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

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Toby Gunton & Penelope Lipsham
Moonwalking Bear & Kleenex Twitter Map
Social Media '09
a mashup* event
mashupevent.com

Published in: Business, Technology
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  • WHY Transport for London, came to Altogether & sister agency WCRS to promote road safety to cyclists & drivers. The core target audience were cyclists and drivers The Objective was to raise awareness of road safety, specifically how easy it is to miss cyclists when you are looking elsewhere The brief was to create a TV ad that could also be used online With a very small TV media budget, our core objective was to devise a Social Media strategy to amplify the campaign online and reach out to the target audience of people who might either drive or cycle in the Greater London area.
  • The campaign centred on an ad which challenged viewers to count the number of passes made by one of two teams of basketball players. This initially distracts from the fact there is a moonwalking bear amongst the basketball players Altogether created a Two Tier Strategy to amplify the creative Advocates: target those actively engaged online around cycling & London Likely to be eager to take up message Niche/small reach Mainstream: synchronise activity on mainstream sites as most cyclists/drivers are not ‘fanatics’ Meant going outside core audience Improved chances of reaching most important audience
  • HOW To amplify we used a mixture of Social Media Optimisation and Social Media Marketing Optimisation is the technical side – ensuring that content is easily shared and found [share options on site, YouTube embed code enabled, social media profiles optimised through tagging, social bookmarking] Marketing consisted of starting and participating in conversations [placing content in popular social media sites, blog and forum outreach, sharing video on multiple social media channels where conversations take place]
  • Key KPI was awareness, so numbers were important to determine reach, particularly with regards to video views Also important to showcase awareness change and effective reach of target audience
  • To date there have been over 16 million views through video sharing sites In addition over 56,000 users have favourated the video and over 15,000 have commented on the video
  • Over 5,000 views on niche cycling blogs – reaching the core target audience
  • Of the 16million views, 1.5 million people clicked through from Social Bookmarking sites
  • Huge visibility through presence and discussion on a multitude of social media sites
  • It also inspired users – who set up Facebook fan pages and created spoof videos
  • The most significant measurement is that the campaign affected real change
  • Measureable increased awareness leading to a change in behaviour with motorists claiming to check their blind spot more often for cyclists and cyclists saying they will do more to avoid being in a vehicles blond spot.
  • Most importantly, the fact that 1 in 3 motorists and cyclists in London were aware of the campaign and between 40-50% of those aware felt they would change their behaviour as a result, we believe it is fair and modest to estimate that our campaign was the catalyst that led to a year on year decline in cycling casualties in 1 out of 5 instances.
  • Key KPI was awareness, so numbers were important to determine reach, particularly with regards to video views Also important to showcase awareness change and effective reach of target audience
  • The campaign was kicked off on TV to gain traction and the aim of Social Media was to amplify interest sparked by those who saw the TV ad, and to reach those that didn’t.
  • PR agencies are rapdily adopting social media as a channel, so it’s not surprising that we often find ourselves working on PR focused campaigns, however, it is unusual for the primary objective to be driving press coverage. In this case it’s exactly what we were
  • Inspired by the Twitter snowmap from earlier in the year we focused on an idea that was aimed primarily at creating coverage
  • Crowd-sourced hayfever data
  • Inspired by the Twitter snowmap created by Ben Marsh, from earlier in the year we focused on an idea that was aimed primarily at creating coverage
  • Key KPI was awareness, so numbers were important to determine reach, particularly with regards to video views Also important to showcase awareness change and effective reach of target audience
  • Inspired by the Twitter snowmap from earlier in the year we focused on an idea that was aimed primarily at creating coverage… and coverage it achieved…
  • Key KPI was awareness, so numbers were important to determine reach, particularly with regards to video views Also important to showcase awareness change and effective reach of target audience
  • Toby Gunton & Penelope Lipsham - Social Media '09 (a mashup* event)

