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©2016
COPENHAGEN
LONDON
COPENHAGEN
LONDON
Introduction & Cases
Social Media Management Agency
THINK SOCIAL FIRST
©2016
COPENHAGEN
LONDON
Mindjumpers is a full service Social Media Management Agency
Worked with +50 brands in the last 7 years
+40 people across our offices in London and Copenhagen
25 people activated through our “Mindjumpers Network” across
12 countries
Who
We Are
©2016
COPENHAGEN
LONDON
Local
Activation
With our network of local social
media managers around the
world, we can activatebrands in
any given country.
Strategy
& Editorial Planning
We plan and execute
conversations by securing
content in theright context for the
brand – from real-time tolong
term strategies.
Content
Production
We develop share-worthy stories
for any type of social platform
and acrossmultiplecontent
formats.
Interactive
Design & UX
With focus ontheuser journey,
we conceptualizeideas and
design rich social and digital
user experiences.
-
Technology
We build apps and digital tools
from a social first principle and
handle platform servicesonthird
party tool suites.
Response
Management
We handledialogue withusers and
consumers in closecollaboration
with the client and monitor owned
channels to discover potential
issues efficiently.
Social
PR
We build relations and collaborate
with industry influencers in the
social sphere withtheaim of
generating earnedmediafor a
brand.
Paid
Social
We plan and handlesocial paid
amplification onvarious social
platforms.
Research
& Measurement
We conduct researchonsocial
consumers and influencers and do
ongoing performance reporting on
key objectives and KPI’s.
Social Media
Services
©2016
COPENHAGEN
LONDON
Mindjumpers’
Local Social Media Manager Network
Mindjumpers Network of local social media managers enables us to strategically develop
and execute global and local social media initiatives in a structured, quality assured and
cost effective way.
We always secure the right persona for the brand. It is not just a question of age, gender,
background and skillset - the persona must love the brand.
We have a five step recruitment process and can recruit a Local Social Media Manager from
any given country within 30 days.
©2016
COPENHAGEN
LONDON
The
Social
Newsroom
The
Social
Newsroom
The heart of Mindjumpers is the
Social Newsroom, which is
operated like the newsroom in a
traditional media company.
Stories are selected, content is
planned and produced and in
the end published to those
social brand channels that
Mindjumpers is operating and
delivering campaign content for.
Distribution ofcontent to
potential earned publish
sources (social PR). Dataand
insight driven amplificationof
content withpaid media.
The Editor is responsiblefor
executionof thegivencontent
strategy, securesquality and
approval processwith the client and
overseesall content planning.
Designers and copywriters
developingcampaign content within
the right toneofvoice and creative
visual identitytailored totheindividual
channels.
Responsible for all content
planning,scheduling and
publishing. Daily contact tothe
client and other possibleclient
partners e.g.campaignagencies.
Daily monitoringof all data sources, with
the aim of delivering insights for content-
creation, planning, distribution and
amplification.
Mindjumpers’
Social Newsroom
©2016
COPENHAGEN
LONDON
CONTENT
CONTENT EDITORIAL DISTRIBUTION
OWNED
EARNED
PAID
Agency
Y Agency
X
Content
partners
Global
client
marketing
team
Local
client
marketing
team
Other
client
stake-
holders
User
Generated
The
Social
Newsroom
Mindjumpers’ social amplification model de-complicates the task of managing social brand channels with multiple client stakeholders or
simplifies the task when activating a given campaign with content from various content partners across a social eco-system.
Mindjumpers’
Social Amplification Model
©2016
COPENHAGEN
LONDON
CASES
©2016
COPENHAGEN
LONDON
CARLSBERG GROUP
©2016
COPENHAGEN
LONDON
Being one of the leading breweries in the world, Carlsberg had
an extensive globally fragmented social media presence, not
least across its four international premium brands. The
fragmentation was evident through hundreds of local Facebook
pages both market- and user driven across brands, which
resulted in the following challenges:
- Not possible to leverage global assets and secure scale on
global content
- Limited opportunity to engage fans in markets without local
action
- Lack of brand consistency
- Not possible to track or benchmark performance across local
brand pages
- Lack of quality assurance
- Not possible to exercise the degree of control necessary for
alcohol brands
- Multiple stakeholders; Global brand teams and agencies,
local brand teams and agencies
Outline
2011 Challenge Carlsberg Group
©2016
COPENHAGEN
LONDON
Development and roll out of a global social media strategy with
the aim of organizing the Group’s social media efforts while still
allowing for global/local brand activation.
