“Get Creative, Get Weird, Get Noticedâ€‌ Innovative Ways to Get...

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  • Slide 1
  • Get Creative, Get Weird, Get Noticed Innovative Ways to Get Your Message Spread May, 2008
  • Slide 2
  • The Agenda Introduction Word of Mouth The Key: Grassroots Multipliers Technology to Enable Your Effort Getting Creative Mobilizing Multipliers
  • Slide 3
  • Introduction
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  • Introduction: Todays Presentation Getting a message spread Word of mouth at grassroots level Finding the spreaders Using technology Using creativity Political focus, but lessons for brand/product spreading as well
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  • Introduction: John Hlinko John Hlinko President & CEO Early leader, MoveOn.org Top 5 PR Professionals of the year, PR Week DraftWesleyClark.com & DraftObama.org Founder ActForLove.org Lots of other awards from prominent adults (see www.Grassroots.com if youre curious)
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  • And yes hes gong to wn
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  • Introduction: Grassroots Enterprise Serve the F-500, trade associations, nonprofits, governments Investors are Reid Hoffman (LinkedIn) and Peter Thiel (Paypal) Team has built and led some of most successful grassroots movements ever Offices in DC, San Francisco, and Toronto Combine technology with communications strategy to build grassroots support for products, companies, and causes Identify and mobilize evangelists Spread awareness and adoption of client offerings Respond to regulatory, legislative or marketplace challenges Grassroots communications experts Messages that work online, messages that are read and spread Leveraging social networking/emerging media technologies We dont just build web sites or communities, we build movements
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  • What We Do Recruit Design, architect, and build online presence Connect with universe of existing stakeholders Identify and recruit new stakeholders Engage Use regular, frequent contact to build trusted two-way relationship Build a compelling narrative Build profiles using actively and passively provided information Identify and cultivate Multipliers Monitor and influence blogosphere/social media Mobilize Recruit others through email, widgets, social media (e.g., Facebook, YouTube, MySpace, personal blogs)
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  • Selected Client Experience
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  • Recognition 2008 3 Best awards (and counting) for use of social media 2007 Golden DotOutstanding National Online Campaign 2006 More first place Internet Pollies than any other firm (6 in total) PR Week Top 5 PR Professional of the Year 2005 PR Week Campaign of the Year Sabre AwardInternet Site: Health Care The Grassroots team has a unique passion for the blogosphere, understanding how to knit together ads, site creative and ideas into a narrative that really engages online hyper-influentials...Their playfulness, passion, teamwork, theatrical intuition and risk-taking translate into uniquely effective campaigns. - Henry Copeland, President, BlogAds.com
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  • Word of Mouth Marketing
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  • Why Is It Important? The Media Landscape is Changing Rapidly Consumer skepticism: 76% dont believe that companies tell the truth in advertisements (Yankelovich 2006) Media Fragmentation: The average US household now receives 100 TV channels, compared with 27 in 1994 (Nielsen Media Research 2005) Content Creation: 35% of internet users participate in creating media online (Pew Internet 2006)
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  • Word of Mouth Marketing The concept is simple: Giving people a reason to talk about your products and services Facilitating that conversation Why do it? When it works: $0 CPA 65% rely on friends/family most for product recommendations In buying products, 85% rely on peer reviews than experts The practice is a bit harder Authenticity Transparency Measurement and analytics Its more difficult than direct marketing
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  • The Old Way.
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  • What Does This Mean? New Opportunities. Everyone has now has tools and platform to help build your brand. Platform encourages viral spread of messages and memes across profiles Opportunities exist to get people to interact with issue on a deeper level New Challenges Loss of control over positioning as consumers control conversation Everyone has now has tools and platform to tear down your brand Video or audio mash-ups of official branding or messaging can go global Conversations that used to happen offline are now indexed and searchable
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  • The Key to it All: The Multipliers
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  • Who are the Grassroots Multipliers? Individual as publisher Brand advocates Mavens Influentials Vocal about their preferences Willing to take action Eager to recruit Multipliers online and offline One Multiplier = 5, 10, 50, 100, 1,000 others
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  • What Content Inspires Multipliers? Topical/in the news Emotionally impactful (humor, anger, etc.) Cognitive dissonance Dash of Beavis and Butthead 117 emails Ignore the joy sponges
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  • Finding Multipliers using Technology Multiplier Mining: Not just spread, but read VS.
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  • Social Media Scan Social Networking: Social Media: Social Bookmarking:
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  • Social Media: Automatic Multiplying Items you add to your profile get spread to others in their news feed Post Items to Your Feed! News articles, videos, blog postings, photos anything that promotes your issues As people join groups, become friends or add photos it is broadcast to their list of friends If a friend says he or she is associated with a product or cause, its a higher value touch point than just seeing a traditional ad
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  • Social Media: Automatic Multiplying
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  • Mobilizing Multipliers Measure what is spread Pitch them like reporters Get them active in their social media groups
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  • Using Technology
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  • Web Content Management Enable extremely rapid publishing and editing of customized and personalized information on the Web, and generation/moderation of user-generated contente.g, blogging, rich media Interactive Communication Integration of personalized e-mail, fax, and phone communications among organization, stakeholders and third- party decision-makers Database and Results Tracking Track and centrally store all stakeholder profile information, campaign activity and enable precision targeting. Provide excellent visibility into ROI, including actions taken and response rates by stakeholder group, geography, issue interest, etc. Transactions Integrated online fundraising/ transaction capability, with ability to deliver targeted solicitations based on stakeholder profile and behavior The Grassroots Multiplier Platform
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  • Customize and Personalize Identify individuals attributes, issue preferences and commitment levels for action Use actively and passively provided information Customize and personalize on individual level Engage across the spectrum of commitment Cultivate stakeholders and increase level of engagement Make the right ask of the right person at the right time Measure results in real time and respond accordingly Passive Support Active Support Engaged Participation Fervent Participation Logical Interest Committed Interest
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  • Getting Creative: Case Studies
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  • TFK: One Site? No, 200 Sites
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  • Guerrilla Marketing for a Brand DC Olympic Curling Team Issue driven campaign Blog-driven media strategy Became a phenomenon Minimal investment yet explosive growth in traffic Print coverage: Washington Post, Roll Call, Time Magazine TV: NBC, Fox, International Online: Salon, innumerable blogs Labatt approached for sponsorship Minimal investment = Explosive growth in traffic Coverage in Washington Post, Fox News, Roll Call 2006 Viral/Email Campaign of Year
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  • Entertainment Software Association Video Game Voters Network New movement to mobilize adult gamers to take political action Over 10K signups in first week, over 150K at last count MySpace site launched to complement main effort Rapid growth, with prominent celebrity friends added quickly New paradigm for exponential expansion of support and reach Golden Dot finalist for Online Campaign of the Year
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  • PC Ontario: Leveraging Social Networks
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  • Draft Wesley Clark One of the most successful grassroots movements in American political history In under six months: $2 million in pledges Over 50,000 supporters Hundreds of local chapters Worldwide media coverage Convinced Wesley Clark to run Received the 2004 Golden Dot for Best Breakout/ Impact Internet Movement
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  • The Sweet Secret
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  • CafePress.com: Not Just Logo-Wear
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  • Mocking a Villain: NBCC Golden Boob award to highlight opponent Focus on Abortion Breast Cancer Coalition Generated grassroots firestorm Turned antipathy for opponent to support for cause
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  • Using a Villain: Park the Movie Happy name coincidence Existing villain Focus on multipliers in specific community
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  • ActForLo