    1. 1. marketing sense. digital people
    2. 2. PHOTO: MORIZA, FLICKR
    3. 3. 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
    4. 4. THE STRATEGY
    5. 5. SOCIAL MEDIA OPTIMISATION & SOCIAL MEDIA MARKETING
    6. 6. THE RESULTS
    7. 7. 16 MILLION VIEWS ON VIDEO-SHARING SITES
    8. 8. MARCH 19 TH & 20 TH 2 ND MOST BLOGGED VIDEO JUST BEHIND SOME BLOKE CALLED BARACK
    9. 9. CYCLING BLOGS: 5,092 VIEWS TO DOTHETEST EMAILED TO 16K LIST
    10. 10. SOCIAL BOOKMARKING: SENT 1.5 MILLION VIEWS TO DOTHETEST
    11. 11. 52,300 RESULTS ON GOOGLE BLOGS FORUMS DISCUSSIONS RIP OFFS TRIBUTES ETC.
    12. 12. 12,534 VIEWS SENT TO SITE 4 FAN GROUPS
    13. 13. RESULTS WERE MORE THAN NUMBERS…
    14. 14. <ul><li>1/3 OF LONDON MOTORISTS & CYCLISTS RECOGNISED THE CAMPAIGN (TFL DATA) </li></ul>
    15. 15. Results <ul><li>1/3 of London motorists & cyclists recognised campaign (TfL data) </li></ul>
    16. 16. Results <ul><li>1/3 of London motorists & cyclists recognised campaign (TfL data) </li></ul>
    17. 17. KEY LEARNINGS
    18. 18. <ul><li>INTEGRATE ON & OFFLINE FOR MAXIMUM IMPACT </li></ul><ul><ul><ul><li>– TV AND ONLINE ARE NOT ENEMIES </li></ul></ul></ul><ul><li>MAKE IT EASY FOR YOUR AUDIENCE </li></ul><ul><ul><ul><li>– GET IN TOUCH, OPTIMISE SHARING FACILITIES. </li></ul></ul></ul><ul><li>ENGAGING CONTENT YIELDS MORE </li></ul><ul><ul><ul><li>– CREATIVE IS THE KEY TO SUCCESS </li></ul></ul></ul><ul><li>EFFECTING A REAL CHANGE </li></ul><ul><ul><ul><li>– NUMBERS ARE GREAT, BUT REAL CHANGE IS KEY </li></ul></ul></ul>
    19. 19. PHOTO: MROMEGA, FLICKR
    20. 20. THE CHALLENGE SUPPORT A TRADITIONAL PR CAMPAIGN DRIVE PRESS COVERAGE CONNECTING KLEENEX WITH HAYFEVER POSITION KLEENEX AS USEFUL
    21. 21. A HAYFEVER MAP
    22. 23. #atishoo
    23. 25. THE RESULTS
    24. 27. KEY LEARNINGS
    25. 28. <ul><li>SOCIAL MEDIA CAMPAIGNS CAN BE NEWSWORTHY </li></ul><ul><ul><ul><li>– CAMPAIGNS CAN GENERATE COVERAGE IN MEDIA </li></ul></ul></ul><ul><li>TECHNOLOGY CAN HELP PROVIDE CONTENT </li></ul><ul><ul><ul><li>– SIMPLE EXECUTIONS THROUGH FAMILAR TOOLS </li></ul></ul></ul><ul><li>TAKE ADVANTAGE OF PROVEN BEHAVIOUR </li></ul><ul><li>- EXISTING CONCEPTS CAN HELP WITH FAMILIARITY </li></ul><ul><li>UTILITY CAN BE AS POWERFUL AS ENTERTAINMENT </li></ul><ul><ul><ul><li>– IT’S NOT ALL ABOUT FUNNY VIDEOS! </li></ul></ul></ul>
    26. 29. <ul><li>THANK YOU </li></ul>

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