Joanne Jacobs guides us in our UK online community research
- Joanne, Thank you for joining us at Voiceful. You'll be guiding us as the
community manager for the Mornflake video contest.
I share your letter there and with a few other groups where we're working
on the UK Online Community Directory
thanks to Leon Benjamin of The Law Firm, which is organizing this work to
support the Mornflake video contest.
I note your direction which I include at the page above. I also note your
blog http://joannejacobs.net by which I think you're a great example of
an "independent thinker".
+370 699 30003
Thanks for the invitation to the voiceful group. I am happy to provide
you with some direction there.
I understand that you are trying to develop a UK Community Directory, but
for the purpose of this project and for the hours you are devoting to this
contract, please would you restrict your focus to the areas I have
I think the following programme of work makes sense for this project:
1. Identify all regional and County-specific groups in the UK (starting
with the broad regions of London, South-East, South-West, East-of-England,
East Midlands, West Midlands, Wales, Yorkshire and the Humber, North West,
North East, Scotland and Northern Ireland, and then narrowing down to
specific Counties - see http://en.wikipedia.org/wiki/UK_counties), and
identify groups that are focused on those regions/Countries.
2. Identify all existing universities in the UK with programmes in
Creative Advertising, Film and Television studies and Multimedia
production, and find online groups and mailing lists associated with these
programmes. Identify key persons associated with these lists (ie:
influencers, mailing list owners, etc). Do not attempt to sell them the
product at present. (This is the group we will target for the advertising
3. Identify all digital production agencies and advertising startups
registered as businesses in the past 12 months, and get the names and
contact details of business development agents in these firms. (Again
this is a group we will target for the advertising competition.)
The above three groups should be identified by the end of this month.
For the remainder of the period in which you are engaged, I would choose
for you to work on identifying the following groups, and becoming members
of these communities:
a. Rural interests and clubs and societies for country associations;
b. British investment groups and British interests groups;
c. Nutrition groups and societies;
d. Health, fitness and exercise communities, and groups;
e. Energy and conservations clubs, societies and groups;
f. Cooking groups and recipe groups.
Please avoid all religion and human rights groups. It would be both
unethical and inappropriate to target any of these groups. Technology
groups should only be accessed where video production is central to their
interests (ie: a Linux group is entirely inappropriate).
Where targeted marketing will occur we will use a 'white hat' approach,
and will not be spamming the communities with marketing messages, but
rather providing an opportunity to engage with the competition, and
linking to further information on the product.
Hope this makes sense. Let me know if you have any questions on the above.
Thanks and kind regards,
Joanne Jacobs, London Based Social Media Expert Consultant
Phone: 020 8144 9348 | Mobile: 07948 318 298
Web: http://www.joannejacobs.net/ | TwitterID: @joannejacobs | SkypeID:
Adjunct Associate Professor, Creative Industries, Queensland University of
----- Original Message ----- From: "Andrius Kulikauskas" <ms@...>
To: "Leon Benjamin" <leon@...>
Cc: "'Joanne Jacobs'" <joanne@...>
Sent: Wednesday, April 22, 2009 4:11 PM
Subject: Re: UK online community directory for Mornflake video contest
> > Hi Joanne, Leon,
> > Thank you for your guidance.
> > As you know, we're working publicly and leveraging our Minciu Sodas
> > community's participants' interests. Joanne, I invite you to join us at
> > http://groups.yahoo.com/group/voiceful/ where you can monitor our work
> > as you like. Please let me know and I will sign you up. You need not
> > read our letters, but you'll be aware and you can prompt us in
> > directions that you think relevant.
