The Changers Eu Social Media And The Impact On Business Communications And Public Relations (Tin180 Com)

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Social media and the impact on business communications and public relations

Case: TheChangers.eu

Not just another climate change campaignfor

30 September 2008Ogilvy Public Relations

Laure Van Hauwaert – Tomas Sweertvaegher

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The client

Alliance of Liberals and Democrats for Europe (ALDE) Third largest political group in the European Parliament 100 MEPs from 22 European countries

Unknown as brand, as they campaign under the national party's name in member states

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The request

Climate change campaign 22 European countries Focus on changing behaviour Focus on young Europeans building on their existing awareness of

climate change

Position ALDE as frontrunner in taking action against climate change

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The target group

How to campaign with young people ? Understand what they want, what they do, how and where

The average young person connected to digital technology has 94 phone numbers in his or her mobile phone, 78 Messenger buddies and 86 friends in a social networking community

They are expert multi-taskers and able to filter different channels of information Friends influence each other as much as marketers do. Friends are as important as

brands Young people don't love the technology itself -- they just love how it enables them to

communicate all the time, express themselves and be entertained

Source: Digital Playgrounds - Global Study From MTV, Nickelodeon and Microsoft Challenges Assumptions About Technology and Kids: July 2007

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Approaching the target group

Reaching young adults in their own sphere– Online, targeted media channels

Not instruction but entertainment– Fun, games which teach and engage

Not alone but together – Social networking, communities of friends

Competitive encouragement to change– Competition, rankings, quizzes

Simple actions to take responsability

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The campaign concept

Build an online community called…

supported by

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There are Changers and there are Unchanged

vs.

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Due to the irresponsible behaviour of Unchanged and the effects of climate change the world is grey and dull…

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By taking responsibility for their actions Changers can make the world full of life…

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Supporting online advertisement…

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Targeted banner campaign in 22 EU countries…

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New EU communications

Promoting the campaign– Clickable banner on ALDE and

MEPs websites– YouTube video– Facebook application

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Facebook group– To inform– To show support– To discuss– To post news

New EU communications

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New EU communications

Interactive European map– Shows who supports them and where (!)

they come from in Europe

Announcing competitions– Give away prizes

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Traditional EU communications

Launch event at European Parliament

Media release, press conference

Photo opportunity at Open Door days

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Supporting offline advertisement…

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Presentation of TheChangers.eu

Flash Presentation

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How the game builds a community

A map of the European Union showing Changers from each country A rolling counter of Changers in Europe A ranking system for the most successful Changers.

– Number of other Changers recruited to the community– Number of action points earned

A Facebook application allowing Changers to share the game and invite friends from their other social networks.

There is also be a Facebook group for the Changers community Competition for the most active Changers

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Outcomes : changing behaviours

The campaign allows to– Build a Pan-European community of young adults who have changed their

behaviour and that of their friends and family– Move the climate change debate from awareness raising to action

TheChangers = positioning the political group ALDE– Group drives concrete action on climate change– Group understands how to communicate with young adults

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www.TheChangers.eu

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Ogilvy Public Relations

Laure Van Hauwaert

Head of Corporate and Consumer CommunicationsOgilvy Public Relations Worldwide, Brussels+32-02-545 66 [email protected]

Tomas Sweertvaegher

Account ManagerOgilvy Public Relations Worldwide, Brussels+32-02-545 65 [email protected]