Published on February 22, 2013
Social Media 101 & 102 Welcome mUmbrella & TCOʼs Social Media Academy
Facebook YouTube Twitter What gave us the likes, shares and comments? 3.2 million engaged Coke Zero fans | followers | subscribers Optimising Video SEO to drive over 1 million incremental views of content like | comment | share UNCLE TOBYS Swim Kids 15,000 Posts/Responses 95,000 reactions to a FB post, demonstrating afﬁliation with sponsorship assets Averaging 40 questions per day like | comment | share Allenʼs Used SM to spread the CCI across the nation- 1 million smiles like | comment | share Updated 83 communities Pure Blonde Now the number 1 Alcohol band in Australia on Facebook like | comment | share Across 7 categories FMCG, Retail, Travel and Leisure, Alcohol Boost Mobile Entertainment, Not-For-Proﬁt, Telecommunications Facebook now Boost Mobileʼs key CRM channel like | comment | share National Geographic Uploaded 100ʼs videos Listening and optimising based on real time conversations upwards of 20 million views like | comment | share
SOCIAL?Character istic - Bei ngInteractio n - Behavi ng
SOCIAL? Maslowʼs Hierarchy of Needs Admired >>Respected >>Connected >> Accepted >>
DIGITAL MARKETING COMMUNICATIONS Pre-Web 2.0 Post-Web 2.0 1-to-Many 1-to-1 1-to-Few 1-to-Many
“Call me...”15 years ago Today- Pager - Home Address - 3 Phone #ʼs - Txt/MMS- Email - 3 x email address - LinkedIn - Facebook Msg- Home Phone - Facebook Chat - Facebook wall post - Twitter @- Home Address - Twittter DM - Whatsapp - Google+ - Skype - Facetime - Viber - Instagram - YouTube - Vimeo - Slideshare
SOCIAL MEDIA ERAENABLED AN ACCELERATED RATE & MEANS OF CONNECTING (to people & organisations)
HOW DO YOU USE SM? - Inform - Entertain - Educate - Inspire - Personally Professionally - family - career - lifestyle - research - passions - contacts - interests etc. etc.
BRANDS & BUSINESS SOCIAL MEDIA ERABROADCAST NETWORKED NOW THEN Earn, Own, Share & Rent (Paid) An Rent (Paid) An Audience Audience
HOW ARE BUSINESS & BRANDS USING SM? Business Brand - consumer research / insights / - research & development behaviours - competitor/category research - human resources - corporate reputation & communications - corporate affairs - brand/product communications - sales - customer relationship management - customer service
HOW MDʼS LOOK AT IT http://www.powerreviews.com/
SOCIAL BRAND & MARKETING Always-On Tactical Inside Brand Outside Brand Communities CommunitiesMonitoring Publishing Community Management Outreach Response Analysis & Insights
SOCIAL STRATEGY PROCESS
SOCIAL PLANNING PROCESS EARNED OWNED SOCIAL INSIGHTS & BEHAVIOURS FILM / AV PAID SHARED ENVIRONMENTAL ANALYSIS CONNECTION CREATE (LEAD) Channel, role, message & call-to- DIGITAL INTERACTIVE COMPETITORS / AUDIENCE actionBUSINESS /MARKETING Strategy Ideas Planning ExecutionOBJECTIVES BRAND ESSENCE / TOOLS / AMPLIFY (PARTNER) ASSET/CONTENT DESIGN ASSETS / EXPERIENCE Creative Development TCO PROPRIETARY TOOLS / BROADCAST EXPERIENCE TYPOGRAPHY EXPERIENCE DIGITAL MEASUREMENTS & INSIGHTS
PLANNING CHANNELS http://nytmarketing.whsites.net/mediakit/pos/
AUDIENCE INSIGHTS http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-in-advertising-2012.pdfhttp://blog.miibrand.com.au/wp-content/uploads/2011/11/Infographic-Why-People-Follow-Brands-Hi-Res.jpg
SOCIAL MEDIAVALUE PROPOSITION SOCIAL CURRENCY ? Information Inspiration Education Entertainment Action OR Action & Reaction VALUE EXCHANGE
ESTABLISHING ASOCIAL PRESENCE
P #1S TE Know your value Satisfy your audienceʼs need to... be informed be entertained be educated be inspired right place, right time, in the best way
P #2S TE Make it enduring BRAND COMMS DNA NIKE #MAKEITCOUNT Brand, Product, Social, Cultural, Functionality Topical Talk to functionality and Social by design, relevant occasions for product use and current On Platform Off Platform Drive participation for Drive participation for off promotions / digital platform activity (e.g. interactive activity Grassroots, The Academy)
P #3S TE Right place, right time Connection Plan be intuitive be informed be realistic be empathetic Context & Relevance
P #4S TE What, Where, Why? Content Plan CONTENT STRATEGY AV IMAGE TEXT MICRO-TEXT AV AV AV AV AV IMAGE IMAGE IMAGE IMAGE IMAGE IMAGE TEXT TEXT TEXT TEXT TEXT TEXT MICRO-TEXT MICRO-TEXT Role - Message - Call-to-Action
P #5S TE When? Content Calendar CONTENT STRATEGY AV IMAGE TEXT MICRO-TEXT DIGITAL INTERACTIVE
P #6S TE Plan for the success Setting Benchmarks CONNECTIONS ENGAGEMENT ADVOCACY Total number of Actively Total number of ʻsharesʼ ofTotal number of Connections Engaged users per month on a brand activities by users per to a Branded Community Branded Community month Key Driving Factors Key Driving Factors Key Driving Factors Strategy [SVP & Social Comms Overall appeal of the Brand DNA] Strategy Buying Campaign Idea Campaign Idea Content Content / Format
P #7S TE Plan for risk Call trees insert benchmarks visual
P #8S TE Test & Learn
P #9S TE Embrace it (alias) Be a... But not a... Stalker Troll Twervert Spammer Pinner Astroturfer
# 10 EP If in doubtST
NETWORKS/COMMUNITIES A TOP-LINE VIEW
Publish / Direct / TransactInform / Engage / Educate / Entertain / Inspire Discovery & ResearchCompelling reason to revisit
PublishingEngage / Inform / Educate Great for SEO Needs commitment
Aggregator Engage / Entertainvisually cool & trendysupplementary & niche
AggregatorInspire / Engage / Inform Customizable Non broadcast
Creation / CommunityInspire / Entertain / Engage Aggregration / Filtering Relies heavily on fresh frequent content
Connected Community HubEntertain / Inform / Connect Good for Insights / CRM / loyalists / advocacy Moving goal posts
Connected Community HubEntertain / Inform / Connect Niche interests Media / FashionRelatively low penetration
