WHO	  OWNS	  THE	  MEDIA	  NOW	  THAT	  EVEN	  YOUR	        MUM	  AND	  DAD	  ARE	  ON	  FACEBOOK?	                  JEZ	 ...
MEDIA:	  	  OWNED,	  EARNED,	  PAID	  OWNED	  MEDIA	                                                                      ...
You	  choose,	  based	  on	  these	  3	  stories	       OWNED	       MEDIA	    JEZMOND	                                   ...
BUT	  BEFORE	  THE	  JEZMOND	  STORY,	  	  	  A	  QUICK	  COMPILATION	  OF	  CONSUMER	  FAILS	  SOME	  AMUSING	  DO’S	  AN...
A	  MORNING	  IN	  THE	  LIFE	  OF	  ME	  AND	  MY	  ‘OWNED’	  MEDIA.	  	                                     JEZMOND.	   ...
7.15am	  Woke	  up	  to	  this	                                 6	  
7.50am	  1st	  day	  @	  school	                                  240                                137                  ...
7.57am	                                                                                      Twitter Sky NewsPacked	  our	...
7.58am	  Got	  on	  1	  of	  these	  	  (with	  WIFI)	                             9	  
8.00am	  First	  feeds	  of	  the	  day	  (private)	                                                                      ...
8.30am	  First	  feeds	  of	  the	  day	  (planning)	                                                         6	  great	  ...
8.40am	  Arrive	  at	  Cake.	  Happy	  people.	                                                  12	  
8.50am	  At	  desk	  -­‐	  lots	  of	  feeds	  (big	  screen)	                                                            ...
9.00am	  Facebook	                                            1800               6	  comments	                            ...
9.01am	  YouTube	                80               456               125                     15	  
VIDEO : REMOVED                  16	  
9.02am	  Brand	  Republic	  alerts	                                    2450                                  456          ...
9.16am	  Tradi^onal	  start	  of	  the	  day.	                                                 18	  
What’s	  the	  point?	                                                                                       Scanned	     ...
Jezmond	  Story.	  Owned	  media.	          Facebook	  	  John.	  Earned	  Media	                      Nestle	  Story.	  P...
VIDEO : REMOVED                  22	  
Curiosity	  in	  Social	  Media	  
Can	  these	  skills	  create	  a	  bigger	  number	  1	  in	  the	  music	  charts	  ?	                                  ...
‘Rickroll	  Xmas’	  campaign	  To get 80’s pop legend Rick Astley to the Christmas No.1 If enough people buy, it would ‘cr...
December	  2008	                                       X-Factor winner Alexander Burke hits                               ...
November	  2009	  November	  2009	                         Oh	  no...	  not	  again!	  
Morter	  vs	  Cowell:	  Round	  2	  
Learn	  from	  mistakes…	  and	  pay	  acen^on	  to	  detail	   Getting a song into the charts wasn’t as simple as I’d ori...
Time	  for	  ac^on!	                  November	  22nd	  2009	  
Clear	  communica^on	    - Ensure the group buys the track from the specific pre-         selected outlets within the corr...
With	  4	  hours	  of	  the	  chart	  week	  to	  go...	  5 hours to go…..	                             “Hello Jon...     ...
3	  hours	  to	  go...	                             With 3 hours remaining                           Jon posted up the lin...
Final	  score	  (track	  sales)	  X-Factor........450,838RAGE............502,672 Armed	  with	  a	  Facebook	  group	  of	...
Free	  gig	  in	  London	  
Jezmond	  Story.	  Owned	  media.	          Facebook	  	  John.	  Earned	  Media	                      Nestle	  Story.	  P...
London
New York
Shanghai
Frankfurt
VIDEO : REMOVED
How	  to	  avoid	  doing	  a	  Nestle	  #FAIL	  Read the blogs and # about your brand   That’s where these issues start fi...
SO……	    What	  do	  I	  think	  ?	  	  What	  do	  others	  think	  ?	  	   What	  do	  you	  think?	                    ...
OWNED	                     MEDIA	   “Consumers	  are	  beginning	  in	  a	  very	    real	  sense	  to	  own	  our	  brand...
Q:	  WHO	  OWNS	  THE	  MEDIA	  NOW	  THAT	  EVEN	  YOUR	  MUM	                  AND	  DAD	  ARE	  ON	  FACEBOOK?	        ...
