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.
Jezmond Story. Owned media. Facebook John. Earned Media Nestle Story. Paid Media. The Flightdeck 20
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 - ?
‘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...
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”
November 2009 November 2009 Oh no... not again!
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
With 4 hours of the chart week to go... 5 hours to go….. “Hello Jon... It’s Simon Cowell...”
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
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!
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
SO…… What do I think ? What do others think ? What do you think? 49
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.”
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