1. WHO
OWNS
THE
MEDIA
NOW
THAT
EVEN
YOUR
MUM
AND
DAD
ARE
ON
FACEBOOK?
JEZ
JOWETT,
SOCIAL
MEDIA
DIRECTOR
#JEZMOND

2. MEDIA:
OWNED,
EARNED,
PAID
OWNED
MEDIA
PAID
MEDIA.
EARNED
MEDIA
(the
really
‘social’
media)
2

3. You
choose,
based
on
these
3
stories
OWNED
MEDIA
JEZMOND
NESTLE
STORY
STORY
PAID
JON
MEDIA.
STORY
EARNED
MEDIA
(the
really
‘social’
media)
3

4. BUT
BEFORE
THE
JEZMOND
STORY,
A
QUICK
COMPILATION
OF
CONSUMER
FAILS
SOME
AMUSING
DO’S
AND
DON’T’S
VIDEO : REMOVED
4

5. A
MORNING
IN
THE
LIFE
OF
ME
AND
MY
‘OWNED’
MEDIA.
JEZMOND.
MEDIA
HOW
I
USE
SOCIAL
5

6. 7.15am
Woke
up
to
this
6

7. 7.50am
1st
day
@
school
240
137
456

8. 7.57am
Twitter Sky News
Packed
our
bags
&
pockets
Remote mouse
Mac keyboard Cables+ iPhone
iPod FLIP
x3 phone
Wii
Custom mac
Mac mini
HD RFID
Wii Board
macbook macbook
macbook
Mac bag
8

9. 7.58am
Got
on
1
of
these
(with
WIFI)
9

10. 8.00am
First
feeds
of
the
day
(private)
34,000
12
Re-­‐tweets
6
new
followers
15,400
4
replies
2270
140
friend
updates
11,771

11. 8.30am
First
feeds
of
the
day
(planning)
6
great
links
14,540
Re-­‐tweeted
5
4
to
follow
8,740
Scanned
100
tweets

12. 8.40am
Arrive
at
Cake.
Happy
people.
12

13. 8.50am
At
desk
-­‐
lots
of
feeds
(big
screen)
60
2450
456
125
15

14. 9.00am
Facebook
1800
6
comments
240
240
friends
4
likes
1340
1
party
invite
1!
14

15. 9.01am
YouTube
80
456
125
15

16. VIDEO : REMOVED
16

17. 9.02am
Brand
Republic
alerts
2450
456
17

18. 9.16am
Tradi^onal
start
of
the
day.
18

19. What’s
the
point?
Scanned
Sent
Reach
Network
8.00
am
7.50am
Image
–
Flickr,
Facebook,
Twicer
8.00am
Friends
feeds–
Tweetdeck
(300)
5,
50,000
BY
THE
TIME
I’VE
GOT
TO
TRADITIONAL
MEDIA
I’VE
8.10am
Interest
feeds-­‐
social
media,
pr2.0,
digital,
^ger
woods.
GENERATED
ALMOST
MORE
CIRCULATION
BY
MY
OWN
8.30am
Special
feeds
&
alerts-­‐
Twicer
&
Google
Craze,
MPG,
HD,
clients
‘SOCIAL’
MEDIA
8.50am
RSS
feeds
(crea^vity,
industry,
F1,
other)
817,334
OTS
8.55am
E-­‐mail,
forwarded
it
and
tweeted
it.
9.00am
Image
comments-­‐
Facebook,
flickr,
replies
and
par^es
9.01am
Ichat
&
viral
video-­‐
youtube
and
tweeted
it.
9.02am
Brand
Republic
alert.
Blog.
Commented.
Re-­‐blog’d.
AND
WHAT
HAVE
I
SENT,
THAT
PEOPLE
HAVE
ENGAGED
9.05am
Twicer
search
–
key
themes
and
topics
IN
?
SOMETHING
PERSONAL,
AMUSING,
INTERESTING
?
9.08am
Influencer
Analysis
-­‐
TweetMeme
I
wish!
But
the
poten/al!
9.12am
Campaign
Analysis-­‐
Seisms
9.16am
tradi^onal
media.

