Earned media and PR 2.0<br />@danpinch<br />
There’s no such thing as a great social media campaign, only a great integrated campaign<br />
Earned media = doing something worth talking about (money goes into content generation not media space)<br />
The new news eco-system<br />Brand story<br />
People talk online about things that happen offline (social media needs to get out of the digital media ghetto)<br />
Being on Facebook or Twitter is not a social media strategy…<br />
Posting rubbish is killing social media marketing<br />The official Steers Page It's the WEEEKKEEENNNNDDD Baby!! Celebrate...
We need to be led by ideas that get people talking not by channels or technology<br />
Some work<br />
Capitec Live Free Project:<br />The Swapping Mall<br />
Some background<br />We were briefed to find fresh, fun ways of communication around banking that would standout from the ...
The Capitec Swapping Mall<br />We created The Swapping Mall, a pop-up store at which instead of buying items with money co...
The real world bit<br />The event was designed to look and feel like a shopping mall with swapping baskets, free coffee, s...
Workshops added to the appeal<br />Workshops on everything from upcycling furniture to reworking old jewellery and clothes...
Involving the influencers <br />The experts were chosen not only for their relevance for the event but for their strong so...
The campaign on Facebook<br />A Swapping Mall tab on Capitec’sFacebook Page was the primary point of contact for the event...
Pre-event swaps with bloggers<br />Targeted bloggers were invited to take part in a pre-event swap; an item donated by the...
Coverage from bloggers<br />100% of bloggers that were given a swap talked about it on their social media channels. <br />
More coverage<br />
And some more<br />
Content posted live from the event<br />Photos and posts were added live from the event to Capitec’sFacebook page and Twit...
Integration with PR<br />A very close collaboration with the PR team meant both teams got what they needed out of the acti...
Results<br />The Facebook fan page grew to 14 000+ followers – a 28 % rise from the previous month <br />209 406 post impr...
Plascon Art From Mess<br />
The brief was a toughie<br />“Communicate Double Velvet’s hero ingredient “Stain Barrier” using social media”<br />
What we did<br />We commissioned an artist to create a series of messy masterpieces on a board painted with Plascon Double...
Facebook page<br />A Facebook page and Twitter feed was created to host all activity and content. <br />
The artist at work<br />The themes for each design were taken from current news stories suggested by Plascon’sFacebook and...
All of the projects<br />Photographs were taken of the finished art works before the boards were wiped clean. <br />
Blogger drops<br />Bloggers received their own jam paint and brush to inform them of the campaign and Facebook ads were us...
Integration with PR<br />The idea was designed to appeal to both an internet audience and traditional media. <br />
Results<br />The Facebook fan page grew from 0 to 6561fans during the campaign.<br />The average interaction rate was 0.73...
Results<br />The campaign even received coverage on the official Whitehouse food blog.... <br />
kulula tenth birthday<br />
The kulula mars base <br />We figured out (with the help of some geeks within +one and kulula) that the airline had flown ...
kululaFacebook takeover<br />We used kulula’s existing Facebook page as the key digital hub for the campaign through a “wi...
Integration across all channels<br />All ATL, PR, inflight experiences and social media launched in sync and singlemindedl...
Blogger and media launch<br />Bloggers and other selected noise makers received a Mars plot certificate and special kulula...
The content plan<br />We created a content plan for Facebook and Twitter posting regularly on the campaign.<br />
Letters to NASA and the Klingons<br />We wrote letters to people who know a thing or two about space travel. Namely NASA, ...
Unusually Freaky Object<br />The kulula Unusually Freaky Object was docked at national airports so that there were as many...
A Facebook post example<br />
What we did: Facebook ads<br />Alongside traditional ATL (radio/TV/print) Facebook ads were also used and were a key drive...
Social media results<br />Fan growth of 12 104 (to 20 174)<br />Average interaction rate on Facebook posts: 0.53% (benchma...
Thanks<br />@danpinch<br />@plusonesa<br />dan@plus-one.co.za<br />
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Earned media and PR 2.0

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Presented by Dan Pinch at the Social Networking Summit in Joburg on the 7th September 2011.

