Paddington Bear and Meltwater Buzz

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Paddington & Co. presents how Meltwater Buzz (social media monitoring, engagement and management platform) has helped them engage with their fans across social media, and what insights they have gained through the experience. Specific use cases, metrics and campaigns included. Presented at Social Media World Forum in London (March 2012).

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Paddington Bear and Meltwater Buzz

  1. 1. Paddington Bear TM &Paddington  Bear  TM  ©Paddington  &  Co  Ltd  2012
  2. 2. The Story Behind Paddington •  The  first  book  was  published  almost  54  years   ago  in  October  1958   •  This  was  followed  by  the  first  television  series   in  the  mid-­‐1970s   •  A  successful  merchandising  programme   developed  out  of  this   •  The  books  have  been  translated  into  40   languages,  the  tv  series  have  aired  in  over  100   countries  and  products  are  sold  worldwide   •  Paddington  is  a  global  brand  with  internaMonal   appeal  
  3. 3. Maintaining Paddington’s Popularity•  Paddington’s  success  has  been  built  on  the  foundaMon  of  the  books  •  Paddington  stays  in  touch  with  his  fans  •  Paddington  moves  with  the  Mmes  •  Paddington  has  kept  his  integrity  
  4. 4. Paddington and Social Media•  Facebook  is  an  ideal  way  for   Paddington  to  talk  to  his  fans  •  Finding  the  right  “voice”  for   Paddington  was  of  key  importance  •  Paddington  was  keen  to  do  it   himself  unMl  he  discovered  how   difficult  it  is  to  type  with  paws!  
  5. 5. Paddington and BuzzWe  use  Buzz  for  engaging  and  monitoring.  It  helps  us  to:    •  Talk  to  Paddington’s  fans  in  an  efficient  manner  •  Find  out  what  people  are  saying  about  Paddington  •  Pick  up  on  new  stories  •  Analyse  trends    
  6. 6. Engaging With Paddington’s Fans •  We  chose  24  different  images  of   Paddington   •  Using  the  calendar  funcMon  on  Buzz   we  Mmed  each  one  to  upload  on  a   daily  basis   •  Each  photo  told  a  simple  story  leading   up  to  Christmas  
  7. 7. Engaging With Paddington’s Fans •  The  Advent  calendar  was  a  huge  hit   with  all  of  Paddington’s  followers     •  Everyone  started  looking  forward   to  seeing  the  new  photo  each   morning   •  Many  people  shared  the  story  and   our  fan  base  increased    
  8. 8. Listening to Paddington’s FansDear Paddington, Id Your stories are my all-like to know if you plan time favourite and Ito visit your homeland couldnt begin to i always lovedPeru. I hope you can imagine my life without you paddingtonvisit. Darkest Peru isnt Paddington. xxdarkest anymore. Soy peruano como Hello! Quick question - has a Paddington, me alegro 2012 Paddington calendar por el cariño que le been published? Im desperately seeking one for tienen al osito ;) my grandma! Thanks. saludos desde Perú :)
  9. 9. Picking Up Useful InformationAn  extract  from  our  daily  report  ….   …  led  us  to  this  page      
  10. 10. Keeping Ahead of the NewsWe  picked  up  this  story  …   …  and  shared  it  with  Paddington’s  fans  
  11. 11. Keeping Ahead of the News
  12. 12. Looking at the Results
  13. 13. Paddington Bear TM & zzz … zzz … zzz … zzz …

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