7. RESULTS
• 120,000 viewings in four weeks
• 2.2 million page views
• 20m twitter reach and positive mentions by Simon Pegg,
Jonathan Ross and Stephen Spielberg
• 4,000 submissions of prose and artwork, and 150 pieces of
branded media acclaim.
http://www.brandongenerator.com
http://econsultancy.com/uk/nma-archive/58601-behind-the-scenes-
microsoft-brandon-generator
7
8. Lessons learnt
• Remarkable content creates relevance
• Consumers respond to brands that engage in co-creation
• Target influencers to create a snowball effect
8
13. Calming a TwitStorm – O2 #SocialMediaWin
http://www.wired.co.uk/news/archive/2012-07/17/o2-outage-social-media-
masterclass
13
14. Calming a TwitStorm – O2 #SocialMediaWin
Being direct
• Customer (@gay_platform): "@O2 We're still
waiting for that apology.. or maybe they texted me
and I can't see the message because my phone
DIDN'T WORK"
• O2 response: "@gay_platform Firstly, here are
our deepest apologies. Network should be back
up and running for you. How's your service?"
14
15. Calming a TwitStorm – O2 #SocialMediaWin
Personalisation
Customer (@24vend_Ltd): "@O2 had to travel
to Italy to get signal -- desperate times!!!"
O2 response: "You can come back now. We're
back in business :)"
15
16. Calming a TwitStorm – O2 #SocialMediaWin
Firefighting
Customer (@MrJeb): "Oi! O2! Because of you I
missed a call from my dear old mum. For that I
think I owe you a pint. Ta! :)"
O2 response: "Um... you're welcome, we think.
But if your mum asks, we'll totally deny this tweet"
16
17. Calming a TwitStorm – O2 #SocialMediaWin
Rising above it
Customer (@grahamcummings7): "@O2 F**K
You! Suck d**k in hell"
O2 response: " Maybe later, got tweets to send"
17
18. Calming a TwitStorm – O2 #SocialMediaWin
Being gracious
Customer (@Beckyyyy123): "Whoever is
tweeting for @O2 deserves some sort of
giant cake"
O2 response: "If it's a giant, Jaffa Cake,
I'm in"
Customer (@Beckyyyy123): "@O2 your
wish is my command"
O2 response: "Awesomes! Sorry about
the kamikaze comma in the last tweet.
Finger s are numb."
18
20. Lessons Learnt
• Crisis planning begins with proactively building a reputation
• Just because you’re ignoring social media doesn’t mean
social media is ignoring you
• In a crisis? Be human in your response
http://waggeneredstrom.com/blog/2012/12/11/in-a-social-media-crisis-
forget-the-rule-book-focus-on-the-people/
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29. Top tips for a career in marketing
Read 1 international newspaper/site every
day
Have a point of view on the future of
something
Travel and try and live at least a year of
your life away from your home country
before attempting to move for a job
29
Before there was social media, you’d eat a doughnut, you’d say ‘Hmm, I love this’ – if there was a person within your earshot they’d hear it and that’s that.
Today, we find ourselves sharing our experiences with the world through a myriad of platforms. Some were created as a result of demand, others created the demand.Twitter is about real time engagement. Facebook is about what you like and dislike, Foursquare is a location based network, instagram is a visual based social network, you-tube is a video based, pinterest is collection based, lastfm – crowd-sourced
We all have an inherent ambition to do something that changes the whole world. We started with the factory idea, we believed we could change the whole world if we had a factory that could churn out change. We then moved on to the TV idea, that believed if we had a big enough mouth piece if we could buy enough ads we could win. We’re now in this new era of change where we don’t need money or power but can change the system by leading. Heny Ford started with the factory idea. He found men who were paid 50 cents a day and paid them 5 dollars a day and because he had an efficient enough factory he could build a lot of cars, he could build roads, he could effect a lot of change, he could change the fabric of an entire country. The essence of what he was doing was based on ever cheaper labour and ever faster machines. The problem we’re running into is that we’re running out of both. So we shift gears and focus on TV. If I have a product and money and can tell enough people I can succeed. In this model, you are the king and you are throwing out stuff to the people. Average ideas being mass-marketed and spammed. Tribes are about leading and connecting like-minded people. Tribes are everywhere. Everyone thought the internet would homogenise everyone but instead it’s allowed people to congregate into communities of like-minded groups. People on the fringes can find each other and go and connect. Tribes connect because they want to, nobody’s forced them, they’ve connected because they want to. What we do now for a living is find a tribe that belongs together and then go and assemble other tribes in a bid to change the world. And spread the idea till it becomes a movement. You don’t need everyone, you just need 1000 people who care enough to carry your message. It’s about finding true believers.
Powered by social media. The new era signifies transparency, authenticity (cowed sourcing the truth) and agility (it happens fast)