Community Engagement Proposal for Photography Lovers: detailed


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  • Note: Present community engagement copy is an independent proposal aimed at professional and aspiring photographers and does not represent any current campaign or brand. It has only been posted for the purpose of collecting opinions and suggestions over such campaign idea. Thank you in advance for any mentionings you would consider sharing with us.

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Community Engagement Proposal for Photography Lovers: detailed

  1. 1. by: Nadya Tatarciuc Birca Community Engagement Proposal for Photography Lovers April, 2010
  2. 2. AGENDA:
  3. 3. POWER OF WOM & THE RISE OF INFLUENCERS <ul><li>78% of respondents – trust </li></ul><ul><li>recommendations from consumers; </li></ul><ul><li>(Nielsen Survey, 2008). </li></ul><ul><li>65 % of blog readers – interested </li></ul><ul><li>in reading others’ opinions; </li></ul><ul><li>(Synovate, 2009) </li></ul><ul><li>Peer reviews preferred to expert </li></ul><ul><li>reviews by a margin of 6 to 1; </li></ul><ul><li>Influencer marketing will be redefined: </li></ul><ul><li>Discovering people that can help you </li></ul><ul><li>to reach your audience will become </li></ul><ul><li>exponentially more effective and important. </li></ul><ul><li>(PQ Media study, 2009) </li></ul>
  4. 4. WHY WOM INFLUENCERS ARE SO IMPORTANT? <ul><li>Helping peers choose the right product ; </li></ul><ul><li>Consumer Insights: Improve or Remove it! </li></ul>
  5. 5. POWER OF CO-CREATION: EARNED MEDIA User generated Content Targeted Content “ Online content in all its forms is causing convergence of both Marketing and PR” ( David M.Scott)
  6. 6. Brand Outlook
  7. 7. CANON BRAND OUTLOOK: INDUSTRY TRENDS <ul><li>Fierce competition in digital imaging industry : mobile multimedia takeover (3 rd Screen revolution: battle for audience reach migrating from TV – to online and now – mobile platforms; </li></ul><ul><li>The trend of consumers using the movie mode on SLR cameras is rapidly increasing (video storytelling trend) </li></ul><ul><li>Young professionals – more engaged, more tech-conscious = new media early adopters generating potential photo-junkies’ audience : 24-35 year-old, predominantly male) </li></ul>
  8. 8. CANON – CONSTANTLY SURPRISING: <ul><li>Bringing diversity through innovation & consumer insight: </li></ul><ul><li>Canon Pro Solution Show ’09 </li></ul><ul><li>&quot;The Story Beyond The Still&quot; user-generated </li></ul><ul><li>HD Photo/Video Contest 2010 </li></ul><ul><li>Canon Live Learning educational events </li></ul>
  9. 9. Target Audience
  10. 10. CAPTURING CANON UK - ONLINE AUDIENCE Source:, 06.04.10
  11. 11. <ul><li>“ The world is all mine!!” </li></ul><ul><li>“ These party shots should be on Facebook </li></ul><ul><li>1 st thing tomorrow morning!” </li></ul>CANON SLR’s END-BUYERS
  12. 12. CANON ONLINE BUZZ Sources : @mnoo, @benjaminellis, @carlonicora, keywordspy, alexa, Canon FB Fan Page, Canon Digital Forum ( etc.
  13. 13. DIGITAL STORYTELLING : EVERY PICTURE TELLS A STORY! <ul><li>Random pictures may become – iconic!! This one - exemplified the scandalous gulf between Britain’s rich and poor. </li></ul><ul><li>For 70 years , this picture has been used to tell the same story – of inequality, class division, “toffs and toughs”. </li></ul>
  14. 14. Objectives
  15. 15. Purpose <ul><li>Purpose </li></ul><ul><li>“ To show the exclusiveness of Canon 750D model </li></ul><ul><li>(USP = infra-red technology </li></ul><ul><li>in a night-mode vision) </li></ul><ul><li>by creating a task to be executed at: </li></ul><ul><li>both day-time and night-time, </li></ul><ul><li>with an emphasis on night mode shootings” </li></ul><ul><li>Expectations </li></ul><ul><li>- Product Quality proof prevalence over competitors’ offers; </li></ul><ul><li>- Teaser’s Buzz aiming at brand awareness and further engagement. </li></ul>PURPOSE AND EXPECTATIONS
