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Creative Twitter leverage
 

Creative Twitter leverage

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As the social and digital world keeps growing you can't argue that it's important to keep track. In my Final Major Project I had a look at human behaviour in social media. Studied their habits and how ...

As the social and digital world keeps growing you can't argue that it's important to keep track. In my Final Major Project I had a look at human behaviour in social media. Studied their habits and how to acheive viral effect. As an end result of my reasearch I created a creative concept to present my achieved knowledge and a way to leverage it.

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    Creative Twitter leverage Creative Twitter leverage Document Transcript

    • Home @ Connect # Discover SearchCreative Project By Helene Follesoy
    • Home @ Connect # Discover SearchContentsIntroduction 2Aims and Objectives 2Today 3Where are we now? 3Social Media 3Human Habits 4Tomorrow 5Technology 5Social Media 5Viral 6Interviews 7-10Steve Allsopp, Saatchi & Saatchi London 7-8Snorre Martinsen, Saatchi & Saatchi Norway 9Antony Mayfield, Consultant on digital marketing, media and business 10The Past - Case Studies 11“Don’t Tell Ashton” 11“VW Zoom” 12“Levi’s Spy” 12“Singing Tweets” 13“Twitter Race Citroën” 13“Twitter Race Mercedes2 14“Bonafont” 15“Old Spice” 15Creative 16Creative Brief 16Creative Concept 17Creative Execution 18Website 19Twitter 20-21Web Banner 22Adshel 23-25Board 26-27References 28-30Appendix 31Interviews 32-40Steve Allsopp - Saatchi & Saatchi London 32-33Snorre Martinsen - Saatchi & Saatchi Norway 34-35Antony Mayfield - Consultant on digital marketing, media and business 36-40 1
    • Home @ Connect # Discover SearchIntroductionIntroductionThe Internet has come to stay and so has the social media. Muscat (2011) senses that “Social networking isnot just growing on the web but towards mobile social networking as well. The use of mobile devicescontinues to grow and be part of our culture and I’m sure we will see lots of changes in the future steeringtowards mobile social networking.” Marketers and advertisers can now meet the consumer at all times.Mobile devices are always with a person, almost all the time they are awake. This quote from the social mediaapplication “Path” founder Dave Morin describes the change we are facing “First, we are now in the Post-PC,Mobile era. In the PC era we would often ask: are you online or offline? In the Mobile era this is no longer thecase. You are simply sleeping or awake.” (Arnesen, 2012)Obviously the world is changing and there is nothing else to do than to stay updated in the new world ofsocial media. In August 2011 Twitter had 200 million registered users and 450 000 accounts created everyday. (Malik, 2011) Twitter is growing in an extremely high speed and the interaction between the usersconfirms us that the TwitterSphere is going to stay for a while. (Sysomos, 2010)Aims & ObjectivesAims- To create a unique and powerful campaign with Twitter as its main media platform to raise awareness of the charity Save The Children.Objectives- Explore the Twittersphere and understand the Twitter users ride in the social media universe.- Investigate how Twitter works with the users and how we can leverage that in advertising.- Discover new ways to take advantage of Twitter and gain knowledge about viral campaigns. 2
    • Home @ Connect # Discover SearchTodayWhere are we now? TwitterThe world is trying to follow the new Twitter was called a form of “micro-blogging”technology and new trends as it flies fast by. and in a way it still is, but now it is officiallyA few years ago it would be 10 years between an information network. As Twitter says itself:every huge change in technology and trends “Twitter is a real-time information network thatbut now it could only be a few months connects you to the latest information aboutbetween every new discovery. The statistics what you find interesting.” (Twitter, n.d) A tweeton the use of digital media are out of date even can be no longer than 140 characters, butbefore we read them. People use the Internet could still be valuable information. You canmore and more (Cartwright, Sequeira, 2010) also attach a photo, video link and other mediaand 60 % of the world’s Internet users have a content. (Twitter, n.d)Facebook account. (Onlinenemba, 2012) Twitter is basically used to communicate, one instant message goes out to many people atSocial media once. You can send out a message to anyone you want, you do not need to be “friends” toWhile media is an instrument of be able to do that. If you want feedback on anycommunication, social media would be a work you have done or if you have asocial instrument of communication. This is question about your flight, you will most likelynot just a website that gives you information, get an answer.but interacts with you while giving youinformation. Instead of regular media, which is “I’ve likened Twitter to ‘acceptableonly a one-way communication, you have a eavesdropping’ and pointed out how easy ittwo-way communication with social media. makes it to join the conversation. Twitter is one(Nations, n.d) of the fastest ways to make inroads with other people in your industry. It also gives you some“Social media” has quickly become a standard insight into who companies and bloggersin both web and cultural vocabulary. It simply are as people; their likes, their dislikes, theirdescribes the powerful new ways individuals personalities. This can be invaluable when itare engaging with content on the Internet, and comes to putting together pitches and buildingvice versa. This reality has revolutionized the relationships both inside and outside of yourbusiness community and people have never industry.” (Laycock, 2008)been more close and immediately connected.The web has become a new “destination”for millions of people all over the world anda new form of communication has appearedout of necessity, the social media. (Websmart.tv 2011)Things can spread a lot quicker than beforewith the help from digital media andparticularly social media. Social media hasbuilt a bridge between the consumer andbusiness, which forces brands to respondquicker. (Cartwright, Sequeira, 2010) Follow me. 3
    • Home @ Connect # Discover SearchTodayHuman habitsHumans are in need to express them selves By searching for “I hate” and “I love” on Twitterdigitally. (Websmart.tv 2011) Here are eight of the findings are huge, roughly every ten seconds 20 newdifferent digital needs: tweets appear. This also states that people want to express themselves digitally. Some examples:1. Peace of mind: Need to feel comfortable and self-assured. ”Big Easy Express: I love these2. Control: Need to manage life in the most effective way, to reduce the complexity of bands, pretentious pontifications life. notwithstanding. Great3. Enrichment: Need to further experiences, photography, too. EXCITED!” knowledge or communication through using tools and applications only ”I hate doing the surveys on job available online. applications. so redundant.”4. Self-development: Need for continuous (2012, Twitter) learning and immediate access.5. Expression: Need for freedom of speech 43 % states that social networks helps them to and self-expression. connect and share easily and 51 % feels that it helps6. Recognition: Need to be recognized, them connect with people with the same state of mind. respected or famous. Another drive is that it enables them to belong and be7. Connect and share: Need to accepted by their friends. (Cartwright, Sequeira, 2010) communicate, connect and share.8. Acceptance: Need of acceptance, to be Humans have always been in need for social part of a group. interaction but with social media we are in need (Cartwright, Sequeira, 2010) of social networking. No wonder social media is growing so fast, it is a new and easier way for humans to communicate with each other. 4