Mindjumpers was chosen as lead Social Media Management
Agency for the Carlsberg group, meaning that our job is to
ensure that the social strategy is enabled across brands and
markets.
Our focus is on training all markets and agencies working with
social media for the Group, as well as on the structure and
systems that enable knowledge sharing and secure best practice
use on social media.
Measurement
tool
Community
Management
Guidelines
Social Media
Mngmt
tool
Digital
Knowledge
Hub
Best practice, system info,
news and knowledge
sharing on social and digital
Monitor, publish, manage,
measure and engage across our
social media channels (Falcon)
metrics, track local KPI’s,
benchmark
Extensive guidelines on
Community Management
within social media, including
tools and templates
Measure key against other
brands and markets
(Dashboard)
2014 -
Global Social Media Strategy
©2016
COPENHAGEN
LONDON
L’ORÉAL NORDIC
©2016
COPENHAGEN
LONDON
Mindjumpers started working with L’Oréal in 2014 and is
now managing social channels, including Facebook,
Instagram, blogs and YouTube for five brands in Sweden,
Norway, Finland and Denmark.
The individual brand teams have one point of contact with
Mindjumpers. We secure localized activation through our
Network of Local Social Media Managers who have been
recruited for individual brands based on their qualifications,
personality and interests and have been thoroughly trained
in processes, tools and the brand.
Working across several brands gives us a unique
opportunity for applying best practice cases across brands,
optimizing processes, sharing development cost and
benchmarking performance.
“Being able to gather all social activities with one agency
that can offer one point of contact and still secure highly
localized social channels has proved both effective and very
valuable” Christine Egholm, Nordic Digital Project Managers
L’oréal Nordic
5 Brands in 4 Markets
©2016
COPENHAGEN
LONDON
LEBARA PLAY
©2016
COPENHAGEN
LONDON
Lebara launched their new product – Lebara Play – in July
2015. The service offers migrants from multiple European and
International markets access to TV shows and programmes
from back home.
Mindjumpers created the over-arching social strategy,
compiling insights on the social behaviour and viewing habits
of migrants from multiple ethnic countries in different markets.
We also set up a social listening dashboard and recruited
Local Social Media Managers within 6 key ethnic migrant
locations to track, monitor and report daily conversational
trends and volumes in conversation about Lebara Play
programmes and brand across each market.
Insights was used to plan and produce both reactive and
always-on content for multiple ethnicities within a variety of
markets across Lebara’s Facebook and Instagram pages.
Content took many formats, including GIFs, Cinemagraphs,
videos and stills, to leverage engagement with Lebara’s multi-
ethnic community and positioning Lebara Play as a first class
product for migrants to watch all the shows they love from back
home.
Lebara Play
Launching a Streaming Service for Migrants
©2016
COPENHAGEN
LONDON
SKYPE
©2016
COPENHAGEN
LONDON
Russia
Japan
UKUS
Brazil
The Skype Collaboration Project was focused on fashion and design, aimed at 18 – 34 year old emerging creative talents. Mindjumpers had
joint responsibility along with Skype´s social team for anything social across owned and earned media on the campaign.
The campaign included various social activations e.g. Content creation, planning and activating a Twitter Q&A with Victoria Beckham, driving
visits to the campaign site, global and local blogger outreach, a “Share Your Style” competition etc.
The Skype
Collaboration Project
©2016
COPENHAGEN
LONDON
The #AskVB Twitter Q&A took place on Jan 29th at 2pm – 3pm
GMT, it focused on generating earned conversation about the
campaign and awareness of the launch of the Victoria Beckham
Fashion Story.
For one hour Victoria was guest handling the @Skype account,
enabling social connectors to learn how to turn passion into a
fashion reality through a Q&A set-up.
A complex set-up with multiple stakeholders was required to make
the best of the hour.
Mindjumpers handled the @Skype from Mrs. Beckham´s office at
her fashion studio.
#AskVB
Twitter Q&A
©2016
COPENHAGEN
LONDON
The idea was to challenge our audience to express and share their passion for style using Skype.
To enter, users simply shared their photo or video via Skype video message or file/photo sharing to the SCP Skype ID.
A jury picked the 8 best finalists, who were split into 2 groups to attend a GVC with Chaucee and Cosmopolitan UK fashion stylist Holly Coopey
to get tips on how to complete their final look.
