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![Page 1: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/1.jpg)
LOGO
Amtrak Alexandra KoganAll aboard the storytelling express: Amtrak’s approach to engaging content
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 37Chicago10-28-2015
![Page 2: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/2.jpg)
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ALL ABOARD THE STORYTELLING EXPRESS:
AMTRAK’S APPROACH TO ENGAGING CONTENT
![Page 3: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/3.jpg)
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INFLUENCER PARTNERSHIPS: AMY MERRICK
• Instagram influencer with engaged audience of 100k+
• Train lover!
• Representative of a millennial looking for experiential travel and self discovery
• Experience working with brands but maintained authentic, original voice
• Personalized the brand for and paved the way for replicative experiences
![Page 4: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/4.jpg)
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AMY MERRICK
TAKEAWAYS
• Small partnerships can have a big impact
• One curated influencer can do more than 10 generic ones
• Showcasing your product in a different light can generate new interest in old things
![Page 5: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/5.jpg)
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INFLUENCER PARTNERSHIPS: WARREN G
TAKEAWAYS
• Don’t be afraid to go a little left of your brand
• Blog and Spotify: Align platforms with your influencers and their wheelhouse
• Driving traffic from Twitter to the blog with exclusivity
![Page 6: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/6.jpg)
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KEY TAKEAWAYS
• Align with an influencer predisposed to your product, service or industry
• Encourage transparency and candidness
• Agree on contracts and social reciprocity before launch
• Link your influencers’ experience with how your customers can replicate it
• Guide your influencer towards highlighting your key value propositions
• Set benchmarks with ROI, engagements, impressions, etc.
![Page 7: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/7.jpg)
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INFLUENCER PARTNERSHIPS: PASSION PASSPORT
• Unique group of millennial travelers with artistic skill sets
• Engaged with one another in building community
• Interested in transportation advocacy
• High social following among a number of platforms
• Integrated on-board experiences with off-board experiences
• Showcased Amtrak as an incubator for thought leadership and one-on-one/group bonding experiences
![Page 8: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/8.jpg)
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INFLUENCER PARTNERSHIPS: PASSION PASSPORT
![Page 9: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/9.jpg)
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INFLUENCER PARTNERSHIPS: PASSION PASSPORT
![Page 10: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/10.jpg)
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INFLUENCER PARTNERSHIPS: PASSION PASSPORT
![Page 11: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/11.jpg)
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INFLUENCER PARTNERSHIPS: PASSION PASSPORT
![Page 12: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/12.jpg)
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INFLUENCER: PASSION PASSPORT RESULTS
RESULTS:
• 1.5M engagements
• 75M impressions
• Thousands of images
• Word of mouth promotion
TAKEAWAYS
• Agree on contract specifics;
don’t anticipate influencers will
understand red tape of major brands
• Pick influencers that align with your brand
• Don’t underestimate the time to curate
an experience: leverage internal and agency resources
![Page 13: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/13.jpg)
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AMTRAK RESIDENCY
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AMTRAK RESIDENCY: HOW IT ALL BEGAN
“I wish Amtrak had
residencies for writers.” Alexander Chee
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AMTRAK RESIDENCY: A HIGH RISK WITH A HIGH REWARD
“Train time is found time.” Bill Wilingham, Amtrak Residency Writer
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AMTRAK RESIDENCY: RESULTS
RESULTS
• 16,000+ entries
• Impressions by residents: 10,000,000
• Total impressions: 100,000 of millions
• Earned media value: $25M
TAKEAWAYS
• Encourage transparency and have the
organizational tolerance for risk-taking
• Turn participants into brand ambassadors
• Facilitate the cycle between social and
traditional media
![Page 17: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/17.jpg)
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KEY TAKEAWAYS
• Social listening and your customers can be your best source of ‘trainspiration’
• Anticipate criticism and plan accordingly
• Use exposure to highlight other initiatives or start a conversation
• Turn participants into brand ambassadors
• Partner with other relevant brands for a halo effect (Random House)
• Maximize initiative’s content across platforms
![Page 18: Amtrak: All aboard the storytelling express: Amtrak’s approach to engaging content, presented by Alexandra Kogan](https://reader031.fdocuments.in/reader031/viewer/2022030219/588526551a28abf7538b650b/html5/thumbnails/18.jpg)
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QUESTIONS?
Julia Quinn, Director of Public Relations:
@juliaquinn
Alicia Lee, Senior Communications
Specialist: @missanlee
Alex Kogan, Senior Communications
Specialist: @alexkogs
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Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 37Chicago10-28-2015