Electric Artists is a leading independent digital brand management and strategy agency. Using HootSuite, they launched a first-time ever social media campaign to bring awareness to PSYCH, USA network's popular TV show. The goal: To heighten awareness of the show and mobilize the enormous college fan-base. In particular, Electric Artists wanted to increase in tune-ins, Facebook Likes and Twitter followers. How can you recreate a live event online for a Twitter community? Using HootSuite is a great way to start. Electric Artists used HootSuite's team collaboration tools, Klout score filtering and search streams to bring a live show to life over Twitter. Monitoring, searching, publishing and rapidly adjusting tactics each night was a breeze thanks to the handy tools in the dashboard. Find out more about this unique campaign, and how Electric Artists used the dashboard to meet and exceed their goals in this fresh new Case Study, available for download today. Try embedding it on your blog or sharing with friends too.

1. Electric Artists
One Child Case Study -
Using HootSuite To Create
Using HootSuite for real-time New User
Case Study
Case Study audience engagement
Experiences
Event-Specific Social Media:
HootSuite’s team collaboration tools,
Introduction
search streams and multi-network
Electric Artists is a leading independent digital brand management and strategy
capabilities allow for strategic social
audience engagement surrounding agency, specializing in creative ideas, strategic web 2.0 direction and powerful
events. Track event name mentions, promotions. Electric Artists uses HootSuite to manage 18 social profiles, including
event-specific hashtags and 11 from USA Network across various networks such as Facebook and Twitter.
geo-location checkins to reach out to
fans and generate buzz. In October and November of 2010 USA Network took one of their most popular
shows, PSYCH, on the road visiting 10 different college campuses to engage and
activate that demographic with an unreleased episode of the show, prizes, and
access to the show’s cast and crew. Electric Artists was tasked with the social
media campaign for the tour. The goal: heighten awareness of the show and
mobilize the enormous college fan-base. In particular, Electric Artists wanted to
see this goal substantiated by a measured increase in tune-ins, Facebook Likes
and Twitter followers.
The Challenge
Electric Artists wanted to create an experience online that could accurately convey
the events as they were happening. This was the first time a show had ever been
taken on the road, and the fan engagement through an event on this scale was
a first for them – it required Electric Artists to go beyond posting photos, videos
and Tweets from the event and connect with fans through messaging that inspired
them to ReTweet and share with others.
Electric Artists needed to engage with fans daily – before, during and after each
live event – whether they were at the show, standing in line or elsewhere in town.
They couldn’t waste time on messaging that fell flat.

2. Electric Artists
Using HootSuite for real-time
Case Study audience engagement
Measuring Influence: HootSuite
premium plans allow you to see
The Solution
follower Klout scores. This makes
Electric Artists used HootSuite’s multi-tasking capabilities to reach out and
selecting followers to engage
with easier, as you can scan for those incentivize fans who spread the word using event-specific hashtags. Before each
with broad reach and influence. show, they got students to express their excitement on Twitter by asking for photos
from the line outside the venue and targeting prominent, local Twitter accounts
to broadcast the message to their followers. Creating search streams for event
hashtags within HootSuite provided an easy way to interact with fans at the event.
Electric Artists also made use of the Klout scores available with their plan in
HootSuite, scanning Tweets for influencers who could in turn evangelise the
messaging to their followers.
Particular attention was paid to activity online the day of and during the event. The
team would rapidly adjust tactics during an event if activity was lower than normal.
They found that quieter crowds responded to Twitter trivia like “ask the writers,”
and more. Electric Artists encouraged fans to respond to what was happening on
stage using their mobile Twitter apps to make the event come alive online.
“The feature I love, is the Klout
integration. Being able to filter
Results
mentions by Klout score makes it
Electric Artists were happy with the success. A large number of casual viewers became
nice to, in a snap, see who it may be
fans as a result of the social media campaign.
best to engage with.” – Electric Artists
During the time period of the tour, approximately 220,000 fans clicked through to their
campaign tab on Facebook and PSYCH gained over 85,000 new Likes on the Facebook
page. In addition, the show gained 3,000 new Twitter followers.
The event didn’t just live on the campus, it lived on both Twitter and Facebook. Electric
Artists successfully created real conversation online, rather than one-way updates.
Monitor More Mentions: Electric not everybody – in fact most people – Follow up:
Artists found that creating saved search do not use your Twitter handle when twitter.com/hootsuite
columns in HootSuite was a huge help in mentioning you. Be sure to monitor the blog.hootsuite.com/media
monitoring and then acting on behalf of whole conversation by monitoring brand Visit hootsuite.com/plans for Basic, Pro
the brand. While it’s important to monitor names, people’s names, etc. and respond and Enterprise packages
mentions of your official Twitter handle, when it’s appropriate.