Results Through Social Media

I recently completed an integrated program for the Monterey Bay Aquarium to help announce the opening of their new exhibit, The Secret Lives of Seahorses. This program included print, SEM, radio, DJ chatter, display campaign, contest promotion and a social media strategy.

While I can't go into too many details of the program, I can say that our social media campaign has been a complete success. Initiated months prior to the exhibit opening, our social media program has been a key component in driving results. In fact, the program has resulted in the aquarium 4x'ing their goals in less than month.

Keys To Our Success:
1. We crafted the social media strategy well before any work was ever executed.
2. We developed contingency plans and were prepared to execute on them had anything gone awry. I can't stress enough the importance for pre-planning.
3. We created unique content, which gave increased value and "reason for being" to our effort.
4. Innovation - We looked for, and executed on, strategies that we had never seen before.
5. We integrated our social media program with offline components.

There is a lot more to this story that I will discuss in the near future. Until then, I would love to hear what others are doing to break through the clutter and engage with their customers.

Anyone?

- Chris