Wednesday evening PR students, professionals and educators had the opportunity to learn how advertising agencies and their clients are using digital media within their campaigns and highlight a case study of The Super Civic Quest, an inventive piece of social media marketing. Special guests Alicia Jones (@Alicia_at_Honda), social media strategist at American Honda Motor Co., Inc. and San Tong (@RPA_advertising), social media relationship manager at RPA Advertising joined the live Twitter Chat to share insights.
Highlights from Honda
Can you share some best practices for corporate & agency pros working on SM campaigns?
We strive 2 engage with our fans. It means a lot to us when they genuinely express their passion & opinions about Honda.
How do you define/ measure success?
Overall, we measure engagement rate and impressions. 1:1 connection is important.
What are the greatest challenges in putting together a strategic digital campaign like Honda Quest?
There were many moving parts and many teams involved.One challenge was making sure all teams were involved in the collaborative efforts
What type of advanced research is required in setting up a comprehensive digital campaign? We brought in a gamification expert for the mechanics of the Honda Quest and we did extensive research on the Gen Y target
PRStudChat Standing PSA (midway through the chat, conversation traditionally pauses to share a meaningful cause with the community) I’d love to share @EagleRockSchool. Amazing school we support in CO for at-risk high schoolers. Visit: http://cot.ag/q4tj1V (via Jones)
In order to succeed as a social media strategist, what other departments should you collaborate with? I collaborate with every cust touch-point here at Honda: PR, Adv, Cust Svc, Events, Regional Mktg, Global orgs, etc. (Jones)
PR,Media,Creative,Events,Account,Strategic Planning,Production, Technology,app developers,copywriters,graphic designers (Tong)
Why did you determine to work with an ad agency (as opposed to a PR agency) for a digital campaign?
We actually used both for Quest. At Honda, we work w/the best partners to tackle all fronts… collective efforts work best. And, I’d say the agency lines are significantly blurring. Typically PR at Honda is in-house. (Jones)
What types of education/exp are most helpful for those pursuing a social media position? Adv, Comms, Marketing, Business, English, Math, Philosophy, Statistics, Psychology, and any other liberal arts & sciences…Sociology is a good one. That was actually my major in college! (Tong)
I’d also add Journalism. (Jones)
What type of tools/technology do you recommend for those embarking on a digital campaign? FB Insights. Publishing platforms like Vitrue or Context Optional. Listening platforms like JD Power Netbase or Radian 6. (Tong)
an addition to San’s answer… CoTweet, bit.ly (Jones)
A little more about the Honda Quest
The Super Civic Quest is an immersive and inventive piece of social media marketing. Created to coincide with the launch of a completely redesigned Honda Civic, the Quest leads players across some of the most popular websites and buzzworthy apps out there. Players can earn badges, Facebook credits and Amazon.com MP3’s. Conceived to specifically attract younger buyers, the Quest requires players to use their web savvy wits in order to discover 25 clues divided into five increasingly difficult levels in order to track down a missing Civic coupe that has vanished somewhere in the Internet. The missing Civic belongs to a distraught luchador – one of five characters that are the focal point of the larger Civic launch campaign.
Questies, as they’re affectionately known, uncover clues hidden on places like YouTube, Yelp, Twitter, Amazon.com, NotCot, Foursquare, Flickr, icanhascheezburgers and Failblog. They have to read ebooks, watch online security cameras, rearrange videos, download ringtones and explore augmented reality, to name just a few tasks. They have to use their computer. They have to use their smartphone. And sometimes they have to use them both together. In total, 30 unique clues and 7 pieces of custom content were created for the Quest.
A Little More About PRStudChat:
It began with a simple question asked by Angela Hernandez, then President of PRSSA at Central Michigan University (CMU). “Is PR Right for me?” A follow up blog post by PR 2.0 expert Deirdre Breakenridge inspired a series of direct messages on Twitter between Breakenridge and fellow PR industry pro, Valerie Simon.This was an important question and one that should be explored beyond one student or one blog post. Why not build a community to help students across the country, and even the globe, learn from the experience and perspective of industry professionals… A community where everyone can learn and grow together. Read more