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Brighton Mini Maker Faire Case Study

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A write-up of our work with Brighton Mini Maker Faire 2011.

A write-up of our work with Brighton Mini Maker Faire 2011.

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  • 1. Brighton Mini Maker Faire 2011Campaign Case Study
  • 2. Brighton’s first Mini Maker Fairestarted life as the dream of ahandful of enthusiastic makersand geeks...
  • 3. ...it became a major event with over5,000 visitors and widespread regional,national and online coverage -including local Twitter trending status.
  • 4. Context• Maker Faire is an event created by O’Reilly’s Make magazine that celebrates homemade creations across tech, science and traditional crafts. There are several regular events around the world• Mini Maker Faires are independently organised community spin-off events, endorsed by O’Reilly and carrying the Maker Faire brand• Early in 2011, a group of volunteers committed to organising the first Mini Maker Faire in Brighton• In May 2011, C&M was approached by the Mini Maker Faire committee• We discussed the upcoming event and ways in which C&M could help promote it• A plan was submitted to the organisers that offered a sponsorship-in-kind package whereby C&M would manage the PR and social media for the event in return for visibility throughout the campaign and at the event• We also considered it an opportunity to contribute to a local community educational event
  • 5. Campaign Goals• The campaign to promote Brighton Mini Maker Faire was two-fold: • Initially, to attract participants (or ‘makers’) for the event in a ‘call for makers’ phase • Then to draw visitors to the event on Saturday 3rd September
  • 6. Campaign PlanOur agreed campaign deliverables were as follows:Media Comms• Press releases - social media friendly releases (one for each phase)• Media target list - including local, national and bloggers• Online listings - including local/regional and nationalSocial Media• Facebook Page - create event, engagement with other relevant pages/groups, manage Facebook ad campaign• Twitter - follower building, set up custom HootSuite, create influencer lists, co-manage flow of content/ engagement• YouTube/Vimeo - Create introductory video. Optimise and seed video content (created by committee).Competition• Run competition(s) to raise awareness of Brighton Maker FaireBlog• Manage blog schedule and write/edit posts. Suggest one post per week in June/July, increasing to two or three per week in August. These will be optimised for identified keywords, in order to attract organic traffic
  • 7. Campaign Outcomes• 60+ maker applications to fill a possible 30 places• 5,473 visitors to the event• Massively engaged Twitter following, grown from zero to 700+• Facebook Page fans grown from zero to 400• Extensive media coverage across a wide range of media• Overwhelmingly positive sentiment about the event
  • 8. Key Properties: Publishing• In the run up to the event, the • C&M also created a Brighton Mini Maker Faire blog was Tumblr to collate third our main publishing platform, used to party reviews and share news about the event content after the event
  • 9. Key Properties: Social Networking • Facebook Page • Facebook Event Page • Twitter Profile
  • 10. Campaign Assets: Video• Welcome to Brighton Mini Maker • Supporting videos created by Faire video created by C&M Larchmont Films, seeded by C&M• Used on website and in online press • 3,886 combined views release• 1,340 views
  • 11. Campaign Assets: Graphics• C&M created an animated version of the Brighton Mini Maker Faire robot seagull to be used as opening cards on the Larchmont Films videos Click to play >>• We also created a badge for makers to display on their personal/professional blogs and web sites, to encourage links back to the main Brighton Mini Maker Faire site
  • 12. Campaign Assets: Press Releases• Two online press releases were created - one for each phase of the campaign• These were used in engagement with traditional media, bloggers and other online influencers 656 views 862 views
  • 13. Blogging• The majority of blog content was written, optimised and published by C&M• Additional posts were commissioned by C&M and written by third parties
  • 14. Social Media Interactions • A custom HootSuite was created to enable effective management of day to day communications• C&M was responsible for daily publishing, monitoring and responding for both the Twitter and Facebook profiles• Proactive interaction with identified influencers was a key part of this
