 FOR MULTI TASKING AUDIENCES…

So a chart run down….

 Xbox
Building a social movement
around Xbox and ‘Project Natal’
 Chris Ward
1GOAL (World Cup 2010 legacy)
Comic Relief
London 2012 (legacy)
Coffice
My experience comes from ‘discovering’ Friends Reunited
 Britain: The Giving Nation
The 2009 Red Nose Day Digital
Campaign...

Oversaw broadcast, print & digital output of Red Nose Day 09

Now Global Digital Comms Director of World Cup 2010 legacy
 a one-day summit focusing on the
most effective ways to engage,
inspire and motivate consumers to
gather around our product and
brand in the digital age

Boring….?
  HOW TO BE NUMBER 1 – A TOP 20
•
•

So a chart run down….

 BEFORE YOU DO ANYTHING


•
 REMEMBER
•

Before you even launch…

 HAVE A BLOODY GOAL


 Know what you want to achieve:

•
• Raise money?
• Get 30m supporters?
• Get people to join?
•
• One thing and very simple


28
 REALTIME IS THE NEW PRIMETIME
•

27
 GIVE UP CONTROL..AND STILL WIN
•

Don’t try to moderate what people think of you.. 26

 PEOPLE DON’T REALLY CARE ABOUT YOUR
PRODUCT(OR YOUR GREAT IDEAS)


 THE GRAPH OF ENGAGEMENT FOR THE MOST

 SUCCESSFUL FUNDRAISING EVENT IN UK HISTORY…

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

25
 SO, TELL THEM A MILLION TIMES


 They will only hear it once – but when they do –

they will see it everywhere


 if they are not interested they are deaf to it so keep

telling them.


 They will only hear it if they are interested and then

they will love hearing about it as it is reinforcing the fact
that they are right to be interested – then they will tell
everyone they know…


•
•

24
 DO WHAT YOU DO BEST


• And nothing else (link to the rest)



• Only write something if you can imagine someone

retweeting or linking.


•
•

23
 THE REAL WORLD IS STILL THE BIG DRIVER.

• PR
•
• Old media: TV, Radio, newspapers, telephone


•
•

22
 •

 BEFORE YOU LAUNCH

 (or relaunch)
•
•
•

 READ
•
•

Two great books…

21
 •

 BECOME A COFFICE WORKER

•
•

he best working environment, enabling you to be in tune with your consumers….(with good c

20
  RUN A GREAT CAMPAIGN BEFORE ANYONE
 KNOWS IF YOUR PRODUCT IS ANY GOOD
•

Run a campaign based on the ‘anticipation’ of your release…that reverse longtail is importa
19
  IF THE PRODUCT IS NO GOOD
 CHANGE JOBS…OR SIDES
•
•

have to have a great product: Obama, Friends Reunited, Facebook, Twitter etc – all great pr
18
  Get yourself a great villain
•
•

Bush, Cowell, Poverty

17
•

 BE RELEVANT
•
•

Use facts that are relevant to peoples everyday lives…

16
 •

•
 GO – FOR LAUNCH
•
•

 MANUFACTURE SUCCESS
•
•

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

15
•
 GET SOMEONE BETTER THAN YOU
 TO DO YOUR JOB
•

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

14
•

 TWEET
•
•

Followers of new tech in comms are the best sheep to follow you..

13
•
 ENABLE JOURNALISTS TO SHOW OFF
•
•

With FR we enabled journalists to show off to their old school friends…

12
•


Go Go Go – something live every day
•
•
•

• 1DAY for 1GOAL



• 42 Red Nose Days….

•
• Momentum!
11
 GO TO THE PUBLIC


 - THEY WON’T BE BOTHERED TO COME TO YOU

•
•

Engage fully with consumers where they first come across you – don’t expect them to ‘click-

10
  Work with people already
 doing what you want to do
•
•

parties to get their ‘fans’ to ‘JOIN THEM’ in supporting you (not click through…) Obama was

9
RIP SOMEONE OFF

GET SOMEONE TO RIP YOU OFF

8
•

• LOVE CELEBS (EVERYONE ELSE DOES)

•
•

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

7
 •

 SHARE
•
•

od enough for you to use – let all your supporters use it also – videos & photos via creative c

6
•

 BE BORING
•
•

Make sure everything works on every platform at every speed…

5
•

 BE FLEXIBLE
•
•

Must be able to amend your approach or direction quickly

if demand calls for it…

4
 •

 BE REAL
•
•

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

3
 •

 THROW ENOUGH MUD…

•
•

know what ‘IS’ going to work – so you have to try everything – but you can do it professional
2
  Brief for final slide:
•
•
•
 From: Graeme Boyd
 Finally, can you wrap up with a pithy one-
slider that pulls out what you feel are the key
points/point? It could just be a statement, ie how
would you sum up what you’ve learned about
activating social movements over the past few
years to a taxi driver just before you jump out of
the cab? Maybe stick it before the child labour
slide (which is awesome)?
  Pity one liner


 “Have you got an hour….?”

•
•
•

•

 USE CHILD LABOUR…

•
•

They don’t know any different (you do!).

And they are good at PowerPoint…

1
 FINAL THOUGHT

Xbox
Building a social movement
around Xbox and ‘Project Natal’
  SOCIAL MOVEMENT
•
•
•


How ‘real’ can an Xbox social movement be?

  The slides again
•
•