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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  • I’ll start with an apology. The eagle eyed amongst us will see that I‘ll be talking about 6 creative ways to create an impact online, rather than the 10 as originally advertised. I hope nobody feels short changed.
  • Before we start, a little bit about me.
  • I realise people are going to be talking mostly about brands today, so I thought I’d do something a bit different and talk about individuals who have made an impact online.Perhaps they’re not world-famous as Andy Warhol predicted, but I think he was on to something.I also believe you can also apply the same principles to branding whether it be for an individual or multi-national company I also thought it was an interesting quote as often our clients come to us with a brief, to be talked out onlineThey want to be famous.We tell them they don’t want to be.They should be trusted, authentic and credible over famous
  • Fast forward 40 years and you’ll see that ommunicationhas changed.There are many participants in the conversationThere is an opportunity for brands to engage and hopefully have a deeper and more meaningful relationship with fans.
  • Increasing access to the internet whether it be from a PC or laptop means that people can have their 15 minutes more easily
  • The low cost and high availability of technology means that your 15 minutes just got closer
  • Everyone can be part of the conversationBut being heard is more difficult. In fact, I would use the phrase information obesity to describe the volume of information that bombards us everyday.There’s now a global audience and this has huge implications on how organisation’s behave.
  • There are a plethora of social media platforms out there, which are the tools of the trade for many of us.Broadly we use them to listen, understand and engage with fans
  • But seem people get don’t have any problems being getting seen, heard or commented on. Don’t worry I won’t subject you to Rebecca Black.
  • So there is a lot of bad or at least very strange stuff out there that we find amusing, however I don’t think its the impact any of us in the room would like to make?I would argue its no good having a high level of fame, if you’re not credible.They have made an impact, but it’s not the outcome they wanted.Instead I’m going to show you some examples of people who have really impressed and subsequently become online hits!Branding should seek to build trust, credibility and authority.Are they credible? Are they trustworthy? Are they an authority?
  • Before we begin, I spoke to the people featured within this presentation and tried to understand why they have ‘gone’ digital
  • They are great examples of people not brands who have made a name for themselves Google ‘em to see what online impact they have made!
  • HyperlocalDigital publishing
  • Some of my esteemed colleagues bring their ideas to life with drawings or infographics.I’ve attempted it quite badly here.What this scrawl shows us is that all the people featured in the case studies did not get jobs just because of their creative social media idea.Whilst it may have helped, it’s a combination of on and offline factors, which make the whole strategy.This is something we often forget with brands. People talk about Old Spice as a great social media success. It was. But that was just one part of a whole strategy.
  • Hopefully I have talked you through a couple of good examples of how people have used social media to create an impact online.
  • I’ll finish as I began, with a quote from Andy Warhol.I’m sure the case studies I’ve curated, started out as the ‘little times’, but have certainly marked ‘a whole period’ in their life
  • A nod to @Wadds who recently mentioned that you can never have too many lolcats in a preso
  • 10 Creative Ways to Create an Impact Online

    1. 1. 106 Creative Ways toCreate an Impact Online<br />April 2011<br />Ben Cotton<br />contact@ben-cotton.com<br />@bencotton<br />socialwebthing.com<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 /> contact@ben-cotton.com slideshare.net/bencotton<br /> @bencotton socialwebthing.com<br />