Presentation by Chris Ward (Comic Relief / 1Goal / Blue Dot)

1. Chris Ward
Bluedotworld.com
chris@bluedotworld.com

2. Britain: The Giving Nation
The 2009 Red Nose Day Digital
Campaign...
Oversaw broadcast, print & digital output of Red Nose Day 09

3. Now Global Digital Comms Director of World Cup 2010 legacy

4. NEW MILLENIALS
• Your consumer, competitor, collaborators:
• Don’t care for more than a moment
• Have ‘It’s my idea or no idea’ syndrome
• Want instant gratification
• Want to take any credit

5. TODAY IN 2012 DON’T CREATE
• A new brand, campaign, charity or cause
• New software or website
• Either they are all out there already or there are too many already.

6. The 2012 model
• 1 Identify a moment
• 2 Create a goal for that moment
• 3 Provide the platform to score the goal
• 4 Have the final result fixed and ready to announce

7. 1 Identify a moment
• A moment for engagement is when there are going to be the
largest number of your consumers focused on one thing.
• That could be your own launch or something completely
different that is reaching your consumer.
• (ie A TV show, supermarket promotion, local media event)

8. 2 Create one goal for that moment
• Raise money?
• More supporters?
• More consumers?
• One thing and very simple

9. 4 Have the result fixed.
• The final day
• The biggest simultaneous moment
• The biggest platform (broadcast) for the result
announcement

10. REALTIME IS THE NEW PRIMETIME

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

12. 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

13. 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
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…

14. ONLY DO WHAT YOU DO BEST
• And nothing else (be open and out for the rest)
• Open source, outsource….

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

16. BECOME A COFFICE WORKER
The best working environment, enabling you to be in tune with
your consumers….(with good coffee)

17. RUN A GREAT CAMPAIGN BEFORE ANYONE
KNOWS IF YOUR PRODUCT IS ANY GOOD
Run a campaign based on the ‘anticipation’ of your release…that
reverse longtail is important

18. IF THE PRODUCT IS NO GOOD
CHANGE JOBS…OR SIDES
You have to have a great product: Obama, Friends Reunited,
Facebook, Twitter etc – all great products…

19. Get yourself a great opponent
Bush, Cowell, Poverty, an opposite view

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

21. Provide the ‘Nudge’ for participation
• Your consumers need a ‘nudge’ to engage
• They are selfish – what’s in it for them!?
• Treat them like your fan club:
• Exclusives, content, events, biscuits!

22. MANUFACTURE SUCCESS
Create a viral loop (or at least read the book and give it a go)
‘Social design’ as Facebook call it

23. GET SOMEONE BETTER THAN YOU
TO DO YOUR JOB
You need access to the inner circle to really achieve success

24. TWEET
Followers of new tech in comms are the best sheep to follow you..

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

26. Go Go Go – something live every day
• 77 X1DAY for 1GOAL
• 42 Red Nose Days….
• Momentum!

27. 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’

28. 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

29. RIP SOMEONE OFF
GET SOMEONE TO RIP YOU OFF

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

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

32. BE FLEXIBLE
Must be able to amend your approach or direction quickly
if demand calls for it…

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

34. THROW ENOUGH MUD…
You don’t know what ‘IS’ going to work – so you have to try
everything – but you can do it professionally & cheaply…

35. Broadcast the result
• It’s the result that counts. It matters that we win now –
immediate gratification.
• No ones interested in long-term –– get it out there
quickly.
• The result must have impact - broadcast it

36. USE CHILD LABOUR…
They don’t know any different (you do!).
And they are good at PowerPoint…

44. Awarding Blue Dots…

45. Product Suppliers…