go crowd - social communications

GO CROWD “SOCIAL COMMUNICATIONS”CREDENTIALS PRESENTATION

WHAT WE’RE GOING TO TALK ABOUT...• A brief intro to Go Crowd

• Why content? Why community?

• What our work looks like

• A forward thinking agency; 12 staff and an international network of contributors - from journalists to web developers, trend spotters to social media specialists

• Based in the Biscuit Building, London E1

• MRS company partner - nominated for 2009 Best New Agency Award!

• Crowd DNA, our sister company, has a wealth of award winning experience of researching the dynamics of content, community and social media for clients like The Guardian, Metro and Arcadia

• AOP 2010 Award Winners

• Elected Word Of Mouth UK councillors

A BRIEF INTRO TO GO CROWD...

BRANDS WE’VE WORKED FOR...

WE WORK FOR AGENCIES, TOO...

WHAT DO WE DO?

FOR US IT STARTS WITH THE AUDIENCE...

WE HELP CLIENTS GAIN COMMERCIAL ADVANTAGE

THROUGH UNDERSTANDING PEOPLE AND THEIR

EVER-CHANGING RELATIONSHIPS THEY HAVE WITH

MEDIA, CONTENT, LIFE EXPERIENCES, EACH OTHER AND

AND BRANDS...

TALKING ABOUT TODAY)

WHAT EXACTLY DO WE DO?

1. IT’S ABOUT UNDERSTANDING THE AUDIENCE (THAT’S

CROWD DNA)

2. IT’S ABOUT MOBILISING THE AUDIENCE (THAT’S OUR

GO CROWD OFFERING AND WHAT WE’RE

WHAT DO WE DO?

CONTENT/COMMUNITY STRATEGY: SETTING THE AGENDA

AT BOTH A CAMPAIGN AND A MORE OVER-ARCHING

LEVEL; ESTABLISHING HOW TO COMMUNICATE ACROSS

SOCIAL MEDIA; DEVELOPING CONTENT STRATEGIES.

(OUR CROWD DNA RESEARCH OFFERING PLAYS A ROLE

IN THIS)

STRATEGY

WHAT DO WE DO?

MANAGING SOCIAL MEDIA ACTIVITY AND ONLINE PR;

DOING THE DAY-TO-DAY WORK; SETTING UP AND

RUNNING FACEBOOK, TWITTER, FLICKR, YOUTUBE ETC

SERVICES; CONNECTING WITH BLOGGERS AND OTHER

INFLUENCERS, SPANNING BOTH SOCIAL AND

‘CONVENTIONAL’ MEDIA

STRATEGY MANAGING

WHAT DO WE DO?

CREATING CONTENT: ALL OF THE ASSETS WHICH DRIVE

WORD OF MOUTH; CREATIVE THINKING AND DEVELOPING

BLOGS, WEBSITES, APPS, EMAIL NEWSLETTERS,

PODCASTS, FILMS, GAMES, PRINT MEDIA, UGC

PLATFORMS ETC

STRATEGY MANAGING CREATION

WHAT DO WE DO?

TRACKING AND EVALUATION: SETTING BENCHMARKS

AND ASSESSING RETURN ON INVESTMENT;

MEASURING THE SUCCESS OF ACTIVITY, PLUS TRACKING

ONLINE SENTIMENT AROUND BRANDS AND CHANGING

BEHAVIOUR

STRATEGY MANAGING CREATION TRACKING

WHAT DO WE DO?

WHY CONTENT? WHY COMMUNITY?

• We’ve gone from a deferral society to a referral society

• In place of turning to experts, people are sharing recommendations within their own communities and networks...

• Brands need to connect with these networks and communities

• The audience is now the medium

• They now tell, shape and distribute the stories

WHY CONTENT? WHY COMMUNITY?

• How to connect? Create content or allow others to create content around your brand and everything it stands for

• Brands have a role to play if...

1. They can provide utility - usefulness to people, networks and communities

2. They can offer entertainment - cultural capital for people to share

WHY CONTENT? WHY COMMUNITY?

• Content + community = word of mouth

• Word of mouth = Survival / Reward / Progression / Development

• Digital world now makes word of mouth visible, tangible, measurable, something brands must embrace

WHY CONTENT? WHY COMMUNITY?

WHAT OUR WORK LOOKS LIKE...

