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Get Creative, Get Weird, Get Noticed Innovative Ways to Get Your Message Spread

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Title: Get Creative, Get Weird, Get Noticed Innovative Ways to Get Your Message Spread


1
Get Creative, Get Weird, Get NoticedInnovativ
e Ways to Get Your Message Spread
  • May, 2008

2
The Agenda
  • Introduction
  • Word of Mouth
  • The Key Grassroots Multipliers
  • Technology to Enable Your Effort
  • Getting Creative
  • Mobilizing Multipliers

3
Introduction
4
Introduction Todays Presentation
  • Getting a message spread
  • Word of mouth at grassroots level
  • Finding the spreaders
  • Using technology
  • Using creativity
  • Political focus, but lessons for brand/product
    spreading as well

5
Introduction John Hlinko
  • John Hlinko President CEO
  • Early leader, MoveOn.org
  • Top 5 PR Professionals of the year, PR Week
  • DraftWesleyClark.com DraftObama.org
  • Founder ActForLove.org
  • Lots of other awards from prominent adults (see
    www.Grassroots.com if youre curious)

6
And yes hes going to win
7
Introduction Grassroots Enterprise
  • Serve the F-500, trade associations, nonprofits,
    governments
  • Investors are Reid Hoffman (LinkedIn) and Peter
    Thiel (Paypal)
  • Team has built and led some of most successful
    grassroots movements ever
  • Offices in DC, San Francisco, and Toronto
  • Combine technology with communications strategy
    to build grassroots support for products,
    companies, and causes
  • Identify and mobilize evangelists
  • Spread awareness and adoption of client offerings
  • Respond to regulatory, legislative or marketplace
    challenges
  • Grassroots communications experts
  • Messages that work online, messages that are read
    and spread
  • Leveraging social networking/emerging media
    technologies
  • We dont just build web sites or communities, we
    build movements

8
What We Do
  • Recruit
  • Design, architect, and build online presence
  • Connect with universe of existing stakeholders
  • Identify and recruit new stakeholders
  • Engage
  • Use regular, frequent contact to build trusted
    two-way relationship
  • Build a compelling narrative
  • Build profiles using actively and passively
    provided information
  • Identify and cultivate Multipliers
  • Monitor and influence blogosphere/social media
  • Mobilize
  • Recruit others through email, widgets, social
    media (e.g., Facebook, YouTube, MySpace, personal
    blogs)

9
Selected Client Experience
10
Recognition
  • 2008
  • 3 Best awards (and counting) for use of social
    media
  • 2007
  • Golden DotOutstanding National Online Campaign
  • 2006
  • More first place Internet Pollies than any other
    firm (6 in total)
  • PR Week Top 5 PR Professional of the Year
  • 2005
  • PR Week Campaign of the Year
  • Sabre AwardInternet Site Health Care

The Grassroots team has a unique passion for the
blogosphere, understanding how to knit together
ads, site creative and ideas into a narrative
that really engages online hyper-influentials...Th
eir playfulness, passion, teamwork, theatrical
intuition and risk-taking translate into uniquely
effective campaigns. - Henry Copeland,
President, BlogAds.com
11
Word of Mouth Marketing
12
Why Is It Important?
The Media Landscape is Changing Rapidly
  • Consumer skepticism 76 dont believe that
    companies tell the truth in advertisements
    (Yankelovich 2006)
  • Media Fragmentation The average US household now
    receives 100 TV channels, compared with 27 in
    1994 (Nielsen Media Research 2005)
  • Content Creation 35 of internet users
    participate in creating media online
  • (Pew Internet 2006)

13
Word of Mouth Marketing
  • The concept is simple
  • Giving people a reason to talk about your
    products and services
  • Facilitating that conversation
  • Why do it?
  • When it works 0 CPA
  • 65 rely on friends/family most for product
    recommendations
  • In buying products, 85 rely on peer reviews than
    experts
  • The practice is a bit harder
  • Authenticity
  • Transparency
  • Measurement and analytics
  • Its more difficult than direct marketing

14
The Old Way.
15
The New Way
ISSUE
CANDIDATE
16
What Does This Mean?
New Opportunities.
  • Everyone has now has tools and platform to help
    build your brand.
  • Platform encourages viral spread of messages and
    memes across profiles
  • Opportunities exist to get people to interact
    with issue on a deeper level

New Challenges
  • Loss of control over positioning as consumers
    control conversation
  • Everyone has now has tools and platform to tear
    down your brand
  • Video or audio mash-ups of official branding or
    messaging can go global
  • Conversations that used to happen offline are now
    indexed and searchable

17
The Key to it All The Multipliers
18
Who are the Grassroots Multipliers?
  • Individual as publisher
  • Brand advocates Mavens Influentials
  • Vocal about their preferences
  • Willing to take action
  • Eager to recruit
  • Multipliers online and offline
  • One Multiplier 5, 10, 50, 100, 1,000 others

19
What Content Inspires Multipliers?
  • Topical/in the news
  • Emotionally impactful (humor, anger, etc.)
  • Cognitive dissonance
  • Dash of Beavis and Butthead
  • 117 emails
  • Ignore the joy sponges

