Marketing that Works – the brains behind the campaigns
On 12 May 2015 Scotland’s marketers heard from six leading practitioners who shared the stories of their success, provided behind-the-scenes insights into the campaigns they ran and the tactics they used to achieve the right results.
Awesome #MTWEdinburgh speakers @jacquesharris @ZuzuEmma @GSofA @N_T_S @NatGalleriesSco @NtlMuseumsScot. Get in! pic.twitter.com/n47eUgrGyt
— Culture Republic (@culture_public) April 29, 2015
The hashtag for the day was #MTWEdinburgh and Culture Republic was live tweeting highlights from each of the day’s talks. This summary highlights the key learning points that came out of each talk through the Twitter conversation that resulted.
First up on the podium were Colan Mehaffey & Adam Coulson from the National Trust for Scotland speaking on the Trust’s success in strategically revamping their social media practice so that it includes the unique voices from all across their properties and areas of work.
Principles first for @N_T_S – user engagement, consistent actions build up the #socialmedia ecosystem #MTWEdinburgh
— Culture Republic (@culture_public) May 12, 2015
On the ground teams – volunteers, archaeology and buildings – all creating content for @N_T_S's 90+ social media accounts. #MTWEdinburgh
— Jack Harris (@jacquesharris) May 12, 2015
Bringing cohesion to a complex social media environment – top insights from @N_T_S at #MTWEdinburgh #contentstrategy pic.twitter.com/BjWfaENl8j
— Jo Cowper (@jocowper) May 12, 2015
Our second speaker was Emma Mortimore from the Hippodrome Festival of Silent Cinema in Bo’ness on building and engaging audiences for The 5th annual Festival with a focus on community engagement and programming.
The @HippFestScot targeting audiences within a 90 minute drive time – aims to reach both live music & cinema audiences. #MTWEdinburgh
— Culture Republic (@culture_public) May 12, 2015
Don't count followers – count engagement! #countwhatcounts #MTWEdinburgh
— Jo Cowper (@jocowper) May 12, 2015
Inspiring to hear about local companies and community really getting involved with @HippFestScot– window displays, new ale etc #MTWEdinburgh
— Jack Harris (@jacquesharris) May 12, 2015
Emma’s talk ended with a video of audiences feeding back about their experiences at the festival.
The day’s third speaker Patricia Convery shared the techniques that the National Galleries of Scotland used for the PR and Marketing campaigns for GENERATION, which presented by over 100 artists in over 70 venues across Scotland.
#marketing @genartscot PR focused on outdoor media for maximum effect. Hitting key transport hubs & city screens #MTWEdinburgh
— Culture Republic (@culture_public) May 12, 2015
Really interesting to hear about @genartscot – particularly use of 4oD, STV and YouTube ads. #MTWEdinburgh
— Jack Harris (@jacquesharris) May 12, 2015
@NatGalleriesSco on the importance of friendly & active invigilation for @genartscot to engage audiences w challenging work #MTWEdinburgh
— Culture Republic (@culture_public) May 12, 2015
AMAZING avg session duration on @genartscot website of over 8minutes! #MTWEdinburgh
— Jack Harris (@jacquesharris) May 12, 2015
@PuppetAnimaScot: Valuable marketing strategies being shared!! #MTWEdinburgh @culture_public pic.twitter.com/DLQbBvcUu6
— PuppetAnimationScot (@PuppetAnimaScot) May 12, 2015
After a Q&A and short break we were back with Scott Parsons & Kirsty L. Barr from the Glasgow School of Art on how the team managed communications around the fire which damaged the School’s iconic Mackintosh building in May 2014.
Things we learned in the fire. @GSofA @culture_public #MTWEdinburgh pic.twitter.com/h1jKzguU5b
— Lizzie Cowan (@LizzieCowan) May 12, 2015
Feeling quite emotional at @GSofA's ‘Things We Learned In The Fire’. Learned Twitter works faster than internal processes #MTWEdinburgh
— Ashley Smith Hammond (@AnAshleyAbroad) May 12, 2015
"There is no strategy. You will get through this." Looking fwd to 'Things We Learned In The Fire' from @GSofA #MTWEdinburgh
— Jo Cowper (@jocowper) May 12, 2015
@GSofA needed to target comms to staff, alumni, students, prospective students and wider community within hours of the fire #MTWEdinburgh
— Culture Republic (@culture_public) May 12, 2015
Positive message – life would go on (after Mackintosh Building fire) @GSofA #MTWEdinburgh
— Emma Mortimore (@ZuzuEmma) May 12, 2015
Managing the fallout from the fire – amazing story of responsive comms from @GSofA #MTWEdinburgh pic.twitter.com/7A6K0O7p6B
— Jo Cowper (@jocowper) May 12, 2015
The day’s penultimate speaker was Alex Hinton from National Museums Scotland on the marketing campaign for the Museums’ recent blockbuster Game Masters exhibition on the evolution of video games.
Fascinating – internal segmentation of @NtlMuseumsScot audiences were tested/applied to marketing Games Masters #MTWEdinburgh
— Culture Republic (@culture_public) May 12, 2015
Front of house staff for Games Masters were not ‘museum people’ but were gaming enthusiasts excited to engage with visitors #MTWEdinburgh
— Culture Republic (@culture_public) May 12, 2015
A truly targeted multi-channel approach spelled success for @NtlMuseumsScot #knowyouraudience #MTWEdinburgh
— Jo Cowper (@jocowper) May 12, 2015
The final speaker of the day was Jack Harris from Shakespeare’s Globe on the launch and impact of Globe Player.
.@jacquesharris explains the challenge of launching a video platform whilst managing daily activity #MTWEdinburgh pic.twitter.com/rnb1ZV4X8s
— Adam Coulson (@CoulsonAJ) May 12, 2015
The Globe Player is a platform offering full-length HD versions of over 50 Shakespeare productions at the Globe for users to rent or buy. It is linked to the theatre’s Globe on Screen project, showing Globe productions to cinema audiences.
Fascinating insight into the technical challenges of changing cinema ready film to stream online for @The_Globe #MTWEdinburgh
— Culture Republic (@culture_public) May 12, 2015
Be adaptive: it's a vital part of driving big results on a small budget for @jacquesharris of @The_Globe #MTWEdinburgh #globeplayer
— Jo Cowper (@jocowper) May 12, 2015
There was a real international audience for @The_Globe Player player. 174 countries & over 1/3 of visitors were from the USA #MTWEdinburgh
— Culture Republic (@culture_public) May 12, 2015
The day closed with a final Q&A, networking while the conversation continued via Twitter.
Really interesting afternoon with great presentations on such a variety of campaigns. Some nuggets to take away from the day #MTWEdinburgh
— Solar Bear (@TheSolarBear) May 12, 2015
3 hours, 6 presentations, 8 inspirational speakers, LOTS of coffee & cake. It's been fun! #MTWEdinburgh https://t.co/1WnHGvOLdf
— Jo Cowper (@jocowper) May 12, 2015
Main image credit: Culture RepublicWe were at a conference in Edinburgh today – many thanks to @culture_public for a great day! #MTWEdinburgh pic.twitter.com/v0gmlK9cNP
— Fèisean nan Gàidheal (@fngaidheal) May 12, 2015