#Tweetrecycle the world with Friends of Glass!

#TweetRecycle 1000heads & Friends of Glass www.friendsofglass.com www.bloginabottle.com www.twitter.com/GlassFriendsUK

Background & Objectives

1000heads employed by FEVE to increase awareness around the benefits of glass packaging across Europe

Through conversational engagement, our aim is to generate collaborative conversation and content creation, as well as enthusing people’s thinking about glass

Our main aim was to grow the number of glass ambassadors in the lead-up to Choose Glass Week, with the different activities focused across scapes and passion groups

Overview of Activies Time Conversation Volume June 2009 Sept 2009 TweetRecycle initiative All the glass ambassadors will be encouraged to take part in all of the activities Recruitment for the Tweetrecycle campaign Mother and child initiative targeted at parental communities etc but also to all the existing ambassadors Glass Inspires As new ambassadors are recruited they are all also involved in previous activity to maximise participation and conversation As the number of activities increases so do the conversation levels around Choose Glass Week when the shop initiative will be launched July 2009 Aug 2009 Perfect Packaging Choose Glass Week Reactive activity driven by conversation New ambassadors recruited Activity Streams All activity will be supported by content on the Friends of Glass blog and in the Twitter, Facebook and other presences

Approach New concepts ensure that involvement from a wider audience, as well as our ambassadors, is possible 1000heads to ensure that content is created across scapes , in visual and written form FEVE creative Ongoing involvement with voices across activities to build deeper relationships with current ambassadors, as well as with voices in frontier passion groups

Approach

Provide a voice for the Friends of Glass campaign within social media by owning and running Friends of Glass blog, Twitter account, Facebook group and other online presences

Engage online voices with a view to building a tribe of ‘Glass Ambassadors’ who we can involve in future initiatives, product launches etc…

Encourage conversation by providing promo items that drive conversation and remind our voices to TweetRecycle

Amplify conversation from our online voices and Ambassadors across all Friends of Glass online presences

WOM Strategy

Build simple, engaging activities that appeal both to glass ambassadors as well as frontier passion groups Direct ambassadors to scapes that encourage collaboration and debate - such as popular micro blogging site Twitter Ensure content is created across scapes, as well as being collated in central locations to encourage voice collaboration and discussion FEVE creative Connect voices together through online venues, making the experience a collaboration of shared passions Strategy

TweetRecycle Stream Concept Approach Community Recycling Encourage collaborative glass recycling amongst Ambassadors and their extended communities. Continue dialogues with pro-active Ambassadors Involve Glass Ambassadors and their extended communities in sharing their recycling efforts online using Twitter – 1000heads following progress and updating on blog and other presences. Process continues right through to Choose Glass Week Target voices with large groups of followers online in order to get them to take part and spread the word around the initiative Provide real-world promo assets to vocal voices to encourage more conversation

Ambassadors sharing how many bottles they’ve recycled by posting on Twitter Ambassadors encouraged to note the volume of glass they recycle, by adding #TweetRecycle tag – each tweet exposing the scheme to FoG followers and all of ambassadors’ followers, encouraging wider participation 1000heads to #tag ‘encouraging’ Tweets throughout the campaign , offering statistics of what the number of glass bottle so far adds up to Concept Ambassadors are also encouraged to involve their wider community to take part in this activity

Twitter Interaction

2,154 followers

529 tweets in total

Facilitates the sharing of voice content and various sourced posts and news from around the web Evidence of regular networking and development of friendships with 1000heads representatives and one another

Assets

#tweetrecycle

108,518 recycled bottles to date

300 total participants

Asset overview Over a fifth of all WOM measured for Friends of Glass campaign mentions tweetrecycle

Ongoing activity

TweetRecycle is continuing to go from strength to strength and is on target to reach its goal of 76,500 bottles

Upcoming Twestivals and promo assets planned to support activity

Please take part!

Contact information Oxford - 1000heads Oxford 90 Milton Park Abingdon Oxon OX14 4RY +44 1235 862590 Katy Woodrow Hill E: Katy.Woodrowhill@1000heads.com M: 07963 291 591 Cherry Tian E: Cherry.Tian@1000heads.com T: 44 1235 433054 London - 1000heads London 8 Smarts Place Holborn London WC2B 5LW +44 207 430 1328 http://bloginabottle.com/