Social media and the impact on business communications and public relations Case: TheChangers.eu Not just another climate ...
The client <ul><li>Alliance of Liberals and Democrats for Europe (ALDE) </li></ul><ul><li>Third largest political group in...
The request <ul><li>Climate change campaign </li></ul><ul><li>22 European countries </li></ul><ul><li>Focus on changing be...
The target group <ul><li>How to campaign with  young people  ?  </li></ul><ul><li>Understand what they want, what they do,...
Approaching the target group <ul><li>Reaching young adults in their own sphere </li></ul><ul><ul><li>Online , targeted med...
The campaign concept <ul><li>Build an online community called… </li></ul><ul><li>supported by </li></ul>
There are Changers and there are Unchanged <ul><li>vs. </li></ul>
Due to the irresponsible behaviour of Unchanged and the effects of climate change the world is grey and dull…
By taking responsibility for their actions Changers can make the world full of life…
Supporting online advertisement…
Targeted banner campaign in 22 EU countries…
New EU communications <ul><li>Promoting the campaign </li></ul><ul><ul><li>Clickable  banner  on ALDE and MEPs websites </...
<ul><li>Facebook  group </li></ul><ul><ul><li>To inform </li></ul></ul><ul><ul><li>To show support </li></ul></ul><ul><ul>...
New EU communications <ul><li>Interactive European  map </li></ul><ul><ul><li>Shows who supports them and where (!) they c...
Traditional EU communications <ul><li>Launch event at European Parliament </li></ul><ul><li>Media release, press conferenc...
Supporting offline advertisement…
Presentation of TheChangers.eu <ul><li>Flash Presentation </li></ul>
How the game builds a community  <ul><li>A  map  of the European Union showing  Changers from each country </li></ul><ul><...
Outcomes : changing behaviours <ul><li>The campaign allows to </li></ul><ul><ul><li>Build a Pan-European community of youn...
www.TheChangers.eu
Ogilvy Public Relations <ul><li>Laure Van Hauwaert </li></ul><ul><li>Head of Corporate and Consumer Communications </li></...
Upcoming SlideShare
Loading in …5
×

The Changers Eu Social Media And The Impact On Business Communications And Public Relations (Tin180 Com)

1,030
-1

Published on

http://tin180.com - Trang tin tức văn hóa lành mạnh

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,030
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Changers Eu Social Media And The Impact On Business Communications And Public Relations (Tin180 Com)