    • Home @ Connect # Discover SearchTomorrowTechnology Social mediaSmartphones are only growing bigger due to easier By understanding the digital needs of humans andWiFi access and of course to the smarter and smoother how they think on social medias will be beneficial whenportable screens. Judy Franks says in an article in customizing an advertising campaign on Twitter.WARC that in 2012, TV will be “everywhere”. Brands are connecting more and more with(Franks, 2012) What this means is that you consumers and consumers expect quick responsecan watch TV on your smartphone, tablet and from brands. Social media is a two-waycomputer. Thanks to WiFi you will have access to most of communication, which companies shouldentertainment and information in you hands at all leverage to engage and interact with theirtimes. According to several websites and people consumers and therefore achieve customer loyalty.smartphones will/is a big part of our daily life. Almost Only 13 % of members use social networking sitesany media can adapt to the mobile devices and different to find out more information about brands.applications are being invented only for mobile devices. (Mintel, 2011) Successful companies will embrace Internet to its fullest and ensure that criticism fromThe fact that brands need to respond and act consumers are replied to which then will becomequicker will lead to more hijacks and guerrilla marketing. positive messages. (Cartwright, Sequeira, 2010)Brands will find out what the consumers think faster andthen act quicker, often at the expense of competitors.Two examples that happened recently:When the iPhone 4S was launched in SydneySamsung took the attention away by opening a store afew doors down selling the new Galaxy S for 2 dollars.Only ten were sold at this price each day, but it madea queue for the Samsung near the Apple store. AlsoSamsung’s recent ad is mocking Apple fans in theirqueue with quotes like: “I can’t have a Samsung – I’mcreative” “Dude – you’re a barista”. (Calladine, 2012) Tweet me. 5
    • Home @ Connect # Discover SearchTomorrow Viral Studies identify that digital advertising and promotions Even though it is almost impossible to be are seen by most people, but this does not mean that ensure that a campaign will go viral there are a it actually catches their attention. few points that could push it in the right direction: (Cartwright, Sequeira, 2010) Andrew Chen explained this in a simple way: 1. Answers a question or evokes an emotional response “If you’re Youtube, but have 2. Addresses a hot topic that people are no content, then no users will searching for or talking about stick around. Yet if you have no 3. Title, description, and video thumbnail are users, then you have no one to compelling & generate clicks upload content. So you need to 4. Video is short and sweet ideally 2 minutes or break out of this local minimum less – if not annotate until you cross some threshold 5. Gets off to a strong start propelled by paid, – this is the critical mass point.“ owned, and earned media (Chen, 2008) 6. People feel compelled to share for four reasons – tap into at least 1 The most difficult part by making something viral is to - People share content to source information & hit the first audience. To do this you need interesting spark discussions and engaging content. Bill Gates said it in 1996, as he - People share content others might find seemed to know the future of the Internet. valuable (Bailey, 2010) Recently Ed Gould from Carswell Gould, - People share content because it aligns with an integrated marketing agency, said the exact same their identity and how they want to be thing: “Content is King!” That is literally what a viral perceived campaign needs, good content, in the first round at least. - People share content to maintain and grow relationships 7. Eliminate things that would make people reluctant to shareIt is when the content evokes a strong response at the consumers, even if it is negative or positive, that is how theystart talking about it and then it spreads. (Cartwright, Sequeira, 2010) By knowing the target audience’s digital needsand matching that with the points above with the creative idea you would be very close to having a viral campaign. 6
    • Home @ Connect # Discover SearchInterviewsSteve Allsopp - Saatchi & Saatchi LondonSteve Allsopp is an art director at Saatchi & SaatchiLondon. He is very positive to Twitter and it is thefirst thing he opens every morning. His generalperception of Twitter is that it made freedom ofspeech easier and the fact that you are allowed tofeel more connected to people you admire. The bestthing, he says, is that you do not have to be active inusing it, but then get so much out of what otherpeople are tweeting. When it comes to SaatchiLondon, they use Twitter more and more toadvertise themselves. To show what the agency isdoing, promoting brands they have as clients. Otherthings they promote with Twitter are the graduatescheme, which he explains is an effective way toreach thousands of students.The positive about Twitter usage for individuals thatyou can follow people you admire, hear what people “That really did show the power of Twitter”have to say, what their creative views are but also toshare your own work and what you discovered on Another good example is that some ad studentsthe Internet. used Twitter to get a job. They basically created five different twitter accounts with the words “Hire Us”What he says is negative with it is that you have to appearing on the person’s profiles. They targetedbe careful of what you say, as it is a direct reflection creative directors and started to follow them oneon you and what you think. after the other and when all of them had followed a creative director “Hire Us” appeared at the rightAs Saatchi London, brands have a great corner. By clicking on one of the letters you would beopportunity to promote things you are doing and to redirected to a profile where you could see all theirshow who you are. It is also a tool you can use to latest creative work. (Watch the video for betterfind out what others are saying about you and what understanding of the stunt. http://bytes.fallonhot-their perception is. If a customer has a complaint dish.com/2011/07/02/well-this-is-one-of-the-clev-and tweets about it, Steve says he will (almost) erest-ways-we%E2%80%99ve-seen-someone-guarantee that they will be in touch in a very little use-twitter-to-get-hired-twitter/)time. He adds that he could talk about this for hoursbut that he probably should stop baring in mind my Some of his clients use Twitter and he wouldother questions needs answering as well. recommend to always use Twitter. He says it is always appropriate, but it is hard to do it well. YouWhen it comes to examples on bad Twitter usage have to be interesting and do it with personality, andcelebrities and sportspeople are often in trouble for of course engage.expressing their real opinions. He mentioned Easyjetas they have not responded to their Twittercomplaints page in months. A great example ongood Twitter usage is that a video of a racist womanwas posted on Twitter and within a few hours shewas arrested. 7
    • Home @ Connect # Discover SearchInterviewsSteve Allsopp - Saatchi & Saatchi LondonI asked him if Saatchi monitored Twitter or if eachcompany did this and his response to that was thathe had no idea.I asked him what he thought was the nest big thingin social media and the first thing he said was thatit was for sure not Google+. He also added that ifhe knew the answer to that question he would beworking on it himself. Facebook will change overthe next few years, but nothing will emulate for along time. Steve also said that he thought Facebookwould adopt some version of Google+’s “circles”.Where groups of your friends can only see certainthings about you.The interview ended with this question: Have youheard about “Path”? If so, how do you think it willaffect Facebook and Twitter? His response wassimple: “I have literally never heard of it. What is it?”I thanked him for taking the time to answer and howmuch it would help me with my project. I thenexplained what Path is:“Path is kind of like Facebook, but you can onlyhave 150 friends and it is only for smartphones. Ananthropologist defined “dunbars numbers”, as theacademic term, which is that the biggest group ofpeople one individual person can keep up a stablesocial relationship with is 150 people.https://path.com/ 8