Connected Network Alert / Inform / Educate / OutreachOpen / Credible Mass / key inﬂuencers 140 Characters
Company/Business Activity Business Info / Proﬁle Stakeholder Connections Under-utilised
House Video ContentInform / Entertain / EducateShareable / Familiar / Data Poorly executed / not a destination
TO RECAPUnderstand Opportunities & Limitations
Tom Phillips @victom04 14 14 76 62 @TCO Thank you
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TCO Standard Terms 08: Conﬁdentiality. Each party shall treat as conﬁdential all information which comes into its possession, pursuant to or as a result of or in the performance of this Agreement, whether such information relates to the business, sales, marketing or technical operations of the other Party or the clientele of the other Party or otherwise. Neither Party shall, without the written permission of the other, disclose such conﬁdential information to a third party. 09: Warranties. Except as set out herein all implied conditions, warranties and rights are excluded from this Agreement. Where the Trade Practices Act 1974 or other laws imply conditions or warranties or give other rights in respect of this Agreement, TCOʼs liability for any breach of such a condition, warranty or right will (but only to the extent permitted by law) be limited: (a) in the case of goods supplied, to the replacement or repair of the goods or the supply of equivalent goods, the payment of the cost of repairing or replacing the goods or of acquiring equivalent goods; (b) in the case of services supplied, to the supplying of the services again or the payment of the reasonable cost of having the services supplied again. 10: Liability. TCO will not be liable to the Client or any persons claiming under it in contract, tort or otherwise for or in respect of any direct, indirect, or consequential loss, damage, expense or injury suffered by the Client or any other person arising out of or relating to this Agreement or any delay, non‑performance or error in information supplied to the Client by TCO in connection with this Agreement or any services provided. Without limiting the foregoing, TCO shall have no liability for circumstances beyond its control, including without limitation ﬁre, theft, strike, lockout, force majeure, act of god, or act of terror. 11: Cancellation. In the event that Client cancels an event at which the Services are to be performed by TCO then TCO shall be entitled to charge the Client, as a genuine pre-estimate of TCOʼs loss, the greater of the percentage of the Fees set out in the table below, and the amount of the budget relevant to the Services performed by TCO to the point of cancellation: Notice period Minimum % Fees 24 hours or less 50% 48 Hours or less 35% Greater than 48 Hours 25%This digital ﬁle / document contains conﬁdential information and has been prepared for discussion purposes only. TCO Pty. Ltd. claims ‘commercial in conﬁdence’ with respect to the contents. Please refer to our standard terms at the end of this document.
TCO Standard Terms 12: Termination. Either Party may terminate this agreement by giving the other Party thirty (30) days written notice, or the parties may mutually agree in writing to a shorter notice period. This agreement will automatically terminate if: the Client enters into an arrangement or composition with creditors; an application is made for the appointment of a liquidator, controller, administrator, ofﬁcial manager, receiver and manager or similar ofﬁcer or any of them is appointed; an event happens which would allow a court to wind the Client up; the Client ceases to carry on business or is unable to pay its debts; or the Client materially breaches this agreement and does not remedy the breach with fourteen (14) days of receiving notice from TCO to rectify the breach or the breach is incapable of being remedied. 13: If this agreement is terminated for any reason the Client shall immediately pay to TCO any part of the Fees which has accrued prior to the termination but has not been paid, including works performed but not yet invoiced. Upon payment TCO shall deliver to the Client all books, records, plans, papers, models and information of any kind relating to the Services which are the property of the Client. 14: The proper law of this agreement is the law of New South Wales. The parties submit to the jurisdiction of courts in New South Wales. 15: Deﬁnitions. In this agreement, capitalised words shall have the meanings ascribed to them in the Schedule unless the context otherwise requires. Headings and bold print have been included for ease of reference. This agreement shall not be construed or interpreted by reference to such headings, sub-headings, bold print or capitals. 16: The Client does not need to sign these terms to accept them, and instructing TCO to continue work will be deemed acceptance of these terms. 17: This agreement contains the entire agreement between the parties and supersedes all previous correspondence and negotiations concerning the Services. This agreement is the primary agreement between the parties in relation to the Services and will be paramount to any terms attached to any purchase order, service request or other engagement terms provided to TCO whether before or after the execution of this agreement by either party. This agreement may only be varied by TCO executing a document explicitly using the words ʻThis agreement varies TCOʼs Standard Termsʼ.This digital ﬁle / document contains conﬁdential information and has been prepared for discussion purposes only. TCO Pty. Ltd. claims ‘commercial in conﬁdence’ with respect to the contents. Please refer to our standard terms at the end of this document.
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