Archive for December, 2011

The Blagger’s Blog 23/12/2011

Friday, December 23rd, 2011

A weekly roundup of talking points, sans effort

Worth the paper it’s printed on?

This year’s light news success stories included…

… series eight of X Factor, which featured in 9,381 articles, while the campaign for US Republican presidential nomination only made it into 1,786…

…Charlie Sheen, who appeared in 1,187 stories, whereas the Higgs Boson, or mythical ‘God particle’, being glimpsed by scientists only saw 234 headlines…

…and finally, Jedward performing at Eurovision and appearing in Big Brother, making it onto the page 773 times, considerably more space than was afforded the UN’s declaration of a famine in East Africa, the focus of 411 stories.

(Source: Journalisted)

Weekly high

Other than Christmas’ impending arrival this harmlessly suggestive advert made our week. How do you best avoid jibes as a brand like Cockburns, one of Britain’s leading port houses? Well, how about by facing the problem head on, as the brand did here.

Weekly low

In a week when football’s been thrust into a negative spotlight, with two players caught up in very public racial misdemeanors, it goes without saying those in who earn their living as TV pundits need to be on best behaviour. As such Alan Hansen’s slip of the tongue during Match of the Day was utterly surprising, and stupid.

Battle of the tweets: Manchester vs London vs Bristol


Top Manchester #tags (seven days to 22/12/2011)

#mufc #mcfc

#lfc #manchester

#suarez #scd

#stepbrothers #towie

#uksnow #motd

Liverpool’s Luis Suarez is banned from football for eight matches for racially abusing Patrice Evra, which is understandably dominating Manchester’s Twitter trends. As is the potential for a white Christmas, and The Only Way Is Essex.

One to watch: spinningfields (Spinningfields – Hosts some of the best events in Manchester; 4,400 followers / 3,013 updates)

Top London #tags (seven days to 22/12/2011)

#lfc #arsenal

#mufc #whyrelationshipsdontlast

#scd #afc

#eastenders #motd

#cfc

Chelsea captain John Terry also finds himself accused of a racial slur, but doesn’t appear in London’s most talked about topics (save for the possible #cfc reference). Eastenders does though, along with #whyrelationshipsdont last. All very Christmas-y then.

One to watch: stillsafe (Still Safe – Website dedicated to localised problem solving, from travel to breaking news; 49, 823 followers / 130,043 updates)

Top Perth, Western Australia #tags (seven days to 22/12/2011)

#perth #godisnotgreat

#whyrelationshipsdontlast #getscorched

#mydreamliveconcert #2011was

#greatcouples #goodluck1d

#lastteentuesdaytommo #change1dsongtitletocarot

Down under people are also listing reasons why lovers split, while residents of Perth, Australia’s fourth largest city, also seem to be big fans of the X Factor-spawned band One Direction. Then again, is replacing parts of their song titles with a vegetable flattery?.

One to watch: marketingtwitt (Marketing Guru- I enjoy marketing and selling things, on and offline; 5,238 followers / 7,900 updates)

That was The Blagger’s Blog, a selection of statements, statistics and noteworthy newsies from across the media and social world, amalgamated, allowing the time-starved professional to start a conversation from thin air.

If there is a success story, blunder, or tweeting town you’d like to see included email hello@smokinggunpr.co.uk or tweet using #blaggersblog. Happy Friday!

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Could BBC radio cuts impact on emergency broadcasts?

Thursday, December 22nd, 2011

It seems like a strange question. But, like most public relations agencies, we keep our eyes on the papers, both in print and online, and today this particular quandary has been raised by The Guardian.

The Local Government Association, which represents 350 councils in England & Wales, has spoken out against the BBC’s impending cuts to medium-wave services. The plan is to get rid of MW radio stations in areas where FM services are available, but this has raised concerns over the ability to deliver clear emergency messages to listeners.