    • Home @ Connect # Discover SearchInterviewsSnorre Martinsen - Saatchi & Saatchi NorwaySnorre Martinsen is a senior creative at Saatchi &Saatchi Norway. He swears to Twitter, he meansthat it is the place you hear things first. The futureof Twitter is on mobile and that it will become moreand more @conversations and DM than link posts.Less broadcasting and more dialogue basedcommunication, however at the same timecontinue to broadcast offers/advertise. Even thoughhe thinks it is hard to predict the future he hopesthat Twitter sticks to what they are good at but stillcontinue to evolve and improve their corefunctionality. To search in old tweets for example.When it comes to advertising on Twitter he sayscontent is what is important, Twitter is the channel.He also says that we all have seen good exampleson advertising on Twitter, creativity and relevance iskey to a good advertising campaign.Saatchi Norway is quite casual on Twitter, a few I asked if he would recommend his clients to usetweets a week. Snorre tells me what he tells their Twitter if it was appropriate and he said he would ifclients: they used it fully and not in bits and pieces.“Twitter is a place where we share and Saatchi Norway control some Twitter accounts indiscuss inspiration, learning and campaign periods, but mainly they wish andentertainment, not a place for bragging.” recommend their clients to be responsible for their own account. He also ads that Twitter is a placeBrands are people and that is just as true for Saatchi you expect immediate response and a place whereas for Toyota. conversations takes place, so it would almost beLike all social media strategy: The only thing you impossible to control this as an agency.need is “The cardamom law”: The interview is coming to an end and I ask the“One shall not bother million-dollar question: “What do you think will beothers, the next big thing in social media?” Snorre says thatOne shall be nice and the person who knows this will be a very wealthykind, man or woman. There are loads of services and applications that are launching lately whereOtherwise one may do as functionality is built around aggregation or bookone pleases.” marking. It is in the crossover where services like Percolate, Gimmebar and Pinterest meet the socialOnly a handful of Saatchi’s clients use Twitter and aspects to products like Instagram, Path and Picle,then only for customer service. Snorre says that the new interesting things will happen, Snorre states.Twitter usage in Norway is not that big yet and is Categorization and card file sharing is the trend andprimarily used to support campaign activities. we will definitely see if we can make it social in aThough he thinks that this will change thanks to the greater extend than it is now.high iPhone and tablet penetration in the As kind as Snorre is he offered to make his answersNorwegian market. more detailed if I needed it and translate them (they were in Norwegian). 9
    • Home @ Connect # Discover SearchInterviewsAntony Mayfield - Consultant on digital marketing, media and businessAntony Mayfield is a consultant, author andcommentator on web media strategy, social media,online content, reputation management anddigital literacy. He is a frequent user of Twitter andbelieves it will grow significantly. He says it isbecoming like email, becoming an essential part oflife. It is becoming everyday and he mentions ClayShirky about how he thinks it becomes verypowerful, but then it becomes mundane. The reasonwhy Twitter has expanded so much these last fewyears is because of the network effect he says. Thateverything you add a person to a network it doublesthe number of connections. And as this spreads itbecomes more and more useful for people to addand come and use it.At the discussion of different social medias Antonymentions that we behave differently in differentsocial networks and that Twitter may be “too much”now and then. You have to be able to dip in and outof that network to not feel overwhelmed.Facebook is more of a personal channel where youshare things with your closest friends and family.When asked about what we should and should notdo on Twitter his answer was basically that it variesfrom person to person or business to business butthe most important factor was to know whom youare and what you want to share before you starttweeting.Smartphones is a big important trend.“I think that obviously mobile is huge the factthat people that more and more people havepowerful pocket sized computers with bigscreens. Now I myself have an iphone for fiveyears but for most people they only just got itin the last six months to a year and the rest ofthe population and I think that most phones thatsells this year will be smart phones, that’smassive and we don’t even know where that’sgoing to go but it’s definitely going to be huge.”I thanked him for the interview and he wished meluck with my project. 10
    • Home @ Connect # Discover SearchThe Past Case Studies“Don’t Tell Ashton”Berghs School of Communication wanted to makethem selves known to the industry and attractpeople from all over the world to study at theirschool. They invited people to join a project to makethe first artwork made by Twitter users.People could join by tweeting “I’m on the worldsfirst artwork made by Twitter users” and then theirTwitter avatar popped up in the artwork. The morefollowers you had, the bigger your picture wouldget. Twitter artwork, Don’t Tell Ashton. (donttellashton.tumblr.com, 2011)The only person who had enough followers to fill the frame was (at the time), Twitter God, Ashton Kutcher.Because of this they urged people to “Don’t tell Ashton”. The 17th of May 2010 the donttellashton.com camelive and three days later the artwork was complete.4 000 000 people was reached from 151 countries and major industry press was picked up. The “Don’t tellAshton” was ranked number 1. creative piece by creativity online, written about all over the world; fromJapanese blogs to Russian print press. The first week, if you googled don’t tell Ashton you would get 130000 results. Still no one had told Ashton. The students travelled to LA to show him the artwork. Finally Ashtontweeted about it and reached his 5 000 000+ followers. (Bergh School of Communication, 2010, donttellashton.com) This Twitter stunt also made them win gold in Eurobest 2010. (Eurobest, 2011) 11
    • Home @ Connect # Discover SearchThe Past Case Studies“VW Zoom”This campaign from Volkswagen was about finding free festival tickets and other giveaways. The more tweetsthat were made with a certain hashtag, the closer a map zooms in to show people where the free tickets andgiveaways are located. The hashtag that was used was in the top trending tags almost immediately.(Twittercampaigns.com, 2011.)“Levi’s Spy”Levi’s campaign was about finding their jeans instead of festival tickets. Still it was not the same sort ofcampaign as Volkswagen. They actually used Twitter as an information platform and sent out hints of the location of the jeans. If someone thought they spotted the jeans they had to ask “Are those Levi’s” and if theywere right the person wearing them would take them off right on the spot and give it to them.(Twittercampaigns.com, 2011.) 12
    • Home @ Connect # Discover SearchThe Past Case Studies“Singing Tweets”Orange launched singing tweet-o-grams with Rockabellas as accapella singers. If you used the hashtag#singingtweetagrams Orange picked some of the best ones and Rockabellas would sing your tweet in the studio. Within a few hours the accapella trio turned them into little songs and sent them back to the users.(Newton, 2010)“Twitter Race Citroën”This campaign from the Netherlands made users direct the Citroën driver by tweeting the driver where to go byusing the hashtag #ds5race. Once the destination was reached the users had a chance to win a new CitroënDS5 by being the first to tweet a secret message. The goal was to direct the driver closer to the users location.After the driver had driven 8 hours, the driver stopped. Then the users raced to the drivers location to retrievethe secret code found in the car. The first person to tweet the secret code won the Citroën DS5.(Imagemanagement, 2011) 13
    • Home @ Connect # Discover SearchThe Past Case Studies“Twitter Race Mercedes”This Twitter race was a bit different and more complicated than the Citroën race. The race was between fourteams who started from different locations and each of the teams had special Mercedez Benz that werepowered by tweets. Each tweet would power their car 1 mile, while their location was followed in real time on amicro site. The users actually advertised themselves so they would get enough tweets to get to the finish line.(Carmooch, 2010) 14
    • Home @ Connect # Discover SearchThe Past Case Studies“Bonafont”Bonafont wanted to remind workers to drink at least the recommended daily amount of water. They sent, to anengaged twitter user, a fridge and when the fridge opens it sends out a tweet. Each tweet leads to a websitepromoting the importance of keeping hydrated. If the fridge is not opened in a certain amount of time it tweetsto its owner reminding them to drink some water. Once a month they sent a tweeting fridge to a new personwho joined the campaign. (Suongir, 2011.)“Old Spice”Old Spice has been one of the most memorable Twitter campaigns. What actually went on in this campaignwas that one commercial aired at the Super Bowl. The rest of the campaign was on Twitter and Youtube. If youtweeted a question to ”The Man” he would film it and put it on Youtube. (Duncan, 2010) 15
