Culture wins FIVE MISTAKES THAT MADE US SUCCESSFUL Kevin Agee and Sara Clark Oct. 10, 2017
The Chorale goes to D.C. 2
An unbelievable day BUT IT TOOK MONTHS TO GET THERE • Four months of work • One four-minute performance • We made mistakes and could’ve dreamed bigger • Our relationships and culture saved us 3
But we m ade five m istakes WE DIDN’T … •Create a blog until the last minute •Anticipate sudden media coverage •See volume of social engagement coming •Think celebrities would hit us up •Know people would want swag they saw on TV 4
Adding a blog SO WHERE SHOULD ALL OF THIS CONTENT GO, ANYWAY? •On a blog! •Missed that because … • Announcement embargo • No lead unit • Not focused on campaign 5
Working with the m edia REPORTERS. THEY DON’T OPERATE ON OUR SCHEDULES. • We pitched to media early • They weren’t interested until after everyone left • Share closer to the event • We had phone numbers, roster with demographics to connect with reporters 6
Overwhelm ing SO THIS IS WHAT IT’S LIKE TO BE A CELEBRITY •Got more than 375,000 impressions on social • Twitter • 177,000 impressions • 210 replies • Facebook • 200,000 impressions • 25,000 clicks 7
Overwhelm ing volum e SOME PEOPLE REALLY HATED US FOR DOING THIS • Communications strategy shifted into crisis mode • Developed a statement that explained why the Chorale chose to participate • Facebook, especially, was a dumpster fire 8
Overwhelm ing volum e SOME EXAMPLES OF COMPLAINTS 9
Overwhelm ing volum e PEOPLE SAID NICE THINGS, TOO! 10
Overwhelm ing volum e PEOPLE SAID NICE THINGS, TOO! 11
Overwhelm ing volum e OUR RESPONSE TO CRITICISM •Sending a message of love •Fulfilling a commitment •Giving our students an incredible experience •Gaining national attention 12
Standard response FINDING HARMONY 13
Overwhelm ing volum e OTHER ISSUES •Traffic took down MissouriState.edu and blogs •Limited staffing presented challenges • Not enough to manage this AND continue normal operations • We need to fail fast and move forward 14
A popular look BEANIE SOLD OUT •Talked about it. Didn’t follow through. •Should’ve had links ready •Relationships = getting them online quickly 15
Celebrity attention WE DEFINITELY DIDN’T SEE THIS COMING 16
Celebrity attention JAMES CORDEN HAS ABOUT 10 MILLION TWITTER FOLLOWERS •One team member didn’t know who that was and sent a generic response •Followed up with more replies, a custom video and mailed a package of apparel •Relationship with director Cameron LaBarr was critical 17
Celebrity attention ASK AND YOU SHALL RECEIVE, JAMES CORDEN •Package included beanie, scarf, letter •Included brand stickers •Nothing happened after this but that’s OK 18
Bear Line karaoke THIS IS HOW WE DO IT AT MO STATE 19
Takeaways THINGS WE LEARNED •Take time to dream and see the big picture •Communicate among departments •Always be ready for crisis mode •Be patient with yourselves •Have faith ... It’ll all work out in the end 20
Thank you ANY QUESTIONS? 21
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