Project overview
In the fall of 2009 VR Interactive was hired to execute a social media marketing campaign for the independent documentary ski film Swift.Silent.Deep. Producers Jon “JK” Klaczkiewicz and Troy Beauchamp wanted to get the word out to the ski community about their new, critically acclaimed movie that tells the story of a group of renegade skiers from Jackson Hole. VR Interactive tackled the task and, in the process, designed an effective social media marketing strategy that works for almost all businesses. Below is a summary of the work we did to ensure the public heard about the film, talked about the film, liked the film and then, of course, bought the film.
The concept of social media marketing
When people talk, they talk passionately about the things they like and the things they dislike. Almost every day on the Internet people endorse or denounce products and services that they interact with. In this sense, each individual, including yourself, is acting as a mini-marketing firm or public relations executive. Through Facebook, Twitter, blogs and Internet forums everyone in the world has a proverbial soap box that they can stand on top of and sound-off on what they think is cool and what they think, well, sucks. Through this collective conversation, the cream rises to the top.
No longer can companies claim to be the best at what they do through generic slogans, banners, magazine and TV ads. These days, the people will decide if your company is good or not and that word will spread fast. The upside to this is that if you do good things, the people will love you and word will spread virally. People will become a fan of your company on Facebook, join your online group and tell everyone they know about your business. In the end, you will have direct contact with them – a far better outcome than wondering if anyone saw your newspaper ad, or heard your radio commercial.
Of course, creating quality posts, having clout in forums, getting bloggers attention, making sure your business or product gets mentioned in every nook and cranny of the Internet, takes time. That is where VR Interactive steps in.
Our social media marketing angle
The goal for the Swift.Silent.Deep social media campaign was to let the ski community know about the film and to get the ski community talking about it in a positive way. To achieve this, we systematically identified every ski related blog, forum, Twitter account and Facebook group out there, and joined in on the discussion. The idea was to mention Swift.Silent.Deep as much as possible in a natural, non-SPAM way in order to keep the topic relevant. We linked, posted pictures and video and made sure that we were always providing good, relevant information, quality content, for the people.
Relevance is key. With so much content floating on the Internet it is important for your product to be the cream. What we tried to do, and were successful at, was keeping the conversation going to optimize search engine results. In doing that, people who are not even part of the conversation, who were unaware of Swift.Silent.Deep. but were, say, interested in watching a ski movie, stumbled upon this fantastic film through search engines.
We exponentially increased the film’s Youtube trailer views, increased the number of Facebook fans, updated the fan page daily, made lasting relationships with bloggers, got reviews posted on highly visited ski-related Web sites, and in the end, increased sales – the bottom line.
If you are interested in a similar Social Media campaign for your business, contact us and we will use our existing strategies combined with your ideas and goals to design a program that fits your needs.
- VR Interactive
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