Posts Tagged ‘liberatemedia’
iCrossing social media video release (SMVR) case study
March 6th, 2008
At the beginning of the year we developed and launched a spin-off to the SMPR, which we coined the SMVR or social media video release. We debuted the template last month for our client iCrossing UK (formerly known as Spannerworks), for its brand integration announcement.
Re-brand announcements can often be tricky - they are incredibly important to the client, but are never going to set the news agenda alight. So between the client and ourselves we came up with the idea to use and harness the power of social media, in the form of an interactive video, which bloggers could easily embed into their own blogs.
Below is the case study:
iCrossing brand integration SMVR case study
Overview:
Following Spannerworks’ acquisition by iCrossing, Liberate Media was tasked with communicating the digital marketing agency’s integration into the iCrossing brand in 2008.
Communications objectives:
- Develop a hook that would interest target audiences in the UK and US
- Educate key audiences in the iCrossing proposition in the UK
- Communicate the strength of iCrossing’s worldwide presence
- Introduce iCrossing’s vision for the future of digital marketing
Challenges:
- Brand integration alone is not newsworthy due to the acquisition announcement a year earlier
- Limited time prior to launch
- Limited availability of US and UK spokespeople
Campaign:
To deliver on the key objectives for the brand integration, Liberate Media felt that a new approach would be needed to reflect iCrossing’s forward-thinking approach. It was agreed that the communications messages should be conveyed in an innovative and easily accessible format, utilising a social media-focused strategy to assist message delivery and distribution. One option was to prepare a social media press release, but the PR team felt that a more visual and audible format was needed to communicate the intricacies of this announcement.
As part of its ongoing social media research and development, the team at Liberate Media had been developing a new social media platform that it has titled the ’social media video release’ (SMVR). The SMVR contains the key elements of a social media press release combined with interactive video, allowing the viewer to click through to supporting data such as relevant sites, key statistics and research that supports the narrative. iCrossing would become the first brand to utilise this new form of communication.
Liberate Media worked with iCrossing in the US and UK to develop the storyboard and the video element, while collating relevant evidence that would be made available via the interactive interface. Following international agreement on the storyboard and having briefed the key spokespeople, the SMVR was professionally shot, edited, coded and had links inserted to achieve the desired social media-focused announcement.
Launch:
On launch day, which was coordinated with US and UK offices, the video was launched via iCrossing UK’s blog and seeded on relevant news channels, linking all traffic back to iCrossing’s corporate websites. The SMVR was also made available to the web via interactive video site asterpix.com, and of course mainstream sites such as YouTube.
Asterpix - The main SMVR interactive site, and url (embeded code) was forwarded to all relevant bloggers and key journalist. It has had 566 views at the time of publishing.
Youtube - 1839 views up to publishing date
Metacafe - 139 views up up publishing date
Honours:
#34 - YOUTUBE - Most Viewed (Today) - News & Politics - United Kingdom - 28-01-2008
#36 - YOUTUBE - Most Viewed (Today) - News & Politics - United Kingdom - 29-01-2008
Page click results:
from the Spannerworks / iCrossing announcement blog post can be found here.
Example coverage:
- NMA - http://www.nma.co.uk/Articles/36623/Spannerworks+rebrands+as+iCrossing.html
- Media Week - http://www.brandrepublic.com/News/779818/Spannerworks-icrossing-rebrand/ -Travolution - http://travolution.co.uk/Articles/2008/01/29/1241/Spannerworks+becomes+iCrossing+UK.html
- Brand Republic - http://www.brandrepublic.com/login/News/779670/
- ClickZ news - http://blog.clickz.com/080128-113619.html
- http://www.hortal.com/2008/01/28/roberto-the-video-star/
- http://seokeywordsnews.net/2008/01/28/icrossing-integrates-british-search-brand-spannerworks/
- http://www.tribbleagency.com/?p=670
- http://www.linkedin.com/answers/marketing-sales/advertising-promotion/internet-marketing/MAR_ADP_INM/162961-3827188
- http://nilhan.co.uk/2008/01/28/the-day-spannerworks-became-icrossing/
- http://news.stpwebhosting.com/news/search-engine-optimization-news/icrossing-integrates-british-search-brand-spannerworks.htm
- http://www.projectbrighton.com/2008/01/28/goodbye-spannerworks-hello-icrossing-uk/
- http://open.typepad.com/open/2008/01/i-dont-work-for.html
Feedback from Arjo Ghosh, CEO and founder iCrossing UK
* How did you find the process of producing the video?
