The Rabbits come to Leicester - 29/11/11

@dirktherabbit@brideyrae@catturner

The job of PR and advertising used to be pretty straight-forward

Fast forward 20 years, this is today’s story cycle

Ten stats & trends to put

the changes in consumer

behaviour in perspective

Print newspaper readers are becoming an extinct speciesLast year the equivalent of Glasgow stopped buying a national daily paper

Year on year daily newspaper sales are down 600k - this is part of a long term trend which saw the UK

print newspaper market shrink by 21% and the US by 30% between 2007-2009 (OECD)

Trust in online media is rising at the expense of traditional media trustSocial media trust - 36% vs 33%Print newspaper trust - 34% vs 46%(OFCOM - NB, pre hacking scandals / trust in online news highest)

Not only do more consumers now get their news online - they pay more attention to it(% of an article read - online news / tabloid / broadsheet)

77% 57% 62%

Media stacking means less TV ad eye balls + more running commentary on what’s being seen

20% of media time is simultaneous - 16-24 year olds in particular fit 9.5 hours of media time into 6.5

hours of actual time

Attention spans - Computer use / gaming is high,

live radio and TV is low

When it comes to deciding what to buy - online users trust each other (For product info, 63% prefer consumer ratings, 50% a company website, 15% a company’s Facebook page)

They may not trust your Facebook page, but they do trust the super-fans and advocates on it

Super-fans and advocates are:◦ 70% more likely to be seen as a reliable source of

information Increase conversions by 166% through content amplification and referrals

◦ Reduce the cost of overall product support by 60%◦ Are 50% more likely to create content that

influences a purchase◦ Are 83% more likely to share information

Socially engaged customers spend more

“Customers who engage with companies over social media spend 20 percent to 40 percent more money with those companies than other customers.”

Women - especially mothers - are increasingly social media power users

In the ‘EU5’ women aged 45-54 spend twice as long on social media as their male counterparts, and show the

second highest usage patterns overall

“Social moms” are more likely to post a status update,

comment or follow a brand

When customers walk in-store chances are they are looking at their phones, not the displays

The standard for replying to customers online is now as low as ten minutes

2010 - US Red Cross says the expected

response to an ‘emergency’ on social

media is an hour

2011 - Hurricane Irene, JetBlue

manages responses in an average of 11

minutes, Delta in 14

About Rabbit

We are a social media ideas agency affiliated with top ten ad agency:

We find clever ways in which online social tools can be integrated into

brands’ communications strategies

So far this year we’ve won six awards for our work

including the CIPR Excellence Award for the Best Use of Social Media

This is what we do...

This is who we’ve done it for

These are some of the results

bmibaby #myeurope (Instagram)

About bmibaby

A small (fleet of 13) UK based low fares airline

Flies to 35 European destinations

Uses size to its advantage - wants to put the fun in

flying and inspire customers to travel

The rise of Instagram

Photo sharing social network

Approaching 13 million users worldwide

Works on “iDevices” (iPhone, iPod Touch, iPad), but Android

version in the works

Almost the same no of users as Foursquare,

which is cross-platform. Gained in Half the time

Instagram

• Not just the usual suspects!

• Highly engaged community

• Instagram etiquette

• Integrates: Twitter, Facebook, Tumblr, Foursquare, Flickr, Posterous - the fastest growing photo-sharing source on Twitter

• Early adopter brands embracing: Starbucks, Burberry, ASOS, Moby

• In airlines - BA present, using mainly as visual news feed. easyJet created feed 6 months ago, but has done almost nothing

Instagramers or ‘Igers’

150 Instagramer communities (and growing

every week)

Users identify themselves as part of these regional communites by tagging

their pictures eg #IgersLondon

Coordinated by the main Instagramer feed run by

@philgonzalez

Presence on Twitter, Facebook and offline

Instameets

Creative challenges!

Creative challenges are common

Launched by users, community feeds and

brands

Simple, to avoid language and tech barriers

Often hashtag lead

My favourite: @joshjohnson

Bringing Instagram to life outside of the app

• New apps, browsers and tools every week!

• Instagram edit suite: Iris, Square Ready, Phonto

• Evaluation: Statigram (private message functionality)

• Browsers: Instagallery, Instagrid and Webstagram

bmibaby & Instagram communities: The Idea

• Working with a different regional Instagramer feeds each month we ask the communities to help us create visual inspiration guides in exchange for flights!

• Simple message: Tag the beautiful sights of Italy to win flights! (followed by Germany, Holland, now Switzerland)

• Each month a different priority route focus

• The community decides the monthly winners

• Feed set up

• Regular Content

• Cross post to existing social channels

• bmibaby community tag: #bmibabygram

• Started building relationships with Instagram community managers

Getting started: the bmibaby feed

Show us the beautiful sights of Italy! #MiaItalia

Who won? They decided!

Followed by Germany, Holland, Switzerland

Visual inspiration guides

Sit on the bmibaby blog - guides filled with user-

generated photos, 16,000 so far!

Some results

• 15,000 pieces of individual (visual) content uploaded and tagged so far

• Media and online pick up / coverage

• Extensions into real world events - we are hosting Europe’s 1st Instagram exchanges and took part in Europe’s 1st Instagram exhibition

• The cost? Very little, generally flights and expenses

Why did this campaign work?

• We worked with an existing community rather than just release a competition out into the wild. We won their trust to avoid looking like another brand jumping on the latest bandwagon

• There is a brand tie-in (bmibaby countries, the idea of travel and discovery), but bmibaby didn’t over brand it - for example neither #mygermany or #miaitalia has bmibaby in the name

• It is long-term and given time to work, rather than a tactical ‘one hit wonder’ - more countries are coming up

• Extensions beyond Instagram - the visual inspiration guide, used for PR / press, fed through bmibaby’s other social feeds

• A benchmark of how successful this has been: Each #jj_forum (one of the most famous IG comps, running worldwide) gets around 3-4k tags, the same as #miaitalia. Moby launched a micro-site encouraging fans to tag pics #destroyed - acres of publicity, 1700 tags

Any questions, get in touch!

Dirk, Bridey or Cathello@therabbitagency.com

@therabbitagency0208 123 9541