Challenge: Rupert Murdoch and News Corporation launched a newspaper  exclusively for iPad users called The Daily.  We were tasked with  spearheading the social media side of the  launch promotions. This specifically included  blogger outreach and social networking site  profile management. 

While the initial task was helping promote The Daily through social media, upon launching a  new challenge presented itself. As with all  emerging technologies, there were some  glitches/issues with users downloading and  using The Daily. We then  stepped into the role of monitoring and  responding to customer comments and  queries that were emerging in the social  media space. 

Strategy/Tactics: We custom created a universe of around 4,000 online influencers. We reached out  in 3 rounds of messaging to announce  the launch of The Daily and direct them to  an easily copy and paste-able social  media news release.  Our team responded individually to each blogger who replied to our initial emails.  This resulted in hundreds of posts and  millions of impressions. 

As a result of closely monitoring various social media platforms, the team  noticed some user questions and  comments that needed attention from  The Daily. We then   functioned as an extension of The Daily’s customer service team following up,  answering questions, and assisting The Daily users. 

Results: The six-week campaign led to over 250 posts generating millions of impressions. We are normally  able to provide our clients with exact figures on how  many impressions our efforts garnered. In the case of  The Daily, Abraham Harrison was only a piece of the  marketing mix thus exact impressions were difficult to  determine.  Our team, functioning as a branch of The Daily’s customer service team, created over 40 exemplar tweets for The Daily to use when addressing both negative and  positive comments.  We also interacted with over 150 Twitter users during a three week period who were commenting  on issues they were having with The Daily. 

This monitoring and responding on behalf of The Daily helped to quickly address negative feedback and ensure  a positive and successful launch. Through constant  attention to customer needs, coupled with blogger  outreach, the efforts to raise awareness resulted in  positive press and raving customer reviews.

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