  • 15. Social Media Interactions: Twitter• Twitter follower building was undertaken, targeting influential users in the following communities: • Brighton/Sussex • Craft/making • Tech/hacking • Family/parenting • Education• As part of this process, and to enable productive interactions, we developed these Twitter lists: • Makers (once the maker list had been confirmed - to utilise networks of participants) • Media • BMMF Team
  • 16. Twitter Competition• To increase the online buzz on in the final weeks leading up to the event, we 100+ entries ran a simple Twitter re- tweet competition, giving away ten copies of Make magazine
  • 17. Social Media Interactions: Twitter• Links shared via the @MakerFaireBTN profile generated 1142 total clicks• 70% of clicks came from UK users
  • 18. Social Media Interactions: Twitter• This chart shows Twitter activity around Brighton Mini Maker Faire before, during and after the event• As expected, there was a massive spike on the day of the event• Other spikes appeared around the publishing of new blog posts and other content (e.g. photo sets), indicating that a regular flow of content helped maintain conversation and interest on social platforms • 89.5% of Twitter followers are UK based • Total reach of Twitter output: 2.2 million Time period: 15th August to 14th September Source: TopsyLabs
  • 19. Twitter Highlights Follower count Follower count 13k 2.6k 1.3k 5k 6k 1k 1.3k 21k 3.5k 4k 10k 10.5k 1.7k 6.6k 6.8k 1.9k
  • 20. Social Media Interactions: Makers• The personal networks of makers and the committee were instrumental in enhancing the reach of the campaign• This was facilitated by pro-active outreach from C&M, that included a social media checklist for the makers: 1) Invite all your Facebook friends to the Facebook event page and ask them to pass it onto their friends: http://ow.ly/67qKb 2) Tweet about the event, using the #bmmf hashtag and @MakerFaireBTN 3) Add photos of your makes to the Flickr pool: http://www.flickr.com/groups/bmmf/ and post them to the Facebook page: http://www.facebook.com/BrightonMakerFaire 4) Post a link to the web site on your LinkedIn profile feed: http://www.makerfairebrighton.com/ 5) Write about it on your blog/Tumblr/Facebook page 6) Display a Find Me at Maker Faire badge on your blog or web site. Heres the code to use: <a href="http://www.makerfairebrighton.com/"><img src="http://www.makerfairebrighton.com/wp-content/uploads/ 2011/08/blog-logo_v2_small-1.png" img alt="Brighton Mini Maker Faire"/></a> Or you can get the image to host yourself at: http://www.makerfairebrighton.com/wp-content/uploads/2011/08/blog- logo_v2_small-1.png 7) Display a PicBadge on your Facebook and/or Twitter profile pic: http://www.picbadges.com/brighton-mini-maker-faire 8) And the old school one - email add your friends and contacts to tell them about it 9) Ask any journalists/media contacts you have if they can write/broadcast about it
  • 21. Social Media Interactions: Live Support• As well as our work in the build up to the event, C&M attended in the capacity of media liaison and social media manager on the day• Live tweeting and live blogging was undertaken throughout the day to stimulate conversations and enhance existing buzz• We produced a poster to display at the event, detailing relevant profiles and hashtags, to encourage visitors to contribute to the conversation, with a view to increasing footfall throughout the day• This was also an opportunity to make visitors aware of all aspects of the event and drive people into other areas of the venue
  • 22. Social Media Interactions: Event Highlights• On the day of the event, we achieved local trending status, with ‘@MakerFaireBrighton’ being the second most mentioned word on Twitter that day, after ‘Brighton’ itself• A week after the event, we maintained our position as most popular local profile according to Twitaholic.com, based on the number of mentions of, and interactions with, the profile, during and subsequent to the event•
  • 23. Social Interactions: Facebook• An overwhelming majority of the acquired Facebook fans are UK based, indicating a relevant user-base• It was also encouraging to see a fairly even split between male and female fans, most of which are in the 25-44 age bracket that fits with the family nature of the event