Viewers then had to vote for their favourite style. By giving the reasoning behind their vote via IM they could triple their chances of winning.
The Boyfriend
Jeans Challenge
©2016
COPENHAGEN
LONDON
+45 3333 7091
Copenhagen
Kristianiagade 8, 4th floor,
2100 Copenhagen Ø
+44 20 3004 4739
London
353-355 Goswell Road,
EC1V 7JL
THANK YOU

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Mindjumpers Agency - Introduction

  • 2. ©2016 COPENHAGEN LONDON Mindjumpers is a full service Social Media Management Agency Worked with +50 brands in the last 7 years +40 people across our offices in London and Copenhagen 25 people activated through our “Mindjumpers Network” across 12 countries Who We Are
  • 3. ©2016 COPENHAGEN LONDON Local Activation With our network of local social media managers around the world, we can activatebrands in any given country. Strategy & Editorial Planning We plan and execute conversations by securing content in theright context for the brand – from real-time tolong term strategies. Content Production We develop share-worthy stories for any type of social platform and acrossmultiplecontent formats. Interactive Design & UX With focus ontheuser journey, we conceptualizeideas and design rich social and digital user experiences. - Technology We build apps and digital tools from a social first principle and handle platform servicesonthird party tool suites. Response Management We handledialogue withusers and consumers in closecollaboration with the client and monitor owned channels to discover potential issues efficiently. Social PR We build relations and collaborate with industry influencers in the social sphere withtheaim of generating earnedmediafor a brand. Paid Social We plan and handlesocial paid amplification onvarious social platforms. Research & Measurement We conduct researchonsocial consumers and influencers and do ongoing performance reporting on key objectives and KPI’s. Social Media Services
  • 4. ©2016 COPENHAGEN LONDON Mindjumpers’ Local Social Media Manager Network Mindjumpers Network of local social media managers enables us to strategically develop and execute global and local social media initiatives in a structured, quality assured and cost effective way. We always secure the right persona for the brand. It is not just a question of age, gender, background and skillset - the persona must love the brand. We have a five step recruitment process and can recruit a Local Social Media Manager from any given country within 30 days.
  • 5. ©2016 COPENHAGEN LONDON The Social Newsroom The Social Newsroom The heart of Mindjumpers is the Social Newsroom, which is operated like the newsroom in a traditional media company. Stories are selected, content is planned and produced and in the end published to those social brand channels that Mindjumpers is operating and delivering campaign content for. Distribution ofcontent to potential earned publish sources (social PR). Dataand insight driven amplificationof content withpaid media. The Editor is responsiblefor executionof thegivencontent strategy, securesquality and approval processwith the client and overseesall content planning. Designers and copywriters developingcampaign content within the right toneofvoice and creative visual identitytailored totheindividual channels. Responsible for all content planning,scheduling and publishing. Daily contact tothe client and other possibleclient partners e.g.campaignagencies. Daily monitoringof all data sources, with the aim of delivering insights for content- creation, planning, distribution and amplification. Mindjumpers’ Social Newsroom
  • 6. ©2016 COPENHAGEN LONDON CONTENT CONTENT EDITORIAL DISTRIBUTION OWNED EARNED PAID Agency Y Agency X Content partners Global client marketing team Local client marketing team Other client stake- holders User Generated The Social Newsroom Mindjumpers’ social amplification model de-complicates the task of managing social brand channels with multiple client stakeholders or simplifies the task when activating a given campaign with content from various content partners across a social eco-system. Mindjumpers’ Social Amplification Model
  • 9. ©2016 COPENHAGEN LONDON Being one of the leading breweries in the world, Carlsberg had an extensive globally fragmented social media presence, not least across its four international premium brands. The fragmentation was evident through hundreds of local Facebook pages both market- and user driven across brands, which resulted in the following challenges: - Not possible to leverage global assets and secure scale on global content - Limited opportunity to engage fans in markets without local action - Lack of brand consistency - Not possible to track or benchmark performance across local brand pages - Lack of quality assurance - Not possible to exercise the degree of control necessary for alcohol brands - Multiple stakeholders; Global brand teams and agencies, local brand teams and agencies Outline 2011 Challenge Carlsberg Group