• RIVER ISLAND - STYLE INSIDER• IKEA - DON’T BE A SNOB• FALLEN VODKA/CLARKS ORIGINALS - PRINT MEDIA• DOROTHY PERKINS - SOCIAL MEDIA MANAGEMENT• HONDA - ZOOMERZINE• SONY PLAYSTATION - THREE SPEECH• MAGIC - GOOD MOOD• SONY PLAYSTATION - FEED YOUR PSP

• TOPMAN - TOPMANZINE• CHANNEL 4 - UK TRIBES/FIND YOUR TRIBE • IKEA - BE BRAVE, NOT BEIGE • ORANGE – EMAILS/WIFI HOTSPOTS• BMW - INTO THE STORM• 20TH CENTURY FOX - ENGAGING WITH ADVOCATES• PUMA - ADOPT A GERMAN• KODAK - FLICKR INITIATIVE• VICTORINOX - CRACK THE CODE

RIVER ISLAND - STYLE INSIDER

RIVER ISLAND - STYLE INSIDER

• A space for River Island to create an online community of brand enthusiasts

• Strategy derived from Crowd DNA research recommendations

• Opportunities to share recommendations and upload images

RIVER ISLAND - STYLE INSIDER

• Blogs to read from members of the River Island team

RIVER ISLAND - STYLE INSIDER

• Devices enabling you to design your own T-shirt, bag and canvas shoes

RIVER ISLAND - STYLE INSIDER

RIVER ISLAND - STYLE INSIDER

• Over 200,000 unique users a month and impressive engagement stats (page views, time on site)

• A branding exercise which also drives visitors direct to retail pages -around 55,000 conversions

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IKEA - DON’T BE A SNOB!

• Ikea needed to address issues on how their brand is perceived in Finland, a country with a proud tradition of product design

• Don’t Be A Snob - a lighthearted way to investigate how snobby the citizens of Helsinki are and to prescribe cures in the form of Ikea products

• Online supported by radio actvity and blogging relations

IKEA - DON’T BE A SNOB!

• Online quiz, leading to map keeping a live count of most/least snobby districts of Helsinki

IKEA - DON’T BE A SNOB!

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FALLEN VODKA / CLARKS ORIGINALS - PRINT MEDIA

FALLEN VODKA / CLARKS ORIGINALS - PRINT MEDIA

• Two brands, two challenges met through print media

• Fallen Vodka (Virgin and Glenmorangie JV) – establish the brand through category-disrupting techniques; championing imperfection, rather than the purity-fixation of most vodka brands

• Clarks Originals – offer a clear voice to the Originals range, distinguishing it from the rest of the brand. Develop a consistent message across all key territories

FALLEN VODKA / CLARKS ORIGINALS - PRINT MEDIA

• Fallen Vodka – print media called Imperfection, a celebration of ‘the flawed’ with design/editorial/print stock designed to challenge the reader

FALLEN VODKA / CLARKS ORIGINALS - PRINT MEDIA

FALLEN VODKA / CLARKS ORIGINALS - PRINT MEDIA

• Fallen Vodka – also designed the bottles, and commissioned fiction writers to create a series of short stories running across the different bottles

FALLEN VODKA / CLARKS ORIGINALS - PRINT MEDIA

• Clarks Originals – a magazine called Walkie Talkie, a celebration of what it means to be original with content running in English, Japanese, German and French

FALLEN VODKA / CLARKS ORIGINALS - PRINT MEDIA

• Clarks Originals – also put in place an international distribution network (galleries, boutiques, record stores, bars) for the print run of 250,000 <

DOROTHY PERKINS SOCIAL MEDIA MANAGEMENT

DOROTHY PERKINS SOCIAL MEDIA MANAGEMENT

• Crowd DNA manages all of the brand’s social media activity

• Importantly, ensure Dorothy Perkins’ approach to social media fits with brand ideals and audience expectations

• Report back monthly metrics to allow for accurate measure of return on investment

DOROTHY PERKINS SOCIAL MEDIA MANAGEMENT

• Managing Facebook fanpage and audience interaction; plus creating Facebook apps (competitions, games, upload/voting functionality)

