Here are all of the posts tagged ‘events’.

The search for Team Volcanicity is on!

by Amy Hambridge in News

Are you a spontaneous type who thrives on adventure and new experiences? A self-confessed social media addict who loves taking and sharing photos too? Well, you’d better listen up!

Volvic are on the hunt to find top-class, naturally bursting with life Content Creators to form part of Team Volcanicity 2013.

Team Volcanicity: The search is on...

As you may have read in Marketing, we’ve recently launched a facebook app for Volvic UK which allows fans to apply to become part of the 2013 team who’ll be responsible for bringing ‘moments of Volcanicity’ to the masses, by capturing photos and sharing the scoop from festivals, gigs and trips up and down the country live on the Volvic UK facebook wall.

Team Volcanicity Facebook App

Those lucky enough to be selected will be supplied with a state-of-the-art camera plus funding towards adventures, or, exclusive access to some of the hottest gigs and events of the year.

To enter, fans simply have to upload a photo which expresses their Volcanicity along with a short description of what their idea of the best 2013 ever would be.

Entries are being accepted up until midnight on Friday 8th February (so if this is your thing, there’s still time to enter!).

In order to drive as much reach and engagement of the campaign as possible, Volvic are asking facebook fans to vote on their favourite competition entries. Those who vote will be entered into a weekly prize draw to win a Red Letter Day voucher so that they can choose an awesome Volcanicity experience of their choice.

Voting closes at midnight on Thursday 14th February and the top 5 entrants with the highest number of votes will be fast tracked to the next stage in the selection process, by-passing the judges. The remaining finalists will be selected based on the amount of Volcanicity expressed in their entry photo, in addition to whether the description of what their idea of the best 2013 is catches the panel’s attention.

Volvic are asking their Facebook fans to vote on their favourite entries

One of the challenges which was put to us before launching this campaign was to make sure we help Volvic’s facebook fans to understand what ‘Volcanicity’ actually is…and because we love a challenge, we gladly accepted it. The output?  Well, from the beginning of this year, not only did we ensure the facebook content was actively engaging fans with light-hearted ‘Volcanicity’ related games and updates, but we also reached out and secured 3 influential bloggers, who already demonstrate Volcanicity on their blogs, to introduce to the Facebook community as Team Volcanicity’s Founding Members

Guess the word: Volcanicity Game

We’ve already started sending our Team Volcanicity Founding Members on trips and adventures to capture content to share on the Volvic UK facebook page.  We’ve been posting their content daily to firstly build buzz around the types of activities and events fans could take part in if they’re selected as part of the final team and, secondly, to demonstrate the sort of content we’re looking for from our entrants.

Introducing the Founding Members of Team Volcanicity

The quality of the entries so far have been really promising – there are definitely people out there who are already capturing moments of Volcanicity as part of their every day life, and it’s these people who are likely to be winning their ticket to the next round in the selection process.

What’s really exciting about all of this, is that finding the team is just the beginning for Volvic. The big idea behind the campaign is to be one of the first brands to put the Facebook content in the hands of the fans.

As we know, Facebook is pushing brands to deliver content that’s as relevant as the status updates we see from our friends. Ultimately, Team Volcanicity will become the page’s Community Managers, so that the content which is posted is much more likely to resonate with their peers and drive engagement.

The launch of the Team Volcanicity campaign has been a great kick-start to the year for Volvic – be sure to check out the Volvic UK page over the next few weeks to see who makes it into the final Team and follow their adventures as they bring Volcanicity to the masses.

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The Marmarati

by Nathan McDonald in News Google+

Update: We’ve posted an updated case study

One of the projects we’ve been busy with recently is the launch of a new, stronger variant of Marmite for Unilever. We’re very proud to be working on such an iconic brand, and really pleased our work has been so well received by New Media Age and that it has been included in Contagious Magazine’s Most Contagious 2009.

Here’s an overview of the strategy we developed to launch “MXO” exclusively through social media by engaging with the brand’s most passionate fans. Bear in mind that the launch is still in progress – in fact you have until midnight on Wednesday 16th December to make your application to join The Marmarati.

One of the exciting parts of this project is the way we were able to use social media to help Unilever develop the recipe for the final product – hats off to the Marmite team for making this happen, and enthusiastically joining in the theatrical experience. It’s great to get brand advocates actively participating in the product development and packaging design, as well as creating content for the launch campaign. And of course getting involved in the conversation.

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Social media in a Fluid State

by Nathan McDonald in News Google+

fluid state logo

We’re excited to be working with an innovative new food and drink festival called Towards a Fluid State. What is it exactly? Good question. As described by Urban Junkies:

Imagine a futuristic farmers’ market getting hit by a science lab and a truck full of the sexiest booze and food on Earth.