  • 10. ©2016 COPENHAGEN LONDON Development and roll out of a global social media strategy with the aim of organizing the Group’s social media efforts while still allowing for global/local brand activation. Mindjumpers was chosen as lead Social Media Management Agency for the Carlsberg group, meaning that our job is to ensure that the social strategy is enabled across brands and markets. Our focus is on training all markets and agencies working with social media for the Group, as well as on the structure and systems that enable knowledge sharing and secure best practice use on social media. Measurement tool Community Management Guidelines Social Media Mngmt tool Digital Knowledge Hub Best practice, system info, news and knowledge sharing on social and digital Monitor, publish, manage, measure and engage across our social media channels (Falcon) metrics, track local KPI’s, benchmark Extensive guidelines on Community Management within social media, including tools and templates Measure key against other brands and markets (Dashboard) 2014 - Global Social Media Strategy
  • 12. ©2016 COPENHAGEN LONDON Mindjumpers started working with L’Oréal in 2014 and is now managing social channels, including Facebook, Instagram, blogs and YouTube for five brands in Sweden, Norway, Finland and Denmark. The individual brand teams have one point of contact with Mindjumpers. We secure localized activation through our Network of Local Social Media Managers who have been recruited for individual brands based on their qualifications, personality and interests and have been thoroughly trained in processes, tools and the brand. Working across several brands gives us a unique opportunity for applying best practice cases across brands, optimizing processes, sharing development cost and benchmarking performance. “Being able to gather all social activities with one agency that can offer one point of contact and still secure highly localized social channels has proved both effective and very valuable” Christine Egholm, Nordic Digital Project Managers L’oréal Nordic 5 Brands in 4 Markets
  • 14. ©2016 COPENHAGEN LONDON Lebara launched their new product – Lebara Play – in July 2015. The service offers migrants from multiple European and International markets access to TV shows and programmes from back home. Mindjumpers created the over-arching social strategy, compiling insights on the social behaviour and viewing habits of migrants from multiple ethnic countries in different markets. We also set up a social listening dashboard and recruited Local Social Media Managers within 6 key ethnic migrant locations to track, monitor and report daily conversational trends and volumes in conversation about Lebara Play programmes and brand across each market. Insights was used to plan and produce both reactive and always-on content for multiple ethnicities within a variety of markets across Lebara’s Facebook and Instagram pages. Content took many formats, including GIFs, Cinemagraphs, videos and stills, to leverage engagement with Lebara’s multi- ethnic community and positioning Lebara Play as a first class product for migrants to watch all the shows they love from back home. Lebara Play Launching a Streaming Service for Migrants
  • 16. ©2016 COPENHAGEN LONDON Russia Japan UKUS Brazil The Skype Collaboration Project was focused on fashion and design, aimed at 18 – 34 year old emerging creative talents. Mindjumpers had joint responsibility along with Skype´s social team for anything social across owned and earned media on the campaign. The campaign included various social activations e.g. Content creation, planning and activating a Twitter Q&A with Victoria Beckham, driving visits to the campaign site, global and local blogger outreach, a “Share Your Style” competition etc. The Skype Collaboration Project
  • 17. ©2016 COPENHAGEN LONDON The #AskVB Twitter Q&A took place on Jan 29th at 2pm – 3pm GMT, it focused on generating earned conversation about the campaign and awareness of the launch of the Victoria Beckham Fashion Story. For one hour Victoria was guest handling the @Skype account, enabling social connectors to learn how to turn passion into a fashion reality through a Q&A set-up. A complex set-up with multiple stakeholders was required to make the best of the hour. Mindjumpers handled the @Skype from Mrs. Beckham´s office at her fashion studio. #AskVB Twitter Q&A
  • 18. ©2016 COPENHAGEN LONDON The idea was to challenge our audience to express and share their passion for style using Skype. To enter, users simply shared their photo or video via Skype video message or file/photo sharing to the SCP Skype ID. A jury picked the 8 best finalists, who were split into 2 groups to attend a GVC with Chaucee and Cosmopolitan UK fashion stylist Holly Coopey to get tips on how to complete their final look. Viewers then had to vote for their favourite style. By giving the reasoning behind their vote via IM they could triple their chances of winning. The Boyfriend Jeans Challenge
  • 19. ©2016 COPENHAGEN LONDON +45 3333 7091 Copenhagen Kristianiagade 8, 4th floor, 2100 Copenhagen Ø +44 20 3004 4739 London 353-355 Goswell Road, EC1V 7JL THANK YOU