WOMMA UK Espresso: Breast Cancer Care and social media

When a person is diagnosed with cancer, the last thing they want is to visit a website packed with hard-sell calls to action. Instead, a site should serve as an online resource and a place of support for all those affected by the disease. This is something that Bertie Bosredon, Assistant Director of Services (Information and Multimedia) at Breast Cancer Care, understands.

Bertie was at cubaka HQ to present to London’s finest word-of-mouth specialists at this morning’s WOMMA UK Espresso briefing. Citing his blogging, Skyping mother-in-law as an example, Bertie explained how web users were savvier, more empowered and more demanding than ever before. As such, Breast Cancer Care’s social media strategy is underpinned by the simple, democratic question: how do users want to consume information online (and how should it be provided)?

You only have to glance at breastcancercare.org.uk to see how Breast Cancer Care has answered this question. The discussion forum is hugely popular, with 60,000 visitors and 1,500 active users per month. When Katie Price made a comment about scarring in a promotional interview for Asda’s 2009 Tickled Pink campaign, it caused such an uproar among the Breast Cancer Care community that a representative from Asda took to the forum just days later and agreed to pull Price from the press shots. A great illustration of the power of the groundswell.

In a refreshingly open move, the charity has put Twitter in the hands of every employee. Members of staff are encouraged to set up their own handles, with the week’s best tweeter playing host to ‘Twevor’, a small toy bird, on their desk. This approach may seem light-hearted, but it’s proven to be a real incentive that has raised the online awareness of the Breast Cancer Care brand while strengthening the social media credentials of its employees.

Bertie’s insightful and entertaining presentation can be found below. You can follow Bertie on Twitter @cafedumonde.

Everything in this post is a lie

“Don’t believe everything you read.” It’s a byline for today’s cynical media consumer, ingrained into us from a young age by our parents, teachers and peers.

But it catches journalists out too. This morning, PR Week published a story claiming that HSBC was launching a ‘distinct digital offering’ to rival that of Facebook. It quoted directly from the 35-page pitch document, giving details of the pitch process and target demographics, and included a comment from HSBC’s head of press.

But two hours later, the HSBC press office tweeted the following:

This has been met by scepticism from PR Week, implying that perhaps the document is genuine and was leaked. So now who do we believe?

This is still being played out on Twitter as I write, but what is clear is that HSBC has reacted in a very relaxed manner, responding to questions in an informal, chatty tone and employing tongue-in-cheek hashtags (#sticktoyourstrengths). This reaction has already been described as “weird” and “patronising” by some – but if this is a genuine leak, HSBC is keeping its cool impressively well. Whether this scores points with the many thousands of people who were affected by HSBC’s online banking and ATM outages last week, however, remains to be seen…

Is social media to blame for antisocial behaviour?

Whether there were riots in your area or not, you will have been shocked by the sudden outbreaks of violence that spread from London across the country. Politicians and the media were quick to highlight the role of social media in the co-ordination the riots, but this doesn’t make social media a force for evil, I argue in Lansons Communications’ recent Britain in Turmoil bulletin:

The role that communications technology played in the London riots is being scrutinised in the press, in Parliament, and throughout the tech industry.

The argument goes that the riots were only possible because the rioters stayed several steps ahead of the police. They did this by organising times, places and next actions using social and communications technology – namely Twitter, Facebook, and BlackBerry Messenger.

David Cameron, speaking to the hastily recalled House of Commons, put it this way: ‘Everyone watching these horrific actions will be struck by how they were organised via social media.

‘Free flow of information can be used for good. But it can also be used for ill.

He went on to say: ‘We are working with the police, the intelligence services and industry to look at whether it would be right to stop people communicating via these websites and services when we know they are plotting violence, disorder and criminality.’

So it’s clear that the UK Government will be discussing plans for increased data-access, regulation, and the development of new powers to override or shutdown services if they suspect a return to civil unrest is being planned in these spaces.

BlackBerry Messenger (BBM) in particular has been positioned, if not as a cause of the riots, then certainly as an enabler. This technology allowed for coordinated planning in the hours prior to, and during, the riots as thousands of messages appeared across networks encouraging people to gather in numbers and behave in the way they did.

Sadly, our authorities were not listening to these messages effectively, so the majority of this ‘buzz’ went unnoticed. This raises questions as to exactly what methodology and processes the authorities need to put in place and what responsibility the technology providers have to help make this happen – thus the Government meetings with Twitter, Facebook and RIM.

Of course it’s not the first time social media technology has been at the heart of a social movement and thus drawn the attention of Government. In June 2009, while Western journalists were banned from entering Tehran, tech-savvy citizens organised and reported live on the revolution taking place from the streets. Technology was positioned as being a vital force for good; indeed the US State Department asked social-networking site Twitter if they would delay their scheduled maintenance in order to avoid risking disruption to communications.

