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Mindjumpers Agency - Introduction
1.
©2016 COPENHAGEN LONDON COPENHAGEN LONDON Introduction & Cases Social
Media Management Agency THINK SOCIAL FIRST
2.
©2016 COPENHAGEN LONDON Mindjumpers is a
full service Social Media Management Agency Worked with +50 brands in the last 7 years +40 people across our offices in London and Copenhagen 25 people activated through our “Mindjumpers Network” across 12 countries Who We Are
3.
©2016 COPENHAGEN LONDON Local Activation With our network
of local social media managers around the world, we can activatebrands in any given country. Strategy & Editorial Planning We plan and execute conversations by securing content in theright context for the brand – from real-time tolong term strategies. Content Production We develop share-worthy stories for any type of social platform and acrossmultiplecontent formats. Interactive Design & UX With focus ontheuser journey, we conceptualizeideas and design rich social and digital user experiences. - Technology We build apps and digital tools from a social first principle and handle platform servicesonthird party tool suites. Response Management We handledialogue withusers and consumers in closecollaboration with the client and monitor owned channels to discover potential issues efficiently. Social PR We build relations and collaborate with industry influencers in the social sphere withtheaim of generating earnedmediafor a brand. Paid Social We plan and handlesocial paid amplification onvarious social platforms. Research & Measurement We conduct researchonsocial consumers and influencers and do ongoing performance reporting on key objectives and KPI’s. Social Media Services
4.
©2016 COPENHAGEN LONDON Mindjumpers’ Local Social Media
Manager Network Mindjumpers Network of local social media managers enables us to strategically develop and execute global and local social media initiatives in a structured, quality assured and cost effective way. We always secure the right persona for the brand. It is not just a question of age, gender, background and skillset - the persona must love the brand. We have a five step recruitment process and can recruit a Local Social Media Manager from any given country within 30 days.
5.
©2016 COPENHAGEN LONDON The Social Newsroom The Social Newsroom The heart of
Mindjumpers is the Social Newsroom, which is operated like the newsroom in a traditional media company. Stories are selected, content is planned and produced and in the end published to those social brand channels that Mindjumpers is operating and delivering campaign content for. Distribution ofcontent to potential earned publish sources (social PR). Dataand insight driven amplificationof content withpaid media. The Editor is responsiblefor executionof thegivencontent strategy, securesquality and approval processwith the client and overseesall content planning. Designers and copywriters developingcampaign content within the right toneofvoice and creative visual identitytailored totheindividual channels. Responsible for all content planning,scheduling and publishing. Daily contact tothe client and other possibleclient partners e.g.campaignagencies. Daily monitoringof all data sources, with the aim of delivering insights for content- creation, planning, distribution and amplification. Mindjumpers’ Social Newsroom
6.
©2016 COPENHAGEN LONDON CONTENT CONTENT EDITORIAL DISTRIBUTION OWNED EARNED PAID Agency Y
Agency X Content partners Global client marketing team Local client marketing team Other client stake- holders User Generated The Social Newsroom Mindjumpers’ social amplification model de-complicates the task of managing social brand channels with multiple client stakeholders or simplifies the task when activating a given campaign with content from various content partners across a social eco-system. Mindjumpers’ Social Amplification Model
7.
©2016 COPENHAGEN LONDON CASES
8.
©2016 COPENHAGEN LONDON CARLSBERG GROUP
9.
©2016 COPENHAGEN LONDON Being one of
the leading breweries in the world, Carlsberg had an extensive globally fragmented social media presence, not least across its four international premium brands. The fragmentation was evident through hundreds of local Facebook pages both market- and user driven across brands, which resulted in the following challenges: - Not possible to leverage global assets and secure scale on global content - Limited opportunity to engage fans in markets without local action - Lack of brand consistency - Not possible to track or benchmark performance across local brand pages - Lack of quality assurance - Not possible to exercise the degree of control necessary for alcohol brands - Multiple stakeholders; Global brand teams and agencies, local brand teams and agencies Outline 2011 Challenge Carlsberg Group
10.
