ad:tech London 2012
Insight To Cancer Research UK’s Social Communities
Sebastian Underhill, Co-founder & Director of Social, 33Seconds
Aaron Eccles, Social Media Manager, Cancer Research UK
The document provides details about various case studies conducted by Wolfstar, a social media agency. Some key case studies included creating the world's first multi-language social media newsroom for Philips, driving over 180,000 new Facebook likes for PayPal UK in under a month, and launching highly successful global product launches and marketing campaigns for clients like Sony Ericsson, first direct bank, and the Discovery Channel. Wolfstar also conducted social media studies for the United Nations and will undertake their second global CSR report in 2012.
This document discusses branding strategies and how brands can leverage social media. It advocates that brands should listen to customer conversations, befriend customers, solve their problems, share valuable content, and customize offerings to meet customer needs. The document provides examples of how brands like Audi, Mayo Clinic, and Threadless have successfully implemented social media strategies to engage customers through content, collaboration, conversations and addressing their needs.
Bank Audi launched a new credit card called the Loubnani Card to promote Lebanese identity and pride. They used a multi-channel marketing campaign including traditional media like billboards, print ads, and TV commercials as well as online and social media channels like Facebook, Twitter, and a dedicated microsite. The social media portion of the campaign included uploading the TV commercial to YouTube, creating a Facebook fan page, a "Lira Pledge" on Facebook and Twitter, games on the microsite, and a Twitter account to engage customers and create buzz around supporting Lebanon.
This document provides an overview of an introductory social media course. It includes an agenda that covers topics like social media channels, listening strategies, community management, and social business. The first assignment asks students to create social media profiles and follow classmates and industry blogs. Homework includes regular Twitter engagement and a weekly blog post. Grading will consider students' social media presence, homework assignments, and classroom participation.
The United Nations commissioned Wolfstar to undertake a study to gauge which of the world’s largest organisations were using social media to communicate their corporate social responsibility activities and initiatives. Wolfstar launched a report at a conference in June 2011 that presented the key findings. Wolfstar will undertake a second UN Global CSR Report in 2012.
The document discusses several case studies of projects conducted by Wolfstar Consultancy, including:
1) A United Nations report gauging how large companies use social media for corporate social responsibility initiatives.
2) Strategic work with Sony Ericsson on global social media strategy, product launches, and events.
3) Creating the world's first multi-language social media newsroom for Philips in Nordic countries.
4) Social media campaigns for PayPal supporting a PizzaExpress app launch and Facebook promotion.
5) Providing strategic online PR and creating the UK's first social media newsroom for financial services company First Direct.
Social media for DCLG digital championsAlexis Bailey
This document provides information about using social media for engagement by the Department for Communities and Local Government (DCLG). It discusses DCLG's social media strategy, channels, best practices for content, and case studies. It also covers tools for measuring engagement and success on social media platforms. The document is intended for digital champions and provides guidance on social media strategy, implementation, and evaluation.
This document provides information about social media services offered by GREEN Communications to help businesses build their presence on social media platforms. The services include conducting social media audits, developing strategies for using Twitter, Facebook, LinkedIn, creating social media policies for staff, blogging, and managing an overall social media mix. Prices for individual services start at £150 and a full social media management package is £950. One satisfied client says GREEN's social media introduction transformed their communications strategy.
The document provides details about various case studies conducted by Wolfstar, a social media agency. Some key case studies included creating the world's first multi-language social media newsroom for Philips, driving over 180,000 new Facebook likes for PayPal UK in under a month, and launching highly successful global product launches and marketing campaigns for clients like Sony Ericsson, first direct bank, and the Discovery Channel. Wolfstar also conducted social media studies for the United Nations and will undertake their second global CSR report in 2012.
This document discusses branding strategies and how brands can leverage social media. It advocates that brands should listen to customer conversations, befriend customers, solve their problems, share valuable content, and customize offerings to meet customer needs. The document provides examples of how brands like Audi, Mayo Clinic, and Threadless have successfully implemented social media strategies to engage customers through content, collaboration, conversations and addressing their needs.
Bank Audi launched a new credit card called the Loubnani Card to promote Lebanese identity and pride. They used a multi-channel marketing campaign including traditional media like billboards, print ads, and TV commercials as well as online and social media channels like Facebook, Twitter, and a dedicated microsite. The social media portion of the campaign included uploading the TV commercial to YouTube, creating a Facebook fan page, a "Lira Pledge" on Facebook and Twitter, games on the microsite, and a Twitter account to engage customers and create buzz around supporting Lebanon.
This document provides an overview of an introductory social media course. It includes an agenda that covers topics like social media channels, listening strategies, community management, and social business. The first assignment asks students to create social media profiles and follow classmates and industry blogs. Homework includes regular Twitter engagement and a weekly blog post. Grading will consider students' social media presence, homework assignments, and classroom participation.
