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Connecting with Social Advocates. QueenPin Event Overview. It’s Not a Bowling Event… It’s THE After Hours Event Every Blogger Wants to Attend. "marketing is no longer about awareness and reach (who is not aware of Walmart?) it's about engagement“ - John Hayes, CMO American Express.

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Presentation Transcript
Connecting with social advocates

Connecting with Social Advocates

QueenPin Event Overview


It s not a bowling event it s the after hours event every blogger wants to attend
It’s Not a Bowling Event…It’s THE After Hours Event Every Blogger Wants to Attend


"marketing is no longer about awareness and reach (who is not aware of Walmart?)

it's about engagement“

- John Hayes, CMO American Express


Queenpin overview engaging with real time media
QueenPin Overview not aware of Walmart?) engaging with real time media

  • QueenPin is the interactive brand influencer event including some of the most influential female bloggers in the space today. Over 700 highly connected guests will enjoy an exciting evening of bowling, music, celebrities and networking.

  • Event sponsors benefit by building direct relationships with advocates who are looking to go beyond the sample and connect directly with their favorite brands. Many relationships built at last year’s event, BowlHer have extended into brand campaigns throughout the year.

Danielle Smith of extraordinarymommy.com &

Audrey McClellan of momgenerations.com


Creating talkable engagement
Creating Talkable Engagement not aware of Walmart?)

  • The QueenPin event serves as an brand connection aperture. Great opportunities exist to create meaningful brand engagement before, during and after the event. From shopping immersions and sampling opportunities to digital and real time media creation, attendees connect with QueenPin sponsors during the weeks leading up to the event.

Talkable Moment - Campbell’s provided surprise meals to attendees families, taking care of them while their Mom’s were out town.


Bowlher09 generated high engagement
BowlHer09 Generated High Engagement not aware of Walmart?)

  • 650 event attendees

  • 456 Facebook fans

  • 538 Twitter followers

  • 3,000+ Tweets

  • 7,000,000+ Twitter “reach”

  • 222 blog posts & 1,185 blog comments

  • 2,267 Flickr photos

  • 29 YouTube videos

  • 109,000 Google search results

  • 13 corporate sponsors

  • $500 raised for Autism Speaks

  • Top 10 Twitter trend leading up to event

http://www.youtube.com/watch?v=_F8657hRpgk


Lucky strike new york city new york
Lucky Strike, New York City, New York not aware of Walmart?)

A sneak preview of Lucky Strike gave members an idea of what to expect, building anticipation even more.


A collective concept
A Collective Concept not aware of Walmart?)


Looking to make connections
Looking to Make Connections not aware of Walmart?)

Members hope to improve upon last year to make more connections with other bloggers and brands


  • Media Producer

  • detroitmommies.com

  • giftfullysimple.com

  • Over 20K direct network nodes

  • Monthly reach of 1MM+


The Social Fabric not aware of Walmart?) TM discerns the message.

Is it noise or a choir?


The path to purchase has changed the funnel no longer exists
The Path to Purchase has Changed not aware of Walmart?) the funnel no longer exists

Visit

Website

Whrrl

Check in

Upload a

Picture

Store

Visit

Google

Search

Read

Blog

Purchase Product

Share

Opinion

The new customer shopping path creates many new engagement touch points, good social marketing can integrate your content at each node

Source: Open Brand by Kelly Mooney, used by permission from the author


1 800 flowers gold sponsor
1-800-Flowers Gold Sponsor not aware of Walmart?)

  • Collective Bias will work with 800-Flowers to create and activate effective social listening and subsequent awareness programs before, during and after the QueenPin 2010 Event

  • By seeding a new social media community focused on those topics that support the 1-800-Flowers business model, 1-800-Flowers will help orchestrate the conversation about flowers and their many uses.

  • Collective Bias will influence the relevance of 1-800-Flowers year round and drive the decisions made along the purchase path

  • The attached Activation Summary is an example of what we will do. A final version will be crafted with 1-800-Flowers.


Strategic community building
Strategic Community Building not aware of Walmart?)

Collective Bias employs a rigorous 3-step process developing a brand advocacy community or campaign


Community thoughts
Community Thoughts not aware of Walmart?)


Thank you

Thank you not aware of Walmart?)


Gold sponsorship opportunity at queenpin
Gold Sponsorship Opportunity at QueenPin not aware of Walmart?)

  • Gold Sponsors

  • Sponsorship of 2 bowling lanes

  • Event signage and logo inclusion on lane

  • Branding on event website

  • Logo presence on a variety of social sites such as Flickr, YouTube, Facebook and Twitter

  • Logo inclusion on step and repeat signage on red carpet

  • Product sampling in gift bag

  • Post-event video reel inclusion

  • 5 event passes

  • Social Media Promotion delivering an audience of 2,000,000 based on one-to-one conversations

Sponsors from last year’s BowlHer had premiere product placement and product sampling opportunities at the event


Silver sponsorship opportunity at queenpin
Silver Sponsorship Opportunity at QueenPin not aware of Walmart?)

  • Silver Sponsors

  • Sponsorship of 1 bowling lane

  • Event Signage and logo inclusion on lane

  • Branding on event website

  • Branding on post-event video reel

  • Product Sampling in gift bag

  • Social media awareness initiative delivering an audience of 1,000,000 based on one-to-one conversations


Additional sponsorship opportunities at queenpin
Additional Sponsorship Opportunities at QueenPin not aware of Walmart?)

  • Lane Sponsor

  • Sponsorship of 1 bowling lane

  • Branding on event website

  • Giveaway at lane

  • Branding on post-event video reel

  • Social Dinner with 10 of our most successful social conversationalists with audiences of at least 100,000 listeners

  • Photo Sponsor

  • Area within bowling alley for photo activity

  • Signage around area

  • Branding on event website

  • Branding on post-event video reel

  • Product sampling in gift bag

  • Food & Beverage Sponsor

  • Signage at bars within bowling facility

  • Branding on event website

  • Branding on post-event video reel


Additional sponsorship opportunities at queenpin1
Additional Sponsorship Opportunities at QueenPin not aware of Walmart?)

  • Billiards Sponsor

  • Logo inclusion on billiard area signage

  • Branding on event website

  • Branding on post-event video reel

  • Entertainment Sponsor

  • Logo inclusion on staging or performance area signage

  • Branding on event website

  • Branding on post-event video reel

  • Swag Sponsor

  • Items must be pre-approved by QueenPin committee


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