    • Home @ Connect # Discover SearchCreative BriefClient: Save the Children Deadline: 15.05.12Do’s: Be impressively creative and use Twitter’s features to your advantage. Use Twitter as the main media platform.Dont’s: No TV commercials, keep the budget to a minimal. Don’t feel restricted by the budget or media but rather creatively challenged.Insight: They look at their children and in addition to be a role model they would never want their own children to ever have to deal with some of what others experience every day. It is time for them to step up and fully commit to being a better person.Activity: This campaign Behaviour: When they Barriers: “I want to help,needs loads of social are asked what charity but I feel charities seem tomedia publicity, mainly on they support they will nag. This makes me sayTwitter. answer Save The no without thinking about Children. It will become what they actually stand the top of mind. for.”Audience: Busy, up-to-date people from 30-40 years old.Sophia (34) and David (36) live in St. Albans outside London. They have two beautiful children, one girl (3) andone boy (5). Their alarm clock rings at 06.30, children in the kindergarten at 07.30 and they’re at work by 8am.David is a creative director at an advertising agency and Sophia is an elementary school teacher, which theyboth enjoy. Sophia is finished at work first and then she picks up the children before returning home to makedinner. They enjoy the family life, but sometimes they need a break or an adventure. It might just be a night onthe town, have a fancy dinner or maybe just go to the cinema. Comedy is also one of their fellow hobby andthey try to go to a comedy show or just watch a sitcom on TV as often as they can.Economically they do very well and they have all the new tech gadgets like ipad, iphone etc. They use socialmedia frequently, both Facebook and Twitter. Facebook to keep up with friends and family and Twitter to stayupdated about technology and world news. The persons they follow on Twitter depends on what they tweet,not who they are. They may follow Lady Gaga for her personal tweets and not especially because they like hermusic.Proposition: Let children be children. They need our help and we need theirs. 16
    • Home @ Connect # Discover SearchCreative Concept#OutOfTheMouthsIt is concerned that the target audience feel The target audience go to Twitter for information,that charities are nagging and their response is but sometimes they feel the urge to expressautomatically “no” when asked to donate, this themselves. This campaign takes advantage ofcampaign does something that is very unusual to do: this to the fullest. By using an easy hashtag, whichMake them donate and engage because they want is an extract from the famous saying, it will beto not because they have to. This campaign is about easy to share something they are proud of: theirmaking them feel something other than guilt when children. Though these people are not the ones whothinking about Save the Children. They will sit back with immediately express their anger towards thea feeling of gratitude for their own lives and children. barista at the coffee shop for making the wrong coffee, they do have a special desire to “brag” aboutThe concept is based on “Out of the mouths of their kids or just general happiness. The growthbabes and innocents”, which the audience is well of smartphones is huge and as Antony Mayfieldaware of and often hear different ones from their believes: Most of the phones sold this year will bekids or other kids they know. By using the hashtag smartphones. This campaign builds on the easy#OutOfTheMouths and write your own, for access to Twitter and encourages the audience toexample “I love blueberries because they are filled use their smartphone at each media platform for thewith jam” Lisa, 5. At that moment when that hashtag campaign.is used it automatically appears in “the book” atwww.outofthemouths.co.uk and on your To get something viral is never for certain but this campaign has the best possible startingTwitterpage. You can write as many tweets as you point with a good and emotional content. As Edlike and read through all of the tweets in “the book”. Gould, among others, says, “content is king”. ThisWhen it has reached 1000 pages, ca 14 000 tweets campaign is based and customized on thethe campaign closes and the book is now target audience emotions and lives, whichavailable to buy and the money goes to Save the then means that the “content is king” for them.Children. This is something that will make them smileor chuckle and get a good feeling out of. The media platforms are chosen in terms of where the target audience will be and what is the most efficient towards the campaign. By using Twitter as a channel to hold everything together are an effective, but a quite new and interesting way to engage the audience. Save the Children’s logo is on Tweet, tweet! all medias to remind them whom this campaign is from so that Save the Children is always top of mind. To start the campaign Save the Children will release the www.outofthemouths.co.uk with a few tweets there already. Some celebrities will be asked to tweet as well to get the word out there. Then boards, adshels and web banners are released to get maximum effect. 17
    • Home @ Connect # Discover SearchCreative Execution#OutOfTheMouthsAll artefacts are designed with the colours of Save the Children: black, red and white. This is to relate thecampaign to Save the Children but also to make them easily recognised. Red is the colour of love and emotion,which fits perfectly with the target audience and the campaign.Website“The book” is a virtual book on the website, which only consists of the tweets with the #OutOfTheMouthshashtag. On this website you can also find information about the campaign, countdown to a 1000 pages anda direct link to donate to Save the Children.See next page for better view of the website. 18
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    • Home @ Connect # Discover SearchCreative ExecutionTwitterTwitter is used to get the audience to engage with the campaign. The brilliance of hashtags is that you can clickon a hashtag and be continued to a list with all tweets where that hashtag have been used. Also the hashtagis blue and easily differs from the other tweets without hashtags.See next page for better view of the Twitter page. 20
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    • Home @ Connect # Discover SearchCreative ExecutionWeb BannerThe web banner is in the same design as the website and begins with a “Out of the mouths” sentence. Thefont is a children friendly font and will draw the attention from regular fonts at the website. What this bannerdoes is engage the audience by making them click through more than one “page”. When you have read thefirst sentence you smile and want to read another one, then you can click on the arrow towards the right andsee another one. It is three “pages” before the last one appears and explains what the campaign is about andwhat you can do to participate.The web banner will be at online papers like The Sun, The Guardian and The Independent because the targetaudience reads these papers frequently. 22
    • Home @ Connect # Discover SearchCreative ExecutionAdshelThe adshel is digital and a “live” media. The design is the same as the rest of the campaign: a blackbackground with white, chalky writing and the red Save the Children logo. The first they will notice is theheading: “The World’s Biggest Book Written By Children”, which is engaging in itself because it makes themcurious but also especially for the target audience as they are parents as well. Further down it explains thecampaign and encourages them to join. When you tweet with the hashtag near by the adshel it will appear onthe adshel (and the virtual book). This way it will be more interesting to do because it you can see immediateresponse (which you also do when you do it online with the book.) This will make the audience engaged andmay even check out the Out Of The Mouths website as encouraged at the bottom of the adshel.The adshel will be located at local bus stops, train stations and shopping malls.See next few pages for better view of the adshels. 23
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    • Home @ Connect # Discover SearchCreative ExecutionBoardThe board is a bigger version of the web banner. The same design with the black background, white, chalkywriting and the red Save the Children logo. There is one big, engaging sentence from the book and then a smallexplanation of the campaign a long with the Save the Children logo.Boards will be located at tube stations, train stations, bus stations and shopping malls.See next page for better view of the board. 26
    • Home @ Connect # Discover Search 27
