@chris_reed's presentation to the C21 Propoganda factory event, July 2010

1. TITLE TO GO HEREAdditional detailsDate Making mflow famous Marrying digital comms and PR Brew and Seventy Seven PR Chris Reed Managing Partner, Brew @chris_reed www.brewdigital.com

2. Own, rent, stream or steal?

3. PAID Mass market MP3 shops (cost, easy, legal with range) Niche MP3 Shops (specialist & legal) Following MP3 shops (Cost, legal) Charge by the Megabyte (cheap, easy but illegal with unknown risk) Streaming Social Networks (specialist, free & buy) Streaming Services (legal, customisable & buy) Video Streaming (free & legal?) Broadcasting (personal, specialist & free) FREE File Sharing (free, easy, low risk but illegal) MASS MARKET NICHE MARKET

5. So what were we asked to do?

6. What did we do Waited for the product to be ready… Helped make mflow as social as possible Convinced Twitter to let us have @mflow Developed a dovetailed PR and social media strategy leaning towards the “earned” media - built upon relationships – starting with the mflow top 100

7. Identifying the mflow top 100 tech/musos

8. pre-launch buzz… Distribute codes to music/tech taste-makers Offer bundles of codes Recruit followers launch… Use owned media for conversations about mflow, problem-solving, news distribution and sourcing commercial partnerships pre-launch buzz… Create a desire for codes Success = codes on Ebay Dripfeed releases of codes via blog/facebook/twitter early pre-launch buzz … Limited highly targeted Beta codes Demos with top 100 Update owned media Our Earned (PR/ social) media approach

13. The best way to judge the effectiveness of a PR or social media campaignis not simply to judge the effectiveness of that campaign

14. followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.

15. followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores. Yes, they’re all measurable. But so what?

16. Define the specificsSales increase? Reputation improvement? Customer service speed?Measure the outputsSocial mentions, links, views, engagement, followers and friendsEvaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase, service

17. 395 users on 1 March25,000 users on 31 May

18. Lessons learned and advice You only get one chance – be patient You’re all online brands now – be responsive Research your audience – be transparent Start relationships – be a good listener Give people support – be helpful Define your objectives – be realistic

20. TITLE TO GO HEREAdditional detailsDate Making mflow famous Marrying digital comms and PR Brew and Seventy Seven PR Chris Reed Managing Partner, Brew @chris_reed www.brewdigital.com