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10 creative ways to create an impact online - Ben Cotton


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10 creative ways to create an impact online session from CIPR Social media conference

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10 creative ways to create an impact online - Ben Cotton

  1. 1. <ul><ul><li>April 2011 </li></ul></ul><ul><ul><li>Ben Cotton </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@bencotton </li></ul></ul><ul><ul><li> </li></ul></ul>
  2. 2. Ben Cotton <ul><ul><ul><li>Award winning blogger who has been writing about social media, PR and employability since ‘07 </li></ul></ul></ul><ul><ul><ul><li>Also blogs for Edelman Digital, Behind the Spin and Tweasier </li></ul></ul></ul><ul><ul><ul><li>Has previously worked in a busy press office, famous cricket club and PR research centre </li></ul></ul></ul><ul><ul><ul><li>Working for Edelman Digital since the beginning of 2010 </li></ul></ul></ul><ul><ul><ul><li>Currently working out of Edelman’s Dublin office </li></ul></ul></ul>
  3. 3. Past ‘ In the future, everyone will be world-famous for 15 minutes’ (Andy Warhol, 1968)
  4. 4. Present <ul><ul><ul><li>The internet has revolutionised the way we seek and share information </li></ul></ul></ul><ul><ul><ul><li>The conversations are the same, except they are taking place online </li></ul></ul></ul><ul><ul><ul><li>It’s created potential opportunities for interaction and communication </li></ul></ul></ul>
  5. 5. The web & us <ul><ul><ul><li>Over 80% of the UK are online (New Media Trend Watch) </li></ul></ul></ul><ul><ul><ul><li>More than 10 million Smartphones in the UK (Comscore) </li></ul></ul></ul><ul><ul><ul><li>Being online and making an impact has never been more important </li></ul></ul></ul>
  6. 6. 15 minutes just got closer <ul><ul><ul><li>Who produces media has shifted from the few to the many </li></ul></ul></ul><ul><ul><ul><li>Everyone is now a photographer, journalist and film maker </li></ul></ul></ul><ul><ul><ul><li>Everyone can now create, publish and share content </li></ul></ul></ul>
  7. 7. Everyone has a voice <ul><ul><ul><li>Everyone can be part of the conversation </li></ul></ul></ul><ul><ul><ul><li>Information obesity makes being heard more difficult </li></ul></ul></ul><ul><ul><ul><li>Global audience watching and talking about organisation’s behaviour </li></ul></ul></ul>
  8. 8. Tools of the trade
  9. 9. Internet sensation… <ul><ul><ul><li>Some people do make an impact online and achieve fame </li></ul></ul></ul><ul><ul><ul><li>Do they have trust, credibility and authority? </li></ul></ul></ul>
  10. 10. Success or failure? <ul><ul><ul><li>Impact over desired outcome </li></ul></ul></ul><ul><ul><ul><li>Huge difference between influence, exposure and popularity </li></ul></ul></ul>
  11. 11. What was the thinking? <ul><ul><ul><li>Stand out </li></ul></ul></ul><ul><ul><ul><li>A challenge </li></ul></ul></ul><ul><ul><ul><li>Enhance application </li></ul></ul></ul><ul><ul><ul><li>Larger audience </li></ul></ul></ul><ul><ul><ul><li>Tools of the trade </li></ul></ul></ul>
  12. 12. Overall <ul><ul><ul><li>The examples had a clear and measurable objective </li></ul></ul></ul><ul><ul><ul><li>Some targeted a small number of high value influencers </li></ul></ul></ul><ul><ul><ul><li>The others are simply outstanding examples of work that got people noticed </li></ul></ul></ul><ul><ul><ul><li>But all used social media as the platform to showcase their creativity, skills and experience </li></ul></ul></ul>
  13. 13. Jed Hallam, Wolfstar <ul><ul><ul><li>Facebook campaign explaining 10 reasons why he should work at Wolfstar </li></ul></ul></ul><ul><ul><ul><li>Considered getting a Barbershop quartet to sing the reasons! </li></ul></ul></ul><ul><ul><ul><li>Got people to write endorsements and support on the group’s wall </li></ul></ul></ul><ul><ul><ul><li>Was invited for a trial and offered a job within a week! </li></ul></ul></ul>
  14. 14. Laura Tosney, 33 Digital <ul><ul><ul><li>Produced YouTube video introducing herself and explaining why she should work at 33 Digital </li></ul></ul></ul><ul><ul><ul><li>Uploaded recommendations from colleagues on Vimeo to support her application </li></ul></ul></ul><ul><ul><ul><li>Demonstrated understanding of the platform, creativity and videos skills </li></ul></ul></ul>
  15. 15. Graeme Anthony, Frank PR <ul><ul><ul><li>Uploaded a YouTube CV video introducing herself and explaining why agencies should employ him </li></ul></ul></ul><ul><ul><ul><li>Outreached to a small number of high value influencers who shared the video with their networks </li></ul></ul></ul><ul><ul><ul><li>The video went viral and Graeme was trending on Twitter – he got a job! </li></ul></ul></ul>
  16. 16. Brandon Kleinman, TBWA <ul><ul><ul><li>Understood potential employers and clients would check his digital footprint </li></ul></ul></ul><ul><ul><ul><li>Created Facebook album explaining why agencies and clients should hire him </li></ul></ul></ul><ul><ul><ul><li>Demonstrated expertise and technical skills in a fun and interactive way </li></ul></ul></ul>
  17. 17. Josh Halliday, the Guardian <ul><ul><ul><li>Created and managed hyperlocal news site for the SR2 area of Sunderland </li></ul></ul></ul><ul><ul><ul><li>The blog enabled him to gain hands on experience of creating and editing online news, not just journalism </li></ul></ul></ul><ul><ul><ul><li>Highlighted his passion for technology and new ways of publishing the news – ideal traits for a role at the Guardian </li></ul></ul></ul>
  18. 18. Michael Wekall, Ryan Leander & Matthew Mahaffey <ul><ul><ul><li>Created a campaign to receive ‘A Hug From Taylof Swift’ </li></ul></ul></ul><ul><ul><ul><li>Taylor set them 3 challenges to complete and others started joining in </li></ul></ul></ul><ul><ul><ul><li>Executed a full campaign including PR, social media, social network and WOM </li></ul></ul></ul>
  19. 19. Not just social media
  20. 20. The pitfalls <ul><ul><ul><li>Personal privacy </li></ul></ul></ul><ul><ul><ul><li>Extremely public </li></ul></ul></ul><ul><ul><ul><li>Potentially damage digital footprint </li></ul></ul></ul><ul><ul><ul><li>Could look stupid and damage reputation </li></ul></ul></ul>
  21. 21. Conclusions <ul><ul><ul><li>Utilised social media to bring their creative idea to life </li></ul></ul></ul><ul><ul><ul><li>Names now score highly on Google for things relevant to their career </li></ul></ul></ul><ul><ul><ul><li>Achieved their objectives and made an impact online </li></ul></ul></ul><ul><ul><ul><li>Showed great creativity, judgment and confidence in their own ability </li></ul></ul></ul>
  22. 22. Final thought ‘ Sometimes the little times you don't think are anything while they're happening turn out to be what marks a whole period of your life.’ (Andy Warhol, 1975)
  23. 23. Any questions?
  24. 24. Thank you <ul><ul><li>Contact details Available from </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@bencotton </li></ul></ul>