for multi tasking audiences…

8/14/2019 For Multi Tasking Audiences

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FOR MULTI TASKING AUDIENCE

So a chart run down.


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Chris Ward1GOAL (World Cup 2010 legacy

Comic Relief

London 2012 (legacy)Coffice


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My experience comes from discovering Friends Reun


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Britain: The Giving Nation

The 2009 Red Nose Day Digital

Campaign...

Oversaw broadcast, print & digital output of Red Nose D


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Now Global Digital Comms Director of World Cup 2010 l


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a one-day summit focusing on thmost effective ways to engage

inspire and motivate consumers

gather around our product andbrand in the digital age

Boring.?


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HOW TO BE NUMBER 1 A TOP

So a chart run down.


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BEFORE YOU DO ANYTHING

REMEMBER

Before you even launch


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HAVE A BLOODY GOAL

Know what you want to achieve:

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

One thing and very simple


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REALTIME IS THE NEW PRIMETIM


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GIVE UP CONTROL..AND STILL W

Dont try to moderate what people think of you..


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PEOPLE DONT 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) dont start too early


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SO, TELL THEM A MILLION TIMES

They will only hear it once but when ththey will see it everywhere

if they are not interested they are deaf totelling them.

They will only hear it if they are interestethey will love hearing about it as it is reinforc

that they are right to be interested then theeveryone they know


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DO WHAT YOU DO BEST

And nothing else (link to the rest)

Only write something if you can imagine sretweeting or linking.

THE REAL WORLD IS STILL THE BIG DRIV


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THE REAL WORLD IS STILL THE BIG DRIV

PR

Old media: TV, Radio, newspapers, teleph


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BEFORE YOU LAUNC

(or relaunch)


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READ

Two great books


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BECOME A COFFICE WORK

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

RUN A GREAT CAMPAIGN BEFORE ANY


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

Run a campaign based on the anticipation of your releasethat revers

IF THE PRODUCT IS NO GOOD


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IF THE PRODUCT IS NO GOOD CHANGE JOBSOR SIDES

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

Get yourself a great villain


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Get yourself a great villain

Bush, Cowell, Poverty


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GO FOR LAUNC


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MANUFACTURE SUCCESS

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

GET SOMEONE BETTER THAN YOU


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GET SOMEONE BETTER THAN YOU TO DO YOUR JOB

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

TWEET


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TWEET

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

ENABLE JOURNALISTS TO SHOW


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ENABLE JOURNALISTS TO SHOW

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

G G G thi li


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Go Go Go something live every

1DAY for 1GOAL

42 Red Nose Days.

Momentum!

GO TO THE PUBLIC


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GO TO THE PUBLIC - THEY WONT BE BOTHERED TO COME T

ngage fully with consumers where they first come across you dont ex

Work with people already


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o t peop e a eady doing what you want to do

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

RIP SOMEONE OFF


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RIP SOMEONE OFF

GET SOMEONE TO RIP YOU OFF

LOVE CELEBS (EVERYONE ELSE D


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LOVE CELEBS (EVERYONE ELSE D

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

SHARE


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SHARE

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

BE BORING


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BE BORING

Make sure everything works on every platform at every sp

BE FLEXIBLE


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BE FLEXIBLE

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

BE REAL


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BE REAL

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

THROW ENOUGH MUD


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THROW ENOUGH MUD

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

Brief for final slide:


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From: Graeme Boyd

Finally, can you wrap up with a pithy oslider that pulls out what you feel are the kepoints/point? It could just be a statement, iwould you sum up what youve learned aboactivating social movements over the past years to a taxi driver just before you jump o

the cab? Maybe stick it before the child labslide (which is awesome)?

Pity one liner


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y

Have you got an hour.?

USE CHILD LABOUR


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USE CHILD LABOUR

They dont know any different (you do!).And they are good at PowerPoint

FINAL THOUGHT


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FINAL THOUGHT

XboxBuilding a social movement

around Xbox and Project Natal

SOCIAL MOVEMENT


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How real can an Xbox social movement be?

The slides again


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