The United Nations commissioned Wolfstar to undertake a study to gauge which of the world’s largest organisations were using social media to communicate their corporate social responsibility activities and initiatives. Wolfstar launched a report at a conference in June 2011 that presented the key findings. Wolfstar will undertake a second UN Global CSR Report in 2012.
The document discusses several case studies of projects conducted by Wolfstar Consultancy, including:
1) A United Nations report gauging how large companies use social media for corporate social responsibility initiatives.
2) Strategic work with Sony Ericsson on global social media strategy, product launches, and events.
3) Creating the world's first multi-language social media newsroom for Philips in Nordic countries.
4) Social media campaigns for PayPal supporting a PizzaExpress app launch and Facebook promotion.
5) Providing strategic online PR and creating the UK's first social media newsroom for financial services company First Direct.
Social media for DCLG digital championsAlexis Bailey
This document provides information about using social media for engagement by the Department for Communities and Local Government (DCLG). It discusses DCLG's social media strategy, channels, best practices for content, and case studies. It also covers tools for measuring engagement and success on social media platforms. The document is intended for digital champions and provides guidance on social media strategy, implementation, and evaluation.
This document provides information about social media services offered by GREEN Communications to help businesses build their presence on social media platforms. The services include conducting social media audits, developing strategies for using Twitter, Facebook, LinkedIn, creating social media policies for staff, blogging, and managing an overall social media mix. Prices for individual services start at £150 and a full social media management package is £950. One satisfied client says GREEN's social media introduction transformed their communications strategy.
Liberty842 is a social media practice that manages online communities for celebrities and brands. They advise clients on opportunities and risks of social media, guide them in setting up and using platforms, and help create and publish engaging content. Liberty842 helps clients like Gok Wan and Alan Carr build audiences on social media over time by starting small and gradually expanding their online presence and interactivity. They emphasize the importance of authenticity, accountability, and integrity in developing direct relationships with fans through social media.
Building support for homeless young people - Small charities communications c...CharityComms
This document provides tips and strategies for digital communications for small charities. It recommends building an audience on social media platforms like Twitter and Facebook by sharing regular, quality content. It also suggests taking advantage of being agile and responsive as a small organization. The document highlights using young voices to share stories and advocates. It notes that communications successfully secured over £900k in funding for a new accommodation project through building support. Key tips include that it is okay to try different approaches, small can be impactful, and creating empathy over sympathy.
Evolution of your Social Media Landscape by Tom LambertGenerate UK
Synopsis:
A look at the Social Media landscape, it’s benefits and how to identify the right platform for your business. Tom Lambert of Generate UK will talk through case studies of large and small businesses and how choosing the right channel for their clients business, Generate UK were able to deliver ROI. This presentation will allow you to gain an insight into how you might introduce social media to your business, and the benefits which can be obtained when choosing the right social media channel.
Profile:
Tom Lambert is a Digital Director at Generate UK, a leading award winning Digital Marketing Agency based in Newbury. As a digital specialist Tom Account Directs a team supporting key accounts, working closely with Head of Sales on new businesses development and consulting, creating and implementing clients online marketing strategy. Tom has a genuine passion for all things digital and has practical experience working with large brands to small start ups; helping them to use Social Media, SEO, PPC and Digital Marketing to drive sales and enquiries creativity.
Outside of work Tom is a regular runner, cyclist, enjoying martial arts, cooking and spending time with family and friends.
Social Hive is a digital PR and advertising agency that specializes in storytelling. They use strategic frameworks like the Social Heartbeat framework and Storytelling framework to help brands design purpose-driven programs and tell brand stories. They provide services across research, digital design, social media marketing, content creation, and media planning. They have experience working with brands like eBay India, Sony Mobile, Australian High Commission, and Volkswagen India to create engaging social media campaigns and build communities through consistent storytelling.
The document discusses how social media and online communities are becoming increasingly important for brands and publishers to engage with audiences. It notes that interactive marketing spending will reach $55 billion by 2014, with most of the growth coming from social media. Marketers will need to use social media to genuinely engage audiences rather than just reach them. Successful online communities put members' needs first. The document also provides examples of how some companies and publications are using online communities successfully to support their brands.
Green America presents The Open Brand: Beyond Green WashingEarthsite
Sustainability Marketing in a World of Radical Transparency.
Social media technology is driving the shift towards a more open culture, a more open government, and most notably, a more open way of marketing. People are Twittering about your brand right now and the way you respond today will determine the future of brand management.
At the same time, corporate sustainability marketing initiatives are getting labeled as green washing because they lack transparency that is foundational to building authentic brand trust.
