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Amelia Torode's presentation from IPA Social Oct 09

by The_IPA on Oct 07, 2009

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The presentation given by Amelia Torode of VCCP at the IPA Social event on 6th October 2009.

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The presentation given by Amelia Torode of VCCP at the IPA Social event on 6th October 2009.

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Amelia Torode’s presentation from IPA Social Oct 09 — Presentation Transcript

Aleksandr Orlov’s Simples & Social Approach to Marketing… AMELIA TORODE Head of Strategy & Innovation, VCCP

It’s not a “Social Media” campaign, it’s a Social campaign

Aleksandr’s 5 “Simples” Rules of Social Campaigns

Character counts (be interesting!)

TO RAISE CONTRIBUTIONS TO RAISE AWARENESS AND BRAND AFFILIATION TO GET OUT THE VOTE 2. Have one core idea, but multiple connected social platforms CHANGE

MICRO-BLOGGING 140 characters only Sharing thoughts, links, Participating in chat PHOTO SHARING Aleks’ visual character From TVCs Family portraits Community connections Competitions PROFESSIONAL NETWORKING Digital CV Professional links INTELLIGENCE SHARING Power-point upload Business leader connections MUSIC LINKS Collect and share favourite music Build digital “radio-station” VIDEO CONTENT Bloopers TCVs Fav video content COMPARISON APPLICATION Viral “comparison” app COMMUNITY AUGMENTATION Status Notes Pictures Videos 1 identity, multiple connected spaces MULTIPLE CONNECTED SPACES TVC

3. Social Media is a conversation, give people something to talk about “ CHAT CATALYSTS” – Give people things, ideas, applications to share and discuss

XMAS VIRAL WIDGET J F M A M J J A S O N D LAUNCH DEVELOP ESTABLISH CTM SITE “ Brochure” CTM BLOG Conversation/ Aggregation SLIDESHARE Power-point IPHONE Activation BLIP.FM Music LINKEDIN Business FLICKR Photos TWITTER Chat FACEBOOK Community RATE & REVIEW FUNCTIONALITY UPDATED FAQs I-CARDS/M-CARDS NEW MEERKATS RINGTONE/CALL BACK UGC COMPETITION LAUNCH : WEEKLY POSTS “ BETA” SUGGESTIONS POLLS “ I've found my meerkat” SOC MED WIDGET YOUTUBE Video UGC MEERKATS WINNERS SPECIAL OCCASION MEERKATS – XMAS VIRAL WIDGET “ HOT OR NOT” GAME BLOOPERS – timing tbc FAV VIDEO UPLOADS BLOOPERS - Seeding BLOOPERS - Seeding STATUS/NOTES UGC COMPETITION UGC MEERKATS WINNERS UGC MEERKATS WINNERS UGC MEERKATS WINNERS LAUNCH : NEW “OFFICIAL” PIIX UGC UPLOAD COMPETITION VIRAL XMAS VIDEO DAILY MONITORING, FRIENDING, CONVERSATION LAUNCH : LAUNCH : BUSINESS PROFILE CONNECT PROFILE XMAS VIRAL SEEDING LAUNCH : LAUNCH : LINKS TO TWITTER SHARE MUSIC TRACKS CTM POWER-POINT – BIZ GUIDE TVC

4. “REMEMBER THE EARS TO MOUTH RATIO”

5. WHERE DO YOU WANT TO PLAY? BRAND NARRATIVE BRAND UTILITY REAL PERSON ADVERTISING CHARACTER

RESULTS

+600,000

+26,000

RESULTS

In the first 9 weeks of the campaign comparethemarket.com achieved all it’s 12 month objectives

Results

Amelia Torode's presentation from IPA Social Oct 09

by The_IPA on Oct 07, 2009

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Amelia Torode’s presentation from IPA Social Oct 09 — Presentation Transcript