12. R.A.K 101
• Be genuine. R.A.K. should demonstrate a brand’s attitude,
• Be personal,
• Be compassionate,
• Make it shareable.
• Be generous.
• Have meaning and purpose.
• Get real.
• Don’t intrude, or be pushy, or sell.
• Don’t make R.A.K. too frequent.
14. Engaging content isn’t enough
• 40% = To re
ce ive discounts a
nd promotions
• 39% = To s
how my suppo
rt of the comp
• 36% = To g any to others
et a freebie suc
h as free samp
• 34% = To s les or coupons
tay informed a
bout the comp
• 33% = To g any’s activities
et updates abo
ut future produ
• 30% = To g cts
et updates abo
ut future sales
• 29% = For fu
n or entertainm
ent
• 25% = To g
et access to ex
clusive conten
• 22% = Som t
eone recomme
nded it to me
• 21% = To le
arn more abou
t the company
• 13% = For e
ducation abou
t company top
• 13% = To in ics
teract, share id
eas, and provid A recent study showed that people like brand’s
e feedback
pages on Facebook to get something back
study released at the beginning of 2011
19. What makes these great digital campaigns?
Timely
Innovative Engaging
An idea that
has relevance
Fun Clever
20. An idea that
has relevance
Amplify,Extend
Channels Cross / Upsell What you can achieve
& Interact
Media
Advocacy
PR
Visibility
Digital
Brand
Experiential
education
21. So let’s work like this
What are they all
doing in there?