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Then, we start teasing on Facebook and Twitter: Dropping 3 tweets + Facebook posts per week about what we’re doing at NAB (Partner Event + Booth Party)

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Plus…we create a giveaway calendar, everyday giving away one piece of cool tech to surprise attendees at our booth. That’s the pre-conference basics.

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B) We Create “Behind the Scenes” Video Series Let’s create a 3-part “Behind the Scenes” video series that we push during the conference.

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Short, 1 minute videos take you on a quick, MTV style behind the scenes interview with a Quantum customer with the central question of: “What problem did you solve?”

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These videos allows us to showcase products + services… and are fast, loose, well-produced and by pushing them during the conference we have a good spectrum of content to push on our platforms.

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C) Live Tweet “Behind the Scenes” Events • Quantum Party

• Partner Event

• Opening Night

• Closing Night

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The live tweet is kind of funny, tounge-in-cheek, and done with an interview / broadcast style. This makes us seem like we are really in the thick of things and totally engaged.

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D) Drop a New, Branded Mini-Content Campaign @QuantumEngineers Twitter + Instagram + FB

It’s all about the Quantum Engineers…

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With a couple engineers, we create and control these platforms so potential customers can see a little more of the fun, everyday, human side of Quantum and really go behind the scenes.

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It allows us to diversify our branded content and see if we can gain followers and create a new position in the market.

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D) Short Shoots @ the NAB 6 second videos on Vine and Facebook are gaining a lot of steam and are an easy, fun and relevant content win. We shoot 1-2 short, behind the scenes videos on our

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phone at the conference and post them on Vine + Facebook. These 6 second videos are easy to create, measureable and are easy to digest, especially on Vine + Facebook + Twitter.

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E) Wrap it Up with Broadcast Themed Content • “Great moments in broadcast

history” • “Who’s your favorite broadcaster?”

type broadcast triva

• “Our favorite 2012 content from Quantum customers: UFC.”

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The thing that strings it all together is a stable content strategy + editorial timeline. This let’s us pre-post and schedule content, which means we can also engage with people face to face at the conference and gather content for post use as well.

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A quick example of a NAB content strategy would be:

Thursday AM

time: 7am platform: Linkedin content: 3 sentence post on Quantum CTO at NAB time: 8am platform: Facebook content: breakfast “behind the scenes” video post

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Finally, we make sure that when we come home we: • Analyze • Publishing Findings • Adapt

Thanks for listening. Good luck @ NAB!