In this talk, you will learn how to leverage social media technology to be an Open Brand leader, transcending green washing and building trusted relationship with your customers. See current case studies of corporate green initiatives that have succeeded and failed. Learn how to show your green, authentically.
Seagull Advertising, a 17 year old Branding and Advertising agency from Pune, recently held a Digital Summit on branding in the digital age at Courtyard Marriott, Pune. Hosted by Seagull’s MD Mr. Sameer Desai, the event saw more than 116 participants, including brands like Thermax, Kirloskar Brothers, Lokmat, Sakal, Reliance, 3Di Systems and Solutions, P. N. Gadgil Jewellers, Amanora, O & P Hospital, Kalpaturu, Foliage Outdoors, Jaihind, Akemi Excellence, NeoGrowth, Crème Pure, MAD Beverages and more.
Mr. Sameer Desai touched upon the necessity and benefits of branding in the digital space, backed by powerful case studies. His simple but vital insights about the use of digital medium to help brands connect with their audience, gained a lot of appreciation.
This document summarizes a presentation about social media and its importance for public relations and marketing. It defines social media and the social web, explains how social media has changed communications landscapes, and why companies should engage with social media. It also provides examples of successful social media case studies from Mozilla and BT that achieved measurable results like downloads, links, and press mentions. The document concludes with recommendations for effective digital media relations campaigns.
110219 Introduction to social media for Oxford Voluntary ActionMark Walker
This is the presentation to accompany a workshop for staff and volunteers from local charities organised by Oxford Voluntary Action and delivered by Mark Walker of SCIP on 3 March 2011
Green Communications is a UK social media agency that helps brands engage with customers through various online platforms like blogs, Facebook, Twitter, YouTube and Flickr. It offers services like social media audits to analyze brand conversations online, blog building and engagement, and developing a full social media strategy and ongoing community management.
Leveraging Social Media to Tell Your Sustainable Fashion StoryEarthsite
With the movement towards sustainable design in the fashion industry, social media is playing a key role for brands to tell their sustainability story; where and how products are made, what materials they are made of, and the life cycle of the product. Whether you are a boutique eco-fashion brand or a large retailer, sustainability is about being transparent, open and authentic. Social media provides a platform for brands to authentically tell their sustainability story. In this presentation, we will look at fashion brands that have successfully integrated social media into their sustainability initiatives, learn what engages and builds trust with eco-conscious consumers, and discuss best practices for using social media in sustainability campaigns.
What Social Media Networks Should Your Brand Be On?Falcon.io
Businesses need social media in order to stay relevant and visible to prospects and customers. But, just how much is too much when it comes to their social media presence? The truth is, more isn’t always better for effective marketing. Being selective about which social media networks a brand is on, is far better than over-saturating them all. Join us live as we discuss how to selectively choose social media networks for brands, and how this results in a more efficient marketing strategy.
In this webinar we'll dive into:
- The differentiation of audiences across platforms
- Distinguishing content between platforms when crossposting
- Niche social media networks to consider
Contextual Targeting in a Post-Privacy World: A Great Place to Start is Redd...Tinuiti
In this session, we partnered with Reddit, where hyper-specific, well-informed, and passionate communities meet on the Internet, to discuss how marketers can engage with unduplicated audiences through various paid and organic tactics.
Social media smarts | Strategic social media in Wales | Wales Networking Grou...CharityComms
This document discusses strategic social media planning and provides tips for social media campaigns. It outlines objectives like building engagement, listening to conversations, and reputation management. Pros include one-on-one conversations and brand awareness, while cons can be high costs and labor. The document advises planning content type, audiences, and repurposing. It provides an example of securing influencers in Wales that reached over 10 million people. Finally, it discusses community management, localizing content, and crisis response.
Social Media Presentation as Seen at 2012 ConventionEAG
Facilitating Sertoma's Second Century of Service with the use of social media, as presented by Paul Weber and Laura Lake at the 2012 Convention. videos in the presentation are embedded after the actual video slide.
http://www.smallbusinessmiracles.com
The document discusses what defines a great brand according to senior marketers. It identifies 5 key elements that help make a brand great: 1) having a value proposition that extends beyond products, 2) making a difference rather than just being differentiated, 3) involving audiences rather than just interrupting them, 4) engaging emotions, and 5) helping people help themselves. Examples are provided for each element along with tips for applying them.
Social media are online tools that people use to share opinions and experiences with others. Some common social media applications include blogs, microblogs, social networks like Facebook and LinkedIn, online video sites, and social customer relationship management tools. The presentation discusses UPC Nederland's successful use of social media for customer care, marketing, and public relations through their webcare team. It stresses the importance of having a clear social media strategy and policy to guide employee participation and engagement with customers on social platforms. Both opportunities and threats of social media for businesses are identified.