THANK	  YOU	  #JEZMOND	  	  
Social media  who owns the media now that your mum and dad are on facebook
Social media  who owns the media now that your mum and dad are on facebook
Social media  who owns the media now that your mum and dad are on facebook
Social media  who owns the media now that your mum and dad are on facebook
Social media  who owns the media now that your mum and dad are on facebook
Social media  who owns the media now that your mum and dad are on facebook
Social media  who owns the media now that your mum and dad are on facebook
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Social media who owns the media now that your mum and dad are on facebook

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Social media who owns the media now that your mum and dad are on facebook

  1. 1. WHO  OWNS  THE  MEDIA  NOW  THAT  EVEN  YOUR   MUM  AND  DAD  ARE  ON  FACEBOOK?   JEZ  JOWETT,  SOCIAL  MEDIA  DIRECTOR   #JEZMOND  
  2. 2. MEDIA:    OWNED,  EARNED,  PAID  OWNED  MEDIA   PAID   MEDIA.   EARNED  MEDIA     (the  really  ‘social’  media)   2  
  3. 3. You  choose,  based  on  these  3  stories   OWNED   MEDIA   JEZMOND   NESTLE   STORY    STORY   PAID   JON   MEDIA.    STORY   EARNED  MEDIA     (the  really  ‘social’  media)   3  
  4. 4. BUT  BEFORE  THE  JEZMOND  STORY,      A  QUICK  COMPILATION  OF  CONSUMER  FAILS  SOME  AMUSING  DO’S  AND  DON’T’S     VIDEO : REMOVED 4  
  5. 5. A  MORNING  IN  THE  LIFE  OF  ME  AND  MY  ‘OWNED’  MEDIA.     JEZMOND.   MEDIA   HOW  I  USE  SOCIAL   5  
  6. 6. 7.15am  Woke  up  to  this   6  
  7. 7. 7.50am  1st  day  @  school   240 137 456
  8. 8. 7.57am   Twitter Sky NewsPacked  our  bags  &  pockets   Remote mouse Mac keyboard Cables+ iPhone iPod FLIP x3 phone Wii Custom mac Mac mini HD RFID Wii Board macbook macbook macbook Mac bag 8  
  9. 9. 7.58am  Got  on  1  of  these    (with  WIFI)   9  
  10. 10. 8.00am  First  feeds  of  the  day  (private)   34,000 12  Re-­‐tweets     6  new  followers   15,400 4  replies   2270 140  friend  updates   11,771
  11. 11. 8.30am  First  feeds  of  the  day  (planning)   6  great  links   14,540 Re-­‐tweeted  5   4  to  follow   8,740 Scanned  100  tweets  
  12. 12. 8.40am  Arrive  at  Cake.  Happy  people.   12  
  13. 13. 8.50am  At  desk  -­‐  lots  of  feeds  (big  screen)   60 2450 456 125 15
  14. 14. 9.00am  Facebook   1800 6  comments   240 240  friends   4  likes   1340 1  party  invite   1! 14  
  15. 15. 9.01am  YouTube   80 456 125 15  
  16. 16. VIDEO : REMOVED 16  
  17. 17. 9.02am  Brand  Republic  alerts   2450 456 17  
  18. 18. 9.16am  Tradi^onal  start  of  the  day.   18  
  19. 19. What’s  the  point?   Scanned   Sent   Reach   Network  8.00  am  7.50am  Image  –  Flickr,  Facebook,  Twicer  8.00am  Friends  feeds–  Tweetdeck  (300)  5,  50,000   BY  THE  TIME  I’VE  GOT  TO  TRADITIONAL  MEDIA  I’VE  8.10am  Interest  feeds-­‐  social  media,  pr2.0,  digital,  ^ger  woods.     GENERATED  ALMOST  MORE  CIRCULATION  BY  MY  OWN  8.30am  Special  feeds  &  alerts-­‐  Twicer  &  Google  Craze,  MPG,  HD,  clients   ‘SOCIAL’  MEDIA  8.50am  RSS  feeds  (crea^vity,  industry,  F1,  other)   817,334  OTS  8.55am  E-­‐mail,  forwarded  it  and  tweeted  it.  9.00am  Image  comments-­‐  Facebook,  flickr,    replies  and  par^es  9.01am  Ichat  &  viral  video-­‐  youtube  and  tweeted  it.  9.02am  Brand  Republic  alert.  Blog.  Commented.  Re-­‐blog’d.   AND  WHAT  HAVE  I  SENT,  THAT  PEOPLE  HAVE  ENGAGED  9.05am    Twicer  search  –  key  themes  and  topics   IN  ?  SOMETHING  PERSONAL,  AMUSING,  INTERESTING  ?   9.08am  Influencer  Analysis  -­‐  TweetMeme   I  wish!  But  the  poten/al!   9.12am  Campaign  Analysis-­‐  Seisms   9.16am  tradi^onal  media.  