    • Home @ Connect # Discover SearchReferencesOnlineAllison, 2012. What Does Twitters New Censoring Ability Mean To You. [Online] Available at: http://www.blogworld.com/2012/01/27/what-does-twitters-new-censoring-ability-mean-to-you/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+BlogWorldBlog+%28BlogWorld+Blog%29 [Accessed 7 February2012]Arnesen, Marius, 2012. Path, den Sosiale Stien Videre. [Online] Available at: http://nrkbeta.no/2012/01/04/path-den-sosiale-stien-videre/ [Accessed 8 February 2012]Bailey, Craig, 2010. Content is king by Bill Gates. [Online] Available at: http://www.craigbailey.net/content-is-king-by-bill-gates/ [Accessed 20 March 2012]Banyanbranch.com, 2010. Top Twitter Campaigns of 2010. [Online] Available at: http://www.banyanbranch.com/social-blog/top-twitter-campaigns-of-2010/ [Accessed 8 February 2012]Calladine, Dan, 2012. Media Trends 2012. [Online]: Available at: http://www.warc.com/Content/ContentView-er.aspx?MasterContentRef=5b6745b7-bc15-44fe-87b4-3cfcf8e3518d&q=media+trends [Accessed 10 April2012]Carmooch, 2010. Mercedez Benz Twitter Race. [Online] Available at: http://blog.carmooch.com/index.php/2010/12/mercedes-benz-usa-launches-worlds-first-twitter-fueled-race/ [Accessed 8 February 2012]Cartwright, Trixie, Sequeira, Ana Patricia, 2012. Decoding Digital Needs: In Search of the Hub Consumers.[Online] Available at: http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=03b864ef-209f-4b3e-a051-d896b28c1ba4&q=consumer+digital [Accessed 15 March 2012]Chen, Andrew, 2008. From zero to critical mass, vira. [Online] Available at: http://andrewchenblog.com/2008/05/14/social-network-marketing-getting-from-zero-to-critical-mass/ [Accessed 20 February 2012]Digitalstrategyconsulting.com, 2012. Marketing on Twitter. [Online] Available at: http://www.digitalstrategycon-sulting.com/netimperative/news/2012/02/marketing_on_twitter_survey_re.php [Accessed 20 February 2012]Duncan, 2010. Old Spice. [Online] Available at: http://theinspirationroom.com/daily/2010/old-spice-twitter-responses/ [Accessed 8 February 2012]Durables, 2011. VW Zoom. [Online] Available at: http://pictures.recombu.com/news/M12430/1286187042_w670.jpg [Accessed 8 February 2012]Falls, Jason, 2012. Integrating Social Media Across The Organisation. [Online] Available at: http://www.so-cialmediaexplorer.com/social-media-marketing/integrating-social-media-across-the-organization/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+SocialMediaExplorer+%28Social+Media+Explorer%29 [Accessed 7 February 2012]Franks, Judy, 2012. 10 marketing trends in 2012. [Online] Available at: http://www.warc.com/Content/Con-tentViewer.aspx?MasterContentRef=c74566f3-2554-45dd-8616-2a5d205ea800 [Accessed 20 February 2012]Gardner, Jonathan, 2012. Why content is king. [Online] Available at: http://mashable.com/2012/02/02/context- 28
    • Home @ Connect # Discover SearchReferencesdigital-marketing/ [Accessed 20 February 2012]Grenney, Jamie, 2012. What does it take to go viral? [Online] Available at: http://blogs.salesforce.com/strat-egy/2012/02/what-does-it-take-to-go-viral.html [Accessed 20 February 2012]Hostsite, 2010. Levi’s iSpy. [Online] Available at: http://pictures.recombu.com/news/M12430/1286187042_w670.jpg [Accessed 8 February 2012]Imagemanagement, 2011. Citroën twitter race. [Online] Available at: http://www.imagemanagement.in/slides/00025-Top-5-Innovative-Campaigns-on-Twitter-in-20111.html [Accessed 8 February 2012]Laycock, Jennifer, 2008. Five Reasons Twitter is an Essential Social Media. [Online] Available at: http://www.searchengineguide.com/jennifer-laycock/five-reasons-twitter-is-an-essential-soc.php [Accessed 7 February2012]Laycock, Jennifer, 2008. Twits to tweeple. [Online] Available at: http://www.searchengineguide.com/jennifer-laycock/part-one-from-twits-to-tweeple-why-i-emb.php [Accessed 7 February 2012]LinkedIn, 2012. Steve Allsopp. 20.03.12 [Online] Available at: http://www.linkedin.com/profile/view?id=126466456&locale=en_US&trk=tab_pro [Accessed 20 March 2012]Luke, 2011. 15 of the Best Twitter Campaigns. [Online] Available at: http://blog.neworld.com/2011/15-of-the-best-twitter-campaigns/ [Accessed 8 February 2012]Macmillan, Gordon, 2012. 500 million UK [Online] Available at: http://wallblog.co.uk/2012/02/22/twitter-pass-es-the-500-million-user-mark/?utm_source=twitterfeed&utm_medium=twitter&utm_term=Digital,+social+media,+SEO,+social+networking,+digitla+media+paid+content,+pay+walls+&utm_content=Digital,+social+media,+SEO,+social+networking,+digitla+media+paid+content,+pay+walls+ [Accessed 20 February 2012]Malik, Om, 2011. Twitter by the numbers (Infographic) [Online] Available at: http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/ [Accessed 8 February 2012]Mintel, 2011. Report. [Online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=545141&anchor=atom#atom0 [Accessed 19 March 2012]Monty, Scott, 2011. Twitter Business Guide. [Online] Available at: http://www.scottmonty.com/2011/10/twitter-business-guide.html [Accessed 7 February 2012]Muscat, Francois, 2011. Is social networking here to stay? [Online] Available at: http://blog.wsidigitalmarket-ing.com/index.php/social-2/social-networking-is-it-really-here-to-stay/ [Accessed 20 February 2012]Nations, Daniel, n.d. Social Media. [Online] Available at: http://webtrends.about.com/od/web20/a/social-me-dia.htm [Accessed 6 February 2012]Onlinemba, 2012. Social Media Demographics. [Online] Available at: http://www.onlinemba.com/blog/social-media-demographics/ [Accessed 15 March 2012] 29
    • Home @ Connect # Discover SearchReferencesPictures.recombu.com, n.d. Orange singing tweets 2010 Thomas Newton. [Online] Available at: http://pictures.recombu.com/news/M12430/1286187042_w670.jpg [Accessed 8 February 2012]Plancast.com, n.d. Snorre Martinsen. [Online] Available at: http://plancast.com/user/1643518 [Accessed 20March 2012]Quinn, Ben, 2011. Social network users have twice as many friends online as in real life. [Online] Available at:http://www.guardian.co.uk/media/2011/may/09/social-network-users-friends-online [Accessed 15 February2012]Stucken, Andrew, 2010. About Wifi. [Online] Available at: http://www.bbc.co.uk/webwise/guides/about-wifi[Accessed 6 February 2012]Sølvi Suongir, 2011. Bona Font [Online] Available at: http://suongir.blogspot.com/2011_06_01_archive.html[Accessed 8 February 2012]Twittercampaigns.com, 2011. VW Twitter Zoom Campaign. [Online] Available at: http://www.twittercampaigns.com/vws-twitter-zoom-campaign/ [Accessed 8 February 2012]Wasserman, Todd, 2012. Clever social media campaigns. [Online] Available at: http://mashable.com/2012/02/26/clever-social-media-campaigns/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+Mashable+(Mashable) [Accessed 20 February 2012]Webopedia.com, n.d. Wifi. [Online] Available at: [06.02.12] http://www.webopedia.com/TERM/W/Wi_Fi.html[Accessed 6 February 2012]Wsidigitalmarketing.com, n.d. Social media. [Online] Available at: http://www.wsidigitalmarketing.com/social-media.aspx [Accessed 20 February 2012] 30
    • Home @ Connect # Discover SearchAppendix 31
    • Home @ Connect # Discover SearchAppendix InterviewsSteve Allsopp – Saatchi & Saatchi LondonWhat do you generally think about Twitter?Like I said in this email, this is a really open ended question...But I generally think it’s a good thing. It’s thefirst thing I open every morning and definitely use it more than other social media such as facebook. It’s madefreedom of speech a lot easier (not always a good thing) and allowed people to feel more connected to peoplethey look up to and aspire to emulate. Whether that’s a celebrity or someone in a line of work they want to fol-low. The best thing is you don’t have to be active in using it to get anything out of it, I can go weeks withoutwriting a tweet but get so much out of what other people are tweeting, whether that’s a great site to look at,somewhere good to go for a drink or a good recipe for something.What does Saatchi London think about advertising themselves on Twitter?Saatchi’s, just like any good agency, has started to use Twitter more and more to advertise themselves onTwitter. It’s more a case of releasing teasers for ads or ads themselves, so it’s more a case of promoting ourbrands rather than the agency itself. It’s definitely a useful tool for showcasing the agency’s work though as ithappens, which can only be a good thing for the agency. We also use it to promote things such as the graduatescheme, as it’s easily the most effective way to reach thousands of students.What do you think is positive and/or negative about Twitter usage?I’ve probably touched on a few of the good points already, but it’s mainly the reach you can get from using it.I could probably talk about this for hours, but it’s probably best if I don’t... There are different positives andnegatives for different people I guess:For individuals - For myself, following people who are in the industry whether they’re creative teams or creativedirectors just lets me see how other people think, what they’re up to work wise. It’s also a great way of sharingwhat you’ve been looking at on the net, if you’ve found a great photographer for example. And vice versa, ifsomeone flags up a great use of typography and tweets it, it’s a great source of finding little things which stayup in the old brain for inspiration further down the line. A negative I guess is you have