How I Beat the X Factor using Social Media - Jon Morter, Big OtherPresentation Transcript
RAGE to No.1 The story of how Rage Against The Machine achieved the Christmas No.1 of 2009 through social networking
2004 - MySpace
2006 - Facebook
2008 - Twitter
No.1 Twitter Trend #80tweets hits the No.1 trend in the World for a day Curiosity within Social Media leads to a...
I then felt I could use this social media to grab myself another No.1...
X-Factor Winners 2005 - Shayne Ward Christmas No.1 2006 - Leona Lewis Christmas No.1 2007 - Leon Jackson Christmas No.1 2008 - ?
‘ The Ultimate Rickroll’
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...
I made a logo and encouraged members to use it in their profile picture on social networks. 68,000 people joined...
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”
Oh no...not again...
Time for action November 22nd 2009
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
The Social Media needed great PR
...and even greater PR
Cowell reacts negatively to the campaign. The group numbers increase even more dramatically. The best advert yet...
Ensure the group buys the track from the specific pre-selected outlets within the correct dates
Make CLEAR instructions, be prepared for questions, and ANSWER them
Create a ‘tweet’ to be shared. This gained 26 million impressions and tweeted 38,000 times
Use the ‘share’ facility
Use ALL the avenues available to remind them of their job. Eg. The group ’s logo
“ Hello Jon
...it ’s Simon Cowell...”
With 3 hours of the chart week to go...
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