  • 24. Social Interactions: Facebook Highlights
  • 25. Media Highlights: Phase One 007_LS531_newsphilmills_editorial 16/06/2011 17:35 Page 3 latest brighton the digital capital of europe LATEST NEWS 07 L7 News latest inbox 7 comment@thelatest.co.uk days of headlines Teen Spirit, LS529 I’’ve always been the type to with Phil Mills leisure and other activities across not socialise much unless you include studying with friends. Society nowadays seems like Brighton & Hove. Those who provide they make university the most A call to decriminalise personal use of drugs; regular care, unpaid help or support secure option but really, many to people –– often relatives, friends or of my friends, though they’’re benefit cheats fined; a salute to carers & dads neighbours –– who have a disability, studying at the university, will mental health problem or long-term take a semester off to do a some of the poor souls who die every illness can now get a Carers Card. marine biology internship or year from overdoses and bad drugs. It’’s a joint initiative between study abroad, or whatever they The former governor’’s voice, the council, local charity Amaze and feel like doing and then return predictably, was lost in the political the city’’s Carers Centre, and gives back to school and to me, that wind and there are fears these discounts at places including sounds like SUCH an exciting latest calls will quickly Brighton Bowlplex, Duke of York’’s option! You’’re getting the best of fade away. Meanwhile, Cinema, ZT Fitness, City College’’s both worlds. The way you’’re while Mr Bartlett has Gallery Restaurant, their Hair and planning your future seems vowed to continue Beauty Salon, and the Dome, amazing and it seems like you’’ll upholding the law as it Komedia and Brighton Theatre Royal. get more out of it. So with every B righton Pavilion MP Caroline Lucas caused a storm with a call to decriminalise stands, Ms Lucas has promised to get the best experts in the business to debate the issues and options locally. Young carers will get discounts on a range of local activities including Funplex, Westow’’s World of Play and the Sea Life Centre. Go to accesspoint@brighton-hove.gov.uk hope, I wish you good luck! Rahie, via www.thelatest.co.uk/7 Brighton’s First Maker Faire personal use of drugs At least Brighton and Good luck to Hove mum and Im part of the volunteer team and she cited the Hove is talking. What do former Channel 4 Big Breakfast organising the first ever Maker city’’s police chief you think? Email fitness adviser Livia O’’Toole who Faire in Brighton this September Chief Superintendent comment@thelatest.co.uk has launched a business tailored (www.makerfairebrighton.co.uk). Graham Bartlett as a sympathiser. Staying with crime, the City to helping mums shift their ““baby The Maker Faire is a DIY/craft Bold and brave stands they may Council has been cracking down on bellies””. She’’s giving a talk on 29 festival, all about bringing be but they are unlikely to sway a benefit cheats. A Hove photographer June at Park Cafe in Dyke Road. peoples workshop/garage/living vote-scared Commons. who failed to declare an inheritance For more information contact room projects out into public to Twenty years ago a former of £89,000 fraudulently claimed louise@coalition-comms.com inspire and educate others. governor of Ford Prison in £15,795 in housing benefit and £524 And just so we don’’t forget dads –– Were calling for anyone with a Littlehampton told this reporter: Council Tax benefit. He was given an this is Dads’’ Week, organised by project to share to come forward ““I want to tell you why prohibition eight-week suspended sentence, Fiveways Early Years Cluster Group and apply to exhibit at the Dome has failed, that it turns users into ordered to do 200 hours unpaid and aimed at dads and male carers in Brighton on 3 September. Were criminals to finance their habits, work, and was made to pay back all who play their part bringing up trying to attract as wide a range that it wastes hundreds of millions the benefits with £930 costs. children. Events include: Poems for of makers as possible –– from of taxpayers pounds on police Meanwhile, a Brighton man who Dads at the Park View pub; Book amateur electronics enthusiasts, raids, court proceedings, probation, claimed more than £26,000 Nook Story Session at Hertford hackers and digital artists to prison and rehabilitation.”” benefits while he was living in Infant School, and Dads Do