Behavioural-led campaigns

E4 created a campaignbased on existingFacebook user behaviour.

Passive fans - high snackablecontent that allowed olderfans to fill in the gaps.90,000 comments in under 3months.

Active users - preview contentbut only viewable when sharedreach extended by 133 usersper view.

243,259 fans in 80 days.

Influencer vs. Evangelist

Truly open content

£40,000 budget.

Engaged with one ‘digital artist’ and tocreate a work and then madethe code accessible to all.

Reached out to 200 key influencersto start the ball rolling.

As a result, had 4,600 piecessubmitted to exhibition and1.75m unique visitors to the website.

The exhibition saw its footfalltarget smashed by 235% and createover £500,000 of clear profit.

Product feedback anddevelopment

Search as a snapshot

1.5m page Impressions

£45k spendAt 0.003ppc

In two months, BP went from spending $57,000 a month to becoming one of Google’s top advertisers, dropping nearly $3.6 million in the month of June alone.

Branded content

Social commerce

Zuckerberg: "if I had to guess social commerce is the next area to really blow up" (in a good way)”

Speed

Disillusionment

Pro bloggers

“Bloggers care deeply about productreputation. One third of all bloggers wouldboycott products based on a badreputation, asking readers to do same.”

Richard Jalinchandra, president & CEO of Technorati.

• Behavioural-led campaigns• Influencer vs. Evangelist• Truly open content• Product feedback & development• Search as a snapshot• Branded content• Social commerce• Speed• Disillusionment• Pro bloggers