  16. 16. Community Engagement
  18. 18. EXECUTION/DELIVERY: - 2 stages campaign: 1 day shooting and 1 day posting/feed-back collection; - duration: 2 weeks
  19. 19. TAKE PART IN: CITY HEALTH CHECK ENGAGEMENT CAMPAIGN Who? 9 influential bloggers – alias “Urban Health Agents” What? Capturing City Pulse in Real-Time to detect most/less active, healthy/non-healthy vibrations using the new Canon 750D Where? 9 different locations simultaneously “screened” in real-time at the same hours: 9a.m., 12p.m., 16p.m., 21p.m. When? 7-days health check (1 day break after each “field scanning” = 2 weeks campaign duration). All finalized once an NHS rep collects the pictures as proof of the city health estate and decides on a Diagnosis . P.S. – Diagnosis to be exposed at Host Gallery in panoramic view, representing Monday-Sunday pulse vibrations shots.
  20. 20. Poster: <ul><li>Distribution: </li></ul><ul><li>Distributed among “Urban Health Agents” ; </li></ul><ul><li>To be distributed after each “pulse check” in the corresponding area (as proof of the “health scanning”); </li></ul><ul><li>Purpose: </li></ul><ul><li>Campaign awareness on social media platforms; </li></ul><ul><li>Generating comments / suggestions of new locations shots and final voting over the most representative shots/day: Mo-Sun, to take part in the exhibition at Host gallery </li></ul>
  21. 21. COMMUNICATION ACTION PLAN Media Name Audience Reach No Iss. ONLINE Twitter New Account: #LondonPulse + a new hashtag Min.10/day Mutual Bloggers’ Coverage/Mo-Sun (1 day – break in between) Up to 200 influencers, multiplied by their audience 7*4 (locations each) Canon Digital Photography Forums ( Up to 100 000 viewers Mo-Sun Discussion Boards YouTube (LondonPulse Channel) Min.4/day = 4 locations/blogger New Facebook Fan Page (same name) Gathering suggestions 4 new locations’ health “scanning” SEO Travel, Tourist Attractions’ Sites: Collect Voting Mentions; Invite at the Gallery Venue (Plan purpose) 2-stages campaign: 1. Real-time shooting (2 weeks) + pre-Gallery voting (e.g. Mo’s Winners/Fri’s Winners, etc) Depending on the budget
  22. 22. SOCIAL MEDIA CHANNELS: <ul><li>Facebook Fan Page: </li></ul><ul><li>announcement of real-time shots across London from 9 different locations simultaneously; </li></ul><ul><li>receiving suggestions for new locations’ pulse check; </li></ul><ul><li>Twitter account: </li></ul><ul><li>Following Influencers: bloggers, photographers, tourists, travel junkies and…ecologists; </li></ul><ul><li>sending personalized DM; </li></ul><ul><li>posting announcements, creating #londonpulse hashtag; </li></ul>
  23. 23. WINNERS: <ul><li>The most popular “Public choice pictures”- </li></ul><ul><li>to be displayed at Host Gallery and/or </li></ul><ul><li>Foto8 SummerShow 2010 Festival and featured </li></ul><ul><li>in Mag8 publication, Canon UK website, mutual bloggers’ coverage </li></ul><ul><li>Or: </li></ul><ul><li>Attend Canon Digital Learning Center: Video Storytelling Workshops : </li></ul><ul><li>connecting with subjects and imagery, </li></ul><ul><li>selecting the best optics, </li></ul><ul><li>overcoming common shooting challenges, </li></ul><ul><li>working with light, </li></ul><ul><li>audio configurations and techniques, etc </li></ul><ul><li>+ “Certificate for active contributions on Improving/Deteriorating the city health image”, offered by an NHS rep  </li></ul>
  24. 24. Thank You Note: Present report is an independent engagement community proposal addressed to professional and aspiring photographers. Your opinion/suggestions would help understand the viability of such campaign idea. Thank you.