Mumbrella social media presentation social ideas final

MUMBRELLA/TCO Social Media

Academy#TCOSocialideas

1. Define a social idea

2. Talk about why they are important

3. Look at the planning process

4. Talk about the difference betweena social idea vs. one that is not

5. Explore ten social idea thought starters

6. Homework

Today, we will:

2D Ideas

Sell me this pen!

2D IDEAS

2D IDEAS

Inform/Entertain

Brand/product

A wise man once said...

Tell me, I’ll forgetShow me, I’ll remember

Involve me, I’ll understand- Confucius

Creative vs. Social

Conventional Creative and Ideation process...isn’t necessarily social

How do I get this message

across to this consumer?How do i get an audience involved to share an idea?

Ideas need to be ‘social by design’

It’s about conversation!

Everything should drive conversation

http://www.slideshare.net/eskimon

SOCIAL IDEA

A novel concept that enables a unique, participative form of interaction between 2 or more people.

...AND THAT GENERATES A FAVOURABLE OUTCOME/IMPRESSION

WHY IS THIS IMPORTANT?

Humans are social beings.

...SOCIAL IDEAS ALIGN WITH INTRINSIC HUMAN QUALITIES.

People are exposed to between 3,000 - 20,000 advertising messages each day.

...IF YOUR IDEA DOES NOT INSPIRE INTERACTION BETWEEN PEOPLE, IT WILL LIKELY GET LOST IN ALL OF THE NOISE.

Yankelvich Research

We are more connected than ever.

...SOCIAL IDEAS LIVE BETWEEN PEOPLE NOT NETWORKS. IT IS BECAUSE OF OUR CONNECTEDNESS THAT THESE NETWORKS ARE

POWERFUL AMPLIFIERS.

Word of Mouth

Everything should drive conversation

http://www.slideshare.net/eskimon

Engage people around their passions, not your products

The brands that drive the most favourable conversations are the brands that will achieve the most favourable financial outcomes.

http://www.slideshare.net/eskimon

Social is a behaviour, not a channel

Social ideas ≠ social media

Social media (as we know it) simply enables socialisation behaviours & conversation to move

further, faster.

WHAT DOES THE PLANNING PROCESS

LOOK LIKE?

PAID SHARED

CONNECTIONChannel, role, message

& call-to-action

ASSET/CONTENTCreative Development

OWNEDEARNEDSOCIAL INSIGHTS ɑ& BEHAVIOURS

ENVIRONMENTAL ANALYSIS COMPETITORS / AUDIENCE

BUSINESS / MARKETING OBJECTIVES CREATE (LEAD)

AMPLIFY (PARTNER)BRAND ESSENCE / TOOLS / ASSETS / EXPERIENCE

TCO PROPRIETARY TOOLS /EXPERIENCE

BROADCAST

EXPERIENCE

DIGITAL

MEASUREMENTS & INSIGHTS

FILM / AV

DIGITAL INTERACTIVE

DESIGN

TYPOGRAPHY

STATEGY Ideas Planning EXECUTION

3D Social Ideas

SOCIAL 3D IDEAS

SOCIAL 3D IDEAS

Inform/Entertain

Brand/product

Involv

e/part

icipa

te

Now, really sell me this pen.

10 Social Idea Thought Starters

Fake vs Real

Fake vs Real

Why does this createconversation?

Customised/Personalised

When we create things, we want to share it. We are proud to display our sense of creativity.

Consumers also want to be seen as individuals. They want to stand out from the pack.

In this context, the creative process/personalisation should relate to the communication idea or truth.

Why does this createconversation?

Customised/Personalised

Meme

An element of a culture or system of behaviour passed from one individual to another by imitation or other non-genetic means.

An image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations.

Why does this createconversation?

Meme

Gamification

The application of typical elements of game playing (e.g. point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service.

"Gamification is exciting because it promises to make the hard stuff in life fun"

Why does this createparticipation?

Gamification

Cause

A principle, aim, or movement to which one is committed and which one is prepared to defend or advocate.

Why does this createconversation?

Cause

Movement

Challenge people to consider their point of view on a specific topic and encourage them to share it with their peer set.

Why does this createconversation?

Movement

Polarising

Why does this createconversation?

Polarising

Collaboration/Crowdsourcing

Why does this createconversation?

Collaboration/Crowdsourcing

Social Tensions/Existing Rivalries

Why does this createconversation?

Social Tensions/Existing Rivalries

Challenge

Why does this createconversation?

Challenge

Recap: 10 Social IdeaThought Starters

Fake vs Real

Movement

Cause

Polarising Collaboration

Customisation

Challenge

GamifyMeme

Social Tensions/Existing Rivalries

Watch outs

Overt vs. Covert Back it up! Risk Plan

Think this:

• What’s at the heart of the brand/product offering?

• How are people already discussing this?

• What are we giving/offering our audience?

• What are we asking people to do?

• How do we know they’ll do it?

• How do we ensure the brand is not lost?

Homework

Homework

• Come up with a 3D social idea to sell Cruskits

• Key messaging should be around less carbs than bread

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