20
Finding Multipliers using Technology
  • Multiplier Mining Not just spread, but read
  • VS.

21
Social Media Scan
Social Networking
Social Media
Social Bookmarking
22
Social Media Automatic Multiplying
  • Items you add to your profile get spread to
    others in their news feed
  • Post Items to Your Feed! News articles, videos,
    blog postings, photos anything that promotes
    your issues
  • As people join groups, become friends or add
    photos it is broadcast to their list of friends
  • If a friend says he or she is associated with a
    product or cause, its a higher value touch point
    than just seeing a traditional ad

23
Social Media Automatic Multiplying
24
Mobilizing Multipliers
  • Measure what is spread
  • Pitch them like reporters
  • Get them active in their social media groups

25
Using Technology
26
The Grassroots Multiplier Platform
Web Content ManagementEnable extremely rapid
publishing and editing of customized and
personalized information on the Web, and
generation/moderation of user-generated
contente.g, blogging, rich media
Interactive CommunicationIntegration of
personalized e-mail, fax, and phone
communications among organization, stakeholders
and third- party decision-makers
Database and Results Tracking Track and centrally
store all stakeholder profile information,
campaign activity and enable precision targeting.
Provide excellent visibility into ROI, including
actions taken and response rates by stakeholder
group, geography, issue interest, etc.
Transactions Integrated online fundraising/
transaction capability, with ability to deliver
targeted solicitations based on stakeholder
profile and behavior
27
Customize and Personalize
  • Identify individuals attributes, issue
    preferences and commitment levels for action
  • Use actively and passively provided information
  • Customize and personalize on individual level
  • Engage across the spectrum of commitment
  • Cultivate stakeholders and increase level of
    engagement
  • Make the right ask of the right person at the
    right time
  • Measure results in real time and respond
    accordingly

28
Getting Creative Case Studies
29
TFK One Site? No, 200 Sites
30
Guerrilla Marketing for a Brand
  • DC Olympic Curling Team
  • Issue driven campaign
  • Blog-driven media strategy
  • Became a phenomenon
  • Minimal investment yet explosive growth in
    traffic
  • Print coverage Washington Post, Roll Call, Time
    Magazine
  • TV NBC, Fox, International
  • Online Salon, innumerable blogs
  • Labatt approached for sponsorship
  • Minimal investment Explosive growth in traffic
  • Coverage in Washington Post, Fox News, Roll Call
  • 2006 Viral/Email Campaign of Year

31
Entertainment Software Association
  • Video Game Voters Network
  • New movement to mobilize adult gamers to take
    political action
  • Over 10K signups in first week, over 150K at last
    count
  • MySpace site launched to complement main effort
  • Rapid growth, with prominent celebrity friends
    added quickly
  • New paradigm for exponential expansion of support
    and reach
  • Golden Dot finalist for Online Campaign of the
    Year

32
PC Ontario Leveraging Social Networks
33
Draft Wesley Clark
  • One of the most successful grassroots movements
    in American political history
  • In under six months
  • 2 million in pledges
  • Over 50,000 supporters
  • Hundreds of local chapters
  • Worldwide media coverage
  • Convinced Wesley Clark to run
  • Received the 2004 Golden Dot for Best
    Breakout/Impact Internet Movement

34
The Sweet Secret
35
CafePress.com Not Just Logo-Wear
36
Mocking a Villain NBCC
  • Golden Boob award to highlight opponent
  • Focus on Abortion Breast Cancer Coalition
  • Generated grassroots firestorm
  • Turned antipathy for opponent to support for
    cause

37
Using a Villain Park the Movie
  • Happy name coincidence
  • Existing villain
  • Focus on multipliers in specific community

38
ActForLove.org Power of Primal Urges
  • Online dating for Democrats
  • Promoting causes and products
  • Take Action, Get Action

39
Mobilizing Multipliers
40
Amplifying DraftObama.org/YouTube
  • Leveraged small support base to drive placement
    on YouTube
  • Became top news YouTube video, which in turn
    caught attention of other YouTubers
  • Became major media story in matter of hours

41
Amplifying Great Big Sea
  • Small but loyal base of fans cultivated online
  • Driven to buy album during first week of release
  • Led album of traditional Irish folk music to open
    3 on the chartsbeating Alicia Keys
  • Large opening gave album enhanced media
    attention, legs

42
Amplifying Park the Movie
  • Leveraging focus on opening weekend in small
    market (Pittsburgh)
  • Building a list of pre-customers in advance
  • Using Facebook, MySpace, YouTube, and blog ads
  • Stay tuned

43
Wrapping up
  • Find and mobilize Multipliers
  • Social media audit
  • Measure what is read and spread
  • Pitch them like reporters
  • Amplify the power of supporters
  • Channel action at the most buzz-worthy time
  • Take advantage of social media opportunities
  • Use the power of a villain
  • Use the viral power of a cause
  • Find a cause even if tongue in cheek to act
    as the viral host mechanism for your brand

44
Contact
  • John Hlinko
  • President CEO, Grassroots Enterprise
  • 202-741-3798
  • JohnH_at_grassroots.com
  • www.Grassroots.com
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