How To Use Social Media To Promote Creativity, Make Positive Social

Changes,And Connect People

Craig Goodwill, Founder

Mobile Jam FestCulture Creatives and

Co.

Evelyn So, PresidentNoesium Consulting Inc.

Next 45 minutes … Mobile Jam Fest

• The Concept• The Engagement Model• The Results

Pulling It All Together• 3 Key Elements

Success Factors Q and A

What came to your mindwhen people talk about

Social Media or Social Networks?

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?

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An Ecosystem ofSocial Connections

that crosses online & offline platforms

This is the Story of

Mobile Arts Festival is an international youth creativity competition for ages 14-29. MJF brings together youth to collaborate in the areas of creativity, education and social awareness.

Used as a platform for NGO and Non-Profit organizations to increase the capacity of their youth media programs and initiatives.

The “Creative Class” platform allows youth from classrooms and programs around the globe to connect and collaborate for an international “digital” cultural exchange.

MJF Platform for Non-Profit Organizations

• 67 Countries• Millions Youth• Media/Classroom delivery• Network all Youth together

Global Classroom• Media training• Competitions• Educational

Tools• Youth Festivals

Millions of Youth. Safe.

Digital Cultural Exchange.

Provides brands the opportunity to execute their own user-generated, social networking initiatives and contests.

The power of MJF is now in the hands of the brand, and ultimately their customer.

The platform also comes with its own built in audience, connecting directly to MJF and all other network organizations.

MJF Platform for Brands

The Concept

The concept of mobile is not just a platform or a device but a way of life. Mobility offers creators and users access; however, wherever and whenever they want it.” Craig Goodwill, Creator of Mobile Jam Fest

From the party to the protest, from the concert to the community centre. Youth create and are inspired everywhere.

The Multi-platform Engagement Model

Holistic Content and Content Model

Contest Launch

EducationWorkshop

online/offline

Live Concert, Content

Generation

Website Contest

User Generated

ContentSocial

Networking

MJF BlogMJF

Members

MJF Contests

MJF School

MJF TV

Live Events

MySpace

Facebook

Twitter

YouTube

Social Engagement Model

Online + Offline = Social Engagement

Engagement through Education

Online Elements

FilmMusic

PhotographyFashion

MachinimaMillenium Development Goals

All sides of the creative individual are represented

at MJF.

Member Community

User Generated Content

MJF School

Interactive Education

Tutorials by Category

MJF TV

A user-generated series that profiles all the best MJF content from around the world.

MJF TV

Broadcast quality documentaries dealing with youth rights issues around the globe.

MJF TV

Live music and videos starring some of today's top musical artists

Offline Activities

MJF Closing Party 2006 ft. Lupe Fiasco

MJF Launch Party 2007 ft. Q-tip and Common

MJF Blitz Creativity Workshops

Projection and Bluetooth Video Content Delivery

Rogers Picnic - Mobile Film Competitions

Photo CampSummer Photo Contest

The Results (12 months)

Over 50 Million Impressions Over 300,000 unique visitors Over 4 Million page views 3000 photo entries Hundreds of films from around the world. Over a 200 music entries. 10,000 mobile “video” downloads (6 weeks)

across all 3 networks. (Bell, Rogers, Telus) MJF Finalists are entered directly into the CFC

WSFF. Documentaries broadcast and shown throughout

CanadianUniversities and high schools

Formed new strategic partnerships to increase MJF reach and impact.

Copyright Culture Creatives and Company 2007

Sponsors, Partners and Supporters

Pulling It All Together

Project Management (simplified view)

Website design &

development SM development,

content, convos

Marketing

SponsorshipEvents

Content Production

Contests

Do Not skip best practice in project management

Strategy Tactical Plan Project Program Project Plans

Brand Development Target audience Values Positioning Persona development Visual branding Experience design Messaging Social Media visibility Social Media “living” Evolution

Visuals

Power …is no longer in the hands of the brand

Digital ProcessStrategy Tactical Plan -> Execution

1. Concept2. Requirements3. Technology selection4. Information Architecture5. Wireframes6. Mock ups7. Content8. Front end9. Back end10. Testing11. Launch12. Maintenance

Do Not underestimate operational and maintenance efforts ...

…even on free platforms like Facebook and Twitter.

The Success Factors

Clearly define Who, Why, What• Have a clear mission• Have measurable goals• Thorough understanding of the target audience

especially their communication culture • What’s the carrot?

Use the right tools• Employ best Web and project management practices• Select the right platforms and technologies• Assemble the right team

Emphasize best practices• Employ digital processes• Focus on project management• Do not confuse viral with “launch and see it grow”

Place Social Media in a holistic framework• Integrate online and offline• Develop a unique brand (persona and voice)• Build, nurture and grow social connections• “Live” Social Media• Do not forget it is social – connect with passion!

Thank you.

Your Thoughts?`

Craig GoodwillCraig@mobilejamfest.comwww.mobilejamfest.comTwitter: @mobilejamfest

Evelyn Soevelyn.so@noesium.comwww.noesium.comTwitter: @evelynso