Chris Ward

Bluedotworld.com chris@bluedotworld.com

Britain: The Giving Nation The 2009 Red Nose Day Digital

Campaign...

Oversaw broadcast, print & digital output of Red Nose Day 09

Now Global Digital Comms Director of World Cup 2010 legacy

NEW MILLENIALS

•  Your consumer, competitor, collaborators: •  Don’t care for more than a moment •  Have ‘It’s my idea or no idea’ syndrome •  Want instant gratification •  Want to take any credit

TODAY IN 2012 DON’T CREATE

•  A new brand, campaign, charity or cause •  New software or website

•  Either they are all out there already or there are too many already.

The 2012 model •  1 Identify a moment

•  2 Create a goal for that moment

•  3 Provide the platform to score the goal

•  4 Have the final result fixed and ready to announce

1 Identify a moment •  A moment for engagement is when there are going to be the

largest number of your consumers focused on one thing.

•  That could be your own launch or something completely different that is reaching your consumer.

•  (ie A TV show, supermarket promotion, local media event)

2 Create one goal for that moment

•  Raise money? •  More supporters? •  More consumers?

•  One thing and very simple

4 Have the result fixed.

•  The final day

•  The biggest simultaneous moment

•  The biggest platform (broadcast) for the result announcement

REALTIME IS THE NEW PRIMETIME

GIVE UP CONTROL..AND STILL WIN

Don’t try to moderate what people think of you..

PEOPLE DON’T REALLY CARE ABOUT YOUR PRODUCT(OR YOUR GREAT IDEAS)

THE GRAPH OF ENGAGEMENT FOR THE MOST SUCCESSFUL FUNDRAISING EVENT IN UK HISTORY…

They care for the same time it takes to pass a car crash… (A reverse long tail) don’t start too early

SO, TELL THEM A MILLION TIMES

They will only hear it once – but when they do – they will see it everywhere

if they are not interested they are deaf to it

They will love hearing about it as it is reinforcing the fact that they are right to be interested – then they will tell everyone they know…

ONLY DO WHAT YOU DO BEST

•  And nothing else (be open and out for the rest)

•  Open source, outsource….

THE REAL WORLD IS STILL THE BIG DRIVER.

•  PR

•  Old media: TV, Radio, newspapers, telephone

BECOME A COFFICE WORKER

The best working environment, enabling you to be in tune with your consumers….(with good coffee)

RUN A GREAT CAMPAIGN BEFORE ANYONE KNOWS IF YOUR PRODUCT IS ANY GOOD

Run a campaign based on the ‘anticipation’ of your release…that reverse longtail is important

IF THE PRODUCT IS NO GOOD CHANGE JOBS…OR SIDES

You have to have a great product: Obama, Friends Reunited, Facebook, Twitter etc – all great products…

Get yourself a great opponent

Bush, Cowell, Poverty, an opposite view

BE RELEVANT

Use facts that are relevant to peoples everyday lives…

Provide the ‘Nudge’ for participation

•  Your consumers need a ‘nudge’ to engage •  They are selfish – what’s in it for them!? •  Treat them like your fan club: •  Exclusives, content, events, biscuits!

MANUFACTURE SUCCESS

Create a viral loop (or at least read the book and give it a go) ‘Social design’ as Facebook call it

GET SOMEONE BETTER THAN YOU TO DO YOUR JOB

You need access to the inner circle to really achieve success

TWEET

Followers of new tech in comms are the best sheep to follow you..

ENABLE JOURNALISTS TO SHOW OFF

With FR we enabled journalists to show off to their old school friends…

Go Go Go – something live every day

• 77 X1DAY for 1GOAL

• 42 Red Nose Days….

• Momentum!

GO TO THE PUBLIC - THEY WON’T BE BOTHERED TO COME TO YOU

Engage fully with consumers where they first come across you – don’t expect them to ‘click-thru’

Work with people already doing what you want to do

Ask third parties to get their ‘fans’ to ‘JOIN THEM’ in supporting you (not click through…) Obama was brilliant at this

RIP SOMEONE OFF

GET SOMEONE TO RIP YOU OFF

•  LOVE CELEBS (EVERYONE ELSE DOES)

Putting Moyles on our FB page (instead of logo) doubled traffic…

SHARE

If content is good enough for you to use – let all your supporters use it also – videos & photos via creative commons license…

BE FLEXIBLE

Must be able to amend your approach or direction quickly if demand calls for it…

BE REAL

Have to have ‘real’ stories / examples (ideally in real time) for people to genuinely relate to…

THROW ENOUGH MUD…

You don’t know what ‘IS’ going to work – so you have to try everything – but you can do it professionally & cheaply…

Broadcast the result

•  It’s the result that counts. It matters that we win now – immediate gratification.

•  No ones interested in long-term –– get it out there quickly.

•  The result must have impact - broadcast it

USE CHILD LABOUR…

They don’t know any different (you do!). And they are good at PowerPoint…

Awarding Blue Dots…

Product Suppliers…