Interesting powerpoint about social media.
Also this:
http://www.grammy.com/videos/social-media-summit-the-importance-of-staying-connected
Tuesday, February 2, 2010
Social Media Campaign: The Pepsi Refresh Project
Project Name and URL:
The Pepsi Refresh Project (http://www.refresheverything.com/).
Facebook
Twitter
Location & Creator/Author/Organisation:
Pepsi.
Media and how it is used:
Instead of using tv advertisements which is the norm for Pepsi especially for the SuperBowl, Pepsi has decided to invest in social media of up to $20 million dollars. The idea of the project is that users are able to submit their ideas through their main website about ways they could change/ make the world a better place which is what the funding is going into. Facebook and Twitter accounts are also maintained to update the contestants of the current voting poll as well as encourage a broader community to participate in the voting itself.
Points reflecting on its success:
Though it has not come to fruition, the event has attracted over 305,000 fans on Facebook and over 20,000 followers on Twitter as of now. Interesting approach to social media campaigning about other potential campaigns which are worthy of funding.
The Pepsi Refresh Project (http://www.refresheverything.com/).
Location & Creator/Author/Organisation:
Pepsi.
Media and how it is used:
Instead of using tv advertisements which is the norm for Pepsi especially for the SuperBowl, Pepsi has decided to invest in social media of up to $20 million dollars. The idea of the project is that users are able to submit their ideas through their main website about ways they could change/ make the world a better place which is what the funding is going into. Facebook and Twitter accounts are also maintained to update the contestants of the current voting poll as well as encourage a broader community to participate in the voting itself.
Points reflecting on its success:
Though it has not come to fruition, the event has attracted over 305,000 fans on Facebook and over 20,000 followers on Twitter as of now. Interesting approach to social media campaigning about other potential campaigns which are worthy of funding.
Interesting Case Study: DUMBO, Brooklyn
DUMBO (Down under Manhattan Bridge Overpass), Brooklyn, NY from Empire-Fulton Ferry State Park.Project Name and URL:
DUMBO, Brooklyn, NY (http://dumbonyc.com/).
Short History:
DUMBO is was previously known as a location for its access to the dock with the rise of factories and warehouses during the 1880's. Since the 20th Century where money became a barrier for the house market, more artists during the 1970's moved to DUMBO where large warehouses were inexpensive to rent in comparison to Manhattan Island across the bridge. The name DUMBO was coined around 1978 by current residents believing it would aid in deterring developers adding the O (Overpass) to the acronym DUMB (Down under Manhattan Bridge).
Currently:
Today, DUMBO is well-known for it's creative hub of new and emerging creative artists and unique sense of style: The area is "industrial, but artsy, and seems to be on its way up." Mike Colton.
The area is still under construction with areas still being in the process of transition also known as an entrepreneur's sanctuary, with boutiques, trendy cafes, art galleries, unique bookstores and more. Some tech. startups in DUMBO include: Carrot Creative - a social media firm, Drop.io - an online collaboration tool, and Big Spaceship - a digital creative agency to name a few.
Points of possible transfer to the Newcastle context:
One interesting point from this article was the coining/ branding of the area that gives this neighbourhood a sense of 'exclusive identity' that is light-hearted and humourous.
Short History:
DUMBO is was previously known as a location for its access to the dock with the rise of factories and warehouses during the 1880's. Since the 20th Century where money became a barrier for the house market, more artists during the 1970's moved to DUMBO where large warehouses were inexpensive to rent in comparison to Manhattan Island across the bridge. The name DUMBO was coined around 1978 by current residents believing it would aid in deterring developers adding the O (Overpass) to the acronym DUMB (Down under Manhattan Bridge).
Currently:
Today, DUMBO is well-known for it's creative hub of new and emerging creative artists and unique sense of style: The area is "industrial, but artsy, and seems to be on its way up." Mike Colton.
The area is still under construction with areas still being in the process of transition also known as an entrepreneur's sanctuary, with boutiques, trendy cafes, art galleries, unique bookstores and more. Some tech. startups in DUMBO include: Carrot Creative - a social media firm, Drop.io - an online collaboration tool, and Big Spaceship - a digital creative agency to name a few.
Points of possible transfer to the Newcastle context:
One interesting point from this article was the coining/ branding of the area that gives this neighbourhood a sense of 'exclusive identity' that is light-hearted and humourous.
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.
.
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.
.
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.
Rethink Afghanistan (http://rethinkafghanistan.com/petitions/state-of-the-union/).
YouTube
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.
Monday, February 1, 2010
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.
The High Line (http://www.thehighline.org/).
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.
Sydney Festival 2010 (http://www.sydneyfestival.org.au/).
Blog
Flickr
YouTube
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.
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