Vincent & Peter bring another of Boondoggle's quality cases: The last will of...
This is a campaign that got launched for the public sector in general. Traffic safety is most of the times funded by the government, and in this case it's no exceptions.
How to get young reckless drivers thinking as a first step to behavioral change?
Many youngsters feel that the government interferes too much in their lives To much information of the same kind in the same context might trigger the opposite effect
Insight !: We will have to use peer group pressure in an inventive way
Insight 2: We will have to give 'means'; to the peer group to have valid arguements
Insight 3: We have to avoid being too soft and dare to talk about the real consequences
Campaign: Het Testament van... ('The last will of...')
Website concept: if you have some friends who drive really reckless, use this site to let them know what you want to inherit from them if they die.
It's a conversation starter. The reckless driver got an e-mail from his friend, alerting him that that friend claimed some of his possessions. It's hard as a rock, very confronting, especially if the last will could be signed by many people (in group) This give the peer group extra strength.
Most discussions around reckless driving happen when it's too late. Now the reckless driver is confronted with this topic while he's sober, behind his PC.
Launch: PR event at VUB university. (made TV news headlines that same day) Radio attention and viral clip:
Additionally: Netlog brand page / discussion forum
50 K + empty Last Will have been handed out to people during weekend awareness controls. The Results:
* Massive PR in the written press * Hundreds of conversations / discussions * 15 K visitors on the brand page * 76 K views on YouTube * 21K visitors on the site * 1777 wills have been created
The discussion is sparked, that was the purpose of the campaign.
Bart De Waele, the man, the brand, the medium himself lights up the room to talk about something he started a little while ago: Talking Heads, Social Media Marketing.
Small introduction of: what is web 2.0 / It's about social, creating and decentralising content.
I thought it was invented by #pascalvyncke , but I can be wrong. Anyway.
Social Media engagement requires 3 steps: Listen / Facilitate / Join
1. Listen
* Tracking tools * LiveStream (it happens NOW, tomorrow might be too late) * Analysis * Feedback * Kwantitative +Qualitative
+> Where is your target audience? Where are your ambassadors? Where are your influencers?
2. Facilitate
* Let people create * Make sure they can share their creation * Don't try to control everything from a central location. (prepare to let go)
3. Join
* Make sure you have a stable home base you can refer to. Social networks come and go * Content is a seed you plant in Social Media. By Tracking it you see it grow.
Most influencers influence naturally. They don't do it on purpose. They live their lives and by doing so inspire or consult others. That just happens to be very impactful in some cases. The credibility is bigger because the stories stick and are authentic / genuine.
How will you indentify influencers? How will you measure their impact?
Online + Offline conversation tracking.
Insites recruited 800 Belgians who would record their conversations around brands for a certain period in time. They had to keep a sort of diary. The first two weeks about 6000 conversations were recorded. Scaled up to the Belgian population: 25 mio brand conversations a week. That equals 25 mio opportunities to impact the tone of the conversation.
The Status of Change, and what is measured: I changed Others changed Everybody changed Nobody changed
Rules of engagement: OBSERVE / FACILITATE / JOIN
KPIs in a Strategic Framework Bashing vs Serenade Barking vs Bonding
Example: mohave experiment:
Bashing: if the product fails, deal with it and be honest. If the bashers are just bashing your brand for no real reason, bring them together and face them with their wrongs.
Disputable elements / non-disputable elements for a conversations. In the Bonding segment of the market, arguments are needed that are objective. (good causes etc)
In the Barking segment, you deal with 2 fan bases that argue out of a gut feeling. Very rarely 2 parties will agree. (example; StuBru vs Q-music)
Case: Dell Hell => leads to IdeaStorm initiative
New approach to conversation marketing: Design your questions Scarsity of information (don't give it all at once) Facilitating the conversation
Jourik is going to discuss the Sensoa case, one of Boondoggle's pride ponies. Goal was to inform young people about sexuality and relations, and to become a reference, an information goldmine.
Insight 1: Young people and sex Previous campaigns (mostly visuals)
Teens talk about sex. With everyone. (Friends, parents,..) All the time.
62% finds it difficult to talk with parents.
