Microsoft Shape The Future Round 4 August 6, 2012
Client Feedback Assignment
Per your feedback, we have moved forward with these considerations: • More emphasis on technology rather than specifically Songsmith • More thorough explanation of the Free Wi-Fi
MICROSOFT // Shape the Future / Round 4 2
Objectives Assignment
assignment
qualitative goals
Develop a social media campaign and additional distribution ideas for Microsoft’s Shape The Future (STF) featuring its partnership with VH1’s Save The Music and the Gavin DeGraw music lesson.
• Increase awareness of STF • Highlight Microsoft’s partnership with VH1’s Save the Music • Increase STF’s social media engagement and following • Inspire the public to become involved and contact their government leaders
quantitative goals • Reach and exceed 1 million likes • Gain 100 new Twitter followers per month
MICROSOFT // Shape the Future / Round 4 3
Key Insight Assignment
People want their friends and followers to see them supporting worthy causes on social media networks. Sharing social causes allows them to demonstrate knowledge and support of issues they care about. This also enables them to connect with a community of like-minded people. • 84% of social media users share information because it is a way to support causes or issues they are passionate about* • More than two in five Americans bought a product associated with social or environmental causes in the past year** * According to the New York Times and Customer Insight Group Study ** According to eMarketer Supporting Data
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Vision social purpose
content & value
Current Mission • Drive awareness of STF’s ideals
Current Mission • Feature stories about people, students, teachers and government officials
• Improve education with access to technology in the classroom
New Mission • Build on existing social purpose • Drive awareness of STF’s and STM’s mission • Mobilize our followers to reach global government leaders
• Act as a source of inspiration for fans/ followers
New Mission • Define the issue/cause/mission/solution • Show the impact STF is having through real world stories and updates • Identify the role of fans and followers and how they can make a difference
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What You’ll See
hose things they just have
Campaign Elements
you might not need a subhead,
• Social media content calendar driven by four thought-starting buckets • New look, tone and feel for the program • Two interactive Facebook applications • Additional distribution tactics that promote the campaign outside of social media
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Social Media Content Promoted through STF, STM and Gavin DeGraw Social Media Pages
Gavin DeGraw and VH1 partnership • Generate buzz and excitement about the music lesson and subsequent exclusive content
music and technology in education • Focus on the role technology and music play in empowering children
technology and music fun facts • Diversifies the social media posts, creating interest among our target audience
personal profiles • Spotlight musicians and educators who have “Shaped the Future” through the power or music and/or education as well as students who are being impacted by the programs • Highlight exemplary individuals creating a “feel-good” vibe among followers MICROSOFT // Shape the Future / Round 4 7
Gavin DeGraw Music Lesson and VH1 Partnership • Generate excitement around the partnership with Save The Music and the music lesson featuring Gavin DeGraw
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Music and Technology in Education • Highlight the importance of STF and Save The Music around the world
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Music and Technology Fun Facts • Add value to users’ social media pages without preaching the STF mission and partnership
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Personal Profiles • Promote exemplary figures in education and places where STF is already making a difference
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Social Media Content Calendar Recommendations
• Post on Facebook three times a week Produces 71% higher user engagement than five or more posts in a given week for brands*
• Tweet daily
jeffbullas.com
*http://www.jeffbullas.com/2012/02/29/10-powerful-tips-to-increase-fan-engagement-on-facebook/
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Social Media Content Calendar S
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Social Media Content Calendar S
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Social Media Content Calendar Example Tweets To Generate Hype
• August 15 - [@MShapeTheFuture] Really excited to announce our partnership with @GavinDeGraw and @VH1savethemusic! #STFSTM • August 18 - [@MShapeTheFuture] @GavinDeGraw will be teaching a music lesson at [school] in LA on 8/21. Like us on FB for exclusive footage! #STFSTM • August 19 - [@GavinDeGraw] So excited to be teaching a music lesson at [school]! Thanks to @VH1savethemusic and @MShapeTheFuture! #STFSTM • August 21 - [@VH1savethemusic] @GavinDeGraw is in LA today teaching [school] kids a music lesson with @MShapeTheFuture [link to FB] • August 21 - [@MShapeTheFuture] Really excited to have @VH1savethemusic and @GavinDeGraw at [school] in LA today for a music lesson! • August 23 - [@GavinDeGraw] I had a lot of fun at [school]! Thanks to @ VH1savethemusic and @MShapeTheFuture and the awesome students! Check out the video [link] MICROSOFT // Shape the Future / Round 4 15