It’s presented by The Tasting Sessions, who’ve been creating unique and immersive experiences that are unconventionally radical compared to a traditional ‘tasting’. It’s an approach that generates plenty of conversation: not only about the events, but also the products that they showcase.

We’re big fans of the concept, especially as many of the principles apply to our work at We Are Social. Getting a group of interesting, influential people to learn about something firsthand in a memorable and immersive environment is a great way to get people enthusiastically talking.

A few weeks ago, a press and blogger briefing previewed some of the food and drink to be featured at the festival, with their trademark “slightly surreal, informative and lots of fun” attitude.


Photo by Jacqueline Chang (@jacquelinechang)

Some of the more ‘guerilla art’ marketing activity has been amplified into social media via Twitter, Facebook, and Flickr, whilst the festival blog serves as a hub for the online activity, and a platform to present the various fooddrink (including whisky, gincognac, sake, beer and wine), art and performance that are part of the multi-sensory and interactive journey into the Fluid State.

If you head to Dalston for the event (and we recommend that you do!) you’ll be better off getting your ticket online beforehand. As the Londonist puts it, this “upstart extravaganza” is “an especially tasty opportunity to have some fun”.

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Send us to SXSW!

by Robin Grant in News Google+

In typical style, I submitted two panel ideas to SXSW Interactive and have been too busy to write a blog post to ask you to vote for them. As the deadline is Monday, I figured I better pull my finger out…

So, ladies and gentlemen, without further ado, I submit for your appreciation and possible affirmation, the following:

Vote for my PanelPicker idea!The Death Of The Microsite And The Rise Of The Real-Time Web

Think about what you’ve spent your time doing online in the past week. How many microsites did you visit? How many branded flash animations did you watch? Calculate the mean answer for the entire world and you’ll probably arrive at a figure close to zero. But it’s a fair bet that you’ll have spent a significant proportion of time in social media. In the places that people choose to spend their online lives, constant interaction is the norm. But where does this leave the traditional model of brand websites?

Vote for my PanelPicker idea!Lost In Translation: The Nuances Of European Social Media

Europe is ahead of the US in terms of the consumer usage of social media, and yet little attention is often given to the nuances of what is on one hand is the world’s largest economy and on the other a collection of 48 countries with very different cultures. Find out why the blogging scene in Paris is 2 years ahead of the US, the Brits are all a Twitter, the Dutch prefer Hyves to Facebook and the Germans will take any chance to give brands a hostile reception in social media.

Click through to see more details, including who I’m intending to have on each of the panels, and if you feel they are worthy, give them the thumbs up. If you’re interested in other British panel submissions, Sam Michel has put together a comprehensive list, and while you’re in a voting mood, We Are Social could also do with your help in the the people’s choice of “Most Admired Agency”

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Mini-MeasurementCamp July

by Chris Applegate in News Google+

Last Wednesday we hosted our second MeasurementCamp. It was very much a last-minute affair – we stepped in to host it after an appeal on Twitter the day before. Given the late arrangement it was a smaller crowd than usual, but at the same time it was intimate and very much like the first few MeasurementCamps – with fewer people we were able to hold it as a single discussion session.

I presented a case study on our recent Dunlop campaign, with a measurement-focused angle. The key learning was what we ended up measuring was different from the KPIs we had agreed at the start, owing to a change in circumstances – and that raw numbers don’t tell the whole story. For example, the audience for our Twitter activity in setting the record straight was in the tens of thousands, far less than the total audience for the blogs, but it was important to target them as they were in a chatty, lively community where misinformation has the potential to spread quickly.

We then had a breakout session where we talked about specific metrics, and how best to classify them. There was a consensus that different campaigns and clients need different metrics, but the question was raised of how to select them.

So we thought publishing this framework might be useful. The first classification – ‘traditional’ v. ‘social’ is relatively easy to make, but even then a ‘social’ metric varies from viewing a YouTube video to blogging about it. We then rate the metrics in terms of both engagement (how much effort a user puts in to an activity) and longevity (how long the effect of that activity it lasts):


Out of this you can start seeing how one might go about selecting the right metrics to best reflect the difference your work can make. If you are working on instant incidental awareness or viral spread, you can focus towards the bottom left, and if you’d push for a longer relationship-focused then you’d go for the top right where the numbers are smaller but the time and dedication greater. Of course, there is a lot of extra context that fits around this – sentiment, enthusiasm, trust, and existing relationships, which numbers alone cannot account for – but still we hope it helps frame better the different metrics out there and their relevance to your work.

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