Our talk at Social Media Summit, 28 April 2009. Case study - Mobile Jam Fest How To Use Social Media To Promote Creativity, Make Positive Social Changes, And Connect People

1. Evelyn So, President Craig Goodwill, Founder
Noesium Consulting Inc. Mobile Jam Fest
Culture Creatives and Co.

2.  Mobile Jam Fest
• The Concept
• The Engagement Model
• The Results
 Pulling It All Together
• 3 Key Elements
 Success Factors
Q and A

3. What came to your mind
when people talk about
Social Media or Social Networks?
?
?
? ?

4. An Ecosystem of
Social Connections
that crosses online & offline platforms

5. This is the Story of

6. Mobile Arts Festival is an international youth creativity
competition for ages 14-29. MJF brings together youth to
collaborate in the areas of creativity, education and social
awareness.

7. MJF Platform for
Non-Profit Organizations
Used as a platform for NGO and Non-Profit organizations
to increase the capacity of their youth media programs
and initiatives.
The “Creative Class” platform allows youth from
classrooms and programs around the globe to connect
and collaborate for an international “digital” cultural
exchange.

8. Millions of Youth.
Safe.
Digital Cultural Exchange.
Global Classroom
• Media training
• Competitions
• Educational Tools
• Youth Festivals
• 67 Countries
• Millions Youth
• Media/Classroom
delivery
• Network all
Youth together

9. MJF Platform for
Brands
Provides brands the opportunity to execute their own
user-generated, social networking initiatives and
contests.
The power of MJF is now in the hands of the brand,
and ultimately their customer.
The platform also comes with its own built in
audience, connecting directly to MJF and all other
network organizations.

12. The concept of
mobile is not just a
platform or a device
but a way of life.
Mobility offers
creators and users
access; however,
wherever and
whenever they want
it.”
Craig Goodwill,
Creator of Mobile Jam Fest

13. From the party to the
protest, from the
concert to the
community centre.
Youth create and are
inspired everywhere.

15. Contest Launch
Website Contest
Education
User Generated
Workshop
Content
online/offline
Social Networking
Live
Concert, Content
Generation

16. MJF Blog
MJF
YouTube
Members
MJF
Twitter
Contests
MJF
Facebook
School
MJF TV
MySpace
Live
Events

19. Film
Music
Photography
Fashion
Machinima
Millenium Development Goals
All sides of the creative
individual are represented at
MJF.

20. Member Community

21. User Generated Content

22. MJF School
Interactive
Education
Tutorials by
Category

23. MJF TV
A user-
generated
series that
profiles all the
best MJF
content from
around the
world.

24. MJF TV
Broadcast quality
documentaries
dealing with youth
rights issues around
the globe.

25. MJF TV
Live music and videos
starring some of today's
top musical artists

27. MJF Closing Party 2006 ft. Lupe Fiasco
MJF Launch Party 2007 ft. Q-tip and Common

28. Projection and
Bluetooth Video Content
Delivery
MJF Blitz
Creativity Workshops

29. Rogers Picnic - Mobile Film Competitions

30. Photo Camp
Summer Photo Contest

32.  Over 50 Million Impressions
 Over 300,000 unique visitors
 Over 4 Million page views
 3000 photo entries
 Hundreds of films from around the world.
 Over a 200 music entries.
 10,000 mobile “video” downloads (6 weeks)
across all 3 networks. (Bell, Rogers, Telus)
 MJF Finalists are entered directly into the CFC WSFF.
 Documentaries broadcast and shown throughout
Canadian
Universities and high schools
 Formed new strategic partnerships to increase
MJF reach and impact.
Copyright Culture Creatives and Company 2007

35. Website
design &
development
SM
development,
Contests
content,
convos
Content
Marketing
Production
Events Sponsorship

37.  Target audience
 Values
 Positioning
 Persona development
 Visual branding
 Experience design
 Messaging
 Social Media visibility
 Social Media “living”
 Evolution

39. Power …
is no longer in the hands of
the brand

40. Strategy  Tactical Plan -> Execution
Concept
1.
Requirements
2.
Technology selection
3.
Information Architecture
4.
Wireframes
5.
Mock ups
6.
Content
7.
Front end
8.
Back end
9.
Testing
10.
Launch
11.
Maintenance
12.

43. Clearly define Who, Why, What
• Have a clear mission
• Have measurable goals
• Thorough understanding of the target audience
especially their communication culture
• What’s the carrot?
Use the right tools
• Employ best Web and project management practice
• Select the right platforms and technologies
• Assemble the right team

44. Emphasize best practices
• Employ digital processes
• Focus on project management
• Do not confuse viral with “launch and see it grow”
Place Social Media in a holistic framework
• Integrate online and offline
• Develop a unique brand (persona and voice)
• Build, nurture and grow social connections
• “Live” Social Media
• Do not forget it is social – connect with passion!

45. Thank you.
Your Thoughts?`
Evelyn So Craig Goodwill
evelyn.so@noesium.com Craig@mobilejamfest.com
www.noesium.com www.mobilejamfest.com
Twitter: @evelynso Twitter: @mobilejamfest