I attended the Social media 4×4 case study event on the River Thames this Monday and there was some really useful knowledge flying around.
The overall principles in PR were emphasised and the procedure of building relationships and joining community conversations was the key value highlighted in most of the case studies.
Alex Myers, Director of Manifest Communications presented us with a very clever and witty campaign for Brew Dog beer, including some risky but entertaining PR stunts that generated natural word of mouth on a huge scale. The basis of their strategy was to develop a craft beer that highlighted personality and left a community feeling as though they were part of the brand. Alex’s presentation that included the use of taxidermy and extreme tattooing was very witty and entertaining.
Nokia and Elle magazine
Molly Flatt business Director for 1000 Heads, talked us through a campaign that increased Nokia’s profile by simply approaching those who were all passionate about the same thing, fashion! The Next Style Correspondent’ with Elle and Nokia, aimed to transform up-and-coming fashionistas into fashion journalists.
Molly stressed that finding influence-rs that are most suited to your brand is essential for success.
Within this case study a much personalised technique was used to encourage conversation around Elle and Nokia.
Key fashion bloggers were selected to carry out various creative activities during New York fashion week. Each participant was given a Nokia phone that they could use to be extra creative by capturing images, generating movie footage and demonstrating various activities throughout the week.
A couple of sticky key quotes from Molly,
“Tapping into passion, not trying to make them passionate”
“Listening to whole communities, not just conversations that are brand-related is, key.” So important and often forgotten”
As everyone presented their case studies, all very different and based on varied clients, important messages were very much repeated. I learnt that if you are running a competition or a customer based challenge it is sometimes better to think bigger and not to make it a case of just sticking with a simple idea. Challenge people and they will get more out, along with engaging better with your brand.
A community of influencers can spread a campaign message further by feeling involved and close to your brand. Tapping into communities is essential and finding the root of conversations helps you to build on this.
A tweet to remember
78% of people trust their social networks vs 55% who trust TV #smw4x4