©2016 COPENHAGEN LONDON Development and roll
out of a global social media strategy with the aim of organizing the Group’s social media efforts while still allowing for global/local brand activation. Mindjumpers was chosen as lead Social Media Management Agency for the Carlsberg group, meaning that our job is to ensure that the social strategy is enabled across brands and markets. Our focus is on training all markets and agencies working with social media for the Group, as well as on the structure and systems that enable knowledge sharing and secure best practice use on social media. Measurement tool Community Management Guidelines Social Media Mngmt tool Digital Knowledge Hub Best practice, system info, news and knowledge sharing on social and digital Monitor, publish, manage, measure and engage across our social media channels (Falcon) metrics, track local KPI’s, benchmark Extensive guidelines on Community Management within social media, including tools and templates Measure key against other brands and markets (Dashboard) 2014 - Global Social Media Strategy
11.
©2016 COPENHAGEN LONDON L’ORÉAL NORDIC
12.
©2016 COPENHAGEN LONDON Mindjumpers started working
with L’Oréal in 2014 and is now managing social channels, including Facebook, Instagram, blogs and YouTube for five brands in Sweden, Norway, Finland and Denmark. The individual brand teams have one point of contact with Mindjumpers. We secure localized activation through our Network of Local Social Media Managers who have been recruited for individual brands based on their qualifications, personality and interests and have been thoroughly trained in processes, tools and the brand. Working across several brands gives us a unique opportunity for applying best practice cases across brands, optimizing processes, sharing development cost and benchmarking performance. “Being able to gather all social activities with one agency that can offer one point of contact and still secure highly localized social channels has proved both effective and very valuable” Christine Egholm, Nordic Digital Project Managers L’oréal Nordic 5 Brands in 4 Markets
13.
©2016 COPENHAGEN LONDON LEBARA PLAY
14.
©2016 COPENHAGEN LONDON Lebara launched their
new product – Lebara Play – in July 2015. The service offers migrants from multiple European and International markets access to TV shows and programmes from back home. Mindjumpers created the over-arching social strategy, compiling insights on the social behaviour and viewing habits of migrants from multiple ethnic countries in different markets. We also set up a social listening dashboard and recruited Local Social Media Managers within 6 key ethnic migrant locations to track, monitor and report daily conversational trends and volumes in conversation about Lebara Play programmes and brand across each market. Insights was used to plan and produce both reactive and always-on content for multiple ethnicities within a variety of markets across Lebara’s Facebook and Instagram pages. Content took many formats, including GIFs, Cinemagraphs, videos and stills, to leverage engagement with Lebara’s multi- ethnic community and positioning Lebara Play as a first class product for migrants to watch all the shows they love from back home. Lebara Play Launching a Streaming Service for Migrants
15.
©2016 COPENHAGEN LONDON SKYPE
16.
©2016 COPENHAGEN LONDON Russia Japan UKUS Brazil The Skype Collaboration
Project was focused on fashion and design, aimed at 18 – 34 year old emerging creative talents. Mindjumpers had joint responsibility along with Skype´s social team for anything social across owned and earned media on the campaign. The campaign included various social activations e.g. Content creation, planning and activating a Twitter Q&A with Victoria Beckham, driving visits to the campaign site, global and local blogger outreach, a “Share Your Style” competition etc. The Skype Collaboration Project
17.
©2016 COPENHAGEN LONDON The #AskVB Twitter
Q&A took place on Jan 29th at 2pm – 3pm GMT, it focused on generating earned conversation about the campaign and awareness of the launch of the Victoria Beckham Fashion Story. For one hour Victoria was guest handling the @Skype account, enabling social connectors to learn how to turn passion into a fashion reality through a Q&A set-up. A complex set-up with multiple stakeholders was required to make the best of the hour. Mindjumpers handled the @Skype from Mrs. Beckham´s office at her fashion studio. #AskVB Twitter Q&A
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©2016 COPENHAGEN LONDON The idea was
to challenge our audience to express and share their passion for style using Skype. To enter, users simply shared their photo or video via Skype video message or file/photo sharing to the SCP Skype ID. A jury picked the 8 best finalists, who were split into 2 groups to attend a GVC with Chaucee and Cosmopolitan UK fashion stylist Holly Coopey to get tips on how to complete their final look. Viewers then had to vote for their favourite style. By giving the reasoning behind their vote via IM they could triple their chances of winning. The Boyfriend Jeans Challenge
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©2016 COPENHAGEN LONDON +45 3333 7091 Copenhagen Kristianiagade
8, 4th floor, 2100 Copenhagen Ø +44 20 3004 4739 London 353-355 Goswell Road, EC1V 7JL THANK YOU