AGILITY@work
As earned media rapidly continues to evolve, communications professionals need to evolve, too. To move in real-time. To move with even greater agility. AGILITY@work is the social hub dedicated to agile engagement, sharing the tips, tools and best practices to navigate and succeed in today's changing media landscape. Learn more >

2011 WINNER
Motion Marketing & Media

Meet Michigan

St. Jude Children's
Research Hospital

Leveraging Reality TV Feature

CAMPAIGN OBJECTIVE
To join the conversation around a reality TV show by updating our social media fans with real-time results during each episode.
 


Byron Fernandez
Job Search

CAMPAIGN OBJECTIVE
Conduct a job search PR/marketing campaign via earned media and personal branding to obtain a career within content, inbound marketing niche.

 

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RUNNERS UP

CAMPAIGN OBJECTIVE

The M3 Special PRops (short for special PR opportunities) team used social media from all 83 counties in Michigan in two weeks. The idea was to show how the idea of "local" is changing, spread positivity for our state and showcase the power of social media for businesses great and small. Objectives: * Check out Michigan’s business climate (how is it really fairing?) * Understand how people view the state (is it as negative as everyone thinks?) * Promote tourism and positivity in Michigan * Show how social media can have a positive impact on businesses and communities * Introduce M3 to a statewide (and national) audience.

STRATEGY
Four members of M3’s Special PRops (short for Public Relations opportunities) team, took turns exploring and reporting on different legs of the trip. M3 met with business owners, community leaders and residents to get a better understanding of how people view the economic climate and gauge how social media affects their attitudes. #MeetMichigan Tactics M3 used popular social media outlets through the entire state, using blogs, photos and personal accounts to tell the Michigan story. They also recorded dozens of hours of travel footage to create a “#MeetMichigan in Six Minutes” video so the tour can live on.

RESULTS
While 11 days and 4,000 miles on the road are impressive numbers, it gets better. * M3’s increased its social media score by 20 points, cementing @m3_group as experts on Michigan, Detroit and social media. * One of M3's accounts climbed from a global ranking of No. 16 million on Twitter to No. 10,000 in two weeks. * M3’s account also ranked No. 832 in the entire nation for popular Follow Friday (#FF) recommendations. * M3’s website received 6,013 hits between June 21 and July 11, 2011. * M3 interacted with hundreds of people, as well as top Michigan brands such as Domino’s, La-Z-Boy and Ice Mountain Water. The businesses using social media had a generally positive outlook on Michigan’s economy, due largely to the fact they have a direct line of communication with their customers. No longer do businesses rely on traditional media alone; they can now have a two-way conversation with customers and potential customers while delivering products and services people are asking for. They’ve found great success in their communities, and feel that in order to help turn Michigan’s economy around, more businesses should support local and Michigan-made products as well as the use of social media.