Final Social Media project

Do you live the
experience?
How Situation Interactive gives life to
digital dreams and realities for the “see-
it-to-believe-it” experience
Brittany Crompton
Social Media Monitoring and Communication
Final In-Class Presentation
MSPC 3050-01

Situation Interactive
An agency dedicated to deepening the world’s
connection with the live experience.
• Theatre
• Live Events
• Arts & Culture
• Sports
• Film
• Television
• Travel & Tourism
Accomplished through:

Situation Interactive’s Homepage
http://www.situationinteractive.com/

What do they do
• Build awareness
• Maximize sales
• Enhance experience
• Build ambassadors
Situation Interactive is a full service digital marketing
agency who provides “innovative, interactive
solutions…backed by strategic planning and supported by
our dedicated team”. (http://www.situationinteractive.com/whoweare/services)

Examples of their work (thru awards):
Ex. 1- 2010 OMMAAward for Best Viral Marketing Campaign
HAIR eParty
Ex. 2- Webby Award for Best Use of Social Media
Next2Normal’s Twitter Performance
Ex. 3- Web Award for Best Entertainment Social Media Campaign
Radio City Rockette’s “Kicking Across America”

How they exemplify the Groundswell
• Listening
• Talking
• Energizing
• Supporting
• Embracing
*Unique quality- Situation
Interactive’s client base (as
well as target audience)
are constantly evolving
and changing in ways a
normal business does not,
so they truly are able to
exemplify all of the listed
qualities across their
social media initiatives.
Li & Bernoff, pg. 68-69

“Everyone’s a critic…”
Crain’s New York Business Magazine- named it to the Best Places to Work 2011
list. http://www.crainsnewyork.com/gallery/20111204/FEATURES/113009999/45
(The list awards 50 organizations each year that are selected through an in-depth
statistical analysis of employee surveys and company benefits by conducting over
13,000 employee surveys across New York City. The award was given to organizations
that received high marks for a fun atmosphere, challenging work, advancement
opportunities, along with other perks and benefits. http://www.ereleases.com/pr/situation-
interactive-awarded-crains-best-places-work-york-city-44031)
Media Post Publications: Online Media Daily- tells readers how “Situation
Interactive Uses Social Media To Promote Broadway”
http://www.mediapost.com/publications/article/165994/situation-interactive-uses-social-media-to-
promot.html#axzz2DCJHuITB
Adweek Advertising- did a Portrait piece saying “Situation Interactive Digital shop
turned it’s knack for selling Broadway spectacles to promoting the world of sports”
http://www.adweek.com/news/advertising-branding/portraits-situation-interactive-137782

Damian Bazadona, President of Situation
Interactive, likes to blog
What’s Holding Social Media Back?
Does this “social
media stuff” drive
sales?
Asking for Customer Opinion to
Show You Value It
Social Networking behavior
for the Broadway consumer
In a business about
tourists, are we
forgetting the locals?
The Rules to Creating a
Successful Viral Marketing
Campaign
The Greatness Behind
Starbucks
and many other must reads…

But at the heart of all this…
…Situation Interactive is a digital marketing agency.
So what is Digital Marketing?
-The promotion of products or brands via one or more forums of electronic media. For
example, advertising mediums that might be used as part of the digital marketing strategy
of a business could include
promotional efforts made via the
internet, social media, mobile
phones, and electronic billboards,
as well as via digital and television
and radio channels.
(taken from BusinessDictionary.com)

This is what Entrepreneur Magazine said
about digital marketing in 2010:
1. Online display advertising 2. Online retail promotion
3. Social media advertising
4. Mobile Marketing

Forbes tips for online marketing, 2012
Forbes admits not every company is
ready to fully embrace social media
in it’s entirety.
Relationships formed in this
medium cannot be forced; if a
social media campaign has not been
prepared, it could be a sign that the
company is not ready to commit the
time and resources to online
endeavors.
For those who are ready, here are 4
tips of online marketing success:
• Email is not dead
• Embrace “content snacks”
• Everything is integrated
• Content is currency

