I’ve had the pleasure of playing piano with the Frank and Walters for 13 years now. As well as crediting them for bringing me on tour around the world playing music, featuring on three studio albums and popping up on TV and radio regularly I can also thank them for inadvertently getting me into Digital Marketing. It was a very different landscape back then featuring Bebo, MySpace and Forums but I learned key fundamental lessons that I still draw on today. I also got to experiment a few campaign mechanics on the band’s accounts to see if they worked before presenting them to a client.
Last week both of my worlds collided when the Frank and Walters’ song “After All” was featured in the finale of the wonderful RTE series “Young Offenders” and the Social Media accounts lit up and the band began trending on Twitter. I drew on my previous experience of maximising off-line coverage to build on-line conversation. So if your brand has some offline activity that could benefit from an online push then hopefully these tips will help.
1) Prepare Assets and release at the perfect time.
If you have Radio, TV or Print activity scheduled then seize this opportunity to complement with Digital Activity. The band knew the timing of the broadcast last Thursday night so we had the following assets ready.
— FrankandWalters (@frankandws) March 15, 2018
You can also retweet previous content back into the newsfeed of your followers when that topic is back in current conversation.
— FrankandWalters (@frankandws) March 10, 2018
Embracing live social conversation means embracing a dialogue and not treating your channels like a one-way broadcast. This also makes the activity a lot more enjoyable like finding out someone had updated the Frank and Walters Wikipedia page to include The Young Offenders’ character Billy Murphy. That was actually such a good idea I wish I thought of it! It was certainly worth sharing on Twitter and on Facebook but as with all user-generated content, it’s best practice to credit the creator.
An offline event such as this will generate conversation and followers may tag you in this conversation with your Twitter handle. However, there will be a lot of conversation generated that you won’t be tagged in. This is an opportunity to jump outside of your community (those who know or follow you on Twitter) and to build your community by talking to those who haven’t tagged you.
Supporting offline content with online content shouldn’t be a case of simply duplicating it on all channels. Ideally, the online content should be complementary or additional to the offline experience. Remember, you have full control over your online spaces to afford yourself more editorial freedom and expand on the theme. This is an optimal opportunity to give a “peek behind the curtain” to invite viewers further into the experience. The Young Offenders’ producer Mairtín de Barra kindly captured the band’s reaction to the cast singing ‘After All’ at a live screening of the episode in the English Market.
A brand’s digital spaces allow them to continue the conversation after the event. Ideally, this is presented in a value-adding and engaging format. For this one, we chose to use Facebook’s poll option to ask the community which cover-version of ‘After All’ they preferred – Billy Murphy from The Young Offenders or famed Irish Showband singer Joe Dolan.