Here's my thoughts on what could work "For love or money"

See here: http://mumbrella.com.au/nova

Hi Adam,

Noticed the change to conditions to email the idea to you. So here it is to legitimise the entry :)

Also a couple of changes is to run the campaign in blocks of 30 days. The idea is to build more of a continual momentum - as you'd do it again for another person over another 30days - this would help to accumulatively increase the amount of tweets (with #2DayIsNOVA / @novafm and new @novafm followers) pinning to win the next 30 days of NOVA (because they can see the hype around current winners)

Thanks

David

#2DayIsNOVA
NOVA means “new” – Tweet why your today is NOVA using hashtag #2DayIsNOVA and win 30 days of NOVA experiences that YOU decide you want to have.

Other benefits

• Get a massive Twitter following (on your account): we talk to you for 1 minute on 5 morning radio shows a week – Just give us your NOVA update & our listeners will need to follow your Tweets to find out what happens. On top of that your account gets the web exposure from http://www.novafm.com.au
• You get to live your dreams for 1 whole YEAR and we remove the limitations

What you have to do 
Tweet something inspiring, funny, uplifting, or even stupid telling us why your today is NOVA. Tweet as much and as frequently as you like (Just follow & message @novafm and use #2DayIsNOVA so we can find it). If your messages get retweeted a lot – you’re probably doing something right – so tell you friends / followers as we regard your retweetability very highly.

Rationale
This idea is about seeding influencers. Social media influencers are generally behind things going viral. Anyone can follow and read a person’s tweets, so Twitter’s open platform and current popularity is a perfect candidate for viral potential.

What is a juicy carrot for a Twitter influencer? Simple enough – they wouldn’t be influencers if they’re not interested in influencing. The carrot is more exposure and a substantially increased following on their Twitter account (and off) supported by Nova.
But the even juicier carrot is offering the person a way of experiencing 30 days to enhance his/her life. A lot of major social media influencers (like @iconic88) become that way because other people are attracted to their passion for something in life – so you’d find there’d be a lot of interest (by people that can build even greater interest too)

Other points

• How many times his/her #2dayIsNOVA message gets retweeted will be one indication of finding the best influencer
• using “2Day” in the hashtag #2DayIsNOVA will get under the skin of your major competitor
• Once you find a winner, you’d work out with that person 365 feasible things to do that makes each day NOVA
• You’d be looking for the nice side of reality TV effect (giving an ordinary Sydneysider the opportunities to fulfil his/her dreams). It’s a bonus if this person wants to give something back (on some of these 365 days) like charitable acts etc. The positivity effect will enhance the reputation of the campaign – so this might be the sort of person you’d look for.
• I’d say the cost couldn’t reach anywhere near for the spend of a major ad campaign or even a prized billboard space but you’d manage substantially more eyeballs (that continues and increases through the 30 NOVA days).
• The winner won’t need to be on a gruelling schedule like that of the “Best job in the world” – 140 characters is much easier than a blog.

If you like this idea the charity I’d promote is Monica’s Rescues (http://www.doggierescue.com).

The social media marketing landing page - YouTube and Twitter!

Got a high email click through rate, what now?

Here's an example of a campaign that's still in the pipeline (a few days from now till launch! & already gathering interest on social media). In the stock photo space there's a lot of "click to see this new gallery" type emails inundating the same audience (likely the same emails) over and again. So we really had to think of something a little left of field to get noticed.

Shout it out - NOT

Best to avoid the the whole interruption marketing thing - the whoever shouts the loudest will be heard approach (which doesn't really work online anyway). Try instead to make people curious, give them authentic (non-bias) information or make them laugh... 

The point is to be on your visitors' side. Don't try to win the argument with 100 points on why you're the best, instead be a guide - you want people to conclude things about your products and services on their own accord, making them leave your site as an advocate of your brand rather than leaving at point 5 afraid of the other 95 points they'd have to endure.

Back to the landing page... You'll notice the text about we're "trying something different... let us know what you think.." etc. This is intentional - there's no point confronting visitors especially if your asking for comments  - we want to be on their side and interested in their opinions. Shout "WE'RE SO GREAT" and you're bound to get a lot of people wanting to tell you the opposite - that's just a natural human compulsion to keep things balanced.

Doesn't a YouTube logo dilute your branding

We might also ask: "Doesn't the TV set logo distract us from the advert?" The truth this we're so 'branded' by brands all those nice little logos just fade into the background. The important thing is to provide something that engages people - a logo will not engage someone, most people won't even notice. But if you engage someone, you connect with them on some level that has relevance to their daily lives, then your little logo will start to look a lot "bigger" and might even get a click!

YouTube is a medium in itself, its a medium that speaks words like: social, quirky, new, experimental, young, authentic etc. So hence the choice of this medium. You will also find it on the email, again as a way to illicit clicks: http://monsoon.cmail1.com/t/r/e/hrziy/l/

And the Twitter thing…

It’s important to make it easy for users to share online content the way most people do this nowadays - using social media. The Add-This or Gigya plugins are most common - users can select from a huge range of social media sites to share the given page’s content. Although, the stats I’ve got points to the fact that the more sharing options you offer, the less likely people will share particularly if you require them make multiple clicks… Best to pick small number of sharing options most relevant to your users and make these obvious and as clear as possible (while not being too obvious to distract from the main message)

So on this example we’ve got a clear Twitter share option extended to function like a blog comment. It’s using Twitter search and updates with a little server side scripting. Not perfected just yet but its running well in bare bones. The idea here is to give a sense of community – it’s not the point worrying about baring you business to potential negative comments (there’s no moderation here) – if the content is half-decent a few negative comments will likely fire people up for more discussion – that’s really more online exposure!

On this note as this campaign is not out yet, get your comments in as in a few days an email is going out to 100k plus global list of ad agencies / design houses / corporate marketing teams – a good way to get your twitter profile out to the world! http://www.photolibrary.com/marketing/Monsoon/MonsoonImages.html

Here's a recent example of an email marketing campaign that increased click through rates over 10 times the usual amount.

There's a lot of material on great subject lines to aid opening rates for emails (make them conversational, avoid spam-like titles, have something to grab attention etc). There's less however about what to do when you actually get people there. Below is an overview of a campaign that achieved 50-60% click-throughs - that's more that 10 times average click rates for standard emails blasts.

Here's some of the hard stats in different regions - AU: 60%, IN: 62%, UK: 54%, SG: 55%

The email is the wrapping and the click-through is the gift.

The aim of the email was to showcase some of the great stock footage content on Photolibrary's Oxford Scientific (OSF) brand.There could have been a lot of text rambling on about this - how awesome the stock footage is, maybe with links to some really nice example movies - but having done just this many times over, I knew it just wouldn't have the desired result.

The reason is overload. You don't want to clutter your emails with too much information - there needs to be a focus on just 1 main click to get the highest number of clicks. Make your whole email about this 1 click

A great analogy is imagining the email as the packaging of a gift. Think about all those packaging ideas that work in a toy store. The important thing is showing something, enough to create intrigue and the "I want" feeling, but not too much that you've revealed everything then and there - so there's not a lot of point going further.

Enough talking, I'm sure you want to see what happens when an egg explodes! The next step is the landing page.... (will discuss in Pixelalchemy's next post). 

What happens when an egg explodes?

see for yourself...

Images courtesy of Photolibrary - Get creative with stock photos, stock footage & production music from photolibrary.com