Sensoa needed to take a position in this segment. 1. need interesting website 2. NOT need to be moralizing when making campaign statements
Insight 2:
Question/Answer mechanism to approach youngsters about sexuality and relations Youngster want to know about sex. They Google it all the time. We think.
* 84% feels better informed about sex * 47% finds it easier to ask questions * PR in written press: Media 30K euro // Production: 25K euro * Blogs / magazines / radio / tv ; discussions + conversations everywhere
4 minutes is the average time spend on the website 92% intends to re-visit the site
Sensoa claimed its spot within the world of youngsters They now have a place to find anwers Youngsters have access to more knowledge and are more confident to talk They now have a place to discover new things
Welcome at day 3 of this splendid seminar! Today it's all about CONVERSATIONS. Why are conversations so important? You need conversations to be able to measure change. Change is what you want to establish in the behavior or mindset of your target audience.
Most traditional communication KPIs were developed to measure "what people think". Conversations provide a metaphor to quualify what people do. Especially when people decide to become a medium and re-broadcast your message. You can speak of active consumers from the moment brands decide to become facilitators.
Important KPIs:
Search Volume (zeitgeist in search)
Social Intensity (what sparks conversations)
Net Promotor Score (which brands are worth promoting)
Social Intensity: why do some brands generate so much buzz and some don't?
Case: Whopper Sacrifice If you dump 10 people of your facebook friendlist, and you get a coupon for a free burger at Burger King. 82K people deleted 230K friends. Action blocked by Facebook after 9 days.
Some free buzztracker tools are listed. And obviously the Net Promotor Score gets another round of applause as well. (see earlier posts from this seminar to learn more about that)
Case: The Great Schlep Thegreatschlep.com
1.3 mio people watched the movie 30K received email from their friends exit polls: 78% Obama voters with the Jews. 100K + downloaded the .pdf
Kris Hoet, geek merketer talks about the new balance and introduces his own brandnew model. Basically it's where context is surrounded by content, interactive and interaction. with a lot of side effects. Find @crossthebreeze to get updated on this.
Content is king. Needs to be credible. - Hollister story: Hollister is the uber surf brand, with the surfiest surf clothes around, yet if you look on the map, the factory and it's creations couldn't be more far away from the ocean shores. But the marketing story sticks and makes sense. You just have to prevent consumers from binging the company name and trying to locate the factory on a map.
Distribution is queen. The way you deliver your content became more important. Distribution needs to be shareable, needs to be (TRANS)media and network-ready.
Curator of content: the specialist, the place to be to get THAT specific thing you look for, where you are certain of the quality.
Your product needs to be where the consumer is, it needs to spark conversation and needs to be transformable into something that can be fitted like a tetris cube so that it blends in perfectly with the consumer's life.
Context matters. The unexpected elements in the near surroundings of the channel outlets or media carriers can very often cause your intentional message to get lost.
The new balance: today's consumer has the possibilty to create content and start making noise, equally to what marketing campaigns can produce.
Introducing; speed course gaming for parents in the Dreamland stores. Parents could test all kinds of portable consoles and other gaming related devices. At the end of the day, participants received a certificate.
The way to reach out to the audience besides the already active store communication channels was PR. The uptake: articles in most newspapers and leading radio stations in Belgium.
Spend the budget on being interesting, not on media
90% production / 10% media Budget 100K euro Total media value, including PR results: 182K euro
First milestone: Parents started thinking about the concept of gaming Second milestone: Dreamland got a relevant position in the discussion about gaming Third milestone: Follow course on the Dreamland website.
As a bonus, Stef keeps on talking about other campaigns that "do" instead of "talk", like this one : Tap Water Project - non-profit campaign: ACT instead of PROMISE.
In 2007, the Tap Project was born in New York City based on a simple concept: restaurants would ask their patrons to donate $1 or more for the tap water they usually enjoy for free, and all funds raised would support UNICEF’s efforts to bring clean and accessible water to millions of children around the world. Growing from just 300 New York City restaurants in 2007 to thousands across the country in 2008, the Tap Project has quickly grown into a national movement. Restaurants, corporations, volunteers, advertising agencies, community groups, local governments and everyday diners participated to save millions of children’s lives.
