This is a practical story with a social mia moral: when in doubt, overtake. More precisely: overtake yourself and your organization. In this case, it concerns a large government organization that approach us in December 2011. Request: develop an online campaign for a regional B2B sustainability conference and ensure that 400 sustainable entrepreneurs register. Time frame: 2 months. The story also has a happy ending: 525 paying participants who forg sustainable business plans through spe dating. Thanks to word of mouth and conversation management .
Old customs in an online playing field
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 LinkIn network from iceland phone number list he content, start a conversation in LinkIn groups relevant to you about the conference themes and involve tweeting conference speakers in creating an online buzz. But that immiately present 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 start with social mia themselves, for fear of reprimands from their superiors. This morality runs quite deep, as evidenc by the fact that these civil servants cannot
Necessity breaks laws
At the same time, the client realis that the conference was an excellent opportunity Commitment instead 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 allow to help to use social mia not corporately but bottom-up. All civil servants involv became conversation managers in no time and were now allow to catch up online when in doubt. The buzz creation could begin, partly thanks to the efforts of influencers such as Ruud Koornstra atb directory Douwe Faber and other high-profile sustainable entrepreneurs. This result 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- overcoming common challenges in data exchange makers) were present at the conference. This was because the civil servants – especially the advisors – personally invit relationships (peer-to-peer).
