Extending the Party

December 4th, 2008

Berkshire Hathaway is well known for having the most expensive stock price on the market. The company is also well known for its annual shareholders meeting in Omaha, Nebraska. This event has become a lot more than a stuffy shareholder’s meeting. It has become a destination event for thousands of shareholders and Warren Buffett fans throughout the world. This year roughly 40,000 people came to listen to the ‘World’s Richest Man’ and to attend the exciting and high profile events during the weekend celebration.

Borsheims is owned by Berkshire Hathaway, and is one of the nation’s largest independent jewelry stores. Borsheims hosts many events during the shareholder’s week and has grown to be one of the most popular destinations for visiting shareholders. Of course, the annual meeting weekend has become one of the most important sales times of the year for Borsheims.

To leverage the event to the fullest, we created and managed a special blog, Twitter account, YouTube channel and Flickr account devoted to providing a real-time experience of the Berkshire Shareholder Weekend. The focus was to inform and entertain as well as act as a surrogate experience for those shareholders who could not attend the event. The blog served as a two-way communication channel between the company and the shareholders and among shareholders themselves. Every year Bozell provides a full-time, on-site blogger for the event to write blog posts, and shoot and post photography and video.  In 2010, Bozell’s on-site blogger also contributed to the event’s Twitter account.

In 2010, BorsheimsBRK.com, the event blog, was promoted to prior attendees and media via email marketing and press materials. The blog garnered significant traffic, coverage and comments during the three-day event.

Relying on the incredible search traffic media buzz surrounding the event, the blog boasted some impressive statistics. It enjoyed more than 19,000 pageviews over the weekend, reaching thousands of shareholders in 55 countries.  During the three-year lifespan of the blog, Bozell’s social media staff has contributed 17 videos, more than 1,500 high resolution event photos and more than 440 pages that have been indexed by Google. The blog also proves to be a valuable communications channel and source of feedback to Borsheims enabling shareholder questions to be answered quickly and accurately. Not to mention it was a very effective outlet to promote and profile some of the special merchandise and discounts available to shareholders.