TITLE TO GO HEREAdditional detailsDate

Making mflow famousMarrying digital comms and PRBrew and Seventy Seven PR

Chris Reed

Managing Partner, Brew

@chris_reed

www.brewdigital.com

Own, rent, stream or steal?

Mass market MP3 shops(cost, easy, legal with range)

Following MP3 shops(Cost, legal)

Niche MP3 Shops(specialist & legal)

Streaming Services(legal, customisable & buy)

Streaming Social Networks

(specialist, free & buy)

Broadcasting(personal, specialist & free)

Charge by the Megabyte(cheap, easy but illegal with unknown

risk)

File Sharing(free, easy, low risk but illegal)

Video Streaming(free & legal?)

PA

IDF

RE

E

MASS MARKET NICHE MARKET

So what were we asked to do?

What did we do

• Waited for the product to be ready…

• Helped make mflow as social as possible

• Convinced Twitter to let us have @mflow

• Developed a dovetailed PR and social media strategy leaning towards the “earned” media - built upon relationships – starting with the mflow top 100

Identifying the mflow top 100 tech/musos

early pre-launch buzz …

Limited highly targeted Beta codesDemos with top 100Update owned media

pre-launch buzz…

Distribute codes to music/tech taste-makersOffer bundles of codesRecruit followers

launch…

Use owned media for conversations about mflow, problem-solving, news distribution and sourcing commercial partnerships

pre-launch buzz…

Create a desire for codesSuccess = codes on EbayDripfeed releases of codes via blog/facebook/twitter

Our Earned (PR/ social) media approach

The best way to judge the effectiveness of a PR or social media campaign

is not simply to judge the effectiveness of that campaign

followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.

followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.

Yes, they’re all measurable.

But so what?

Define the specificsSales increase? Reputation improvement? Customer service speed?

Measure the outputsSocial mentions, links, views, engagement, followers and friends

Evaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase, service

395 users on 1 March

25,000 users on 31 May

Lessons learned and advice

• You only get one chance – be patient

• You’re all online brands now – be responsive

• Research your audience – be transparent

• Start relationships – be a good listener

• Give people support – be helpful

• Define your objectives – be realistic

TITLE TO GO HEREAdditional detailsDate

Making mflow famousMarrying digital comms and PRBrew and Seventy Seven PR

Chris Reed

Managing Partner, Brew

@chris_reed

www.brewdigital.com