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Camden council cipr lps 15 minutes of fame


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Camden council cipr lps 15 minutes of fame

  1. 1. Love Camden – crowdsourcing communications. social media networking RSS blogs video podcasts bookmarks virtual worlds conversation photos message boards wikis sharing engagement micro blogs collaboration communication
  2. 2. <ul><li>Part of an ongoing campaign, Love Your Local High Street, to promote independent traders in the borough </li></ul><ul><li>Website promoting Camden’s independent businesses and visitor attractions </li></ul><ul><li>Love Christmas: shopping guide & competition to win £1,000 (Golden Ticket competition) </li></ul><ul><li>Integrated communications strategy (print, PR, digital) </li></ul><ul><li>Digital strategy a balance of: </li></ul><ul><ul><li>owned media (dedicated social media accounts) </li></ul></ul><ul><ul><li>earned media (digital PR, blogger engagement, search engine optimization) </li></ul></ul>Love what?
  3. 4. Let the competition begin <ul><li>Bus stop advertising booked to promote Love Christmas </li></ul><ul><li>The answer to “What would you do with £1,000?” crowdsourced </li></ul><ul><li>The competition ran on Twitter for 48 hours </li></ul><ul><li>80 clicks on the relevant web page within the first hour, 222 in total </li></ul><ul><li>24 entries – 10 long listed finalists appeared on the Love Camden website, 3 winners were integrated into three poster designs </li></ul><ul><li>Campaign contributed to increasing @LoveCamden’s followers by 20% (the account having been set up just the week before) </li></ul><ul><li>Conversations were generated across Twitter whilst it was live, including three marketing experts in Germany holding up the campaign as an example of using social media as a dialogue not a broadcast. </li></ul>
  4. 7. We got some coverage <ul><li>Online media: Marketing Week, Utalkmarketing,, PR Week </li></ul><ul><li>Blogs: Social Media Monday, Promise Corp, FutureGov, Recruitment Waters, the Wellbeing Guide </li></ul><ul><li>Print: PR Week, Local Government Chronicle, Camden New Journal, Ham & High </li></ul><ul><li>Twitter: comments from the UK, Netherlands and Germany </li></ul>
  5. 10. In a nutshell <ul><li>Traffic to Love Camden increased 150% during digital PR campaign (75% new visits) </li></ul><ul><li>Traffic increased a further 18% when the posters went up (81% new visits) </li></ul><ul><li>PlusFour market research: 71% claimed the competition encouraged shopping in Camden (68% residents, 88% working in/visiting Camden) </li></ul><ul><li>The first social marketing campaign for the Council, by no means the last….. </li></ul>
  6. 12. Which has translated into <ul><li>3,500+ unique visitors / 5,300+ visits (August – mid Sept) </li></ul><ul><li>More than the previous quarter combined </li></ul><ul><li>10% traffic from abroad (India, USA, Germany, Italy etc.) </li></ul><ul><li>200+ business profiles </li></ul><ul><li>80+ user profiles </li></ul>
  7. 13. Pretty cool functionality <ul><li>Now: </li></ul><ul><li>Businesses/venues set up & manage profile page </li></ul><ul><li>User generated reviews & comments </li></ul><ul><li>User generated special offers </li></ul><ul><li>Editorial features </li></ul><ul><li>Twitter, Facebook, Flickr, YouTube integration </li></ul><ul><li>Soon: </li></ul><ul><li>Interactive map </li></ul><ul><li>Mobile version </li></ul><ul><li>Foursquare & Spotify integration </li></ul><ul><li>Guest bloggers </li></ul>
  8. 14. Ask me anything Charlotte Beckett @londoncharlotte