... a C&M hot list v2. MAKE MISSIONS!

1. Your Brand on Social: Mission Case Studies
4th July 2012
@ContentMotion
getintouch@contentandmotion.com
www.contentandmotion.co.uk

2. We Are...
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...
Average Monthly TomTom Brand Mentions
Volume of TomTom Facebook Fans
90,000
90,000
80,000
80,000
70,000
60,000
70,000
60,000
900%+ growth
50,000
50,000
40,000
40,000
30,000
30,000
200%+ mentions
20,000
10,000
20,000
10,000
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Q1
Q2
Q3
Q4
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5m+ views, month #1
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Mentions
Fans
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3. The Game Plan

4. People Thinking
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
4

5. What People Want
5 @RogerWarner / @ContentMotion

6. What Brands Think People Want
6 @RogerWarner / @ContentMotion

7. Translation
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...
Entertainers Storytellers Sages Benefactors HEROES!
Think: Personal kudos, social capital.
Enhance their social brand in order to enhance ours.
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8. 8

9. Integrated, international campaign:
x14 markets - C&M planned and executed
6 million + video views
200% increase positive sentiment
TomTom #BreakFree 100%+ increase online coverage/mentions

10. #BreakFree Integrated Mission
Offline executions
promoted via .com -
exclusive trade-in offers are
tied to the main online
campaign and promoted via
banners, PPC, web sites
Brand content - celeb
Built to amplify via Social shares - all and humour driven,
supporting widgets and apps have branded syndicated via Social
sharing and #Hashtags built in at source Core creative strategy - strong, populist with strong incentives
narrative - celebrity led: Sing, Win and to share
#BreakFree (Freddie Mercury and Queen)
User content - fun, simple apps to
Social acquisition built in - goal is to Everything promoted via encourage people to get involved and win
drive Facebook fan base simple #Hashtag - (#BreakFree) brand prizes - Sing, Win and #BreakFree
to ensure talk-ability and share-
ability
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11. Heineken Brasil
45

13. Betabrand
45

14. 14

15. Domino’s Pizza
45

16. 16

17. B2B? You Can Do It Too...

18. Missions: Being Awesome Enough to Care, Share
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19. Be a Smarter Working Hero - Stage an Email Intervention
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20. Your Play Book

21. TomTom #BreakFree: Start with Ideas, Then User Experiences, Then Executions
TomTom App Integration Map and User Experience Flow
Non-live PND TomTom Live
KEY Owners PND owners
Targets First time TomTom Nav Competitor Nav 2 device Nav 3 Device
buyers 2 owner device owner owner owner
Don’t try this alone!
Engagement Facebook
• Multi-team
Blogs & Banner/ Live (local) Traditional Software
In Store ads & Newsletter Radio Direct mail
platforms News sites online ads
engagement
events press flashes
• Multi-discipline
Points of
entry
Booth
TomTom
Facebook Page
TomTom
Microsite
Mobile phone QR Codes • Developer
• Brand
QR Landing
Careoke
Trade-in Break Free Trade-in HD traffic Break Free
• PR
iphone
tab Tab info info Me App
app
Record
User actions video
Record
Video
player
TRADE
IN RENEW
(no app) • Advertising
embed SUB
video
Dev €50 off
BUY
Social
• Retail
View/ share
elements share video
capture Record capture
Auto-
• Product
user video user info
info populate:
#BreakFree
Log @TomTom
Content hub Auto generated Personal Twitter
user Break Free
(backend) email with links
shares YouTube
Channel
to user's video/
creation and the
• etc
(all UG videos) BF FB page Personal Log #breakfree
Facebook +@tomtom
WIN hashtag use
Incentives WIN (Grand Prize)
(weekly)
Personal Blog
Social
share
video Email WIN (daily)
21
@RogerWarner / @ContentMotion

22. Good Thinking
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'
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23. Our Five Easy Program Rules
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24. Mission Matrix
Entertainers Storytellers Sages Benefactors HEROES!
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25. Mission Matrix Explained
25

26. Ends - Thanks... @RogerWarner 26