DIGITAL CAMPAIGN 2012/2013 METEOR CHOICE MUSIC PRIZE Al Fawaz Mazen #12250898 Butter Marlene Maria #12254381 METEOR Gupta Rohit #12252012 Le Malecot Angelina #12250870 CHOICE MUSIC Plebiscito Valeria #12251522 PRIZE Stewart Aisling #12254211 - STAY TUNED Marketing in the Digital Age INDEX EXECUTIVE SUMMARY ..................................................................................................................... 8 1. Situation....................................................................................................................................... 8 2. Objectives .................................................................................................................................... 8 3. Strategy ........................................................................................................................................ 8 4. Tactics, Actions and Control ....................................................................................................... 9 SELECTION OF OUR DIGITAL PLATFORMS ........................................................................... 12-26 I. TARGET AND CONSUMPTION ANALYSIS ................................................................................ 12 1.1 Target Group Analysis ................................................................................................................ 12 1.2 Digital Consumption ................................................................................................................... 12 1.2.1 Music Consumption Online ................................................................................................. 12 1.2.2 Internet Consumption .......................................................................................................... 13 1.2.3 Smartphone Consumption ................................................................................................... 14 1.2.4 Social Media Consumption Ireland ..................................................................................... 17 1.3 Conclusion And General Recommendations .............................................................................. 21 II. IDENTIFICATION OF THE STRATEGIC AXES ......................................................................... 23 2.1 Vision .......................................................................................................................................... 23 2.2 Mission Statement ....................................................................................................................... 23 2.3 Key Success Factors .................................................................................................................... 23 2.4 SWOT Analysis of the Digital Marketing Campaign ................................................................. 24 2.5 Our Digital Plan For Bought, Owned & Earned Media .............................................................. 25 2.6 Guidelines for a positive engagement ......................................................................................... 26 BEFORE THE EVENT .................................................................................................................... 28-73 I. GOAL: FURTHER IMPLICATION OF THE METEOR STAFF .................................................... 28 II. GOAL: CREATING STRONG DIGITAL PLATFORMS .............................................................. 28 2.1 Optimizing the initial pages ........................................................................................................ 28 2.1.1 The Meteor Sponsorship Landing Page ............................................................................... 29 2.1.2 The Choice Music Prize Homepage .................................................................................... 32 2.1.3 Seo Timeline ........................................................................................................................ 36 2.2 Creating a Dedicated Facebook Page .......................................................................................... 36 2.2.1 The Design Of The Meteor Music Choice Prize Facebook Page ........................................ 39 2.2.2 Facebook Page Activities .................................................................................................... 40 2.2.3 Timeline ............................................................................................................................... 42 2.3 Moving in Pinterest ..................................................................................................................... 42 2.3.1 Enriching The Content ......................................................................................................... 42 2 2.3.2 Creating A New Tab ............................................................................................................ 44 2.3.3 Pinterest Timeline ................................................................................................................ 44 2.4 Improving the YouTube channel ................................................................................................ 45 III. GOAL: TRIGERRING THE STRATEGY ..................................................................................... 46 3.1 Creating Our Pool of Ambassadors ............................................................................................. 46 3.2 Influential Bloggers ..................................................................................................................... 47 3.2.1 A Key Success Factor .......................................................................................................... 47 3.2.2 Influential Blogs .................................................................................................................. 48 3.2.3 Timeline ............................................................................................................................... 50 3.3.1 Facebook Advertising Campaign For The Voting Phase..................................................... 51 3.3.2 Facebook Advertising Campaign For The Treasure Hunt ................................................... 52 3.3.3 Meteor Amateur Musician ................................................................................................... 53 3.3.4 Timeline ............................................................................................................................... 54 3.4 Google Adwords Campaign ........................................................................................................ 55 3.4.1 PPC Campaign ..................................................................................................................... 55 3.4.2 Keywords ............................................................................................................................. 56 3.4.3 Campaign Settings ............................................................................................................... 56 3.4.4 Google Networks ................................................................................................................. 58 3.4.5 Negative Keywords.............................................................................................................. 58 3.4.6 Timeline ............................................................................................................................... 59 3.5 Banner Advertising Campaign Via Google Display Network .................................................... 59 3.5.1 Targeting Tools .................................................................................................................... 59 3.5.2 Setting The Price.................................................................................................................. 60 3.5.3 Visual Example .................................................................................................................... 60 3.6 YouTube advertising campaign .................................................................................................. 62 3.6.1 Why YouTube? .................................................................................................................... 62 3.6.2 Advertising Settings ............................................................................................................. 62 3.7 General information regarding the advertising campaigns ......................................................... 63 3.8 Additional triggers ...................................................................................................................... 63 IV. GOAL: CREATING AWARENESS .............................................................................................. 64 4.1 Flashmob ..................................................................................................................................... 64 4.1.1 The concept………………………………………………………………………………...64 4.1.2 Succesful Flahmobs………………………………………………………………………..64 4.1.3 Making the video: user generated content…………………………………………………65 4.1.4 Timeline ............................................................................................................................... 65 3 V. GOAL: ENGAGING THE AUDIENCE .......................................................................................... 66 5.1 The Treasure Hunt .....................................................................................................................