3. AGENDA
3)What’s important?
4)Yes we can, the Will.i.am story & video
5)Societal projects
6)Societal media and social media go hand in hand
7)Natural viral empowerment
8)Can you link business objectives to societal media?
9)Belgian case to be launched: give kids a chance
10)Red het bos – Sauvez la fôret
11)Actual: livestrong – Lance Armstrong
12) Questions & answers
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5. About LBi
The leading digital agency in Europe ... >160M turnover... >1500 employees...
12 Countries... 35 offices... Vision... Values... Brand... Awards…Products...
Nice ... but it doesn’t really matter!
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6. About your company/organisation...
Turnover... Number of employees... Number of countries... Number of
offices... Vision... Values... Brand... Awards… Products...
Yes, it’s important, but does it really matter?
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7. If our/your company data
doesn’t matter...
What ?
Does
?
…WHAT
Yes, We Matter?
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8. YOUR
CUSTOMER
And...
He wants to have fun.
He wants to get added value.
He even wants to be part of a community... and get engaged
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10. The 'Yes We Can' video on YouTube was not made by the Obama campaign, but by hip hop star
Will.i.am who produced it and uploaded it onto the Web. The video quickly went viral, and before
November 4th 2008, it already had been viewed 20 million times. Today, the video is viewed
over 150 millions time and it recently won an Emmy award!
Powerful Democracy 2.0 tools are transforming politics and may soon bring profound changes to
the way governments (& organisations) interact with citizens.
A new era of e-democracy and e-government is dawning.“
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11. The Emmy Winning video "Yes We Can" is a collage style
music video inspired by a speech delivered by Barack
Obama following the 2008 New Hampshire primary,
derived from similar union catch cries. The song was
released on February 2, 2008 by the Black Eyed Peas
member will.i.am on Dipdive.com and also on YouTube.
YES WE CAN was bestowed an Emmy for Outstanding
New Approaches - Entertainment at the 35th Annual
Daytime Creative Arts and Entertainment Emmy Awards
Ceremony on June 13th 2008
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19. Why?
Mankind is societal in nature
We don’t see it as a commercial
objective
Positive, engage, involve, empower
It’s often also user-generated
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22. With some nice advantages as a result:
a better natural indexing in
Search-Engines (free SEO!)
People love to show they’re societal
This enhances the viral efforts
Buzz creation
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23. 6. Can you link business
objectives to societal media?
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24. Yes, we can
Enhance the values of your company
(branding)
Smack up your image
Boost business objectives by creative use of
social media
Find & empower brand advocates to support
your cause
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25. Knowing that, let’s go back ...
To the beginning of this presentation and the
“Yes, we can” video of Will.i.am
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26. The HOPE.ACT.CHANGE. Website (launched feb 2008)
Inspired by Barack Obama's vision of change and collective action, LBi was brought into this ground-
breaking project by will.i.am <http://will.i.am> , musician, producer and lead singer of 'Black Eyed Peas',
and Jesse Dylan and Mike Jurkovac, the filmmakers behind the video.
As the artist and filmmakers were conceiving and creating the "Yes We Can" song and video - which went
on to over 20 million views on the web - they challenged LBi to build a website that would bring people into
the effort to express their support of change in America.
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27. The HOPE.ACT.CHANGE. website
We took our experience with Social Media and applied it to develop an innovative and visually stunning
web site that gives life to community action and inspiration. Integrating user-generated content into the
fabric of the "Yes We Can" music video, LBi created an interactive experience that visualizes the way the
individual can bring about change and show their support for Barack Obama.
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28. The HOPE.ACT.CHANGE. website
By uploading their photos and videos to the site, or tagging their Flickr photos with "hopeactchange", their
content becomes a component of a virtual mosaic that overlays the video playback. Supporters all over
America and around the world have become thumbnail pieces of the video, adding their voice to the new
HopeActChange movement. They can share their stories of inspiration and connect with other members of
the site. We also have featured celebrities, musicians, artists and digital innovators who have contributed
their efforts to the site. There are now thousands of members and an active, growing movement that is
being evolved daily by the community itself.
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29. 7. Give kids a chance
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30. The project
Raise 100.000€ for children in problematic situation
100% online campaign
Possibility to donate
Free media space offered by the sector
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33. Social Media integration
Status updates
Donation fact & figures
Mentioning important gifts (companies)
Blog contributions
…
Beside that, we’ll create, within the action, “social
ambassadors” from the contributors. In the
process of donation, contributors will receive “a
free gift” (a picture) that they will be able to offer
to a friend
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34. 8. Red het bos – Sauvez la fôret
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36. The project (Makro)
Main objective: Reduce off-line folder usage & cost
Use of a societal element (our environment) to connect
to the audience
Use of an icon we all know (Mr. de Uil – Mr. L’Hibou)
Viral : send someone a personalized video (an owl)
(text to speech technology)
Social Media: Facebook fanpage
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40. The project (Livestrong)
Cancer survivorship programs
Objective: to raise as much money as possible
Use of a societal element (our health ) to connect
to the audience
Empowered by a personality we all know :
Lance Armstrong
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41. The project (Livestrong)
in-depth social media use: Facebook, Twitter, Blogs,
YouTube, Flickr, MySpace...
Strong call to actions: donate, get involved, ...
Several Co- sponsorships: Nike’s wearyellow.com
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45. Listen to & join their conversations
Build honest relationships with your audience / customers
Start an ongoing
dialogue with your
customer
Search for Brand Advocates and empower them!
Evolve, Engage and empower your communities
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46. Thank you!
Now we want to listen to you...
Answer your questions ...
And start a dialogue!
Contact:
LBi Belgium : www.twitter.com/LBi_Belgium
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