According to Chris White, the LGA’s culture board chairman, FM often broadcasts ‘crackling static’, with sound distorted as a result, which in turn leads to difficulties in hearing the information being announced. Consequently vital messages about weather conditions, road traffic accidents and similar situations may be inaudible.

Of course there are a few variables that cannot be predicted here. Mr White’s criticisms assume poor reception simply because of the FM platform, which isn’t necessarily the case. As such those in ‘high risk’ groups would only include people travelling in areas farthest from a radio mast, on journeys long enough to ensure they spend a significant amount of time unable to check their mobile, or those that don’t own a smartphone at all, meaning the number of MW listeners we would need to worry about is looking pretty small.

Similarly, we’re all supposed to be switching to digital radio wholesale within the next five years, so everything else- from MW to AM- will be redundant soon-ish anyway. But this still raises a worrying and interesting point. Just like the Welsh journalistic crisis, wherein the country’s government has been called to meet the NUJ to discuss where all the professionals have gone, the BBC MW massacre also suggests hyper-pluralisation in the media can be detrimental.

In the case of Wales web news has replaced print, which would be fine, if the perceived value of online was even close to physical publishing. It isn’t though, meaning less advertising revenue, very few sales and subscriptions, and so by default fewer staff. The BBC radio situation is a case in which the traditional medium is still viable, and the platform is changing to suit modern demands (i.e. switching to digital, and future-proofing). But due to recession-era budgets, and the view that the BBC has grown too monolithic, arguably people are again being forced to jump before anyone has laid out the crash mats, which isn’t always a great idea.

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Infographic: Christmas Kindness is Contagious

Wednesday, December 21st, 2011

As it’s nearly Christmas and here at Smoking Gun PR we are getting in the festive mood, this week’s infographic was created by Nissan Cared4 and shows that British people are kindest in winter.

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The Blagger’s Blog 16th December 2011

Friday, December 16th, 2011

A weekly roundup of talking points, sans effort

Worth the paper it’s printed on?

Last week’s light news success stories included…

… Little Mix winning the final of X Factor, with 82 papers reporting on the achievement, whereas Republican candidates debating in Iowa lagged behind with 79…

…14 luxury cars crashing in Japan, causing a staggering amount of damage to the tune of several millions of US dollars, as recounted in 19 articles, while scientists discovered the biggest black holes ever found (coming in individually at 10billion times the size of our sun) and featured in just 13…

…and finally, plans being announced for a musical version of Britain’s longest-running soap opera, Coronation Street, which 11 stories reported on, just four less than the 15 that told of the hospital fire in Calcutta that killed dozens.

(Source: Journalisted)

Weekly high

German car manufacturer VW have bagged themselves a beauty with this well conceived clip you will no doubt be seeing a fair bit of in the next couple of weeks. Paying homage to two of our favourite things- Back To The Future and the original 1976 classic Golf GTI-  it’s a nostalgic joy, and well made point about just how far the company has come.

Weekly low

US retailer Lowes was paying for advertising space on a new US TV show called All American Muslim. Then a conservative group got in touch, The Florida Family Association, accusing the show of hiding a darker ‘Islamic agenda’, and the commercials were pulled so as not to cause offence. Big mistake, as accusations of racism came flooding in, along with threats to boycot the stores.

Battle of the tweets: Manchester vs London vs Bristol

Top Manchester #tags (seven days to 15/12/2011)

#xfactor #mufc

#mcfc #littlemix

#xfactorfinal #thisisengland88

#manchester #elf

#cfc #royalvariety

Christmas is well and truly in the air, and Mancunians have been doing the only decent thing to do. Plenty of television then, not that what’s been watched on the box doesn’t feature heavily in most week’s top tweets. This time round the Royal Variety Performance makes an appearance, after Peter Kay hosted on Wednesday night, while X Factor’s final easily made the list, with mixed reactions to the final song.

