Activ8Social Shares How to Be a Social Media MVP
In writing about what B2B marketers can learn from Rajon Rondo’s social media presence, we reached out to Activ8Social, the company behind Red Bull’s #LooseBall social media activation. Co-founder Anthony Caponiti was kind enough to make himself available for an interview about crafting a social media powerhouse. Here’s what he had to say.
How did you go about establishing best practices for social media consulting?
Social media, whether strategic or tactical, is no different than any other aspect of a company’s marketing plan. Best practices are established by aligning the client’s goals and organizational / brand guidelines to measurable KPIs. From there, it’s a matter of blending creativity and technology with effective execution. That’s the simple formula.
How did you cater the strategy to Rajon and his unique skills and persona?
This questions relates to Red Bull’s #LooseBall guerrilla social media promotion in Summer 2010, which was covered by ESPN Boston. The Activ8Social team started by envisioning a creative concept that directly aligned Rondo’s performance on the court with Red Bull, which is a performance lifestyle brand. In Game 2 of the NBA Eastern Conference Finals, despite a 30+ point lead, Rondo inspired the rest of his teammates and Cetlics faithful with the ultimate hustle play by diving to collect a steal he had knocked loose and then subsequently finishing off the play with a layup. It was instantly a classic moment in Celtics lore which we then used as a spring board for the activation.
The #LooseBall scavenger hunt challenged Celtics fans leading up to Games 3, 4, and 5 of the NBA Finals to hustle across downtown Boston for a chance to win 18 prizes from Rajon at 9 (his jersey number) drop locations. Sprinkle in Facebook, Twitter, Foursquare, the Red Bull wings girls, and critical foot and web traffic to on-premise Red Bull accounts and you have an integrated marketing recipe for success. Learn more specifics about the promotion.
I understand that A8S works with athletes to market themselves to the general public, but how would you change the strategy if you were helping a company that marketed to other businesses?
As I discussed in the first interview question, the basic formula does not change whether you are leveraging social media to market a brand, talent, organization, or event. I’m surprised how often digital is left alone in a silo to fight for survival.
Of course, not every client is robust across all digital marketing channels — web, social, mobile, email, paid search, etc. — but developing a strategy that relies on incrementally integrating more consumer touch points whether at a brand level or on a campaign level ensures both measurable results and increased sustainability.
For clients marketing B2B, social media is as much or more about awareness and thought leadership as it is customer service, which is one reason why the infographic has become so powerful.