Old customs in an online playing field

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Bappy10
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Joined: Sat Dec 21, 2024 5:28 am

Old customs in an online playing field

Post by Bappy10 »

word of mouth and conversation management .

Well, with such a tight deadline, you automatically go into activation mode. The plan was to have all civil servants on the client side connect online with the market. Call to action in a nutshell: place guerrilla banners on the partner sites, activate your LinkedIn network from the content, start a conversation in LinkedIn groups relevant to you about the conference themes and involve tweeting conference speakers in creating an online buzz. But that immediately presented the first hurdle: the government morals in 2012 are still 'when in doubt, don't overtake'. In other words: civil servants do not dare to get started with social media themselves, for fear of reprimands from their superiors. This morality runs quite deep, as evidenced by the fact that these civil servants cannot simply download a tool like Tweetdeck or use their private Twitter account for campaign tweets.



Necessity breaks laws
At the same time, the client realised that the conference was an excellent opportunity brother cell phone list for the organisation to 'sustainably' connect with new target groups. In this case: Northern Dutch SMEs. Given the blitz character of the campaign, they gave in and we were allowed to help to use social media not corporately but bottom-up. All civil servants involved became conversation managers in no time and were now allowed to catch up online when in doubt. The buzz creation could begin, partly thanks to the efforts of influencers such as Ruud Koornstra, Douwe Faber and other high-profile sustainable entrepreneurs. This resulted in 2000 tweets and retweets in one and a half months and 17,000 campaign site visitors (of which 2000 mobile site visitors). Even more important, with a view to the matchmaking objectives, was that the right people (SMEs and decision-makers) were present at the conference. This was because the civil servants - especially the advisors - personally invited relationships (peer-to-peer). Commitment instead of old-school advertising.
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