Tea at extreme knitters, paper He said then that the money –– and Egypt was caught following an the Hollingdean community centre engineers and beyond. a lot less would be needed –– would anonymous tip-off to council on Thompson Road. Email Applications close on 30 June. be better spent on improved health officers. He failed to tell anyone of dadsweek@hotmail.co.uk or phone You can find out more about provision and education for users, if his move abroad and continued to Hertford school on 01273 552931. Brighton Maker Faire on for no other reason than to save claim housing and pension benefits. Lets’’s hear it for the parents! http://pitch.pe/152405 He was given a 10-week Rowan Stanfield, volunteer, suspended prison sentence, ordered via email to carry out 300 hours of unpaid What do you think of the call to decriminalise the personal work, and to pay back all benefits use of drugs? You can also write to Letters, owed along with £930 court costs. Latest Homes, Unit 1, Level 5 North, There was good news for the comment@thelatest.co.uk New England House, New England unsung heroes –– a new free card Street, Brighton, BN1 4GH follow me on twitter latest7news giving carers discounts on a range of
  • 26. Media Highlights: Phase One
  • 27. Media Highlights: Phase One
  • 28. Media Highlights: Phase One
  • 29. Media Highlights: Phase Two theargus.co.uk/theguide The Guide Daily The Argus, Saturday, September 3, 2011 23 Things to make and do JUMBLE SALE stage Items for sale, St Luke’s Church, Queen’s Park Road, Brighton, KRATER COMEDY CLUB 01273 691862. Free, 10am Award-winning comedy as three PLUMPTON BEER AND top stand-ups and a leading MC BLUES FESTIVAL entertain you, 7pm and 10.30pm, Ales, perrys and ciders, bands play by DUNCAN HALL Sunday at 8pm, Komedia, event The results have been impressive. “We thought we would have about Gardner Street, Brighton, blues, ska and folk, bouncy castle, arts tent, face painting, magician, call 0845 2938480. £6-£25 FOR some, the idea of building 25 stands in the venue,” says Pountney. also Sunday, The Plough, Station their own electronic gadgets is Digital Festival: “We’re up to about 45 stands now. The response has been incredible. ANDY THOMAS One-man comedy show against Road, Plumpton, 01273 890311. £20/£35, starts 11.30am a pipe dream. But Brighton’s first Mini Maker Mini Maker Faire We will have stalls in the foyer bar, the streets, Upstairs At Three DIPLOCKS MARKET Faire is set to prove that the dads of the Founders Room and the corridors And Ten, Steine Street, Brighton, Hand-made and hand-picked the 21st century can produce the Brighton Dome Foyer and in the Dome complex – anywhere that 07800 983290. £8/£6, 8pm items from local artisans, same sort of wonders as our fathers Founders Room, Church Street, isn’t the auditorium. Brighton Farm Market, North did for us, despite the ever-increasing Brighton, today, 10am to 5pm, SEE HOW THEY RUN “We have tried to cover the Do It Road, Brighton, Free, 9.30am advances in technology. Philip King’s 1945 farcical gem free, 01273 709709 Yourself culture as much as we could, sees a sequence of dog-collared “Our focus is on doing rather than but we do have some stands with BALLROOM DANCING looking,” says Mike Pountney, co- strangers turn a homely wartime Also sequence dancing, bring Pountney, who confesses this will be inventions like the self-balancing vicarage upside down, Devonshire director of Build Brighton, which is the first he has attended. electric skateboard and an underwater own refreshments, Saltdean organising the first Brighton event. Park Theatre, Compton Street, Lido, Saltdean Park Road, “After the Newcastle event, which mini ROV [built from plumbing and Eastbourne, 01323 412000. “We have a big soldering and was a ways away, Build Brighton had drainage pipe and electric motors] Saltdean, £5, 7.30pm electronics workshop and a lot of £10-£18, starts 7.45pm a meeting with O’Reilly Media to which I’m quite fascinated by.” craft stands with a focus on ‘here’s how you do this’ rather than ‘here’s talk about getting one here. They have a hands-off approach, so the Maker Among the other attractions are SUMMER ICE SPECTACULAR film a chance to find out more about 3D Ice skaters become gliding something we made’. Faires are organised by local makers, performers, Congress Theatre, “Electronics have become very printing, craftwork in yarn, paper APOLLO 18 (15) with their support and branding.” and gingerbread, and how to make Carlisle Road, Eastbourne, 01323 Mock documentary mission accessible. We can now do things that Pountney’s Build Brighton co-directors home-designed computer games. 