DOROTHY PERKINS SOCIAL MEDIA MANAGEMENT

• Managing Twitter activity

DOROTHY PERKINS SOCIAL MEDIA MANAGEMENT

• Creating content such as blogs and films

DOROTHY PERKINS SOCIAL MEDIA MANAGEMENT

• Blogger outreach programme to forge digital links - in communication with approx 300 worldwide bloggers for the brand

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HONDA - ZOOMERZINE

• When Honda first started shipping the Zoomer to the UK we were briefed to get people talking, to demonstrate how the bike can be adapted for different lifestyles

• We wanted to form communities around the Zoomer; also to highlight its cultish Japanese qualities

HONDA - ZOOMERZINE

• Created a five issue online fanzine. Bikes made available to a diverse range of talents – from surfers to artists to car modders to TV celebrities and motorcycle display teams.

• In return for their Zoomer, requested to customise it and share their story on Zoomerzine

HONDA - ZOOMERZINE

HONDA - ZOOMERZINE

• The initial shipment of bikes were all sold via Zoomerzine and a healthy waiting list was developed

• PR coverage at all points from trend blogs to Top Gear

HONDA - ZOOMERZINE

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SONY PLAYSTATION - THREE SPEECH

• Sony PlayStation needed a space to engage in a more informal conversation with opinion forming gamers

• The Three Speech blog provided that outlet; a place to break news in a more conversational way; to share ideas and build community

SONY PLAYSTATION - THREE SPEECH

• Over 250,000 unique users a month

• A blogger outreach programme to support it

SONY PLAYSTATION - THREE SPEECH

• We take Three Speech offline as well, staging evenings where bloggers get to meet and quiz members of the PlayStation development team

SONY PLAYSTATION - THREE SPEECH

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MAGIC - GOOD MOOD

• Magic wanted a way to engage with its audience on a theme with shared value: the good mood

• We devised a user generated content campaign allowing listeners to share pictures of things that lift their mood

• A simple, UGC collaboration attuned to needs of a mainstream audience

MAGIC - GOOD MOOD

• Over 100,000 entries in the first month

MAGIC - GOOD MOOD

• Further pay-off for audience in the best of the pics being shared with London in the Magic TV advertising campaign

MAGIC - GOOD MOOD

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SONY PSP - FEED YOUR PSP

SONY PSP - FEED YOUR PSP

• The aim: to create social currency around the Sony PSP through film content to run on the handheld device, plus across key blogs and websites

• Produced a series of fast-paced films on all topics from football, music and fashion, to technology, new trends and alternative lifestyles

• Films featured Daisy Lowe, The Editors, Ashley Young, Kano, Hard-Fi, Anton Ferdinand, Tim Lovejoy

• More than 250,000 people checked out the Feed Your PSP content

SONY PSP - FEED YOUR PSP

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TOPMAN - TOPMANZINE

• Topman have a great retail website but they also wanted a space to share ideas with a young male audience about fashion, style, music and all the other stuff that matters

• We created Topmanzine, a fanzine-styled website, supporting it with carefully defined social media activity

TOPMAN - TOPMANZINE

• Emphasis on capturing street style from across the UK; on encouraging content from budding journalists, bloggers, photographers, stylists and designers

• Thus Topman providing utility and entertainment

TOPMAN - TOPMANZINE

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CHANNEL 4 - UK TRIBES / FIND YOUR TRIBE

• Our research wing creates Channel 4’s award winning youth research programme

• Our content/community wing brings it all to life through content

• A hub for colourful insights on youth culture

CHANNEL 4 - UK TRIBES / FIND YOUR TRIBE

• Find Your Tribe - an online quiz completed by more than 300,000 young people

CHANNEL 4 - UK TRIBES / FIND YOUR TRIBE

• Find Your Tribe keeps a live count of youth tribes across the UK; great for local PR

CHANNEL 4 - UK TRIBES / FIND YOUR TRIBE

• Created a series of short films on each tribe; shared via social media

CHANNEL 4 - UK TRIBES / FIND YOUR TRIBE

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IKEA - BE BRAVE NOT BEIGE

IKEA - BE BRAVE NOT BEIGE

• Ikea wanted to encourage people to introduce more colour into their homes

• Be Brave, Not Beige – online/in print/experiential campaign in UK, USA, France and Germany

• We created the Be Brave, Not Beige website

IKEA - BE BRAVE NOT BEIGE

• Created short videos – depicting colorful and not so colourful rooms and lifestyles