One to watch: didsburylife (Didsbury Life – Works with independent retailers and businesses in Didsbury; 3,940 followers / 24,643 updates)

Top London #tags (seven days to 15/12/2011)

#xfactor #xfactorfinal

#littlemix #arsenal

#cfc #wordsineedtohear

#mufc #10highlightsof2011

#youngapprentice

Apparently 4.3million tuned in for the final of Young Apprentice, so it’s no surprise to see Alan Sugar’s search for a junior junior featuring high up on London’s Twitter agenda. Aside from that whether or not X Factor winners Little Mix murdered Damien Rice’s Cannonball with their winners’ performance has also been up for serious discussion. And, finally, so have people’s ten favourite moments of the year.

One to watch: thomaspower (Thomas Power – Entrepreneur focused on social media; 70,085 followers / 69,034 updates)

Top Bristol #tags (seven days to 15/12/2011)

#xfactor #bristol

#xfactorfinal #elf

#youngapprentice #littlemix

#thisisengland #coldplay

#10highlightsof2011 #royalvariety

Down in the South West Bristolians have been keeping an eye on much the same stuff as the rest of us. So questions like “is Elf the best Christmas film of all time” have all been raised, while reactions to Shane Meadows’ latest three-part instalment of his This Is England series have also been coming in thick and fast. Needless to say, Little Mix and the X Factor juggernaut didn’t fail to make an appearance either.

One to watch: iron_ammonite (Paul Williams- Film Maker, BBC Wildlife TV, Writer, Photographer; 22,896 followers / 2,959 updates)

That was The Blagger’s Blog, a selection of statements, statistics and noteworthy newsies from across the media and social world, amalgamated, allowing the time-starved professional to start a conversation from thin air.

If there is a success story, blunder, or tweeting town you’d like to see included email hello@smokinggunpr.co.uk or tweet using #blaggersblog. Happy Friday!

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Happy Christmas from Smoking Gun PR!

Thursday, December 15th, 2011

We’ve had a fantastic year at the agency thanks to all our clients.

To celebrate we’re delighted to be giving 1% of our company profit back to our chosen charity, the Starlight Children’s Unit, Wythenshawe Hospital, which has provided life saving support to a child of the company Directors. (Drop us a line if you’d like to know how to donate too!).

The agency will be open as usual until Friday 23rd December and then re open on Tuesday 3rd January 2012.

Have a relaxing break and we’ll see you all in the New Year.

Your Smoking Gun PR team.

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Social media of the year

Thursday, December 15th, 2011

With nine days to go until Christmas advertising breaks are crammed with festive imagery and the shops are teeming with people trying to tick the countless items off their present lists. Meanwhile, supplements, magazines, and websites present their obligatory ‘Best of 2011′ features, with the finest albums of the annum, the biggest celebrity shockers, and the highest grossing films all, of course, present and correct.

It’s the same in social media land too, as both Facebook and Twitter recently revealed the most talked about stories to have been shared on the respective networks over the last 12 months. For those that missed them, the world population reaching 1billion claimed the top spot for the former, while the ‘Mac App Store’ was the tech topic the most Brits tweeted on. Enough introductions though, we’ve listed the key stats below, so let’s leave the rest of the talking to the facts.

Facebook’s Best of 2011

Top 20 Shared Stories (UK)

1. BBC: The World at Seven Billion

2. The Sun: Tatt-poo for cheating

3. The Guardian: The shocking truth about the crackdown on Occupy

4. BBC: Amy Winehouse: Tributes paid to dead singer

5. BBC: Austrian driver allowed ‘pastafarian’ headgear photo

6. The Guardian: Charlie Sheen v Muammar Gaddafi: whose line is it anyway?

7. The Guardian: The meaning of 9/11?s most controversial photo

8. Daily Mail: Amy Winehouse, 27, found dead at her London flat

9. BBC: Drunk Swedish elk found in apple tree near Gothenburg

10. BBC: ‘Brinicle’ ice finger of death filmed in Antarctic

11. Daily Mail: Robber who broke into hair salon is beaten by its black-belt owner and kept as a sex slave for three days…fed only Viagra

