#TweetRecycle1000heads & Friends of Glass

www.friendsofglass.com www.bloginabottle.com

www.twitter.com/GlassFriendsUK

Background & Objectives• 1000heads employed by FEVE to increase awareness around the

benefits of glass packaging across Europe

• Through conversational engagement, our aim is to generate collaborative conversation and content creation, as well as enthusing people’s thinking about glass

• Our main aim was to grow the number of glass ambassadors in the lead-up to Choose Glass Week, with the different activities focused across scapes and passion groups

Overview of Activies

Time

Convers

ati

on V

olu

me

June 2009 Sept 2009

TweetRecycle initiative

All the glass ambassadors will be encouraged to take part in all of the activities

Recruitment for the Tweetrecycle campaign

Mother and child initiative targeted at parental communities etc but also to all the existing ambassadors

Glass Inspires

As new ambassadors are recruited they are all also involved in previous activity to maximise participation and conversation

As the number of activities increases so do the conversation levels around Choose Glass Week when the shop initiative will be launchedJuly 2009 Aug 2009

Perfect Packaging

Choose Glass Week

Reactive activity driven by conversation

New ambassadors recruited

Activ

ity

Stre

am

sAll activity will be supported by content on the Friends of Glass blog and in the Twitter, Facebook and other presences

New concepts ensure that involvement from a wider audience, as well as our ambassadors, is possible

New concepts ensure that involvement from a wider audience, as well as our ambassadors, is possible

1000heads to ensure that content is created across scapes, in visual and written form

1000heads to ensure that content is created across scapes, in visual and written form

FEVE creative

Ongoing involvement with voices across activities to build deeper relationships with current ambassadors, as well as with voices in frontier passion groups

Ongoing involvement with voices across activities to build deeper relationships with current ambassadors, as well as with voices in frontier passion groups

Approach

Approach • Provide a voice for the Friends of Glass campaign within social media by

owning and running Friends of Glass blog, Twitter account, Facebook group and other online presences

• Engage online voices with a view to building a tribe of ‘Glass Ambassadors’ who we can involve in future initiatives, product launches etc…

• Encourage conversation by providing promo items that drive conversation and remind our voices to TweetRecycle

• Amplify conversation from our online voices and Ambassadors across all Friends of Glass online presences

WOM Strategy

Build simple, engaging activities that appeal both to glass ambassadors as well as frontier passion groups

Build simple, engaging activities that appeal both to glass ambassadors as well as frontier passion groups

Direct ambassadors to scapes that encourage collaboration and debate - such as popular micro blogging site Twitter

Direct ambassadors to scapes that encourage collaboration and debate - such as popular micro blogging site Twitter

Ensure content is created across scapes, as well as being collated in central locations to encourage voice collaboration and discussion

Ensure content is created across scapes, as well as being collated in central locations to encourage voice collaboration and discussion

FEVE creative

Connect voices together through online venues, making the experience a collaboration of shared passions

Connect voices together through online venues, making the experience a collaboration of shared passions

Strategy

TweetRecycle

Stream Concept ApproachCommunity Recycling Encourage collaborative

glass recycling amongst Ambassadors and their extended communities. Continue dialogues with pro-active Ambassadors

Involve Glass Ambassadors and their extended communities in sharing their recycling efforts online using Twitter – 1000heads following progress and updating on blog and other presences. Process continues right through to Choose Glass Week

Target voices with large groups of followers online in order to get them to take part and spread the word around the initiative

Provide real-world promo assets to vocal voices to encourage more conversation

Ambassadors sharing how many bottles they’ve recycled by posting on Twitter

Ambassadors sharing how many bottles they’ve recycled by posting on Twitter

Ambassadors encouraged to note the volume of glass they recycle, by adding #TweetRecycle tag – each tweet exposing the scheme to FoG followers and all of ambassadors’ followers, encouraging wider participation

Ambassadors encouraged to note the volume of glass they recycle, by adding #TweetRecycle tag – each tweet exposing the scheme to FoG followers and all of ambassadors’ followers, encouraging wider participation

1000heads to #tag ‘encouraging’ Tweets throughout the campaign, offering statistics of what the number of glass bottle so far adds up to

1000heads to #tag ‘encouraging’ Tweets throughout the campaign, offering statistics of what the number of glass bottle so far adds up to

Concept

Ambassadors are also encouraged to involve their wider community to take part in this activity

Ambassadors are also encouraged to involve their wider community to take part in this activity

Twitter Interaction• 2,154 followers• 529 tweets in total

Facilitates the sharing of voice content and various sourced posts and news from around the web

Evidence of regular networking and development of friendships with 1000heads representatives and one another

Assets

#tweetrecycle• 108,518 recycled bottles to date• 300 total participants

Asset overview

Over a fifth of all WOM measured for Friends of Glass campaign mentions tweetrecycle

Ongoing activity

• TweetRecycle is continuing to go from strength to strength and is on target to reach its goal of 76,500 bottles

• Upcoming Twestivals and promo assets planned to support activity

• Please take part!

Contact information

Oxford - 1000heads Oxford90 Milton ParkAbingdonOxonOX14 4RY+44 1235 862590

Katy Woodrow Hill E: Katy.Woodrowhill@1000heads.comM: 07963 291 591

Cherry Tian E: Cherry.Tian@1000heads.comT: 44 1235 433054

London - 1000heads London8 Smarts PlaceHolbornLondonWC2B 5LW+44 207 430 1328

http://bloginabottle.com/