Was Situation Interactive successful?
Results:
• HAIR eParty- The official HAIR
social media portals were used to
share the video each day with all of
the show’s over 11,000 Facebook
fans and 9,000 Twitter followers.
206,000 unique visitors interacted
with the website, and the show’s
overall website traffic went up by
over 60%.
• Next2Normal Twitter performance-
The show was a huge success, with over 1
million Twitter followers. During the
campaign thousands of messages were
received, link clicks, re-tweets and
references. N2N site traffic, ticket and cast
album sales saw a sharp rise.
The Twitter Performance helped push cast
album to Top 10 on iTunes and
Amazon.com.
• Radio City Rockette’s Kicking Across America- The campaign reached
1,000,000 kicks and thousands of families received tickets to the show. Website
traffic increased 81% and the Facebook fan base grew by 41% in the first week
of the campaign alone and Twitter followers increased 39%. Ticket sales goals
were surpassed.
Results report found:

“Back in 2001, with only a laptop, a phone and a desk, Situation
Interactive opened for business under one guiding vision - to
deepen the world's connection with the live experience.”
Eleven years later, Situation Interactive works under the core
belief that passion drives innovation and continues to foster and
cultivate some of the most creative campaigns in digital
marketing today.

References
• Agovino, Theresa. “Best Places to Work 2011.” Crain’s New York Business. 2011. Web. 25 Nov.
2012. http://www.crainsnewyork.com/gallery/20111204/FEATURES/113009999/45
• Arnold, John. “The Next Wave of Digital Marketing Trends.” Entrepreneur. 4 May 2010.
Web. 25 Nov. 2012. http://www.forbes.com/sites/dorieclark/2012/10/16/the-real-secret-to-digital-marketing/
• Bazadona, Damian. “Does this ‘social media stuff’ drive sales?” the Situation. Situation
Interactive, 30 Nov. 2010. Web. 25 Nov. 2012.
http://www.entertainmentmarketing.com/2010/11/does-this-%e2%80%9csocial-media-
stuff%e2%80%9d-drive-sales/
• Bazadona, Damian. “Social Networking behavior of the Broadway consumer.” the Situation.
Situation Interactive, 24 Sept. 2009. Web. 25 Nov. 2012.
http://www.entertainmentmarketing.com/2009/09/social-networking-behavior-of-the-broadway-
consumer/
• Bazadona, Damian. “The Greatness Behind Starbucks.” the Situation. Situation Interactive,
26 Jan. 2011. Web. 25 Nov. 2012. http://www.entertainmentmarketing.com/2011/01/the-greatness-
behind-starbucks/
• Bazadona, Damian. “What’s Holding Social Media Back.” the Situation. Situation Interactive,
14 Sept. 2011. Web. 25 Nov. 2012.
http://www.entertainmentmarketing.com/2011/09/what%e2%80%99s-holding-social-media-back/
• Bernoff, Josh & Charlene Li. Groundswell: Winning in a World Transformed by Social Technologies.
Boston: Harvard Business Press, 2008.
• Clark, Dorie. “The Real Secret to Digital Marketing.” Forbes. 16 Oct. 2012. Web. 25 Nov.
2012. http://www.forbes.com/sites/dorieclark/2012/10/16/the-real-secret-to-digital-marketing/
• Cummings, Carrie. “Situation Interactive: Uses Social Media To Promote Broadway.” Online
Media Daily. 17 Jan. 2012. Web. 25 Nov. 2012. http://www.mediapost.com/publications/article/165994/situation-interactive-uses-social-
media-to-promot.html#axzz2DCJHuITB
• Davenport, Ken. “In a business about tourists, are we forgetting the locals.” the Situation.
Situation Interactive, 26 Sept. 2011. Web. 25 Nov. 2012.
http://www.entertainmentmarketing.com/2011/09/in-a-business-about-tourists-are-we-
forgetting-the-locals/

References(continued)
• Definition of “Digital Marketing” from www.BusinessDictionary.com
• Donnelly, Lisa. “Situation Interactive Awarded to Crain’s ‘Best Places to Work in New York
City’.” E-Releases. 7 Dec. 2010. Web. 25 Nov. 2012. http://www.ereleases.com/pr/situation-interactive-awarded-crains-best-places-work-york-
city-44031
• Gensler, Erik. “Asking for Customer Opinion to Show You Value It.” the Situation. Situation
Interactive, 30 Mar. 2010. Web. 25 Nov. 2012.
http://www.entertainmentmarketing.com/2010/03/asking-for-customer-opinion-to-show-you-value-it/
• “Portraits: Situation Interactive.” Adweek. 1 Feb 2012. Web. 25 Nov. 2012. http://www.adweek.com/news/advertising-branding/portraits-
situation-interactive-137782
• Website www.situationinteractive.com

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