The document discusses methods for integrating digital and social media techniques into marketing campaigns. It covers viral marketing tactics like "how-to" videos, top 10-style lists, video diaries, and competitions. Examples are provided for each technique. The document also discusses measuring the effectiveness of digital campaigns and provides tips for marketers on applying these techniques to their own campaigns.

1. Methods For Breathing Creativity Into Your Campaigns To Hook The Digital-Savvy Consumer www.realfresh.tv Drive Innovation, Track Results

3. www.realfresh.tv Once upon a time…

4. www.realfresh.tv There was only one way to market…

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7. www.realfresh.tv Along came broadband Internet...

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9. www.realfresh.tv And an incredible shift started to take place…

10. www.realfresh.tv Institutional Control Consumer Control

11. www.realfresh.tv The truth is…

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13. www.realfresh.tv The future will only magnify this trend.

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16. www.realfresh.tv The Lesson For Marketers?

17. www.realfresh.tv Go Beyond The Banner

18. www.realfresh.tv Multi-Platform Marketing

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20. www.realfresh.tv How many people visited a social network in January?

21. www.realfresh.tv 19.2 million (58% of active UK Internet population).

22. www.realfresh.tv Average visitor spent 2 hours 26 minutes

23. www.realfresh.tv Your most influential customers are online.

24. www.realfresh.tv First mover advantage

25. www.realfresh.tv Reach the “lost” 16-24 demographic

26. www.realfresh.tv It’s Still All About The Creative

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31. Why? People like to learn new things. www.realfresh.tv ‘ How To’ Videos

33. Best Suited For: Viral Video Campaigns www.realfresh.tv ‘ How To’ Videos

34. www.realfresh.tv How To Fold A T-Shirt http://www.youtube.com/watch?v=b5AWQ5aBjgE

35. www.realfresh.tv How To Shuffle Poker Chips http://www.5min.com/Video/Shuffle-Poker-Chips-Like-a-Pro-8284

37. Why? Easily digestible info resource. www.realfresh.tv Top 10-style Lists

38. Example: Top 10 Ways to Sleep Smarter and Better www.realfresh.tv Top 10-style Lists

39. Best Suited For: Blog Articles www.realfresh.tv Top 10-style Lists

40. www.realfresh.tv Top 10 Ways to Sleep Smarter and Better http://lifehacker.com/software/lifehacker-top-10/top-10-ways-to-sleep-smarter-and-better-309030.php

41. www.realfresh.tv Lifehacker, popular tech blog http://lifehacker.com/

43. Why? Deeply engaging entertainment. www.realfresh.tv Video Diaries

46. www.realfresh.tv LonelyGirl15 Video Diary http://www.youtube.com/lonelygirl15

47. Over 50 million views since launch and counting. www.realfresh.tv LonelyGirl15 Facts

48. Each show attracted 100s of viewer comments on YouTube. www.realfresh.tv LonelyGirl15 Facts

49. Neutrogena and Hershey’s signed on as sponsors. www.realfresh.tv LonelyGirl15 Facts

50. www.realfresh.tv Kate Modern Web Soap http://www.bebo.com/abstractheart

51. Web’s first ‘social’ soap opera www.realfresh.tv Kate Modern Facts

52. Sponsors: Microsoft, Orange, Procter & Gamble, Warner Music, Paramount. www.realfresh.tv Kate Modern Facts

53. Each paid: £250k to ‘appear’ within show www.realfresh.tv Kate Modern Facts

54. Total audience: 35m videos viewed over a 5 month period (1.5m per week). www.realfresh.tv Kate Modern Facts

55. Money well spent? www.realfresh.tv

57. Why? Everyone loves a freebie. www.realfresh.tv Competitions and Giveaways

58. Examples: 5 Day Gadget Giveaway www.realfresh.tv Competitions and Giveaways

59. Best Suited For: User Generated Content Campaigns (can be video, images or text) www.realfresh.tv Competitions and Giveaways

60. www.realfresh.tv 5 Day Gadget Giveaway http://www.realfresh.tv/the-first-british-iphone-giveaway/

61. www.realfresh.tv That’s all well and good…

62. www.realfresh.tv But how do I effectively…

63. www.realfresh.tv integrate

64. www.realfresh.tv online marketing with offline marketing?

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66. First engage with consumers online www.realfresh.tv

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68. Then create an authentic extension of your offline brand. www.realfresh.tv

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70. “ The audience would rather be part of the campaign than be marketed to.” FeedCo. www.realfresh.tv

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72. www.realfresh.tv How?

73. www.realfresh.tv Social Media employed: Online Video Innovative Social Media Campaigns Levi’s Behind The Fashion

74. www.realfresh.tv Innovative Social Media Campaigns Levi’s YouTube Channel Social Media employed: Online Video

75. www.realfresh.tv Innovative Social Media Campaigns Real Fresh TV New Music Page Social Media employed: Online Video | Blog | iTunes Podcast

76. www.realfresh.tv Innovative Social Media Campaigns Aviva Ocean Racing Social Media employed: Online Video | Blog

77. www.realfresh.tv Innovative Social Media Campaigns Aviva Ocean Racing Social Media employed: Online Video | Blog

79. www.realfresh.tv How Do I know It Is Working?