to be careful what yousay, as it is a direct reflection on you and what you think. Whatever you write/share links to shows how youthink.For brands - It’s a great way at publicising what you’re doing, what you’re about and who you are. It’s also anawesome tool for finding out what people think about you and what brand perception is. Brilliant at handlingcustomer complaints too, if it’s done right. If you ever have a slight complaint about anything, tweet about itand I’ll (almost) guarantee that they’ll be in touch with you in minutes.I better stop now or I really will talk about it for hours on end.Do you have any examples on good or bad Twitter usage?Ah there are hundreds of bad examples. For celebrities, for particular sportspeople, there are loads of storiesof people getting into trouble for expressing their real opinions about why they’ve been dropped or whatever.In fact I think I’ve read about several football managers wanting to ban their players from using it. There’s theobvious example of Dianne Abbott in the last few days tweeting racist comments and facing the sack over it.A bad example of a brand using it is Easyjet, where they have a complaints twitter page, which apparently theyhavent responded to a complaint on for months.Actually a great example of good twitter usage was the racist woman on the tram incident a couple of weeksago. The video of her racist ranting was posted on Twitter and within a few hours she was arrested. That reallydid show the power of Twitter.A great example of ad students using twitter to get a job is this http://bytes.fallonhotdish.com/2011/07/02/well-this-is-one-of-the-cleverest-ways-we’ve-seen-someone-use-twitter-to-get-hired-twitter/ 32
    • Home @ Connect # Discover SearchAppendix InterviewsDo some of your clients use Twitter?Yep.Would you recommend any of your clients to use Twitter? (If it is appropriate)It’s always appropriate to use Twitter, it is hard to do it well though. If you are going to be interesting to yourconsumers you need to do it with personality. You really need to engage and be interesting. Honestly can’tthink of a brand that does this particularly well to be honest. If you look at the Old Spice Twitter it’s an exampleof how to do it badly (in my opinion) as their TV ads are great but the Twitter feed could be great but seems tolet it down somehow.Do Saatchi monitor Twitter themselves or do each company monitor it?I honestly have no idea...What do you think is the next “big thing” in social media?Not Google+ that’s for sure. If I knew the answer to this question then I’d be working on it myself... I think theirwill be a lot of changes in Facebook over the next few years but nothing will emulate it for a long long time.The use of circles in Google+ was interesting, I think Facebook will adopt something like this in the near future.Where groups of your friends can only see certain things about you. So you’re effectively creating different ver-sions of yourself for different people in the same social netwrok. If that makes any sense.Have you heard about “Path”? If so, how do you think it will affect Facebook and Twitter?I have literally never heard of it. What is it?Hope that answers your questions, you might have to cut through some of the rabble. Let me know if there’sanything else you want to know. 33
    • Home @ Connect # Discover SearchAppendix InterviewsSnorre Martinsen – Saatchi & Saacthi NorwayHi Helene,I’ll answers directly into the mail, as it will be easy and clearly for you. If you want the answers in English I canrewrite them for you.What do you generally think of Twitter?I swear to Twitter. It is and will be that place where you hear things first. It’s indisputable that Twitter’s strengthand core lies here and the reason that so many of us have been using it in something that begins to resemblea number of years.What do you think is the future for Twitter?We all know Twitter is moving more and more towards the “mobile”. What that actually means is that it is more“@conversations” than before and far less link posts. This doesn’t necessarily mean that the tweet quality (andtherefore Twitter) goes downwards, but hopefully to a more @ and DM based than it has been. Therefore lessbroadcasting and more dialogue based communication. Brands, media owners (including bloggers and spe-cialist websites) will at the same time continue to broadcast offers/advertise. It is hard to predict the future, butI can tell you that I hope it sticks to what they are good at, but still continue to evolve and improve their corefunctionality. Search in old tweets for example.Do you think Twitter can be used to advertisement?We have all seen good examples on Twitter used for advertisements, for big international brands especiallyand pop cultural articles like film/music generally. I am aware that my answer is very vague, but like anythingelse Twitter is only a place, a channel. It is the content that determines if the usage is good or bad. What spon-sored stories apply, I haven’t noticed that much yet, men the same rule applies. A media or advertising channelis only as good/bad as the story you tell there. Creativity and relevance “manage this ship”.What does Saatchi Norway think of advertising themselves on Twitter?As an agency we use Twitter at a pretty casual level. There’s a few tweets a week, but as we tell all of our clientsTwitter is a place where we share and discuss inspiration, learning and entertainment, not a place for braggin.Brands are people and that is just as true for Saacthi as for Toyota.What do you think is positive and negative with Twitter usage?I’ve probably touched this topic in several of my previous answers, but short and sweet; “Be the person you’dlike to meet”. Or like all social media strategy: The only thing you need is “Kardemommeloven”.One shall not bother others,one shall be nice and kind,otherwise one may do as one pleases.Do your clients use Twitter?As a contact point for customer service a handful of our clients have a Twitter account. The truth is that tem-porally the twitter usage in Norway isn’t big enough (yet) to it be used to anything but a support medium forcampaign activities. This is something I believe is about to change in the time that comes. Thanks to the highiPhone and tablet penetration in the Norwegian market. 34
    • Home @ Connect # Discover SearchAppendix InterviewsWould you recommend any of your clients to use Twitter (if it is appropriate)?I recommend all of my clients to do things fully and completely, not in bits and pieces. So, yes, if it is appropri-ate Twitter is a great place to be. If you are Jølstad funeral agency, not so much.Does Saatchi Norway control Twitter or does the clients do this?It varies. Some clients wish our assistance to control their twitter accounts in campaign periods, but mainlywe wish and recommend the client to be responsible for their own twitter account. Twitter is a place you ex-pect immediate response and a place where live conversations takes place. In other words it would almost beimpossible to control as an agency – as long as you don’t have carte blanche from the customer on languageform, and a cultural map from the get go.What do you think will be the next big thing in social medias?The person who has the answer to that will be a very wealthy man/woman. There are loads of services andapplications that is launching lately where functionality is built around aggregation or book marking. It is inthe crossover where services like Percolate, Gimmebar and Pinterest meet the social aspects to products likeInstagram, Path and Picle, new interesting things will happen. Categorization and card file sharing is the trend,we’ll see if we can make it social in a greater extent than it is now. Than aside from places like Flickr and Etsy– which has a specific area or a cultural theme.If you would like more detailed answers or if I misinterpreted any of the questions, let me know. I have plentyof time this week.Kind regards,Snorre. 35
