Paddington Bear and Meltwater Buzz

Paddington BearTM &

Paddington  Bear  TM  ©Paddington  &  Co  Ltd  2012

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  internaMonal  appeal  

Maintaining Paddington’s Popularity

•  Paddington’s  success  has  been  built  on  the  foundaMon  of  the  books  

•  Paddington  stays  in  touch  with  his  fans  

•  Paddington  moves  with  the  Mmes  

•  Paddington  has  kept  his  integrity  

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  unMl  he  discovered  how  difficult  it  is  to  type  with  paws!  

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  

Engaging With Paddington’s Fans

•  We  chose  24  different  images  of  Paddington  

•  Using  the  calendar  funcMon  on  Buzz  we  Mmed  each  one  to  upload  on  a  daily  basis  

•  Each  photo  told  a  simple  story  leading  up  to  Christmas  

•  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

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 :)

An  extract  from  our  daily  report  ….    

Picking Up Useful Information

…  led  us  to  this  page    

Keeping Ahead of the News

We  picked  up  this  story  …   …  and  shared  it  with  Paddington’s  fans  

Keeping Ahead of the News

Looking at the Results

Paddington BearTM &

zzz … zzz …

zzz …

zzz …