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 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

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 REALTIME IS THE NEW PRIMETIME

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 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

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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…


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DO WHAT YOU DO BEST

• And nothing else (link to the rest)


• Only write something if you can imagine someone


retweeting or linking.


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THE REAL WORLD IS STILL THE BIG DRIVER.

• PR

• Old media: TV, Radio, newspapers, telephone


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 BEFORE YOU LAUNCH


 (or relaunch)


 READ

Two great books…

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 BECOME A COFFICE WORKER



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

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 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
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 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
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 Get yourself a great villain

Bush, Cowell, Poverty

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 BE RELEVANT

Use facts that are relevant to peoples everyday lives…

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 GO – FOR LAUNCH

 MANUFACTURE SUCCESS

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

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 GET SOMEONE BETTER THAN YOU
 TO DO YOUR JOB

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

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 TWEET

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

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 ENABLE JOURNALISTS TO SHOW OFF

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

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Go Go Go – something live every day


• 1DAY for 1GOAL


• 42 Red Nose Days….



• Momentum!
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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-

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 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

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RIP SOMEONE OFF

GET SOMEONE TO RIP YOU OFF


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• LOVE CELEBS (EVERYONE ELSE DOES)



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


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 SHARE

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

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 BE BORING

Make sure everything works on every platform at every speed…


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 BE FLEXIBLE

Must be able to amend your approach or direction quickly


if demand calls for it…

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 BE REAL

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

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 THROW ENOUGH MUD…



know what ‘IS’ going to work – so you have to try everything – but you can do it professional
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 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…

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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