chris ward 1goal (world cup 2010 legacy)

8/14/2019 Chris Ward 1GOAL (World Cup 2010 Legacy)

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Chris Ward1GOAL (World Cup 2010 legacy

Comic Relief

London 2012 (legacy)Coffice



My experience comes from ‘discovering’ Friends Reun



Now Global Digital Comms Director of World Cup 2010 l



a one-day summit focusing oncreative, cost-efficient

communications

Boring….?



HOW TO BE NUMBER 1 – A TOP•

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So a chart run down….



BEFORE YOU DO ANYTHING

REMEMBER•

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Before you even launch…



HAVE ONE SINGLE GOAL

Know what you want to achieve:

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• Raise money?• Get 30m supporters?• Get people to join?

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• One thing and very simple



REALTIME IS THE NEW PRIMETIM•



GIVE UP CONTROL..AND STILL W•

Don’t try to moderate what people think of you..



PEOPLE DON’T REALLY CARE ABOUT YPRODUCT(OR YOUR GREAT IDEAS

THE GRAPH OF ENGAGEMENT FOR THE MOST

SUCCESSFUL FUNDRAISING EVENT IN UK HISTOR

They care for the same time it takes to pass a car cras(A reverse long tail) don’t start too early



ONLY DO WHAT YOU DO BEST

• And nothing else (be open and out for the

• Only write something if you can imagine sretweeting or linking.

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THE REAL WORLD IS STILL THE BIG DRIV

• PR

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• Old media: TV, Radio, newspapers, teleph

•

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BEFORE YOU LAUNC

(or relaunch)•

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READ•

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Two great books…

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BECOME A COFFICE WORK•

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e best working environment, enabling you to be in tune with your consum

RUN A GREAT CAMPAIGN BEFORE ANY



RUN A GREAT CAMPAIGN BEFORE ANY KNOWS IF YOUR PRODUCT IS ANY GO

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Run a campaign based on the ‘anticipation’ of your release…that revers

IF THE PRODUCT IS NO GOOD



IF THE PRODUCT IS NO GOOD CHANGE JOBS…OR SIDES

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ave to have a great product: Obama, Friends Reunited, Facebook, Twitte

Get yourself a great villain



Get yourself a great villain•

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Bush, Cowell, Poverty

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BE RELEVANT•

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Use facts that are relevant to peoples everyday lives



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GO – FOR LAUNC•

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MANUFACTURE SUCCESS•

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Create a viral loop (or at least read the book and give it

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GET SOMEONE BETTER THAN YOU



GET SOMEONE BETTER THAN YOU TO DO YOUR JOB

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You need to be in the inner circle to really achieve succ

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TWEET•

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Followers of new tech in comms are the best sheep to follo

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ENABLE JOURNALISTS TO SHOW



ENABLE JOURNALISTS TO SHOW •

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With FR we enabled journalists to show off to their old schoo

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Go Go Go – something live every

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•

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• 77 X1DAY for 1GOAL

• 42 Red Nose Days….•

• Momentum!

GO TO THE PUBLIC



GO TO THE PUBLIC - THEY WON’T BE BOTHERED TO COME T•

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ngage fully with consumers where they first come across you – don’t ex

Work with people already



Work with people already doing what you want to do

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arties to get their ‘fans’ to ‘JOIN THEM’ in supporting you (not click throu

RIP SOMEONE OFF



RIP SOMEONE OFF

GET SOMEONE TO RIP YOU OFF

• LOVE CELEBS (EVERYONE ELSE D



• LOVE CELEBS (EVERYONE ELSE D•

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Putting Moyles on our FB page (instead of logo) doubled t

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SHARE



SHARE•

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d enough for you to use – let all your supporters use it also – videos & p

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BE BORING



BE BORING•

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Make sure everything works on every platform at every sp

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BE FLEXIBLE



BE FLEXIBLE•

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Must be able to amend your approach or direction quicif demand calls for it…

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BE REAL



BE REAL•

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Have to have ‘real’ stories / examples (ideally in real time) for people to

THROW ENOUGH MUD



THROW ENOUGH MUD•

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now what ‘IS’ going to work – so you have to try everything – but you can

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USE CHILD LABOUR



USE CHILD LABOUR…•

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They don’t know any different (you do!).And they are good at PowerPoint…

chris ward 1goal (world cup 2010 legacy)

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