Sony BMG / Galleon. Community Builder

Apollo's Pad is an off-the-wall online entertainment show produced by Sony BMG and Galleon plc. Think the Muppets on crack and you get the idea.

The challenge

The show was new and needed an audience. The problem was the target 16-24 audiences are hard to pin down - they're disparate and fickle.

The results

To build the community we put into place a wide-ranging digital marketing strategy encompassing social media marketing, online pr, search marketing and eCRM (customer relationship management).

We delivered the following services:

• Vision Day
• Social Media Roadmap
• Community Builder
• Insight and Innovation

Vision Day

We helped the client build a clear understanding of their objectives and develop a vision for how they could be achieved. This included research, brainstorms, workshops and a full report with recommendations.

Community Mapping

We developed a complete roadmap for building an active online community around the Apollo's Pad brand.

Technical Plan

We planned and created the website architecture and technical specification for the website. This included video streaming, full community features and e-commerce functionality.

Marketing & PR Strategy

The marketing strategy took in a full social media marketing and online pr plan and search optimisation (seo) and ppc.

Business Plan

We developed plans for monetising the website including models for e-commerce, advertising and subscriptions. We also created a strategy for the development and management team.

Community Builder

We delivered a range of services in order to build a community around the Apollo's Pad brand:

Community website design and build

We managed the complete design and build of this community and e-commerce enabled site.

Using outreach to find influencers

We joined conversations in communities on the web and discovered key influencers to help us spread the word.

Engaging social networks

We understood the audience didn't always want to come to the Apollo's Pad website - they were happy in their own communities so we helped them by setting up groups where they were, for example on YouTube or Facebook, and took content to them.

Spreading the word through Online PR

We built relationships with influential press and bloggers. Press releases were optimised for search and seeded online. We created a press toolkit where press and bloggers could pickup useful content they could use to talk about Apollo's Pad, from character biographies to images.

Community management

We built long-term relationships with members and the wider community using customer relationship management techniques. Activity included email marketing and cultivating and moderating the community conversations both in our groups on the social networking sites such as Facebook and on the Apollo's Pad site. More about our Community Builder service.

Search

We achieved high positioning in Google for targeted keywords such as 'funny videos' through a full search optimisation (SEO) and PPC campaign.

Insight and Innovation

We were able to benefit from listening and engaging with the community to help develop new ideas for the show:

Co-creation of story ideas

We listened to the communities online and fed back ideas to the show producers - helping them create highly targeted content based on real conversations happening out on the web. This proved to be extremely popular.

Email us or call us on 01273 689 672 to see how we can help you.