    • Home @ Connect # Discover SearchAppendix InterviewsAntony Mayfield - Consultant on digital marketing, media and businessAntony Mayfield, 19th 16.00, Skype.A: Hi. Hey Helene.H: Hi.A: How are you doing?H: Fine, thank you. How are you?A: Good, thanks. Sorry again about yesterday, my mistake.H: Oh, that’s fine. So, do you have time now?A: Yes, I do, yes.H: OK. It is about my creative project and it is about Twitter. Eh, basically I going to advertising campaign onTwitter as a final project. So I’m doing a lot of research about Twitter usage in UK and in Norway and thedifferences between the two. Because in the UK, you use it a lot more than Norwegians. For now, I think it’sgoing to change.A: Well, I think it’s growing everywhere. It will grow in the UK, it will slow down here and speed up in Norwayprobably.H: Yeah. Have you ever seen the differences between Norway and the UK?A: I haven’t, no. Or if I have I can’t remember.H: No. Have you seen the difference in other countries and the UK?A: Yeah, the US is the biggest penetration, UK and other countries, Japan and Indonesia is quite big isn’t it?H: Yeah, I think so.A: Yeah.H: Do you think Twitter will expand?A: Yes, I do. I mean I think it’s kind of, it’s becoming like email. 15 years ago, it’s becoming an essential part oflife. I mean in the UK you can see the use of it, it’s so wide spread that it, you know is how you cancommunicate. I think it is part of how you can communicate with customer services now. I think it’s part of howyou can communicate with TV and news paper and things like that and its part of public life. It’s quite bizarre,it’s loosing its novelty. Its becoming everyday and this is what Clay Shirky. Do you know Clay Shirky?H: No. Oh, yes, yes, I know him.A: Yes. He says, you know what he says about social media, or any communication technology. It becomes really powerful, but it becomes mundane. So when it becomes boring and something that everyone does.That’s the point, it’s a really, really powerful medium. I think that is happening to Twitter. Something you justgot to do these days.H: Yeah. Why do you think Twitter has expanded so much these last few years?A: Well, it’s basically, it’s a combination of reasons. I mean, technically its network effect. You know you arefamiliar with network effect. That everything you add a person to a network it doubles the number ofconnections. So as it’s spreads it becomes more and more useful and the more people who use it the moreuseful it becomes, the more reason there is for even more people to add and come and use it. So we’reprobably, you know we’re moving in to the maybe the, do you know the fusion of innovations? Adoption model.I think we’re in to late majority and I guess the next five to ten years we’ll see people being mocked up by thelater doctors. 36
    • Home @ Connect # Discover SearchAppendix InterviewsH: Yeah, I think we need more and more other people’s opinion to decide what we need.A: Well, that’s the technical reason the other is just very efficient affective and the verse tar way of commu-nicating and also of managing knowledge in networks. So it’s very powerful way to find out what’s going on,to share information. We’re now seeing increasing as well like celebrities and businesses are able to use it tocommunicate directly to people so its very powerful in those senses. And also you can see the way sometimessomebody who isn’t incredible well connected within the network but it’s the person who have a useful idea orinteresting an idea that can spread very, very quickly as well. And you know, it’s also struck because it’s had anaffect on things it’s had an affect on politics on business and business being able to see the ones who aren’tusing it, being able to see that it had, that it changes it’s a powerful tool.H: Yeah. Do think it could be used more in advertising? Not for the customer service but for more advertising.A: Yeah, well I think it’s roll in, I’m not sure about advertising. I mean, advertising as, it depends how you defineadvertising, if you are talking about advertising as paid messages and paid content, not really it doesn’t havea huge role in it. I mean there is the promoted tweets mechanism, which is being used really well by somebrands. If you look at a few brands like Burberry for instance, they’re probably one of the most advancedbrands around when it comes to social media, they are investing a huge amount of their budget into to digitaland social media stuff is absolutely fantastic. And not just twitter I mean, I am particularly impressed with theway they use things like Instagram and Google+. So they’re a real leader, but that’s marketing and that’s brand-ed content, it’s not advertising. You know, when the kind of marketing we’re still going through this change atthe moment but still a long way to go, still although it’s changing very quickly is that advertising may not bethe centre of the marketing mix the centre for it means to produce a brand, it still is now if you want to provethat you just have to look where the money is. I mean its still mainly in advertising, but its changing as brandsrealize that its more efficient and more useful sometimes to earn that attention or to spend that money to on Ithink that were starting especially online paid advertising as being a way of distributing branded content andstart to think of it as a few years ago or even now is that people think about social media, public relations andsearch engine optimization as things as support advertising. And I think that may change in the next few years,certainly that’s my point of view and that’s certainly what my agency is about. Putting earned attention andearned media at centre so what travels adverts, travelling Twitter yeah they do, but so does other stuff and youknow what travels in Twitter is what the different network they find most interesting, some of the things youhave to think about with twitter it is not one network, not one platform and not one audience it’s a complexnetwork of networks of people’s interests and friend groups so there’s a lot of complexity in there. You know,we have to ask these questions about how do we use twitter in marketing or how does twitter, what works ontwitter but those are really very simplistic questions.H: Yeah. You talked about Dunbars numbers in your web presence presentation. Was that Path you were talk-ing about?A: Sorry, Path, sorry?H: Path, yes.A: Path? Dunbars numbers.H: Yeah, it’s a new app social media.A: Oh yes, Dunbars number, no.H: 150. On Path you can only have 150 friends.A: Haha, oh right. I didn’t know. I’ve looked at Path but I really haven’t tried out yet. Do you think I should? 37
    • Home @ Connect # Discover SearchAppendix InterviewsH: Yeah, I think you should.A: I’m putting it on my list now. So they have taken that from Dunbars numbers. Here is what path is in thatsense it’s trying to be a more thoughtful approach to a social network less about numbers, less about bigscale, that’s interesting. I mean I don’t know whether it would be successful or whether we could judge its suc-cess already or whether it would last, but it’s an interesting part a movement I think at the moment or a trend,which is kind of a back splash against the scale or not a back splash its too strong a word but kind of countermovement to the kind of mass social networks what people are trying to do with social networking being twit-ter, facebook, path, pinterest, the works, instagram is work out what role does these have in my life and theyonce you get pass the novelty how are they useful and how do they fit into my life. And some people rightly feelkind of nervous and uncomfortable about big friend networks and you know and I guess that path is playingtowards that. Its kind of part is what I think of as a slow social media people want to in some circumstances likeslow down the paste I don’t want 100s of, I mean I subscribe or I follow something like 900 people on twitterand it’s too many really to keep a close track of but actually probably most of those people don’t post tweetsall the time, but it’s probably a little bit too noisy kind of a channel a stream that I need to dip into and dip outof and I’m comfortable with that but my facebook that’s actually that’s kind of about friends and family and Ithink its narrowing I’m probably unsubscribing from a lot of people I don’t and peaceful and not necessary Imight stay connected to them but I don’t want to see everything they say, I would much rather than just seeingfriends and people that is relatively close to me. Yeah, so I guess Path is definitely part of that, a trend abouthumans exploring and trying to work out what all of this means and how it can be useful to them and not howthey disrupt their lives. You know, in a negative way. Disrupt in a positive way actually.H: What do you think we should not do on Twitter?A: Well, I guess the answer to that varies from person to person. I mean you know I think as I said in the lectureI think that we need to think about what our twitter network is and what we want to share with that. Who weare when we are there, are we our work self, are we our personal self, are we a mix of the two, how much ofthose things do we want to put on there. So you kind of have to have a view of your self of what’s appropriateand what’s not appropriate for you in that network. And I think the same goes for brands as well when they areusing twitter. Brands and twitter are a funny thing because of twitter is kind of built for individuals and brandsaren’t individuals. Haha. So sometimes they can be, I sometimes think that brands need to think about whattheir presences are gonna be like in terms of what useful streams of tweets and content