Social Media Campaign: Save "Screen on the Green"

Project Name and URL:

Save "Screen on the Green" (http://www.foogli.com/SOTG.html).
Facebook

Location & Creator/Author/Organisation:
Washington, DC. Jesse Rauch.

Media and how it is used:
Information website and Facebook group to rally supporters and update subscribers with news to save the outdoor theatre for another year after the gov't was unable to fund the project.

Points reflecting on its success:
Reasons to save the ‘screen on the green’ are succinct and persuasive which appeal to the community residing in Washington in particular. Also current updates about progress achieved it was able to accomplish in 2009. However it is still currently trying to save it in 2010 as there are still little funds for it to stay as of yet.

Points of possible transfer to the Newcastle context:
A unique identity base people can look up to as a great cause to be involved in and back up as a whole community - a sense of togetherness they are trying to achieve as part of their culture/ heritage.

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Social Media Campaign: Rethink Afghanistan

Project Name and URL:
Rethink Afghanistan (http://rethinkafghanistan.com/petitions/state-of-the-union/).
Facebook
YouTube
Twitter

Location & Creator/Author/Organisation:
Press Contact Martha de Hoyos.

Media and how it is used:
A Blog and a petition has been posted online as well as a recent Ustream which will air Cost of War - an anti-war documentary with a question and answer session after the movie leading up to the State of the Union. Facebook, Twitter and YouTube are also other media outlets in which they use to provide current events and updates to the campaign.

Points reflecting on its success:
Participation between the campaign followers and the organiser in petitioning for this cause as well as the regular updates to inform the public about what they're trying to achieve in the end/ purpose.

Points of possible transfer to the Newcastle context:
Integration of video interviews possibly before/ after the festival from keynote speakers about the project.

Social Media Campaign: The High Line

Project Name and URL:
The High Line (http://www.thehighline.org/).
Facebook
Twitter

Location & Creator/Author/Organisation:
The High Line in Chelsea, NY owned by the City of New York. Designed by Diller Scofidio + Renfro architecture firm.

Media and how it is used:
Blogs posts were frequently posted with the initial campaign to 'Save the High Line.' The High Line previously used to distribute meat to the meatpacking district in Chelsea along the west side of Manhattan is now a public elevated park retaining the main structure of the High Line itself. It is a unique park in comparison to other parks in Manhattan such as Bryant Park and Central Park making it a valuable landmark in New York City. In the community's bid to help save the High Line and during it's First phase which opened recently in 2009, Facebook and Twitter pages were created to reach a larger audience with the potential of donations from the public, as well as videos, photos of the newly refurbished High Line. Advertisements were also placed on trains to inform the public of the project.

Points reflecting on its success:
The High Line has been very successful in every sense of the world which has attracted people all over world with a large array of coverage, and articles in magazines such as TIME, New York Times and architectural reviews.

Points of possible transfer to the Newcastle context:
Possibly creating an interactive webpage documenting progress of the Renew Newcastle stores which tie in other social media outlets as a whole with regular updates and mappings on Google Maps to track current events/ projects involved.

Social Media Campaign: Sydney Festival 2010

Image from http://www.sydneyfestival.org.au/

Project Name and URL:
Sydney Festival 2010 (http://www.sydneyfestival.org.au/).
Blog
Facebook
Flickr
YouTube
Twitter

Location & Creator/Author/Organisation:
Sydney Festival 2010

Media and how it is used:
Thematic approach
Sydney Festival 2010 has adopted the new yellow balloon as a unifying theme/ emblem which represents "symbol of hope, optimism, renewal and ideas." Image and directly quoted from: (http://www.sydneyfestival.org.au/2010/Media/Festival-News/Welcome-to-Sydney-Festival-2010/).

Flickr, YouTube, Facebook and Twitter are used as well as a blog to document and keep Sydneysiders updated and informed about the event from start to finish with Festival clips and scenes.

Optus Festival Buddy - A Mobile Site and iPhone application (download via iTunes) was launched in conjunction which enabled festival goers event information on-the-go, event planners, view image galleries and videos, purchase tickets and much more.

Points reflecting on its success:
The media coverage and documentary of the festival (as well as the preview video/ behind the scenes footage) enables festival goers a chance to sneak preview what Sydney Festival 2010 is all about building up excitement. Through the new approach and use of social media it has enable Sydney Festival 2010 to be a successful annual 'must-go' event for Sydneysiders.