> > I will share your guidance that we focus on:
> > "education groups, rural interests, regional groups, British
> > interests/investment groups, mothers groups, nutrition groups, diet and
> > exercise groups and energy and conservation groups. It may also be
> > worth pursuing Rotary Clubs and similar associations"
> > We're building a UK Online Community directory that meets your specific
> > needs but also broader needs. So we'll end up with extra entries that
> > aren't relevant for the Mornflake video contest but are relevant and
> > motivating for our contributors. I'm asking our participants to start
> > with the communities that might be relevant to them until they get the
> > hang of it. This also allows us through them to engage communities
> > through the credibility of their personal interests. I will add a
> > "Mornflake outreach" field so we can record which ones you want us to
> > focus on. I think the directory also helps us all have a sense of the
> > broader context.
> > I'm interested what impact you seek for the Mornflake video contest.
> > Are you focusing on a single step (such as raising awareness in the
> > Mornflake company, promoting particular products, differentiating
> > against competitors, encouraging greater consumption) or all of the
> > steps? Is it more important for you that a few videos be viral
> > (extremely popular) or that thousands of people make videos?
> > I look forward to speaking on Friday! and supporting your campaign and
> > vision.
> > Andrius
> > Andrius Kulikauskas
> > Minciu Sodas
> > http://www.ms.lt
> > ms@...
> > +370 699 30003
> > Vilnius, Lithuania
> > Leon Benjamin wrote:
>> >> Andrius,
>> >> I mentioned we would be hiring a community manager to support you and
>> >> to have overall responsibility for seeding. Joanne will be providing
>> >> your team with more ‘surgical’ direction on what we’re looking for.
>> >> I’m asking Joanne to provide you with advice/guidance on our needs, as
>> >> per her notes below.
>> >> So I think the next steps are;
>> >> 1. Joanne – specify the needs and priority/order
>> >> 2. The three of us to organise a call this Friday to go through
>> >> the detail
>> >> Thanks.
>> >> Leon.
>> >> *From:* Joanne Jacobs [mailto:joanne@...]
>> >> *Sent:* 22 April 2009 08:47
>> >> *To:* Leon Benjamin
>> >> *Cc:* John Bennett
>> >> *Subject:* Re: UK online community directory for Mornflake video
>> >> Okay thanks for this. I've read through both their report and their
>> >> proposal. Weird collective, but if it works, then great :)
>> >> I will probably need to give them a few suggestions because some of
>> >> the networks are completely irrelevant and possibly even detrimental
>> >> to the authenticity strategy (I wouldn't want them to engage some
>> >> communities identified at all). I will discuss this with you on the
>> >> train on Thursday. I think if anything they need to focus much more on
>> >> regional communities in the UK and not technology, human rights,
>> >> religious or hobbyist groups (unless these last are associated with
>> >> cooking). However, I would focus on education groups, rural
>> >> interests, regional groups, British interests/investment groups,
>> >> mothers groups, nutrition groups, diet and exercise groups and energy
>> >> and conservation groups. It may also be worth pursuing Rotary Clubs
>> >> and similar associations (though for Rotary Clubs, I'd be offering a
>> >> *speaker* for regional meetings on the history of Mornflake rather
>> >> than anything else).
>> >> The problem with a blanket strategy for the competition at the moment
>> >> is that while it may theoretically make the 100,000 registered users
>> >> target more achievable, it is also more inclined to have a lower
>> >> conversion ratio. Keeping in mind the likely candidates for
>> >> consumption of the product is a much more successful strategy. And
>> >> then, accessing the communities most likely to be interested in
>> >> developing video content is the other main target (product promotion
>> >> rather than necessarily product consumption), so they should be
>> >> looking at all university programs associated with creative
>> >> advertising and mutimedia production, and finding relevant email lists
>> >> for these programmes.
>> >> ________________________________________________________________________
>> >> Joanne Jacobs, London Based Social Media Expert Consultant
>> >> Phone: 020 8144 9348 | Mobile: 07948 318 298
>> >> Web: http://www.joannejacobs.net/ | TwitterID: @joannejacobs |
>> >> SkypeID: bgsbjj
>> >> Adjunct Associate Professor, Creative Industries, Queensland
>> >> University of Technology