12. The Sun: Frankie Cocozza kicked off X Factor

13. BBC: Japan earthquake: Footage of moment tsunami hit

14. BBC: Osama Bin Laden, al-Qaeda leader, dead – Barack Obama

15. The Guardian: Osama bin Laden corpse photo is fake

16. BBC: Japan earthquake: Tsunami hits north-east

17. BBC: Speed-of-light results under scrutiny at Cern

18. BBC: Arrest over video of ‘racist rant’ on Croydon to Wimbledon tram

19. Daily Mail: Heart-breaking photo shows Navy SEAL’s dog guarding his coffin

20. BBC: LIVE: Osama Bin Laden dead

(Source: The Next Web)

Top 10 UK Status Update Topics

1. Royal Wedding

2. UK riots

3. The Only Way Is Essex

4. Death of Amy Winehouse

5. Death of Osama bin Laden

6. Death of Muammar Gaddafi

7. Jessie J

8. Ed Sheeran

9. Call of Duty: Modern Warfare 3

10. Reem

Top 10 Global Topics

1. Death of Osama bin Laden

2. Green Bay Packers win NFL Superbowl

3. Casey Anthony found not guilty

4. Charlie Sheen

5. Death of Steve Jobs

6. Royal Wedding

7. Death of Amy Winehouse

8. Call of Duty: Modern Warfare 3

9. Libya

10. Hurricane Irene

(Source: Facebook 2011 Memology)

Twitter’s Hot Topics of 2011

#Hashtags

1. #egypt

2. #tigerblood

3. #threewordstoliveby

4. #idontunderstandwhy

5. #japan

Television

1. Pretty Little Liars

2. Two and a Half Men

3. The Craigslist Killer

4. Golden Globe Awards

5. People’s Choice Awards

Movies

1. Thor

2. The Dark Knight Rises

3. X-Men: First Class

4. Fast Five

5. Green Hornet

Music

1. Rebecca Black and Friday

2. Nate Dogg

3. FEMME FATALE

4. Gerry Rafferty

5. Gil Scott-Heron

Actresses

1. Elizabeth Taylor

2. Mila Kunis

3. Anne Hathaway

4. Raven Symone

5. Natalie Portman

Actors

1. Charlie Sheen

2. Macaulay Culkin

3. Ryan Dunn

4. Ricky Gervais

5. Pete Postlethwaite

Football

1. Wayne Rooney

2. Fernando Torres

3. Howard Webb

4. Wembley Stadium

5. Colo Colo

Food & Drink

1. McLobster

2. Fried Kool-Aid

3. Starbucks Trenta

4. Devassa Beer

5. Guinness

World News

1. Mubarak’s resignation

2. Raid on Osama bin Laden

3. Japanese earthquake and Fukushima nuclear disaster

4. Shooting of Gabrielle Giffords

5. Gaddafi’s death

Cities & Countries

1. Cairo

2. Egypt

3. Japan

4. Libya

5. Tokyo

Technology

1. Mac App Store

2. Sony NGP

3. Guitar Hero

4. Mozilla Firefox

5. Duke Nukem Forever

(Source: Twitter Year In Review)

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Infographic: How can social media marketing help your startup business?

Wednesday, December 14th, 2011

At Smoking Gun PR we’re often asked how we can help new ventures. As such this week’s infographic aims to show exactly how social media marketing can help startup businesses.

A big thank you to DR4WARD for creating this infographic.

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Could Twitter fail irrelevant X Factor judges (and would Cowell listen)?

Tuesday, December 13th, 2011

Any eyes that regularly peruse the pages of this particular Manchester PR agency’s blog will know two things. As an office, we have a collective penchant for all things social media and digital, while most of us also have something of a personal passion for ITV’s smash hit, star-making programme.

