Anyone that knows Aruba, knows that our community is at the heart of everything that we do and we realized that we were missing out on a huge opportunity to generate excitement and engage onsite and remote community members.
Company: Aruba, A Hewlett Packard Enterprise Company
Entry submitted by: Pegah Kamal (Social Media Manager)
Community: Airheads Community
Facebook: Aruba Networks
Lithy category: Surprise & Delight
Aruba, a Hewlett Packard Enterprise company, is redefining the intelligent edge with mobility and IoT solutions for organizations of all sizes globally. The company delivers IT solutions that empower organizations to serve GenMobile – mobile-savvy users who rely on cloud-based business apps for every aspect of their work and personal lives – and to harness the power of insights to transform business processes. With infrastructure services offered as software from the public or private cloud, Aruba enables secure connectivity for mobile and IoT — under one roof. Aruba allows IT professionals to build networks that keep up with these changes by migrating away from expensive-to-operate and proprietary infrastructure.
Our unique marketing campaign
Every year we host one of our biggest events, Aruba Atmosphere, which brings the heart and soul of the community together for 6 days of content rich experiences through our technical sessions, innovation product zones / technical demos and keynotes. Anyone that knows Aruba, knows that our community is at the heart of everything that we do and we realized that we were missing out on a huge opportunity to generate excitement and engage onsite and remote community members. ATM Activate campaign was created to bring the community together and extend the life of the event to our digital audience through cross platform and channel integration with our social media channels, community platform and event mobile app.
Our strategy really focused on leveraging the personal and professional development interests of our community by creating content and opportunities that also tapped into their sense of humor.
Our first objective was to drive awareness and engagement through innovative and socially creative tactics that empowered our internal and community influencers. Our second objective was to create an integrated approach that provided access and insight to the event content and activities via community platform, social channels and event mobile app.
Our goals were to generate 200 contest entries, achieve 1,000 Facebook live views and generate 50,000 social engagements.
Our plan to deploy our community to promote the campaign
We honed in on our targeting by executing a re-targeting campaign that leveraged an Airheads and Atmosphere attendee look-a-like audience across our social channels. In addition, we seeded content pre, during and post event leveraging Facebook, Twitter, Airheads Community platform and event mobile app. Below is a list of our tactic on how we achieved our goals and objectives.
A. Creating an Atmosphere attendee private group within Airheads community that would house event content.
Page Description: Designed by engineers for engineers, Airheads at Atmosphere lays out the technical vision of cloud networking and “smart spaces,” plus today’s innovations in intelligent access. Keynotes and hands-on sessions teach you how to: close security gaps while supporting the workplace flexibility and collaboration tools needed for organizational creativity; redefine the value of IT; and help your organization gain an innovation edge.
B. Leverage Twitter polls to give the community the opportunity to influence what games we would have in the lounge (after all the lounge is for them).
C. Paid and earned social promotion for all community related activities and content at the event.
D. Co-created content with an Airhead and fellow industry influencer to generate excitement about the new venue.
E. Use our community matters blog to promote the event and share event content afterwards.
F. Establishing an ‘Airheads home base’ where an attendee could recharge, take a mental break by testing out their Rockband / classic arcade game skills, learn about the community and become a member.
G. Executed a Chief Airhead selfie contest, that encouraged attendees to find our community manager, take a selfie and post it on social media.
H. Developed a new Facebook live video series, Between 2 APs, hosted at the event which tapped into the funny bone of our community
I. Community SSO registration and social integration in the event mobile app to drive awareness about the community, community registration, social contests and the Arubacade (social lounge).
1,400 new registered members, 47% over our monthly average*
o *Average is from new monthly members generated from 11/16 thru 2/17
The exposure to our Chief Airhead and the extended community and social team- helped drive that human connection with our community and brand, which is imperative in this digital age where anything is instantly accessible through a simple Tweet. The lounge experience brought the community together by common interests in video games, like Rockband. It created a moment where paths that normally would not cross, did and they played and sang their hearts out like the true Rockstars that our Airheads are.
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