  20. 20. Jezmond  Story.  Owned  media.   Facebook    John.  Earned  Media   Nestle  Story.  Paid  Media.   The  Flightdeck   20  
  21. 21. VIDEO : REMOVED 22  
  22. 22. Curiosity  in  Social  Media  
  23. 23. Can  these  skills  create  a  bigger  number  1  in  the  music  charts  ?   X-Factor Christmas No.1 2005 - Shayne Ward 2006 - Leona Lewis 2007 - Leon Jackson 2008 - ?
  24. 24. ‘Rickroll  Xmas’  campaign  To get 80’s pop legend Rick Astley to the Christmas No.1 If enough people buy, it would ‘create’ a No.1 single… Make a logo, encourage members to use it in their social network profile pictures - 68,000 people joined up...
  25. 25. December  2008   X-Factor winner Alexander Burke hits the Christmas No.1 selling half a million more singles than the No.2 record. The 4th Christmas No.1 in a row for the show... Rick Astley scrapes into No.73. Numerous downloads were annulled due to “bulk buying”
  26. 26. November  2009  November  2009   Oh  no...  not  again!  
  27. 27. Morter  vs  Cowell:  Round  2  
  28. 28. Learn  from  mistakes…  and  pay  acen^on  to  detail   Getting a song into the charts wasn’t as simple as I’d originally thought…
  29. 29. Time  for  ac^on!   November  22nd  2009  
  30. 30. Clear  communica^on   - Ensure the group buys the track from the specific pre- selected outlets within the correct dates- Make CLEAR instructions, be prepared for questions, and ANSWER them - Create a ‘tweet’ to be Earned. This gained 26 million impressions and tweeted 38,000 times - Use the ‘share’ facility- Use ALL the avenues available to remind them of their job. Eg. The group’s logo
  31. 31. With  4  hours  of  the  chart  week  to  go...  5 hours to go…..   “Hello Jon... It’s Simon Cowell...”
  32. 32. 3  hours  to  go...   With 3 hours remaining Jon posted up the links for the ‘Live’ version of the track, knowing most of his group members wouldn’t have it... ...yet
  33. 33. Final  score  (track  sales)  X-Factor........450,838RAGE............502,672 Armed  with  a  Facebook  group  of  1.6  million  followers,     Over  3  weeks...    ….  beaten  the  media  Goliath  to  the  Christmas  No.  1!  
  34. 34. Free  gig  in  London  
  35. 35. Jezmond  Story.  Owned  media.   Facebook    John.  Earned  Media   Nestle  Story.  Paid  Media.   The  Flightdeck   36  
  36. 36. London
  37. 37. New York
  38. 38. Shanghai
  39. 39. Frankfurt
  40. 40. VIDEO : REMOVED
  41. 41. How  to  avoid  doing  a  Nestle  #FAIL  Read the blogs and # about your brand That’s where these issues start firstSocial communities are vocal and powerful Don’t make them mad – its hard to get them back!Give consumers a voice to be heard Channeling that feedback can benefit the businessLearn from your mistakes And if necessary, be personal in your response
  42. 42. SO……   What  do  I  think  ?    What  do  others  think  ?     What  do  you  think?   49  
  43. 43. OWNED   MEDIA   “Consumers  are  beginning  in  a  very   real  sense  to  own  our  brands  and  par^cipate  in  their  crea^on.  We  need  to  learn  to  let  go”    Chairman,  Procter   “Technology  is  shining  power   &  Gamble   away  from  the  editors,   publishers,  the  establishment,   Earned  MEDIA     PAID   the  media  elite.  Now  it’s  people   (the  really  ‘social’  media)   who  are  in  control”   MEDIA.   Rupert  Murdoch   “Social  media  is  the  on-­‐going  conversa^on  of  the  planet.   As  ^me  goes  on,  it  is  my  home  on  the  internet.  It  is  my   home  page,  the  place  where  I  spend  the  most  ^me.  It  is   where  I  do  business.  It  is  where  I  hang  out  with  my  friends.   It’s  where  I  find  out  about  new  movies,  television  and   50   products.”  
  44. 44. Q:  WHO  OWNS  THE  MEDIA  NOW  THAT  EVEN  YOUR  MUM   AND  DAD  ARE  ON  FACEBOOK?   A:    ISN’T  IT  ALL  OF  US  ?   ….  AS  LONG  AS  WE  HAVE  SOMETHING  …..   …..INTERESTING  TO  SAY  OR  SHARE?   Let’s  look  at  some  evidence  on  ‘ THE  FLIGHTDECK”   LIVE  DEMO     51  
  45. 45. THANK  YOU  #JEZMOND    
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