10 Creative Ways to Create an Impact Online

106 Creative Ways toCreate an Impact Online
April 2011
Ben Cotton
contact@ben-cotton.com
@bencotton
socialwebthing.com

Ben Cotton
Award winning blogger who has been writing about social media, PR and employability since ‘07
Also blogs for Edelman Digital, Behind the Spin and Tweasier
Has previously worked in a busy press office, famous cricket club and PR research centre
Working for Edelman Digital since the beginning of 2010
Currently working out of Edelman’s Dublin office

Past
‘In the future, everyone will be world-famous for 15 minutes’
(Andy Warhol, 1968)

Present
The internet has revolutionised the way we seek and share information
The conversations are the same, except they are taking place online
It’s created potential opportunities for interaction and communication

The web & us
Over 80% of the UK are online (New Media Trend Watch)
More than 10 million Smartphones in the UK (Comscore)
Being online and making an impact has never been more important

15 minutes just got closer
Who produces media has shifted from the few to the many
Everyone is now a photographer, journalist and film maker
Everyone can now create, publish and share content

Everyone has a voice
Everyone can be part of the conversation
Information obesity makes being heard more difficult
Global audience watching and talking about organisation’sbehaviour

Tools of the trade

Internet sensation…
Some people do make an impact online and achieve fame
Do they have trust, credibility and authority?

Success or failure?
Impact over desired outcome
Huge difference between influence, exposure and popularity

What was the thinking?
Stand out
A challenge
Enhance application
Larger audience
Tools of the trade

Overall
The examples had a clear and measurable objective
Some targeted a small number of high value influencers
The others are simply outstanding examples of work that got people noticed
But all used social media as the platform to showcase their creativity, skills and experience

Jed Hallam, Wolfstar
Facebook campaign explaining 10 reasons why he should work at Wolfstar
Considered getting a Barbershop quartet to sing the reasons!
Got people to write endorsements and support on the group’s wall
Was invited for a trial and offered a job within a week!

Laura Tosney, 33 Digital
Produced YouTube video introducing herself and explaining why she should work at 33 Digital
Uploaded recommendations from colleagues on Vimeo to support her application
Demonstrated understanding of the platform, creativity and videos skills

Graeme Anthony, Frank PR
Uploaded a YouTube CV video introducing herself and explaining why agencies should employ him
Outreached to a small number of high value influencers who shared the video with their networks
The video went viral and Graeme was trending on Twitter – he got a job!

Brandon Kleinman, TBWA
Understood potential employers and clients would check his digital footprint
Created Facebook album explaining why agencies and clients should hire him
Demonstrated expertise and technical skills in a fun and interactive way

Josh Halliday, the Guardian
Created and managed hyperlocal news site for the SR2 area of Sunderland
The blog enabled him to gain hands on experience of creating and editing online news, not just journalism
Highlighted his passion for technology and new ways of publishing the news – ideal traits for a role at the Guardian

Michael Wekall, Ryan Leander & Matthew Mahaffey
Created a campaign to receive ‘A Hug From Taylof Swift’
Taylor set them 3 challenges to complete and others started joining in
Executed a full campaign including PR, social media, social network and WOM

Not just social media

The pitfalls
Personal privacy
Extremely public
Potentially damage digital footprint
Could look stupid and damage reputation

Conclusions
Utilised social media to bring their creative idea to life
Names now score highly on Google for things relevant to their career
Achieved their objectives and made an impact online
Showed great creativity, judgment and confidence in their own ability

Final thought
‘Sometimes the little times you don't think are anything while they're happening turn out to be what marks a whole period of your life.’
(Andy Warhol, 1975)

Any questions?

Thank you
Contact details Available from
contact@ben-cotton.com slideshare.net/bencotton
@bencotton socialwebthing.com

10 Creative Ways to Create an Impact Online

by Ben Cotton on Apr 11, 2011

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