they put out there. Is itthe best of what everybody is saying or is it news is it like kind of the of the front page of their website in termsof telling what’s going on in the organisation. You know, some brands are gonna have different twitter profilesfor local stores or for niche interests or for offers and that kind of thing. So I mean that’s all the process of work-ing out who we gonna be on twitter and what our different profiles are for. I mean some people may maintaina couple of profiles personally they maintain to work on the silly personal one or I know someone who’s gota twitter profile for them selves, which is pretty much themselves and mainly work but kinda their work socialself and then they got another one which is about their fitness that one is taking automatic readings from thewifi enabled scales and it’s where they upload their nike+ results and other exercise stuff and what they’re eat-ing because they don’t want to put that to their other streams. I think that’s quite neat. You know, it’s decidingwhat you are going to use it, deciding how you’re gonna be useful and then kinda sticking to that. Obviouslyfor individuals you don’t wanna do I think just especially if you want to have any kind of professional network inthere as well and you wanna do things like not tweet when you’re angry, not tweet when you’re drunk and alsoto think about things like just I guess self centering in a way as if just thinking about how things might comethrough for others, trying no to say things that can be misinterpreted especially for celebrities or leaders ofcompanies. I mean Rupert Murdoch has been hilarious over the last week, he’s had to delete tweets and backtracked on things, I mean it’s incredible because pouring out his mind through and nobody seem to be able tostop him. It is just interesting to see how that’s evolving. 38
    • Home @ Connect # Discover SearchAppendix InterviewsH: I always say that if “mum could read this”.A: Yeah, and sometimes you know and yeah mum can read this. Twitter is a publicly, searchable and appearon your google results.H: What do you think about Google+?A: I think its really interesting, well like a lot of google stuff it is really well engineered. From a user interfacepoint of view its functionality and stuff I kind of prefer it to facebook as a piece of technology I think it’s reallylovely. At the moment in terms of my network it’s all geeks and it’s just people that are really interested in socialmedia or technology they’re all in that talk, but I haven’t done of stuff in there a lot at the moment. But I think itlooks it’s really good, so it has a chance of succeeding. It’s only been around for a very short while. You thinkthings like, well you know pinterest is the latest and that’s been around a couple of years before it got to thestage where it’s really motoring, instagram the same been around for a while, twitter was it was still 3-4 yearsbefore that really began to become mainstream, I’m sure it was in 2006. So give it time I think that if you’re abrand, I’m persuaded now I’m just coming to a phase where I think that it’s worth investing in depending onwhat kind of what comes stage of sophistication a brand is at. I think if it’s leading its field should be lookingseriously at it now and probably is. If it’s kind of like argument anybody else has. You can probably wait aroundand see what everyone else is doing. One of the things who are someone who is really smart about this stuffsort of from a branding point of view was that get really good data in there and the fact that it connects andintegrates so well with search that is really attractive. Yeah, so I like it I don’t know what’s going to happen withit, lets wait and see. But we’ll just have to wait and see. The google+ hang out is brilliant I used that the otherweek we had like 9 people on videoconference, well 10 people on videoconference with each other. It’s reallystable, it’s really, really good. One thing about google and them and amazon best infraconstructer in the world,huge amount of data really well resourced wealthiest companies in the world, keep investing in it. I think there’skind of you know I mean facebook I don’t see any in a few years it cant be seriously challenging facebook asa leading social network.H: Yeah. It’s quite the same with the friends and only has friends updating statuses and stuff. It’s pretty muchthe same.A: Yeah. You sort of thing at the moment, as I say, it seems to be kind of like twitter crossed with facebook forme. It’s all people I know on twitter posting stuff on facebook like interfaces you know it’s quite interesting. Butyeah there’s not a lot of between them and one of things that’s nice about it as well as the way you can manageyour network in a lot more simple way with the circles function and I think that is really cool.H: What do you think will be the next big thing? I know you said you didn’t want to say, but.A: When you say next big thing, stuff that we are looking at for this year that is big from an advertising pointof view or a marketing point of view it’s the integration of different earned media disciplines so I think that PR,social organization, social media and content strategy. I think those four things I think they need to merge andI think that when they put together properly they are really powerful and they will be taking a lot of money awayfrom a paid media. That is a big important trend. I think that obviously mobile is huge the fact that people thatmore and more people have powerful pocket sized computers with big screens. Now I myself have an iphonefor five years but for most people they only just got it in the last six months to a year and the rest of the popu-lation and I think that most phones that sells this year will be smart phones, that’s massive and we don’t evenknow where that’s going to go but it’s definitely going to be huge. In terms of platforms at the moment I guesswe can kind of obsessed with it in our agency, instagram is huge. It’s brilliant, I haven’t stopped using it, I’mjust too addicted to it, it’s absolutely gorgeous. But yes, I mean that’s huge I think as well hue ration generallyas well helping to show you a lovely things it’s really, really big things like the fantasy.com, things like pinter-est things like there’s a whole bunch of them anyway the fantasy and pinterest those are really big and that’skind of interesting and then I think the other thing that really interesting for us right now is the, did you see theeconomist presentation it’s called lean back media. If you google lean back media by the economist then the 39
    • Home @ Connect # Discover SearchAppendix Interviewsnumber one result is slide share presentation by the publisher from the economist they produced an amazinglygood ipad application obviously, it’s absolutely superb but they got this presentation based one their experi-ence for the publishing industry and seen about how people are using tablets and how they are using them in adifferent way and I think there is some data from tattler, GQ and a whole bunch of other magazines that showsthe people who used it read the ipad version or use the ipad app three years ago app things spending threeor four times much time with that publication than they do with the paper copy and they’re spending long timereading articles on a computer or on a phone and they kind of developed this idea of their new demographicof mass intelligence and people who are using digital media to get in depth with things rather than the shallowlevel of the kind of the used to and stuff short videos and short articles and short tweets and that’s really inter-esting to me and I think the way that people are using these devices and finding new ways of communicatingand consuming content and sharing content that’s fascinating and I think that’s going to be really interestingto watch this year as well.H: Everything is happening so fast now. Before it was ten years ahead and now it is months.A: They do, yeah. Six months is what they said in that presentation as far as you want to predict anything. SoI mean yeah, there’s your other trend disruption and destruction, complexity and uncertainty and it used to bethose three words would be things that strike fear into the heart of anyone in the marketing advertising busi-ness and I think now that is the state of play, that’s how things are and how things will be for a long time. Thoseare the kind of things to take as your certainties, uncertainty is you certainty.H: Yeah, I think advertising and marketing and PR, they have to follow the technology not the other way aroundso. I think everything will change.A: Absolutely.H: Well, I think I got everything I needed. Thank you so much. Thank you for your time.A: OK, good. You are very welcome. Good luck with your dissertation.H: Thank you.A: Bye.H: Bye. 40