As such running a news story about Twitter and Facebook, our two favourite social networks, and their influence on the results of X Factor, that ratings pulling television show, is a sure fire way to attract some Smoking Gun attention. Which is exactly what The Telegraph.co.uk did on Sunday, when it featured a short analysis on the burgeoning, but seemingly little-understood (until now) relationship between these online platforms and the successful talent contest.

Media advertising agency Carat conducted a survey of 13,000 people that regularly switch on for Saturday and Sunday broadcasts, and found 66% viewed Twitter as the most reliable source for opinion and analysis on the contestants, and would base their vote on tweets over traditional media and the judges’ summaries of each performance. Despite having previously declared his loathing for the service, even the man behind the programme, Simon Cowell, has signed up for an account (twitter.com/#!/SimonCowell). Furthermore, 51% of viewers update their status on Facebook while watching each instalment.

This brings about an interesting proposition. We’ve just finished the eighth series of X Factor, which means we’re all pretty used to the formula by now. And, in October, the BBC reported on how Strictly Come Dancing was winning the ratings war between the two rival talent shows, a situation that, of course, may have been down to Simon Cowell’s notable absence from our screens, the new judges, or Strictly’s contestants.

With the office crystal ball currently out on loan all we can really do is speculate as to why this has happened. But this also proves it’s not unrealistic to consider that X Factor may be on the wane… and well before anyone mentions anything to do with an over saturated music industry that’s looking increasingly incapable of supporting so many manufactured chart toppers and their expensive video shoots.

As such the changing the format could work, so how about in the next series doing away with the judges altogether? Louis et al can retain their positions as pseudo-managers, but during the live broadcasts simply bicker in the background, with cameras occasionally cutting away to reveal their ongoing disagreements, while the audience take full responsibility, basing their decisions on social media and word of mouth, thus making us feel more involved than ever.

Realistically this perhaps isn’t the kind of thing the presenters, or producers, will want to introduce, at least not for a while anyway, and in the US viewers can now vote for free through Twitter- a step that shows social media is being taken seriously. But in a world where tickets to Barbara Streisand at Manchester’s monolithic MEN can cost £550, and Jedward exist, even as a concept, it doesn’t seem like handing over more control to We, the people, could do any more harm. After all, many of those currently making musical decisions don’t seem to be that well qualified either.

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The Blagger’s Blog 10th December 2011

Friday, December 9th, 2011

A weekly roundup of talking points, sans effort

Worth the paper it’s printed on?

Last week’s light news success stories included…

… giant pandas arriving in the UK for the first time in 15 years, ready to take up their new home in Edinburgh, which stole no less than 60 stories, whereas Hillary Clinton becoming the first US official to visit Burma in 50 years only featured in 13…

…veteran footballer Robbie Savage being voted off Strictly Come Dancing, an event that was included in 52 stories, significantly more than the 20 that covered violence at the recent Democratic Republic of Congo elections…

…and finally, Misha B missing out on a place in the X Factor final, with 57 articles delivering that news, while Katia Zatuliveter, who worked for MP Mike Hancock until she was accused of spying, was allowed to stay in the UK, and no more than 34 pieces ran.

(Source: Journalisted)

Weekly high

Coca Cola is synonymous with festivities. There’s the “Holidays are coming” theme tune, those trucks, and, of course, Santa Claus in his iconic red attire. This year the company has gone one step further though, by running a competition offering people working away from home the opportunity to fly back to their families for Christmas. Now that’s how you boost your seasonal credentials.

Weekly low

It seems Australia’s tourist numbers may be about to take a nose dive. It wasn’t too long ago we brought up a disastrous social media campaign from national airline Quantas, and now the PRs representing the country’s southern most region have messed up a less technological campaign. Goldfish were mailed out to press as a gift to promote Adelaide. Most of them arrived dead. Oh dear, oh dear.

