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RMM - Social media creative planning framework 'KUDOS'
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RMM - Social media creative planning framework 'KUDOS'

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  • RMM has been advising and helping organisations use social media, technologies and platforms since 2006. We’re a team of 15 analysts, trainers, workshop facilitators, project managers, media relations experts and content creators, headquartered in London with staff in Europe, USA, Australia and Japan. We sit on various panels and committees, such as the IAB social media council, helping to build industry standards for social media activity in Europe.
  • An activity needs to be knowledgeable; it needs to impart some of the brand’s knowledge to an interested audience.
  • An activity needs to be knowledgeable; it needs to impart some of the brand’s knowledge to an interested audience.
  • It needs to be useful, not just to the brand but to the audience as well.
  • It needs to be useful, not just to the brand but to the audience as well.
  • It should contain an element that is desirable to both the audience and to the brand.
  • It should contain an element that is desirable to both the audience and to the brand.
  • The whole activity should be open, both literally and figuratively. The brand should be transparent about their motivations, and the audience should be able to engage and interact with the activity.
  • The whole activity should be open, both literally and figuratively. The brand should be transparent about their motivations, and the audience should be able to engage and interact with the activity.
  • And finally it should be shareable. The brand should be providing something of value to the audience, and the audience should be able to take it away and share it with others.
  • And finally it should be shareable. The brand should be providing something of value to the audience, and the audience should be able to take it away and share it with others.
  • Our tactics will revolve around conversation assets that we can develop to respond, engage or enlist our target audience. These assets may take the form of opinions, pieces of content/ information or tools/applications – essentially assets to fuel the conversation. We will select the most likely to engage our target audience using the KUDOS planning framework Our proprietary planning framework, “KUDOS”, helps to guide the creation of the best social media ideas, activities and talking points – ones that provide K nowledge, are U seful, D esirable, O pen and S hareable. KUDOS is a rubric to help brands manage their social media activities, and so maximise their social capital. The process of thinking through the KUDOS attributes helps a brand decide what activities it is going to use and how it is going to use them. It can check and balance the needs of both brand and audience. It can also establish what we should measure in order to accurately assess the success of the activity.
  • For more information, please contact us using the details opposite.

RMM - Social media creative planning framework 'KUDOS' RMM - Social media creative planning framework 'KUDOS' Presentation Transcript

  •  
  • Social media idea creation using the ‘KUDOS’ framework
  • KUDOS
    • Our creative planning framework which asserts that any successful social media activity must be:
      • Knowledgeable
      • Useful
      • Desirable
      • Open
      • Sharable
    View slide
  • Knowledgeable View slide
  • Knowledgeable
    • Does this activity demonstrate knowledge on the part of the brand?
    • Is it something that you know about your product category that your competitors don’t?
    • Is it knowledge that is unique to your brand, product or service?
    • Is the information exclusive in any way?
    • From the audience’s point of view you need to consider if its something they need or want to know.
    • Are you increasing their knowledge or just telling them something they already know?
  • Useful
  • Useful
    • An activity should be useful to both the brand and the audience…
    • … such as with Amazon’s product ratings;
      • The audience benefits by having unbiased reviews to help them make their decisions.
      • Amazon benefits from the free content and additional product information for its audience.
    • Remember: not all dissemination of knowledge is actually useful to the brand
      • It might be commercially sensitive. It might promote an out of stock product or a discontinued service.
    • Providing entertainment can be considered useful too!
      • Ask any bored office worker, student or house-bound parent
  • Desirable
  • Desirable
    • By desirable we mean that both the brand and the audience actively want it
    • Thinking through the desirability of an activity can be a great check against what is assumed to be useful
      • Think of eating your greens; useful but not that desirable.
      • Conversely, consider for a moment the joys of an unlimited amount of sticky date pudding – desirable – oh yes, but no, not actually that useful.
  • Open
  • Open
    • Open means honest and transparent
      • Not just about the parts of the message that are desirable to the brand, but about the whole lot, warts and all.
    • An audience will respond very actively and negatively when they believe a brand has been dishonest with them
    • Or kept information back that they feel they should have shared
      • A lack of intent to be completely open can come across badly
  • Shareable
  • Shareable
    • Is there an obvious ‘social object’ that can be shared?
    • Are your materials and assets easily downloadable?
    • Are they easy to link to?
      • Or have you gone and wrapped them up in a big Flash movie that no one can link to?
    • Are your assets designed in such a way as to facilitate and encourage recommendation and advocacy?
  • KUDOS! U seful O pen S hareable D esirable K nowledgeable
  • But this is only the start…
  • Build your own idea creation framework
    • KUDOS is only a generic starting point
    • Every organisation should have its own set of bespoke criteria
    • There are a number of criteria that an organisation’s framework should take account of
  • Take account of brand values
    • Inspirational?
    • Educational?
    • Exciting?
    • Surprising?
    • Entertaining?
  • Take account of internal challenges
    • Challenging logistics
    • Internal politics
    • Legal issues & sign off procedures
    • The fear of losing control
    • Available human resources
    • Employee skill and knowledge levels
  • End
    • Dan O’Connor
    • Iain MacMillan
    • Matt Rebeiro
    • RMM
    • +44 207 193 4556