Making mflow famous, marrying digital comms and PR, Brew and Seventy Seven PR

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@chris_reed's presentation to the C21 Propoganda factory event, July 2010

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  • The biggest change to online music sales since iTunes launchedA cross between iTunes and TwitterA UK-startupmflow is a social music store.
  • Fame, fortune, acquisition..
  • Tweetreach for mflow – 47,823 people via 50 tweets
  • Followers, friends, retweets, commenters, comments,
  • PR people are used to this.Media people have got stats and numbers and data.PR people are used to nuance and subtlety.Google alertsTweetdeckGoogle analyticsBrandwatch/Radian 6/Sysomos/NeilsenbuzzmetricsOmniture/Doubleclick
  • PR people are used to this.Media people have got stats and numbers and data.PR people are used to nuance and subtlety.Google alertsTweetdeckGoogle analyticsBrandwatch/Radian 6/Sysomos/NeilsenbuzzmetricsOmniture/Doubleclick
  • 395 users on 1 March25,000 Beta users by the end of May
  • 395 users on 1 March25,000 Beta users by the end of May
  • Making mflow famous, marrying digital comms and PR, Brew and Seventy Seven PR

    1. 1. TITLE TO GO HEREAdditional detailsDate<br />Making mflow famous<br />Marrying digital comms and PR<br />Brew and Seventy Seven PR<br />Chris Reed<br />Managing Partner, Brew<br />@chris_reed<br />www.brewdigital.com<br />
    2. 2. Own, rent, stream or steal?<br />
    3. 3. PAID<br />Mass market MP3 shops<br />(cost, easy, legal with range)<br />Niche MP3 Shops<br />(specialist & legal)<br /> Following MP3 shops<br />(Cost, legal)<br />Charge by the Megabyte<br />(cheap, easy but illegal with unknown risk)<br />Streaming <br />Social Networks<br />(specialist, free & buy)<br />Streaming Services<br />(legal, customisable & buy) <br />Video Streaming<br />(free & legal?)<br />Broadcasting<br />(personal, specialist & free)<br />FREE<br />File Sharing<br />(free, easy, low risk but illegal)<br />MASS MARKET<br />NICHE MARKET<br />
    4. 4.
    5. 5. So what were we asked to do?<br />
    6. 6. What did we do<br />Waited for the product to be ready…<br />Helped make mflow as social as possible<br />Convinced Twitter to let us have @mflow<br />Developed a dovetailed PR and social media strategy leaning towards the “earned” media - built upon relationships – starting with the mflow top 100<br />
    7. 7. Identifying the mflow top 100 tech/musos<br />
    8. 8. pre-launch buzz…<br />Distribute codes to music/tech taste-makers<br />Offer bundles of codes<br />Recruit followers <br />launch…<br />Use owned media for conversations about mflow, problem-solving, news distribution and sourcing commercial partnerships<br />pre-launch buzz…<br />Create a desire for codes<br />Success = codes on Ebay<br />Dripfeed releases of codes via blog/facebook/twitter<br />early pre-launch buzz …<br />Limited highly targeted Beta codes<br />Demos with top 100<br />Update owned media<br />Our Earned (PR/ social) media approach<br />
    9. 9.
    10. 10.
    11. 11.
    12. 12.
    13. 13. The best way to judge the effectiveness of a PR or social media campaignis not simply to judge the effectiveness of that campaign<br />
    14. 14. followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.<br />
    15. 15. followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.<br />Yes, they’re all measurable.<br />But so what?<br />
    16. 16. Define the specificsSales increase? Reputation improvement? Customer service speed?Measure the outputsSocial mentions, links, views, engagement, followers and friendsEvaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase, service<br />
    17. 17. 395 users on 1 March25,000 users on 31 May<br />
    18. 18. Lessons learned and advice<br />You only get one chance – be patient<br />You’re all online brands now – be responsive<br />Research your audience – be transparent<br />Start relationships – be a good listener<br />Give people support – be helpful<br />Define your objectives – be realistic<br />
    19. 19.
    20. 20. TITLE TO GO HEREAdditional detailsDate<br />Making mflow famous<br />Marrying digital comms and PR<br />Brew and Seventy Seven PR<br />Chris Reed<br />Managing Partner, Brew<br />@chris_reed<br />www.brewdigital.com<br />

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