Battle of the tweets: Manchester vs London vs Lagos

Top Manchester #tags (seven days to 8/12/2011)

#mufc #xfactor

#mcfc #whatifindattractive

#imaceleb #20factsaboutme

#anightwithbeyonce #imacelebrity

#manchester #twothingsthatnevermix

This week’s tweeting trends contain far less political hot potatoes when compared with last week. Well, in all honesty, there haven’t really been any burning issues on the social media dashboards of Manchester over the last seven days. That is, of course, apart from the city’s two main football teams crashing out of the Champion’s League on Wednesday night.

One to watch: nujmcrsalford (Salford and Manchester NUJ – National Union of Journalists; 194 followers / 372 updates)

Top London #tags (seven days to 8/12/2011)

#xfactor #whatifindattractive

#20factsaboutme #anightwithbeyonce

#imaceleb #lfc

#arsenal #christmas

Down in London town people have been avoiding serious issues like the Eurozone crisis and downgraded UK financial forecast too. That’s not too surprising though, considering Beyonce’s spellbinding TV performance seems to have further cemented her place in everyone’s heart, meanwhile I’m A Celebrity and X Factor are both heating up, not least as the latter finishes this weekend.

One to watch: leighfrancis (Leigh Francis – Bo’selecta, A Bears Tail, Celebrity Juice; 1,107,585 followers / 17,673 updates)

Top Lagos #tags (seven days to 8/12/2011)

#20factsaboutme #nevertrustagirlthat

#ifyouwanttodateme #icanadmit

#mufc #cfc

#euro2012 #nevertrustagirl

#fcblive #thingsthatshouldstop

In the Nigerian capital of Lagos sport is particularly high on the agenda, not least next year’s European Championships, Spanish titans FC Barcelona, and arguably the UK’s two biggest exports, Manchester United and Chelsea FC. Elsewhere there are more similarities to be found with Britain too, as people Tweet insights into themselves in the shape of 20 facts, presumably not all at once.

One to watch: mobilepunch (Punch Newspapers- Nigeria’s second largest paper; 24,128 followers / 2,143 updates)

That was The Blagger’s Blog, a selection of statements, statistics and noteworthy newsies from across the media and social world, amalgamated, allowing the time-starved professional to start a conversation from thin air.

If there is a success story, blunder, or tweeting town you’d like to see included email hello@smokinggunpr.co.uk or tweet using #blaggersblog. Happy Friday!

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Guest post – Digital strategies and galactic warfare

Thursday, December 8th, 2011

We’re extremely proud to introduce our next guest blogger, Mark McGee @Mark_McGee. Vice-President of Communications for a not-for-profit trade association, and a freelance digital marketing consultant, with a 21-year career in the creative and communications industries (16 of which involved digital), he has worked on nearly every aspect of digital, from strategic planning through design, coding and on-site optimisation, to analysis. He is currently completing his dissertation for Econsultancy’s MSc in digital marketing.

The Cylons had a plan. So should you.

In 2003, sci-fi fans were treated to a re-imagining of a classic series: Battlestar Galactica. At the start of every episode we were told that the Cylons “had a plan” but what this plan actually involved was shrouded in mystery for much of the four seasons that the show ran for. It wasn’t until the 2010 release of a special mini-feature, aptly named The Plan, that we had an insight into what was going on in the brains of these (bio)mechanical antagonists.

After watching this feature a few times (alright, more than a few times) I began to see a correlation between what the Cylons were doing and one of my favourite digital marketing planning models: SOSTAC®. So, I decided to see if it really did match. And, by the Lords of Kobol, it did!

This shows that the Cylons understood the need for a robust plan of action and the ability to adapt it to events that occur during its implementation. There is no excuse for you not to have one for your digital marketing activities.

Of course, the Cylons’ plan involved genocide, nuclear destruction, killer robots, sleeper agents, seduction and betrayal, but I probably wouldn’t recommend these for your next email campaign strategy.