Form/ Function: What Are You Driving Through Your Social Media Marketing? Lucy James
GUCCI is increasing its investment in social media marketing. It has developed strategies like "Cut & Craft" to generate user-generated content and engagement. This campaign allowed users to make paper versions of GUCCI bags. GUCCI measures the effectiveness of its social media campaigns through various metrics like brand equity, shareholder value, customer service efficiency, and direct sales. Its campaigns have achieved high levels of engagement, sharing, views, and votes, demonstrating the impact of social media for luxury brands.
Liberty842 is a social media practice that manages online communities for celebrities and brands. They advise clients on opportunities and risks of social media, guide them in setting up and using platforms, and help create and publish engaging content. Liberty842 helps clients like Gok Wan and Alan Carr build audiences on social media over time by starting small and gradually expanding their online presence and interactivity. They emphasize the importance of authenticity, accountability, and integrity in developing direct relationships with fans through social media.
Building support for homeless young people - Small charities communications c...CharityComms
This document provides tips and strategies for digital communications for small charities. It recommends building an audience on social media platforms like Twitter and Facebook by sharing regular, quality content. It also suggests taking advantage of being agile and responsive as a small organization. The document highlights using young voices to share stories and advocates. It notes that communications successfully secured over £900k in funding for a new accommodation project through building support. Key tips include that it is okay to try different approaches, small can be impactful, and creating empathy over sympathy.
Evolution of your Social Media Landscape by Tom LambertGenerate UK
Synopsis:
A look at the Social Media landscape, it’s benefits and how to identify the right platform for your business. Tom Lambert of Generate UK will talk through case studies of large and small businesses and how choosing the right channel for their clients business, Generate UK were able to deliver ROI. This presentation will allow you to gain an insight into how you might introduce social media to your business, and the benefits which can be obtained when choosing the right social media channel.
Profile:
Tom Lambert is a Digital Director at Generate UK, a leading award winning Digital Marketing Agency based in Newbury. As a digital specialist Tom Account Directs a team supporting key accounts, working closely with Head of Sales on new businesses development and consulting, creating and implementing clients online marketing strategy. Tom has a genuine passion for all things digital and has practical experience working with large brands to small start ups; helping them to use Social Media, SEO, PPC and Digital Marketing to drive sales and enquiries creativity.
Outside of work Tom is a regular runner, cyclist, enjoying martial arts, cooking and spending time with family and friends.
Social Hive is a digital PR and advertising agency that specializes in storytelling. They use strategic frameworks like the Social Heartbeat framework and Storytelling framework to help brands design purpose-driven programs and tell brand stories. They provide services across research, digital design, social media marketing, content creation, and media planning. They have experience working with brands like eBay India, Sony Mobile, Australian High Commission, and Volkswagen India to create engaging social media campaigns and build communities through consistent storytelling.
The document discusses how social media and online communities are becoming increasingly important for brands and publishers to engage with audiences. It notes that interactive marketing spending will reach $55 billion by 2014, with most of the growth coming from social media. Marketers will need to use social media to genuinely engage audiences rather than just reach them. Successful online communities put members' needs first. The document also provides examples of how some companies and publications are using online communities successfully to support their brands.
Green America presents The Open Brand: Beyond Green WashingEarthsite
Sustainability Marketing in a World of Radical Transparency.
Social media technology is driving the shift towards a more open culture, a more open government, and most notably, a more open way of marketing. People are Twittering about your brand right now and the way you respond today will determine the future of brand management.
At the same time, corporate sustainability marketing initiatives are getting labeled as green washing because they lack transparency that is foundational to building authentic brand trust.
In this talk, you will learn how to leverage social media technology to be an Open Brand leader, transcending green washing and building trusted relationship with your customers. See current case studies of corporate green initiatives that have succeeded and failed. Learn how to show your green, authentically.
Seagull Advertising, a 17 year old Branding and Advertising agency from Pune, recently held a Digital Summit on branding in the digital age at Courtyard Marriott, Pune. Hosted by Seagull’s MD Mr. Sameer Desai, the event saw more than 116 participants, including brands like Thermax, Kirloskar Brothers, Lokmat, Sakal, Reliance, 3Di Systems and Solutions, P. N. Gadgil Jewellers, Amanora, O & P Hospital, Kalpaturu, Foliage Outdoors, Jaihind, Akemi Excellence, NeoGrowth, Crème Pure, MAD Beverages and more.
Mr. Sameer Desai touched upon the necessity and benefits of branding in the digital space, backed by powerful case studies. His simple but vital insights about the use of digital medium to help brands connect with their audience, gained a lot of appreciation.