Visual Experience
educate, empower, shape the
The Logo and Tagline
tagline
FUTURE
• Build on original tagline • New tagline speaks to the potential impact on students beyond K-12
facebook.com/shapethefutureproject
• More ambitious
logo design • Build on the original design • Hint at the power of technology • Flexibility in lockup • New, simplified profile image for easy recognition
s
educate, empower, shape the
FUTURE facebook.com/shapethefutureproject
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Visual Experience The Imagery
• Features a variety of musical instruments to highlight the partnership before the event • Will incorporate photos taken from the event post-music lesson • Bright and attractive color pallete • Event-specific profile image for Facebook and Twitter
s MICROSOFT // Shape the Future / Round 4 17
Visual Experience Twitter Background Image
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Visual Experience Facebook Cover Photo
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Facebook Apps Petition App
• Click a dot on the map and sign a petition to urge government leaders to partner with STF • Displays where other users have already signed around the world and displays each user’s personalized message • Provides users with information about where STF is making a difference • Sends petitions to specific government departments after every 500 signatures or every six months
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Facebook App Save The Music Partnership App
• Houses the final cut version of the Gavin DeGraw music lesson • Exclusive interviews with Gavin DeGraw, the students and teachers provide additional content • Photo album gives viewers a glimpse “behind the scenes”
MICROSOFT // Shape the Future / Round 4 21
Promotional Sticker Free WiFi access
educate the • Distribute three different designs at promotional events • Tailor stickers to the event where applicable
FUTURE facebook.com/shapethefutureproject
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facebook.com/shapethefutureproject
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FUTURE shape the
FUTURE facebook.com/shapethefutureproject
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Free Wi-Fi Access
Free WiFi access
• Wi-Fi Sponsorship Campaign utilizing Boingo and their existing 500,000 hot spots • Raise awareness of free Wi-Fi through flyer distribution and signage catered to specific high-traffic areas such as: airports, public transportation, parks and retail centers • Users receive complimentary access to a reliable Wi-Fi signal and brand enjoys 100% voice guaranteed engagement • Advertise sponsored Wi-Fi with informational posters and a landing page (pictured to the right) that encourage users to “Like” STF on Facebook and follow them on Twitter • Give out free laptop stickers in these locations and notify passers-by of sponsored Wi-Fi MICROSOFT // Shape the Future / Round 4 23
Experiential Bus Tour • Travel to major cities like Los Angeles, New York and Chicago, as well as college campuses and high schools • Allow people to play with fun, musical games using Microsoft technology • In order to use the technology, users have to “Like” STF on Facebook at the bus
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In-Store & MSN.com
WiFi access
• Brand Microsoft stores and MSN.com with STF’s new look, tone and feel (as it appears on social media outlets) - Display monitors - Signage - Employee’s uniforms • Feature Gavin DeGraw’s music lesson on MSN.com and in Microsoft stores • Train employees to alert customers of STF and its partnership with Save The Music • Encourage customers to like STF’s Facebook page in-store • Distribute free STF laptop stickers at check out
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Video Competition • Host a nationwide music video competition in middle schools and high schools • Videos are submitted to the Facebook music application, driving “Likes” to the page • Friends, family and fans that “Like” the STF page vote on a favorite • Rewards options: - A live concert by Gavin DeGraw in their school gym - A donation of musical instruments and useful educational tools to enhance the classroom experience (tablets, computers, etc.)
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Microsoft Tag • To appear on the side of the traveling bus, in-store signage in Microsoft stores, on the laptop sticker and on Wi-Fi posters • After scanning, consumers will be directed to the STF Facebook Music App • The tag allows for a more colorful and brand integrated mark than the QR Code
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Spotify Takeover • Spotify currently has over 10 million active free listeners and 1.5 billion Facebook shares • Full-size background skin • Only our display ad is shown at the time • Run for one day or half a day after the final video is released • Much more effective than a banner ad
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