Facebook Marketing Conference 2012: Dom Dwight, Case Study: Yorkshire Tea’s Little Urn - From TV to Facebook
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1) Facebook initially got involved in social media by listening and gathering information without actively promoting the brand. 2) This approach helped them learn about their consumers and critics in different social media spaces like blogs, social networks, and press. 3) Over time, Facebook integrated social media engagement across various online and offline channels like events, social media, public relations and advertising to create a unified brand experience.
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Facebook Marketing Conference 2012: Dom Dwight, Case Study: Yorkshire Tea’s Little Urn - From TV to Facebook
- 1. Facebook, the Yorkshire Tea way
- 2. First, how we ‘fell into’ social… Getting the inside out… …listening and gathering intel
- 3. …and where it took us! Little Urn went to the USA to bring Brits abroad a proper brew…
- 4. Then, what we learned along the way… Don’t force it… Video is tricky! 2 1 3 Stay on their level!
- 5. …how it changed our whole approach… consumer social non media consumer brand bloggers press NGOs
- 6. …and encouraged us to integrate. Events Social PR
- 7. Our story continues… From talking hard water in London... …to our ‘Och Aye The Brew’ tour
- 8. And, along the way, THIS happened…
- 10. Mug shots…
- 11. In the moment & on their level…
- 12. Fooling around… but with more purpose
- 13. And finally…
- 14. In summary then… Never stop listening Stay agile Use your imagination Keep it real
Editor's Notes
- Our blog got us into the mindset of communicating more informally, looking for ‘our stories’Twitter allowed us an insight into what consumers said about usThe two things combined helped us get a much better handle on how we could connect with consumers
- The learnings from Twitter and the blog were critical in forming our recent TV campaignWe knew more about how people felt about tea (and about us).We had learned more about how important ‘proper’ tea was to people when away from home – eg abroadWe were getting used to telling stories, producing content
- We produced a lot of video – too much in hindsight, and much of it too long.It was beautiful and fun, but fewer, shorter, better targeted clips would have been more effective.We should have thought more about how to get eyeballs!People like to feel you’re on their level.Vote rigging is rife, and the compers are very vocal. Beware!Good support like Wildfire saves money if you’re prepared to do some of the work in-house. Benefit is greater flex
- It’s no longer a monologue, with brands broadcasting.The style of the message changes to suit the context – like a personWe feed the conversation and influence, not control – like a personIt’s messier but filled with new potential
- Social – through owned media we share content and interact to create word of ‘mouse’, generate interest and drive participation in EventsEvents – through brand experience we make real world things happen that we can amplify online (generate content, spread ‘real’ word of mouth)PR – lucky breaks from the other two give us more shots at getting PR, PR generates interest in our owned media and events
- This year we continued to use our tea van Little Urn, combining real events, social media, PR and sampling
- We didn’t make this happen – but being present on social, listening well, and responding quickly and creatively, made this into a really big deal
- Jokey stuff is good, provided it’s not too gimmicky, is connected to something real, or feels like it’s from the heart
- Involving our fans in co-creation went down very well