Your Brand on Social: Mission Case Studies

@ContentMotiongetintouch@contentandmotion.comwww.contentandmotion.co.uk

4th July 2012

In the Box: founding partner of Europe’s first (and only) independent Social PR agency network.

Specialist: 100% built to conceive and run creative Social PR engagement programs day in, day out.

Focused: boutique, organised around one discipline: Social PR Engagement.

Up for it: very.

Good at it: see below...

2

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Q1 Q2 Q3 Q4

Average Monthly TomTom Brand Mentions

Mentions

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Jan-

11

Feb-1

1

Mar-

11

Apr-11

May

-11

Jun-

11

Jul-1

1

Aug-1

1

Sep-1

1

Oct-1

1

Nov-1

1

Dec-1

1

Volume of TomTom Facebook Fans

Fans

5m+ views, month #1200%+ mentions

900%+ growth

We Are...

The Game Plan

4

The key to great marketing is never to stop thinking like your audience... Understanding the role your brand plays in people’s lives and knowing how to make it more relevant is crucial...

John Hegarty, BBH

People Thinking

@RogerWarner / @ContentMotion5

What People Want

@RogerWarner / @ContentMotion6

What Brands Think People Want

7

Create personal missions.

Get inside people’s heads (and shoes) - invite them into our program.

Build advocacy.

Make them smarter - and enable them to share their smarts.

Make them...

Think: Personal kudos, social capital.

Enhance their social brand in order to enhance ours.

Entertainers Storytellers Sages Benefactors HEROES!

Translation

8

TomTom #BreakFree

Integrated, international campaign:x14 markets - C&M planned and executed

6 million + video views

200% increase positive sentiment

100%+ increase online coverage/mentions

Core creative strategy - strong, populist narrative - celebrity led: Sing, Win and #BreakFree (Freddie Mercury and Queen)

Brand content - celeb and humour driven, syndicated via Social with strong incentives to share

User content - fun, simple apps to encourage people to get involved and win brand prizes - Sing, Win and #BreakFree

Everything promoted via simple #Hashtag - (#BreakFree) to ensure talk-ability and share-ability

Social acquisition built in - goal is to drive Facebook fan base

Offline executions promoted via .com - exclusive trade-in offers are tied to the main online campaign and promoted via banners, PPC, web sites

Built to amplify via Social shares - all supporting widgets and apps have branded sharing and #Hashtags built in at source

10

#BreakFree Integrated Mission

4545Heineken Brasil

4545Betabrand

14

4545Domino’s Pizza

16

B2B? You Can Do It Too...

Missions: Being Awesome Enough to Care, Share

18

19

Be a Smarter Working Hero - Stage an Email Intervention

Your Play Book

@RogerWarner / @ContentMotion

In Store

TomTom Microsite

TomTom Facebook Page

Break Free Tab

Break FreeYouTube Channel

(all UG videos)

Content hub (backend)

Record video

Social share video

Trade-in tab

Break Free Me App

Careoke iphone

app

Record video

capture user info

Personal Facebook

Personal Twitter

Personal Blog

Email

Record video

(no app)

Social share video

QR Codes

QR Landing

Video playerembed

TomTom App Integration Map and User Experience Flow

Auto generated email with links to user's video/creation and the

BF FB page

Newsletter

View/share

BUY

TRADE IN

Facebook ads &

engagementBlogs &

News sitesBanner/

online ads

First time buyers

Non-live PND Owners

Competitor device owner

TomTom Live PND owners

Nav 2 device owner

Nav 3 Device owner

Software flashes

Targets

Engagement platforms

Radio Direct mailTraditional press

Live (local) events

TomTom Nav 2 owner

Points of entry

Booth

Trade-in info

HD traffic info

Mobile phone

Dev elements

Log user

shares

User actions

Incentives WIN (weekly)

WIN (Grand Prize)

KEY

€50 off

capture user info

RENEW SUB

WIN (daily)

Log #breakfree +@tomtom

hashtag use

Auto-populate:

#BreakFree@TomTom

Don’t try this alone!

• Multi-team

• Multi-discipline

• Developer

• Brand

• PR

• Advertising

• Retail

• Product

• etc

21

TomTom #BreakFree: Start with Ideas, Then User Experiences, Then Executions

22

Use a bigger creative canvas.

Use big data to get inside people's heads for smarter planning

Create content and destinations that people love to play with and share

Deliver consistently engaging experiences that grow in value over time.

Go beyond campaigns

Start making 'missions'

Good Thinking

23

Our Five Easy Program Rules

24

Entertainers Storytellers Sages Benefactors HEROES!

Mission Matrix

25

Mission Matrix Explained

26Ends - Thanks... @RogerWarner