A presentation showing how we harnessed momentum and drove it forward for T-Mobile through social media.

1. Generating Buzz Through Content and Conversation Matthew Bamford-Bowes MediaCom

2. The Challenge Despite an innovative and competitive offering, T-Mobile had fallen behind it’s competitors. MediaCom needed to launch the new brand positioning: ‘Life’s for Sharing’ to a broad target audience, with a specific requirement to drive word-of-mouth, but with a fraction of the budget of our big competitors. People simply didn’t know what the brand stood for.

3. The Idea Additionally, build a community around this content, and make it easy to share using digital and social networks. Stage a unique dance event at Liverpool Street Station that would provide content that embodies ‘Life’s for Sharing’, create such excitement that people would share it; and ultimately, make great advertising.

4. The 6 Month Strategy Maintain Maintain Launch Launch Jan Feb July Mar Apr May June

5. A typical event based approach wouldn’t work… Dead Space for Conversation and Content Jan Feb July Mar Apr May June

6. We needed to provide momentum to each burst by continually seeding “unseen” content Jan Feb July Mar Apr May June

8. Currency

9. Cool

10. CelebrityAll of the above have been proven to drive “viral” uptake of video… Cult: By limiting people at the event had got people talking about what it was, was it real, was it faked? Currency: People wanted to pass it on and share it with their mates Cool: The Dance grabbed people’s attention, made them smile, and want to share it Celebrity: Liverpool Street Station acted as the celebrity – a location everyone knew

11. In fact…when reviewed this is why people passed it on…

12. Limiting our Partners meant we could control content flow… The main hub of Content and Conversation Seeding partner for all video content Video Live 48 hours after TV spot All traffic directed to YT, but bloggers encouraged to rip and share content Video Live at same time as TV spot (Friday 19th) All traffic directed to YT for first two weeks of campaign

13. Content Full 2min 30+ Video Partners Volume of Engagement Jan Feb July Mar Apr May June

14. Content was planned ahead of time, but didn’t react to consumer wants and desires… Making of and Behind the Scenes Launch of shorter edits + How to Dance pt.1 Full Video of Event Brand Led Peter Crouch Edits How to Dance with Emma pt.2 Kelly Brook Edits Actual Event Consumers demanding more info and wanting new events Consumers seekingout edits and new versions Consumer Led Consumer mobile and camera images Consumers record, edit and post footage of TV ad onto blogs and YouTube Shellie launches Facebook group Content Timeline

15. Launch of shorter edits + How to Dance pt.1 Making of and Behind the Scenes Full 2min 30+ Video Alternative Edits Content Partners Potentially reacting to consumer could have driven more interest Volume of Engagement Jan Feb July Mar Apr May June

16. Can we deliver an “epic” marketing campaign…. 20million+ views Yes, we can….T-Mobile Dance remained in the top 5 Viral Video chart for the first 20 weeks of 2009, even beating Obama’s inauguration speech to the top spot

17. And the business effect was “epic” as well… Handset sales went up 22% during launch week Store footfall in January was the highest ever for T-Mobile Retargeting people who’d seen the brand ad online with a sales message improved response by a factor of three Biggest ever UK Bluetooth downloads

18. Launch of shorter edits + How to Dance pt.1 Making of and Behind the Scenes But what about the next event? Alternative Edits Content Full 2min 30+ Video Partners Volume of Engagement Potentially reacting to consumer could have driven more interest Jan Feb July Mar Apr May June

19. There were three key user groups…

20. Facebook and YouTube were easy to identify.… 3,000 Subscribers via email 4,000 Subscribers via admin

21. Bloggers were more difficult to identify due to volume of conversation…

22. We used OpenAmplify and Unruly to identify a top 100…

23. Then contacted the list in preparation for more information about the event… Week prior (w/c 20th April) The Day (30th April) Post-Event (48hours) Action Content Contact

24. Identifying Key Roles for Social Channels Direct Discuss Create Allow comments on all create channels and RSS where possible Distribute event content to Flickr photo channel Signpost RSS on YouTube for video content THE EVENT Seed event post-event across key influential blogs through non and paid for placements YouTube as the main content hub Actively discuss activity with followers on Twitter Signpost Video, content and Photo updates through twitter Create Facebook group to house content and release some exclusive non-YT content

25. Through social media & T-Mobile texting London customers 13,000+ people were driven to the event

26. But it didn’t stop at just getting people there to the event… I recorded it all on my mobile, shared with friends and added it to YouTube I blogged live from the event with the T-Mobile Broadband stick T-Mobile contacted me to video at the event and post on my YouTube channel I took photos and uploaded them to T-Mobile Flickr group I got great access because T-Mobile found me on Flickr and asked me to photograph the event

27. An explosion of Consumer Created Content… 312 “Earned” Consumer Video 1,271 “Earned” Photos 17,319 “Earned” Blog posts

28. Live Consumer Created Content Launch of shorter edits + How to Dance pt.1 360degree Yellowbird Content Mobile Footage Making of and Behind the Scenes Alternative Edits Footage from Tour Abi Clancy Video Alternative Edits 30” Trailer of Event Full 2min 30+ Video Content Partners Potentially reacting to consumer could have driven more interest Volume of Engagement Jan Feb July Mar Apr May June

29. The Five Points to Take-Away You can control the content, you can’t control the conversation But.. Consumers are a great ally in producing free content.. use it well Start early to create a groundswell Don’t just pick one social platform, try them all for their different strengths Let everyone you talk to think they are the most important wheel in the cog – Bloggers, Facebook admins, YouTube subscribers