Powered by Orange: Lessons from Launching a Digitally Driven Campaign
Tuesday, October 12th, 2010
David Baker
Director of Web Communications, Oregon State University
Had to go see the presentation from my neighbors at Oregon State.
Started with a single statement that they wanted to convey (look at the slides for exact verbiage)
Audiences didn’t know about all the cool stuff we were doing, but they were ready to believe (if it sounded authentic). The glossy high cost TV spots weren’t cutting it – and there wasn’t money for it.
Powered site
- map
- blog (storytelling)
- official messages
- downloads (show your colors in the workplace)
- Social networks (current and new)
Lessons
- Necessity to give up control
- Just start already
- Start (relatively) quietly – can do some trial and error
- People really like free t-shirts
- If you build it, they might not come.
- Be mocked and like it! (furloughed by orange)
- Think in phases
Original website didn’t model our brand well and had to be redesigned.
Ning site for people involved in any way – most signed up to get free/quality photos, but then we could push messages to them about the campaign.
Social needs to be connected to physical events.
Little things mean a lot. It’s not all about ROI. Your creating a community and giving to it – not trying to take from it.
They may not send in videos, but even if your holding the camera, you are still creating ambassadors. (sudo User Generated Content)
Best headline: OSUÂ Zombies – Powered by Brains!
Users are driving the message.