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Setting Sail With Jessica Watson
Jessica Watson is your typical 16-year-old. She
loves the beach, reading, cooking, and sailing.
Lots of sailing. In fact, Jessica is currently on
schedule to break the record for the world’s
youngest person to sail by herself, unassisted,
around the world, in her 34-foot yacht named
“Ella’s Pink Lady”.
Her story is an astounding one, not only
because of what it’s made of, but also because
of how she’s chosen to tell it. In typical 21st-
century-teenager fashion, Jessica – and her
family and brand managers – are using multiple
social media channels, including Facebook, Twitter, Flickr, YouTube, and her blog, to keep the world
updated on her progress and color in the details of her incredible undertaking.
Unsurprisingly, the response to Jessica’s journey has been massive and polarized; people either
commend her for working toward such a huge achievement or tell her she’s too young to be hitting
the seas alone. No sooner had she started her trip than her supporters and detractors came out
in droves, leaving hundreds of comments, both positive and negative, on her blog and in other
various spots around the Web. While the majority of the comments left for Jessica cheered her on,
her parents understood that not all of the feedback would be so supportive, and they, along with
Jessica’s management, wanted a 360-degree view of what was being said about her.
To manage the flood of commentary and keep on top of conversation, Team Jessica – which
includes digital agency d.tail Noisemakers (in partnership with Tonto Digital and Elixir Digital) –
recruited Radian6’s Australian outlet, Social2CRM, to create a monitoring strategy they could live
by for the duration of Jessica’s trip. By thoroughly monitoring the conversations about Jessica,
her management and family are able to make informed decisions about when, where, and how to
respond, and where Jessica shou