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Earned media and PR 2.0

  1. 1. Earned media and PR 2.0<br />@danpinch<br />
  2. 2. There’s no such thing as a great social media campaign, only a great integrated campaign<br />
  3. 3. Earned media = doing something worth talking about (money goes into content generation not media space)<br />
  4. 4. The new news eco-system<br />Brand story<br />
  5. 5. People talk online about things that happen offline (social media needs to get out of the digital media ghetto)<br />
  6. 6. Being on Facebook or Twitter is not a social media strategy…<br />
  7. 7. Posting rubbish is killing social media marketing<br />The official Steers Page It's the WEEEKKEEENNNNDDD Baby!! Celebrate Friday by treating yourself to Steers. It's that good !<br />
  8. 8. We need to be led by ideas that get people talking not by channels or technology<br />
  9. 9. Some work<br />
  10. 10. Capitec Live Free Project:<br />The Swapping Mall<br />
  11. 11. Some background<br />We were briefed to find fresh, fun ways of communication around banking that would standout from the formulaic and often dull marketing of other banks.<br />The Live Free campaign was conceived by Atmosphere and +one to help re-position Capitec Bank as the smart, low cost alternative bank for middle-class consumers in their 20s and 30s.<br />It is an ongoing project to create activations and talking points that encourage consumers to avoid wasting money and find smart ways to save.<br />
  12. 12. The Capitec Swapping Mall<br />We created The Swapping Mall, a pop-up store at which instead of buying items with money consumers brought items to swap.<br />
  13. 13. The real world bit<br />The event was designed to look and feel like a shopping mall with swapping baskets, free coffee, swapping aisles and a swap out counter. <br />
  14. 14. Workshops added to the appeal<br />Workshops on everything from upcycling furniture to reworking old jewellery and clothes were hosted by experts. <br />
  15. 15. Involving the influencers <br />The experts were chosen not only for their relevance for the event but for their strong social networks which they made use of to promote the event.<br />
  16. 16. The campaign on Facebook<br />A Swapping Mall tab on Capitec’sFacebook Page was the primary point of contact for the event. <br />
  17. 17. Pre-event swaps with bloggers<br />Targeted bloggers were invited to take part in a pre-event swap; an item donated by the +one team was swapped for something they no longer wanted. <br />Each item had a personalised tag on it explaining the concept and the history of the item.<br />
  18. 18. Coverage from bloggers<br />100% of bloggers that were given a swap talked about it on their social media channels. <br />
  19. 19. More coverage<br />
  20. 20. And some more<br />
  21. 21. Content posted live from the event<br />Photos and posts were added live from the event to Capitec’sFacebook page and Twitter feed.<br />
  22. 22. Integration with PR<br />A very close collaboration with the PR team meant both teams got what they needed out of the activity.<br />
  23. 23. Results<br />The Facebook fan page grew to 14 000+ followers – a 28 % rise from the previous month <br />209 406 post impressions in news feeds were achieved during the campaign.<br />12 blog posts written about our activity in the 2 month period.<br />12 000 views for a single twitpic from one of our Swapping Mall bloggers.<br />Over 700 people attended the weekend event.<br />The maximum twitter reach was 14 813 followers about the brands activity .<br />PR in excess of R3 million<br />
  24. 24. Plascon Art From Mess<br />
  25. 25. The brief was a toughie<br />“Communicate Double Velvet’s hero ingredient “Stain Barrier” using social media”<br />
  26. 26. What we did<br />We commissioned an artist to create a series of messy masterpieces on a board painted with Plascon Double Velvet.<br />We gave fans the opportunity to suggest something from the week’s news, which our arist ‘painted’ using everything from Bovril to mustard and even tomato sauce.<br />When he was done, we wiped the board clean. The entire process was broadcast via a live feed on the Art From Mess Facebook page.<br />
  27. 27. Facebook page<br />A Facebook page and Twitter feed was created to host all activity and content. <br />
  28. 28. The artist at work<br />The themes for each design were taken from current news stories suggested by Plascon’sFacebook and Twitter fans (winning suggestions won R5000 and a print of the art work). <br />
  29. 29. All of the projects<br />Photographs were taken of the finished art works before the boards were wiped clean. <br />
  30. 30. Blogger drops<br />Bloggers received their own jam paint and brush to inform them of the campaign and Facebook ads were used to promote the fan page and campaign. <br />
  31. 31. Integration with PR<br />The idea was designed to appeal to both an internet audience and traditional media. <br />
  32. 32. Results<br />The Facebook fan page grew from 0 to 6561fans during the campaign.<br />The average interaction rate was 0.73%<br />There were 202 000 post impressions during the campaign.<br />1113+ total video views.<br />18 484 Art From Mess tab views.<br />15 606 maximum reach on twitter. <br />
  33. 33. Results<br />The campaign even received coverage on the official Whitehouse food blog.... <br />
  34. 34. kulula tenth birthday<br />
  35. 35. The kulula mars base <br />We figured out (with the help of some geeks within +one and kulula) that the airline had flown 55 million km.<br />Which just so happens to be the distance between the earth and mars (at its closest point).<br />We also happened on a website selling plots of land on mars so we bought 9 acres and announced plans (kind of) to launch a Mars Base.<br />
  36. 36. kululaFacebook takeover<br />We used kulula’s existing Facebook page as the key digital hub for the campaign through a “win a plot on Mars” tab.<br />A programme of content spread through the birthday month designed to evolve the idea and keep interest beyond the initial announcement.<br />. <br />
  37. 37. Integration across all channels<br />All ATL, PR, inflight experiences and social media launched in sync and singlemindedly pushed to the Facebook page. <br />Kulula partners such as Europcar, Discovery and Protea were also persuaded to use their databases to share news of the campaign (and given their own plots).<br />
  38. 38. Blogger and media launch<br />Bloggers and other selected noise makers received a Mars plot certificate and special kulula.com goodies like Mars rocks and keys to the UFO.<br />
  39. 39. The content plan<br />We created a content plan for Facebook and Twitter posting regularly on the campaign.<br />
  40. 40. Letters to NASA and the Klingons<br />We wrote letters to people who know a thing or two about space travel. Namely NASA, the crew of the International Space Station and the Klingon High Council (these were actually sent in the post). These were shared with bloggers and via Facebook and Twitter.<br />
  41. 41. Unusually Freaky Object<br />The kulula Unusually Freaky Object was docked at national airports so that there were as many sighting as possible. A #hashtag was printed on the side.<br />
  42. 42. A Facebook post example<br />
  43. 43. What we did: Facebook ads<br />Alongside traditional ATL (radio/TV/print) Facebook ads were also used and were a key driver of traffic..<br />
  44. 44. Social media results<br />Fan growth of 12 104 (to 20 174)<br />Average interaction rate on Facebook posts: 0.53% (benchmark from Facebook for a good rate is 0.15%)<br />Post impressions: 584 325<br />Total monthly active fans: 22 325<br />Mars tab visits: 35 924 (2492 entries)<br />Tweets to date: 70<br />Maximum potential reach of Twitter: 111 525<br />Total photo views: 984<br />Total comments made: 597<br />Total post likes: 1378<br />
  45. 45. Thanks<br />@danpinch<br />@plusonesa<br />dan@plus-one.co.za<br />

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