Lessons from the Coal Face: mUmBRELLA and TCO Social Media

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We’re young and we’ve grown up working on the bleeding edge of social in our professional and in our personal life. In this presentation we share insights and principles that can help to give ideas more traction in the 'social' world.

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Lessons from the Coal Face: mUmBRELLA and TCO Social Media

  1. 1. LESSONS FROMTHE COAL FACE mUmbrella & TCOʼs Social Media Academy
  2. 2. #mUmTCO
  3. 3. ALL THE LEARNINGS... 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
  4. 4. TONIGHT- 9 Speedy Recap Points- The Social Media Landscape- The lessonʼs that we have learned along the way- 5x5 principles for helping you get the most out of social- Ask us anything Socialrati.com
  5. 5. SOCIAL MEDIA ERA ENABLED AN ACCELERATED RATE & MEANS OF CONNECTING (to people & organisations) #1 intPo
  6. 6. Know your value Satisfy your audienceʼs need to... be informed be entertained be educated be inspired to feel valued! right place, right time, in the best way #2 intPo
  7. 7. Value Exchange SOCIAL CURRENCY Information ? Inspiration Education Entertainment Engage OR Engage & Share SATISFY A SOCIAL NEED ADMIRED RESPECTED CONNECTED #3 ACCEPTED int http://www.psychologytoday.com/blog/communication-central/200909/the-theory-social-validationPoThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  8. 8. Create - SOCIAL IDEAS “a novel concept that enables a unique, participative form of interaction between 2 or more people.” ...AND THAT GENERATES A FAVOURABLE OUTCOME/IMPRESSION #4 intPo http://www.markpollard.net/how-to-make-social-ideas/
  9. 9. 10 SOCIAL IDEA THOUGHT STARTERS http://www.thejohnnycashproject.com/http://www.youtube.com/watch?v=_Ymkoh-vKzM Collaboration/ Fake vs. Real Movements Cause Polarising Crowd-source Customisable/ Social Tensions/ Challenge Gamify Meme Personalised Rivalry Coke Zero In Challenge #5 int http://www.youtube.com/watch?v=HfiClmaKcF4Po http://knowyourmeme.com/memes/
  10. 10. 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 #6 Role - Message - Call-to-Action ointP
  11. 11. “How WOM Advertising Works” Nov-Dec 1966 Product [Service] Self Involvement Involvement 25% Sharing knowledge or opinions is 34% a way to gain attention, show The experience is so novel connoisseurship, feel like a and pleasurable that it must be pioneer, have inside information, shared. seek confirmation of a persons own judgment, or assert superiority. The person wants to reach out The message is so entertaining and help to express or informative that it person is neighbourliness, caring and compelled to share. friendship. 20.5% 20.5% Cause [other] Message Involvement 7 Involvement t# Ernst DichterP oin http://www.ignitesocialmedia.com/social-media-promotion/why-people-share-content/This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  12. 12. Look to exhaust the FINITE value in your Activity/Assets MEDIA EARNED OWNED SHARED PAID OPTIMISED IN THE 1ST 24HRS TO 1ST WEEK Traditional Paid Editorial Media Partners Brand Channels Influencers Ambassadors Website Incentivised views TV ASSETS Bloggers Retail Entertainment Portals Ad Placements &/OR Editors Portfolio of Social Networks Assets/Sponsorships Social Bookmarking power Database Search ACTIVITY Media Partnerships Brokers PPC Influencer Network #8 HIGH LOW int VALUE/EXCLUSIVITY OF ASSET / ACTIVITYPoThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  13. 13. Test & Learn #9 intPo
  14. 14. SOCIAL MEDIA INDUSTRY LANDSCAPE- Strategy/Planning: Outsource/In-House- Community Management: Outsource ----> Insource ----> In-house- More Channels + More Connection ----> REQUIRE MORE HIGH VALUE CONTENT- Content centric brands ----> investing in editorial/production teams- Social Media for Brands is in Growth ---> Social Media for Business is in Early Growth- True Social Media talent is VERY hard to find... Socialrati.com
  15. 15. 5x5
  16. 16. 5 CHALLENGESGetting stakeholders on the same pageJustifying investing in social mediaAgencies/Outsourced consultancyTalent search/mixCoupling with SEO & other digital/creative services
  17. 17. 5 MISCONCEPTIONSIf you have a page they will comeIts easy to make something viralPosting everyday is the best way to create ongoingconversationThat every post should be responded toIf im interested in something, my community will betoo.
  18. 18. 5 MISTAKESNot having a clear value proposition and role of socialNot setting up the content calendar upfrontNot having a pre-determined response planNot reporting and analysing the resultsFailing to test and learnBONUS: letting the intern run the accounts
  19. 19. 5 SOCIAL TRENDS TO LOOK OUT FOR- Mobile - usage increasing, Facebook going more mobile- Photo - Instagram, Pinterest, Timeline, new news feed- Animated gif - Google search, Cinemagram, The Vine- Crowd sourcing - Thumb, Kickstarter, See Australia- Improved advertising - Facebook, Twitter ad API, Pinterest Socialrati.com
  20. 20. 5 BIGGESTOPPORTUNITIES IN SOCIAL- Get involved in mobile beforethe competition - Set up social within a- Provide true value to your business (not agency).connections - not many brands This is the way of thedo this properly future but could- Get involved in the niche social cannibalise agencynetworks - better targeting- Social media monitoring - too offerings so find othermany brands still arent utilising value you can provide.this Socialrati.com
  21. 21. 5 Recruitment TipsSocial knowledge can be taught, you need to ensure that the right hire hasthe skills required to do the roleClearly work out what the role is and have an understanding of the skill setrequired, analytical, copywritingTest their aptitude beyond what they have readNo one is a social media expert, people can have a great understandingbut as a new field that is continuously changingKey traits to look out for: Empathetic, Organised, Adaptable, Engaging,Keen learner Socialrati.com
  22. 22. @TCOThank you
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