This document summarizes a presentation about social media and its importance for public relations and marketing. It defines social media and the social web, explains how social media has changed communications landscapes, and why companies should engage with social media. It also provides examples of successful social media case studies from Mozilla and BT that achieved measurable results like downloads, links, and press mentions. The document concludes with recommendations for effective digital media relations campaigns.
110219 Introduction to social media for Oxford Voluntary ActionMark Walker
This is the presentation to accompany a workshop for staff and volunteers from local charities organised by Oxford Voluntary Action and delivered by Mark Walker of SCIP on 3 March 2011
Green Communications is a UK social media agency that helps brands engage with customers through various online platforms like blogs, Facebook, Twitter, YouTube and Flickr. It offers services like social media audits to analyze brand conversations online, blog building and engagement, and developing a full social media strategy and ongoing community management.
Leveraging Social Media to Tell Your Sustainable Fashion StoryEarthsite
With the movement towards sustainable design in the fashion industry, social media is playing a key role for brands to tell their sustainability story; where and how products are made, what materials they are made of, and the life cycle of the product. Whether you are a boutique eco-fashion brand or a large retailer, sustainability is about being transparent, open and authentic. Social media provides a platform for brands to authentically tell their sustainability story. In this presentation, we will look at fashion brands that have successfully integrated social media into their sustainability initiatives, learn what engages and builds trust with eco-conscious consumers, and discuss best practices for using social media in sustainability campaigns.
What Social Media Networks Should Your Brand Be On?Falcon.io
Businesses need social media in order to stay relevant and visible to prospects and customers. But, just how much is too much when it comes to their social media presence? The truth is, more isn’t always better for effective marketing. Being selective about which social media networks a brand is on, is far better than over-saturating them all. Join us live as we discuss how to selectively choose social media networks for brands, and how this results in a more efficient marketing strategy.
In this webinar we'll dive into:
- The differentiation of audiences across platforms
- Distinguishing content between platforms when crossposting
- Niche social media networks to consider
Contextual Targeting in a Post-Privacy World: A Great Place to Start is Redd...Tinuiti
In this session, we partnered with Reddit, where hyper-specific, well-informed, and passionate communities meet on the Internet, to discuss how marketers can engage with unduplicated audiences through various paid and organic tactics.
Social media smarts | Strategic social media in Wales | Wales Networking Grou...CharityComms
This document discusses strategic social media planning and provides tips for social media campaigns. It outlines objectives like building engagement, listening to conversations, and reputation management. Pros include one-on-one conversations and brand awareness, while cons can be high costs and labor. The document advises planning content type, audiences, and repurposing. It provides an example of securing influencers in Wales that reached over 10 million people. Finally, it discusses community management, localizing content, and crisis response.
Social Media Presentation as Seen at 2012 ConventionEAG
Facilitating Sertoma's Second Century of Service with the use of social media, as presented by Paul Weber and Laura Lake at the 2012 Convention. videos in the presentation are embedded after the actual video slide.
http://www.smallbusinessmiracles.com
The document discusses what defines a great brand according to senior marketers. It identifies 5 key elements that help make a brand great: 1) having a value proposition that extends beyond products, 2) making a difference rather than just being differentiated, 3) involving audiences rather than just interrupting them, 4) engaging emotions, and 5) helping people help themselves. Examples are provided for each element along with tips for applying them.
Social media are online tools that people use to share opinions and experiences with others. Some common social media applications include blogs, microblogs, social networks like Facebook and LinkedIn, online video sites, and social customer relationship management tools. The presentation discusses UPC Nederland's successful use of social media for customer care, marketing, and public relations through their webcare team. It stresses the importance of having a clear social media strategy and policy to guide employee participation and engagement with customers on social platforms. Both opportunities and threats of social media for businesses are identified.
Similar to Insight To Cancer Research UK’s Social Communities (20)
Form/ Function: What Are You Driving Through Your Social Media Marketing? Lucy James
GUCCI is increasing its investment in social media marketing. It has developed strategies like "Cut & Craft" to generate user-generated content and engagement. This campaign allowed users to make paper versions of GUCCI bags. GUCCI measures the effectiveness of its social media campaigns through various metrics like brand equity, shareholder value, customer service efficiency, and direct sales. Its campaigns have achieved high levels of engagement, sharing, views, and votes, demonstrating the impact of social media for luxury brands.
How Sony Music Hardwired Fans And Followers Into Its Business?Lucy James
ad:tech London 2012
How Sony Music Hardwired Fans And Followers Into Its Business?
Martin Vovk, Insight Manager, Sony Music
Tom Hoy, Senior Consultant, Promise
How Can Mobile Tech Revolutionise Your Business?Lucy James
ad:tech London 2012
How Can Mobile Tech Revolutionise Your Business?
