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A presentation showing how we harnessed momentum and drove it forward for T-Mobile through social media.
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Generating Buzz Through Content and Conversation
Matthew Bamford-Bowes MediaCom
The ChallengeDespite an innovative and competitive offering, T-Mobile had fallen behind it’s competitors.
People simply didn’t know what the brand stood for.
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.
The IdeaStage 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.
Additionally, build a community around this content, and make it easy to share using digital and social networks.
The 6 Month StrategyJa
n
Feb
July
Mar
Apr
May
June
MaintainLaunch MaintainLaunch
A typical event based approach wouldn’t work…
Jan
Feb
July
Mar
Apr
May
June
Dead Space for Conversation and Content
We needed to provide momentum to each burst by continually seeding “unseen” content
Jan
Feb
July
Mar
Apr
May
June
Liverpool Street Station delivered great web-ready content…
What is great web-ready content?
• Cult• Currency• Cool• Celebrity
All 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 matesCool: The Dance grabbed people’s attention, made them smile, and want to share itCelebrity: Liverpool Street Station acted as the celebrity – a location everyone knew
In fact…when reviewed this is why people passed it on…
Limiting our Partners meant we could control content flow…
The main hub of Content and Conversation
Video Live at same time as TV spot (Friday 19th)
All traffic directed to YT for first two weeks of campaign
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
Jan
Feb
July
Mar
Apr
May
June
Volume of Engagement
Partners
Content
Full 2
min
30+
Vid
eo
Content was planned ahead of time, but didn’t react to consumer wants and desires…
Content Timeline
Brand Led
Consumer Led
Mak
ing
of a
nd
Behi
nd th
e Sc
enes
Full
Vide
o of
Eve
nt
Actu
al E
vent
Consumer m
obile
and camera
images
Consumers
record, edit and
post footage of TV
ad onto blogs and
YouTube
Shellie launches
Facebook group
Laun
ch o
f sho
rter
ed
its +
How
to
Danc
e pt
.1
How
to D
ance
w
ith E
mm
a pt
.2
Pete
r Cro
uch
Edits
Kelly
Bro
ok
Edits
Consumers
seekingout edits
and new versions
Consumers
demanding m
ore
info and wanting
new events
Jan
Feb
July
Mar
Apr
May
June
Full 2
min
30+
Vid
eo
Mak
ing o
f and
Beh
ind
the
Scen
es
Laun
ch o
f sho
rter e
dits
+
How to
Dan
ce p
t.1Al
tern
ative
Edits
Potentially reacting to consumer could have driven more interest
Volume of Engagement
Partners
Content
Can we deliver an “epic” marketing campaign….
20million+
viewsYes, 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
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
Jan
Feb
July
Mar
Apr
May
June
Full
2min
30+
Vid
eo
Mak
ing
of a
nd B
ehin
d th
e
Scen
es
Laun
ch o
f sho
rter
edi
ts +
How
to D
ance
pt.1
Alte
rnati
ve E
dits
Potentially reacting to consumer could have driven more interest
But what about the
next event?
Volume of Engagement
Partners
Content
There were three key user groups…
Facebook and YouTube were easy to identify.…
3,000 Subscribers via email 4,000 Subscribers via admin
Bloggers were more difficult to identify due to volume of conversation…
We used OpenAmplify and Unruly to identify a top 100…
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)
Create exclusive invite and content (potentially video) to ask top 10 influential bloggers from Dance campaign to come and blog about event
Give Bloggers T-Mobile goodie pack including T-Mobile Broadband dongle with week’s free accessGive them exclusive access to the filming and behind the scenes content. Encourage them to bring own camera and record via photo/video.
Identify top 100 bloggers from Dance campaign. Contact with exclusive content prior to TV ad launch, including video trailer.
Give them PR story and lead. (Zac – what else can we give them)
Saatchis - CatyFreuds - Zac
Saatchis - SallyFreuds - Zac
Freud - Zac
MediaCom - Matt MediaCom – MattT-Mobile – PR team
MediaCom - MattContact
Content
Action
Identifying Key Roles for Social Channels
Create Direct Discuss
Seed event post-event across key influential blogs through non and paid for placements
Signpost RSS on YouTube for video content
THE EVENT
Signpost Video, content and Photo updates through twitter
Allow comments on all create channels and RSS where possible
Actively discuss activity with followers on Twitter
Distribute event content to Flickr photo channel
Create Facebook group to house content and release some exclusive non-YT content
YouTube as the main content hub
Through social media & T-Mobile texting London customers 13,000+ people were driven to the event
But it didn’t stop at just getting people there to the event…
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 got great access because T-Mobile found me on Flickr and asked me to
photograph the event
I recorded it all on my mobile, shared with friends and
added it to YouTube
I took photos and uploaded them to
T-Mobile Flickr group
An explosion of Consumer Created Content…
1,271 “Earned” Photos 312 “Earned” Consumer Video
17,319 “Earned” Blog posts
Jan
Feb
July
Mar
Apr
May
June
Volume of Engagement
Partners
Full
2min
30+
Vid
eo
Content
Mak
ing
of a
nd B
ehin
d th
e
Scen
es
Laun
ch o
f sho
rter
edi
ts +
How
to D
ance
pt.1
Alte
rnati
ve E
dits
Potentially reacting to consumer could have driven more interest
30” T
raile
r of E
vent
Live
Cons
umer
Cre
ated
Cont
ent
360d
egre
e Ye
llow
bird
Cont
ent
Alte
rnati
ve E
dits
Foot
age
from
Tour
Abi C
lanc
y Vi
deo
Mob
ile F
oota
ge
The Five Points to Take-Away
1. You can control the content, you can’t control the conversation
2. But.. Consumers are a great ally in producing free content.. use it well
3. Start early to create a groundswell
4. Don’t just pick one social platform, try them all for their different strengths
5. Let everyone you talk to think they are the most important wheel in the cog – Bloggers, Facebook admins, YouTube subscribers