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The Anatomy of #EveryoneConnects

LIM YUNG HUI — Sat, 21 Nov 2009 06:54:34 +0000

Today is the finale event of the Everyone Connects campaign by Telekom Malaysia (TM). The campaign revolved around a song titled Through My Window, performed by a local indie band, Bunkface. The song was released on October 19 2009 as a mystery song over the airwaves. During the past 1 month, it generated thousands of mentions on the social media space and also generated over 6000 user-generated versions of the song (audio and video). This campaign is both ambitious in scale and expansive in scope, designed to deliver a fresh narration to the TM brand. When it started, I predicted Everyone Connects as a social media campaign but it also involved the use of traditional media like TV, radio and newspapers. It delicately weave the online and offline activities to create a seamless brand experience. It involves several notable ‘firsts,’ in terms of tools and methods used. Anyway, here are the key moments of the Everyone Connects campaign:

October 19 2009: Mystery Song on Radio
The song ‘Through My Window’ being played over the airwaves (HITZfm, HOTfm, Xfm) – hear Rudy of HITZfm announced it. No mention of the singer. The website ‘www.EveryoneConnects.net’ with the song (for download) and lyric. Also, with this phrase “Everyone Connects is about getting people to communicate & collaborate because when everyone’s connected, anything is possible.” Twitter, Facebook and Friendster profile pages also went live.

October 20 2009: The Star newspaper
Appeared on the front-page of The Star, “Unknown song rocks the nation.”

October 21 2009: Pixelated Images
Blurred images of the band who sang ‘Through My Window’ appeared on Everyone Connects’ website.

October 23 2009: The Revelation
It’s TM campaign. TV commercial started to appear in the evening on major TV networks.

Full version of www.EveryoneConnects.com launched.

Banner concert appeared on the website too; the first time it is being used in Malaysia. Also, there’s an online mixer for people to create and mashup the song ‘Through My Window.”

October 25 2009: Super Dance Online Extreme Connecting Dancers Tournament 2009 Kick-off
The tournament is designed to reach out and engage the online games community, specifically the 150,000-strong Super Dance Online Extreme players around Malaysia. This is the first time a campaign song is inserted into the game’s playlist.

October 25 2009: Sing Along Booths
Sing Along Booths appeared at shopping malls, universities/colleges, office buildings and cinemas. Videos of people singing were recorded and posted on www.EveryoneConnects.net.

November 21 2009: The Grand Finale
Today is the grand finale event for the month-long Everyone Connects campaign; currently happening at Jalan Bukit Bintang, Kuala Lumpur. Some before-event photos:

The Anatomy of #EveryoneConnects originally appeared on GreyReview.com on November 21, 2009.

Twitter vs Facebook Face/Off For #EveryoneConnects

LIM YUNG HUI — Thu, 22 Oct 2009 02:30:17 +0000

End of Day 3 for EveryoneConnects, the website has more than 18,000 visits (as mentioned on its Facebook Page). It started on Monday with a mysterious song ‘Through My Window’, being played over the airwaves. The following day, it made the headline in The Star newspaper. Day 3, blurred images appeared on the website; likely the band singing the song.

Its Twitter account @every1connects with 184 followers; averaging 61 new followers per day over the past 3 days. The two key hashtags used are #ThroughMyWindow and #EveryoneConnects with the following stats:

#ThroughMyWindow: a total 236 tweets from 154 contributors carrying the hashtag; averaging 33.7 tweets per day. And 10.6% are retweets.
#EveryoneConnects: a total of 243 tweets from 165 contributors; averaging 34.7 tweets per day. And 5.8% are retweets. (Source: What’s The Hashtag?!)

On Facebook, there are already 947 fans on its Facebook Page (as of early this morning).. and before the week is over, I believe it can breach the 1,000-mark. To date, only 13 updates on its Wall. From these 13 updates, it generated a total of 94 comments. That’s average 7.2 comments per update!

What we can learn:

It is relatively easier to expand your community on Facebook compared to Twitter. Then, maybe it’s easier to go ‘viral’ on Facebook.
Facebook Wall with more richer contents (photo, video), which act as effective social objects for people to make spontaneous responses and also, engaging people and elicit their comments.
Higher re-tweet rate is useful for a hashtag can go viral. Or is it? Looking at the example of the SharePoint Conference 2009 in Las Vegas with hashtag #spc09, which was in the Top 10 Trending early this morning (2am, Malaysian time), the retweet is 17.1% out of 12,020 tweets. In terms of retweet, both #ThroughMyWindow and #EveryoneConnects are not far off, 10.6% and 5.8% respectively. Both didn’t make it to the Top 10 trending but #throughmywindow was Trending in Kuala Lumpur, Malaysia on Monday 19 2009; #throughmywindow was number two after ‘beyonce’ (Source: Trendsmap). Retweet help but it’s not really a critical factor. In the case of #spc09, total tweet per day is more than 1,700 tweets; each contributor averaging 7.2 tweets. Yes, to make it to Trending, you just need sheer number of people tweeting, at any one time.

Verdict: From reach and richness perspectives: Reach refers to total number of followers/fans and richness refers to the dynamics of engagements and conversations. In the case of EveryoneConnects, on both reach and richness dimensions, Facebook wins!

Twitter vs Facebook Face/Off For #EveryoneConnects originally appeared on GreyReview.com on October 22, 2009.

Through My Window, I Can See A Silhouette of A Social Media Campaign

LIM YUNG HUI — Mon, 19 Oct 2009 03:31:12 +0000

A Green Day-esque song played on Hitz.fm radio this morning, titled Through My Window (click to play), with artist name undisclosed but DJ @rudyculously mentioned a website address, EveryoneConnects.net. On the website, there’s not much information except the MP3 file of the song (available for free download), together with the song lyric. Its “What’s the Buzz?” box is displaying Twitter updates stream. Also, there are links to its Twitter, Facebook and Friendster profile pages. And this phrase is seen at the bottom of the page, “Everyone Connects is about getting people to communicate & collaborate because when everyone’s connected, anything is possible.”

Song as teaser, Twitter stream on website and profile pages on social networks – ingredients for brewing a groundswell? At the time of this posting, Twitter, Facebook and Friendster pages are still relatively empty. Search the Whois database and the record shows the domain ‘www.EveryoneConnects.net’ was created on September 29, 2009 and is registered to Monster Interactive Sdn Bhd (the interactive agency for this campaign?).

‘Through My Window’, part of Microsoft Windows 7 campaign? Or is it for a music-centric social networking site? Or is it by a communication/colloration software solution provider? Or is it… Anyway, let your imagination run amok and enter your wild guess in the 1Question Survey form below.

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Through My Window, I Can See A Silhouette of A Social Media Campaign originally appeared on GreyReview.com on October 19, 2009.