Luke Mansfield, Head of Product Innovation, Samsung
David Balko, Senior Director of Client Services, Velti
ad:tech London 2012
What's Next … In Digital
The digital landscape has fundamentally changed; media platforms have evolved; and user behaviour has been transformed. The internet is simply not the same as it was this time last year. Andrew explores some of the defining trends; examines how digital marketing is responding; and lifts the lid on What's Next … in Digital.
Andrew Girdwood, Media Innovation Director, LBi
Creative Pioneers – The Pitching Den Final!Lucy James
ad:tech London 2012
Creative Pioneers – The Pitching Den Final!
Andrew Humphries, Tech City Champion & Entrepreneur Specialist, Tech City Investment Organisation
Janet Hull, Creative Pioneers Challenge Director & IPA Director of Marketing
ad:tech London 2012
Thinking Mobile First
Why a mobile first marketing strategy is the only route to success in 2013.
Ross Sleight, Chief Strategy Officer, Somo
This document discusses how social media has matured and become integrated into business strategies. It provides examples of how companies can use social listening and data to gain insights into brand sentiment, popular products and engaging influencers. Metrics on social mentions of brands and products are shown. The challenges of analyzing large amounts of social data and ensuring the right tone is addressed. Uses of social data for marketing, such as targeted campaigns and influencing search engine optimization, are outlined.
Theorem, Nokia, ESPN Case Study: Working With Production Partners To Deliver ...Lucy James
ad:tech London 2012
Theorem, Nokia, ESPN Case Study: Working With Production Partners To Deliver Dynamic And Engaging Creative Executions For Brands And Publishers
Marcus Harding, UK Director, Theorem
Getting Up Close & Local (living social)Lucy James
ad:tech London 2012
Conference Keynote
Getting Up Close & Local
Charles Eklund, Head of Product & Business Operations, LivingSocial
Omid Ashtari, Business Development Director Europe, foursquare
Phillip Easter, Director of Mobile Apps, American Airlines
ad:tech London 2012
Conference Keynote
Getting Up Close & Local
Charles Eklund, Head of Product & Business Operations, LivingSocial
Omid Ashtari, Business Development Director Europe, foursquare
Phillip Easter, Director of Mobile Apps, American Airlines
This short document discusses the challenges of communicating complex ideas concisely without words or images. It references Cicero and Demosthenes, noting that while Cicero was praised for his speaking ability, Demosthenes was able to motivate action through his speeches against Philip of Macedon. The document emphasizes the importance of compelling communication that inspires action over passive admiration.
Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives (2)Lucy James
ad:tech London 2012
Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives
Scott Seaborn, Executive Creative Director, XS2
Christelle Chan, Marketing Director, Hotels.com
James Connelly, Managing Director, Fetch
Mobile Marketing & Advertising Strategies To Deliver On Your Key ObjectivesLucy James
James Connelly provides a summary of Fetch, a mobile marketing agency launched in 2009. Fetch focuses on strategy, media, reporting and analytics services. The document then provides guidance on planning a mobile campaign, including being clear on objectives, using research to inform strategy, setting up tracking before media buys, and optimizing based on key metrics. The summary emphasizes understanding campaign goals, using research to drive the strategy, and setting up analytics solutions in advance to optimize performance.
ad:tech London 2012
Socialising TV
Miles Lewis, VP Advertising Sales, Shazam
Stephen Poole, Multi Platform Group Sales Controller, ITV plc
Jurian van der Meer, Managing Director, Endemol Games
Digital Is The Bigger Picture: When Will Companies Catch Up?Lucy James
ad:tech London 2012
Digital Is The Bigger Picture: When Will Companies Catch Up?
