An approach to ‘Social Centric’ planningAlastair Cotterill, @acotterillDhirenShingadia, @numetrick83

Unless you’re listening you won’t know where the party’s ator if you’re even invited

product, product, productget this right first, then..

Provide the appropriate ‘choice architecture’

Like framing and amplifying any positive sentiment towards the brand

6Or taking things on boardBe honest and open to criticism, turning the negativesinto positives

Provide reasons for people to want to discuss your brand in a positive way

8Respond to the current public mood, emotion and conversations

and embrace the places where people are spending their time

Begin with:Ideas people love to share

Make them entertaining, useful orsupport something that people genuinely care about

Add something of REAL value to EARN time with people

Put a social idea at the heart of your plans

Organize your commsaround it providing different ways for people to get involved

This isn’t just about blogs or social networks, everything is becoming connected and ‘social’including perhaps the biggest game changer of them all…

Why is this important?Because being part of the conversation helps you to become more VISIBLEhere

…especially when you take thisand add it to this and this

19And that drives CONVERSION**The Influenced: Social Media, Search and the Interplay of Consideration and Consumption, GroupM and comScore 2009

‘Social Centric’ planning = Consideration + ConversionPhoto props to:Slide 2 - mosmi on FlickrSlide 3 - chicagobooth.edu Slide 7 - lenisebrothers.comSlide 15 - Gabriela Camerotti on FlickrSlide 19 - donsutherland1on FlickrThanksAlastair Cotterill, @acotterillDhirenShingadia, @numetrick83