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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