1. Social / Viral Campaigns Adding Value To Traditional PR

2. Viral Strategy 3. ENGAGEMENTMICROSITE & RESPONSECONTENTVIDEOLINKMP3AWARENESSYOUTUBE & FACEBOOK & TUMBLR & 2.0 TWITTER &VIDEO SOCIALSITESBLOGS SHARING NETWORKSREACTIONSLIKES SHARESCOMMENTSBOOKMARKS RETWEETS 4. 10 Key Strategic Points1. Know your audience / community2. Establish objectives and baseline measurables3. Clearly identify an issue / story4. Create a big idea, headline & simple messages5. Produce appropriate content e.g. video6. Create supporting content7. Establish presence on social networks8. Encourage, energise existing community9. Know your tools & measure & analyse results10. Start again 5. Viral ConceptsHow / why do things go viral? 6. Viral Basics Similar to word of mouth word ofmouse Uses technology to facilitate sharingof content such as: A website A video, image, mp3 A document 7. Be Authentic Amateurism rules Why will friends forwardto friends?1) to share something thatwill surprise, humour orimpress;2) to show off theirprivileged information. 8. Effective Viral Video Creative Remix / Parody: create a video that is simpleenough to be remixed over and over again byothers. eg: Dramatic Hamster / hitler downfall Dont make an outright ad: if a video feels like anad, viewers wont share it unless its reallyamazing. eg: Sony Bravia Bouncy Balls Make it shocking: give a viewer no choice but toinvestigate further. eg: Brasil Lift Ghost Solve a problem and link to where everyone canget the solutions eg. Record Rubiks Cube Finish Make the world laugh: eg Gangnam style 9. A students campaign 10. In Limbo With Your Lingo? raise awareness of the existingtranslation and language servicesavailable in Dundee City Council. increasing number of economic migrantssettling into Dundee. They come to workand live in the city and so therefore wantto integrate into the community market research has shown that 8 out of10 of these migrants would like to haveaccess to translation and languageservices, making their transition intoDundee easier and smoother. However of this demographic only 4 outof 10 knew of the existing serviceavailable. 11. Viral Videolimbo with lingo vid 12. Facebook Strategy 13. Facebook Strategy 14. Twitter Strategy 15. Landing page Widgets Data capture 16. Engagement / Evaluation 17. Summary Clearly identified an issue Researched the targeted audience Prepared simple message Used viral and interactive media Created supporting content Connected to dedicated help content fortarget audience Measurable results 18. Dumb ways to die Background Encourage people (audience not clear, seems tobe youth) to stay safe around trains Metro / Public Transport Authority in Melbourne,Australia For the majority of us, this advice is totally unnecessary. Most people are able to recognise for themselves that trains are big, fast and not to be messed with. But sadly a few people just dont get it. And thats why were running this campaign. To stop them from that brain fade, from doing something dumb and being hit by a train. Campaign Launched 14th November 2012 19. dumb ways to die video 20. Comments? 21. Since 14 November.. 29 million YT views 2 million FB shares 64,000 twitter shares 1,351 blog posts Viralvideochart.com 22. Creative. Big Idea / Theme : Dumb ways to die Big Message: Dont die an unnecessary death gettingkilled by a train Creative Decision 1: Animation Cheap & simple Not personal jellybeans - no race / gender / class Stupid behaviour doesnt discriminate Memorable, funny, easy to explain Creative Decision 2: Message Song - catchy, contemporary (folksy style) The true message comes towards the end not bombarding theviewer / tempting click aways / like a pop video 23. The video raises awarenessThe network encourages engagementThe audience responds with reactions 24. Create / use existingyoutube channel Central hub Link out to other contact/ content areasALWAYS USE THE DESCRIPTION BOX!! 25. Reaction & ResponseDelivers objectives and allows analysis 26. On YouTube 27. On twitter.Note:Use of hashtagBit.ly link 28. On Facebook 29. Reddit 30. On BuzzFeed 31. Measuring Results 32. YT Stats 33. Twitter Stats 34. Example of FB stats 35. Campaign momentum 36. Parody 37. Graphics 38. Follow ups 39. Industry love 40. Summary Always start with a clear campaign. Whats thebig idea? Whats the headline? Story? Understand the audience (s) Choose an appropriate creative strategy - funny Reward, encourage, incentivise free mp3 Have clear end point. Connect social media tothis end point microsite Success builds momentum Track, analyse and evaluate 41. Thankyou .. Time for lunch! 42. Amnesty UKs Campaign To StopViolence Against Women International Womens Day March 2009 Message 1 in 10 women in the UKexperience rape or other violence Objectives Better support for women ata local level 1 in 4 local authorities leavefemale victims of violence withoutspecialist support. 43. Energised, Connected Network Content, brand and brandfan distribution Facebook, MySpace, Bebo,Flickr, YT, Twitter, Blogs Investment 44. Amnesty UKs Campaign To Stop Violence Against Women They have a community platformfor digital activists. Located atwww.protectthehuman.com 45. Blog Page Landing page How people canhelp 46. Online Activity Email MPs Mapofgaps.org (now changed) 47. Online Activity Get as many people as possibleto change their twitter andfacebook avatars. 48. Tweet and retweet each year, aroundone in ten women in Britain willexperience rape or other violence. Actnow http://oneten.org.ukUse hashtag #oneten 49. One in Ten - Impact ?TwitterApprox 3000 mentions of #oneten 6th March@amnestyuk 3rd most retweet user 6th March#oneten in top 10 trending topics 6th MarchOneten.org.uk most tweeted link 6th March(Twitscoop / retweetradar / twittersearch) Protect The Human Blog and .com (between 2nd to 9th March) 900 referrals from Twitter 1,700 referrals from FB 12,000 pageviews 8,500 unique visitors Mapsofgaps.org 215 people emailed their MP 2000 people referred from oneten.org.uk 6 times as many people as usual took action on 6th March