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Music Campaign Exercise

Scenario

An indie band has shot a new music video. They have two cuts: the shorter ‘broadcast’ version as well as a longer, extended version for their fans. The band has a Tumblr blog, a Facebook Fan page, a YouTube account and Twitter to interact with their growing fanbase.

On the day the video is to be released, a Tumblr blog with the embedded video will be posted and a Tweet sent announcing the video & encouraging retweets to unlock the extended fan version. The video will also be posted on Facebook with a note asking for comments.

After 10 views of the video, a tweet will announce “10 views already! RT to unlock the extended version.” After 5 retweets of the second tweet, the extended video will be unlocked, posted to both Tumblr and Facebook, thus rewarding fans for sharing the band’s music video announcement.

 

Setup

Before even entering Conducttr, create the band’s four social media accounts:

  • Tumblr & Twitter simply require a signup form, followed by validation via email.
  • A Facebook Page must be created thru a user’s account. On the News Feed page, select Create a Page in the left hand column and follow the steps.
  • YouTube’s signup steps through the creation of a Google account. Once logged in, create a YouTube channel to upload the music videos. Set these videos to “unlisted” and put them in their own playlist.

Now, login & create a new project in Conducttr.

In the Manager workspace, click on the Characters tab. Under the default Narrator character, select Accounts, then click the + to add the Tumblr, Facebook, YouTube & Twitter accounts. It is helpful to already be logged in to each of these sites as you connect the accounts to the character. Note that Facebook will connect to a user’s personal account here and the Page will be selected later in this exercise.

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Open the Content workspace, then select the Video pane under the Assets tab. Click the + to add a new video link from the YouTube account, then click the Select button. This will bring up a window where we can select the YouTube playlist, then the first music video. Next click the Fetch button, then Overwrite and any YouTube information (such as the title) will populate the blanks.

Follow this same process for the second video as well.

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Create Triggers

We will now create the triggers for the music video release. First, open the Events workspace.

Next, create:

  1. a Date & Time trigger for the specified date (your choice) the video will go public.
  2. a Views & Comments trigger for 10 views of the first YouTube video, which can be selected from the Asset dropdown menu.
  3. a Facebook trigger with an empty Matchphrase, which will fire on any comment posted. Under Recipient, select the Facebook Page created earlier, not the user’s Wall. Leave other settings as is.
  4. a Tweet trigger with a Match Phrase of ‘RT @<bandtwitterhandle>’. Next modify the Fire Trigger setting to ‘only after’ 4 successes. Thus the trigger will fire on the fifth match, i.e. fifth retweet. Count by ‘World’, which is the default setting.

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Create Content

Return to the Content workspace and Video panel. For the first video, connect the Date & Time trigger in the box on the left side of the window.  Connect the second video to the Tweet trigger in the same manner.

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Next, create a new Scene for the written content. Click on the blue + next to the Manage & Content buttons in the upper right corner. Name it whatever you wish. This will open up a new blank Scene tab.

Inside this new Scene tab, click the + to create a new Container and select Tumblr. Give the post a Subject title and in the Text Editor box, write the text of the post. Then select the Embed checkbox below and choose the first music video to be included in the post. Next select the Trigger tab, and chose the Date trigger created earlier.

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Create a second Tumblr post for the release of the extended music video. Its trigger will be the Tweet count.

Next, create a Tweet container with the original Date trigger. Choose Broadcast instead of the default Reply.  If you want to tweet a link to the YouTube, copy the shortened version from the Video pane and paste it into the tweet text. This tweet is sent as the Tumblr is posted and the YouTube video turns public.

Create another Tweet announcing 10 views of the video and encouraging RTs. Its trigger will be the Views & Comments trigger counting YouTube views.

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Moving onto Facebook container, create a post. Select Post To the Page from the dropdown and the Identity of the Page itself (not the Narrator). Tick the Post radio button. Write some text and Embed the first video as was done for the initial Tumblr post.  The trigger will be the Date trigger.

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Create a second Facebook container for the extended video post. The trigger is the Tweet count again.

To add band replies to Facebook comments, create another Facebook container. But instead of Post, select the Comment radio button along with the appropriate Page & Identity. The trigger will be the Facebook matchphrase that was left empty to reply to any comment. To make this feel realistic, we will add multiple alternative replies. To do this, type a reply in the text box and click Save. Next click the + sign to the right of the Alternatives dropdown box. Add 5-10 additional replies in this manner. The blue & white list icon next to the + will reveal all the alternatives for review.

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The completed Scene tab should look similar to this:

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Check Usage

If there is confusion about what trigger is attached to what content, an easy way to check this is via the Check Usage button on each Trigger. This will reveal all content attached to the trigger.

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Publish

Once a project is created in Conducttr, it is automatically published or started. To stop a project, go to the Publish tab in the Manager workspace. Select the project you wish to stop or start here. Its status can be seen via the ‘LIVE’ or ‘STOPPED’ designation beside its title.

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And there you have it.  An interactive music video release!

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