Points of possible transfer to the Newcastle context:
Usage of social media to amalgamate and appeal to different networks as well as the use of a handy and readily available mobile application which informs the public of events, what Renew Newcastle is about/ how they're helping the community and if possible, donation links through SMS.

Social Media Campaign: Avatar Movie

Image from http://www.avatarmovie.com/.

Project Name and URL:
Avatar Movie (http://www.avatarmovie.com/).
Facebook
MySpace
MTV
Twitter
UStream

Location & Creator/Author/Organisation:
Directed by James Cameron.

Media and how it is used:
Blogs posts are frequently updated with 'photo journals' across major social media tools on Facebook, Twitter, and MySpace.

Interactive trailer
An interactive AdobeAir Application is used to design a sophisticated trailer which pulls together Avatar's Flickr, YouTube and Twitter feeds as well as character profiles in between briefs movie stills through the movie progressively. Image from http://www.avatarmovie.com/air/

They also had MTV and Facebook to host a Webcast called 'Avatar Live' between the lead actors Sam Worthington and Zoe Saldana with director James Cameron on the 3rd of December.

Lastly the premiere of the movie was broadcast live via UStream.

Points reflecting on its success:
The interaction between the movie production team and audience/ fans generated a massive buzz for the film leading up to it's premiere successfully by tying in different social media outlet streams online giving the fans extras. On the Official Avatar Facebook page it has accumulated over 650,000 fans and grossed $77 million over its opening weekend with the initial release of IMAX 3-D in a limited number of cinemas. It is also the highest grossing movie of all time with an enormous $2 billion as well as record breaking advance screening sold online at Fandango.

Points of possible transfer to the Newcastle context:
Possibly creating an interactive webpage documenting progress of the Renew Newcastle stores which tie in other social media outlets as a whole with regular updates and mappings on Google Maps to track current events/ projects involved.

Researching Social Media Campaigns

The above image is courtesy of http://mashable.com/2009/06/02/seaworld-social-media/

Project Name and URL:
Worlds Of Discovery – Seaworld and Busch Gardens Photo Adventure. (http://myphotoadventure.com/wod-fbc/).

Location & Creator/Author/Organisation:
International, created by Buddy Media.

Media and how it is used:
Facebook and iPhone application where two pictures are displayed side by side and the user is asked to identify five differences within a given time limit. Along the way users have the option to link to and become fans of various Sea World theme parks around the world that are displayed in the images.

Points reflecting on its success:
The users score is shared with friends and broadcast on the live feed page as part of a competition, thereby increasing the exposure. Within days the application and fan pages were added by over 500,000 users and accessed by millions of others.

Points of possible transfer to the Newcastle context:
Possibly creating an application that uses a similar picture difference method however, the images are of the various Renew Newcastle shops. Thereby broadening the exposure of the shops, their location, and products, and also linking to the Renew Newcastle blog.
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The above image is courtesy of http://fiestamovement.com/

Project Name and URL:
Ford Fiesta Movement. (http://fiestamovement.com/).

Location & Creator/Author/Organisation:
United States of America, created by Ford.

Media and how it is used:
To promote the new Fiesta, Ford has given 100 brand new cars to various “social agents” for free in the hope that they will test the cars over a 6 month period and report through various online methods including Twitter, YouTube, Flickr, Facebook, blogs, and events. Ford has also withheld from spending any money on more traditional media advertisements.

Points reflecting on its success:
Towards the end of the six month trial period the figures stand at approximately 4.3 million YouTube videos, 500,000+ Flickr views, 3 million+ Tweets, and 50,000 interested potential customers, 97% of which don’t currently own a Ford.

Points of possible transfer to the Newcastle context:
Possibly utilising a similar trial period with various products that are sold within the Renew Newcastle shops, whereby samples will be given to the public both in the city and the suburbs and they are required to report on various aspects of the product through social networking avenues. ______________________________________________________________________________________

The above image is courtesy of http://www.redcross.org/

Project Name and URL:
Red Cross Haiti Earthquake Appeal. (http://www.redcross.org/).

Location & Creator/Author/Organisation:
International, created by the Red Cross.

Media and how it is used:
Through Twitter and an mobile phone SMS campaign the Red Cross appealed for donations to help those affected by the Haiti Earthquake.