CLICK TO ENLARGE INFOGRAPHIC

Situation analysis

THE CYLONS

  • Exiled from the Colonies since Cylon War 40 years ago
  • No contact with Colonials since end of Cylon war
  • Still seen as ‘enemy’ by humanity
  • Perfected ‘Significant Seven’ human/cylon models with assistance of ‘Final Five’
  • Basestars, Raiders and Centurions upgraded in large numbers
  • Resurrection technology achieved

SOSTAC®

  • Where are we now?

DIGITAL MARKETING

  • Goal Performance
  • Customer Insight
  • E-marketing SWOT
  • Brand Perception
  • Internal capability and resources

Objectives

THE CYLONS

  • To be favoured above humanity by ‘Final Five’
  • To be in total control of the Twelve Colonies
  • To live in peace without fear of human reprisal

SOSTAC®

  • Where do we want to be?

DIGITAL MARKETING

  • Sell: customer acquisition and retention targets
  • Serve: customer satisfaction targets
  • Sizzle: site stickiness, visit duration
  • Speak: trialogue; number of engaged customers
  • Save: quantified efficiency gains

Strategy

THE CYLONS

  • Disable Colonial defence mainframe
  • Destroy Colonial fleet’s ability to respond
  • Annihilate human race throughout the Twelve Colonies
  • Teach ‘Final Five’ a lesson for their “foolish appreciation of humanity”

SOSTAC®

  • How do we get there

DIGITAL MARKETING

  • Segmentation, targeting and positioning
  • OVP (online value proposition)
  • Sequence (credibility before visibility)
  • Integration (consistent OVP) and database
  • Tools (web functionality, email, IPTV, etc.)

Tactics

THE CYLONS

  • Insert ‘Final Five’ into Colonial life with false memories
  • Insert sleeper agents and ‘Significant Seven’ models into Colonial fleet and other positions of value
  • Obtain backdoor codes to Colonial defence mainframe
  • Simultaneous attack on all Colonies

SOSTAC®

  • How exactly do we get there?

DIGITAL MARKETING

  • E-marketing mix, including: the communications mix, social networking, what happens when?
  • Details of contact strategy
  • E-campaign initiative schedule

Actions

THE CYLONS

  • ‘Ones’ to oversee implementation
  • ‘Twos’ to act as infiltrators and monitor military installations
  • ‘Threes’ to act as infiltrators
  • ‘Fours’ to infiltrate as medical specialists
  • ‘Fives’ to infiltrate and sow seeds of discontent or confusion
  • ‘Sixes’ are to infiltrate and use seduction to obtain backdoor codes to Colonial defence mainframe
  • ‘Eights’ only one model is to be inserted into Colonial fleet as a sleeper agent
  • ‘Hybrids’ to control and coordinate Basestars
  • Basestars to simultaneously attack all Colonies, defence outposts and Colonial fleet
  • Raiders to mop up remaining defences
  • Centurions to hunt down and destroy remaining Colonials

SOSTAC®

  • Who does what and when?

DIGITAL MARKETING

  • Responsibilities and structures
  • Internal resources and skills
  • External agencies

Control

THE CYLONS

  • Determine number of Colonial casualties
  • Colonial fleet destroyed
  • Monitor for survivors
  • Gauge reaction from ‘Final Five’
  • Revise plan if necessary to achieve objectives

SOSTAC®

  • How do we monitor performance?

DIGITAL MARKETING

  • 5Ss + web analytics – KPIs
  • Usability testing/mystery shopper
  • Customer satisfaction surveys
  • Site visitor profiling
  • Frequency of reporting
  • Process of reporting and actions

Disclaimer & credits

SOSTAC® is a planning model, originally developed in the 1990s to help with marketing planning by PR Smith, who is Dave Chaffey’s co-author on Emarketing Excellence.

Battlestar Galactica and related content is © 2011, Syfy (a division of NBCUniversal). All rights reserved. No copyright infringement intended, used for illustration purposes only. Reference information from Battlestarwiki.


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