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Toby Gunton & Penelope Lipsham - Social Media '09 (a mashup* event)

by mashup* Event on Nov 18, 2009

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Toby Gunton & Penelope Lipsham

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Toby Gunton & Penelope Lipsham
Moonwalking Bear & Kleenex Twitter Map
Social Media '09
a mashup* event
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Toby Gunton & Penelope Lipsham - Social Media ’09 (a mashup* event) — Presentation Transcript

marketing sense. digital people

PHOTO: MORIZA, FLICKR

THE CHALLENGE RAISE AWARENESS OF ROAD SAFETY TO CYCLISTS AND DRIVERS CREATE A TV AD THAT COULD WORK ONLINE SEED THE VIDEO TO MAXIMISE EXPOSURE

THE STRATEGY

SOCIAL MEDIA OPTIMISATION & SOCIAL MEDIA MARKETING

THE RESULTS

16 MILLION VIEWS ON VIDEO-SHARING SITES

MARCH 19 TH & 20 TH 2 ND MOST BLOGGED VIDEO JUST BEHIND SOME BLOKE CALLED BARACK

CYCLING BLOGS: 5,092 VIEWS TO DOTHETEST EMAILED TO 16K LIST

SOCIAL BOOKMARKING: SENT 1.5 MILLION VIEWS TO DOTHETEST

52,300 RESULTS ON GOOGLE BLOGS FORUMS DISCUSSIONS RIP OFFS TRIBUTES ETC.

12,534 VIEWS SENT TO SITE 4 FAN GROUPS

RESULTS WERE MORE THAN NUMBERS…

1/3 OF LONDON MOTORISTS & CYCLISTS RECOGNISED THE CAMPAIGN (TFL DATA)

Results

1/3 of London motorists & cyclists recognised campaign (TfL data)

Results

1/3 of London motorists & cyclists recognised campaign (TfL data)

KEY LEARNINGS

INTEGRATE ON & OFFLINE FOR MAXIMUM IMPACT

– TV AND ONLINE ARE NOT ENEMIES

MAKE IT EASY FOR YOUR AUDIENCE

– GET IN TOUCH, OPTIMISE SHARING FACILITIES.

ENGAGING CONTENT YIELDS MORE

– CREATIVE IS THE KEY TO SUCCESS

EFFECTING A REAL CHANGE

– NUMBERS ARE GREAT, BUT REAL CHANGE IS KEY

PHOTO: MROMEGA, FLICKR

THE CHALLENGE SUPPORT A TRADITIONAL PR CAMPAIGN DRIVE PRESS COVERAGE CONNECTING KLEENEX WITH HAYFEVER POSITION KLEENEX AS USEFUL

A HAYFEVER MAP

#atishoo

THE RESULTS

KEY LEARNINGS

SOCIAL MEDIA CAMPAIGNS CAN BE NEWSWORTHY

– CAMPAIGNS CAN GENERATE COVERAGE IN MEDIA

TECHNOLOGY CAN HELP PROVIDE CONTENT

– SIMPLE EXECUTIONS THROUGH FAMILAR TOOLS

TAKE ADVANTAGE OF PROVEN BEHAVIOUR

- EXISTING CONCEPTS CAN HELP WITH FAMILIARITY

UTILITY CAN BE AS POWERFUL AS ENTERTAINMENT

– IT’S NOT ALL ABOUT FUNNY VIDEOS!

THANK YOU

Toby Gunton & Penelope Lipsham - Social Media '09 (a mashup* event)

by mashup* Event on Nov 18, 2009

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Toby Gunton & Penelope Lipsham - Social Media ’09 (a mashup* event) — Presentation Transcript