Opening quote: the future is already here, it's just unevenly distributed (William Gibson)
Some mobile facts:
IPhone generates 50x more search queries 5 of 10 bestelling novels in Japans are written on a mobile. 31% of global music download is mobile About 3.5 mio in the US watched videos on their phone 1 million hours a day is spent on Google Maps / Earth every day. Google.be / 2.3 mio uniques a day
Everything will connect. If advertising is delivered at the right time on the right place to a consumer, apparently it is no longer advertising, it becomes information.
Good insight: social is the real-time web. social is a feature, not a destination
YouTube is a 1-2-1 broadcast channel. You pick your own content. 15 hours of video uploaded every minute 1 billion requests a day
Some big changes: Mobile internet will explode Maps will be a key interface Divide between desktop and the web will dissolve Everything will connect The web will be more personal and social
Vincent Jansen and Peter Verbiest present a success story: the buzz about Baby K, the long expected and anticipated birth of the Antwerp Zoo's little elephant.
Web 2,0 collaboration. A new baby elephant was on it's way. Buzz was needed to get more people to the Antwerp zoo. Unique for Belgium and Europe, a deeply and connecting story was growing. Just as the baby elephant did. A positive story in a world of turmoil.
Communicated in a rigidly authentic and genuine way by sharing an echo of the upcoming miracle of life. THANK GOD the option for 'baby elephant song' by Redgi was not put into concrete action.
Campaign start: December 15th, 2008 Possible birth: between February and June 2009 50% mortality rate Keep interest going until 1st birthday
Launch: 3 key thoughts: Building your own medium, Eventful and Activating.
Baby-olifant.be got launched, a widget site filled with blog posts, video streans, flickr pictures and tons of surrounding information. Birth-alert: let people drop their contact info (email or TXT message) so they can tune in as soon as the birth-phase kicks in. The birth would be streamed live, many clips are hosted on YouTube, they're collected on the site as well.
Next: pick a name. Engaging people to make it personal. Invite them to vote for or suggest names. For the little ones some basic games got created too.
Facebook fan group: 17K fans / Google maps widget (find Astridplein in Antwerp, zoom in on the zoo and you'll see)
Massive 600 sqm projections on buildings in key cities: the echo picture. Media partnerships: a centerfold poster in the newspaper to hang behind your window where you could write your suggested name. Spotters from the zoo drove around in the city, dropped an envelop in the mailbox with 2 entrance tickets to the zoo if they spotted your poster.
So, after the launch, they needed to keep things going. The care takers in the zoo delivered tremendous content, were very passionate to write new articles, make new videos,... to document the entire event.
The birth-blogpost pulled in 12K reaction in one night. (eat that pietel.be)
The digital footprint grew bigger and bigger. The progesteron widget could be placed on blogs and websites. Everyday the values were measured and entered. If the value approached 0, birth was a matter of hours.
6000 people followed the event live on videostream and stayed up all night to witness the event.
To protect the baby elephant, visiting time was limited. On the website you can see every day what time you can visit.
Side-events: birth cards sent out to 4.000.000 families to announce the good news. A baby drink on a public square in Antwerp to celebrate.
Results:
budget: 150K euro / value 3.000.000 Euro (created media attention/buzz) launch: 500 blog comments / total after birth: 23K news coverage on CNN and other foreign channels 30K visitors in the zoo after the day of birth 8.243 name 41K registered for updates 1.2 mio people visited the site 5K people signed the birth register
Tate case: Tate Gallery in London needed to reach out to youngsters, but didn't want to use traditional means, so they signed off for a new approach: they invited contemporary artists like for instance The Chemical Brothers to pick out an art piece and they create a music trip for it. The content was exclusively available in the gallery, so youngsters had to come down to experience it they wanted to own or experience it.
Nike run case: upload your own track: thousands of tracks shared.
Uniqlock case: to offer a nice and esthetic tool bloggers could put on their blog. The widget would feature small ads about the clothe brand's latest release with some exclusive content. For those who didn't have a blog, you could download it as a screensaver too.
The idea and its distribution don't need to be separated The question rather becomes: do you want to own or hire your medium? If the idea is interesting, people become the medium Bottom line: Less Broadcasting, More Facilitating