• Each film culminated in links to Ikea products

IKEA - BE BRAVE NOT BEIGE

IKEA - BE BRAVE NOT BEIGE

• Included a customise-your-room feature with ability to send your customised room to a friend/partner

• Supported the idea with online PR and blogging relations

IKEA - BE BRAVE NOT BEIGE

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ORANGE - EMAILS / WI-FI HOTSPOTS

• Created a series of lifestyle newsletters for Orange customers (opened by approx 800,000 per month), covering sport, lifestyle, technology, gaming, music, cinema

• Commissioned lifestyle journalists to create content around commercially advantageous themes

ORANGE - EMAILS / WI-FI HOTSPOTS

• Crowd DNA briefed to locate the best 100 wi-fi hotspots in the UK for Orange business customers

• Reviewed and created content on each location

ORANGE - EMAILS / WI-FI HOTSPOTS

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BMW - INTO THE STORM

• Europe-wide campaign to promote launch of the new BMW Three Series Touring

• An online magazine with exclusive content from highly respected names in fashion, music, art and design

• Further credibility through running the initiative with Storm Models

BMW - INTO THE STORM

• From artists to authors to illustrators...

BMW - INTO THE STORM

• Loaned BMWs to icons such as Gareth Pugh to get creative with

BMW - INTO THE STORM

• Creative ways to play with the brand

BMW - INTO THE STORM

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20TH CENTURY FOX - ENGAGING WITH ADVOCATES

• Diverse techniques used across different films

• Work rolled out internationally

• Locating communities, creating communities

20TH CENTURY FOX - ENGAGING WITH ADVOCATES

• Walk The Line – created an online campaign called As Told By Others

• Creatives (poets, artists, musicians. photographers) from seven territories invited to express why Johnny Cash is an idol to them

• Next to website, shared content shared via blogs, social media and online PR

20TH CENTURY FOX - ENGAGING WITH ADVOCATES

• The Fountain movie – UGC campaign (running in eight different languages) called The Fountain Remixed

• Users invited to create/share/comment on their own versions of the film trailer and soundtrack

• More than 20,000 content uploads in first month; initiative shared and linked to by approx 700 websites and blogs

20TH CENTURY FOX - ENGAGING WITH ADVOCATES

• Night At The Museum – communicating with relevant enthusiasts

• Pinpointed the right mix of bloggers, entertainment websites and forums

• Made exclusive content available in advance of the film’s launch

20TH CENTURY FOX - ENGAGING WITH ADVOCATES

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PUMA - ADOPT A GERMAN

• 2006 World Cup social media campaign (in partnership with Frank PR)

• Established a network of German bloggers to provide an entertaining, personal account of the World Cup in their city - the football and the stories around football

PUMA - ADOPT A GERMAN

• Next step: encourage online football enthusiasts to ‘adopt’ the German bloggers they most wanted to follow through the World Cup

• Develop relations with football and general lifestyle websites, blogs and forums globally

• Adopt A German viewed by over 750,000; featured in more than 1,000 media/social media spaces

PUMA - ADOPT A GERMAN

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KODAK - FLICKR INITIATIVE

KODAK - FLICKR INITIATIVE

• Multi-territory seeding and WOM campaign to drive awareness of new Kodak microsite

• Identifying spaces and communities with different types of photographic interests and motivations

• Developing targeted messages for the different groups

KODAK - FLICKR INITIATIVE

• Engaged different influential Flickr users to ensure pass on

• Seeding in group discussion spaces

• Important to be transparent

VICTORINOX - CRACK THE CODE

VICTORINOX - CRACK THE CODE

• Online and event activity to support the launch of Victorinox’s bio-metrically encrypted Swiss Army Knife

• Engaged with online community of hackers and penetration experts via online communities and tech blogs

• Invited teams to participate in Crack The Code event to try and break into the Swiss Army Knife (£100,000 prize if successful!)

VICTORINOX - CRACK THE CODE

• Developed high levels of brand advocacy in ‘cool geek’ circles, plus across relevant on and offline media <

THANKS FOR LISTENING!

Go Crowd, Unit 6.03, The Tea Building, 56 Shoreditch High Street, London E1 6JJhello@CrowdDNA.com | www.CrowdDNA.com | +44 (0)207 739 2885