MEIEA Dove Awards MTSU Cyber PR Case Study by Charlie Dahan.

1. The 2012 Dove Awards Cyber
PR Marketing Plan by the
Advanced Cyber PR Class
®
®

2. Charlie B.
Dahan
7

4. A process where:
Social Media (w/
engaged behavior),
P.R. (outreach & some
processes)
Analytics
Direct to Fan and
Online Marketing
intersect.

5. First RIM 4130 - Cyber PR in the
Entertainment Industry class offered
in Fall 2011
Spring 2012 - 2 RIM 4130s and one
Advanced section, RIM 4230, offered
#CyberPRMTSU

6. First 5 weeks - “Boot Camp” &
group projects (Facebook, Twitter,
Pitch, Demos)
Next 4 weeks - Cyber PR analysis,
analytics, marketing theories & case
studies. Guest speakers (Ariel
Hyatt, Ian Rogers, Jay Frank,
Cassie Petrey, Bobby Owsinski)
Final 6 weeks - group project
promoting artist.
G
A
P

8. Why The Dove Awards?
Emphasize skills that are transferrable to different industries
Offers multiple talking points
The Dove Awards provide the students the opportunity to work on /
with:
brand management
brand development
not for profit / charity
music
live event
TV Show

9. Our Partners / Sponsors &
Mentors

10. Tools Used:

11. The Cyber PR
Krewe
Alicia Adams (CPRC)
Rachel Cunningham (CPRC)
Andrew Ferguson (CPRC)
Jared French (CPRC)
Spencer Green
Julia Grimoldi
Cynthia Parkhurst

12. Our First
Class

13. The ultimate goals: initiate / stimulate dialogue and
create content.
Links to video of meeting with Jackie Patillo:
Part 1 - bit.ly/K8mAQw
Part 2 - bit.ly/K8mSqB

14. Alicia Adams
Rachel
Cunningham
Andrew Ferguson
Jared French
Spencer Green
Julia Grimoldi
Cynthia
Parkhurst
Dylan Phillips
Cory Smith
Ashton Streifert
Garret Thomson
Angela Walton
Social Media
(SM)
PR (PR)
Content Creation
(CC)

15. Social Media Team
Social Media / Direct to Fan (SM)
Creation, promotion & Maintenance of Facebook, Twitter &
YouTube pages
Create & maintain “Email for Media” campaign (Topspin)
Identify other possible social media outlets & create
campaigns for them
Create engagement contests
Identify & engage with appropriate groups, festivals, etc
(coordinate with PR)
Live blogging at events
Analytics of campaigns using Next Big Sound, Topspin,
etc.

16. PR / Website Team
Creation, editing & submitting for approval of Press Releases
Identification of appropriate blogs, podcasts & videocasts
Identify & engage with appropriate groups, festivals, etc
(coordinate with SM)
Create contests & incentives for the above
Creating & promoting channels / playlists at Spotify, Rdio, MOG
Create streaming media widgets for website, social media
pages, etc (via Topspin)
Identify changes needed to DA & GMA website - suggest &
oversee their implementation
Wikipedia pages, RSS, Tumblr
Analytics of campaigns using Next Big Sound, Topspin, etc.

17. Content Creation Team
Curate & identify content for promotional use from GMA,
artists, labels,etc
Identify & aggregate appropriate ‘published’ content for
YouTube channel, etc (coordinate with SM group)
Create new content for YouTube channel, etc.
Streaming events
Coordinate, create and send email newsletters (via
Topspin)
Analytics of campaigns using Next Big Sound, Topspin,
etc.
Create and coordinate content creation contests.
Flickr, Instagram, etc.

18. Analytics
Colin Willis from Next Big Sound
Part 1 - bit.ly/wlVuyn
Part 2 - bit.ly/yKFRRb
Part 3 - bit.ly/wQUhhZ

19. Social Media Team
To increase and engage the online Christian
music community through promotion of the 2012
GMA Dove Awards & future Dove Awards.
To centralize and build the Dove Awards’
brand on social media by increasing and
engaging the Christian music community.
To establish an online community and engage
those interested in Christian music in order to
promote current and future Dove Awards.
>>

20. Content
RTs, @ replies, #MM & #FF
Daily Themes (above), Bible verses &
inspirational quotes on photos
#ToTheDoves & other #hashtags
& keywords
...And Appropriate format for FB, YT, etc

21. PR Team
Website: Email For Media widget for newsletters through
Topspin, link to all Dove Awards media and social media
outlets, suggest some user-friendly changes for websites.
Wikipedia: Update official Dove Awards page with a
comprehensive list of awards and winners and remove
negative sections that could harm their reputation.
Streaming Media: Topspin streaming player of 2 free tracks.
Generate a working Spotify playlist with all nominees
represented, in addition to replicating the playlist on streaming
sites like MOG and Rdio.
Blogs/PR: Pitch to blogs and podcasts , i.e. Christian, gospel,
praise and Atlanta-based media.
Create contests for fans & blogs.

22. Email for
Media
Widget
Placed the sharable widget on
website and social media
properties
Tracks donated by
Brian Free & Assurance “Never
Walk Alone” &
Shonlock “Hello”

23. Contests
Hear It First
Woobox
Twitter
Facebook

24. Content Creation
Documentation & Live Blogging: Film & take pictures
of Dove events. Interview artists, presenters, etc.
Create Content: Cull video, photos & other media from
Dove Awards archives for use by SM & PR teams. Edit
content using Final Cut X & Apple’s Compressor for
YouTube use.
Content Aggregation: Gather video and photos from
various sources (YouTube, Flickr, Vimeo, etc) to YouTube
channel, etc.
Newsletters / Email list: design, send & measure
numerous consumer emails
Analytics Gurus

25. Some Results
&
Observations
&
Observations

26. Initial Numbers:
- 0 (new page)
- 1960
- 0
-0
-0
-0
Ending Numbers:

27. io
at
in
om
N
Aw
ard
ns
0)
30
(+
st
1
ai
Em
as
l
B
l
Sh
o
w(
+9
00
)
0)
10
(+
t
A
ir
on
G
C
M
+2
(
0)
0

28. Engagement
12% of our tweets caused an
@reply
54% of our tweets were RT’ed
Each RT was RT’ed avg. of
5x

29. ai
l
(+ Bla
12 st
0) /
Co
nt
e
)
m
st
55
(+
E
ds
ar
1s
t
w
A
0)
tions (+4
Nomina
PAGE LIKES

30. YouTube Activity = More
Followers & Engagement

31. Overall Engagement

32. Facebook Ads
Our first Facebook Ads just stated the information about the Dove
Awards.
We found success associating The Dove Awards to liking
something else or using a photo of a Christian artist at the Dove
Awards.

33. From 0 to 465 in 60
Days

34. Emails
90% open rate
25% click thru / email sent rate
CTR primarily to Social Media
properties CTAs
>1% unsubscribe rate

35. You Haven’t Lived as a Teacher Until...

36. You’ve Seen You Students Dressed Like This!

37. bit.ly/DoveAwardsCaseStudy201
2
Any Questions, Comments,
Clarifications or Ambiguities?
@indielabelnews
cdahan@mtsu.ed
u