Company: Aruba, a Hewlett Packard Enterprise company
Company background: Aruba, a Hewlett Packard Enterprise company, is a leading provider of next-generation network access solutions for the mobile enterprise. The company hosts its technology advocates on the Airheads Community, a place to get technical answers and also share some lessons learned in the field. On an yearly basis, Aruba brings together their digital community members to a face to face meeting at Atmosphere across all regions (AMS,EMEA,APJ)
Contact: Cristina Dumitrache
Title: EMEA Digital Marketing Manager
Related URLs: https://community.arubanetworks.com/ | https://www.arubanetworks.com/emeaatmosphere/ | https://community.arubanetworks.com/t5/Technology-Blog/Internet-of-Threats/ba-p/442785
Lithy category: B2B Community Innovator
1. Describe the innovation(s) and how you settled on the decision to innovate (user request, Lithium suggestion, internal idea, etc.)
Atmosphere is an Aruba organised event for networking experts showcasing the brand’s vision for digital transformation, technical innovations and intelligent access. The focus for the 2018 event was how optimising user experience and meeting technological demands, whilst mitigating the associated security and networking risks, can be achieved.
The objective for the Atmosphere‘18 EMEA campaign was to engage Aruba’s Airheads Community and social following, during the 3 month run up to, during, and post the event.
In order to sustain audience engagement throughout the campaign duration, the approach was to focus campaign comms around one core asset, which could be used to:
An online survey acted as the core campaign asset, with content aligned to the event focus, Aruba’s 2018 business vision, and key topics of discussion in the networking community.
2. Tell us about how you made it happen Did you stage it first, who got an early look, how you drove adoption/use, and any iterations you had to make to get it right.
Survey content and structure
Questions covered prominent topics of discussion within the networking community in order to spark interest amongst the campaign target audience, as well as align to the Atmosphere‘18 EMEA event focus.
A combination of multiple choice questions were drafted to minimise effort to complete, with two free text questions included at the end to encourage respondents to pose a question for the post event Twitter Q&A, and state which topics they’d be most interested in discussing during the Airheads ‘track talks’ at the event itself.
The Atmosphere event website was the place where Airheads Community members could this year register or win a ticket to attend the event. Hosting the survey on this years Atmosphere site was therefore essential to optimising campaign performance by increasing the likelihood of target audience participation, whilst also controlling the quality of responses and subsequently the credibility of survey content outputs.
The survey was highlighted in the event’s home page tiles .
An integrated digital approach across eNewsletter, brand and influencer social, the Airheads Community site, and webinar, was used to promote survey participation in addition to sales enablement email comms. The survey was also incentivised with a free event pass and accommodation.
Within a few weeks of the survey being live, question responses provided real insight into our target audiences’ key concerns, opinions and predictions around networking in 2018. These themes were used in phase 2 promotional comms messaging as teasers to further increase survey participation and thus feed into the core asset.
3. What were the results? Tell us how it impacted your customer experience or the outcomes you seek as a business.
Campaign Performance_ Highlights
–190 survey completions
–25.3% conversion rate on the survey webpage vs. page views
–Insight into target audience opinions on key industry topics, for example:
–Campaign hashtag #ATM18EMEA had 6.6M impressions/reach throughout campaign duration
–High engagement levels on wrap up blog page evident, with time on site exceeding 4 minutes
Campaign performance_ Key takeaways
The #ATM18EMEAAirheads campaign performed well as a content engine, delivering multiple roles over the campaign period:
1. Reinforcing Aruba’s position
The social campaign reinforced Aruba’s expertise, demonstrating that they continue to be at the forefront of the IT networking and security field and that they are listening to their users and community members.
2. Informing future content
The survey worked as a research tool informing content for all teams. The key themes and topics that emerged from the survey results can be used to inform future content across channels which key decision makers and industry experts are interested in, as well as drive sales conversations and future marketing campaigns.
3. Survey informed Airheads Community event discussion topics
The survey became the creator of campaign content across social, the Twitter Q&A, and post event blog.
Emerging insights were used to guide ongoing campaign comms and maintain audience engagement, driving both active interest in the form of survey completions and social interactions, and passive interest via social reach and web visits.
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