Larry BraunerAt the Search and Social Leadership Forum, hosted by the Business Development Institute and NYU Midtown and sponsored by Digital Brand Expressions, Julie Sun presented a fascinating MTV Movie Awards case study.

Julie documented her team’s successful orchestration of a combined social media and PPC search campaign to engage stakeholders and win share of voice the night of the event.

Julie SunA key part of the MTV strategy was to make it simple for people to join the conversation, especially those people who do not readily share. This was achieved by directly embedding the conversation in the event’s web pages.

The night of the awards, not only did Julie’s MTV team monitor sentiment online, they also looked for breaking news on the ground. Stories were immediately posted online, thereby fueling the enthusiasm and feeding the social media conversation.

Julie also pointed out that MTV’s social media success was due as much to months of preparation as it was to expert execution the night of the event.

Comments

Leave a Reply