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10 Creative Ways to Create an Impact Online


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Ben Cotton gave a presentation entitled '10 Creative Ways to Create an Impact Online' at the CIPR Social Media conference.

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10 Creative Ways to Create an Impact Online

  1. 1. 106 Creative Ways toCreate an Impact Online<br />April 2011<br />Ben Cotton<br /><br />@bencotton<br /><br />
  2. 2. Ben Cotton<br /><ul><li>Award winning blogger who has been writing about social media, PR and employability since ‘07
  3. 3. Also blogs for Edelman Digital, Behind the Spin and Tweasier
  4. 4. Has previously worked in a busy press office, famous cricket club and PR research centre
  5. 5. Working for Edelman Digital since the beginning of 2010
  6. 6. Currently working out of Edelman’s Dublin office</li></li></ul><li>Past<br />‘In the future, everyone will be world-famous for 15 minutes’<br />(Andy Warhol, 1968)<br />
  7. 7. Present<br /><ul><li>The internet has revolutionised the way we seek and share information
  8. 8. The conversations are the same, except they are taking place online
  9. 9. It’s created potential opportunities for interaction and communication</li></li></ul><li>The web & us<br /><ul><li> Over 80% of the UK are online (New Media Trend Watch)
  10. 10. More than 10 million Smartphones in the UK (Comscore)
  11. 11. Being online and making an impact has never been more important</li></li></ul><li>15 minutes just got closer<br /><ul><li>Who produces media has shifted from the few to the many
  12. 12. Everyone is now a photographer, journalist and film maker
  13. 13. Everyone can now create, publish and share content</li></li></ul><li>Everyone has a voice<br /><ul><li>Everyone can be part of the conversation
  14. 14. Information obesity makes being heard more difficult
  15. 15. Global audience watching and talking about organisation’sbehaviour</li></li></ul><li>Tools of the trade<br />
  16. 16. Internet sensation…<br /><ul><li> Some people do make an impact online and achieve fame
  17. 17. Do they have trust, credibility and authority?</li></li></ul><li>Success or failure?<br /><ul><li>Impact over desired outcome
  18. 18. Huge difference between influence, exposure and popularity</li></li></ul><li>What was the thinking?<br /><ul><li> Stand out
  19. 19. A challenge
  20. 20. Enhance application
  21. 21. Larger audience
  22. 22. Tools of the trade</li></li></ul><li>Overall<br /><ul><li>The examples had a clear and measurable objective
  23. 23. Some targeted a small number of high value influencers
  24. 24. The others are simply outstanding examples of work that got people noticed
  25. 25. But all used social media as the platform to showcase their creativity, skills and experience</li></li></ul><li>Jed Hallam, Wolfstar<br /><ul><li>Facebook campaign explaining 10 reasons why he should work at Wolfstar
  26. 26. Considered getting a Barbershop quartet to sing the reasons!
  27. 27. Got people to write endorsements and support on the group’s wall
  28. 28. Was invited for a trial and offered a job within a week! </li></li></ul><li>Laura Tosney, 33 Digital<br /><ul><li>Produced YouTube video introducing herself and explaining why she should work at 33 Digital
  29. 29. Uploaded recommendations from colleagues on Vimeo to support her application
  30. 30. Demonstrated understanding of the platform, creativity and videos skills</li></li></ul><li>Graeme Anthony, Frank PR<br /><ul><li> Uploaded a YouTube CV video introducing herself and explaining why agencies should employ him
  31. 31. Outreached to a small number of high value influencers who shared the video with their networks
  32. 32. The video went viral and Graeme was trending on Twitter – he got a job!</li></li></ul><li>Brandon Kleinman, TBWA<br /><ul><li>Understood potential employers and clients would check his digital footprint
  33. 33. Created Facebook album explaining why agencies and clients should hire him
  34. 34. Demonstrated expertise and technical skills in a fun and interactive way</li></li></ul><li>Josh Halliday, the Guardian<br /><ul><li> Created and managed hyperlocal news site for the SR2 area of Sunderland
  35. 35. The blog enabled him to gain hands on experience of creating and editing online news, not just journalism
  36. 36. Highlighted his passion for technology and new ways of publishing the news – ideal traits for a role at the Guardian</li></li></ul><li>Michael Wekall, Ryan Leander & Matthew Mahaffey<br /><ul><li>Created a campaign to receive ‘A Hug From Taylof Swift’
  37. 37. Taylor set them 3 challenges to complete and others started joining in
  38. 38. Executed a full campaign including PR, social media, social network and WOM</li></li></ul><li>Not just social media<br />
  39. 39. The pitfalls<br /><ul><li>Personal privacy
  40. 40. Extremely public
  41. 41. Potentially damage digital footprint
  42. 42. Could look stupid and damage reputation</li></li></ul><li>Conclusions<br /><ul><li>Utilised social media to bring their creative idea to life
  43. 43. Names now score highly on Google for things relevant to their career
  44. 44. Achieved their objectives and made an impact online
  45. 45. Showed great creativity, judgment and confidence in their own ability</li></li></ul><li>Final thought<br />‘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.’<br />(Andy Warhol, 1975)<br />
  46. 46. Any questions?<br />
  47. 47. Thank you<br /> Contact details Available from<br /><br /> @bencotton<br />