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

▶
digital media strategies how to outsmart competing brands
SMART_READER_LITE
LIVE PREVIEW

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

Oct 06, 2022 135 likes •633 views

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

slide-1
SLIDE 1

Digital Media Strategies: how to outsmart competing brands

Presenters: Wayne Sullivan, Executive Manager ­ Marketing, HOSTPLUS Zoe Hibbert, Managing Director, Corporate and Public Affairs, Burson­Marsteller, Australia

slide-2
SLIDE 2

Digital Media: How HOSTPLUS used social media to drive business

  • utcomes

Social media trends Campaigns Best Practice C4YC

Burson­Marsteller and HOSTPLUS

Zoe Hibbert Director, Burson­Marsteller 0427 432395

slide-3
SLIDE 3
slide-4
SLIDE 4

TRENDS

slide-5
SLIDE 5
slide-6
SLIDE 6
slide-7
SLIDE 7
slide-8
SLIDE 8
slide-9
SLIDE 9
slide-10
SLIDE 10
slide-11
SLIDE 11
slide-12
SLIDE 12
slide-13
SLIDE 13
slide-14
SLIDE 14
slide-15
SLIDE 15

CAMPAI GNS

slide-16
SLIDE 16

FACEBOOK IN THE REAL WORLD

slide-17
SLIDE 17

AUGMENTED REALITY – VIRAL VIDEO

slide-18
SLIDE 18

ENGAGING YOUR COMMUNITY

slide-19
SLIDE 19

BEST PRACTI CE

slide-20
SLIDE 20

PR = social media

slide-21
SLIDE 21

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
slide-22
SLIDE 22

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

slide-23
SLIDE 23

COOK FOR YOUR CAREER

Wayne Sullivan Executive Manager, Marketing HOSTPLUS
slide-24
SLIDE 24

Choose Quality campaign

slide-25
SLIDE 25

The objectives

  • Gain media exposure for HOSTPLUS
  • Engage consumers with HOSTPLUS
  • Profile cookery careers and the restaurant industry
  • Develop a database of aspiring chefs
  • Reinforce the position of HOSTPLUS

within the hospitality industry

slide-26
SLIDE 26

The idea

  • To give one talented person

the opportunity to become a chef in one of Australia’s leading qualityrestaurants

  • Collaborate with seven of

Australia’s finest chefs with an agreement for one of them to

  • ffer the national winner an

apprenticeship.

slide-27
SLIDE 27

The channels

  • Traditional “unpaid” media
  • Associations and stakeholders
  • Social media

– Existing online channels – Dedicated campaign channels

slide-28
SLIDE 28

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
slide-29
SLIDE 29

Stage one promotion

slide-30
SLIDE 30

Stage one promotion

slide-31
SLIDE 31

Stage one online entry

slide-32
SLIDE 32

Stage two

  • Video entry and campaigning for votes
  • Public encouraged to vote, like etc
  • Two finalists with most votes progress
slide-33
SLIDE 33

Stage two chef mentoring

slide-34
SLIDE 34

Stage two promotion

slide-35
SLIDE 35

Stage two promotion

slide-36
SLIDE 36

Stage two promotion

slide-37
SLIDE 37

Stage two promotion

slide-38
SLIDE 38

Stage two entry

slide-39
SLIDE 39

Stage three

  • Grand Finale Cook

Off as part of the Melbourne Food and Wine Festival

  • Judges –

competition winner + two quality chefs

slide-40
SLIDE 40 Idea – Reinforce Quality campaign Offer – Social media campaign to award a cookery apprenticeship Offline communications Online communications Media releases Media appearances/interviews Public events Industry endorsements Staff engagement Email blast Blogs Banner ads Twitter Facebook Online entry and voting Outcome = Increased SM presence
slide-41
SLIDE 41

Results

  • Gain media exposure for HOSTPLUS
  • 78 media items
  • 5 television program mentions
  • 27 newspaper mentions
  • 17 website appearances
  • 9 radio interviews
  • 20 trade publication mentions
slide-42
SLIDE 42

Results

  • Engage consumers with HOSTPLUS
  • 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
slide-43
SLIDE 43

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

slide-44
SLIDE 44

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

slide-45
SLIDE 45

Results

  • Reinforce the position of HOSTPLUS within the

hospitality industry

  • 39 industry partners actively supported C4YC
  • 9 of Australia’s leading chefs directly involved
  • 6 education institutions backed the competition
slide-46
SLIDE 46

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
slide-47
SLIDE 47

Next steps

  • C4YC is still alive
  • We’re still engaging with our fans
  • Monty blog
  • Ongoing recipes
  • Promo for C4YC 2012
slide-48
SLIDE 48

Cook For Your Career

  • cookforyourcareer.com.au
  • facebook.com/cookforyourcareer
  • @cookforyourcareer
  • @hostplus
  • @WayneASullivan