Emma Durant, Global Marketing Strategist, Lionbridge
Chris Schaumann, Global Director, Digital/ Social Capability Development, Nokia
Jonathan Allan, Sales Director, Channel 4
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
2. Contents
• Who we are
• How CRUK used social media to support marketing initiatives
(becoming one of the top charities using Social Media in the UK)
• 4 Campaigns:
1. Race for Life 2012
2. Plain Packaging: The answer is plain
3. Brand Campaign: 2011 + 2012
4. Stand Up To Cancer
• Summary of achievements
2 Wednesday, 19 September 2012
AdTech London
4. Who We Are and How We Work Together
AARON ECCLES SEB UNDERHILL
SOCIAL MEDIA MANAGER AT CANCER RESEARCH UK DIRECTOR OF SOCIAL MARKETING AT 33SECONDS
• Who we are: • Who we are:
• Cancer Research UK is the world's leading • A specialist Social Media Marketing and PR agency
independent charity dedicated to cancer research • social media for brands and organisations
• PR for social tech companies
• relationship building between brands and
European tech community
• Role within the organisation • Services we provide to Cancer Research UK:
• Oversee all social media activity and strategy across • Social media marketing strategies
the charity • Campaign Implementation
• Co-ordinate social media stakeholders • Creative Production
• Community manager of main CRUK channels • Consultancy
4 Wednesday, 19 September 2012
AdTech London
6. Our approach to social media
• Social media sits within the Cancer Research UK communications team, but works
closely with the digital and brand teams
• In some cases, specific products such as Race for Life have their own community
managers
• Integrated within all campaigns, from fundraising to lobbying to health and awareness
• Long term view of social media allows for year on year campaign optimisation
• Regular Social Media Managers Forum sessions – information sharing, co-ordination
• Agencies brought on board for individual campaigns when necessary
• 33Seconds is our retained social media agency and works on big campaigns like Race
for Life and our annual brand campaign
• New technology spotlight sessions delivered to Social Media Managers Forum by
33Seconds
• How this works in practice…
6 Wednesday, 19 September 2012
AdTech London
8. Race for Life 2012
What is Race for Life
• The UK’s largest women only fundraising event
• 250 events nationwide
• 18th year
What were the key goals
• Drive brand awareness (particularly around launch)
• Drive race entries & supporter fundraising
What we did:
• Channelled enthusiasm and positive sentiment
• 100k Interaction Challenge
• Equipped the community with a set of tools to engage
• Encouraged photo sharing & location specific
engagement (Partnership with EyeEm)
• Supported earned activity with a modest paid budget
8
9. Race for Life 2012
Results:
• Created 100k+ positive interactions and 10m+ impressions
around the 2012 campaign launch
• Met and exceeded sign up KPI’s from social activity overall
• Equipped Race for Life with a best in class photo sharing
tool which can live on for future campaigns
9
11. The answer is plain…
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12. The answer is plain
A tough sell and a powerful opponent
• It’s about protecting children
• Government opened consultation on whether cigarettes
should be sold in plain, standardised packaging
• We needed to show the power of brands and explain that
cigarettes are one brand our kids can live without
• Primarily a social campaign
• We worked across Facebook, Twitter and YouTube
• We engaged bloggers and social advocates
• Media spend allowed us to promote the video through
seeding and Facebook ads
• PR and social media “Baghead” stunt brought life to the
campaign
• Results
• 257,000 video views
• 79,000 petition signatures
• More than 5,500 public mentions of the campaign on
Twitter and in blogs (not including retweets)
• 6 paper bags lit on fire by friends of the tobacco industry
• Learnings
• People who disagree will be the most vocal – be prepared!
• Petitions need to be accessible via mobiles!
12 Wednesday, 19 September 2012
AdTech London
14. Brand Campaign 2011 – Share your story with us…
14 Wednesday, 19 September 2012
AdTech London
15. Brand Campaign 2011 – Share your story with us
What is the brand campaign?
• Biggest annual promotional campaign, across TV, radio, print & digital marketing channels
• An opportunity to bring the brand to life
• Demonstrating who we are, what we do and why we need the support of the public
What were the main objectives of the campaign?
• To build a deeper relationship with supporters
• Drive direct supporter engagement with the brand
• Build loyalty & consideration to donate amongst our existing social audience and their extended networks;
• Create a halo impact on fundraising
What We Did:
• Using the TV ad as inspiration we asked supporters to share their cancer story with us on Facebook &
Twitter… and made a promise to respond to every story with a relevant response
15 Wednesday, 19 September 2012
AdTech London
16. Brand Campaign 2011 – Share your story with us
This was a huge effort which brought teams from across the charity together
How We Prepared:
• Execution of a predefined content plan designed to direct and inspire the stories we received
• Dedicated community management support around the clock
• Prepared staff with an arsenal of information
• Two sign off levels – to ensure accuracy and brand integrity
• Wrap up session with all involved to reflect
Results
• Hundreds of stories shared
• Community growth: 23,545 new fans in 2 weeks
• Halo impact on fundraising
16 Wednesday, 19 September 2012
AdTech London
17. Brand Campaign 2012
A new brand positioning and creative
treatment that lends itself to social media:
What are we doing:
• Utilising the new brand logo creative to embody the
#CollectiveForce against cancer which the new logo
represents
• Presenting user generated content alongside brand
content to reflect the coming together of the
#CollectiveForce
• Delivering this through innovative interactive image
technology to progressively build the new logo from
supporter contributions
• Soliciting user content contributions by giving them a
series of social media asks
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19. Stand Up To Cancer
19 Wednesday, 19 September 2012
AdTech London
20. Stand Up To Cancer
The Challenge: Create a massive social campaign and community in two months
What is Stand Up To Cancer?
• Massive US telethon
• Brought to the UK this year as part of a partnership
between CRUK and Channel 4
• On air October 19th
How do we get people on side?
