Love Camden – crowdsourcing communications.

socialmedia

networkingRSS

blogsblogs

video

podcasts

bookmarks

virtual worlds

conversation

photos message boards

wikis sharing

engagementmicro blogs

collaboration

communication

• Part of an ongoing campaign, Love Your Local High Street, to promote independent traders in the borough

• Website promoting Camden’s independent businesses and visitor attractions

• Love Christmas: shopping guide & competition to win £1,000 (Golden Ticket competition)

• Integrated communications strategy (print, PR, digital)• Digital strategy a balance of:

– owned media (dedicated social media accounts)– earned media (digital PR, blogger engagement, search engine

optimization)

Love what?

Let the competition begin

• Bus stop advertising booked to promote Love Christmas• The answer to “What would you do with £1,000?” crowdsourced • The competition ran on Twitter for 48 hours• 80 clicks on the relevant web page within the first hour, 222 in total• 24 entries – 10 long listed finalists appeared on the Love Camden

website, 3 winners were integrated into three poster designs • Campaign contributed to increasing @LoveCamden’s followers by

20% (the account having been set up just the week before)• Conversations were generated across Twitter whilst it was live,

including three marketing experts in Germany holding up the campaign as an example of using social media as a dialogue not a broadcast.

We got some coverage

• Online media: Marketing Week, Utalkmarketing, mad.co.uk, PR Week

• Blogs: Social Media Monday, Promise Corp, FutureGov, Recruitment Waters, the Wellbeing Guide

• Print: PR Week, Local Government Chronicle, Camden New Journal, Ham & High

• Twitter: comments from the UK, Netherlands and Germany

In a nutshell

• Traffic to Love Camden increased 150% during digital PR campaign (75% new visits)

• Traffic increased a further 18% when the posters went up (81% new visits)

• PlusFour market research: 71% claimed the competition encouraged shopping in Camden (68% residents, 88% working in/visiting Camden)

• The first social marketing campaign for the Council, by no means the last…..

Which has translated into• 3,500+ unique visitors / 5,300+ visits (August – mid Sept) • More than the previous quarter combined• 10% traffic from abroad (India, USA, Germany, Italy etc.)• 200+ business profiles• 80+ user profiles

Pretty cool functionality

Now:• Businesses/venues set up &

manage profile page• User generated reviews &

comments• User generated special offers• Editorial features• Twitter, Facebook, Flickr,

YouTube integration

Soon:• Interactive map• Mobile version• Foursquare & Spotify

integration• Guest bloggers

Ask me anything

Charlotte Beckett

@londoncharlotte

www.londoncharlotte.wordpress.com