Chris Ward 1GOAL (World Cup 2010 Legacy)
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Chris Ward1GOAL (World Cup 2010 legacy
Comic Relief
London 2012 (legacy)Coffice
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My experience comes from ‘discovering’ Friends Reun
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Now Global Digital Comms Director of World Cup 2010 l
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a one-day summit focusing oncreative, cost-efficient
communications
Boring….?
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HOW TO BE NUMBER 1 – A TOP•
•
So a chart run down….
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BEFORE YOU DO ANYTHING
REMEMBER•
•
Before you even launch…
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HAVE ONE SINGLE GOAL
Know what you want to achieve:
•
• Raise money?• Get 30m supporters?• Get people to join?
•
• One thing and very simple
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REALTIME IS THE NEW PRIMETIM•
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GIVE UP CONTROL..AND STILL W•
Don’t try to moderate what people think of you..
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PEOPLE DON’T REALLY CARE ABOUT YPRODUCT(OR YOUR GREAT IDEAS
THE GRAPH OF ENGAGEMENT FOR THE MOST
SUCCESSFUL FUNDRAISING EVENT IN UK HISTOR
They care for the same time it takes to pass a car cras(A reverse long tail) don’t start too early
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ONLY DO WHAT YOU DO BEST
• And nothing else (be open and out for the
• Only write something if you can imagine sretweeting or linking.
•
•
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THE REAL WORLD IS STILL THE BIG DRIV
• PR
•
• Old media: TV, Radio, newspapers, teleph
•
•
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•
BEFORE YOU LAUNC
(or relaunch)•
•
•
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READ•
•
Two great books…
•
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BECOME A COFFICE WORK•
•
e best working environment, enabling you to be in tune with your consum
RUN A GREAT CAMPAIGN BEFORE ANY
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RUN A GREAT CAMPAIGN BEFORE ANY KNOWS IF YOUR PRODUCT IS ANY GO
•
Run a campaign based on the ‘anticipation’ of your release…that revers
IF THE PRODUCT IS NO GOOD
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IF THE PRODUCT IS NO GOOD CHANGE JOBS…OR SIDES
•
•
ave to have a great product: Obama, Friends Reunited, Facebook, Twitte
Get yourself a great villain
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Get yourself a great villain•
•
Bush, Cowell, Poverty
•
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BE RELEVANT•
•
Use facts that are relevant to peoples everyday lives
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•
GO – FOR LAUNC•
•
•
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MANUFACTURE SUCCESS•
•
Create a viral loop (or at least read the book and give it
•
GET SOMEONE BETTER THAN YOU
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GET SOMEONE BETTER THAN YOU TO DO YOUR JOB
•
You need to be in the inner circle to really achieve succ
•
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TWEET•
•
Followers of new tech in comms are the best sheep to follo
•
ENABLE JOURNALISTS TO SHOW
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ENABLE JOURNALISTS TO SHOW •
•
With FR we enabled journalists to show off to their old schoo
•
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Go Go Go – something live every
•
•
•
• 77 X1DAY for 1GOAL
• 42 Red Nose Days….•
• Momentum!
GO TO THE PUBLIC
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GO TO THE PUBLIC - THEY WON’T BE BOTHERED TO COME T•
•
ngage fully with consumers where they first come across you – don’t ex
Work with people already
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Work with people already doing what you want to do
•
•
arties to get their ‘fans’ to ‘JOIN THEM’ in supporting you (not click throu
RIP SOMEONE OFF
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RIP SOMEONE OFF
GET SOMEONE TO RIP YOU OFF
• LOVE CELEBS (EVERYONE ELSE D
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• LOVE CELEBS (EVERYONE ELSE D•
•
Putting Moyles on our FB page (instead of logo) doubled t
•
SHARE
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SHARE•
•
d enough for you to use – let all your supporters use it also – videos & p
•
BE BORING
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BE BORING•
•
Make sure everything works on every platform at every sp
•
BE FLEXIBLE
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BE FLEXIBLE•
•
Must be able to amend your approach or direction quicif demand calls for it…
•
BE REAL
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BE REAL•
•
Have to have ‘real’ stories / examples (ideally in real time) for people to
THROW ENOUGH MUD
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THROW ENOUGH MUD•
•
now what ‘IS’ going to work – so you have to try everything – but you can
•
USE CHILD LABOUR
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USE CHILD LABOUR…•
•
They don’t know any different (you do!).And they are good at PowerPoint…