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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
Follow us!
• TCO - @TCO
• Matt Chisholm - @chizm123
• mUmbrella - @mumbrella
