Paddington Bear and Meltwater Buzz
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Transcript of Paddington Bear and Meltwater Buzz
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Paddington BearTM
&
Paddington Bear TM ©Paddington & Co Ltd 2012
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The Story Behind Paddington
• The first book was published almost 54 years ago in October 1958
• This was followed by the first television series in the mid-1970s
• A successful merchandising programme developed out of this
• The books have been translated into 40 languages, the tv series have aired in over 100 countries and products are sold worldwide
• Paddington is a global brand with international appeal
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Maintaining Paddington’s Popularity
• Paddington’s success has been built on the foundation of the books
• Paddington stays in touch with his fans
• Paddington moves with the times
• Paddington has kept his integrity
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Paddington and Social Media
• Facebook is an ideal way for Paddington to talk to his fans
• Finding the right “voice” for Paddington was of key importance
• Paddington was keen to do it himself until he discovered how difficult it is to type with paws!
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Paddington and Buzz
We use Buzz for engaging and monitoring. It helps us to:
• Talk to Paddington’s fans in an efficient manner
• Find out what people are saying about Paddington
• Pick up on new stories
• Analyse trends
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Engaging With Paddington’s Fans
• We chose 24 different images of Paddington
• Using the calendar function on Buzz we timed each one to upload on a daily basis
• Each photo told a simple story leading up to Christmas
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• The Advent calendar was a huge hit with all of Paddington’s followers
• Everyone started looking forward to seeing the new photo each morning
• Many people shared the story and our fan base increased
Engaging With Paddington’s Fans
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Listening to Paddington’s Fans
i always loved you paddington xx
Dear Paddington, I'd like to know if you plan to visit your homeland Peru. I hope you can visit. Darkest Peru isn't darkest anymore.
Your stories are my all-time favourite and I couldn't begin to imagine my life without Paddington.
Hello! Quick question - has a 2012 Paddington calendar been published? I'm desperately seeking one for my grandma! Thanks.
Soy peruano como Paddington, me alegro por el cariño que le tienen al osito ;) saludos desde Perú :)
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An extract from our daily report ….
Picking Up Useful Information
… led us to this page
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Keeping Ahead of the News
We picked up this story … … and shared it with Paddington’s fans
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Keeping Ahead of the News
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Looking at the Results
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Paddington BearTM &
zzz …zzz …
zzz …
zzz …