• Coordinated push on Facebook, Twitter and YouTube
• Targeted ad spend
• Support from current CRUK and C4 communities
• Famous faces
• Messages of hope
How we’re doing so far
• 51,000+ Facebook fans
• 1,100 Twitter followers
• 10,000 video views
Challenges
• Lots of partners – CRUK, C4, US SU2C (sign off can take a while)
• Content – when the show hasn’t happened yet, you start to run out of content pretty quickly!
• Growing Twitter – Facebook growth can be complemented by ad spend but Twitter is more difficult
• Finding our own voice – tone must be different from CRUK, C4, US show, etc
20 Wednesday, 19 September 2012
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22. Summary
620K
Google+ Community size
Twitter Community size
127K
FB Community size
47K
200K 18K
May11 Sep2012 May11 Sep2012 May11 Sep2012
Cancer Research UK came top of the Guardian Social Charity 100 index 2011
Cancer Research UK 4th (top charity) in the Social Brands 100 2012
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23. @aarontecc
FOLLOW US ON TWITTER
@globalseb
Aaron Eccles
aaron.eccles@cancer.org.uk
Seb Underhill
seb@33seconds.co
Editor's Notes
Learn how CRUK have used social media over the last 18 months to support key marketing initiatives and become the leading charity on social media in the UK.
https://www.facebook.com/raceforlife/app_414168208613466 Explain what a back sign is.Drove brand awareness at launch by prompting a ground swell of social engagement around sign up messages – particularly at launch through a series of compelling, creative weekly challenges. Culminated in a World Record AttemptRemember why they come to your communityEncourage them to do the things they already like doingRSVP, Photos etc*Live example of EyeEm
Reach – beg james for a stat
http://youtu.be/c_z-4S8iicc
http://www.youtube.com/watch?v=FruQGPMM750
SHOW BRAND AD??RELEVANT RESPONSE: Insight into how we’re working in specific areasCancer informationSign postingA simple acknowledgementOther Main Campaign Objectives:Putting the work of CRUK ‘front of mind’ throughout the ‘Mass Media - DR’ brand campaign period – increasing sentiment and likelihood of donationDispel myths in terms of how our money is spent and the results we achieveDirect / signpost the community into the website to find out more, seek support, donate or fundraiseCounter negative brand perceptionsCreated a facebook landing tab which we promoted using sponsored stories and page post ads targeting our fans and friends of our fansThe 2011 Brand Campaign focused on loved ones, friends and relatives and their experience of someone close to them being diagnosed with, but ultimately surviving, cancer thanks to the work of Cancer Research UK. The social media element of the campaign focused on improving donation consideration amongst our existing social audience and their extended networks; by bringing the range, quality and impact of Cancer Research UK’s work to life in their Facebook newsfeeds. We achieved this by asking our existing social supporters (Facebook fans) to tell us their cancer story and by making a very public commitment to respond to each individually with either an impact statement, a message of support or recognition or sign-posting assistance. By engaging with each fan’s post – CRUK was able to position a positive B2C statement in the newsfeeds of our supporters whilst also positioning a positive P2P endorsement of our brand in the newsfeeds of their friends. No mean feat! Rather than attempting a more overt traditional ‘direct’ fundraising ask – the hope was that we could create an integrated social media campaign which formed an extension of the main TV ad,working in tandem with both the on and offline paid direct response fundraising campaigns.
RelevanceResponding to stories and signposting – involvingSimple powerful idea, but required, significant prep and a degree of risk… The community were engaged but the campaign had such an emotional impact on all staff involved it was deemed necessary to have a wrap up and debrief following the campaign
*Live example of new brand creative – interactive image - - https://www.facebook.com/cancerresearchuk/app_491373477556901 As with other advertising channels we’ve applied knowledge and optimised the campaign from last yearUtilising the new brand logo creative to embody the new brand positioning: “For you, because of you, thanks to you”Presenting user generated content alongside brand content to reflect the coming together of the #CollectiveForceJust like last year it’s extremely important to the brand that we recognise our supporter contributions, and this year we wanted to do that in an innovative, creative wayUtilising innovative interactive image technology to progressively building the new logo from supporter contributionsDirecting user content contributions by giving them a series of social media asks designed to give our fans a reason to easily spread the word for us
Thanks to our supporters, our social channels have come a long way in the last 18 months Five CRUK Facebook pages grew to more than 620,000 total fans, up from around 200,000 in May 2011Main @CR_UK Twitter account has grown from 18,000 followers to around 47,000Google+ page has seen huge growth in recent months with nearly 127,000 followersCancer Research UK came top of the Social Charity 100 index in September, 2011We came 4th (top charity) in a global index of brands who use social media, called the Social Brands 100