Making mflow famous, marrying digital comms and PR, Brew and Seventy Seven PR

TITLE TO GO HEREAdditional detailsDate
Making mflow famous
Marrying digital comms and PR
Brew and Seventy Seven PR
Chris Reed
Managing Partner, Brew
@chris_reed
www.brewdigital.com

Own, rent, stream or steal?

PAID
Mass market MP3 shops
(cost, easy, legal with range)
Niche MP3 Shops
(specialist & legal)
Following MP3 shops
(Cost, legal)
Charge by the Megabyte
(cheap, easy but illegal with unknown risk)
Streaming
Social Networks
(specialist, free & buy)
Streaming Services
(legal, customisable & buy)
Video Streaming
(free & legal?)
Broadcasting
(personal, specialist & free)
FREE
File Sharing
(free, easy, low risk but illegal)
MASS MARKET
NICHE MARKET

So what were we asked to do?

What did we do
Waited for the product to be ready…
Helped make mflow as social as possible
Convinced Twitter to let us have @mflow
Developed a dovetailed PR and social media strategy leaning towards the “earned” media - built upon relationships – starting with the mflow top 100

Identifying the mflow top 100 tech/musos

pre-launch buzz…
Distribute codes to music/tech taste-makers
Offer bundles of codes
Recruit followers
launch…
Use owned media for conversations about mflow, problem-solving, news distribution and sourcing commercial partnerships
pre-launch buzz…
Create a desire for codes
Success = codes on Ebay
Dripfeed releases of codes via blog/facebook/twitter
early pre-launch buzz …
Limited highly targeted Beta codes
Demos with top 100
Update owned media
Our Earned (PR/ social) media approach

The best way to judge the effectiveness of a PR or social media campaignis not simply to judge the effectiveness of that campaign

followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.

followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.
Yes, they’re all measurable.
But so what?

Define the specificsSales increase? Reputation improvement? Customer service speed?Measure the outputsSocial mentions, links, views, engagement, followers and friendsEvaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase, service

395 users on 1 March25,000 users on 31 May

Lessons learned and advice
You only get one chance – be patient
You’re all online brands now – be responsive
Research your audience – be transparent
Start relationships – be a good listener
Give people support – be helpful
Define your objectives – be realistic

TITLE TO GO HEREAdditional detailsDate
Making mflow famous
Marrying digital comms and PR
Brew and Seventy Seven PR
Chris Reed
Managing Partner, Brew
@chris_reed
www.brewdigital.com

Making mflow famous, marrying digital comms and PR, Brew and Seventy Seven PR

by Brew on Jul 14, 2010

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