Digital Tools: Making Them Work

December 11, 2008

Amplify Passion and Be Remarkable

http://www.cossette.com/

http://www.cossette.com/

Digital Tool: Influencing Consumers

Overview• The United Nations Development Fund for Women - UNIFEM - organized a campaign to gather signatures

•The signatures were presented by Nicole Kidman to UN Secretary-General Ban Ki-moon on Nov. 25, 2008, the International Day for the Elimination of Violence Against Women.

• Partnered with our interactive skunkworks group, RocketXL, to organize online signature campaign

Overview• Integrated campaign including microsite, widget, online influencer campaign, integration with Facebook & MySpace

• Goal: gather 1 million signatures by November 25 event

http://www.cossette.com/

http://www.cossette.com/

http://www.cossette.com/

http://www.cossette.com/

Results• More than 1.4 million signatures gathered by Nov. 25 event, and total signatures in excess of 5 million

• In excess of 2700 members on Facebook

• More than 32,000 video views on YouTube profile

• 21 million impressions to micro-site

• 9000 widget installs, 700,000 interactions

Digital Tool: Social Media News Releases

GoalsRaise awareness of the Great Southern California ShakeOut and drive registrants through hyper-targeted word of mouth and media relations campaigns

Position www.ShakeOut.org as THE resource for helpful tools and information about earthquake preparedness prior to and following the ShakeOut drill

Disseminate vital information about the ShakeOut event and earthquake preparedness through popular social media tools and channels to reach the consumer “where they live”

Campaign Summary•Helped drive more than 5.3 million Southern California residents to participate in the largest earthquake drill in U.S. history

•Effort generated more than 1100 media stories on both a local and national scale

• PPR executed a hyper-targeted online influencer campaign targeting 10-15 local SoCal influencers

•Helped ShakeOut team build first official ShakeOut Twitter profile and begin disseminating information in weeks prior to the November 13th event

• PPR leveraged the power of the social media news release to distribute two major announcements and reach consumers “where they live” online, through search engine optimization and by providing Web-friendly assets

Videos to seed to bloggers

Campaign logo

PDF/whitepapers

Screenshots of interactive game

Pull quotes from spokespeople

Generated local blog coverage and drove consumers to ShakeOut Web site and YouTube videos; ignited consumer feedback and comments leading up to drill

Leveraged relationship with popular mom blogger influencer “Los Angelista” to generate 3 blog hits from one; leveraged content from interview with Mark Benthien,

Dr. Lucy Jones YouTube video and generated comments from her peers

Results

• More than 61,000 direct reads and downloads

• Global readership• 87% of US readers; 61% in California; 75% in Southern California

• Wide reach; 81% of consumer pick-up was through Yahoo! News, Google News, AOL and MSN

Digital Tool: Engaging Bloggers

Strategy: Create an online disaster preparedness pilot program to motivate moms to take action and create a family disaster plan

California Volunteers

Results: Generated 290,000 Web site hits, more than 65,000 page views of the family disaster plan – a daily average of 1,000 visitors, making the family plan the top-visited (52 percent) and downloaded page on the site; generated more than 56 million media impressions; generated 17 online influencer reviews, 82 percent positive; recruited 100+ moms

Our Own Foundation:

Pioneering Social

“Cause” Networking

Site

Q&A

GOOD BLOGS TO FOLLOW:

HTTP://BETH.TYPEPAD.COM/BETHS_BLOG/HTTP://BLOG.TECHSOUP.ORG/

HTTP://WWW.NTEN.ORG/BLOG/