“If I’m honest I found the filming process a bit stressful. The format would have worked much better for us if we were being interviewed. Talking ‘to’ camera is really difficult if you have no experience of it.”
* What did you think was most interesting/innovative about the SMVR?
“Links interwoven into the talk. Asterpix and YouTube as the platform.”
* What results have you been most impressed with?
“Over 2000 people viewing is impressive.”
New Liberate Media, social media and web 2.0 resource map links for week ending 15th Feb 2008
February 15th, 2008
Below are new the links we have added to the Liberate Media resource page,
<iframe id=”mapframe_id226″ name=”mapframe_id226″ frameborder=”0″ style=”border:1px #B9B9B9 solid;” scrolling=”no” src=”http://www.glinkr.net/site_media/DebateMapClient
/html/map_content.html?graphId=226″ height=”500px” width=”95%” ></iframe>
New Liberate Media social media and web 2.0 resource map links for week ending 8th Feb 2008
February 8th, 2008
Below are new the links we have added to the Liberate Media resource page,
<iframe id=”mapframe_id226″ name=”mapframe_id226″ frameborder=”0″ style=”border:1px #B9B9B9 solid;” scrolling=”no” src=”http://www.glinkr.net/site_media/DebateMapClient
/html/map_content.html?graphId=226″ height=”500px” width=”95%” ></iframe>
Firefox social media browser set-up
February 6th, 2008
At Liberate Media we swear by the Firefox browser, as we use it to keep up-to-date with all of our social media profiles and research. Firefox offers us speed, flexibility and efficiency to keep ontop of things in the quickening pace of social media.
We would like to share with you how our company computer browsers are set-up in Firefox. Please see below links for the add-ons and a short description of what they do. We have also taken a short screencast which you are able to view at the bottom of the page, which shows you the various add-ons in action.
https://addons.mozilla.org/en-US/firefox/addon/138
LinkedIn Companion
LinkedIn is an online network of more than 10.5 million experienced professionals. It helps you be more effective in your daily work and opens doors to opportunities by helping you develop and manage your network of business.
https://addons.mozilla.org/en-US/firefox/addon/1512
This extension seamlessly integrates your browser with del.icio.us, the leading social bookmarking service on the web.
https://addons.mozilla.org/en-US/firefox/addon/3615
1-Click Answers TM will save you even more time with AnswerTips that instantly deliver the information you are looking for. Just point at any word, hold the Alt key (Ctrl in Linux) and click. Upon letting go, an AnswerTip in the form of a pop-up.
https://addons.mozilla.org/en-US/firefox/addon/735
Screengrab saves entire webpages as images
https://addons.mozilla.org/en-US/firefox/addon/1146
Draw out a ruler to get the pixel width and height of any elements on your screen.
https://addons.mozilla.org/en-US/firefox/addon/539
Share and send links with ease. Shareaholic makes it easy for you to submit the web page you’re viewing to: * digg * del.icio.us * facebook * google bookmarks * magnolia * reddit * stumbleupon * truemors * twitter. If you prefer, you can also e-mail the web page to a friend.
https://addons.mozilla.org/en-US/firefox/addon/5457
The Smart Digg Button allows you to see whether or not the web page you are currently viewing has been submitted to Digg and lets you submit it if it hasn’t.
