How I Beat the X Factor using Social Media - Jon Morter, Big Other


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How I Beat the X Factor using Social Media - Jon Morter, Big Other

  1. 1. RAGE to No.1 The story of how Rage Against The Machine achieved the Christmas No.1 of 2009 through social networking
  2. 2. Social Playground <ul><li>2004 - MySpace </li></ul><ul><li>2006 - Facebook </li></ul><ul><li>2008 - Twitter </li></ul>
  3. 3. No.1 Twitter Trend #80tweets hits the No.1 trend in the World for a day Curiosity within Social Media leads to a...
  4. 4. <ul><li>I then felt I could use this social media to grab myself another No.1... </li></ul>X-Factor Winners 2005 - Shayne Ward Christmas No.1 2006 - Leona Lewis Christmas No.1 2007 - Leon Jackson Christmas No.1 2008 - ?
  5. 5. ‘ The Ultimate Rickroll’ <ul><li>I decided to create a campaign to get 80 ’s pop legend Rick Astley to No.1 instead of the X-Factor. If enough people bought it I could ‘create’ a No.1 single... </li></ul>I made a logo and encouraged members to use it in their profile picture on social networks. 68,000 people joined...
  6. 6. December 2008 X-Factor winner Alexandra Burke hits the Christmas No.1 selling half a million more singles than the No.2 record. The 4th Christmas No.1 in a row for the show... Rick Astley scrapes into the Top 75 at #73. Numerous downloads were annulled do to “bulk buying”
  7. 7. November 2009 <ul><li>Oh no...not again... </li></ul>
  8. 8. Time for action November 22nd 2009
  9. 9. Learn from past mistakes... ...and pay closer attention to detail Getting a song into the charts wasn ’t as simple as I’d originally thought... Read the chart rules thoroughly Learn the quirks of Facebook back-to-front Encourage the use of the ‘Share’ button
  10. 10. The Social Media needed great PR
  11. 11. ...and even greater PR <ul><li>Cowell reacts negatively to the campaign. The group numbers increase even more dramatically. The best advert yet... </li></ul>
  12. 12. Clear Communication <ul><li>Ensure the group buys the track from the specific pre-selected outlets within the correct dates </li></ul><ul><li>Make CLEAR instructions, be prepared for questions, and ANSWER them </li></ul><ul><li>Create a ‘tweet’ to be shared. This gained 26 million impressions and tweeted 38,000 times </li></ul><ul><li>Use the ‘share’ facility </li></ul><ul><li>Use ALL the avenues available to remind them of their job. Eg. The group ’s logo </li></ul>
  13. 13. <ul><li>“ Hello Jon </li></ul><ul><li> ’s Simon Cowell...” </li></ul>With 3 hours of the chart week to go...
  14. 14. Final Score <ul><li>X-Factor 450,838 </li></ul><ul><li>RAGE 502,672 </li></ul>Armed with a budget of £0.00, and a facebook group, we had beaten the media Goliath to the Christmas No.1 Plus raised over £100,000 for the charity SHELTER
  15. 15. Headline News
  16. 16. Headline News
  17. 17. Thank You! <ul><li>@JonMorter </li></ul><ul><li>@Big_Other </li></ul><ul><li>@RATM </li></ul>