412000. £16-£25, 2.30pm Cineworld Brighton: 3.10pm, used to be extremely expensive, as are bringing in their experiences of the price of components comes down. What’s most amazing about the NOT NOW DARLING 5.20pm, 7.30pm and 9.40pm visiting other Maker Faires around event is the fact that it is all free. Odeon Brighton: 2.20pm, “Really all it takes is someone the world – Toby Cole attended one of A madcap British farce set in a to show you that it’s easy and you “We decided early on that we would London fur salon, with Damian 4.30pm, 6.50pm and 9pm the American Maker Faires in the Bay can do it.” prefer it to be a low-budget event,” Williams, Connaught Theatre, COWBOYS AND ALIENS (12A) Area, while Andrew Sleigh went The first Maker Faire was held in to Newcastle – while blending the says Pountney. “Making it free makes Union Place, Worthing, call 01903 Genre-bending sci-fi Western California’s San Mateo in 2006 by event with previous workshops they it totally accessible to everyone, and 206206 for prices. 7.30pm Cineworld Brighton: 3.40pm only MAKE magazine and O’Reilly Media. have organised. means we can get as many people FINAL DESTINATION 5 (15) Since then the events have expanded They invited makers from the in the building as possible.” THE DEEP BLUE SEA 3D smash-hit horror continuation to Detroit and New York, and crossed Newcastle event and people they knew Terrence Rattigan play duncan.hall@theargus.co.uk Cineworld Brighton: 9pm only the pond to Newcastle. from the maker scene in Brighton, anatomising the devastating “We have been keen to get a Maker before getting the word out as far as n For more information visit emotional effects of a one-way FRIGHT NIGHT (15) Faire down here for a while,” says possible using Twitter. www.makerfairebrighton.com relationship, Festival Theatre, Vampire comedy-horror thriller Oaklands Park, Chichester, 01243 Cineworld Brighton: 1.20pm, 781312. £13-£35, 7.30pm 3.50pm, 6.20pm and 8.50pm Photo by Mitch Altman Odeon Brighton: 1.20pm, VITA AND VIRGINIA 3.50pm, 6.20pm and 8.50pm Tells of the relationship between HARRY POTTER AND THE Vita Sackville-West and Virginia DEATHLY HALLOWS (12A) Wolfe, also Sunday, All Saints The adventure concludes Arts Centre, Friars Walk, Lewes, Cineworld Brighton: 07890 287456. £10, 7.30pm 2D: 3pm only SOUTH DOWNS AND Odeon Brighton: 3D: 2.15pm THE BROWNING VERSION and 8.20pm. 2D: 5.15pm only Two one-act plays; South Downs ONE DAY (12A) by David Hare is a meditation on Love story spanning 20 years learning, faith and teenage friend- Cineworld Brighton: 12.50pm, ship; The Browning Version by 3.20pm, 5.50pm and 8.20pm Terence Rattigan explores the Odeon Brighton: complexity of the human heart, 3pm, 5.30pm and 8pm until October 8, Minerva Theatre, RISE OF THE PLANET Oaklands Park, Chichester, call OF THE APES (12A) 01243 781312. £28.50, 7.45pm Apes declare war on humans Cineworld Brighton:
  • 30. Media Highlights: Phase Two
  • 31. Media Highlights: Phase TwoWe ran a competition with local listings magazineLatest7, to give away a boxed set of Make magazines
  • 32. Media Highlights: Phase Two
  • 33. Media Highlights: Phase Two
  • 34. Media Highlights: Phase Two
  • 35. Media Highlights: Phase Two
  • 36. Media Highlights: Phase Two
  • 37. Media Highlights: Phase Two
  • 38. Post Event Coverage
  • 39. Post Event Coverage
  • 40. Post Event Coverage
  • 41. Conclusions• The ultimate goal of generating visitors to the event exceeded all expectations, leading to discussions of a bigger venue for next year• C&M’s work before and during the event can be credited with sustaining a substantial buzz across traditional and online/social media and driving footfall, right up to and during the event• We now have relevant, engaged followings that can be revisited and built upon for future events• In order to keep growing the event with a view to filling a larger space next year, it would be worth considering: • Earlier announcement of maker list, to capitalise on longer lead media • More investment in Facebook advertising and a longer ad campaign in order to fully harness the potential of that network
  • 42. makerfairebrighton.comtwitter.com/makerfairebtnfacebook.com/brightonmakerfaire Photos © rowanstanfield.com

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