3. ENGAGEMENT
MICROSITE &
RESPONSE
CONTENT
VIDEO LINK MP3
AWARENESS
YOUTUBE & FACEBOOK &
TUMBLR & 2.0 TWITTER &
VIDEO SOCIAL
SITES BLOGS
SHARING NETWORKS
REACTIONS
LIKES SHARES COMMENTS BOOKMARKS RETWEETS
4. 10 Key Strategic Points
1. Know your audience / community
2. Establish objectives and baseline measurables
3. Clearly identify an issue / story
4. Create a big idea, headline & simple messages
5. Produce appropriate content e.g. video
6. Create supporting content
7. Establish presence on social networks
8. Encourage, energise existing community
9. Know your tools & measure & analyse results
10. Start again
6. Viral Basics
• Similar to word of mouth – word of
mouse
• Uses technology to facilitate sharing
of content such as:
• A website
• A video, image, mp3
• A document
7. Be “Authentic”
• Amateurism rules
• Why will friends forward
to friends?
1) to share something that
will surprise, humour or
impress;
2) to show off their
privileged information.
8. Effective Viral Video Creative
• Remix / Parody: create a video that is simple
enough to be remixed over and over again by
others. eg: “Dramatic Hamster” / hitler downfall
• Don’t make an outright ad: if a video feels like an
ad, viewers won’t share it unless it’s really
amazing. eg: Sony Bravia “Bouncy Balls”
• Make it shocking: give a viewer no choice but to
investigate further. eg: “Brasil Lift Ghost”
• Solve a problem and link to where everyone can
get the solutions eg. Record Rubiks Cube Finish
• Make the world laugh: eg “Gangnam style”
10. In Limbo With Your Lingo?
• raise awareness of the existing
translation and language services
available in Dundee City Council.
• increasing number of economic migrants
settling into Dundee. They come to work
and live in the city and so therefore want
to integrate into the community
• market research has shown that 8 out of
10 of these migrants would like to have
access to translation and language
services, making their transition into
Dundee easier and smoother.
• However of this demographic only 4 out
of 10 knew of the existing service
available.
17. Summary
• Clearly identified an issue
• Researched the targeted audience
• Prepared simple message
• Used viral and interactive media
• Created supporting content
• Connected to dedicated help content for
target audience
• Measurable results
18.
19. “Dumb ways to die” Background
• Encourage people (audience not clear, seems to
be youth) to stay safe around trains
• Metro / Public Transport Authority in Melbourne,
Australia
“For the majority of us, this advice is totally unnecessary.
“Most people are able to recognise for themselves that trains
are big, fast and not to be messed with.
“But sadly a few people just don't get it. And that's why we're
running this campaign. To stop them from that brain fade,
from doing something dumb and being hit by a train.”
• Campaign Launched 14th November 2012
22. Since 14 November…..
• 29 million YT views
• 2 million FB shares
• 64,000 twitter shares
• 1,351 blog posts
• Viralvideochart.com
23. Creative….
• Big Idea / Theme : Dumb ways to die
• Big Message: Don’t die an unnecessary death getting
killed by a train
• Creative Decision 1: Animation
• Cheap & simple
• Not personal – jellybeans - no race / gender / class
• Stupid behaviour doesn’t discriminate
• Memorable, funny, easy to explain
• Creative Decision 2: Message
• Song - catchy, contemporary (folksy style)
• The ‘true message’ comes towards the end – not bombarding the
viewer / tempting click aways / like a pop video
24. The video raises awareness
The network encourages engagement
The audience responds with reactions
25. • Create / use existing
youtube channel
• Central hub
• Link out to other contact
/ content areas
ALWAYS USE THE
DESCRIPTION BOX!!
45. Summary
• Always start with a clear campaign. What’s the
big idea? What’s the headline? Story?
• Understand the audience (s)
• Choose an appropriate creative strategy - funny
• Reward, encourage, incentivise – free mp3
• Have clear end point. Connect social media to
this end point – microsite
• Success builds momentum
• Track, analyse and evaluate
47. Amnesty UK’s Campaign To Stop
Violence Against Women
• International Women’s Day March 2009
• Message – 1 in 10 women in the UK
experience rape or other violence
• Objectives – Better support for women at
a local level – 1 in 4 local authorities leave
female victims of violence without
specialist support.
48. Energised, Connected Network
• Content, brand and brand
fan distribution
• Facebook, MySpace, Bebo,
Flickr, YT, Twitter, Blogs
• Investment
49. Amnesty UK’s Campaign To Stop
Violence Against Women
• They have a community platform
for digital activists.
• Located at
www.protectthehuman.com
52. Online Activity
• Get as many people as possible
to change their twitter and
facebook avatars.
53. Tweet and retweet “each year, around
one in ten women in Britain will
experience rape or other violence. Act
now http://oneten.org.uk”
Use hashtag #oneten
54. One in Ten - Impact ?
Twitter
Approx 3000 mentions of #oneten 6th March
@amnestyuk 3rd most retweet user 6th March
#oneten in top 10 trending topics 6th March
Oneten.org.uk most tweeted link 6th March
(Twitscoop / retweetradar / twittersearch)
Protect The Human Blog and .com (between 2nd to 9th
March)
900 referrals from Twitter
1,700 referrals from FB
12,000 pageviews
8,500 unique visitors
Mapsofgaps.org
215 people emailed their MP
2000 people referred from oneten.org.uk
6 times as many people as usual took action on 6th
March