20. Jezmond
Story.
Owned
media.
Facebook
John.
Earned
Media
Nestle
Story.
Paid
Media.
The
Flightdeck
20

22. VIDEO : REMOVED
22

23. Curiosity
in
Social
Media

24. Can
these
skills
create
a
bigger
number
1
in
the
music
charts
?
X-Factor Christmas No.1
2005 - Shayne Ward
2006 - Leona Lewis
2007 - Leon Jackson
2008 - ?

25. ‘Rickroll
Xmas’
campaign
To get 80’s pop legend Rick Astley to the Christmas No.1
If enough people buy, it would ‘create’ a No.1 single…
Make a logo, encourage members to use it in their social
network profile pictures - 68,000 people joined up...

26. December
2008
X-Factor winner Alexander Burke hits
the Christmas No.1 selling half a
million more singles than the No.2
record. The 4th Christmas No.1 in a
row for the show...
Rick Astley scrapes into No.73.
Numerous downloads were
annulled due to “bulk buying”

27. November
2009
November
2009
Oh
no...
not
again!

28. Morter
vs
Cowell:
Round
2

29. Learn
from
mistakes…
and
pay
acen^on
to
detail
Getting a song into the charts wasn’t as simple as I’d originally thought…

30. Time
for
ac^on!
November
22nd
2009

31. Clear
communica^on
- Ensure the group buys the track from the specific pre-
selected outlets within the correct dates
- Make CLEAR instructions, be prepared for questions, and
ANSWER them
- Create a ‘tweet’ to be Earned. This gained 26 million
impressions and tweeted 38,000 times
- Use the ‘share’ facility
- Use ALL the avenues available to remind them of their job.
Eg. The group’s logo

32. With
4
hours
of
the
chart
week
to
go...
5 hours to go…..
“Hello Jon...
It’s Simon
Cowell...”

33. 3
hours
to
go...
With 3 hours remaining
Jon posted up the links
for the ‘Live’ version of
the track, knowing
most of his group
members wouldn’t
have it...
...yet

34. Final
score
(track
sales)
X-Factor........450,838
RAGE............502,672
Armed
with
a
Facebook
group
of
1.6
million
followers,
Over
3
weeks...
….
beaten
the
media
Goliath
to
the
Christmas
No.
1!

35. Free
gig
in
London

36. Jezmond
Story.
Owned
media.
Facebook
John.
Earned
Media
Nestle
Story.
Paid
Media.
The
Flightdeck
36

38. London

39. New York

40. Shanghai

41. Frankfurt

42. VIDEO : REMOVED

48. How
to
avoid
doing
a
Nestle
#FAIL
Read the blogs and # about your brand
That’s where these issues start first
Social communities are vocal and powerful
Don’t make them mad – its hard to get them back!
Give consumers a voice to be heard
Channeling that feedback can benefit the business
Learn from your mistakes
And if necessary, be personal in your response

49. SO……
What
do
I
think
?
What
do
others
think
?
What
do
you
think?
49

50. OWNED
MEDIA
“Consumers
are
beginning
in
a
very
real
sense
to
own
our
brands
and
par^cipate
in
their
crea^on.
We
need
to
learn
to
let
go”
Chairman,
Procter
“Technology
is
shining
power
&
Gamble
away
from
the
editors,
publishers,
the
establishment,
Earned
MEDIA
PAID
the
media
elite.
Now
it’s
people
(the
really
‘social’
media)
who
are
in
control”
MEDIA.
Rupert
Murdoch
“Social
media
is
the
on-­‐going
conversa^on
of
the
planet.
As
^me
goes
on,
it
is
my
home
on
the
internet.
It
is
my
home
page,
the
place
where
I
spend
the
most
^me.
It
is
where
I
do
business.
It
is
where
I
hang
out
with
my
friends.
It’s
where
I
find
out
about
new
movies,
television
and
50
products.”

51. Q:
WHO
OWNS
THE
MEDIA
NOW
THAT
EVEN
YOUR
MUM
AND
DAD
ARE
ON
FACEBOOK?
A:
ISN’T
IT
ALL
OF
US
?
….
AS
LONG
AS
WE
HAVE
SOMETHING
…..
…..INTERESTING
TO
SAY
OR
SHARE?
Let’s
look
at
some
evidence
on
‘ THE
FLIGHTDECK”
LIVE
DEMO
51

52. THANK
YOU
#JEZMOND
