Lessons From a Very Public Break-Up
Earlier this year, National Australia Bank got Australia and the world talking with its very public ‘Break-Up’ campaign.
Based on the idea that NAB were breaking up with the other leading Australian banks, the campaign combined new and traditional media and communications to achieve some stunning results for the bank, including winning the Cannes Grand Prix in PR.
After hearing NAB’s Hillan Klein and Kate Thompson share insights about the Break-Up at Social Media Club Melbourne, I wanted to ask Hillan a few more questions about this campaign.
Below are a few words he was kind enough to share from behind-the-scenes of NAB’s Break-Up.
Hillan, how did NAB as a large-scale bank first become involved in the social media space?
Nonprofits, Tell Your Stories: Rob Wu of CauseVox
I attended the Nonprofit 2.0 conference about 10 days ago, and it was a really great event; kudos to Geoff Livingston, Allyson Kapin and Shireen Mitchell for putting together not just a standing-room-only event, but one that was inclusive, highly interactive and chockfull of great ideas and takeaways for all.
Geoff wrote a post a few days ago on how the question of “how do I use Facebook and Twitter” was refreshingly absent, and that was absolutely true. Thank heaven we’ve moved beyond that.
For me, there were so many highlights, that it’s tough to narrow them down to one, or just a few. If you haven’t met Stacey Monk of Epic Change, I urge you to hotfoot it to the next event she’s speaking at. Her raw honesty made for a powerful keynote, and I still haven’t been able to stop thinking about her words on “embedded giving” and whether that is really a good thing (but more on that later).
I got to see Danielle Brigida of the National Wildlife Federation IRL after a long time, which was great since we are both measurement geeks … and I got to meet oh-so-many people for the first time, with whom I’d previously connected online, that it was a real treat.
Social Media: Being Communicators of Change
Guest post by Alex Talbott
Social media isn’t everything
I’m reminded of this fact when people call me up to talk about how they can (best) use Twitter.
The common denominator between Twitterers and non-Twitterers is usually the knowledge that Twitter exists and that tweets are limited to 140 characters.
At the mention of DMs, RTs and hashtags the phone line goes quiet. There is a lot of educating to be done.
Why do I start on a seemingly negative point? Let’s sit back for a minute or two, look around us, and consider who we’re working with
and how we must act as educators in the subject of social media.
Pumped