The underlying question, of course, is not about the technology itself, and whether it is a good or an evil thing; by nature it is neither. The question is not about social media, but society itself. After all, rioting is not a modern phenomenon.

To read the rest of the ‘Britain in Turmoil’ bulletin, which includes views from a range of practice areas across Lansons, click here.

Lansons Communications and cubaka digital ranked 24th in the Reputation Online Top 100 PR Agencies Guide

Since cubaka partnered with Lansons Communications at the end of March this year, we have collaborated on a diverse range of projects including producing films of the Lexus LFA and redesigning the Pay YOUR way site.

It is fantastic that, after only three months of working together, cubaka and Lansons have now achieved 24th place in Reputation Online’s Top 100 PR Agencies Guide. We are all extremely happy with this news…

Unfortunately, the launch party, which was set to take place last night, was cancelled only a few hours before it was due to start. This news came soon after yesterday’s announcement that Reputation Online is closing, although the site will remain live to be used as an archive for digital PR news, and editorial will be integrated into new media age. While this is sad and surprising news for the whole industry, we’re glad that nma continues to maintain a strong online presence, and we can’t wait to see what Vikki Chowney has up her sleeve next.

Reputation Online’s demise by no means detracts from the fantastic recognition we have received, which bodes really well for the future as cubaka and Lansons cultivate their combined digital and PR offering.

Sweet charity

1

About a week ago, I found myself in possession of a spare Cadbury Crème Egg (I’d only wanted the one but they’d been on offer and, well, you know how it is). A couple of hours later, I’d sold it for £125.

How? A social auction, obviously. It started out as a bit of fun: I joked with my colleagues about ways to get rid of my unwanted chocolate, before casually canvassing for opinions on Twitter. I didn’t think much more of it, but there was immediate interest and lo, #eggauction was born.

A few bids in, I was asked what the proceeds were going towards. So far it had been a bit of an in-joke, with my cubaka colleagues outbidding each other by 10p, but it suddenly seemed as though I’d been granted a brilliant opportunity. I decided to donate all the proceeds to FSID (The Foundation for the Study of Infant Deaths), a fantastic charity that I have fundraised for before, and suddenly the #eggauction took on new meaning. Donating 50p to charity would have been just plain humiliating, so I set a target of £100, rounded up a few friends, emailed FSID to outline my idea, and got to work on Twitter.

Incredibly, the auction closed with a winning bid of £75 for my Crème Egg, plus two more £25 pledges, making a total of £125 raised for FSID. It even caught the attention of PR company Lansons Communications. But better than that, it caught the attention of FSID, who emailed me back the next day:

You may be interested to know that you’ve inspired us and we’re now going to encourage companies to take on an auction challenge… They’re challenged to use their sale skills, either online or actually at a live auction and the team who gets the most money for their object wins. Thanks for that and thank you for the wonderful support!

So somehow my small idea – a very silly idea, really, that took barely any time, effort or budget to plan and execute – raised £125 for charity in a couple of hours and actually influenced that charity’s fundraising strategy.

The debate as to whether Twitter is an effective marketing channel that gives ROI still rages quietly in some corners, but the #eggauction is proof that Twitter campaigns can give quick, tangible, lasting results.

Plus these guys got a tasty Friday afternoon snack.

Ironically, it’s quite a good strategy.

The actual strategies generated by Mike Phillips‘ site are scarcely similar to the real thing – they actually sound plausible. That makes the point that there’s an awful lot of cliché and gumpf in Social Media. No huge surprise there. In fact it reminds me of Bullshit Bingo which was doing the rounds a couple of years ago.

What the fuck is my Social Media Strategy?

Of course this belittles and simplifies what we do – any strategy taken out of context can sound like marketing waffle. But it’s also a reminder that we shouldn’t take ourselves too seriously.

What’s really quite ironic is the instant success (by most measures) of Mike’s campaign. Within hours I’d received it, firstly from Jez Paxman at LiveUnion, then quickly from 2 other industry sources. Over the next few hours it got some traction then BOOM, Ashton Kutcher and TechCrunch bowl in with their take (and implied endorsement). I’m assuming NMA will have picked it up for the front cover of Friday’s edition…

So well done, Mike. It’s funny and insightful, engages the audience and it’s easy to share… Sounds like a strategy to me.

Case Study: Social Media Helps Toyota Communicate Complex Attributes Of New iQ – Forrester Research

Forrester Research recently completed a Social Media Case Study on our iQ launch – Case Study: Social Media Helps Toyota Communicate Complex Attributes Of New iQ – Forrester Research. The full report is a paid download, but in summary, Forrester concluded:

“Don’t underestimate the importance of listening”

“Focus closely on the benefits social media achieves that other media can’t”

“Combine social media channels to increase engagement”

Fair summary!