https://addons.mozilla.org/en-US/firefox/addon/4878
An extension for Firefox which enhances Google (all international flavours, too),
https://addons.mozilla.org/en-US/firefox/addon/211
FireShot is a Firefox extension that creates screenshots of web pages. Unlike other extensions, this plugin provides a set of editing and annotation tools, which let users quickly modify captures and insert text and graphical annotations.
https://addons.mozilla.org/en-US/firefox/addon/5648
The quickest and easiest way to get things done on the Web: Search, References, Conversion, Translation , Shopping, Blogging, Tagging, Email and more .
https://addons.mozilla.org/en-US/firefox/addon/1941
Advanced Eyedropper, ColorPicker, Page Zoomer.
https://addons.mozilla.org/en-US/firefox/addon/271
Blogger Web Comments for Firefox is an extension that makes it easy to see what bloggers are saying about a page you’re viewing in Firefox and even make your own blog post about it, all without leaving the page you’re on.
http://www.google.com/tools/firefox/webcomments/index.html
http://eco.netvibes.com/tools/
TwitterFox is a Firefox extension that notifies you of your friends’ tweets of Twitter. (former name is TwitterNotifier)
This extension adds a tiny icon on the status bar that notifies you when your friends update their tweets. Also it has a small text input field to update your tweets.
http://www.naan.net/trac/wiki/TwitterFox
The tool is the the ultimate time saver to building powerful social media accounts. One of the secrets of top Diggers, Stumblers, Navigators etc… is being the first to submit stories already becoming popular on other social news sites. For example you can browse Reddit to find good stories already submitted and be the first to submit them to Digg. You can browse Digg and be the first to Stumble pages that are becoming popular there. Most if not all articles on the front page of Digg are submitted to StumbleUpon and will get a lot of Thumbs up.
http://www.97thfloor.com/social-media-for-firefox/
InFormEnter adds a small, clickable icon next to every input field in a web form, from where you can select the item to be inserted - no typing required.
https://addons.mozilla.org/en-US/firefox/addon/673
ScribeFire is a full-featured blog editor that integrates with your browser and lets you easily post to your blog.
https://addons.mozilla.org/en-US/firefox/addon/1730
Search Facebook, Get Notified, Connect with Friends, Share Content
https://addons.mozilla.org/en-US/firefox/addon/3794
PicLens instantly transforms your browser into a full-screen 3D experience for viewing images across the web.
https://addons.mozilla.org/en-US/firefox/addon/5579
Highlight any name on a web page and see matching information from Wink, LinkedIn, Wikipedia, Facebook, Google News, Technorati, Yahoo Person Search, Spock, WikiYou, ZoomInfo, IMDB, MySpace and more…
https://addons.mozilla.org/en-US/firefox/addon/1912
The easy way to download web videos from hundreds of YouTube-like sites. This works also for audio and picture galleries.
https://addons.mozilla.org/en-US/firefox/addon/3006
http://www.lifehack.org/articles/technology/15-coolest-firefox-tricks-ever.html
If there is anything you think we should add please us know.
Liberate Media relaunches in WordPress
January 25th, 2008
This week, the Liberate Media website relaunched in WordPress.
The old website was little more than a year old, and had received very good feedback…but over the past six months in particular we had realised the need for a website platform that could grow dynamically with us, and respond better to the socially networked environment that we’re operating within.
The decision to use WordPress was an easy one. Not only is it a very cost-effective way of building a new site, but if offers some great functionality including:
- The ability to easily add and update pages
- The control to administrate the site ourselves
- Easy integration of third party plug-ins and software
- Tools to password protect areas of the site
- Better search engine visibility
- Freedom to import embedable content on the fly such as videos, podcasts, games etc
WordPress is a social media platform, and in today’s digital age, it’s crucial that we’re transparent about our presence online and the conversations we’re engaging in. The ability to do this leaves an important digital footprint for the company.
Please take a look at the new site in your own time, and let us know what you think. We hope you feel it offers a breath of fresh air within the PR industry in particular. If you’re interested in finding out more about WordPress, please get in touch.