Paddington & Co. presents how Meltwater Buzz (social media monitoring, engagement and management platform) has helped them engage with their fans across social media, and what insights they have gained through the experience. Specific use cases, metrics and campaigns included. Presented at Social Media World Forum in London (March 2012).

1. Paddington Bear TM
&
Paddington
Bear
TM
©Paddington
&
Co
Ltd
2012

2. The Story Behind Paddington
• The
first
book
was
published
almost
54
years
ago
in
October
1958
• This
was
followed
by
the
first
television
series
in
the
mid-­‐1970s
• A
successful
merchandising
programme
developed
out
of
this
• The
books
have
been
translated
into
40
languages,
the
tv
series
have
aired
in
over
100
countries
and
products
are
sold
worldwide
• Paddington
is
a
global
brand
with
internaMonal
appeal

3. Maintaining Paddington’s Popularity
• Paddington’s
success
has
been
built
on
the
foundaMon
of
the
books
• Paddington
stays
in
touch
with
his
fans
• Paddington
moves
with
the
Mmes
• Paddington
has
kept
his
integrity

4. Paddington and Social Media
• Facebook
is
an
ideal
way
for
Paddington
to
talk
to
his
fans
• Finding
the
right
“voice”
for
Paddington
was
of
key
importance
• Paddington
was
keen
to
do
it
himself
unMl
he
discovered
how
difficult
it
is
to
type
with
paws!

5. Paddington and Buzz
We
use
Buzz
for
engaging
and
monitoring.
It
helps
us
to:
• Talk
to
Paddington’s
fans
in
an
efficient
manner
• Find
out
what
people
are
saying
about
Paddington
• Pick
up
on
new
stories
• Analyse
trends

6. Engaging With Paddington’s Fans
• We
chose
24
different
images
of
Paddington
• Using
the
calendar
funcMon
on
Buzz
we
Mmed
each
one
to
upload
on
a
daily
basis
• Each
photo
told
a
simple
story
leading
up
to
Christmas

7. Engaging With Paddington’s Fans
• The
Advent
calendar
was
a
huge
hit
with
all
of
Paddington’s
followers
• Everyone
started
looking
forward
to
seeing
the
new
photo
each
morning
• Many
people
shared
the
story
and
our
fan
base
increased

8. Listening to Paddington’s Fans
Dear Paddington, I'd Your stories are my all-
like to know if you plan time favourite and I
to visit your homeland couldn't begin to i always loved
Peru. I hope you can imagine my life without you paddington
visit. Darkest Peru isn't Paddington. xx
darkest anymore.
Soy peruano como
Hello! Quick question - has a Paddington, me alegro
2012 Paddington calendar
por el cariño que le
been published? I'm
desperately seeking one for tienen al osito ;)
my grandma! Thanks. saludos desde Perú :)

9. Picking Up Useful Information
An
extract
from
our
daily
report
….
…
led
us
to
this
page

10. Keeping Ahead of the News
We
picked
up
this
story
…
…
and
shared
it
with
Paddington’s
fans

11. Keeping Ahead of the News

12. Looking at the Results

13. Paddington Bear TM
&
zzz …
zzz …
zzz …
zzz …