Points reflecting on its success:
Within the first 48 hours the Red Cross raised over $4 million from Twitter and SMS donations alone.

Points of possible transfer to the Newcastle context:
Possibly utilising a similar social network and SMS system to alert the Renew Newcastle operators of various sites that are available for lease or for funding and donations to refurbish sites in order to ready them for occupation. ______________________________________________________________________________________

The above image is courtesy of http://www.facebook.com/skittles

Project Name and URL:
Skittles social media experiment. (http://www.skittles.com/).

Location & Creator/Author/Organisation:
International, created by Mars Confectionaries.

Media and how it is used:
Mars has turned the entire site into a huge social media experiment by displaying a navigational overlay on the Skittles.com homepage. The overlay displays a Twitter search page for the word “skittles” with further navigation options to link to videos on the Skittles YouTube channel, or photos on the Skittles Flickr stream, or a friends link to the Skittles Facebook fan page.

Points reflecting on its success:
The Facebook fan page grew from 500,000 fans to over 3.6 million+ fans over the duration of the experiment, which is still currently running.

Points of possible transfer to the Newcastle context:
Possibly adding a function similar to this to the Renew Newcastle website with a pop up navigational overlay with direct links to the various Renew Newcastle projects and linking to further information of exhibitions, videos, photos, etc.
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The above image is courtesy of http://bemoneyconfident.com/febusave/

Project Name and URL:
Febusave. (http://bemoneyconfident.com/febusave/about.php).

Location & Creator/Author/Organisation:
Australia, created by ANZ Bank.

Media and how it is used:
ANZ Bank has created a program to help Australian women save money as it noted that 45% of women had saved less than they hoped to in the last 12 months and 51% of women would last less than three months on their current savings if they lost their job. The program aims to get women saving money during the month of February and continue on throughout the remainder of 2010, with the opportunity of winning a $5,000 prize.

Points reflecting on its success:
The program has a facebook fan page and also can be followed on Twitter, Delicious, Digg, ans Stumble Upon. Currently 167 people have given up driving to work, 376 are giving up snacks, 494 are giving up coffees, 1613 are not buying lunch, 217 have given up buying shoes, 1500 have given up shopping, 102 have given up taxis, 105 have given up presents, 309 have given up pampering, 928 have given up eating out, 769 have given up treats, 376 have given up snacks, and a total of 6603 have joined the program.
Points of possible transfer to the Newcastle context: Possibly creating a similar initiative for property owners to pledge their property for lease to the Renew Newcastle initiative.
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The above image is courtesy of http://www.yiyinglu.com/sc/illustration

Project Name and URL:
Fail Whale. (http://www.yiyinglu.com & http://www.zazzle.com/failwhale)

Location & Creator/Author/Organisation:
Australia, created by Yi Ying Lu.

Media and how it is used:
The Fail Whale was made famous by Twitter during a period of downtime. The image was sourced from iStockPhoto, however the original designer was not well referenced. It wasn’t until the Fail Whale Zazzle store was opened that the original designer of the logo began to receive the recognition she deserved through the increased promotion of the logo through the sale of t-shirts. This inevitably triggered a world wide trend and Yi Ying is benefiting from profits from the shop, sales of her prints, and future design work.

Points reflecting on its success:
The Fail Whale fan club actively supports the store and since the discovery of the original designer and the inception of the store and the fan club there has also been the addition of a facebook fan page and numerous tweets and home made variations to the design. The Zazzle shop has made approximately $4200.00 from the 12,000+ visits they've receivedand the Facebook fan group currently has 3154 fans.

Points of possible transfer to the Newcastle context:
Possibly the creation of a powerful logo to accompany the Renew Newcastle shopfront advertising and also a series of t-shirts with the logo and specific shop details printed on them, or carry bags etc that display the new logo.

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The Social Media Campaign - An Explanation

The following image speaks a thousand words in regards to a definition of social media campaigns.


The image above and the points below are courtesy of Laurel Papworth (laurelpapworth.com) and Gary Hayes (personalizemedia.com).

INVOLVE - listen to, live the social web, understand it, this cannot be faked.
CREATE - make relevant content for communities of interest.
DISCUSS - no conversation around it, then the content may as well not exist.
PROMOTE - actively, respectfully, promote the content with the networks.
MEASURE - monitor, iteratively develop and respond or be damned!