Chris Ward's presentation on how to engage millions for Text Santa through social media

1. HOW TO ENGAGE MILLIONS THROUGH
SOCIAL MEDIA
Chris Ward
Blue Dot World

2. HOW TO BE NUMBER 1 – A TOP 20
Chart run down….

3. BEFORE YOU DO ANYTHING
REMEMBER
Before you even launch…

4. HAVE ONE SINGLE GOAL
Know what you want to achieve:
• Raise money?
• Get 30m supporters?
• Get people to join?
• One thing and very simple

5. REALTIME IS THE NEW PRIMETIME

6. GIVE UP CONTROL..AND STILL WIN
Don’t try to moderate what people think of you..

7. PEOPLE DON’T REALLY CARE ABOUT YOUR
PRODUCT(OR YOUR GREAT IDEAS)
THE GRAPH OF ENGAGEMENT FOR THE MOST
SUCCESSFUL FUNDRAISING EVENT IN UK HISTORY…
They care for the same time it takes to pass a car crash…
(A reverse long tail) don’t start too early

8. SO, TELL THEM A MILLION TIMES
They will only hear it once – but when they do – they will see
it everywhere
if they are not interested they are deaf to it so keep telling
them.
They will only hear it if they are interested and then they will
love hearing about it as it is reinforcing the fact that they are
right to be interested – then they will tell everyone they
know…

9. ONLY DO WHAT YOU DO BEST
• Only write something if you can imagine someone retweeting
or linking.

10. THE REAL WORLD IS STILL THE BIG DRIVER.
• PR
• Old media: TV, Radio, newspapers, telephone

11. BE RELEVANT
Use facts that are relevant to peoples everyday lives…

12. GO – FOR LAUNCH

13. PIN(TEREST)
Followers of new tech in comms are the best sheep to follow you..

14. ENABLE JOURNALISTS TO SHOW OFF
With FR we enabled journalists to show off to their old school
friends…

15. GO GO GO
SOMETHING LIVE EVERY DAY
• 77 X1DAY for 1GOAL
• 42 Red Nose Days….
• 21 days of Text Santa

16. GO TO THE PUBLIC
- THEY WON’T BE BOTHERED TO COME TO YOU
Engage fully with consumers where they first come across you –
don’t expect them to ‘click-thru’

17. WORK WITH PEOPLE ALREADY
DOING WHAT YOU WANT TO DO
Ask third parties to get their ‘fans’ to ‘JOIN THEM’ in supporting
you (not click through…) Obama was brilliant at this

18. RIP SOMEONE OFF
GET SOMEONE TO RIP YOU OFF

19. • LOVE CELEBS (EVERYONE ELSE DOES)
Putting Moyles on our FB page (instead of logo) doubled traffic…

20. SHARE
If content is good enough for you to use – let all your supporters
use it also – videos & photos via creative commons license…

21. BE REAL
Have to have ‘real’ stories / examples (ideally in real time) for
people to genuinely relate to…