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Camden council cipr lps 15 minutes of fame
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Camden council cipr lps 15 minutes of fame

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  • The aim of the campaign was to encourage residents and workers to support local independent businesses, making the most of the many attractions and quirky shops the borough has to offer. The campaign was broadened out over the summer of 2009 to include a wider tourist campaign – Love Camden – to encourage visitors to do the same.
  • Twitter feed #lovecamden hashtag
  • Explain spikes
  • Explain spikes
  • Transcript

    • 1. Love Camden – crowdsourcing communications. social media networking RSS blogs video podcasts bookmarks virtual worlds conversation photos message boards wikis sharing engagement micro blogs collaboration communication
    • 2.
      • Part of an ongoing campaign, Love Your Local High Street, to promote independent traders in the borough
      • Website promoting Camden’s independent businesses and visitor attractions
      • Love Christmas: shopping guide & competition to win £1,000 (Golden Ticket competition)
      • Integrated communications strategy (print, PR, digital)
      • Digital strategy a balance of:
        • owned media (dedicated social media accounts)
        • earned media (digital PR, blogger engagement, search engine optimization)
      Love what?
    • 3.  
    • 4. Let the competition begin
      • Bus stop advertising booked to promote Love Christmas
      • The answer to “What would you do with £1,000?” crowdsourced
      • The competition ran on Twitter for 48 hours
      • 80 clicks on the relevant web page within the first hour, 222 in total
      • 24 entries – 10 long listed finalists appeared on the Love Camden website, 3 winners were integrated into three poster designs
      • Campaign contributed to increasing @LoveCamden’s followers by 20% (the account having been set up just the week before)
      • Conversations were generated across Twitter whilst it was live, including three marketing experts in Germany holding up the campaign as an example of using social media as a dialogue not a broadcast.
    • 5.  
    • 6.  
    • 7. We got some coverage
      • Online media: Marketing Week, Utalkmarketing, mad.co.uk, PR Week
      • Blogs: Social Media Monday, Promise Corp, FutureGov, Recruitment Waters, the Wellbeing Guide
      • Print: PR Week, Local Government Chronicle, Camden New Journal, Ham & High
      • Twitter: comments from the UK, Netherlands and Germany
    • 8.  
    • 9.  
    • 10. In a nutshell
      • Traffic to Love Camden increased 150% during digital PR campaign (75% new visits)
      • Traffic increased a further 18% when the posters went up (81% new visits)
      • PlusFour market research: 71% claimed the competition encouraged shopping in Camden (68% residents, 88% working in/visiting Camden)
      • The first social marketing campaign for the Council, by no means the last…..
    • 11.  
    • 12. Which has translated into
      • 3,500+ unique visitors / 5,300+ visits (August – mid Sept)
      • More than the previous quarter combined
      • 10% traffic from abroad (India, USA, Germany, Italy etc.)
      • 200+ business profiles
      • 80+ user profiles
    • 13. Pretty cool functionality
      • Now:
      • Businesses/venues set up & manage profile page
      • User generated reviews & comments
      • User generated special offers
      • Editorial features
      • Twitter, Facebook, Flickr, YouTube integration
      • Soon:
      • Interactive map
      • Mobile version
      • Foursquare & Spotify integration
      • Guest bloggers
    • 14. Ask me anything Charlotte Beckett @londoncharlotte www.londoncharlotte.wordpress.com