SPORTS AND SOCIAL MEDIA JEZ JOWETT, SOCIAL MEDIA DIRECTOR

3 SOCIAL MEDIA STORIES

SOCIAL MEDIA & SPORTS

SOCIAL MEDIA #FAILS

BUT FIRST……..

BRAND (TROJAN) + SPORTS (OLYMPICS) + VIRAL (SOCIAL MEDIA) = 460 MILLION VIEWS

3 SOCIAL MEDIA STORIES

OLD SPICE ABOVE THE LINE CAMPAIGN, AMPLIFIED THROUGH SOCIAL MEDIA

QUEENSLAND TOURISM PR CAMPAIGN, AMPLIFIED THROUGH SOCIAL MEDIA

UNITED AIRLINES CUSTOMER SERVICE DISASTER, AMPLIFIED THROUGH SOCIAL MEDIA

STAGE 1: ONLINE & ABOVE THE LINE.

VIDEO : OLD SPICE 1

REMOVED

STAGE 2 : PAID MEDIA AND PARTNERSHIPS

STAGE 3 : OWNED AND EARNED MEDIA

STAGE4 : UGC AND VIRAL PHENOMENA

VIDEO : OLD SPICE 2

REMOVED

STAGE 5 : PR & APPEARANCES

STAGE 6 : THE RESPONSE CAMPAIGN (ON & OFFLINE)

VIDEO : OLD SPICE 3

VIDEO : OLD SPICE 3

REMOVED

STAGE 7 : INDIVIDUAL VIDEO RESPONSES

VIDEO : OLD SPICE 4

REMOVED

A SUCCESS ? YES, DEFINETELY.

A SOCIAL SUCCESS

DAY 1: 5.9M VIEWS (more than Obama speech)

DAY 2: 8 OUT OF 11 OF TOP VIDEO’S VIEWED

DAY 3: 20M VIEWS

TWITTER: + 2700%

OLD SPICE.COM: + 300%

A SALES SUCCESS

LAST 6 MONTHS : SALES GROWTH + 27% (YOY)

LAST 3 MONTHS: SALES GROWTH + 55% (YOY)

LAST 1 MONTH : SAKES GROWTH + 107% (YOY)

WHAT NEXT ?

LEARNINGS FOR SPORT CAMPAIGNS

1.  PLAN TO CONTINUALLY EVOLVE THE CAMPAIGN (LISTEN AND ADAPT)

2.  MAKE IT SIMPLE FOR PEOPLE TO ATTACH THEMSELVES / ENDORSE

3.  RESPOND QUICKLY AND TO KEY INFLUENTIALS

VIDEO : BEST JOB 1

REMOVED

STAGE 2: ONLINE & ABOVE THE LINE.

STAGE 3: ONLINE PR & BUZZ MARKETING

STAGE 4: EXPERIENTIAL & EVENTS

STAGE 5: USER GENERATED CONTENT

VIDEO : BEST JOB 3

REMOVED

A SUCCESS ?

A SOCIAL SUCCESS

$400M AUD OF MEDIA COVERAGE

3 BILLION IMPRESSIONS / OTS

8M WEB VISITORS

55M PAGE VIEWS

8 MINS AVERAGE ON SITE

LEARNINGS FOR SPORT CAMPAIGNS

1.  SOCIAL MEDIA IS NOT JUST AN ONLINE EXPERIENCE, IT’S REAL LIFE

2.  CREATE SOMETHING UNIQUE AND COMPELLING, WORTH SHARING

3.  GIVE PEOPLE SOMETHING EXCITING TO DO, TO WIN.

THE POWER OF AN UPSET CUSTOMER

VIDEO : UNITED 1

REMOVED

LEARNINGS FOR SPORT CAMPAIGNS

1.  CUSTOMERS COMPLANING SHOUD NOT BE IGNORED

2.  A SWIFT RESPONSE CAN PREVENT A CRISIS

3.  PREPARE FOR A CRISIS – IT WILL HAPPEN AT SOME POINT

3 SOCIAL MEDIA & SPORTS

FUN STUFF VIRALS, ONLINE GAMES, VIRTUAL, APPLICATIONS

FAN STUFF QUESTIONS, REWARDS, COMMUNITY, ACCESS

FUTURE STUFF RFID, GEO LOCATION, SPORTS CAM, MOBILE, ARG

FUN STUFF - VIRALS

FUN STUFF – ONLINE GAMES

FUN STUFF – APPS

@ HAVAS SPORTS & ENTERTAINMENT

Team Origin

  Team Origin provide short links to their Facebook & Twitter they also have a YouTube window that displays their latest videos

  Origin also have a stream to SailTV embedded in their site so you can watch events that they’re participating in, this player also has a live chat with the Facebook Connect plugin installed.

  Origin do not include social plugins on their content such as videos & photos.

FUN STUFF –VIRTUAL

FAN STUFF – QUESTIONS

FAN STUFF –REWARDS

FAN STUFF –COMMUNITY

FAN STUFF –ACCESS

FUTURE STUFF –RFID

FUTURE STUFF –GEO LOCATION

FUTURE STUFF –MOBILE (& ARG)

FUTURE STUFF –SPORTS CAM

SOCIAL MEDIA #FAILS

CONSUMERS FAILS

BRAND FAILS (NESTLE!)

VIDEO : REMOVED

THANK YOU.

SOCIAL MEDIA #FAILS

CONSUMERS FAILS

BRAND FAILS (NESTLE!)