  1. 1. Social media and the impact on business communications and public relations Case: TheChangers.eu Not just another climate change campaign for 30 September 2008 Ogilvy Public Relations Laure Van Hauwaert – Tomas Sweertvaegher
  2. 2. The client <ul><li>Alliance of Liberals and Democrats for Europe (ALDE) </li></ul><ul><li>Third largest political group in the European Parliament </li></ul><ul><li>100 MEPs from 22 European countries </li></ul><ul><li>Unknown as brand , </li></ul><ul><li>as they campaign under the national party's name in member states </li></ul>
  3. 3. The request <ul><li>Climate change campaign </li></ul><ul><li>22 European countries </li></ul><ul><li>Focus on changing behaviour </li></ul><ul><li>Focus on young Europeans building on their existing awareness of climate change </li></ul><ul><li>Position ALDE as frontrunner in taking action against climate change </li></ul>
  4. 4. The target group <ul><li>How to campaign with young people ? </li></ul><ul><li>Understand what they want, what they do, how and where </li></ul><ul><li>The average young person connected to digital technology has 94 phone numbers in his or her mobile phone, 78 Messenger buddies and 86 friends in a social networking community </li></ul><ul><li>They are expert multi-taskers and able to filter different channels of information </li></ul><ul><li>Friends influence each other as much as marketers do. Friends are as important as brands </li></ul><ul><li>Young people don't love the technology itself -- they just love how it enables them to communicate all the time, express themselves and be entertained </li></ul><ul><li>Source : Digital Playgrounds - Global Study From MTV, Nickelodeon and Microsoft Challenges Assumptions About Technology and Kids: July 2007 </li></ul>
  5. 5. Approaching the target group <ul><li>Reaching young adults in their own sphere </li></ul><ul><ul><li>Online , targeted media channels </li></ul></ul><ul><li>Not instruction but entertainment </li></ul><ul><ul><li>Fun, games which teach and engage </li></ul></ul><ul><li>Not alone but together </li></ul><ul><ul><li>Social networking , communities of friends </li></ul></ul><ul><li>Competitive encouragement to change </li></ul><ul><ul><li>Competition , rankings, quizzes </li></ul></ul><ul><li>Simple actions to take responsability </li></ul>
  6. 6. The campaign concept <ul><li>Build an online community called… </li></ul><ul><li>supported by </li></ul>
  7. 7. There are Changers and there are Unchanged <ul><li>vs. </li></ul>
  8. 8. Due to the irresponsible behaviour of Unchanged and the effects of climate change the world is grey and dull…
  9. 9. By taking responsibility for their actions Changers can make the world full of life…
  10. 10. Supporting online advertisement…
  11. 11. Targeted banner campaign in 22 EU countries…
  12. 12. New EU communications <ul><li>Promoting the campaign </li></ul><ul><ul><li>Clickable banner on ALDE and MEPs websites </li></ul></ul><ul><ul><li>YouTube video </li></ul></ul><ul><ul><li>Facebook application </li></ul></ul>
  13. 13. <ul><li>Facebook group </li></ul><ul><ul><li>To inform </li></ul></ul><ul><ul><li>To show support </li></ul></ul><ul><ul><li>To discuss </li></ul></ul><ul><ul><li>To post news </li></ul></ul>New EU communications
  14. 14. New EU communications <ul><li>Interactive European map </li></ul><ul><ul><li>Shows who supports them and where (!) they come from in Europe </li></ul></ul><ul><li>Announcing competitions </li></ul><ul><ul><li>Give away prizes </li></ul></ul>
  15. 15. Traditional EU communications <ul><li>Launch event at European Parliament </li></ul><ul><li>Media release, press conference </li></ul><ul><li>Photo opportunity at Open Door days </li></ul>
  16. 16. Supporting offline advertisement…
  17. 17. Presentation of TheChangers.eu <ul><li>Flash Presentation </li></ul>
  18. 18. How the game builds a community <ul><li>A map of the European Union showing Changers from each country </li></ul><ul><li>A rolling counter of Changers in Europe </li></ul><ul><li>A ranking system for the most successful Changers. </li></ul><ul><ul><li>Number of other Changers recruited to the community </li></ul></ul><ul><ul><li>Number of action points earned </li></ul></ul><ul><li>A Facebook application allowing Changers to share the game and invite friends from their other social networks. </li></ul><ul><li>There is also be a Facebook group for the Changers community </li></ul><ul><li>Competition for the most active Changers </li></ul>
  19. 19. Outcomes : changing behaviours <ul><li>The campaign allows to </li></ul><ul><ul><li>Build a Pan-European community of young adults who have changed their behaviour and that of their friends and family </li></ul></ul><ul><ul><li>Move the climate change debate from awareness raising to action </li></ul></ul><ul><li>TheChangers = positioning the political group ALDE </li></ul><ul><ul><li>Group drives concrete action on climate change </li></ul></ul><ul><ul><li>Group understands how to communicate with young adults </li></ul></ul>
  20. 20. www.TheChangers.eu
  21. 21. Ogilvy Public Relations <ul><li>Laure Van Hauwaert </li></ul><ul><li>Head of Corporate and Consumer Communications </li></ul><ul><li>O gilvy Public Relations Worldwide, Brussels </li></ul><ul><li>+32-02-545 66 80 </li></ul><ul><li>[email_address] </li></ul>Tomas Sweertvaegher Account Manager O gilvy Public Relations Worldwide, Brussels +32-02-545 65 47 [email_address]
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×