5. POWER OF CO-CREATION: EARNED MEDIA User generated Content Targeted Content “ Online content in all its forms is causing convergence of both Marketing and PR” ( David M.Scott)
12. CANON ONLINE BUZZ Sources : @mnoo, @benjaminellis, @carlonicora, keywordspy, alexa, Canon FB Fan Page, Canon Digital Forum (photography-on-the.net) etc.
17. FANCY TAKING THE PULSE OF A MAJOR CITY? CAPTURE INSPIRATION: TAKE LONDON’S PULSE!
18. EXECUTION/DELIVERY: - 2 stages campaign: 1 day shooting and 1 day posting/feed-back collection; - duration: 2 weeks
19. TAKE PART IN: CITY HEALTH CHECK ENGAGEMENT CAMPAIGN Who? 9 influential bloggers – alias “Urban Health Agents” What? Capturing City Pulse in Real-Time to detect most/less active, healthy/non-healthy vibrations using the new Canon 750D Where? 9 different locations simultaneously “screened” in real-time at the same hours: 9a.m., 12p.m., 16p.m., 21p.m. When? 7-days health check (1 day break after each “field scanning” = 2 weeks campaign duration). All finalized once an NHS rep collects the pictures as proof of the city health estate and decides on a Diagnosis . P.S. – Diagnosis to be exposed at Host Gallery in panoramic view, representing Monday-Sunday pulse vibrations shots.
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21. COMMUNICATION ACTION PLAN Media Name Audience Reach No Iss. ONLINE Twitter New Account: #LondonPulse + a new hashtag Min.10/day Mutual Bloggers’ Coverage/Mo-Sun (1 day – break in between) Up to 200 influencers, multiplied by their audience 7*4 (locations each) Canon Digital Photography Forums (Photography-on-the.net) Up to 100 000 viewers Mo-Sun Discussion Boards YouTube (LondonPulse Channel) Min.4/day = 4 locations/blogger New Facebook Fan Page (same name) Gathering suggestions 4 new locations’ health “scanning” SEO Travel, Tourist Attractions’ Sites: Collect Voting Mentions; Invite at the Gallery Venue (Plan purpose) 2-stages campaign: 1. Real-time shooting (2 weeks) + pre-Gallery voting (e.g. Mo’s Winners/Fri’s Winners, etc) Depending on the budget
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24. Thank You Note: Present report is an independent engagement community proposal addressed to professional and aspiring photographers. Your opinion/suggestions would help understand the viability of such campaign idea. Thank you.
