Recipe of the Day- February 16 - John Torode's Grilled Halloumi with Pear & Watercress
Amelia Torode's presentation from IPA Social Oct 09
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AMELIA TORODE Head of Strategy & Innovation, VCCP Aleksandr Orlov’s Simples & Social Approach to Marketing…
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The presentation given by Amelia Torode of VCCP at the IPA Social event on 6th October 2009.
Transcript of Amelia Torode's presentation from IPA Social Oct 09
AMELIA TORODE
Head of Strategy & Innovation, VCCP
Aleksandr Orlov’s Simples & Social Approach to Marketing…
It’s not a “Social Media” campaign, it’s a Social campaign
Aleksandr’s 5 “Simples”
Rules of Social
Campaigns
1. Character counts (be interesting!)
TO RAISE CONTRIBUTIONS
TO RAISE AWARENESS AND BRAND AFFILIATION
TO GET OUT THE VOTE
2. Have one core idea, butmultiple connected social platforms
CHANGE
MICRO-BLOGGING140 characters only
Sharing thoughts, links,Participating in chat
PHOTO SHARINGAleks’ visual character
From TVCsFamily portraits
Community connectionsCompetitions
PROFESSIONAL NETWORKING
Digital CVProfessional links
INTELLIGENCE SHARINGPower-point upload
Business leader connections
MUSIC LINKSCollect and share favourite music
Build digital “radio-station”
VIDEO CONTENTBloopers
TCVsFav video content
COMPARISON APPLICATIONViral “comparison” app
COMMUNITY AUGMENTATION
Status Notes
PicturesVideos
1 identity, multiple connected spacesMULTIPLE CONNECTED SPACES
TVC
3. Social Media is a conversation, give people something to talk about
“CHAT CATALYSTS” – Give people things, ideas,
applications to share and discuss
J F M A M J J A S O N DLAUNCH DEVELOP ESTABLISH
CTM SITE“Brochure”
CTM BLOGConversation/Aggregation
SLIDESHAREPower-point
IPHONEActivation
BLIP.FMMusic
LINKEDINBusiness
FLICKRPhotos
TWITTERChat
FACEBOOKCommunity
RATE & REVIEW FUNCTIONALITYUPDATED FAQs
I-CARDS/M-CARDSNEW MEERKATSRINGTONE/CALL BACKUGC COMPETITION
LAUNCH: WEEKLY POSTS“BETA” SUGGESTIONSPOLLS“I've found my meerkat” SOC MED WIDGET
YOUTUBEVideo
UGC MEERKATS WINNERS SPECIAL OCCASIONMEERKATS – XMASVIRAL WIDGET
“HOT OR NOT” GAME
BLOOPERS – timing tbcFAV VIDEO UPLOADS
BLOOPERS - Seeding
BLOOPERS - Seeding
STATUS/NOTESUGC COMPETITION
UGC MEERKATS WINNERS
UGC MEERKATS WINNERS
UGC MEERKATS WINNERS
LAUNCH: NEW “OFFICIAL” PIIXUGC UPLOAD COMPETITION
VIRAL XMAS VIDEO
DAILY MONITORING, FRIENDING, CONVERSATION
LAUNCH:
LAUNCH: BUSINESS PROFILECONNECT PROFILE
XMAS VIRAL SEEDING
LAUNCH:
LAUNCH: LINKS TO TWITTERSHARE MUSIC TRACKS
CTM POWER-POINT – BIZ GUIDE
TVC
XMAS VIRAL WIDGET
4. “REMEMBER THE EARS TO MOUTH RATIO”
5. WHERE DO YOU WANT TO PLAY?
BRANDNARRATIVE
BRANDUTILITY
REAL PERSON
ADVERTISING CHARACTER
RESULTS
+600,000
+26,000
RESULTS
In the first 9 weeks of the campaign comparethemarket.com achieved all it’s
12 month objectives
Results
More questions?
www.twitter.com/Aleksandr_Orlovwww.facebook.com/comparethemeerkat
www.comparethemeerkat.com
www.twitter.com/Amelia_Torodewww.ameliatorode.typepad.com
www.VCCP.com