80. Use tools like Google Analytics Web-based website traffic monitor www.realfresh.tv Social Media: Inherently Measurable

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82. Monitor Comment and View Counts Easily track video views and comments www.realfresh.tv Social Media: Inherently Measurable

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84. Google Search ‘ Google’ key words before and after www.realfresh.tv Social Media: Inherently Measurable

85. Social Media/Buzz Monitoring Receive personalised reports about key words www.realfresh.tv Social Media: Inherently Measurable

87. Integrate Social Media early on into a campaign. www.realfresh.tv How Can It Be Applied To You?

88. www.realfresh.tv How Can It Be Applied To You?

89. First analyse your current marketing mix. www.realfresh.tv How Can It Be Applied To You?

90. Then work on the creative . www.realfresh.tv How Can It Be Applied To You?

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92. Finally, don’t go it alone… www.realfresh.tv How Can It Be Applied To You?

93. Call in the experts . www.realfresh.tv How Can It Be Applied To You?

94. www.realfresh.tv How Can It Be Applied To You?

96. www.realfresh.tv And Now It’s Time For…

97. www.realfresh.tv The Interactive Workshop

98. www.realfresh.tv Interactive Workshop Brief: Create a short digital campaign using one of the four viral techniques mentioned earlier.

100. Digital/Online Interactive Masterclass Chi-chi Ekweozor Founder & Managing Director RealFresh.TV Ltd www.realfresh.tv [email_address]

101. www.realfresh.tv Credits and References Man and Laptop - http://www.southwestecommerce.com/images/manlaptop.jpg Top 6 Ideas for Incredible Viral Content – http://www.techipedia.com/2007/6-ideas-for-viral-content/ Digital Native - http://keithwillsdesign.com/wiki/tiki-view_blog_post.php?blogId=1&postId=1 Lonleygirl15 - http://mashable.com/images/lonelygirl15.png Social Media - http://www.flickr.com/photos/somethinnew/384489940/ Speech Bubble - http://dailyreport.afa.org/AFA/Features/personnel/box0320096schwalier.htm iTunes Logo - http://canucks.nhl.com/team/app/?service=page&page=NHLPage&id=20749 Attention Level: http://www.instablogsimages.com/images/2007/10/04/rainfall-measuring-wellington-boot_6642.jpg

102. www.realfresh.tv Credits and References Top 10 Ways to Sleep Smarter and Better - http://lifehacker.com/software/lifehacker-top-10/top-10-ways-to-sleep-smarter-and-better-309030.php What Are We Doing - http://www.flickr.com/photos/deestea/198091208/ Kate Modern on Bebo – http://www.bebo.com/abstractheart Guardian on Kate Modern – http://www.guardian.co.uk/media/2008/jan/16/bebo.television Genie out of bottle – http://deutsch.istockphoto.com/file_closeup/?id=977005&refnum=605526 Paramount film plugs in Bebo’s Kate Modern - http://www.mad.co.uk/Main/Home/Articles/c1f55727cd9945ec8b280faca2da186a/Paramount-works-with-Bebo-to-get-film-plugs-into-Kate-Modern.html Social Media – http://www.dallaswebservices.com/images/blog_images/social-media.jpg http://www.popgadget.net/images/charlottetangye_footprint.jpg

103. www.realfresh.tv Credits and References Cat watching Cat – http://www.flickr.com/photos/cloudzilla/50257242/ Measuring Social Media – http://blogoscoped.com/archive/2008-03-21-n11.html http://www.jisclegal.ac.uk/search.htm Multi-Platform Marketing – http://gregverdino.typepad.com/greg_verdinos_blog/2007/09/yall-know-that-.html Contagious: http://www.levidepoches.fr/ Lighthouse: http://www.flickr.com/photos/mumbleyjoe/2043508173 Obay: http://www.flickr.com/photos/thebruce0/2280382961/ Digital Native: http://keithwillsdesign.com/wiki/tiki-view_blog_post.php?blogId=1&postId=1 Open Up: http://www.dallaswebservices.com/images/blog_images/social-media.jpg

104. www.realfresh.tv Credits and References Online Video Examples Schweppes Ad: slow motion balloons ad http://www.youtube.com/watch?v=pRFfJJjLpqw Views: 132,624 How To Fold A T-Shirt (Japanese) http://www.youtube.com/watch?v=b5AWQ5aBjgE Views: 314,711 How To Fold A T-Shirt (English) http://www.videojug.com/film/how-to-fold-a-t-shirt-in-2-seconds-explained Views: 224,297 How To Shuffle Poker Chips http://www.5min.com/Video/Shuffle-Poker-Chips-Like-a-Pro-8284 Views: 76,600 Dove Evolution: http://www.youtube.com/watch?v=iYhCn0jf46U Views: 6,376,542 Ronaldinho: Touch of Gold http://www.youtube.com/watch?v=lsO6D1rwrKc Views: 21,723,156 Beauty is a product of PhotoShop http://www.youtube.com/watch?v=chd6FC6AAD8 Views: 1,701,937